Make the connection

As media continues to expand and open up new channels, everyone’s looking for unique ways to connect with customers. Here are just a few innovative examples:

Nike Connect

You either love sports shirts, or you hate them. However, Nike has created a seriously cool shirt that builds on the fan bond. The sportswear giant recently launched NikeConnect, a special technology that is integrated into sportswear, allowing fans to follow their favourite teams through their jersey. For the launch of this year’s NBA season, the company launched a range of basketball vests fitted with a near-field communication (NFC) chip. Using NikeConnect’s new app, the wearer can place their smartphone against the chip to access exclusive team content, taking fans “closer to the game than ever before.”



Insta’s first Digizine

Singer/songwriter FKA Twigs recently launched the first issue of what is considered to be the first Instagram magazine. AVANTgarden is a “digizine” published using Instagram slides. This unique creative route offers the innovative artist a new way to connect with her 1.1m Instagram followers. The first issue: Roots. Shock. Beauty is a 10-page slideshow with Twigs as Editor, featuring magazine style photography and styling, complete with creative collaborations and credits.


A bright idea

This December, London’s South Bank will feature a Christmas tree with a difference. The UK charity, Marie Curie has developed a memory-powered interactive Christmas tree. To highlight the charity’s work caring for people with terminal illness, the fairy lights on the tree will be powered by people sharing their memories on social media. For every post on Twitter and Instagram using the hashtag #LightUpXmas the lights will grow brighter.


Celebrating service

The US online clothing retailer Zappos came up with the idea of promoting its renowned excellence in customer service by reenacting some of the funniest true customer stories. From a budding ballerina and her quest for the perfect ballet shoes, to the husband who had to intercept his wife’s returned Zappos package in which he’d packed her jewellery, these simple, low budget commercials are a funny way of illustrating the brand’s core value in a way that we can all relate to.

View ads at Zappos