If there's one takeaway from the Ice Bucket Challenge—other than that people don't mind getting ice water dumped on their heads for a good cause—it's that online video is a medium made for one-upsmanship.
And while a number of social networks can be used to enable people to compete with each other, there hasn't been a social media app specifically tailored for competition—that is, until Boston startup Mettle.
Worcester Polytechnic Institute grad Peter Wallace says he had his own idea for a video challenge app, before the Ice Bucket Challenge existed. While perusing Facebook, Wallace recalled seeing that a friend had posted a video of himself doing tricks on a mountain bike. When he scrolled through his feed he saw that another friend—completely unrelated—had posted a similar video. Then he thought: Imagine if those two friends could have turned it into a competition? Since no medium for people specifically to compare videos existed, Wallace decided to build one, leading him to found Mettle.
The way Mettle works: You choose a category for your video (sports, drinking, etc.). Then you shoot it. Challenge someone you know, and your videos compete for "points" from other users for 24 hours. The video with the most points wins.
A range of applications
Wallace soon realized the potential for the app beyond being a game between friends.
For one, Mettle is a natural fit for fundraising efforts. Wallace noted that videos provides a great way to share what you’re doing to help a particular cause, and also simply to spread the word about the charity or fundraiser itself. Even if you don’t feel like videotaping your efforts, you can still donate right from within the app. In other words, Mettle aims to make it super easy, and fun, to give back.
On top of that, the app could have marketing value for brands. Young people spend more than five hours per day consuming user-generated content, according to research conducted by Ipsos and Crowdtap. And, the study found, the content is 20 percent more influential on young people's purchasing decisions than any other type of media—"far more effective than just traditional advertising," Wallace said.
"The great thing about Mettle is that anyone partaking in these challenges have to make the video themselves, and if it’s a brand challenge, they have to actually buy the brand," he said.
For example, Coca-Cola could launch a month-long challenge, encouraging users to create engaging videos of them doing a cool trick with a coke can. Videos could be scored on a points system, and the brand could offer extra incentive to participate by offering a prize—like a vacation or free products—to the winner.
Right now, the app is still in beta and free in the iTunes store. But now that 450 users have used the app and provided feedback, Wallace says he's looking to fine-tune the app in all respects.
Another top priority will be to enter Mettle into a local startup assistance program. Meanwhile, his team (which includes one developer and business development associate) has been working on partnering with charities to build out a number of campaigns in 2015.
