5 things Tech (22/04/20)

1.Virtual escapism is perfect for a pandemic, yet VR is so far from being mainstream

It’s hard today to get a good quality VR headset. Popular V.R. systems like the Oculus Quest and PlayStation VR have been sold out for months online.

The social VR apps are still a cumbersome experience. While Oculus allows your social graph to connect, there would be very few of your friends who own VR headsets.

Even AltSpaceVR, a kind of town square where groups of people can gather to hold concerts, play games and talk to one another, didn’t fire well.

The best V.R. experiences today are the solitary ones that didn’t involve any social interaction at all. Like Nature Treks VR, a game that allows you to float around serene meadows and pristine beaches while a soothing soundscape plays. Or Real VR Fishing, an app that lets you scout for prize catches in a series of simulated lakes and rivers

Escapism is virtual reality’s strong suit, and it’s why major gaming studios are developing more big-budget games for platforms like Oculus and PlayStation VR

Part of the problem for virtual reality enthusiasts is that much of what a V.R. headset offers can be found in other substitutes which have been hits. Fortnite, for example, has become a venue for concerts and other large virtual gatherings. (A concert by the hip-hop artist Travis Scott last week drew more than 12 million viewers.) Animal Crossing, a whimsical Nintendo Switch game, has become a surprise quarantine hit. Millions of people are using Zoom and other video-chat apps to hold virtual game nights, cocktail parties and yoga classes on their laptops and phones, without the need for special hardware.

These substitute experiences aren’t fully immersive like VR is…..But the reality is that they need not be. Look at the breakout moment for AR in 2017 – It was a Snapchat filter that let you turn yourself into a dancing hot dog.

We are creatures of habit, and it may be that people simply prefer virtual experiences that don’t require them to strap an expensive computer to their forehead.

2.Animal Crossing is the game for the Coronavirus Moment

With the world in the grip of a pandemic, this was exactly the sort of escape that has captivated so many in the world of Animal Crossing: New Horizons. It’s the latest in a series that’s been around since 2001.

What is Animal Crossing about?

In Animal Crossing, players take on the role of a lone human on an island filled with pudgy anthropomorphic animals. Players are tasked with building a thriving society, filling it with shops, bridges and other accommodations for its residents. There are no high scores, vampire Nazis or final bosses. The game is played at a relaxed pace, in which the player can do as much or as little as they want on any given day.

The game changes day to day, with new fish, bugs and other surprises appearing only during certain seasons or months. Animal Crossing doesn’t have an end and can be played indefinitely

What contributes to its wide appeal?

For children, being able to engage in adultlike chores, like building and decorating a house, gives them power often out of reach. For adults, especially millennials who have lived through the Great Recession and current coronavirus-induced economic stress, it offers the white picket fence often associated with the American dream that’s increasingly elusive. Debt, which can accumulate quickly in Animal Crossing, can also be paid off easily. Goals feel attainable and within reach.

It’s found a dedicated audience with millennials, some of whom grew up with the franchise, and with younger audiences experiencing it for the first time. It’s all the more intensified for those struggling with isolation and addiction.

The slow pace bestows on the game a level of calmness, one that gives the player total control over progression.

3. Trend – High School Seniors are making yearbooks on Instagram

As high school seniors across the country mourn the loss of year-end rituals like dressing for prom and walking across the stage at graduation, at least one tradition is alive and well: yearbook signing, though not with a pen.

Hundreds of students have created yearbook accounts on Instagram to celebrate their classmates’ achievements and share memories and inside jokes. The pages are assembled from student submissions sent to the account administrators by direct message: portraits, post-graduation plans, quotes. Classmates comment on each post as a kind of signature.

Every high school in the US is starting to use a page like this to celebrate their senior class. It’s across the country.

4. The Virus has revealed our essential tech (and weeded out the excess)

The lockdown has proved that many of the high-tech innovations— from foldable smartphones to doorbell cameras — are excessive, even if they are kind of neat.

In a crisis, our most important tech — what we have turned to again and again — has boiled down to just a few basic items and services:

  • Computing devices with access to work tools and a browser.
  • Communication tools to stay connected with our loved ones and colleagues.
  • Entertainment to keep us from losing our minds.
  • An internet connection to let us do all of the above.

When you think about it, that’s all the tech we truly need even when there is no pandemic. That’s actually a nice revelation. It also means that we don’t have to spend much money to maximize our happiness with tech.

5.Apple iPad is the gadget of the pandemic

The tech we have turned to in this pandemic over and over boils down to a computing device, communication tools, entertainment and an internet connection. The iPad delivers on all of those needs even better than a smartphone.

With a bigger screen than an iPhone, the iPad excels at videoconferencing with apps like FaceTime and Zoom, and it’s great for watching movies and programs on Netflix and YouTube. When you attach it to a good keyboard, it becomes an excellent budget computer with a zippy internet connection for browsing the web, writing emails and composing documents. All for half the price of a regular iPhone.

