What is « Digital detox »?

The digital is: New methods of works, new ways of organizing your life, sharing information… We now can consider digital as a culture rather than a technic

The digital is primarily a shared culture, memes, a way of seeing the world, to think yesterday (the Minitel generation, Bi- bop), the today (social networks ) and tomorrow ( a future where everything has to be invented ) .

This led brand to call our digital nostalgia. We had to disconnect to share more in real life.

When the use of digital pushes to disconnect and return in the “real wold”, it replaces the product in the center of  attention.  Calling to disconnect will generate connected echoes. To illustrate this notion we are going to talk the initiative of a Brazilian restaurant

 A Brazilian restaurant invites its consumers to disconnect

The concept

Venga a Brazilian restaurant, that advocates a return to the fundamentals of communication in face to face, had the idea to offer a Wi-Fi network that would encourage "human connection. "When the user tries to connect to Wi-Fi network, a message appears advising him to socialize in real life with his partner rather than being connected in the virtual life. This system has reduced the number of shares on social networks and improves human relations in moments of conviviality.

Originality  

The originality of the concept is based on the fact that the restaurant gives a time of relaxation and conviviality. It does not invite to share on social networks, but invites to the revival of human socialization. He does not neglect the networks provided but instead it places usability and human interaction above.

Moreover, even if the campaign is not based on digital, it uses this culture to make some noise around the restaurant.

Digital Detox: Ready to unplug?

To understand better what is digital detox, here is a definition coming from the oxford dictionary: "A period of time during which a person refrains from using electronic devices such as Smartphones or computers, regarded as an opportunity to reduce stress or focus on social interaction in the physical world”

The total break is a reaction, at least, proportional to the extent of digitization we experienced in recent years. Not be too extreme it can be consider as a transition to a more rational and measured use of technology.

The results: Digital echoes 

- 347 check in

- 1540 likes

- 17 posts

- 752 tweets

    Key points to remember

- Brands take over digital culture 

- The notion of digital detox

references : 

http://leblog.wcie.fr/2013/05/17/un-restaurant-bresilien-invite-ses-consommateurs-a-se-deconnecter-dinternet/

http://www.oxforddictionaries.com/definition/english/digital-detox

MODAOPERANDI

Marni, Carven, Giambattista Valli, Oscar de la Renta... All your favorite designers' creation are now available to pre-order on runway show. How ? Thanks to digital !

Successful fashion/technology mashups are tough. Besides, one of the major concern regarding digital, is that it is quite « difficult » to mix it with luxury fashion. Indeed, luxury fashion is synonym of durability, authenticity, reliability, unicity while internet is completely the opposite.

But digital is in constant moving, evolution, very adaptable to the environment and people around. So like fashion actually. It shouldn't be so difficult then to match the two concepts.

BUT : this year, Moda Operandi, which is an online luxury fashion retailer allowing shoppers to place pre-orders on runway fashions a few days after select shows, made an operation kind of vanguard compared to its competitors. The website is hoping to further boost sales with the release of its first app.

The APP

So, Moda Operandi made a big step ahead in the world of luxury fashion. A huge step in the digital and technologic world finally.

The luxury fashion website decided to create an app right before the opening of the winter Fashion Week. The principle is simple, and compared by many magazines as “Tinder for clothes”. (Tinder is a famous app where you can “choose” the person you want to talk to, by liking or dismissing the person).

More than being just an extension of the website, it has a very useful purpose : capture customers' interest in the period between a runway show and when the clothes or accessorizes are available for pre-sale on Moda Operandi site. The app proposes the products worn by the models during the runway, and like Tinder, you can “like” or “skip” the product in order to find YOUR beloved piece. And in order to be the one possessing it.

Moreover, you can know which products on the app have already been approved by Moda Operandi.

For fashion addicts, that seems to be the perfect way to be the first one having creators' new collections.

The concept

More than enhancing the possibility of digital in luxury fashion, a concept more subtle is clearly highlighted there : make the experience addictive. Creating an app, which is more than a simple extension of the website, has a precise function. People are so connected, so dependent of their mobile that it was obvious for the retailer to create that app.

Indeed, while we are always checking our smartphones, what could have been more evident for the retailer to make people being more connected and interested ? Because for fashion addicts (but not only) that are always connected to fashion in any ways, it is necessary to have a support that allow them to shop, from anywhere, but above all to shop right in front a runway show.

So far, the app seems to be downloaded and used by the members. Even if you don't pre-order clothes, you have a view on the season's looks that are pretty well arranged by the designers of Moda Operandi.

Another criteria that makes the app more addictive...!

Results of that concept : thanks to partnership, the app was well promoted thanks to an ad campaign around it.

  

The brand content With Red Bull

The brand content With Red Bull

Today we will discuss about a marketing notion increasingly used by brands in recent years: The BRAND CONTENT. 

 So what is the Brand Content?

Brands using the brand content to provide original content that can engage their consumers. It is not advertising content but it is closely related to branding with objectives like create a strong relationship with the consumer, build commitment or expand its sphere of influence..

Case study : The Art of Flight by Red Bull 

Have you ever seen the film THE ART OF FLIGHT by Red Bull? (I ask but I hope everyone saw it because it is really amazing…)

So, impossible to talk about Brand Content without pronounced the name of Redbull. Brand energy drink has made ​​a truly culture of extremes. It has create lot of sporting events : the Red Bull Cliff Diving , a diving competition at the top of a cliff, the Red Bull Air Race, a race slalom flight , Red Bull Supernatural , a competition for snowboarders and Red Bull Crashed Ice skating competition extreme downhill.

And thanks to these events, the brand has created the film "The Art of Flight " in partnership with Quicksilver. We discover the best athletes in the world in action with exclusives interviews. The film is being sold on iTunes at a price of € 7.99 on DVD in Quicksilver stores.  Red Bull is one of the only brands to have produced and distributed paid content .

The Red Bull  philosophy 

The Red Bull approach was to develop a strategy around a specific quote from the film: “It’s not the destination but the adventure along the way.” 

To support the launch of this film, Red Bull  created an  epic and adventurous website like their latest venture into film. 

This strategy lead to the production of this site that takes users on an epic adventure while navigating content. Users get to see the beautiful spectacles of the snowboarding locations while experiencing the true art of flight. 

The digital strategy 

To promote the release of The Art of FLIGHT,  Red Bull designed and developed a digital campaign promoting the latest trailer. Red Bull and its team developed site takeovers, pre-roll and ads for Vevo, MTV, YouTube, and Facebook. In conjunction with this campaign, they also developed iAds for iPhone users.

During the campaign, AOF web traffic increased by 442% and Facebook by 800%, while the iAds helped to propel The Art of Flight to #1 on iTunes. Additionally, the trailer on YouTube became the 14th most shared commercial video ad that year.

This is a very good example of Brand content, and I hope everything is clear for you now. 

Have a nice day and see you soon, 

Credits: https://www.archrival.com/work/70/red-bull-art-of-flight