Airbnb Crowdsources Movie Made up of 6-Second Vines

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.

Airbnb  Crowdsources Movie Made up of 6-Second Vines

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.

CO-CREATION

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.

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Jay-Z’s new album given away free to 1 million Samsung owners

On July 4th, Jay-Z’s new album Magna Carta Holy Grail was made available for download for free and in advance to one million Samsung owners, through an official Samsung-created app. Samsung paid $5 for each download.

Jay-Z’s new album given away free to 1 million Samsung owners

Galaxy S3, Galaxy Note 2 and Galaxy S4 owners were able to download the app and sign in through Twitter or Facebook. The album could then be played either through the app or downloaded in MP3 format directly to hard drives.

The album’s official release date was July 8th, giving a four day window of exclusivity to Samsung owners.

The effort, of course, generated massive buzz and was generally agreed to be a great concept. That said, there was also a great deal of criticism, about the poor functionality of the app, and accusations of spyware … which goes to show that without great execution even the best ideas can be compromised.

BRAND UTILITY

Rather than just interrupting consumers’ lives, brands are increasingly looking to provide useful services or applications that give people something they actually need – without demanding an immediate return.

For the same budget and energy expended on traditional advertising, many brands are instead creating things that are more tangible, useful and reusable, and that play a more integral part in the consumer’s life.

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P&G Hosts Massive “Everyday Effect” Giveaway in NYC

This month, Procter and Gamble decided to take over the biggest media city in the world – New York – in what they call “the largest consumer event in the company’s 175 year history”.  NYC was blitzed on June 19th by 25 brands as part of P&G’s “Everyday Effect” campaign.

P&G Hosts Massive “Everyday Effect” Giveaway in NYC

Throughout the city, more than 40,000 products were distributed at strategically timed moments. For example, free Scope mouthwash samples were offered to coffee drinkers, Febreze car vent clips to taxi drivers, and Iams dog treats to people walking their dogs.

Activities included free barber, salon, make-up and nail services and free pedicab rides. P&G’s New York saturation campaign reached far beyond the city, and was also supported by a dedicated website, Facebook and Twitter.

The campaign added value to the lives of New Yorkers and at the same time demonstrated how P&G’s brands improve everyday life in small yet meaningful ways.

BRAND UTILITY

Rather than just interrupting consumers’ lives, brands are increasingly looking to provide useful services or applications that give people something they actually need – without demanding an immediate return.

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Pepsi Vending Machine accepts Likes instead of Cash

A typical sampling  effort usually involves street teams in branded outfits handing out free samples. To move beyond the traditional, Pepsi Belgium created ‘The Like Machine’, a vending machine that would dispense free Pepsi in exchange for a ‘like’ on Facebook.

People with smartphones simply have to like the Pepsi Facebook page to receive their free drink: the vending machine uses the phone’s location settings to make sure that only those in the vicinity receive a free sample for their ‘like’.

Those without smartphones can use the 42” built-in touchscreen to log into Facebook to receive a free drink. Once the sample was given, a timer ensured  everyone was logged out of their accounts.

This provides real-time feedback on who has liked, tasted and enjoyed the beverage, as well as building buzz and incentivizing sharing.

VIRTUAL TO ACTUAL

With the growth of always-on ubiquitous internet access, and digitization – our actual and virtual lives are blending in to one.

ALTERNATE BRAND CURRENCIES

Increasingly brands are offering rewards for specified consumer actions such as Tweeting, or Liking. Adding novelty to the value exchange can prompt consumers to re-evaluate the brand in a or make their encounter more memorable.

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Lowe’s Hardware finds a perfect use for Twitter’s Vine

Many brands try to jump onto a new platform without really having a strong idea behind what they are doing. Lowe’s have succeeded in using Twitter’s new Vine platform – a mobile service from which allows users to share short looping six second videos – to bring something interesting and useful to consumers.

