Archive for category Innovations
This is the ‘Trailer’ for a new interactive digital experience for the Range Rover Evoque Pulse of the City project. It’s a choose your own adventure film called Being Henry.
Starring Leo Fitzpatrick (The Wire) and directed by Nick Gordon (Levi’s, Sony, Doritos), Being Henry is housed on a dedicated Adobe Flash site. It’s basically composed of multiple videos that seamlessly switch when the viewer clicks on Henry and drags him toward a certain decision. The dragging sequence is done via a series of JPEGs that cut smoothly into the live action.
The viewer manipulates through a series of choices, resulting in nine storylines and 32 different endings. (Check out the video for a taste of what kinds of things happen in all the possible stories.)
The product tie-in? Every choice you make — taking chances, looking for love, etc. — apparently determines your ideal Range Rover Evoque, which you’re presented with at the end of the film.
If the idea seems familiar, you may recall that we have already ‘been there, done that’ with an ‘experience’ for the Alfa MiTo last year. Again proving that EMO can get ahead of the curve when given the opportunity.
When you buy a car, suddenly you start noticing all the other cars that are the same as yours, so much so that you’re convinced that there are more than there were before.
The transition between marketing ‘generally’ and then marketing ‘locally’ is similar. When you’re working in an agency that specialises in Local Marketing, suddenly you wonder how you missed all the stuff going on in the Local Marketing space. It’s so fundamentally obvious that in the battle for relevancy, proximity matters. Everywhere you look, people are talking about local – and not just as an intangible theory, but as an actual ‘thing’.
An actual ‘thing’, you say?
A highlight of the series of Maroon Peugeot 307s is the launch of a new US hyper-local industry trade publication StreetFight a few days ago. They’ve positioned the service as a collection of everything that’s happening in the hyper-local space, including vouchering, check in services, and local news sites. Then there’s the super-massive Patch.com hyper-local news service based in the US run by Arianna Huffington. EveryBlock (US) and StickyBoard (UK) community noticeboards have redesigned and launched respectively. Talk about Local‘s community efforts are ongoing and the Big Society ideas continue to generate meaningful conversation. These are just a few of the bigger things that are going on, but community activities and new ways to use technology to help communities engage are popping up every day. So too are hyper-local, hyper-relevant marketing opportunities.
People continue to have debates about the definition of the words hyper-local, localisation, local marketing… whatever we end up calling it in the history books, we’re part of a shift. The UK’s take on local is a little different to the US’s as pointed out wonderfully by Joni Ayn Alexander, but the main point is the same. It’s a thing.
A thing with big agencies predicting daft numbers like 42.5 billion dollars by 2015.
I’m sure I’m not the only one who hasn’t looked at a local community noticeboard for years, but I do remember a time when the notice board at my local Spar was the best place to find second hand furniture, recommendations for cleaners, and local events. And community noticeboards are the next thing to fall under an entrepreneur’s gaze and go digital.
EveryBlock – @everyblock
In his blog post about the relaunch, founder Adrian Holovaty says ‘The current crop of Web social media tools is focused on people you already know‘. Instead of focusing on existing relationships, EveryBlock connects people with a common interest – a location.
You can look up a postcode down to extreme granularity, or look for suburbs or cities, and ‘follow’ them almost like you’d follow a person on Twitter.
Users in the neighbourhoods can message each other and hold conversations almost like a discussion board or forum. EveryBlock also takes ‘stuff’ from the net and aggregates that ‘stuff’ by location. Yelp reviews, new local photos on Flickr, lost-and-found ads on Craigslist, real estate listings, local Meetups – all based on a location you’ve defined.
In short, EveryBlock amplifies the stuff already out there, just by making it hyper-local and hyper-relevant.
Mashable covered the relaunch as a community site and LostRemote also did a piece on them. It’s not available in the UK yet, and no doubt still has a lot of traction to gain in the US before it hops over to us, but you might as well head over to the homepage and vote via Twitter for London to be their next city.
StickyBoard – @stickyboard
StickyBoard ‘is based on the belief that strong communities make for a better, more fulfilling quality of life’. Users can read news, find local services, check out a calendar of events and post business reviews. Local businesses can advertise in one of several verticals, with Community groups advertising for free.
StickyBoard’s community beliefs are strong, but the website needs to get critical mass from advertisers in order to give the users a reason to be there. Given that it’s launched only a few months ago it’s hardly surprising to see empty news feeds and available advertising spaces. The first burrough was Ealing and you can see a lot more activity in that suburb than let’s say Camden.
So while EveryBlock connects local people and let’s them share community news while aggregating existing local content, StickyBoard connects local people to local businesses and events and is a platform for advertising. Both interesting, both local, both innovative.