Archive for the ‘social media’ Category
Due to a huge number of requests from Twitter and Facebook users, you are now able to ‘deliver a gift a 30,000 feet’. Airline KLM have enabled a feature called “Wannagives” where you can select and pay for a gift online (such as flowers or a glass of champagne), and this gift will be delivered to the recipient on board their flight. With the ideas for this feature coming through social, this is a great illustration of how listening to your audience can help you develop and grow your brand in a way your fans want you to. With airlines in Europe and America believed to soon be allowing the use of electronic devices on board, this idea could develop in many ways.
Google’s latest patent looks to introduce ‘unsocial media’. Their new technology boasts to produce automatic, personalised responses to interactions sent your way on social media. These are said to be built by collecting and analysing your previous interactions, putting together an ‘appropriate’ reaction, and giving you the option to use it as a response. Google claim this can also be used for email, IM and texting – meaning that one day, we could be having a conversation with each other, without ever actually responding to each other. This brings a new meaning to ‘predictive text’.
With many start-ups having been attempting to break the world of social commerce – many haven’t quite achieved it. Comr.se is another of these attempting to work with brands to tap into shopper impulses and convert every product interaction into into a purchase opportunity – all without leaving their social media feed. They are also offering a range of back-end analytics to brands, giving them the potential to optimise their future marketing efforts. Already operational on Facebook, and soon to be on Twitter, their most innovative platform presence will be Pinterest as a full transaction within a pin will be a platform first.
Lexus through the Grape-Vine
Lexus has claimed to be the first automaker to reveal new car models using Vine. With plans to unveil two new cars at the Tokyo Motorshow on Nov 21st, they haven’t stopped there with their social integration. Lexus are also asking Twitter followers to tweet their questions about the models with #LexusInTokyo. The automaker will then respond to two questions an hour with tailored Vine’s to illustrate the answer. Although other brands, such as Taco Bell, have launched products on Vine, with their Q&A follow-up, Lexus have taken their engagement to a whole new level.
Like A Rolling Stone
In a move that proves he is as revolutionary and relevant as ever, Bob Dylan has set social media buzzing with the latest interactive video for his classic song, ‘Like A Rolling Stone’. Featuring recognisable TV stars lip-syncing to the track, the video is in stark contrast to the original, which was marked by very plaintive lyric cards being held up by Dylan himself. Following in the footsteps of other bands like Arcade Fire, who used HTML5 in their video ‘The Wilderness Downtown’, Bob Dylan is clearly trying to reposition himself as relevant to the digital age. You can watch the video here.
#Lookup, it’s British Airways!
British Airways has proved that they are always on the edge with their latest “magic of flying” campaign. The adverts, located on digital billboards in Chiswick and Piccadilly Circus, seek to remind people how magical flying can be and approach the topic from a child’s perspective. The ads will interact with the aircrafts flying overhead, by tracking them and revealing the image of a child pointing at the plane accompanied by its flight number and destination it’s arriving from. With the focus on creating the “wow” factor with this campaign – watching the billboards come to life certainly does that.
In an attempt to create a seamless experience between users’ real life and online shopping behaviour, Google is reportedly testing people’s shopping habits by tracking their location through their smartphones. They are trying to correlate whether a user has been served information online and have then gone on to visit a store, by analyzing the user’s location and mobile phone usage. If they are able to give insight on this test, it would add great value to retailers and possible allow Google to monetize this as a service for brands. However, it could be seen as a little too “Big Brother” for Google’s increasingly strained, “Don’t be evil” policies.
Despite only running for one month of the year, Movember has been crowned the most talked about cause in the charity sector on social. Highlighting the power of social media, their method showcases a positive story for other charities who want to raise awareness online. Their use of tactical social media helps ensure that they succeed in raising money and awareness for prostate cancer. After years of success, experienced fundraisers have even been given a “Mo Space” app to showcase their progress – very popular in social sharing. How is your ‘stash growing?
The Adventure Series: Bike vs. Canoe
Who will win in a race between an Olympic gold medal winning canoeist and a World Champion mountain biker? Our client, Mercedes-Benz Vito Sport took a roadtrip to Wales with Tim Baillie and Rachel Atherton to film the finale of, ‘The Adventure Series’ and pit two world class athletes against each other. Vito Sport is encouraging people to watch the trailer then tweet their guess to @TheVitoSport using #BikeVsCanoe and come back on Wednesday November 20th to find out who wins.
Last week, The Social Practice joined CHI & Partners, Rapier, Halpern PR, M/Six, The Box, Matter and &Analytics as part of a bold move to deliver a modern, multi-channel service to clients. The idea is to deliver business changing creativity with both the power of a global network and the knowledge of a smaller entrepreneurial environment. This brings together industry experts from 10 disciplines in 23 offices across 17 countries worldwide that work together on Big Ideas to be both specialist and diverse. You can listen to Johnny Hornby sharing his vision here.
