Traction Puts User Experience at the Core

Includes work for Adobe, Walmart, Bank of America


Who (l. to r.) Paul Giese, technology director; Adam Kleinberg, CEO; Theo Fanning, executive creative director

What Interactive and advertising agency

Where San Francisco offices

When Adobe wanted to reach college kids about its range of products, Traction came up with a game called “Real or Fake,” where students determined the authenticity of an image posted on the client’s Facebook page. Students who manipulated it got to see a tutorial and free product trials. Over half of the Facebook visitors to the page played the game. That work underscores Traction’s belief that if user experience is at its core, all advertising is interactive. “We work holistically about ideas, whether online or offline,” said CEO Adam Kleinberg. “We grew up at the intersection of psychology and technology.”