For the past year, Instagram has successfully highlighted and curated all categories of content that creative Instagrammers have shared on the platform, giving creators a greater online presence that often translate to their offline career.
Recently, Instagram launched the @music channel that gives a “behind-the-scenes’ look at big name artists as well as lesser name performers.” The @music channel is a pointed effort by Instagram to create a community that is music-centric as well as a way to discover new artists.
Why this matters:
With the platforms high engagement rate and the potential for Instagram to enter into formal partnerships with businesses, the right brand could have the opportunity to be the first to create amazing branded stories that align with @music’s core demographic.
Bonnaroo, a four-day music and arts festival, is asking their fans to announce the 2015 line up. Between 6-9pm on January 13th, people will call into a hotline to discover one artist that will be on the line up. Thereafter, fans are encouraged to share a sign, a short video, or anything creative announcing the artist via Instagram, Vine or Twitter with the hashtag #bonnaroo.
Why this matter
On average, Bannaroo has 100,000 attendees per day. That said, their decision to enlist the help of their fan base to tease the release of the lineup is very unique as well as authentic to the brand. Brands are constantly faced with challenging themselves to do something different and set themselves a part from the pack – this Tuesday (January 13th) we’ll see how they fare.
This year, at the annual Consumer Electronics Show in Las Vegas, the Internet of Things was the dominant theme “where there were devices that turn on the oven while you’re at work, vacuum your floor, lock your door from remote locations and drive your car”. Take a quick look:
“Life as they depict it via the Internet of Things has become easy and simple. (None of the devices ever break down, and they install themselves!)
- Electronic ovens
- Robotic floor cleaning tools
- Algorithmic temperature control devices for the home
- Bigger 4K TV sets
- More Phones, Tablets and Phablets
- Audi drove their pilotless car from Silicon Valley to CES in Las Vegas over two days.
- Toyota introduced the first car every made to run on hydrogen
- Dolby Atmos, advanced audio technology that enables only two speakers to provide immersive sound as in a movie complex.
Old Navy taps Viners for the second time this year after their summer “Flip Flop” campaign. This time around, Old Navy is putting a social media twist on the holiday gift swap, calling it the “White Elephant” Vine game (in honor of Old Navy’s Fair Isle Sweater used as a backdrop). This game lasts 12 days, with a cadence of releasing one Vine video per day. Old Navy brought in 12 creative Viners with large followings with the specific purpose to respond with a Vine of their own. The Viner would “steal” a previously opened gift or “open” the gift of the day. People who have revined or liked one of the “White Elephant” vine game would be eligible for a chance to win a gift.
Why this matters?
Vine has been largely a domain for Millennials and the Z generation. By Old Navy reaching out to this audience through influencers who have massive amounts of followers, they are introducing themselves to an audience that might not be familiar with their brand.
In the recent past, Honda teamed up with game franchise “Forza Motorsport” to create custom vehicles, the Honda Legends Car Pack, for Forza Motorsport 5. Almost a year has past since the release and Honda has now created a driving competition for the digital debut of the Civic Type R model. In this competition, users will upload gameplay of the fastest and most entertaining laps of the Nurburgring track to the Xbox Uploads platform. The top 10 winners will be shown and announced across Microsoft’s YouTube and Facebook channels.
Why this matters?
Prior to the release of Xbox One and Playstation 4 consoles, it was extremely hard to record game footage. With the barrier removed, UGC gameplay content is an untapped opportunity for advertisers to reach the influencers in the gaming community as well as share the brand in a way that is non-interruptive and engaging.
In 2014, one in five Americans wear smart technology, whether it’s smart glasses, smart watches, fitness bands or smart clothing. This year alone, the wearable category is looking to produce 14 billion dollars in sales and balloon to 70 billion by 2024. (PWC)
As wearable technology progresses, an evolution has occurred where wearables that were focused solely on displaying information can now produce content – video and audio.
Why This Matters?
There will be opportunities to integrate wearable technologies with open application programming interfaces (API). As Facebook, Twitter, WhatsApp, Snapchat, Kik, etc focus on one-on-one and private group networks, it can truly open an avenue for telling stories in new and unique ways.
Twitter introduced new and exciting features to its platform, most notably the Instant Timeline. What was not mentioned was the inclusion of Native Video editing.
Why This Matters?
Twitter entering the video postproduction world on the native app is a really good thing for brands for two reasons:
1.) Better user experience – it allows users to not leave the app, which means better real-time content created for user generated content.
2.) Quality content – When a brand asks for UGC, expect for less amateurish content to surface now that mass users have editing tools at ready.
Foley Ibidapo is a creative strategist with a multidisciplinary background in event marketing, content marketing and social media marketing for non-profits, companies and organizations including: PUMA, Lenovo, Victoria's Secret, Massachusetts Life Sciences Initiative, Didfit, Saucony and Creative Manna.