This month’s ‘Best of Content Marketing’ installment highlights the amazing. Amazing technology, amazing experiences, amazing athletes and amazing comebacks help shed light on how branded content marketing done right becomes a compelling tool for marketers. The common thread in the examples below is people, not product.
“Future Ready” is an episodic video campaign that captures the heart of technology. The three part video series was created by Young & Rubicam New York, in partnership with Framestore, an Oscar-winning visual effects content studio. The series brings to life the somewhat ‘dry’ message that Dell wants to get out, which is how technology can make our lives better in the future. The story follows one family’s effort to secure a heart transplant for their young daughter and includes future probable technologies like a haptic magazine, vital statistics that scroll across the daughter’s arm, and responsive holograms that enable the doctor to monitor her heart from all angles during surgery.
Want more? Take a look into how this video was made check out this behind the scenes video
ESPN’s data-focused politics and sports site, FiveThirtyEight featured its first native ad effort last month. The campaign showcased the science behind how athletes and fans move using research from Degree and it represents a perfect example of how to use content to align a brand with a user demo in an interesting and entertaining manner.
The campaign, included three branded articles on FiveThirtyEight with videos, graphics and data from Degree’s MotionSense Lab, an online hub that provides movement analytics of athletes, performers and fans. The lab captured slow-motion videos showing the mechanics behind Golden State Warriors star Stephen Curry’s jump shot, such as the positioning of his feet and the speed at which he sets and releases the ball.
Under Armour recently released a video on the comeback trail of Michael Phelps as he prepares for another Olympic visit at the age of 31. It requires ice baths, flame-aided physical therapy and heaping plates of carb-heavy food. Phelps’ struggle is clearly resonating with the masses. In just about a month, almost 4.9 million people watched the video on YouTube and over 7.8million have watched on Facebook…. now that is amazing!
Even though this campaign was not launched this year, it fits in with the ‘amazing’ theme of this post. We recently featured an article about how virtual reality can be effective content marketing tool and this campaign really showcases how VR can help brands create a unique and amazing customer experience. The virtual reality experience was called TrailScape and it was employed for the launch of Merrell’s new hiking boot, the Capra. The boot was its most technologically advanced hiking shoe to date so using and advanced technology like VR made perfect sense.
In the video above, Merrell takes Sundance attendees through a vertigo inducing Oculus Rift “hike”experience. The experience was created in collaboration with Ocar-winning visual effects content studio Framestore and advertising agency Hill Holliday,
“We’ve seen a trend online that proves that bigger, more immersive imagery is a more effective tool for marketing. Come into our world. Be a part of our story. These are truly compelling tools for marketers. And I don’t think we’ve even begun to explore new storytelling rules. This is very early days in a whole new genre.”
– Mike Woods, Executive Creative Director at Framestore
With so many different ways to reach your audience, it’s important to stay on top of the latest tactics and trends in the ever evolving field of digital marketing.
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OUTDOORFLICS is a Digital Division of Adventure Advertising, LLC. With so many different ways to reach your audience, it’s important to stay on top of the latest tactics and trends in the ever evolving field of digital marketing. Follow us on linked in to stay informed.