Some of the world’s most well-known brands are starting to taken those ubiquitous self-clicked photos and turning them into a marketing opportunity, according to Adweek.
For example, in advance of the World Cup soccer tournament this month in Brazil, Coca-Cola will unveil a 3,015 square-meter nylon flag comprised of 219,000 photos collected via Facebook, Twitter and Instagram from 207 countries. The flag, which features a soccer ball, is recreated from Brazilian street artist Speto’s painting. Coke recruited Speto to create images for its global branding campaign around the World Cup. After the tournament, a link to a microsite showcasing the so-called “Happiness flag” will be emailed to each participant.
Likewise, brands such as MillerCoors, JDate and Home Shopping Network are using selfies to develop brand stickiness. HSN in early June asked Facebook users to upload photos of their pets, and then HSN TV hosts plugged Pet Appreciation Week using those photos.
Still, not everyone thinks that selfies are professional enough to serve as slick campaigns. According to Jake Katz, Revolt TV’s vp of audience insights and strategy, “What [audiences] want is content that is highly polished, and they expect that from brands.”
Read more: Adweek
Brief Take: Just like they do on TV, audiences like to see themselves reflected in the media they consume. Selfies, used creatively, are one more way for brands to connect.
Tags: