What does interactive content look like? Well, if you’ve been in New York City between January 14th and the 20th, you’ve seen it glowing through the night sky from one of the world’s most recognizable buildings. As a part of an initiative to highlight its new, state-of-the-art LED lighting system, the Empire State Building has been allowing the people of New York, as well as the world at large, to vote for their favorite colors for the tower lights using interactive content created on the SnapApp platform. Not only is it a highly visible and innovative way to use interactive content, but to be completely honest, it’s just plain cool, and here’s why.
It Blurs the Line between Online Interactions and Reality: For people looking skyward at night during the campaign, they will see four different shades of a given color – red one night, orange another, blue on another, and so on. Wondering about the significance of the colors – as the colors of the tower have a variety of meanings – the typical reaction would be to search via mobile or another device, why is the Empire State Building different colors, and they’ll come to stories like this one from Mashable, or they’ll go directly to the building’s Facebook page and discover that they can actually vote on the colors that they’re seeing in real life.
People Are Responding: In the first few days alone, the app has averaged nearly 1,000 votes per day with an average app completion rate of 93%. On Facebook, the images resulting from the campaign, along with conversations driven by the voting process, have generated thousands more likes and comments as well. Combined with pick up from the online publications like Mashable, as well other social channel buzz, the Empire State Building has achieved an extremely prominent rank in search and undoubtedly, an expected lift in site traffic.
It’s Memorable Marketing: Most marketing campaigns have a pretty short shelf life. An email is sent, ads are posted, the marketing magic happens, and then it’s on to the next one. In the Empire State Building’s campaign, however, there’s an experience created, and there’s a story to tell. People can remember seeing the different colors each night. People can wonder or ask how the building ended up choosing its colors. And each time the experience is relived in memory, or the story is retold to explain the history, the effect and objective of the campaign is revisited.
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