Voices
Are we leaving men and boys behind?
At Creative Equal’s RISE event, industry leaders consider how to reframe boys and men in marketing
The Website Is Dead! Long Live The Website!
Kara Melchers
Managing Editor, BITE Creativebrief
Welcome to GeoCities, the original web hosting service and foundation of the internet of today. Originating in 1994, four years after the birth of the internet, digital pioneers began to organise information and ideas into online neighbourhoods with names like Madison Avenue for advertising and Area51 for conspiracy theories. In 1999 GeoCities was bought by Yahoo! In the ten years that followed ‘citizens’ left for the heightened social climes of Google and Facebook and the collaborative work of 35 million people was archived. GeoCities became the digital Pompeii.
As the internet has evolved we’ve seen brands use this space in ever advancing ways. Websites have progressed from brochure style static sites to those that host dynamic multimedia and interactive content, pulling in social media channels using curation tools like Mention.to, developed by the agency Big Group.
“Websites will continue to evolve with compelling interactive experiences being at the heart of what creates value for consumers and brands,” says Matt Law of Analog Folk. As advertising in social spaces becomes more crowded we see brands focused on luring customers back for some one-on-one entertainment in their own homepage.
Nissan Captures The Thrill Of Speed On The Web
To launch the LEAF, a 100% electric, zero-emissions car, Nissan needed a new way of speaking to potential drivers. One solution, an answer-ready website where brand fans can ask questions, explore the LEAF and submit orders for the new car. In the first two weeks, the site had over 300k visits with 15,000 questions submitted,
For the Rouge, Nissan developed a personalised, interactive video experience using Google Maps. The website encourages the driver to explore new and unexpected routes in their own city.
To support the launch of Gran Turismo 5, Nissan created a digital experience to capture the thrill of speed. Nissan GT Academy uses rich video assets shot at Silverstone race track and gyroscope technology to create a 360-degree digital experience.
By adopting new technologies Nissan has reinforced its brand promise of Innovation that excites.
Agency: Critical Mass, London
20,000
online LEAF reservations
80,000+
Facebook and Twitter fans
Taylors Online Coffee Cosmos
The new web experience from Taylors coffee shows how a brand can embrace new digital techniques alongside their core marketing messaging. It’s a social hub integrated with Facebook, Twitter, YouTube and Instagram, as well as fixed ‘blog post’ style content.
Agency: Engage Interactive
The Ultimate F1 Website For Williams
Rufus Leonard consolidated 19 sites into a single publishing platform, allowing employees to adapt and update content in real-time. It’s the ultimate F1 website catering for fans, partners and sponsors.
Agency: Rufus Leonard, London
Ba Welcomes You To The Club
The Club from British Airways uses responsive design techniques to deliver an experience optimised for mobile, tablet, laptop and desktop. The site uses HTML5 caching enabling users to save the magazine for reading offline, perfect when there’s no Wi-Fi available. It delivers content in nine languages including those with non-Western character sets.
Agency: Reactive
Agencies Featured
Users who viewed this article also looked at:
