In the world of social media, the phrase “a picture is worth a thousand words” has taken on new meaning for brands looking to involve their customers in their marketing efforts. Brands are encouraging consumers and fans to take photos that support advertising campaigns, live events, products and cause-related initiatives. The key for those brands is how to leverage all of this new photography.
Mass Relevance, the technology leader in social curation and integration, today announced that it is enabling a new era of social engagement with its photo offering SocialPhoto. Now, through Mass Relevance, brands can easily tap into the social sharing already taking place on Instagram, as well as on Twitter, Facebook and Google+, to create new kinds of brand experiences. These custom visualizations bring social to life through the camera lenses of customers. Clients like FOX Sports, Ford and Victoria’s Secret are among the first to build experiences with Instagram content, using the new Mass Relevance capabilities to encourage participation and engage consumers.
“Participation is at the center of everything we do at Mass Relevance,” said Sam Decker, founder and CEO of Mass Relevance. “As designers and technologists, we understand the unique power and impact of the visual experience and Mass Relevance has created some of the most compelling out-of-the-box visualizations in the industry. Now, as part of that commitment, SocialPhoto gives brands access to the most compelling images from customers wherever they are found – on Instagram, Twitter, Facebook or Google+.”
Using the Mass Relevance platform, clients can discover, filter, moderate and display real-time photo content into any brand experience (mobile, web, digital display) to increase engagement and sales. Photos are displayed within dynamic visualizations, such as a Photo Wall, Leaderboard or Poll, which can also include other social content sources.
Client examples include:
- FOX Sports – A social hub created for its coverage of the MLB Playoffs. The hub featured a stream of real-time content showcasing fan conversation, the top five trending players, a mad-lib experience, and a photo-wall populated by real-time Instagram content.
- Ford’s Random Acts of Fusion – A social destination within Ford Fusion’s YouTube page displaying a mosaic of real-time content curated from Twitter and Instagram alongside editorial brand content such as videos, articles and testimonials. Customized user controls allow people to sort by topics such as efficiency, performance and design.
- Victoria Secret – A Fashion Show Buzz page serves as a digital countdown to the annual Victoria Secret Fashion Show, generating momentum and fan engagement leading up to the live event. A customized Facebook tab includes a dynamic grid of fresh content curating behind the scenes pictures and fan photos sourced from Instagram.
“We are pleased to team with Mass Relevance to create new ways for our audience to engage with our brand,” said Chris Hannan, SVP of Marketing at FOX Sports Media Group. “Today real-time images are becoming the currency of sports-fanatics, and Mass Relevance is the only platform that allows us to use this content to power custom, curated experiences everywhere we want them – broadcast, web and mobile.”