Content is king but it has its own challenges on any network. For a brand or an agency, there are a couple of ways to engage with a fan when it comes to content – either crowdsource content from the internet which I would call vanilla content or generate exclusive content for the community. If you plan on building a community then at some point, you will have to start brainstorming for original content similar to what brands like Zomato, Flipkart, etc. have started doing.
Yesterday, as I was winding my work, I came across an interesting content on the Facebook page of Gelato Italiano, the ice cream brand from Italy. It is an interactive one so sit back, follow the instructions and enjoy the beauty of original content created by Flying Cursor.
Gelato Italiano Facebook Page
After seeing the content, I had two questions in my mind – 1) If this is so cool then how awesome would be the page, and 2) How was the cool design made possible, as I have seen this similar thing being done in basic animation design.
The Gelato Italiano, the Italian version of fresher and creamier Italian ice cream, has 26K plus fans on Facebook which aims to spread happiness across the country, one scoop at a time. The entire page is filled with innovative and tempting content. It is hard to find any vanilla flavoured content. It is also using the page to introduce mouth watering flavours and tempt the fans during this festival time to go and try the flavours at the nearby stores. The content was pure bliss to me!
Now over to my second question – how the above image with a fair bit of user interaction was executed. The above is a result of a collection of photographs in an album and then displaying them one after the other. Since it is synched so well, you never feel that it is a group of 50 images but just one image that is performing the action as you click further. The beauty is how the entire thing has been timed and executed in perfection giving no time to the fan to think; the user’s attention has been captured within a few seconds.
So, not only did the brand succeed in capturing the user’s attention for a few seconds but it also provided a unique way of serving something delightful to the fans. The content may not have gone viral but it is certainly an engaging one.