Power, Precision and Control
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.