Whether it’s spending hours glued to your iPhone flicking between seven different apps or that you just can’t concentrate on watching a film on Netflix for more that ten minutes. Tales of the human attention span becoming increasingly shorter due to technology, often seem like something out of a sci-fi movie (that I could only watch 10 minutes of #bored)
It takes a lot to grab our attention. We’ve seen it ALL *nail-painting emoji*…or so we think.
Cue the 2016 MET Gala – the fundraising gala (pronounced GAH-LAHH dah-ling) where Rihanna and Beyoncé fight over the title of Best Dressed in designer dresses from Balenciaga and Balmain.
Not since Kim Kardashian’s PAPER magazine cover has the Internet been so broken. Well, Instagram to be precise.
On the evening, fashion bible Vogue teamed up with film director Gordon von Steiner to produce standout video content to be shared specifically on Instagram.
These short video snippets of celebrities and models standing, posing or dancing within a light installation spread through the Insta-verse like wildfire.
The combination of the strobing lights, the futuristic music and the super-stars themselves created a stroke of visual marketing genius.
The event, at which a ticket costs around $30,000, became instantly accessible to all and in almost real-time. As a result, Instagram users were engaged and felt part of the event. Not only did the famous faces share their experience with millions of followers, but so did thousands of users. This generated millions of views for each video, spreading the Vogue and MET Gala brand names across social media. #NOTboring.
The rise of experiential marketing is hard to ignore. Nicky Havelaar, managing director at creative communications and events agency Crown explains
“The consumer is bombarded with an unprecedented amount of information through a multitude of channels, thus it is imperative to cut through the noise with original and authentic methods to grab their attention,” she says.
“Events and experiential provide a creative, yet relevant platform to engage consumers and it’s a key reason why the creative industry is thriving as the focus is on the consumer.”
Another example of amazing immersive brand experience is that of the Mondrian Hotel in Miami South Beach during Art Basel back in December 2015.
Visual installation duo Dawn of Man projected digital images onto the rainbow-shaped hotel pool which was filled with 250,000 ping-pong balls. The interactive installation was a highlight for guests and partygoers who were able to dive in and be part of the work.
Laura Newman-Cardwell, creative producer at Output Group explains,
“Immersive content is one of the ways brands are challenging the existing status quo. In its simplest form, immersive content is a multi-sensory experience designed to tell a story. To create truly immersive content, it must allow the consumer to become a part of the story through the use of his or her own interaction and imagination – at this point an experience is elevated from being passive to personal. Then, at that moment of genuine human connection, brands can make a lasting impact on their audience.
Here at LOOKLOOK we are always looking to the future. We believe that the need for fun, visually satisfying content created at events will not be slowing down anytime soon. Our GIFGIF has been in action since 2014, producing moving content for global brands such as EE, L’Oreal, Christian Louboutin and Red Bull.
Want to bring your brand into the future with uber-shareable gifs? You know who to call!
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