Longtail AMAZEs HBF
Longtail is preparing to launch its first project for HBF as part of HBF’s new brand refresh campaign ‘Amazing bodies can do amazing things’ from Marketforce. The campaign focuses on the fabulous things ordinary people can do when they live a healthy life.
“The challenge here was not insignificant: To create a digital platform that would reinforce the brand message, catch the imagination of the core target audience and generate engagement.”, said Longtail’s Carlo Bertozzi. “We wanted to create a platform that would complement the core campaign concept but also fuel it, so tight social media integration was key.”
The concept is based on a personal AMAZE score that reflects the positive, healthy things people promote on social media everyday. The web-based application uses Facebook connect and a custom algorithm to analyse the social and real life history of users to calculate, share and compare their AMAZE score. The social media campaign will commence early in December.
Check your AMAZE score at: youramaze.com.au
7 Comments
Interested to see how one agency works with anothers campaign, I clicked the link on the home page. This led to a second page that asked me to sign in through Facebook. And moreover, that HBF Amaze would then ‘receive the following info: your public profile, friend list, News Feed, relationships, birthday, work history, status updates, checkins, events, hometown, current city, photos, personal description and likes’. I then pressed cancel.
Previously, I have been tempted to think that this is because I have lived more years pre internet than post. But a quick check of those in the opposite category reveals that this kind of corporate intrusion is equally unwelcome to them.
Comments?
I don’t think the second page asking you to sign in through Facebook is anything to do with having two agencies – the Facebook permissions pop-up would have happened for any site with Facebook integration.
The question of Facebook permissions is an interesting one for brands to play around with – on the one hand most apps and services with Facebook Connect ask a lot of your social media profile (which cannot be altered by the brand – it’s Facebook’s rules).
On the other hand, the more a site or service will do for you, the more you’re perhaps willing to divulge to unlock that content (look at Flipboard, Feedly, Klout etc).
If the site has any sins, it’s that the ‘interesting stuff’ such as the stats and figures isn’t divulged until you’re actually using it. But it’s undoubtedly a cool piece of tech, and something a bit different from most Perth agencies as a genuine branded content piece. This kind of brand innovation should be encouraged, not shot down, in tandem with some hard questions about corporate intrusion and people’s willingness to share their own public information.
@Ross: LIKE
Agree to a degree with Ross and Gen X
Understand the reason for the Facebook connect, but I to also stalled at this stage. But a little more info on what I would receive in exchange for my facebook data, would have probably enticed me to continue a little further. All I got was a “find out” button asking for my data.
People always receive things as “attacking the personal space” even when they know damn well that’s what they are getting themselves into with ANY GAME OR APP!!! Get over yourselfs you think you are smart commenting on this because you are agency folk but at the end of the day this is still a smart invention and you are just jealous.
Dear Anonymous, perhaps you think every comment on the blog is aggressively negative? That’s a shame, mine certainly wasn’t. Although I didn’t look into it very far, I have no doubt that it is a smart bit of thinking backed by a great execution – I wouldn’t expect anything less from the team at Longtail.
I was simply thinking out aloud about two trends in our industry that are running concurrently, but seem to be at odds with one another. Namely, the corporate need to access and individual’s personal data – and that individual’s desire to protect it.
I thought these trends coalesced nicely in the Longtail project. I can assure you, I’m not jealous, just interested in what others thought.
What do you think?
As AMAZING as this execution may be, I’ll never know as I’m not interested in whoring out my personal information to find out. And I am actually curious, what chance then do they have with the ordinary consumer who has to have their arm twisted at the best of times? I agree with Ross, this conflict is going to come up time and time again. I don’t know what the answer i but I’m pretty sure it’s not this. Shame.