Your digital footprint is being tracked
This week we look at how Tupac became a global twitter sensation, an interactive map that documents many lost nights in the vibrant place that is east London and how social sites and marketers can use our online footprint to their advantage.
As part of Dazed & Confused magazine’s May issue Is East London Dead? Dazed Digital has launched an interactive map that enables creative residents of the area to upload personal memories, into what will become a permanent archive or digital exhibition. Over time, ‘A Secret History of East London’ will document the events, exhibitions, lost nights, gigs … in fact just about anything between 1990 and the present, to create an alternative history for this vibrant area. In an interesting twist, commercial businesses are sharing memories and using inspiration from the past to publicise new and upcoming events.
New Balance flagship store in Boston has incorporated content into the retail experience in an interesting way. Picking up a trainer triggers content related to the particular shoe to play on in-store screens. Shoppers can also choose to play certain videos through the screens themselves. This could get really interesting if the content moves beyond ads to offer training content tailored to the shoe, or a bit of back-story to give the product personality. Exploring the role for content within the retail experience is hot right now as brands are looking to enhance the retail experience and increase footfall. How can Sony Gold content be used to enhance Sony’s retail experience and boost the brand?
Fresh from its triumphant performance at Coachella, the hologram of Tupac Shakur is in demand for a full-scale tour. When the hologram appeared on stage with Snoop Dog and Dr.Dre it created a global sensation. Live on stage the 2-D Tupac rapped both alone and with the other artists – playing songs he had never before performed live. Not a cheap trick, Dre has big visions for this venture. It could have been Sony who explored this massive and somewhat unusual opportunity – a hologram gig was a previous idea we’ve had for a Sony experiential event.
Digital and Social
A ‘Like’ is just a ‘Like’ and with it we know doesn’t necessarily come much, until now. Through their Ads API Facebook is giving marketers the ability to target their communication to those most likely to not just ‘like’ but actively engage through either sharing or buying. Soon brands will be able to effectively target audiences based on their key social behavioural patterns.
Websites track every stage of visitors’ activity, but will legal changes to users’ consent make a difference to websites? Virtually every internet user will have hundreds of cookies (trackers) on their computer which store and examine their online life – how else would we remember our many passwords? From May 26 new EU law will force websites across the UK to flag and explain to users the information they’re tracking – data they had previously taken for granted. In terms of protecting privacy this seems like a great solution but it definitely doesn’t do much for user experience. Websites future success may depend on how well this is done.
The influx of social TV apps means that it’s more important than ever to produce content that is engaging, relevant and activated effectively across platforms. It’s going to become increasingly important to consider upfront how the content social platforms will run and effective activation within these to target different areas in order to create memorable experiences.
A big news week for Coca Cola’s marketing – In the run up to the Olympics, Coca Cola will undertake what it claims to be “one of the biggest experiential activations the country will ever see.” As part of its sponsorship of the Olympic torch relay, Coke with a fleet of interactive branded vehicles will host a series of events to highlight the positive things that young people are doing in their communities. Each night during the 70 day relay, special events will be set up. Among these events will be; live music, limited edition Coke and creating and sharing your own music, all of which go towards establishing Coke as a recognised music brand. Do you think these kind of events are a successful approach to brand engagement? Will it help people all over the country remember Coca Cola for putting on great music events?
Tags: 2Pac, Boston, brand, coca-cola, Content, Cookies, dazed and confused, Dr Dre, east london, events, Facebook, guardian, Hologram, interactive map, likes, live music, Marketing, new balance, olympics, Social Media, Social TV, Torch relay, Twitter, video content
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