All posts filed under: digital publishing

storytelling-brands-app

How To Master Marketing With Company Apps. A Checklist Loaded With Inspiring Examples.

Even though smartphones and tablets are no news to the world, digital transformation is still a buzzword and mostly one of the biggest challenges for companies. While most companies continually relaunch their websites a few times, they do not take up the challenge to use apps as a new marketing channel. As a marketing manager who works for an IT service provider, I encounter hundreds of app ideas on a daily basis. But when I look at Apple App Store or Google Play to check out how companies use apps to promote their brands and products, I am astounded by how few apps are available and that just a handful of brands manage to create a great user experience. The key ingredients for a great marketing app The basics alone could fill an entire book. I’m sure you also hear about it every other day. So you know that you need SMART goals for your marketing campaign, as well as a target group and a content plan. All the basic marketing concepts apply to mobile …

ikea-catalogue-storytelling-brand

IKEA – 2016 Catalog App

The leading Swedish home furniture retailer IKEA has just dropped its long-awaited 2016 catalog. It’s more than 300 pages long, it’s heavy and, as always, it’s full of great and affordable furnishing ideas. But it’s the IKEA 2016 catalog app that we’re more excited about. The very first thing that strikes the eye when you open the new catalog in the IKEA app is the superb high-quality appearance. The pictures look sharper than on paper, and that’s an achievement. When customers opt out for the digital version of a well-known product, they expect the same or even greater quality of pictures. After all, it is the first attribute that leaves the strongest impression. IKEA’s quality is great, so we swipe the page. And this is where the app outshines all the previous IKEA apps – it’s a true celebration of clickable interactive content and emotional storytelling. The app is equipped with six orange buttons that each uncover a different and innovative way to explore IKEA’s newest products. IKEA fans will not be surprised to discover the virtual …

north-korea-storytelling-examples

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.

fashiontechberlin15

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 …

marriot-hotel-brand-storytelling-example

4 Cases of How Travel Brands Utilize Storytelling

Travelling and stories go hand in hand. It would probably be unimaginable to travel somewhere far away and not bring back exciting stories to share with your friends and family. Well, summer is finally here, so we decided to take a look at how and where travel brands utilize the power of storytelling. Today we present you with four excellent cases that display how successful travel brands employ digital tools, original content, friendly staff and much more to motivate, inspire and engage with their customers. Expedia  Expedia is mostly known for being a go-to companion for helping you book cheaper vacation deals. Travel is its number one story. Expedia started to embrace innovative storytelling techniques for its campaigns before the storytelling boom was even here. In 2012 the brand launched a ‘Find Yours’ campaign, emphasizing personal travel experiences by integrating user-generated stories along with photos and videos. For example, one of the best films centres on a father’s emotional journey regarding his daughter’s same-sex wedding. With the help of social media, the brand also set out to produce …

in-flight-nytimes-digital-storytelling-example

The New York Times – In Flight

Opinion pieces in news media can reveal a different side of the story – not influenced by the editorial team. They are more raw, more open and possibly have the power to connect to the readers better. Topped with moving illustrations it can moreover strengthen the desired core message. The essay ‘In Flight’ in the New York Times Opinion column, written by a senior first officer for the British Airways, takes full advantage of the NY Times’ passion for great storytelling combined with the impressive technological possibilities. The story is presented in a very subtle format: the text on the white background appears slightly blurred out from beneath, and brightens up as you scroll down. The background changes to night mode and the slow floating clouds embellish the text even more. We can’t help but recall the NY Times’ much-celebrated scrollytelling triumph Snow Fall, which back in 2012 received more than 3.5 million views just in its first week. Although, “In Flight” is not dominated by the outstanding interactivity that “Snow Fall” has so widely …

barardi-novel-digital-storytelling-example

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 …

harrods-digital-publishing-example

Harrods Magazine – Customer Magazine

The first thing that catches attention when you download the Harrods digital magazine is the high-class design and polished aesthetics. The app, available for both iOS and Android users, showcases the latest trends in luxury, beauty and lifestyle, all extended with attractive interactive content, such as video interviews, fashion-shoot footages and tons of tutorials. The magazine issues often feature interactive and beautiful games, such as the “Stiletto Wars” in the September issue. Harrods not only succeeds at great digital publishing and storytelling, it also wins big with delicate product placement and excellent customer service.

Mequoda-Study

Digital Magazine Reader Habits (Mequoda Study)

Digital Magazine Reader Habits (Mequoda Study Analysis) This article was published first on: sprylab.com It took more than 500 years from the revolutionary invention of the Gutenberg printing press to the development of mobile publishing. Today, tablets allow multiple publications to be accessed anywhere and anytime – they are absolute game changers in the digital publishing industry, signifying a positive shift in digital magazine popularity. We came across the second annual Mequoda Digital Magazine Study on Digital Magazine Reader Habits of 2014. The study was conducted among 1,136 participants, who read or subscribe to at least one digital magazine on a tablet. We have summarized the most important messages from this report, and also complemented it with a few of our own remarks and predictions. Digital books and magazines taking over the mobile market     29% of participants say they read books every day on their tablets, and 60% do it monthly. When it comes to digital magazines, 20% of respondents read these daily, which signifies a 6% increase from last year, and 64% …

vanishingGame-storytelling-example

Land Rover – The Vanishing Game

The interactive online novel “The Vanishing Game” portrays the core value – adventurism – of the Land Rover brand. Automaker Land Rover takes digital storytelling to a whole new level pairing fiction with real life automotive adventure. The Vanishing Game was launched as an interactive version of British author William Boyd’s novel about captivating yet enigmatic driving experience in United Kingdom. As the protagonist drives around in his Land Rover Defender across the country, readers are carried through a very life-like Tumblr page filled with multi-sensory experience: interactive text, videos, backgrounds, sounds and narration. Divided into chapters, these contain embedded links and clickable action words, that either further explain the story in more detail or present videos of Land Rovers connected to the plot. Click on the word “river” and a rumbling Land Rover will present itself wandering through picturesque waterways. When it seems like the interactive content could not be more surprising, some parts of it showcase actual Land Rover owners’ journeys, which were shared as part of the #WellStoried hashtag campaign a few …