(In markets like Asia, a high end Samsung Tablet could be the solution)

It’s really in that sweet spot of being relatively affordable and having everything most people will need

5 brands that have used Instagram well

1. NIKE

@nike is the most popular brand on Instagram with 3,452,109 followers and a staggering 22,274,489 posts using the hashtag #nike. A key to Nike’s success on Instagram is to understand the psychology of Instagram. You’ll only see photos that feel right on Instagram: beautifully shot landscapes, people using the product in context — the kind of real-life-and-in-the-moment feeling that Instagram is all about.

Nike arguably ran the most successful campaign based on Instagram to date with Nike PHOTOiD, its customizable shoes.

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They introduced a new way to customize your NIKEiD experience using your Instagram photos. Through the Nike PHOTOiD experience, you can now choose your favorite Instagram photo, and PHOTOiD will customize the Nike Air Max model (the Air Max 1, Air Max 90, and the Air Max 95) of your choice based on the colors in the photo. From there, you can immediately purchase or share the photo of your custom-designed shoe.

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It gave fans the opportunity to get creative by designing their own Nike shoe online and selecting one of their Instagram photos to go along with it. The result was a shareable photo that looked good, and a shoe which was colored to fit the background image.

2. Starbucks

Starbucks has 2,063,755 Instagram followers and 9,320,026 #starbucks posts.
Starbucks’ Instagram page captures aspects of their brand’s ethos through some beautiful images, showing a creative, whimsical side to the brand. But what really sets it apart is the call to action at the top of their page: “Tag your coffee photos with #Starbucks!” Their customers are encouraged to take pictures showing how Starbucks fits into their daily lives, generating a vast photo record of fans’ interaction with the brand.

Starbucks knows the kind of content that clicks with Instagram users. The below picture for example, is very similar to what Instagrammers like to share themselves and see on the platform.

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Another very good example of Starbucks ‘getting’ Instagram is its close attention to its fans’ own favorites. This photo was originally shared by a New Zealand teenager known as @colour_me_creative. She has over 900,000 followers on Instagram who love seeing her drawings. So when she shared this Starbucks cup she’d drawn on, her followers bugged Starbucks to re-share it. Which Starbucks did. This got a lot of attention from younger fans, and showed the brand’s goodwill to everyone including those who didn’t know @colour_me_creative in the first place.

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3. Calvin Klein

Calvin Klein launched its latest line of men’s drawers with a new #mycalvins campaign, encouraging bloggers, models, musicians and even run-of-the-mill fashionistas to post their skivvy selfies. They took their marketing to social media by sending their famous underwear to a number of big-name celebs so they could pose in the undies for a sexy selfie and hashtag the snapshot #MyCalvins. And in a social media twist, the brand is trusting its fans to create those images.

Rather than initiating the effort itself, it sent samples of its new underwear to an elite group of influencers, asking them to post any kind of portrait they like of the famous waist-banded knickers.

The digital “show yours. #mycalvins” effort kicked off with supermodel Miranda Kerr and R&B artist Trey Songz, who each posted shots of themselves in the dainties, which immediately began triggering hundreds of thousands of “likes.”

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The second wave of Instagram selfies has already come from such bloggers as Chiara Ferragni of The Blonde Salad and Leandra Medine of the Man Repeller. And Calvin Klein will also use the hashtag on other social media platforms.

In less than 24 hours, the first of the three influencer photos had more than 1 million total fan interactions among an audience of over 50 million. Songz, who has a combined following of over 26 million fans on his official Instagram, Facebook and Twitter accounts, posted two photos that have generated some 830,000 interactions.

It has tapped 100 influencers from 15 countries to don their drawers, with a combined reach of more than 250 million fans on social media.

Kerr gives a casual sneak peek of her underwear as she lies down in a tied up T-shirt, flaunting her midriff, with unbuttoned jean. Instead of asking the audience to follow the brand, they’re allowing the fans to create the #mycalvins movement, therefore making it feel more organic and less promotional. Anyone with a smartphone and a pair of Calvins can strike a pose, which drives purchase intent for new customers and incentivizes loyal customers to check out the latest style.

4. U Haul

U-Haul is encouraging the public to send photos of their moving adventures to be featured in collages on the sides of U-Haul In-Town moving vans.

Consumers can upload their moving photos to Instagram and use the hashtag #MyUhaul to share your U-Haul Journey.

Customers’ photos will be featured on the side of 5,000 moving vans traveling across North America. Once the photos are selected, consumers will be able to go online to find out which truck their photo appears on and where it currently is in the country.

5. Honda

Honda, with their Civic #lovetoday campaign got many American lovebirds chirping over the V weekend.

The Instagram Direct program was launched on Valentine’s Day, with users posting photos and videos using the Instagram tag #lovetoday and mentioning something they love about Valentine’s Day. The posts will then be integrated into the lyrics of the song from Honda Civic “Today is Pretty Great” campaign, and pressed on a limited-edition heart-shaped LP.

The campaign features music from American blues rock band Vintage Trouble, with the first 500 users to upload to Instagram receiving the heart-shaped LP.

These five companies are all using Instagram in different ways; in campaigns, as part of their website, to generate conversations, or to show a different side to their brand. The high level of customer interaction shows how popular using images can be with your fans. It also demonstrates that simple calls to action, such as asking fans to tag photos and upload their own images, can inspire people to come along on your brand’s visual journey.