We have been talking about the transformation of the digital world, the new communication paradigm, new ways of consuming content, etc.
There’s a long path of constant change ahead of all of us, so we have to work hard if we want to stand out. The key is to differentiate ourselves, and for that reason I emphasize the creativity element. So that you can see that it is possible to stand out in this field, at the end of this post I show you 4 examples that took the world by storm, take note of them!
Before starting to work in the creative development, we must bear in mind that it is forbidden to cling to the first idea. After a long non-stop brainstorming, I recommend you shredding all the proposals, build and rebuild over and over from different perspectives all the ideas that came up as if it were a puzzle.
In this way we can observe and analyze what are the strengths and weaknesses of each idea, improve and achieve a good outcome without losing sight of our main goal no matter what our target audience or the type of content is:
Achieving a fantastic mobile experience. Leave a mark.
Creativity
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Target and type of content.
It is very important to make it clear what type of public is going to consume your content. It is the way we can analyze it and create content that matches their interests according to the topic: training in the case of Snackson, food, sports, entertainment, etc.
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Adapt content to the mobile experience.
Content must be liquid, adaptable, and give a clear and coherent message.
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Set achievable goals.
Plan short-term goals in an orderly way. In this way, you won’t generate frustrations product of the strong urge to achieve too much.
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Make the user fall in love.
By making the user fall in love, you will prompt what is called engagement, compromise, and involvement.
Make the brand ‘experience’ exceed the brand ‘perception’ – Stan Rapp
Next, you’ll see a number of examples:
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Sydney Opera House: #comeonin
During the latest Cannes Lions festival in the Mobile category (activation by location), the agency DDB proved with simplicity and creativity that data are really important in order to spread a message by using geolocation in the campaign “The Sydney Opera House”.
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Teatreneu: Pay per Laugh
The independent company Teatreneu from Barcelona, carried out an experiment on a global basis, in which you only pay for what you laugh. The Pay per Laugh seats had face recognition cameras that detected your smile/laugh, took a picture of that instant and, in addition, you were given two free tickets for any other play at Teatreneu or Aquitania Teatre.
With Pay per Laugh, you had free entrance initially. When the play finished, each spectator checked their laughs count before paying.
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BILLBOARD BRAZIL: The End of the Silent Magazine
Billboard Magazine, the first magazine in the world that has played the music about which it was talking on its pages via NFC technology. Readers became also listeners by just approaching their mobile phones to the magazine, without downloading any app for such action. With only an NFC tag on the inside of the cover page, it was possible to play music and engage the user like never before.
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The Making of Racer: A Chrome Experiment
Racer is an experiment made by Chrome members. It’s a videogame that allows gamers to play multi-player and multi-device. A slot car racing game through through the different screens of each device, such as mobile phones and tablets, both Android or iOS, that allows anyone to join.
On the video you can see the people who work on this project explaining in an easy way how the different tasks of the Racer experiments are developed. You can stay up to date about the experiments that Google carries out at Chrome Experiments.
There are different ways to develop creativity but we have to carry them out, create, experiment, try, etc. It’s necessary to make the most of the intense relationship that each one of us has with our smartphone and find the way to reach a consumer which is increasingly connected by surprising them and therefore differentiating yourself.
Post translated by Carolina Serna
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