By Cristiane Namiuti
The Internet and the massive adoption of mobile technologies are changing the way we relate with the world around us, and redefining how we consume (anything and everything): brands, products, services, information, entertainment etc. Thanks to technology, we now have immediate access to all types of information. And this new paradigm has transformed, and still continues to reshape, what once was the “Traditional Marketing”.
In a world where there are more mobile phones than people, we tend to spend more time on social media than watching TV or reading magazines. In this scenario, brands are adapting to our new media habits, and creating new ways to connect with consumers and convey their messages.In 2013, Airbnb released its first global campaign with an innovative movie produced leveraging crowd-sourcing and social media. This was the first movie directed via Twitter and entirely shot with Vine. The director, Ben York Jones, created the storyline and tweeted Vine directions of the scenes. Following his instructions, people from all around the world created their Vine videos, and tweeted them back to Ben. After a week of editing, “Hollywood and Vines was Born” with the objective of conveying Airbnb’s mission: “an artful story about travel, adventure, and finding your place in the world.”
The final film is four minutes and thirty seconds and was first released in 2013 on the Sundance Channel and later online.
About the Author:
Cristiane has more than ten years of experience building and managing top consumer brands. She is passionate about developing brand communications and product innovation based on consumer insights. Throughout her career Cristiane has successfully launched hundreds of consumer brands and products. Her projects have generated stronger brands and business growth for large corporations such as Unilever and Bare Escentuals, as well as small businesses and startups. While at Unilever, Cristiane’s projects received multiple awards, including: “Best Creative Media”, “Best innovation Project” and “Best Integrated Communications Plan” by Unilever Awards. She holds an MBA in entrepreneurship from Babson College in Wellesley, MA and a Bachelor’s Degree in Marketing and Advertising from ESPM in São Paulo.
Illustrations by freepik.com
