All posts tagged: multimedia storytelling

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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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Burt’s Bees – Six Seconds Classics

It is true that every good brand deserves to tell its great story. What story does a brand started by a quirky beekeeper tell? You got it, an even quirkier one. Burt’s Bees is an American personal care brand, specializing in personal care, beauty, health and personal hygiene and doing it all under the motto “Earth friendly, Natural Personal Care Company”. The brand originated in 1984 between Roxanne Quimby and Burt Shavitz, who were making candles in an abandoned schoolhouse they were renting for $150 a year. What got them into the personal care products industry were Burt’s 19th-century books about bee-keeping and home-made personal care. No wonder that the brand’s liking for books was a great choice to pivot on classic literature stories for their Six Seconds Classics Vine campaign. The ten stop animation films feature tubes of lip balm dressed in costumes and portraying classical fiction characters such as Moby Dick, Gulliver’s Travels and Little Women. Burt’s Bees’ “classic” products were used for the films, and accordingly fit the theme of classic books. For …

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La Roche-Posay – brand website

You might walk pass the beauty isle and overlook the French cosmetics company La Roche-Posay. What you can’t overlook is the brand’s high-quality content website, full of expert tips in helping you achieve a healthy and beautiful skin.   The brand, owned by L’Oreal, uses storytelling in a very subtle and communicative way. It takes a step further by aiming at not only raising awareness of its products, but also educating its (potential) customers about skin damage, proper cleansing and how to choose the products their skin needs. La Roche-Posay tells stories that deal with solutions to problems. Say, for example, you have hyper-sensitive skin and need dermatological advise sparing the trip to the doctor’s office. You go on a cosmetics company website, but all you get are bleak product descriptions, all aimed at forcing you make a purchase. As a customer in need of advice, you are most certainly unsatisfied. La Roche-Posay is less about the product and more about the people. The website is filled with expert tips, question-answer segments and how-to’s by experts-dermatologists, and …

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Old Spice – Nature Adventure

Old Spice is bringing a man to the woods – literally. The leading American brand of male grooming products Old Spice is no stranger to humorous, eccentric and sometimes uncanny digital storytelling. In 2010 the brand launched the fastest growing online viral video campaign, which in 24 hours of airtime gathered more than 6.7 million views. The 30 to 75 second videos star Isaiah Mustafa (the now well known face of Old Spice) who replies to 181 online comments and questions from various popular websites such as Facebook, Twitter, Reddit and others. This sparked a series of well-produced marketing stunts mainly centered on quirky and amusing advertisements. Now the brand takes another step further by letting Twitch viewers control an actual human man in the woods for three days. Twitch is a live streaming video platform and community for gamers, which became a sensation last year when it challenged thousands of people to play classic Pokémon games at the same time. The marketing aim here is to introduce the new Old Spice Fresher Collection, which …

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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.

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The evolution of multimedia storytelling in the mobile age.

Multimedia storytelling is a game changer for mobile content and about to change the mobile media landscape completely There is no doubt that the opportunities in mobile multimedia storytelling are limitless –both in terms of technical and design aspects. Telling a scenario already helps to make sense of abstract information, but it doesn’t ease the process of acquiring information and is also limited in its effectiveness. Only with storytelling, when rich detail, imagery, emotions, contextual details and motivations allow the audience to actively participate in the communication process, the information is absorbed most thoroughly. This is the power of storytelling, for it is more than telling. Experiments have established that the human brain makes no distinction between reading a story about an event and experiencing it in real life. The story activates the same parts of the brain as the real experience, and this is the key to purposefully delivering information, messages or ideas. In contrast, abstract information only stimulates the parts of the brain that are used for language processing, hardly enough to form sustained connections. …

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Coca Cola – Spin the Coke App

Who hasn’t played the classic “Spin the Bottle” with a group of giggly teenage friends on a school field trip? Coca-Cola decided, however, that technology can take this game to a whole new level. The “Spin The Coke” app is a fun way to break the ice at a party, topped with interactive backgrounds and themes, and your choice of the classic Coke bottle or the modern aluminum bottle. Coke values bringing people together and this app dives right in. By focusing on the everyday lives and emphasizing playfulness and youth culture, Coke establishes itself somewhat as a love brand and thus achieves strong customer loyalty.  Coke is also a master of brand storytelling, and this app proves it once and again. It’s simple, free and a little bit cheesy – but only in a good way. Some say it works even better than a real bottle, we will let you be the judge of that.

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Lincoln – Love Is The Answer & Hello Again

Lincoln motor company, that positions itself among the more luxurious automobiles, presents two recent storytelling campaigns drawing inspiration from music, art, design and film. Lincoln joined forces with recording artist Aloe Blacc to create an interactive music video titled “Love is the Answer”, offering viewers the chance to switch between five storylines. The videos follow one main storyline from four different character perspectives and one from the director’s cut. While all these start off from different points, they all meet in the same space at the end of the video, ending with the protagonist Aloe getting in to his luxurious Lincoln MKZ. The unique interactive experience provided by this video allows consumers to experience their own musical journey, thus leaving it up to personal choice to view the character one sympathizes with the most. The “Hello Again” platform was created by Lincoln to re-position the brand from its associated characteristics of ‘town cars’ and ‘old people’. The company chose award-winning singer and songwriter Beck and music video director Chris Milk to create an interactive online …

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Mew and B&O PLAY –Sensory Spaces

If designer-made headphones and alternative rock are your cup of tea, then this sleek and eerie app will blow your mind. Sensory Spaces is a music experience with a spice of audio storytelling. The app’s aim is to awaken your hearing through gripping sound localization, documenting the sound of the danish band Mew. Not only do users have to engage their ears in this experience, they have to more their gadgets to locate the sounds and, therefore, experience it in different ways. The physical phenomenon of sound is unlocked through the app, showing how sound travels and changes character depending on its location. The sensors are excellently built in the app while the sleek design complements the entire feel, all allowing for a distinctive audio storytelling celebration. Available for iOS users, the use of B&O Play (Bang & Olufsen) headphones is not a must, your cheaper ones will also do the trick.