Posts Tagged ‘Twitter’

A Face in the Crowd

Wednesday, July 7th, 2010

Just a few weeks ago, we came across this idea of “writing your own headline” from Nike.  People tweet a headline using hash tags and 100 per night are broadcasted in Johannesburg.  Now, back in the United States, we are seeing the concept of broadcasting tweets being brought to the next level.  Times Square has made a big new friend who loves to play around with the public.

In honor of the launch of its Times Square store, Forever21 has created an interactive board using high-tech surveillance equipment and computer vision technology as a virtual model plays with the crowd below.  The model can pick up onlookers and either kiss them, turn them into a frog, put them in her shopping bag or take a picture of the entire crowd.  Using the high-tech equipment, the models are able to spot those people in the crowd carrying a yellow Forever21 bag and are more likely to pick those people up.

Along with the on-screen virtual model, there are also tweets broadcasted the way that Nike is doing in Johannesburg.  Tweets including #love and #forever21 are placed on the large screen for all of Times Square to read.  In 2009, “The Hand From Above” was a giant hand on a screen created to interact with the crowd.  This tactic builds awareness and encourages interaction and participation.  The Forever21 Billboard takes virtual crowds and physical crowds and interacts on both ends.  It’s amazing to see how social media has become more mainstream than ever. The billboard is a clever advertisement and offers a new experience every visit!

Links of the Week: April 30th Edition

Friday, April 30th, 2010

Two-Thumbs Down to 3-D

Famed movie critic Roger Ebert is not jumping on the 3-D bandwagon. In a Newsweek article published this week, Ebert explains why movie theaters should not overuse the technology and make it “a way of live” for moviegoers.

Hugo Chavez Twitter’s Newest Political Figure

Venezuelan President Hugo Chavez is officially a Twitter user as of Tuesday. The anti-US critic will be using the microblogging site as a way to send messages to his followers. He’s also reportedly encouraged Bolivian President Evo Morales and controversial Cuban political leader Fidel Castro to also join the site.

NYS Senator Charles Schumer not a Fan of Facebook

New York State Senator Charles Schumer is not a fan of Facebook’s new personalization of their site. He’s written a letter to the FTC asking that they create stringent guidelines for Facebook and other social networking sites.

Apple Releases “Thoughts on Flash”

Apple’s Steve Jobs has released a statement titled “Thoughts on Flash” in which he explains that due to Adobe’s lack of “reliability, security and performance” the iPhone and iPad will not support the Adobe Suite.

Check in to a New Pair of Jimmy Choos

Tuesday, April 27th, 2010

Although social media savvy brands are beginning to warm up to the idea of location based services, some brands remain skeptical of the benefits. This week London-based fashionistas who belong to Foursquare will have a chance to experience the marketing possibilities behind location based services.

Shoe giant Jimmy Choo is using Foursquare to organize a treasure hunt in real-time around London. With this contest, Foursquare followers can see where one pair of Jimmy Choo trainers check in. Once they’ve checked-in, campaign followers can show up at the trendy venue in hopes of catching the pair of shoes before they flee to their next, equally chic location. Once caught, winners are able to choose their size and style.

It’s interesting that this campaign is effectively using additional social media platforms such as a contest-specific Twitter handle (@CatchaChoo)  and Facebook fan page dedicated to the contest. Both accounts are updated in real-time along with Foursquare check-ins.

If this were a national or international contest, the accounts would be overwhelmed with interested parties. However, because of the London specific location, all accounts – including Foursquare – have less than 1,000 fans, followers and friends creating an intimate feel to this contest.

This contest is interesting to the social media industry for reasons other than shoes. Location based services and geo-tagging are already starting to be used by brands such as Time Out New York and the Financial Times but this is the first contest of its kind and while some may look at it as a cheeky marketing ploy, it also seems to be an effective brand building tool and a glimpse into the future of social media.

