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Insight Report. Digital food & drink.
Insight Report.
Digital Food & Drink. Spring 2012Welcome to the Studio Output digital insight report for spring 2012. In this outward-looking report we explore a range of projects demonstrating the wide breadth of digital activity in this sector.
Starting with web design and content, we look at some of the best and most innovative examples that we've seen recently. We then take a look at mobile and social media to explore where and how brands are reaching their audiences through apps and augmented reality gaming. Finally, we look briefly at the next phase of social networking – the interest graph.
Insight Report. Digital food & drink.
We love the web and have picked out a few websites that have been inspiring us recently. What ties these all together is great creative thought which in turn provides the brands involved with original and compelling online identities.
The unique identity of Prufrock as well as the slick, video led Y.CO and Carls websites show how to carve out a really strong brand aesthetic through digital design. The Gnosh site got particular attention from our creative team thanks to its tactile, one page approach. This not only gives its bold design space to breathe, but also means it works especially well on tablets and smartphones, removing the need for navigation and relying on a simple scroll.
Prufrock www.prufrockcoffee.com
Y.CO www.ycoyacht.com/yachts
Moa www.moabeer.com
Gnosh www.gnosh.co.uk
Carls www.carls.no
Web.
Interactive. Accessible. Ownable.
Insight Report. Digital food & drink.
Not that we're all about beer and pizza here at Studio Output but we've picked up on some neat little apps for enjoying those fine treats. Brewski and Untapped are both mini social apps for beer lovers to share their favourite brews. Whilst probably not the foundations of the next big social networks they are great examples of niche social connectivity.
Whilst the idea of ordering pizza on an app is nothing new the Pizza Hut app has made much of the focus on user experience and the playful way in which you can create your perfect pizza – almost making a toy out of the experience. A neat splash of AR store-finding, dubbed 'Pizza Goggles', adds to the irreverent but functional approach taken to the app.
Cadbury have been making lots of use of Google+. As well as building up quite a fan following they've launched one of their latest bars via the page and even gone as far as constructing the page out of cake to reward super-fans!
Brewski www.brewski.me
Pizza Hut www.pizzahut.com.au
Mobile & social.
Engaging. Experience. Social.
Insight Report. Digital food & drink.
Cadbury has also been busy thinking about brand experience and packaging; a collaboration with Blippar has allowed them to create augmented reality games that are overlayed on the latest Cadbury bars, an innovative way to connect with a young playful audience through the natural fusion of snacking and relaxing.
The key to gamification has been in recognising that people love play, and this has been fundamental in the success of gamification as a trend. Heineken have been great at picking up on social and gaming trends and their Star Player app is no exception. Star Player is a gaming app that allows fans to directly interact with Champions League games. Players collect points by predicting the outcomes of set plays within the live matches.
Cadbury www.youtu.be/TtnNgRSu4gE
Heineken www.facebook.com/heineken
Gamification.
Play. Second Screen.
Augmented Reality.
Insight Report. Digital food & drink.
The landscape of Facebook is changing and, with the introduction of timeline apps, Facebook have placed much more emphasis on the world outside facebook.com. What this means is that a new era of web and mobile apps are emerging that use Facebook as an integrated platform, rather than simply building apps for Facebook tabs. These apps help to shape users interest graphs whilst providing a brilliant experience outside the confines of facebook.com.
Foodspotting is a great example of a web, mobile and social app that exists outside Facebook itself but uses the ability to post to users' timelines as a core feature.
As an aside, the interest graph stands to be the hottest social trend moving through social media this year. Whilst the last few years have seen us develop social connections largely within existing social circles and with people we know, the growth in interest based networks has resulted in a new wave of connecting with others based on common interests. Pinterest is the network of the moment but many more sit within this growing area which so far has remained relatively untapped by brands.
Foodspotting foodspotting.com
Pinterest pinterest.com
Apps and theinterest graph.
Web & Mobile. Social. Interest Graph.
Get in touch.
Studio Output / London Unit 5, The Piano Works 117 Farringdon Road London EC1R 3BXTel +44 020 7239 9270 Fax +44 020 7239 9279 [email protected]
Studio Output / Nottingham 2 Broadway Lace Market Nottingham NG1 1PSTel +44 0115 985 3444 Fax +44 0115 985 3440 [email protected]
Intellectual Property Rights (IPR) Please note, all work in this document remains the Intellectual Property of Studio Output Ltd until it is assigned by us in an appropriate Project Order Form.
