BITE VOL1

HUMANISING TECHNOLOGY

Issue 23 | June 2016

MARKETING TRENDS AND AGENCY INTELLIGENCE

2-4 Brand Collaboration: Eat a Burger King in the name of world peace and Sleep in a Van

Gogh with Airbnb.

5-7 Experiential retail: Nike Air Max brings Willy Wonka style to China and Zaha

Hadid’s New York apartments are sold as art.

8-10 Mobile behaviour: Lowe’s turns your digits into a drill and Burger King uses

Snapchat to flame-grill competitors.

TO GET YOU THINKING

11 Fuel your Imagination: Artist JR makes the Paris Louvre vanish and Google

launches AnyPixel to make large interactive displays.

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Take the youngest creative director of a major Paris fashion label, add the world’s most famous footballer, and bring them together with a photographer the industry describes as ‘visionary’. What you get is the latest collaboration project for NikeLab. This month, Olivier Rousteing releases his much anticipated ‘Football Nouveau’ collection for the popular sports brand. Modelled by Cristiano Ronaldo and shot by Nick Knight, the campaign is the latest in an ongoing trend for high-profile collaborations that bring luxury fashion to the highstreet.

The successful partnership allows Balmain to start a relationship with a new, younger audience, and Nike in turn get access to one of the world’s most critically acclaimed fashion designers. The addition of Nick Knight and Cristiano Ronaldo add an extra layer of creativity, and a whopping great fanbase to kick-off the campaign.

While collaborations in fashion can be likened to a sexy fling - exciting, though never meant to last, the alternative is Red Bull and GoPro who have made it down the aisle. While the two brands have worked together for years, last month they publicly declared their relationship when Red Bull became an equity partner in GoPro. The shared vision of creative collaboration, content marketing and the continued use of cutting-edge technology give strong foundations for this long-term partnership.

As with the NikeLab x Olivier Rousteing collaboration, leveraging the combined audiences will fast-forward success. Red Bull has 57 million fans across its social channels, while GoPro has 24 million. The joining of these two fanbases will only strengthen each brand’s shared ambition to act as a media company.

Whether you’re in it for the long-term or just a brief fling, it’s shared values that bring shared success.

Read on for examples…

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BRAND COLLABORATIONMarriage or a fling?By Kara Melchers

7.6billion media impressions

$144m earned media

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THE MCWHOPPER THAT GOT AWAY

It was almost the fast food lover’s dream: the coming together of two iconic burgers, the Big Mac and the Whopper. But alas, this one was not meant to be.

In August 2015 Burger King wrote an open letter to its rival McDonald’s, proposing to mark International Peace Day with a truce embodied by the McWhopper. The new burger would be made with ingredients from both Burger King and McDonald’s dishes in a purpose-built restaurant in Atlanta, the midway point between the chains’ headquarters.

McDonald’s declined the offer, sending media around the world into a frenzy. This prompted thousands of disgruntled fans to take to social media and make their own McWhopper in the name of world peace.

With McDonald’s out of the picture, other fast food chains quickly moved in. The result was a one-day pop-up shop selling the new Peace Burger, a recipe taking elements from the Whopper, Denny’s Slamburger, Wayback Classic, Cheese Krystal, and Giraffas’ Brutus.

Being prepared for all potential responses to the open letter is a sentiment to the planning and bravery of Burger King. The campaign not only created huge global coverage for the brand, it increased awareness of World Peace Day by 40%.

Agency: Y&R, New Zealand

HABITAT LURES HENRY HOLLANDLaunched last month, #henryforhabitat is the new collaboration between

fashion designer Henry Holland and household furnishing retailer Habitat. Limited edition designs will feature a series of artwork from the SS16 House

of Holland season, translated across both textiles and upholstery. The partnership gives Habitat the recognition of working with an influential

designer, and Henry Holland has the opportunity to move into a new market. Henry also stars in the #habitatvoyeur campaign, a series of short films that

peer into the homes of celebrities, leveraging their individual fanbases for the brand.

Agency: Portas, London

BODYFORM’S EXPERTS EMPOWER WOMEN TO BE RED.FIT Bodyform’s latest campaign Red.Fit is about empowering women to keep

fit right throughout the body’s monthly cycle. The Red.Fit programme was developed alongside a series of experts including Sports Scientist Georgie

Bruinvels, who broke the expert advice into four key phases – BLEED, PEAK, BURN and FIGHT. Frame Gyms created a series of bespoke exercise videos

to compliment each phase. Natural fast food restaurant Leon advised on nutrition and new recipes, and performance coach Faye Downey

provided motivational inspiration, all of which is being used across social media channels.Agency: AMV BBDO, London

SLEEP IN A VAN GOGH WITH AIRBNBThe Art Institute of Chicago partnered with Airbnb to introduce the Van Gogh

exhibition to a new audience visiting the city. The gallery transformed one of their exhibition spaces into a replica of Van Gogh’s famous painting The

Bedroom, and invited the Airbnb community to spend the night. The design of the room took into account perspective and brush-strokes, to bring visitors

as close to the artist’s work as possible. The final result attracted global media coverage for The Art Institute and Airbnb.Agency: Leo Burnett, Chicago

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EXPERIENTIAL RETAIL

Visit selfridges.com and ‘Inspiration’ is the portal to a new Body Studio. It’s also a key theme that follows through the entire in-store experience. Body Studio is the latest campaign from the famous department store to push the boundaries of retail. In the past the store has responded to cultural trends by commissioning temporary installations, including a Silence Room to encourage mindfulness and a skate park to celebrate the influence of street style. This latest project puts our obsession with body image right in the face of the shopper. Diverse and visionary images of women are used through all of the marketing comms and right into the store itself.

