STUDIES, TRENDS & INSIGHTS
OSEP TRENDS 2017
4 COMPONENTS TO BUILD MEANINGFUL CONNECTIONS
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Adidas - Project Harden
Sneaker brand uses Instagram to keep young fans on the hook for three months ahead of a new launch
Adidas used Instagram to build excitement for its new basketball shoe among teens and then sustained that hype for three months until the release date.
The brand had designed a signature shoe for NBA superstar James Harden and believed that creating hype in the run-up to its launch was the key to good sales. Adidas created a campaign that could keep male teens (aged 14-18) engaged for three months, without showing the shoe itself.
It is an Instagram campaign called Project Harden. Each week Adidas would upload a series of nine connected posts to the social media channel that would make up one large image. At the end of the week, Adidas would remove the posts and replace them with a new series.
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CONTAGIOUS TRENDS - RADICAL TRANSPARENCY
How brands are taking advantage of the decline in consumer trust by injecting transparency into their marketing campaigns
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Vodafone - Live. From a different world
In Romania, urbanisation is increasingly creating a divide between the younger, more digitally connected urban population and the ageing rural communities that they frequently leave behind.
To help reconnect these two worlds, Telecoms company Vodafone used Facebook Live as the platform for an entertaining web series designed to reconnect Romanians in town and cities with the elderly guardians of the country’s culture and traditions in far-flung villages deep in the Carpathian mountains.
The series, Romania Nedescoperita, spotlights the professions, skills and life lessons of a generation of artisans designated ‘Living Human Treasures’ by the country’s Ministry of Culture. The way of life these people embody is rapidly disappearing, but bringing their wit and wisdom to a platform that is a mainstay of popular culture feels like a credible and very immediate way to remind their younger compatriots of the value and insight that can be lost when we fail to stay in touch with our roots.
Traditional media was used to create buzz for the episodes, which rolled out on Facebook Live every Wednesday for eight weeks. With each of the eight episodes lasting between 34 and 49 minutes, the content is detailed enough to let the personalities of the subjects shine, while also neatly and subtly demonstrating the robustness of Vodafone’s 4G network. Also, thanks to the interactive nature of Facebook Live, viewers were able to ask questions in real time: an added bonus that helps create a feeling of connection in the moment.
Microsoft - Mixer
On May 25th, 2017 Microsoft launched Mixer, the next gen live streaming service that offer viewers real-time influence and participation in live game streams.
To prove how interactive Mixer is, for the launch we took one of the oldest ways to celebrate - fireworks - and gave them a modern update: interactivity. Then we left it up to the community of viewers to mix their own fireworks show, safely triggering them from the comfort of their couch, or desk (or wherever they wanted). Visit www.Mixer.com to try it for yourself.