Nel corso della campagna promozionale del film Nerve abbiamo creato una serie di contenuti creativi che ricalcavano le diverse sfide e modalità di gioco contenute all’interno del film e in particolare un Facebook Canvas interattivo ispirato al tema del film.
Per il titolo, distribuito in Italia da Leone Film Group, abbiamo curato sia la gestione social media, compresa la creazione di nuove creatività, che il social advertising.
Le creatività elaborate in combinazione con i copy avevano la funzione di stimolare la curiosità del target teen/tween attraverso innovative modalità di gamification.
Una tra le tante creatività pubblicate è stato il Facebook Canvas:
Abbiamo utilizzato questo strumento di Facebook con una innovativa combinazione tra asset statici e video in cui si ripercorrevano i punti focali sui quali è basato il film: Spettatore o Giocatore.
Il Canvas era a sua volta composto da 7 unità Canvas che proponevano un percorso sotto forma di quiz interattivo:
Cliccando sull’immagine alla fine di ogni percorso c’era la possibilità di lanciare una sfida taggando un proprio amico, tutto senza uscire dall’esperienza a schermo intero di Facebook:
L’esperimento ha riscosso molto successo, ottenendo eccellenti performance in termini di costo. Anche le immagini di sfida hanno ottenuto un interaction rate molto elevato, contribuendo a rendere popolare il film tra il target audience.
Kittens do strange things, combattutte wars to the sound of # among the fandom of the pop idols of the moment, buckets of water for philanthropic purposes. Virality is a product of the network which all aspire marketers but manages to lash out in ways less predictable and more interesting. We wake up today we had an example with #TheDress, a bad picture quality diffused by a user of Tumblr desperate because of the impossibility of being able to agree with her friends on the color of the dress: white and gold or blue and black?
Good, a seemingly trivial question, thanks to the magnifying power of social networks, He has transformed the Shakespearean Hamlet question of memory in a questioncina Bar: his Twitter, but not only, the # related to the dress and the colors began to take off becoming trending topic everywhere and forming two real teams with a worldwide coverage, as well as the usual reworkings in ironic and funny key, Scientific and journalistic insights into the different color perception, as well as the creativity of the most demanding brand to social phenomena.
To give an idea of the scope of this wave of global bewilderment than the fallacy of our optical perceptions, according to site statistics Topsy, #The dress has been tweeted more than a million times in a day. #whiteandgold is at stake 310 thousand (more about 15 Mixed #goldndwhite), #blackandblue and #blueandblack traveling altogether on 212 thousand tweets.
Beyond the reason of the viral success of the image (l’intrinseca call to action, undermine the established user expectation as to be able to identify with absolute certainty one color), as usual it is interessane also see the activities that different brands have set up to engage the Twitter TT. Among the best is that of Lego, (among other things, fresh from brilliant initiative launched for the Oscars, namely the creation of bricks against the statuettes “snub” di The Lego Movie), that not only plays on the colors but also on the dress.
But not bad also who banked with intelligence and humor the discussion towards the social company colors, joking about his being “part of” come Cirque du Soleil. Which among other things in his team “Yellow and blue” drew suffered a supporter not minor as Ikea.
They had rather easy game the Rolling Stones and the Backstreet Boys, both authors of an album called Black & Blue. Which otherwise it seems to be precisely the true color of the dress, according to the brand that has created and has obviously made it back in stock in stock.
Anyway, with nightfall and the kindling of strong indoor lights, #WhiteAndGold the team looks set to surrender to a stinging defeat. Who leaves the sure winner from this experience however is Twitter, who literally snatched the phenomenon to Tumblr and has confirmed the fastest and most effective platform in making a viral so genuinely spontaneous content.
