Creative Marketing Through Experimentation: The Story of “Check Me”
I recently came across an app called “Check Me”, which tracks how many times you unlock your phone each day. At first, it seemed like a fun little experiment. But the more I explored it, the more I realized it was a masterclass in modern marketing and experimentation.
How “Check Me” Connects to Calm
“Check Me” wasn’t just a quirky app, it was part of Calm’s marketing strategy. Calm, the meditation and mindfulness company, used a one-day hackathon to build this tangential product. The goal wasn’t to directly sell Calm but to create something more viral than the main product itself.
Through “Check Me,” Calm could:
Learn about user behavior in a playful way
Engage audiences without overt selling
Generate buzz and awareness around their core vision
It’s a perfect example of how experimentation drives insights and helps brands understand their customers better.
The Power of Viral Tangential Products
Alex, Calm’s CEO, emphasizes that sometimes the best marketing doesn’t sell your main product directly, it spreads a story. “Check Me” became a viral tool that aligned with Calm’s mission while capturing attention in a crowded market.
Products like this show that marketing isn’t just about promotion it’s about storytelling, engagement, and bold experimentation.
Storytelling as the Core of Modern Marketing
Seth Godin says it best: businesses must create stories that spread or risk becoming irrelevant. “Check Me” demonstrates this principle perfectly. It’s interactive, shareable, and memorable allowing Calm to connect with people emotionally while staying true to its mission.
Why Bold Experimentation Matters
Hackathons and experimental projects allow companies to try bold, unconventional ideas without the pressure of immediate sales. This kind of experimentation fuels innovation, creates viral opportunities, and helps brands stay relevant in a fast-changing marketing landscape.
In today’s world, where people are constantly bombarded with ads, unique, experience-driven campaigns cut through the noise and leave lasting impressions.
Final Thought
The story of “Check Me” is a reminder that marketing is evolving. It’s no longer just about selling a product, it's about creating experiences, telling stories, and daring to experiment.
For me, the key takeaway is this: sometimes, the most powerful way to grow your brand isn’t through your main product, it's through the creative, unexpected ideas around it.
Frequently Asked Questions
Q1. What is experiment marketing?
Experiment marketing is a research-driven approach where brands test campaigns, products, or ideas to see what resonates best. It helps understand audiences, refine messaging, and find strategies that are most effective before scaling.
Q2. How to design a marketing experiment?
To design one, define a clear goal, identify the target audience, create testable variations, run the experiment in a controlled way, track results, and analyze data to understand which approach works best for engagement or conversions.
Q3. What are the 5 C's of experiential marketing?
The 5 C's are: Content, Context, Customer, Creativity, and Connection. They ensure experiences are meaningful, relevant, and memorable while creating emotional engagement and building stronger relationships with the audience.
Q4. What is the 1% rule in marketing?
The 1% rule suggests that only a small fraction of your audience actively engages with content or campaigns. Marketers focus on understanding this core group, testing ideas, and creating experiences that can influence wider behavior.
About the Author:
Shawn Kanungo is a globally recognized disruption strategist and keynote speaker who helps organizations adapt to change and leverage disruptive thinking. Named one of the "Best New Speakers" by the National Speakers Bureau, Shawn has spoken at some of the world's most innovative organizations, including IBM, Walmart, and 3M. His expertise in digital disruption strategies helps leaders navigate transformation and build resilience in an increasingly uncertain business environment.