Selfridge’s has successfully taken a more holistic view of their customer and created a physical experience that goes beneath the surface of the clothes. Body Studio is the combination of Bodywork, a pop-up space to ‘explore the future of fitness through euphoric workouts’, and Bodytalk, a series of talks by experts debating the meaning of ‘wellness’, hosted in the new Hemsley + Hemsley Café.

Inspired by a collective passion for sport, adidas Berlin has opened Runbase. This new retail concept is built around the personal development of running, nutrition, knowledge, gear and physical health. At the heart is a running club with a bonus scheme that unlocks rewards based on personal fitness goals. This gives members access to additional nutritional plans, running experts and physiotherapeutic services.

In both of these examples the retail experience has been designed for the customer, not the product. Built around a more holistic view of the shopper, the store has become more than simply a destination to buy clothes.

Read on for examples…

EXPERIENTIAL RETAILIt’s time to get physicalBy Kara Melchers

1000 visitors per day

190man hours to construct

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NIKE AIR MAX BRINGS WILLY WONKA STYLE TO CHINA

Each year Nike celebrate Air Max Day. This year to mark the occasion, Nike China shouted their love for the sneaker by staging the largest ever international celebration. They took sneaker lovers on a unique and immersive journey through the evolution of the iconic design, right in the heart of Hong Kong.

Hong Kong Fringe Club was transformed into a Willy-Wonka-style behind the scenes glimpse of Nike’s infamous Innovation Kitchen, the research lab at Nike HQ in Oregon. An inside-out design was constructed of pipes and funnels in bright primary colours, all relating to the heritage of Air Max and the ‘Visible Air’ concept.

Customer interaction was key. The NIKEiD experience was given a boost with technology that could 3D projection-map customised designs onto a physical product. The in-store experience was rolled out into the streets through a city-wide sneaker hunt competition.Nike’s Shanghai flagship store also received the Air Max treatment, including moving kinetic windows, a NIKEiD studio and an interactive voting experience where customers could bring back their favourite Air Max model.

Agency: Rosie Lee, London

SEPHORA’S CONNECTED BEAUTY BOUTIQUE At the end of 2015 Sephora opened their first connected beauty store

Sephora Flash, a concept that blends beauty and technology. The Paris boutique combines physical and digital shopping. Online and in-store items

can be paid for together, and delivered directly to the customer’s home. NFC connected perfume bottles can be used with digital screens to provide an

extra level of product information. The Flash Bar is equipped with a large selfie mirror, mobile phone charger, and a ‘Mini Beautic’, the smart sampler

developed in-house by the brand’s Sephora Lab.Agency: StartJG, London

ZAHA HADID APARTMENTS SOLD AS ARTLocated in Chelsea, New York, 520 West 28th is Zaha Hadid’s first permanent building in the city. The 39 luxury apartments make an

indelible mark on Manhattan’s skyline and are a permanent legacy to the late architect. A visionary sales experience was required to mirror the

progressive design. The showroom is set up as a gallery, transforming potential buyers into ‘collectors’, and putting them in the mindset of purchasing the work of an artist. Interactive touchscreens detail building

information, and a theatre plays an immersive film. Agency: Mother Design, New York

SAMSUNG’S NEW TECHNOLOGY PLAYGROUNDLocated in New York City’s Meatpacking District, Samsung 837 is described

as a ‘technology playground and cultural destination’. Customers can’t purchase a single Samsung product anywhere inside the 55,000-foot space.

At the heart of the building is a massive theatre for Samsung to host events whilst simultaneously demonstrating the power of their screens. There’s a

gallery space for specially commissioned, technology-based art. A VR Tunnel lets visitors try out Samsung Gear, and a living room and kitchen showcase the latest connected products.Agency: Black Egg, New York

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EXPERIENTIAL RETAIL

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Who wouldn’t want to turn their head into a giant taco? This is exactly what Taco Bell were banking on when they partnered with Snapchat, the platform that now boasts over 150 million active daily users. Together they created a branded lens in celebration of the Mexican festival, Cinco de Mayo. Using augmented reality, the app turned fans into a giant filled taco shell with flaming eyes. The result was 224 million views in one day, making it the most successful Snapchat lens to date. Engagement time with the lens averaged 24 seconds, which is huge, particularly in comparison to traditional mobile advertising.

