All posts filed under: cross media storytelling

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NPR – A Girl Can Dream

NPR’s staggering drive for a good story is applauding. Apart from producing daily news and cultural programming, NPR has been submerging into the deep waters of storytelling, appropriately celebrating unique and powerful content and individual lives. Its highly successful StoryCorps podcast focuses on giving everyone a chance to share his or her story. The presented stories are often very moving, which at the end of the broadcast transcend our culture’s bewildered sense of humanity. A Girl Can Dream is a poignant and interactive story on children’s education in Afghanistan. It is unusual for girls to even go to school, but those who do dream big and do not shy away from their opinions. Reporter Rebecca Hersher and photographer David Gilkey visit Tanweer School, founded by a former used car salesman in a neighbourhood, which did not have a public school. The story starts off with an honest and heart-warming video of Afghan teens bravely opening up about their ambitions and dreams. It proceeds to a photostory, laying out startling facts and accounts, portraying ambitious young faces. …

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Five Minutes

Thought zombie apocalypse movies are scary? Try playing an online zombie game, where the protagonists’ lives depend on your mouse skills. We are talking about the much-praised Five Minutes, a branded interactive film slash zombie game created by two German students Maximilian Niemann and Felix Faißt. The idea started as a film school project – the duo decided to create an ad that would be both a brand experience and at the same time not be overloaded with sales messages. Their final idea was so brilliant that it instantly caught the attention and support of G-Shock (brand of Casio) and production company Unit9. The short-movie/game directly submerges you into the story of John, who fights against zombies. The only problem is that he has lost his memory. You as a user help John to keep his concentration throughout the interactive experience by completing short tasks with either a desktop mouse or on a tablet. Users can choose to play between three levels – tourist, moderate, hell – and thus help John retain his memory to survive. Once you …

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The New York Times – Illuminating North Korea

Photographer David Guttenfelder has been to North Korea more than 40 times. Journalists rarely gain access to the unexplored land, and even if they do they do not bring many photos to share with the world. North Korea has not been photographed for more than 60 years. Guttenfelder, a National Geographic Photography Fellow, and his photographs of North Korea over the years provide a new, clear and un-retouched window into the reality of the country. The New York Times’ Illuminating North Korea is a visual and mystifying journey through photographs, video and smoothly combined facts of the North Korean life.

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What I learned at Fashiontech Berlin from a Content Marketing perspective

What does fashion, technology and marketing have in common? More than you might think! To begin with, the fashion industry is a highly competitive market and fashion brands are willing to dip their foot into new marketing trends to stand out, sooner than any other industry. While I snitched an apple watch from our developer test devices stock, and checked out what the fuss is all about, people at Fashiontech were already wearing intelligent scarfs, 3D jewelry and smart fabrics.   During the Fashiontech sessions and personal talks 3 points were made. Mobile Marketing is more important than ever Personalized snackable content and digital storytelling are THE solutions for content marketing on mobile and wearable devices The world has never been so visual 1. Why Mobile Marketing is so important Mobile devices, especially smartphones are the #1 devices when it comes to screen time and personal engagement. People spend more time in apps than in mobile browsers and there are an average of 26 apps installed on every smartphone. Mobile Marketing is not about ad …

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Bacardi – Our Story & The Spirit of Bacardi

When you think of rum, the brand Bacardi will be probably the first one to pop up in your mind. It is indeed one of the most popular alcoholic beverages, but not so many are familiar with its fascinating history. Bacardi is actually the largest family-owned spirits company in the world. It was founded by Don Facundo Bacardi Masso, who was an active fighter for Cuba’s independence in the late 1800s. His son, Emilio Bacardi, was arrested, exiled and imprisoned twice for fighting against the Spanish rule in Cuba. His real goal was to change his country and introduce the world to the true taste of rum. Bacardi’s ‘Heritage: Our Story’ is an interactive audio book presenting the history of the Bacardi family and their most memorable moments in creating the drink and positioning it amongst the most popular alcoholic beverages in the global marketplace. It is part of the “Bacardi: Untameable Since 1862” campaign. The interactive story is embedded with real audio recordings of Bacardi family members recounting on the start of the company …

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8 Projects Exploring The Storytelling Potential Of Virtual Reality For Real-World Stories

