There's a lot of buzz today around the Editors smart use of Google Street Views to promote their new album In This Light And On This Evening. The whole thing is pretty simple: on their official website you can explore the streets of London that inspired their songs and consequently preview the tracks.

While browsing around visitors can also experience a series of beautiful stills by James Royall. These photos are usually not available on Google Street View and provide Editor's fan with unique access to the band around London at night.

I very much like the idea of integrating real and virtual life. But to be honest, my feeling about this execution is "smart, cool, well done" but not "wow" in the sense that this kind of wise approach to digital tools should be the norm (and maybe it's beginning to be the norm) and not the "wow" exception. What do you think?

via Creative Review

Do we sometimes expect too much? The "WoW" is the intangible very personal interpretation of the impact of something. I am sure the less digitally exposed out there will like this experience and may even be wowed by it in their own way. Personally I like it, and I know I like it because I wish had done it so it :)

This does rekindle an old thought of mine, that is, for me music brings back memories of times and places and it would be nice to place music back onto the place the place it reminds you of, as it can get you to re-examine / experience other people memories of these places.

Posted by: Andy Dean at October 16, 2009 05:08 PM

Ciao Andy, don't get me wrong. I think we should always differentiate the "marketer/creative" from the "consumer" reaction to a piece of creativity.

We (marketers/creatives) as you correctly say, are often very demanding when it comes to original ideas and innovative projects. If you take the consumer point of view "relevant" is often more important than "never seen before".

In this case, the idea is not "wow" in terms of "never seen before", but it is very "wow" in the sense that it manages to create a meaningful emotional experience for Editors' fans.

Posted by: Martina at October 16, 2009 10:27 PM

I think we're going to be seeing more and more of these innovative launches both in the entertainment industry and across the board by brands.

The functionality is OK - you basically just navigate straight forward or backwards. It would be really cool if they made it more of a maze, however that may turn "light" users off.

Overall this is a fantastic way to get users to discover an album and interact with a band.
I like the integration of 360 degree images where we can explore The Editors' interpretation of "the mood and magic of London at night," as this creates a relationship with the group. Also a great way to discover London and connect with the band over shared locations.

I posted more about it here: http://bit.ly/4s4SgH

Cheers!
Jackie

Posted by: Jackie at October 18, 2009 11:47 PM