The BBC has embraced social in the run up to the Doctor Who special ‘The Day of the Doctor’, with a video message from The Doctor himself. This simple campaign to raise awareness across social will reward fans and participants with exclusive content from the 50th Anniversary episode. A dedicated website shows the tweets with #SaveTheDay building an interactive digital version of the Tardis. Each point within the digital Tardis is a single Tweet or Instagram image. Go on, why not help #SaveTheDay with The Doctor!
Argos Alien’s #GiftForSanta
The loveable blue family from Argos is back this Christmas and getting excited about festivities again. This creative collaboration from CHI&Partners and The Social Practice sees the Argos Aliens on the hunt for the perfect #GiftForSanta. Alien Dad is so committed to finding the perfect present that he’s creating personal responses for his fans. Keep an eye on your TV screens this Wednesday evening as there’ll be more fun to be had with Alien Dad…
With a large proportion of people’s days spent commuting, Mattel is seeking to drive consumer engagement by publicising their Scrabble word game to the commuting world. The Scrabble Challenge is an integrated OOH and social campaign that takes the form of a series of Scrabble tweets, containing seven random letters, from @scrabble2winUK. The most inventive solutions tweeted out with #ScrabbleChallenge will be eligible to win a weekly prize. A clever way to tap into a mass market and get them thinking about your brand – keep your eyes peeled for clues on your way home.
Twitter Turns on TV
As the connection between Twitter and TV strengthens, it’s clear why Forbes this week claimed that the social network sees itself “as a TV companion, an indispensable tool to keep up with, discuss and even influence the outcomes of shows and live events”. With the addition of the See It button to tweets, you can understand why. Moving on from stunts to fully integrated TV viewing directly from Twitter, this collaboration between Comcast and Twitter is limited to certain TV subscription members but its success could determine a new future and direction for Twitter.
Share your Hair
“Content is King” right? UNIQLO have again created a strong Pinterest campaign to compliment the A/W 2013 collection. The Japanese clothing company has launched a new do-it-yourself hair style website that showcases 16 different styles to match their look from the season’s range. Each step-by-step guide is posted as a shareable Pin – perfect for fuelling engagement and conversation around the brand.
Buy My Toy Car
Car dealer webuyanycar.com has taken realtime marketing to the next level with a microsite build after a fake letter “from the website” was retweeted 32,000 times. This letter declared their refusal to purchase a child’s toy car, but PR swiftly responded with a promise to buy the first 100 Little Tikes offered, and published an accompanying Vine. The added touch was the webuyanytoycar.com website that was built to accompany their new promise, including the job advert for a “junior vehicle purchaser”. It may have started as a hoax, but we could be seeing this turn into something much bigger, broadening out to Hot Wheels, Scaletrix and maybe even Lego cars.
Heineken Pioneering Bar
Heineken has surprised its customers again with its latest campaign to celebrate the brand’s 140th birthday in Taiwan. This time, Heineken encourages people to time travel in an interactive booth located in the heart of Taipei to discover and explore the magic of Heineken, that is the “Planet Heineken”. Powered by the new Leap Motion device, the booth projects 3D mappings on surrounded walls to provide a real time travel experience. Once the trip is over, customers can pick a personal souvenir. Looks like 3D experiences could be at the core of future digital campaigns.
YouTube Music Awards
Celebrating the growing musical talent found on YouTube, the video-sharing site has announced their own live-streamed awards show. To emphasise the social nature of the award, YouTube will call on the online audience to select the winners, who will be decided on online impressions and views accumulated over the year. The ceremony will feature performances by both signed and unsigned artists, and will overall showcase the positive features of YouTube. We’ll certainly be tuning in.
Feed The Pigs
If you paid a visit to Westfield London at the weekend, you could have found yourself supporting free range farming through an interactive experience from ‘Compassion in World Farming’. ‘Feed The Pigs’ was streamed live from a farm in Buckinghamshire and gave users the opportunity to literally feed the pigs apples. After donating £1, you could download the app which gave you the ability control the ‘apple launcher’ by flicking your smartphone. This is a great example of using interactive activity to promote charity awareness, and by gamifying the process; users were actually able to see where their money had gone.
Samsung Like Companions
There is nothing like sharing interests to spark relationships. Nowadays, sharing our interests has never been easier thanks to social media – especially through “Likes”. Samsung is running “Like Companions”, an integrated campaign promoting the Galaxy S4 phone, giving users insights into their friendship group and allowing them to discover new friends as well. Users connect their Facebook through the microsite and see those who they have the most “likes” in common with. This campaign offers the possibility of connecting with others through common favourite content – surely it’s only a matter of time before this mechanic forms the basis of a new online dating site.
