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LEGO makes for a brilliant and satisfying case study for hundreds of reasons.
It helps that it’s one of the most beloved brands on the planet, appealing across generations and ages. It constantly remains relevant by aligning itself with quality licenses and innovations, whilst staying true to its own brand identity.
Therefore it’s great idea to check in with the company on a regular basis to see what it’s been doing on its digital channels, to offer inspiration for your own endeavours.
We also have LEGO’s global head of social media Lars Silberbauer-Anderson talking at our Festival of Marketing in November, so please join us for a two day celebration of the modern marketing industry.
London Fashion Week is over for another year, and what a week it's been.
The Econsultancy content team have been to exactly zero catwalk shows and no glitzy parties, and quite frankly we're exhausted.
Thankfully our friends in the world of fashion were kind enough to share all the glamour via social media, so we have a fair idea of what went on at the major fashion shows.
Data from Hotwire PR shows that Burberry managed to drive the most conversations around its show with 21,958 tweets, while Topshop came a distant second with 9,108.
This is likely because they're two of Britain's most recognised fashion brands, but both have also engaged in some interesting social activity around London Fashion Week.
It’s the big one. The bout to beat them all: ‘The Rumble in the Jungle’. ‘The Thrilla in Manila’. ‘The Brawl for it All’… These will all seem like mere ‘Fisticuffs in Magaluf’ when this contest is over.
In the red corner, unsurprisingly… Red Bull, with its commitment to broadcasting the most extreme of escapades to a worldwide audience, including a whopping 3.7m YouTube subscribers and a high concept strategy of putting thrills and spills before energy drink sales.
In the blue corner, strapped head-to-toe in tiny cameras so viewers can witness every single punch in glorious high definition clarity… GoPro, with its intimidating dominance of social video, constant gracing of the top ten biggest brands on YouTube and an effortless ability to marry its products perfectly with its content.
Two giant brands. One arena that can barely contain them both and one glorious winner, turkey-trotting over the shattered bones of its crushed opponent.
I am but the lowly referee, cowering to avoid the blows, but too fascinated to look away. So let’s take a glance at these titans in the content marketing and social worlds and see which will be crowned the ultimate champion.
You know the one I’m talking about…
The one with the hypnotically charismatic handsome guy with a terrible throw.
The one with the blunt machete, bear suit and single best use of a swear word in any advert ever.
The one you’ve seen highlighted at every single marketing conference you’ve attended since 2012.
No? Really? Fine this one then...
Our best branded Vines round-up this month comes bearing great news.
Recently Vine has completely overhauled its desktop site so it looks and works a lot like YouTube, but most gratefully received out of all the new functionality is the ability to search.
At last! You can now search for individual users, locations or tags, making this particular writer’s job a heck of a lot easier. You can read about other improvements here: Vine’s desktop redesign puts community and search first.
In other news, Vine has also updated the app itself and it now allows you to footage from pre-existing videos on your smartphone. Allowing you to mix and edit multiple sources into your Vine.
It looks like Instagram will have to pull something particularly spectacular out of the bag to keep up with its rivals (a half-decent desktop site would be a start).
In the meantime, lets check out the latest and greatest branded Vines.
Instagram has a new standalone tool and in just two days it has captured the interest of various trend-savvy brands and made this writer waste an entire evening playing around with it.
I think you’ll agree when you see the results below, that it was totally worth it.
Hyperlapse is a standalone video app designed by Instagram, allowing the user to capture high-quality time-lapse videos even if the smartphone is moving.
Vine introduced a desktop website earlier this year which was a risible experience at best. Thankfully in the last couple of months things have significantly improved.
As I said in my post published at the time of launch 13 major UX flaws in social media sites, the idea that a platform as supposedly trend-setting as Vine didn’t have a desktop presence is frankly ludicrous.
Plus, as I kept moaning about in my monthly Vine round-ups, the lack of a searchable homepage has made the writing of these articles a much more long-winded exercise than necessary.
Will my job be any easier thanks to the new look desktop site? Let's see.
“Cola War, huh! What is it good for?”