Many brands try to jump onto a new platform without really having a strong idea behind what they are doing. Lowe’s have succeeded in using Twitter’s new Vine platform - a mobile service from which allows users to share short looping six second videos - to bring something interesting and useful to consumers.  "Lowe's Fix in Six” (#lowesfixinsix) is also truly inspired by Vine, rather than being a force-fit. The series features home improvement tips -- like using pillowcases to organize sheets, removing stripped screws, taking off a stubborn sticker, cleaning rusty knives or keeping squirrels away from your plants.   These simple, everyday improvements are ones that consumers will find valuable and want to share with others. Lowe’s plans to release 12 Vine videos in total via its Twitter and Facebook pages.  The films were made by Meagan Cignoli, a finalist in the #6secfilms Vine contest at the Tribeca Film Festival.  https://vine.co/v/bU61aqq2YOp

“Lowe’s Fix in Six” (#lowesfixinsix) is also truly inspired by Vine, rather than being a force-fit. The series features home improvement tips — like using pillowcases to organize sheets, removing stripped screws, taking off a stubborn sticker, cleaning rusty knives or keeping squirrels away from your plants.

These simple, everyday improvements are ones that consumers will find valuable and want to share with others. Lowe’s plans to release 12 Vine videos in total via its Twitter and Facebook pages.

The films were made by Meagan Cignoli, a finalist in the #6secfilms Vine contest at the Tribeca Film Festival.

EVOLUTION OF SOCIAL

A move from static content to video interaction, text to picture, desktop to mobile and ever increasing scale offers new opportunities for consumers and marketers

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HP’s Giant Photoball is a Hit at Brazil’s Biggest Music Festival

Giant blow-up beach balls bouncing around the crowd are an inevitable part of many music festivals.  In a brilliantly simple idea, HP built a huge inflatable “photo ball,” which was fitted with an HD camera and a Wi-Fi receiver.

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The photo ball had its debut at Brazil’s biggest music event, Planeta Terra in Sao Paulo. As the ball bounced among the crowd, it took snapshots and video, which were transmitted live to the stage, and broadcast online to an audience of 3 million. Still images were uploaded immediately to HP’s Facebook fan page.

People could (and did) then tag themselves on Facebook. In addition, HP had a booth at the event where concert attendees could print out pictures of themselves taken by the photo ball.

In this clever example, HP took an existing behaviour and amplified it with technology in a way that enhanced the experience for both festival-goers and the online viewing audience.  It also paid off HP’s new ‘Making Memories Last’ brand positioning.

EVOLUTION OF SOCIAL

A move from static content to video interaction, text to picture, desktop to mobile and ever increasing scale offers new opportunities for consumers and marketers.

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.

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American Express Launches Tweet Commerce

Social commerce is typically Facebook’s domain but American Express is changing that: as of this week, card members can link their Twitter accounts with their charge accounts and tweet specified hashtags to buy products.

American Express Twitter

On Monday this week, opted-in card members were offered a $25 Amex gift card for $15. On Wednesday more products were added, including a $149 Amazon Kindle, a $179 Sony Action Cam and a $179 Xbox 360. These products will be on sale until March 3, if they’re not out sold out by then.

How does it work? Each product has its own hashtag, and is promoted on Amex’s Twitter page. After opted-in users tweet one of these hashtags, they get an automated response to their Twitter account with a confirmation code. They then have have 15 minutes to tweet said code, and once they do, Amex will process the transaction and send the product via free two-day shipping.

American Express is promoting the program using Twitter ads, Promoted Tweets and Promoted Trends, as well as emails to card members and messaging on its own site.

EVOLUTION OF SOCIAL

A move from static content to video interaction, text to picture, desktop to mobile and ever increasing scale offers new opportunities for consumers and marketers

“2013 will be the year of The Drop. We will drop social from social media as all media is social; we will drop digital and mobile from digital & mobile marketing as all marketing is digital and mobile … we are entering an era of integration and simplification as people want coherence, impact, joy, and help from people running brands”
– Jim Stengel

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