Twitter blazes new trail with @anywhere

Monday, March 15th, 2010

Apparently no one told Twitter co-founder Evan Williams the old Texan proverbs “If you’re ridin’ ahead of the herd, take a look back every now and then to make sure it’s still there.” In his keynote address at the South by Southwest Interactive Conference in Austin today, @ev announced Twitter’s intention to blaze a new trail with their @anywhere platform.

If you haven’t heard, the new platform will integrate with some of the world’s top websites. It will allow you to follow a journalist’s byline or tweet about a YouTube video without leaving the page.

While some may see this as an attempt to connect with the world like Facebook, I see it as Twitter fully embracing their destiny.  In my opinion Twitter has always been a platform for quick communication. Whether it’s been link sharing, reporting news, or laughing at the latest meme, Twitter has always been about communicating through a platform to the community that formed around it.

While the Twitter community that has grown is spectacular, it still leaves a lot be desired. It lacks the everyman attitude of Facebook and the dominance of Google. While Twitter would always have a large fan base, it wouldn’t necessarily be enough to sustain itself.

That’s why I think @anywhere might be the best trail Twitter has blazed so far.  By combining the content we love to share with a platform that everyone knows, Twitter has a chance to weave itself into the very DNA of the web.  By thriving as an communication platform, Twitter can survive and grow as a community and a company.

Why Social Media Fits for Fashion: An Overview

Wednesday, March 3rd, 2010

Although fashion and social media are two industries that have always seemed to be very separate, over the past year, with the news of publishing powerhouses losing readership to their online counterparts and advertisers dropping like flies, the fashion industry, once ruled by magazines, has seemingly surrendered and is beginning to embrace digital media.

Survival of the Fittest

Big-name magazines like Glamour, Vogue and Elle now have their own blogs – usually connected to the publication’s website. Most major magazines including Vanity Fair and Vogue’s UK edition also have a presence on Twitter as do many of their individual employees. New York Fashion Week even maintains its own Twitter account with details of shows and Fashion Week events.

Technologically speaking, it was recently reported that Conde Nast, one of the industry’s largest publishers, intends to release some of their top magazines on the newly released Apple iPad. Conde Nast also announced that Vogue, one of the publisher’s largest and most well known fashion magazines, will be launching an iPhone application. This application will help user with shopping and styling. The Wall Street Journal’s Christina Brinkley calls it “part of the all-out rush in the fashion industry to embrace technology—most notably with blogging and tweeting.”

Power Plays

Bloggers, once considered lint on the tailored jacket of the fashion industry, have become a force to be reckoned with. Blogs such as Bryan Boy and Style Rookie creator Tavi Gevison have garnered enough respect to warrant star-treatment typically reserved for the upper echelon of style writers and editors.  In fact, Tavi, who is 13-years-old, was flown to Tokyo to cover a party with popular French label Comme des Garcons for Harper’s Bazaar.

Not only are these bloggers writing extensively about the industry, they actively participate in events including runway shows. This past month at New York Fashion Week alone we saw an influx of bloggers not only attending designer’s shows but sitting front row amongst fashion industry royalty such as Anna Wintour, Grace Coddington and celebrities like the Olsen Twins.

To accommodate these bloggers, designers have also embraced the digital age. This past season, big name designers like Marc Jacobs and Calvin Klein made their shows available to home viewers by live streaming their shows.

Shares Well With Others

The fashion industry is traditionally based on a hierarchy of exclusivity and while some industry veterans disagree with the growing digital trends it seems that the industry as a whole is starting to accept that their target audience is paying attention to these mediums. What is the draw? Besides the obvious:  it’s cheaper and easier  to access –  interaction is key. Fashion bloggers are interacting with their readers; hosting giveaways and translating runway looks to the sidewalks. This accessibility is putting a different face on fashion – one other than models and style moguls.

The fashion industry has learned the same lesson as many other industries: shunning the online world will not make it disappear or lessen its influence. It seems, for now at least, that fashion publications, designers and editors are embracing digital media and learning to wield the powerful tools that are the digital world.