47 ROUND TABLE Ecommerce
MARK CURRIE: A video stream from the rink to the café could be great. Short how-to clips with different moves and techniques, explained visually, could also give your customers an added-value experience in the café and encourage them back on the ice. JONATHAN WELLS: Use Instagram to show off the wonderful food you’re serving (make sure it’s wonderful though as you don’t want dodgy burger pics going viral!). Think about gifs, cinegraphs, time-lapses, slo-mos, parallax 3D stills, people portraits. Most of these can be done through apps from your smartphone. Faces always do well in visuals – shoot lots of happy faces from a diverse range of people. ICELAND: We have a snowman mascot named IC. We sell T-shirts and marketing materials featuring the character, and our ads featuring IC are popular. How can we best use video to develop the intellectual property around the IC character? MARK CURRIE: It would be great to turn IC into an animated character. And I’d recommend using him in different ways. Short-form social content would be great – especially if it’s eye-catching and funny. Seeing the character skate and dance on ice (possibly composited into the real location) would be wonderful. But
skating rink is a great place to experiment with it. It will take us closer and closer to the action, with live action cam feeds from skaters on the rink and stabilisation devices decreasing in size all the time. JONATHAN WELLS: VR is changing and developing incredibly quickly. The EBRD has just shot two VR films in Jordan including one from the ancient site of Petra. People love VR but it is logistically challenging because the viewer needs a headset and, currently, not many people have them. I think this will change in the coming years. Iceland could shoot a VR experience from the ice rink. You could be even more ambitious and shoot a VR experience with some of your top skaters from the Dutch canals? You could post this as a 360 video on Facebook and YouTube and showcase it as a VR experience with a headset on location at IceLand.
I’d also ensure that there were templated clips that could be used across all other content (self-produced and professionally produced), to link the character to the location. ICELAND: Looking well ahead into the future, what other kinds of video engagement are on the horizon that we should think about? SPIROS ANDREOU: AR/VR is definitely an area to consider – allowing people to virtually experience skating or enhancing the in-store experience. In the shorter term, live video is definitely an area to get into, and personalisation is also an area to consider. MARK CURRIE: I think that live and streaming content will keep growing and a
feedzine feed.zine feedmagazine.tv
Powered by FlippingBook