Special K is the latest brand to be cashing in on social currency with the popup “tweet shop” that launched in London in September to promote a new line of crisps. People could get a free packet by paying with a tweet.
An awesome experiment is storming through the Twittersphere. Tug of Store lets users decide in real time whether a product is cool or crap. See the thumbs flitter across the screen as you and your peers vote them up or down. Read more…
Being a “new American” myself I love this project by Zara to celebrate the launch of its US online store. It’s called Dear America and it’s a collection of curated photographs by 50 photographers paying a tribute the the 50 United States. As Matthew Coleman, one of the photographers that took part to the project says on his website “Dear America is a a quiet and gentle series, full of texture and landscapes and peaceful sights that undulate across the country“.
Marketing on Facebook is continuously evolving, while getting people’s attention is getting more and more difficult. The coolness of the brand isn’t a good reason for keeping its status updates in someone’s timeline. So the same basic process applies in order to gain fans and keep them loyal. Once again, it’s all about being valuable, providing good, amusing or best of all, useful content.
Easyjet has recently launched an Holiday Planner within its Facebook fan page. It’s an application that allows fans (yep, you need to become a fan in order to be able to use it…) to plan holidays together with their friends. And very soon they are going to add a feature that will allow people to buy plane tickets directly from the social network, without having to visit the Easyjet website. This is going to be a huge shift. We are starting to get used to give up our brand websites to let interactions with the our brand to happen mostly on social media… but ecommerce… that’s another story. As a marketer, I don’t know if I’m ready for this. Interactions and relationships on Facebook are so volatile. Also, trust is so difficult to get. I appreciate it’s important to provide consumers with options but I can’t imagine the death of the website to be too close.
As a consumer based in Europe (and partly as a digital marketer), I never thought Gap was a cool brand. But now, a few days after the iPad has been launched, I definitely changed my mind.
The Gap 1969 Stream iPad app is so much of the moment! It’s an iPad application that allows you to browse a lot of (branded) denim content, celebrities and designers videos as well as music. And on top of this, looks like you can also purchase products directly from the application. Once again, the geek marketer in me claims an iPad as soon as possible. But I guess I will have to wait until end of April to get one in Italy.
I apologise. With World Cup just 2 months ahead, my time for blogging is almost non-existent. I feel bad for not taking care of Adverblog, but it’s worse is that I don’t even find the time to browse around and check the links I receive for my own interest and education. Today I’ve been lucky, on a friends’ website I found a very good collection of links to a selection of 25 great ecommerce website designs. The selection is a good starting point to discuss how an ecommerce homepage should be.
A lot of people think that if you give too much space to the brand experience, than consumers will not understand that is a retail experience. Others argue, that if you manage to “sell” the brand experience well, than consumers will also buy the product. Because of my background, I tend to agree with the latter opinion. However, a few recent experiences actually proved me that more product less brand is better if your focus on ROI. Nevertheless, I finish my confusing post by sharing a link to a brilliant ecommerce enable brand video by Diesel. God save the brand!
From Japan another great example of digital communication and a clear demonstration that the online media and online commerce are (more than) ready to support any brand or product (if the communication is done in the right way). Today we talk about dogs, fashion and ecommerce. The brand is called Free Stitch and produces clothing for small dogs. I personally hate the idea of putting a ridiculous cloth on my dog but I appreciate small dogs might suffer cold… and this website would definitely push me to buy something fashionable.
The experience is brilliant, with a gallery of “models” wearing the different items and the absolutely fantastic possibility to browse the collection by clothing or by “dog”.
From Japan, a new fashion website I like for the good mix of brand and ecommerce experience. X-girl is teenagers brand with a pretty wide and colorful collection which cannot afford to communicate in a boring way to its consumers and, at the same time, needs to think about ROI.
The Xgirl website first of all features a great interface, which really shows you the effort they put in making the experience entertaining, interesting and last but not least usable. Even if everything is in Flash you never feel lost in the navigation which is, weird but true, quite uncommon in ecommerce enabled Flash websites.
Shopping online for food has never been so cool (and even sexy). Check out the website of Les Gourmandises de Lolita Lempicka where food photographs, illustrations and animations mix in a sweet and engaging way.
Food prices are also for “amateurs”, but if the chocolate and the cookies are good as their packaging and presentation, maybe it’s really worth spending 8€ for a small box of petit beurre
An infinite number of animated t-shirts populates the summer collection of Japanese fashion brand Sunny Clouds. The website is pretty basic but also quite fresh in presenting the product and driving immediate sales.
The animations with the t-shirt definitely buy the products some attention, and even the product catalogue shots become interesting in a context that communicates a feeling of joy and makes you feel Spring is almost here.
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