If you work with video, animation, or motion graphics for advertising, or promotional materials you should probably start thinking heavily about mobile outlets and how you will deliver content. Case in point, the video below from MNSTR for Lacoste and the Australian Open. This video showcases the work MNSTR created specifically for the small screen, and even more specifically for the short time frame, touch points like Instagram and Snapchat require. Simple, short, colorful animations paired with high quality sound design help to make these work. MNSTR did their homework and got their heads wrapped around the space these would presented in and pulled it off. This series of short animations were dribbled out over the two week event helping to extend the total reach of Lacoste’s efforts.
It’s pretty amazing how brands are beginning to take advantage of the Instagram API to create compelling advertising. Landrover has launched 2 Instagram campaigns that take full advantage of the smartphone applications ability to use video and seamless image blends to create a story built around the new Landcover discovery. Developed by Y&R New York, followers engage in two fictional stories. The first follows the adventures of two brothers in Kanab Utah. The second a young couple in Sawtooth National Forest Idaho. The campaign blends amazing landscape photography that has been stitched together to create a seamless, scrollable backdrop, and short video clips from each adventure. Both stories are viewable at @SolitudeInSawtooth, @BrotherhoodOfWonderstone on Instagram. At various points users can tap on specific images to learn skills in off-road driving, survival tips, and other outdoor techniques. This is such a great form of social advertising. It is engaging, without being a hard sell. It elevates the brand in a way that makes the Landcover Discovery even more desirable, and it engages with the target audience on a very transparent level. You really should look at this on your Instagram account if you can. The website version simply doesn’t do it justice. The video below from Digital Buzz shows it in action if you don’t want to, or have the time to check it out on your Instagram account.
here is an interesting use of Instagram in terms of advertising without feeling quite so much like an ad or an online catalog.
Ikea Russia created an “Instagram Catalog Website” for a 34 piece designer collection of products. The Instagram account used the tagging feature to promote items and encouraged followers to share images and videos of their own Ikea PS 2014 products using the same hash tags. The campaign snagged over 15,000 followers in less than a week. With the “Instagram Catalog Website” functioning much like a microsite, the cross linking feature allowed each product to build out it’s own Instagram microsite for each product. The social sharing users generate with their own photos tagged with the product’s Instagram name allowed the campaign to go viral.
Oh and the cost was marginal for Ikea Russia.
Anyone that knows me, knows that my personal engagement with Facebook has wained over the last few years as the social media giant has grown into a giant ad revenue giant. The video below from Veritasium has drawn almost a million views in the last two days. Why? because it punches a gaping hole in Facebook’s pay for “Likes” system and the way Facebook’s pay to play promotions work. If you are a marketer, advertiser, or anyone that uses Facebook as a platform to engage with your target audience, you should watch this. What Veritasium points out is hard to deny, and the point they make about audience engagement effects you more than you know.