The increasing number of new technologies has meant that businesses have more ways than ever to amplify the impact of their content. From virtual reality and drones to new video marketing techniques, cutting-edge technology is helping many businesses stand out online.
Here are eight brands that have managed to use technology to maximize the impact of their content marketing.
Virtual Reality
- The New York Times
First published in 1851, the New York Times is still one of the most popular newspapers in the U.S., which is partly due to their ability to adapt. Their recent creation, NYTVR, is the most recent example of this. NYTVR aims to provide users with a low-cost and immersive virtual reality experience, allowing viewers to get upclose and personal with news stories.
These 360 degree videos take viewers on a journey to places they likely have never or will never go: a trip into space with a flight over Pluto, a tour of the hottest place on earth or a swim with dolphins.”The Daily 360” now offers viewers a new 360 degree video every day.
- Excedrin
Excedrin developed a virtual reality simulator to show people how migraines are more than “just a bad headache.” The Migraine Simulator imitates migraine symptoms like blurred vision, blinking spots and dizziness, to show non-sufferers the seriousness of the condition. The subsequent press coverage highlighted the struggles that many of its customers face and put Excedrin back into the spotlight.
Drones
- National Geographic
The classic magazine focused on the natural world continues to experiment with new media. In 2016, they teamed up with oceanographer Leigh Torres to take aerial drone footage of a blue whale lunging for krill. The video has now received over one million views on YouTube.
- Camisaria Colombo
The Brazilian retailer also used drones, but this time to pull off a marketing stunt. When the clothing company’s target market – business executives – were stuck in their offices on Black Friday, the brand draped some of their best suits on mannequins attached to drones and hovered them in front of an office block in the business district of Sao Paulo. Now that’s targeted advertising. The attention the brand received from locals and press took their Black Friday campaign to the next level and their YouTube ad of the event has been seen over 150,000 times.
Interactive Video
- Nike and Lidyana
Online fashion retailer Lidyana and Nike teamed up to make an interactive video, showing a young woman waking up and then exercising. Viewers first choose the exercise for the main character to perform. Interactive buttons then appear on her clothing, giving viewers the opportunity to learn more about the merchandise and even add items straight to their shopping cart via the video.
- Only
For their new range of jeans, the french fashion brand Only created an online interactive video that was part film, part fashion catalog and part music video. As you watch the film, you can freeze the video and interact with the merchandise worn by the girls. You can like, browse, pin, tweet and buy every item of clothing. You can even download the video’s soundtrack. Within two weeks of the video’s release, their website received over 280,000 visits.
Live Streaming
It’s no longer just sports events that are streamed live online. Streaming apps like Periscope and the Facebook Live function have given content marketers the platform to engage with audiences in new and exciting ways.
- Grazia UK
The UK subdivision of Italian women’s magazine Grazia hosted multiple events at Facebook’s London headquarters which they live streamed. The most successful video was a debate concerning Brexit, where users could submit questions live via social media. This is a great example of how a company can promote their brand without necessarily promoting their products.
- Dunkin’ Donuts
It’s no surprise that Dunkin’ Donuts relies on visuals in most of their marketing campaigns. Who hasn’t been tempted to eat a donut after seeing a picture of one? To take it another level, Dunkin’ used Valentine’s Day as an opportunity to live-stream its test kitchen. Viewers could see how they created their products and the video ended with the creation of a gigantic, donut-themed wedding cake. The video attracted over 43,000 viewers, which is pretty impressive.
New Technology to Help Your Business
As the online marketing space becomes more crowded, brands are looking for new ways to deliver great content and attract more attention. Traditional content like blog posts are still a valuable part of any marketing strategy. But by using new technologies, you can make more people take notice of your brand.
The good news is that these technologies are becoming more diverse and accessible meaning that you can use them to inspire your audience. With these examples in mind, what innovative ways could you use technology to take your content to the next level?