Explore the web technologies used in Arcade Fireâs interactive film, Just A Reflektor. Created for Google Chrome.
Great song… though I am biased because I love the band. This post is not particularly about advertising but it is about technology and marketing. This is not Arcade Fire’s first time dwelling into technology to promote a song or video, they did for The Wilderness Downtown” and that was a pretty awesome little experience.
This time around they give us a solid song with some fun and flashy bells and whistles.
Unfortunately it feels a little bit of what Billy Idol tried back in the 80’s with Cyber Punk. It’s a fun and interesting display of technology with no particular emotional or engaging connection. Extra kudos to them for sharing the info on the technology and support behind it. As pioneers and musicians they get all my respect and admiration but as marketers, storytellers and brand builders they need a lot of help. I only wonder how much was Google involved since it is an experiments with Chrome. I somehow doubt it since I know for a fact that there are plenty of very talented creatives with advertising background working in Google that would’ve created something bigger and more engaging that what you just saw or about to see.
Another great example of how ALL brands need to find ways to connect with consumers building true connections and relationships.
About the technology used.
To check another online experience they did click below.
WTF? Where do brands get the idea that just because you are famous you are an expert on brands and brand building.
Now Alicia Keys is not the only she is just the most recent. But other examples include P Diddy AKA Sean Combs as brand manager and chief marketing officer for Ciroc Vodka or Jay Z as co-brand director for Bud Select. There is Cameron Diaz & New York-based accessories company Pour la Victoire where she will have a voice in the brand’s design direction and advertising campaigns or Sarah Jessica Parker who was named President and Creative Director in January 2010 to help revamp the label. And the list goes on.
I mean, don’t they know most if not all of them have teams of publicists, lawyers, writers and other staff members to give advice and stir the brands into lucrative places. Just because you can spot talent or put your name on a t-shirt, drink or phone and move some product from the shelf does not mean you know the first thing about branding, advertising, communication and consumer psychology.
How is it that brands have the blind stupid courage of a teenager in choosing a brand ambassador / creative director but are as fearful and skeptical about a new break though campaign based on a researched and planned strategy? In my opinion the reason is accountability. I am assuming in most cases it’s a lot easier to be surprised and wash your hands of a celebrity failing that of an agency and strategy you approve.