Inspiration
Tapping into the Web
May 28th, 2009
Written by: Adam Pierno
Things, if you haven’t noticed, are moving quickly online. Everything is happening on the web. Constantly. And fast. Too fast to follow, but that’s ok. If you miss the newest video trend of the keyboard cat, just wait 10 seconds and jump aboard the next one (pretty sure Chuck Norris jokes are coming back).
As consumers are becoming one with the web, some brands are tapping into the speed and omni-presence of the internet to demonstrate their own relevance.
Modernista started the trend by reducing their website to a series of links to various wiki sites that, together, shape the definition of the ad agency. Instead of an “Our Work” section of the Modernista site, the link takes a user to YouTube (for TV spots and videos) or Flickr (for static work, like print. Yes, I think they do still do print). Of course this is old news. And the same idea was replicated by Skittles, looking for a way to connect the dots between consumers looking for info about the fruit-flavored candy and consumers who had been posting blogs, pics, and videos about them for their own amusement.
Sprint has joined this trend by launching their Now Network campaign. It all happens at a microsite that tracks various random events via the web in “real-time”. It follows constantly moving stats like “Eggs Being Produced,” “World Energy Use” and “Top Words Being Used Online.” This is not only a demonstration of relevance to the web, but also the speed of the network and reliability of the data. Very smart, and very well executed.
To a lesser degree, Snapple has transitioned its “Best Stuff on Earth” campaign to the internet via “Best Stuff on The Web“. Hovering over different Snapple ingredients on the sites brings up links to The Best Blogs, The Best Hamburger Grease Art and other random entries. The links have little to do with Snapple, and might not be relevant to the user. This makes the site less effective than Sprint, but still somewhat engaging, if only to see how random the links will get.
Until now, brands have been struggling to create things for the web that will make them relevant to web users. It seems that brands online will follow suit with other media and adopt this “new” trend. Co-opting those things already connecting with the audience, and adding a brand message.
Struggling so they have. I always get the urge to hit the back button when I enter a site where the content seems to have little in common with logo at the top of the page.
Not the case here: http://uncapwhatsinside.net
Sharpie is launching a multichannel campaign this month utilizing print, TV, social media sites and their own interactive community website. The campaign features the tagline “Uncap What’s Inside.”
Users share their Sharpie art by submitting pics or videos of whatever it is they’ve designed with the markers.
Well done Sharpie. Sharpied-up Vans and homemade wrapping paper have been around for years, and the brand has a large and loyal fan base. (I tag all my Sharpies with masking tape—just ask my coworkers.) Sharpie has realized this, and provided users with a great way to share their creations and inspire others to start designing. The site is well executed and the content is relevant.
And I don’t think Chuck Norris jokes can make a comeback, because I’m pretty sure Chuck Norris never goes away.