Samantha Sylvain

Hey Arpana! This was such a comprehensive and interesting post. I completely agree that your organization doesn’t seem to need an app right now. I can’t think of a business or company I know well that doesn’t have an app off the top of my head. However, my current company does not have one and I think it’s the right choice. I work for a very small HR-based media company, so developing an app would require either new hires or outsourcing, just to start the process. We put out a lot of content, but it is all email or web-optimized, so there’s no real reason for us to have an app. Similar to your experience, my company’s demographic doesn’t quite fit: it’s mostly HR or company leaders that consume the content during work, not during their free time. Our website and magazine were recently mobile-optimized and email marketing can be consumed on their respective apps. An app for our business would further blur the line between work and personal life balance, I think. Great post!

Thanks for this post, Arpana — there is a temptation, I think, for every company to think they need an app — Even in the non-profit theater world, a few years ago, a conglomerate of Philadelphia theaters got together to create an app that they thought would drive revenue. After some significant expense, the result was low adoption. No one needed to app to purchase tickets or learn about shows, so the software was soon put to rest. As we’ve discussed in class, (and was captured in our reading) it’s essential to know the goal of tech adoption and that it will solve a problem and create enough impact for people to actually want to use it. Just you wait — soon every company will “NEED” augmented reality for something

Hey Arpana!

This is such a cool post! I didn’t know about the Emirates commercials until your post, but they really are stunning. Showing everyone what it took to make this happen from behind the scenes gives customers such great insight and really makes them feel like they’re part of the process. I think it’s great they took that route, but it would’ve been interesting to see if they would’ve released that without customers asking for it. Personally, I think BTS content is so valuable and under-utilized as it can really make the consumer feel like they are part of the brand. It would be cool to see airlines utilize user-generated content, like GoPro, for great pictures/videos from the sky. This would give consumers an authentic look into the passenger’s experience. Great post!

Hi Arpana,
This is so interesting, Emirates is one of the top airlines and these videos show exactly why. They not only went an extra step with these ads but they showed their audience that they are a brand that is well prepared and trustworthy. I agree with Alexis, BTS content is a great opportunity for brands to connect with their audience. Companies like Lexus and Audi which have partnerships with Marvel studios have done a spectacular job of having creative ads that represent movie characters. With the new black panther movie coming out, Lexus very strategically displays movie characters in BTS content with their all-electric car. Not only does it work in the movie’s favor because it generates a buzz but it helps movie enthusiasts to connect with Lexus as well.

Talk about stopping the scroll! Content as presence meets content as window, here, with the complementary spots. Brilliant way to make an impression while sparking a conversation.

This ad is crazy! I even didn’t believe it was real until I watched the full clip showing the behind the scenes. It’s amazing when brands find new and crazy ways to get our attention. Stunts like this are definitely one way to keep their brand in our thoughts. Record breaking heights makes me think of another brand that loves to go to the extreme. Redbull is constantly endorsing thrill seekers. A few years ago, Redbull helped a sky diver jump from the stratosphere and broke the sound barrier during his fall back to Earth. These stunts are so memorable and it’s even better when they are genuine. And seeing the behind the scenes is always so fun.

As one who is terrified of heights, this is something that jumped out at me immediately. Not to mention, I’m sure there are a lot of others who will never forget this advertisement, including those who shot it. Being inside of a tall building gives me goosebumps, so I cannot imagine how brave those who helped shoot this video are. Something like this is what gains attention and attraction to a certain brand. If not an actual transaction, at least gained a lot of engagement, and put this company on the map to those who may not know Emirates. I honestly cannot think of another ad like this, other than the time when RedBull has someone free fall from outer space a while ago. These ads are what attracts attention and the good kind! Maybe I will think twice about Emirates the next time I have to fly!

Hi Arpana,

Thanks for sharing! This is definitely a stunning commercial and I also had to take a double take that this was real footage. I do have a fear of heights and was so nervous watching her standing there, so glad they took the necessary safety protocols. A commercial like this is memorable and makes me better understand why Emirates has such a great reputation as an airline. I have never flown them before, but I don’t recall seeing any other airlines have promotions as visually appealing at this one. Emirates usually gets positive media coverage, and this commercial is no exception. I want to take a trip to UAE eventually!

Hey Arpana!

Wow! I loved your post. What an incredibly cool video. It’s extremely impressive and I can understand why it gained so much attention! The commercial is mind blowing on its own but the behind the scenes content makes the commercial even better — it shows the hard work, logistics, and REAL humans behind the feat! Rising to an extreme challenge and showcasing world class talent is super memorable. That was a very smart move on their part!