SO MOnday: 10th August 2015


Abbey Torrance and Hewie Dalrymple round up the best social and mobile news from the past week. Including Forever 21’s Instagram powered thread screen, Clinique’s Tumblr campaign, Walls Ice Cream’s comedy partnership, emergency services texts, and Facebook drones…

Forever 21’s Instagram Powered Thread Screen

The women’s-wear retailer Forever21 worked for over a year and a half to create an amazing installation called the Instagram powered thread screen. What is a thread screen? This is a ‘massive 2,000-pound machine made up of over 200,000 parts (more than eight times what you find in the average automobile), the Thread Screen is one of the most complex pieces of machinery ever built for a fashion brand and utilizes 6,400 spools of thread to uniquely display pics posted to Instagram with the hashtag #F21ThreadScreen’.

How does it work? You just have to upload an image via Instagram with the hashtag #f21threadscreen and then you go to the site to see your photo recreated by the giant thread screen. Click here to see a behind-the-scenes video of the project.

Clinique / Tumblr Campaign #FaceForward

In a bid to re-engage with Millennials, Clinique worked with Yahoo to create a Tumblr page to launch their #FaceForward campaign.

For the first time, Clinique have used role models rather than product in their creative, utilising global influencers Tavi Gevinson, Margaret Zhang and Hannah Bronfman to be the faces as well as promoting content which is Tumblr-friendly with inspiration quotes.

Natalie Clarke, UK group marketing manager for Clinique, said: "The inspiration for the campaign came from a generation of young, bold, confident women that embody Clinique’s vision and beliefs. We feel that Yahoo and Tumblr allow us the ideal platform to reach these young women with bespoke content."

This is a brilliant example of how you should tailor your creative to ensure it will be as engaging as possible on the relevant social platform.

Wall's Ice Cream and Comedian Mark Watson Takeover Westfield

Wall’s gave comedian Mark Watson control over the giant big screen at Westfield shopping centre last weekend. The stunt was revealed on Twitter as both Walls and Mark Watson used the social media site to leverage the campaign.

The stunt, which included an experiential pop-up at the shopping centre, is part of the brand’s ‘goodbye serious’ positioning. The strapline was introduced last summer in an attempt to make the brand more relevant. A look at the #goodbyeserious twitter results shows that customers are engaging in the brand which has invested heavily in experiential events across the summer.

Should you be able to text emergency services?

The latest Ofcom report was published last week and shows that 90 per cent of young people and 50 per cent of 55 to 64-year-olds now own smartphones.

This has led to the Institute of Engineering and Technology saying that people should be able to text 999 to ask for help.

‘Professor Will Stewart at the IET said: “Smartphones have become the hub of our daily lives and are now in the pockets of two thirds of UK adults.

“The data from Ofcom highlights the urgent need for radical changes to be made to the 999 emergency service so that those in need can text as well as call.

“Much of the technology we need to update our emergency service is available today. But we urgently need to make progress now, with clear ownership from government and ministerial leadership.”'

Do you think this would be a help or a hindrance? Would you text instead of call in an emergency?

Facebook Drone

Last week SOMOnday told you about Facebook’s plan to bring the internet to the developing world. If you read the article through you’ll remember that the drone is solar powered and has the wingspan of a Boeing 737! This week we’d like to follow up that story with a video that will help bring the idea to life and allow you to picture the impressive device.

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