Many marketers are now using Twitter’s Vine app, which allows its 40 million users to create and share 6 second looping gif-format videos. The latest and most noteworthy instance is Airbnb’s “Hollywood and Vines”. The online room rental platform that connects hosts and travelers across the globe is stitching together a crowdsourced short film six seconds at a time.
Instructions were released on Twitter and promoted via the Sundance Channel, Facebook and Google +. A 48 hour window for submissions listed 40 shots based around the theme of Adventure and Travel, each with their own hashtag.
Judging is to be based on creativity, compliance and video quality. The resulting edited film will be aired on the Sundance Channel in the US on September 13th. Those whose Vines appear in the film get a $100 Airbnb credit. Airbnb are already known for content marketing and have to be admired for leveraging Vine in a relevant and engaging way.
Many brands are starting to facilitate and leverage user-generated content (UGC). These brands understand the power of co-creating their brand together with consumers and tapping into the creativity of their fans.
There are 368 drive-in movie theaters left in America. These have outlasted VHS tapes, DVDs and downloads, but they may not survive the transition to digital-only movies. By the end of 2013, Hollywood will stop shipping out celluloid film reels – so to stay in business, drive-ins will have to buy digital projectors at a cost of $75,000 or more. Not many can afford this cost and may have to close.
Honda’s new socially-fueled multimedia “Project Drive-In” campaign aims to give these outdoor venues a second chance. Says a Honda spokesman: “Cars and drive-in theaters go hand-in-hand, and it’s our mission to save this decades-old slice of Americana … We’re committed to helping the remaining drive-in theaters flourish with the move to digital projection.”
Honda will donate digital projectors to five theaters based on web and social voting; further donations will depend on the results of an Indiegogo crowd-funding campaign. This is a great, credible example of a brand getting behind a relevant cause and igniting a social movement.
This generally involves the cooperative efforts of a for profit business and a non-profit organization for mutual benefit. These efforts must have an organic alignment to the sponsor brand, as today’s consumers recognize authenticity, and can spot campaigns that don’t have it.
This week, New York’s Free Art Society launched an interactive art project in which mysterious yet beautiful hand-painted murals turned the City’s East Village into a giant, virtual and actual scavenger hunt.
The so-called 13 Portals project combines street art, technology, urban space and community. The incorporation of embedded QR codes in each mural adds a virtual dimension to the usually static experience that goes beyond the street and painted artwork.
Each mural QR code leads the player to a clue or adventure that needs to be completed in order to pass through to the next portal. Once passed, the winning keys will unlock the doorway to an experiential ‘theatrical happening’ event.
The use of mobile technology to change or enhance outdoor installations is a recent development, but one that holds a potential for art and commerce alike.
Gamification is the use of game thinking and game mechanics in a non-game context to engage users and consumers and solve problems.
It can be used to improve user and consumer engagement and ROI and for consumer insight.
Kate Spade has collaborated with online retail site Ebay to launch touch screen e-commerce window shops at four locations across New York City. These play on the age old concept of ‘window shopping’.
Shoppers can browse the 30-piece ”Saturday” collection then make a purchase via Paypal (online payment site) on the giant touch-screen window. They can do this any time of the day or night. After picking the items they want, shoppers receive a text message to their phone asking where and when they want their pieces delivered. It can be as quickly as an hour, the next day, week – whenever they want.
The Kate Spade “Saturday” collection is the ‘younger, cooler sister’ of its origin brand Kate Spade New York. Its launch combines high street browsing with an innovative e-commerce function – arguably exactly what retailers need to do in order to leverage the new world of so-called “Omnichannel”.
VIRTUAL TO ACTUAL
With the advent of always-on and ubiquitous internet access, and ever-increasing digitization – our actual and virtual lives are starting to blend in to one. Brands and designers are increasingly creating physical assets that enhance or embody the virtual digital lifestyle so consumers can enjoy a tactile and tangible object alongside the digital.