MINI salutes you
As part of their recent Not Normal campaign, MINI has launched a new digital and innovative outdoor billboard stunt that recognises MINI drivers. These drivers are sent tailored messages as they pass the JCDecaux on London Cromwell Road. The giant carmaker has started this initiative to celebrate the uniqueness and creativity of MINI cars and their owners by saluting them digitally and offering them a series of treats to those who stopped at the partnered petrol stations.
British Airways has marked the launch of the new Dreamliner fleet with a competition that puts their state of the art aircraft head to head against a virtual one – the Tweetliner. Today, a live race between a BA flight from London to Toronto and a tweet powered virtual plane took off. Participants must tweet with #RaceThePlane to take part and enter. With the coverage BA gained earlier this month after a man bought a promoted tweet to complain about the airline, this campaign could be their fresh start for positive online conversation.
#Actiontags is the new feature introduced to the world of social commerce from Chirpify. Stretching across Twitter, Facebook and Instagram, hashtags such as #buy, #vote and #donate are turned into user transactions when used in conjunction with a brand unique hashtag. Having already partnered with Forever 21 and MasterCard, it seems there is an uptake for brands to test out this new feature with their own campaigns. Although there is the potential to be flawed if others jump on the hashtag, this mechanic will certainly add great value to social networking sites by keeping users inside them rather than sending them out to an external payment solution.
Just a Reflektor
After the success of interactive video, “The Wilderness Downtown”, Arcade Fire has again used the latest web technologies to launch their new single “Just a reflektor”. Launched on Google Chrome, the video utilises a whole new way of experiencing music videos. You’re provided with a unique code that syncs your phone to the video in real time, which makes the story editable through cues from your handset. Although a creative idea for the music industry, how many people will really interact?
Tweet that Ad
A Romanian Coca-Cola ad has appeared to break new ground by integrating live tweets during an ad for their ‘Let’s Eat Together’ campaign. The ad incorporated a subtitle bar that streamed (pre-edited) tweets from consumers with the hashtag #LetsEatTogether. Addressing the fact that 60% of people don’t eat meals together, the tweets were often dining invitations – with a coke of course. During the campaign, Coke’s Romanian Twitter followers increased by 15%, and they found that people looked forward to the advert. However, we do note the irony in the message of spending more time together being promoted through social media and TV.
Snapchat Fashion Show
Want to see the latest looks at the fashion week but can’t attend the show? Rebecca Minkoff has proved that this is no longer a problem! The designer plans to debut pictures of 10 looks on Snapchat before they appear on the runway at New York Fashion Week. Snapchat seems to be the fastest way to share moments on smartphones, and other companies like Taco Bell and 16 Handles have already used it to market new products. It looks like brands are realising that Snapchat has potential beyond its ‘sexting’ reputation.
Heineken Scavenger Hunt
After their Crack The Case campaign, Heineken have shown they are also highly innovative when it comes to engaging customers on Instagram. Fans now have the chance to win tickets to the U.S. Open Men’s Final by finding clues on an Instagram scavenger hunt. Heineken launched a branded campaign- specific Instagram feed populated with images of a crowd that invites fans to look for clues hidden in these images. Users need to turn their phones sideways and scroll through the photo grid until they find an answer to given clues, which will ultimately lead them to win the tickets. What a great strategy to generate non-sponsored brand impressions!
Making the Skip Button Count
The Australian Federal Police are utilising YouTube’s pre-roll advertising in a creative and clever way to make Australians aware of over 1,600 long term missing persons. Using geo-targeting to display the ads where each missing person was last seen and instead of the standard ‘skip’ button, users were given the option to say whether they had or hadn’t seen this person. 268 users clicked ‘yes I have’. Social advertising for the greater good.
Google has announced that its latest mobile operating system for Android is (insert drumroll) KitKat. Take a look at KitKat’s website, it’s a HTML 5 dream and a really impressive take on the collaboration from the confectionery company. With KitKat bars across the globe advertising a chance to win a Nexus 7 or Google Play credit, Google will be splashing the KitKat name across thousands of Android handsets in exchange. It’s cute Google. We quite like KitKats too.
Disgruntled British Airways customer Hasan Syed promoted his tweets with $1K to complain about the airline losing his luggage. Promoted tweets typically appear in the top of a user’s timeline when they search for a related keyword, therefore meaning anyone searching for ‘British Airways’ would see Mr. Syed’s tweets first. The tweets generated 76K impressions on Twitter, 14K interactions from Twitter users and a number of news articles. The tweets mark a new frontier in customers fighting back on social.