Björn Borg used AR projection to support LGBTQ rights at the World Cup – 20.06.2018
Björn Borg used AR projection to support LGBTQ rights at the World Cup
Björn Borg created an augmented reality campaign that tied in with the start of the World Cup. As part of the effort, the brand invited fans to visit an online platform called Marriage Unblocked during the first match, which pitted Russia against Saudi Arabia. Users were able to access an augmented reality visual—called a “tifo”—of a gay couple kissing, and superimpose the image above the crowd on their desktop or phone to share on social media with the hashtag #MarriageUnblocked or #WorldCup2018.
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*The initiative is an especially bold and impactful step, as neither Russia nor Saudi Arabia permits same-sex marriages, and LGBTQ individuals in both places face significant challenges due to the stigma surrounding homosexuality. In a creative integration of AR and social media with a cultural event, Björn Borg is positioning itself as a progressive brand that cares about community support as it reaches out to a wide audience.*
Facebook entices content creators with new community-centred video platform
Facebook has announced that it’s bringing new poll and game features to Live and on demand video for Facebook creators. The new set of interactive live and on-demand video features will let creators add quizzes, polls, challenges and gamification so players can be eliminated from a game for a wrong answer. The features could help Facebook achieve its new mission to push healthier active video consumption rather than passive zombie watching that hurts people’s well-being.
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*With this new emphasis on interactivity, and with game tools that sound *a lot* like HQ, the gamification of video seems to be Facebook’s latest play in the battle to capture the attention of teens – a competition that it has been steadily losing in recent years to YouTube. Once again though, it remains to be seen whether it can take on the already-established HQ trivia app – users that are already using the app are unlikely to migrate to Facebook.•
Pinterest and Fabfitfun are launching the ‘Pinterest Box’
Pinterest is moving into real-world business as the discovery platform is about to launch its first ‘Pinterest Box’ in partnership with FabFitFun, a renowned lifestyle subscription box company. The ‘Pinterest Box’ was announced at the Cannes Lions Festival. It will include nine different products that match up to trends from the Pinterest 100 report.
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*Whilst this may appear, at first, to be a somewhat random collaboration, it does make sense. The box combines Pinterest’s expertise in knowing what is trending with FabFitFun’s experience of the subscription boxes market – it shows how industry research can be used effectively to inform product sales decisions. *