BACKGROUND OF THE CAMPAIGN
The Building of Memories campaign was an interactive campaign designed by Legwork Studio for Coca Cola. The campaign invited the user to integrate the site with his or her Facebook feed, allowing the viewer to see past posts, or “memories” from the social media feed in the building. Many sites, such as Awwards, recognized the campaign for its creative concept and UX design. At the time, the concept was entirely novel, forging the path to today, where such integrations are common.
“A Precursor of UX Design to Come…”
We asked Frank Olivo, the owner of 12khz, a web design company based in NJ, about the groundbreaking nature of the campaign. “In a couple years, interactive websites that integrate information from visitor social media feeds will be commonplace. A campaign such as this will be the first step towards complete online campaigns and websites that incorporate media and content from the viewer’s online footprint.” This will blaze a path towards a new way of tailoring advertisements both online and in the real world. The challenge will be to acclimate the general public to the shifting approaches and reduce the “creepiness” of advertisers having so much information about them.
Star Wars’ Next Ad, Starring… You
As always, Coca Cola is blazing a path forward in web design and online marketing. The days where a potential customer can see an advertisement that incorporates his or her likeness is not far off. In leading up to the season finale of “Game of Thrones, Facebook created a filter that transformed the profile picture of the user to the likeness of the Night King. This shows that it is already possible to deliver these personalized types of media; it’s just a matter of whether people are ready for it or not. When the last installment of the new Star Wars Trilogy comes out, we may see advertisements for it on our Facebooks feeds featuring none other than… ourselves.
Coca Cola is not the only company pushing the envelope with what is possible through digital. As websites become more integrated with our social media and Google identities, they will have more information about us. While some may find this to be a bit intrusive, the argument can be made that it will make the interruptive model of advertising a little less annoying. Websites will be more likely to show us items that we are interested in. Advertisements on our social media will get better and better at determining what we are interested in. This will all result in a better experience for the user, the website owner, and the advertiser. It all boils down to having the user become more comfortable about having personal information and media used to sell stuff back to him or her, which is something that is likely to take time.