Social Media

Land Rover on Instagram is API Genius.

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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.

 

IKEA Virtual Weddings.

OK this is just absolutely brilliant. Thanks to Swedish agency Akestam Holst you can now have a virtual wedding courtesy of IKEA. The new “Wedding Online” is a service where users can choose from a variety of locations, that have been decorated with IKEA products. Designed to showcase the latest and greatest trends from IKEA, the service works by having you connect via Facebook, and then live stream the event to your friends and family. The wedding is recorded and stored online so you can relive the memories again and again. This is absolutely brilliant, and pretty hilarious at the same time. Part of me wants to think this is a joke, but based on some of the amazing promotional stuff IKEA has been doing on the web and in social media lately, I’m pretty sure it’s not.

“Aspirational”, Matthew Frost on Selfie Culture.

Kirsten Dunst is the star of a new online film by Iconoclast’s Matthew Frost for fashion magazine Vs. In the film Frost takes direct aim at the narcissistic selfie culture that has exploded with social media and the smartphone generation. In the film Dunst is waiting outside of her home for a ride when a car with two young women stops and ask if she is who they think she is. Without asking her permission, they hop out and start shooting selfies of themselves with Dunst while muttering “cool” in the background repeatedly. In spite of it all Dunst remains friendly and even asks if they want to talk or ask her anything, but their primary interested is being tagged by Dunst on social media to gain random followers and likes. Through out the entire clip Dunst’s expressions are spot on, and the script nails the experience so well. At the end listen to the movies they name and see if you can spot the ones that Dunst was not in.

Rosetta Stone’s Smaller World.

Rosseta Stone has just launched a brand new campaign targeting millenial’s,   “Create a Smaller World“, is a omni channel advertising campaign encouraging millennials to learn a new language using foreign language giant’s online software. Developed by Energy BBDO every portion of the campaign is tied together linked back to a media rich website that features of short films focusing on how learning a new language can help people form connections with others. The four part online series was developed in partnership with VICE and were directed by Young Replicant from Pulse Films. The full campaign, includes TV, radio, print, digital marketing and social media.

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The Seven Wonders of Oregon.

I’m over the “I can’t draw” sketchbook look, and the “Badly painted” hand lettering look. It reached a fever pitch of a year ago and its starting to feel a bit dated. I know this is a personal opinion, but it’s like the stop motion craze with vintage effects look, for me it’s jumped the shark. One exception that I have to the sketchbook / painted hand lettering look for me though is the “Seven wonders of Oregon” campaign. I like it because it doesn’t feel like every other travel / tourism campaign that starts to roll as winter melts away and gives into spring and summer.

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Travel Oregon made it’s largest marketing investment ever with this campaign at a cost of $3 million dollars. The integrated campaign uses a combination of TV, Social Media, Print, and Direct Mail, developed by Portland’s own  Wieden + KennedySubstance and Sparkloft Media. Th e basis of the campaign is pretty clever and straight forward. It argues that whoever created the original list of the seven wonders of the world, never set foot in Oregon. So,Travel Oregon named it’s own seven wonders for the state: the Oregon Coast, Mt. Hood, the Columbia River Gorge, Crater Lake, the Painted Hills, the Wallowas and Smith Rock. Placed over the images are a series of stamps or logos which use the amateurish hand drawn look to effect. The logos are used through out all elements of the campaign and render an entirely different feel than typical travel, or luggage stickers used in many tourism campaigns. The illustrative  style is used across all aspects of the campaign from video to web to social media creating a cohesive voice and brand for Travel Oregon. Hopefully it will have staying power for a few years.

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“Building Social Brands” Slideshare and a Free eBook.

As social media has become a marketing and branding powerhouse in the last decade, for many there is a general belief that if you build it, they will come. That social media is the marketing panacea that will make your brand a standout in the marketplace. The truth is, it’s far more difficult than you think, and there are rules of engagement with your target audience that will help build your social brand.

Below is a really solid SlideShare presentation on the key building blocks of a social brand. In it you’ll find great information from the guys at WeAreSocial, about how brands drive conversation, building digital communities, adding value to conversation, going mobile, and much more. There is a link on slide 3 to download the free eBook that accompanies this deck as well. Or if you just want to download the book and skip the deck you can get it here.

tumblr Emerges From the Tumble Weeds.

A few years back a colleague asked me what I thought the next big social network/micro blogging site would be and I half jokingly replied Tumblr. At the time my comment was dismissed with the belief that Tumblr was just another social site in an ocean of social media outlets. My colleague was somewhat justified in dismissing me. Tumblr had been around since 2007 and wasn’t really gaining much ground in the world of micro blogging. Then something changed, and Tumblr caught the eye of Yahoo.

Through out Yahoo!’s history they have been known for buying some really great, and some not so great startups, and letting some of them wither and die. What Yahoo! plans for Tumblr is unknown. Right now they are functioning as an autonomous group, and simply displaying Yahoo! ads within the space. One thing is certain, Tumblr is on the rise and the numbers don’t lie. 

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