The business section of Sunday’s Washington Post speculated that corporate curation is becoming a popular marketing campaign for many brands. The article, which had appeared on newspaper’s website six days prior, asserted that companies (particularly fashion and luxury brands) are assembling their own collection of Internet snippets. These “advertorials” combine the affable voice of web editorials with the appeal of stylish ad campaigns.
The Post sited Louis Vuitton’s Nowness and the Harley Davidson Ridebook as two buzz-worthy examples of corporate curation. Here are a few other brands that are dabbling in advertorials and unorthodox content development.
What do you think of these editorial/advertising hybrids? If brands are open about the information they’re curating, can they become key influencers? Please leave comments below.
Free People – The whimsical design and joie de vivre photos echo the spirit of fun fashion bloggers— both stylish and accessible.
Cleanest Line – Patagonia’s blog reads like an adventurist’s journal with a bit of environmental activism sprinkled in the mix.
The IKEA Blog – With quirky comics, product demonstrations and even clips of “Futurama,” the furniture superstore curates creative and eclectic content.
Open Forum – American Express eschews the typical self-promotion of other credit card companies by including timely business news stories and tips.
Secret Life of a Benefit Gal – While this makeup brand spotlights its products, the down-to-earth demonstrators and nifty tricks are reader-friendly.
— Nicole Duncan
Are those flexible arrays of colored light-emitting
diodes in your pants, or are you just happy to see me? This question, along with it’s ambiguous answer will soon be commonplace thanks to the folks at Philips. Their new Lumalive textiles make it possible to create fabrics that carry
dynamic advertisements, graphics and constantly changing color
surfaces. According to this press release, Philips spent most of last year developing the technology so that it would be fully integrated into the fabric – without
compromising the softness or flexibility of the cloth.
The application of the technology is endless, with changing colors reflecting the wearer’s mood, to dynamic messages promoting an upcoming event. Lumalive isn’t limited to just clothing either; Philips put the technology in drapes, cushions, and sofa coverings as well.
So the next time someone mentions that you’re a walking advertisement, you can glance down at the Murphy’s Oil Soap commercial airing on your chest and know what they’re talking about.