Considering the average person checks their phone 85 times per day, there’s huge opportunity for more brands to successfully grab some of this attention. Earlier this month Pharrell Williams used the Snapchat platform to preview his ‘Human Race’ sneakers for adidas. The 128 second series of Snapchat clips gained 3.4 million views, with 87% of users watching to the end.

Snapchat is not the only platform successfully helping brands to grow audience engagement via mobile. Miami Ad School created a simple but effective idea to get the Instagram community liking their posts. A collaborative profile featured unfinished graphic images that required users to double tap in order to be completed. A smart execution that fits into existing behaviour of 75 million daily Instagram users.

Facebook are continuing to experiment with new ways to create engaging content. Canvas is their full-screen ad experience used by brands from Burberry to Coca-Cola. In-feed 360 video encourages viewers to engage with content by using their mobile device as a window to explore unseen places.

Read on for examples…

MOBILE BEHAVIOUREntertain, don’t interrupt By Kara Melchers

28 seconds on average spent on Canvas

6.7Xreturn on ad spend

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LOWE’S TURNS YOUR DIGITS INTO A DRILL

To encourage Facebook fans into a bit of DIY, Lowe’s used the Facebook Canvas tool to entice aspirational young homeowners with an interactive and immersive brand experience. Beautiful home interior images appeared as sponsored ads within targeted feeds, seducing viewers into opening the Canvas. Once opened they had the option to tour room designs, discover product details and purchase items without ever leaving Facebook. On average, people spent 28 seconds exploring Lowe’s Canvas, much longer than a traditional Facebook ad. In April the home improvement retailer joined Snapchat. ‘In a Snap’ is a series of videos posted as a Snapchat Story, a loop of clips that are available for a period of 24 hours. By tapping in the right place, users can hammer, drill and chisel their way through a complete DIY project. The experience turned thumbs into tools and kept fans engaged with the brand for longer. This recent activity follows their award winning ‘Fix in Six’ campaign, which used the Vine platform. It cements the brand as an innovator when it comes to creating entertaining and engaging short-form content for social media.

Agency: BBDO, New York

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BURGER KING FLAME-GRILLS COMPETITORSSnapking is the Snapchat alias of Burger King in Argentina. To attract

new fans, the famous fast food restaurant created a campaign that asked Snapchat users to flame-grill their competitors’ patties by virtually drawing

on the grill lines. Flame-grilling has always been one of the major selling points of the Burger King brand, but the campaign brought this message to

a new audience. Finished images could be sent to the BK Argentina account, and those who played received a voucher for a real Burger King burger.

The campaign was so popular that all the free burgers were claimed within 48 hours. Agency: David, Buenos Aires

E.ON’S SNACKABLE CUSTOMER SERVICEE.ON used Facebook and Vine to reach prepayment customers with a

reminder to top-up and avoid running out of electricity, particularly during the winter. The brand created engaging snackable content that combined

practical advice with a humorous human touch that reflected E.ON’s ‘We’re on it’ positioning. The films to date have achieved 28,000 loops on Vine

and 32,000 views on Facebook. Collective social media reach was more than 900,000 views. The success has led to additional uses of short-form

video being commissioned.Agency: Jaywing, Sheffield

HAVE AN ADVENTUREGRAM WITH LAND ROVER‘Adventuregram’ is an interactive picture-based story that allows Instagram

users to make their own adventure. The Land Rover campaign is made from a series of photos depicting everyday adventure scenarios, for example herding sheep and going off road. Clickable tags within each image take the

user on their own journey to a different story detail. The execution required more than 140 Instagram profiles, which were woven together into storylines with hundreds of possible paths. The photos were all shot on an iPhone 6, in

locations across the U.K and France.Agency: The Brooklyn Brothers, London

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FUEL YOUR IMAGINATION: find inspiration beyond marketing

Street artist JR uses his poster art to make the Paris Louvre vanish. ‘I wanted to invite people to look at the world in a different way,’ said JR.

http://bit.ly/1ker5v3

Japanese artist Yoshinori Mizutani’s new exhibition presents an uplifting photographic slant on the most gloomy of all weather conditions - rain.http://bit.ly/1OBWbsp

Andante is an installation that heroes walking as a fundamental human rhythm. Animated characters appear to play physical piano keys in time with the music.http://bit.ly/28IAFFx

Method Design created this year’s sponsor reel for AICP at the MoMA. Shot in the style of a music video, the VFX shows off different animated

movement pixels.http://bit.ly/28IAYQM

Zungle, an LA-based start-up, has designed a pair of sunglasses that double as Bluetooth headphones. Using ‘bone conducting’ technology they transmit audio directly through

your bones to the inner ear.http://bit.ly/28Ij17A

Google’s AnyPixel.js is an open-source library that makes it possible for anyone to create large scale, interactive displays. http://bit.ly/28IiHTq

TECHNOLOGY

INTERACTIVE

MUSIC

ANIMATION

ART

PHOTOGRAPHY

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Image: BEME Image: MIT Media Lab Image: JR

Image: Google Creative Lab Image: Method Design Image: yoshinori-mizutani.com

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