It seems that after after decades of uncertainty Virtual Reality gets real as a storytelling platform. The enormous sense of presence provided by VR headsets such as Oculus Rift or Samsung’s Gear VR, allows artists to place users inside films, making them explore and witness first-hand real-world events. The potential VR has to stir emotions and create more visceral reactions makes many believe in its power to revolutionize journalism and filmmaking. However, how close is VR from reaching mass-market adoption? Can we think that anytime soon we will be accessing our news through mounted-headsets? While these questions find answers, we brought you a collection of the best VR non-fiction storytelling experiences that have been touring festivals and museums recently. If one of them arrives to your city run, the queue is going to be long! 1. Project Syria With Project Syria, Nonny de la Peña, the godmother of immersive journalism, place users in Aleppo during a rocket blast and in the middle of a refugee camp in Syria. To evoke the feeling of “been there” …

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How Fashion Brands Use Digital Storytelling

How can a brand go from a self-made online auction store to one of the fastest growing retailers in less than a decade? Is a moving picture worth more than a thousand words? The two magical words – brand and storytelling – seem to be inseparable today in 2015.  Marketers’ radars are all directed at finding more innovative ways to let their brands speak, tell their unique stories, and utilize innovative technology to achieve that. Combined with social media, the brand’s story lets you tap into consumers’ emotions and create a direct link, which ideally leads to brand awareness . Today we take a look at four popular fashion brands that use immersive digital storytelling and promote not only shopping, but also lifestyle experiences. Nasty Gal When a fashion brand is not even 10 years old but is already a multimillion dollar business, you know it does something right. And that might just be almost everything – from selling clothing directly to consumers at high gross margins (without fixed retail costs) to communicating with its customers and …

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Crème de la Mer – Through Their Eyes & #EyesLightUp

Luxury-cream brand La Mer recently introduced two promotional campaigns focused on the consumers to launch its newest eye gel treatment. The first, “Through Their Eyes” consists of short videos titled Illuminating Moments that show high-society stylish couples in New York, Seoul and Paris using La Mer’s newest product. The brand aims at connecting its image with the people who are considered to be trendsetters. For example, the first video of the couples-series features American socialite Olivia Palermo and her German husband Johannes Huebl. They apply the new La Mer eye gel and gaze endlessly in to each other’s eyes. Although an emotional appeal is aimed to be triggered, the videos lack a representation of reality. Consumers can watch the videos on the brand’s website, as well as on YouTube. La Mer, owned by Estée Lauder Cos., has been spotlighting its products (which are, let’s face it, not affordable to every consumer group) and how they can make a difference, therefore appealing to consumers. The second campaign for the new product manages just what the first one does …

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Chanel – Inside Chanel & The One That I Want

A strong narrative is by far the most essential element for a good content. The iconic high-fashion house Chanel is no stranger to good storytelling. Its creator, the legendary Gabrielle “Coco” Chanel has become the brand’s strongest symbol, along with the actual signature logo of two interconnected C’s. Coco’s legacy also plays a major role on the company’s interactive website. INSIDE CHANEL is a content-centric microsite created in 2013, which features 12 chapters of Chanel’s most distinguishing fashion pieces and faces, along with embedded videos. The microsite is a digital story by itself, a visual ride, submerging the user straight to the core of Chanel’s history and values. Every chapter tells a success story of a product or the life story of the brand’s ambassadors, such as Marilyn Monroe and the iconic Chanel No°5 perfume in chapter 2. Moreover, INSIDE CHANEL takes the brand’s history and presents it in an interactive chronological timeline, celebrating each milestone with grace, style and sophistication. Great narrative is also at the core of the company’s recent campaign “The One That I Want”. …

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Maybelline New York – Big Eyes

How can a company make mascara look interesting, inspiring and different? By creating an appealing story behind it and telling it in a unique way that will also reflect the best features of a product.  Labelled “Big Eyes”, the double-ended Maybelline mascara is equipped with two brushes, aimed at creating eyelashes that look fake, but are actually real. Although Maybelline called themselves pioneers of this beauty technology, the brand needed a compelling story behind it that would reflect the mascara’s unique features, and, therefore, intrigue and persuade its potential consumers. Maybelline’s strategy was based on creating content, and the more of it the better. First of, a two-sided mini thriller film “The Girl with The Big Eyes” was created, focusing on ‘him’ and her’ perspective and their spy hunt after each other. The male spy starts off his side of the story, but soon enough we see the female perspective and a hint of her ‘secret weapon’, which is, of course, the new breakthrough mascara. The film is styled resembling New York City in the …