From the silver screen to the camera screen, if this week’s edition were to be given a theme then it would probably be visual storytelling. That means there’s no room for a delightful Christmas ad from McVitie’s (the brand’s first festive offering for more than 30 years) that reaches into the big box of marketing tricks and crams as many cute animals on the screen as possible.
Once you’ve finished gawping at the biscuit brand’s front room menagerie then make sure you read on to find out about the five stories that you need to know about this week…
NEWS STORY OF THE WEEK
Did North Korea really attack Sony Pictures?!
Sony Pictures’ entire network was hacked resulting in four of its films (two yet to be released) being leaked and downloaded nearly two million times. What makes this different is the supposed source of the hack. North Korea is believed to be behind it as an act of retaliation for upcoming release, The Interview. In the film, two reporters are granted an audience with North Korean leader Kim Jong-un and the CIA then enlists the pair to assassinate him. Unsurprisingly, the country isn’t best pleased and UN envoy Ja Song-Nam said there would be a ‘merciless response’ if the film was not cancelled but an anonymous diplomat has denied that they were behind the attack. However, experts have pinpointed similarities in the malicious code used to hit Sony and a similar attack on South Korea last year.
TECH STAR OF THE WEEK
Plot the right course with just three words
It’s a little known problem, but three quarters of the world suffer from inconsistent and complicated addressing systems, which often make giving or getting directions difficult. A start-up has found a solution to this problem by designing a platform that assigns a unique amalgamation of words to every corner of the globe. The result is What3words, a GPS and map driven platform that provides users with a three-word code for any given location. Its main function is to provide easily memorised location IDs for anyone, anywhere to use. Vitally, it works even when there is no data connection and is now being integrated into navigation apps, car share apps, travel guides, logistics systems and property search sites.
CAMPAIGNS OF THE WEEK
Liberty tailors Instagram deals for fashion lovers
Fashion brands are typically among the most followed profiles on Instagram, but monetising fans has been tricky. Liberty’s partnership with Tapestry could be the first step to achieving this. Tapestry is an app from London based start-up Upside, that won IC Tomorrow’s ‘Mall of Tomorrow’ contest. The app collates all the user’s favourite fashion brand images from Instagram and saves images they like, filtering out the cat pictures and friend selifes, to show unadulterated luxury. The smart element of the partnership is that regular Liberty shoppers can download the app and link it to their loyalty account. The retailer then gets access to the data on which fashion brands and items interest users and offer bespoke perks based on the brands the user loves most for their next visit.
A picture tells a thousand words for Nikon
Nikon is also tapping into the power of Instagram by celebrating the growing desire to communicate visually with its ‘I AM Generation images’ campaign. More than any previous generation, people now speak and tell stories through the power of photography. So Nikon sent one of its cameras on a journey to help seven people make their voice heard. An immersive website features imagery from these visual storytellers who have are documenting their passions. Nikon then utilised social media channels using a dedicated hashtag to get other users to capture and showcase the best images possible. The very best images tagged during will then be selected to feature in the campaign.
SOCIAL MOMENT OF THE WEEK
Op, op, op, op… Oppa Gangnam Style finally breaks YouTube
Gangnam Style, the breakout K-Pop hit from South Korean musician Psy, has broken YouTube’s view counter by hitting 2,147,483,647 views since July 2012. It’s a number greater than a 32-bit integer (that’s 32 binary digits long for those that skipped that part of IT at school). YouTube has now fixed the issue stating that it did not think it would see a video achieve so many views. It now uses a 64-bit number, which means videos have a maximum viewer count of 9.22 quintillion… which one assumes should prove sufficient. As well as being the most viewed and liked YouTube video of all time, the catchy song hit number one in 33 countries… although, embarrassingly, it only scraped in at 42 in Romania.