Healthy competition and an excuse to write this article on the ongoing battle for our caffeinated hearts and sugar-addled minds between the two giants of fizzy beverage.
I’m sure Edwin Starr would’ve come up with something snappier, but he’s not employed here.
The battleground has changed since the 1980s. We no longer look to the highway billboards, the ads in National Enquirer or the million-dollar Bill Cosby endorsements on MTV to witness the blows each corporation delivered to its aluminium coated opponent.
Now the war is fought across a vastly different field. One that couldn’t possibly have been predicted 30 years ago when our sole interests lay in watching Michael J Fox climbing over cars in the rain.
We imagined future battles taking place on the moon, or via a Virtual Reality headset or at least a vaguely futuristic looking air-hockey table. We were wrong.
Social media is the modern day arena where all the most catastrophic shots are fired (we now call them tweets). It’s also where loyal troops are enlisted (we now call them Facebook friends) and collateral damage is a sad yet necessary outcome (we call it Google+).
So let’s see how these mighty warriors are squaring up to one other in the 21st Century and how much attention they are paying to the rules of engagement.
Let’s all pretend we’re not halfway into August already and instead rewind back to the last few days of July with its less inclement weather, rabid excitement for the upcoming Commonwealth Games and the promise of an ‘on-time’ round-up of the best branded Vines of the month.
Here’s our genuine excuse for its tardiness. I was on honeymoon and David Moth forgot to do it in my absence.
Hmmm... sometimes you can be transparent merely by omission. Anyway, on with the compact cavalcade of content!
Last week I wrote about how brands can be brilliant at Instagram Video, the social video platform offering an extra nine seconds more per video than its rival.
On the surface, you’d think that there’s not a lot to separate the formats. Both offer a similar mobile-first UX, easy interactivity with followers and an increasing array of tools to edit and filter your videos.
The ease with which you can share to other social channels certainly depends on which format you’re sharing to which platform. Twitter, as the owner of Vine, is far better optimised for sharing Vines than Facebook. Vice versa for the Facebook owned Instagram video.
Scratch a little deeper, and the differences between the formats and the way they are used by brands soon becomes clear.
Beyond the differences in length and available tools, Vine and Instagram video remain able to operate in the same space, whilst remaining unique in their own way, with brands tending to choose one or the other platform based on its own audience, content and tone of voice.
I’ve been doing a monthly round-up of the best branded Vines and Instagram videos for the last year and in that time I’ve learnt a thing or two about what makes for a great super-miniature video.
So, based on the above shaky qualifications, I present my tips for making brilliant branded Vine videos.
The very first article I wrote for Econsultancy was a comparison of Vine with Instagram’s then newly adopted video functionality.
Instagram added an extra nine whole seconds to Vine’s bordering on the absurd six. In the year since its introduction and the writing of that article, expectations that Instagram, with its incumbent 200m users and massive wealth of brands already using the format, would crush the fledgling Vine have ranged from the sensible to the hysterical.
Thankfully right now things are looking a lot more positive. With just nine extra seconds and its various filter settings, Instagram video has managed to separate itself from Vine and surprisingly each remains unique in its own way, with brands tending to choose one or the other platform based on its own audience, content and tone of voice.
I’ve been doing a monthly round-up of the best branded Vines and Instagram videos for the last year and in that time I’ve learnt a thing or two about what makes for a great super-miniature video. Plus I’m an overly critical curmudgeon with an extensive background in no-budget filmmaking so basically I’m all over this.
So based on the above shaky qualifications, I present my tips for making brilliant branded Instagram videos.
Brazil 2014 is the first social video World Cup.
It’s quite telling how often Vines and Instagrams are used as part of the pre-match build-up by the BBC and ITV, either by showing videos the pundits or players have uploaded or by sharing ones from the fans themselves.
It’s even more extraordinary to think that neither channel existed during the time of last World Cup in 2010.
Brands (both sponsors and non-sponsors alike) are also capitalising on creating awareness and generating shares through Vine and Instagram by hijacking one of the most compelling global sporting competitions.