MostContagious2012.pdf - Contagious Magazine

Frontrow /
At this year’s Vivid Live Festival in Sydney, Australia, Google’s Creative
Lab together with Mark, Sydney launched Frontrow – an in-built functionality
on YouTube enabling viewers to take photos whilst watching a live stream.
Fans could pause the action, move the camera and zoom in and out to
capture their favourite image. These photos could then be shared on social
networks. Frontrow was first introduced for Australian band The Temper
Trap’s headline performance inside the iconic Sydney Opera House.
Rather than being passive viewers at home, fans from all over the world
could create a unique image to save, and share. In just ten hours, the
stream notched up 296,000 live views – 100 times the capacity of the
concert hall. In addition to the photos taken inside the Opera House itself,
a further 66,000 were captured by people watching the live-stream via
YouTube, significantly increasing the event’s presence on social channels.
www.youtube.com/user/sOHfestival
Ones to Watch /
Increasingly, brands will provide more effective tools for consumers to
amplify their experiences at live events, and share these stories with their
friends. Enabling consumers to relive events after they’ve taken place is
another interesting avenue, which we saw in August with Blur’s Instagram
feed. Those attending the band’s Hyde Park gig were encouraged to
upload their images using the hashtag #blurhydepark2012. These were
then streamed in a continuous, moving gallery on the band’s website, creating
a visual record of the evening’s events. Aggregation platform This is
Now took this a stage further, by collating geo-tagged Instagram photos
from cities around the world, and displaying them in a live stream online.
Developments in technology will also accelerate this trend, providing consumers
with more seamless tools to capture and share their live experiences.
Taking real-time life logging to its natural conclusion, for example,
is Kickstarter project Memoto: an always-on buttonhole camera from a
Swedish tech collective that takes two photos every minute, tagged by
location for easy search. Contagious 33.
Amplified Live will continue to spread beyond its obvious home of live
music and sporting events. During September’s London Fashion Week,
Topshop partnered with Facebook to launch Shoot the Show – a camera
button embedded within a live stream window that lets viewers click to
snap pictures of their favourite looks. These could then be shared directly
with Facebook friends. Contagious 33.
blur.co.uk/hydepark2012
now.jit.su
memoto.com
www.facebook.com/Topshop
MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf
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