Danny MacAskill is an internationally-acclaimed street trials rider who asserts in this Remington film that life as a rider ‘takes power, precision and control.’ We watch beautiful and dangerous shots of him riding through the city of San Francisco. Only the final credits link him to the brand itself, Remington’s Touch Control Male Grooming range. The film was released as part of a series to promote the range, with other films starring F1 drivers and parkour stars.
Topshop have successfully commercialised their Facebook audience – turning ‘likes’ into sales. While the catwalk show of new season’s trends was being streamed live over Facebook, fans had the opportunity to share photos of the key looks, buy clothes and accessories for delivery within six to eight weeks as well as browse colour options and order makeup for delivery within 48 hours – much sooner than the arrival of garments into stores.
In an interview with Reuters, Justin Cooke, the Topshop chief marketing officer, said, “People have been trying to figure out for some time, how do you make these ‘likes’ into something relevant, how does the social aspect mix with your brand, and I think we are going to be the first brand to unlock that, we’re going to be the case study …(to) commercialise that social audience.”
Sadly, it will not always be summer, as epitomised by not only the weather in London this week, but also the stunning A/W William Tempest for River Island collection which entered selected stores on Monday. The second biannual FASH/ON Film Festival premiered Ryan Hope’s 11 minute film, which displays the 13-piece capsule collection at a fantastical party in a secluded mansion. The purpose of the film is to stimulate and promote the growth of the brand, whilst forging relationships between fashion designers and an emerging film-maker. Moreover, the film highlights London as integral to the digital revolution.
Puma’s Live Life, Don’t Watch It film is an effective campaign. It urges people to be sociable, slyly warning of the contentment many people have of choosing an easy entertainment choice – TV. This film celebrates those who create their own stories with their friends and teammates. The tone of the film allows for time to think about how you live your own life, and proves that fun is attainable.
Humorous branded content from Fresh Step has racked up nearly half a million views on YouTube in just ten days. And it’s about cat litter. Clearly with a great idea, even the most ostensibly mundane product can be transformed into an engaging, entertaining branded video.
MTV Mobile Europe has launched ‘GIF ME MORE PARTY’ a new integrated campaign showing the features and functions of MTV Mobile through interactive content in partnership with Buzzman Paris.
Experience an ‘awesome’ party (probably spelled parDy) from 50 different perspectives. It’s very MTV. And it’s very engaging.
Branded content meets real-life shopping experience in Burberry’s landmark London store launched this week. Burberry garments are equipped with RFID microchips hidden within, so that when a customer approaches a mirror wearing the item, the mirror transforms into a screen playing videos of the garment on the catwalk and how the item was made. This is a pioneering way to bring content into the physical world.
This London Fashion Week has been bursting with digital content but this piece, starring the designer Dominic Wilcox, showcases a unique and innovative idea with appeal beyond the front rows. Marking the launch of Global Footprint’s ‘Guide Me Home’ shoes, Wilcox explains the history and concept behind his invention: GPS navigation shoes with LED lights that direct the wearer to their required destination anywhere in the world.
MTV is mobilising its content wealth to attract brand partnerships. A new international, multiplatform, fashion and style destination www.districtmtv.com will launch in the UK, Italy, France, Germany and Spain. This platform will aim at targeting style-savvy 18-to-34-year-olds. Offering access to vast entertainment archives and exclusive content in music, fashion and pop culture, MTV is creating a unique proposition for brands looking to connect with this key demographic.
A brand known for their off-the-wall online content, Skittles have released a new faux interactive piece that is attracting attention. In Skittles: Interactive Theatre the audience can direct their own story – as long as your name is Bernice… Rather than distributing the video through their popular, official Youtube channels, Skittles have targeted potential fans through comedic video website Funny or Die.
Nike has forged the way in beautiful content creation in the sport arena. This snowboarding project once again sees them openly collaborate with filmmakers to focus on an area of branded content largely dominated by the likes of Red Bull, GoPro and Relentless. Beautifully shot with the brand taking a low profile in favour of viewer entertainment.