GE, Marriott and London Fashion Week – Content24

Welcome to Content24. What makes this different is that it’s a digest of the stories that have made an impact over the past 24 hours and not just a platform for recycled content marketing strategy. Today we’re looking at content marketing by GE, Marriott and London Fashion Week.

GE and Marriott content marketing

If you ignore the web 1.0 site design, this is an interesting breakdown of a couple of campaigns by GE and Marriott for GE Garages and Marriott’s movie French Kiss respectively. But the main point is made at the beginning: “We don’t understand that people won’t waste 30 seconds on an interruption but they’ll spend 30 minutes on a great experience.”

This is possibly the key argument for content marketing over other forms of disruption-led marketing such as brand advertising. It might come in different forms but giving people an experience is at the heart of it.

London Fashion Week

Following on from a similar story looking at New York Fashion Week, Digiday switched its attention to London’s version of the same event. Fashion brands have arguably been among the trendsetters when it comes to content marketing and building their own platforms.

Among the brands highlighted are Burberry and Hunter. The former used instant messaging service Snapchat to showcase its Spring/Summer 2016 collection. It also received more than 12 million interactions on Instagram.

Hunter became the latest brand to use live-streaming app Periscope, using it to showcase bands in the hour ahead of its show on Saturday. Each act was filmed for 15 minutes in Hunter-branded 4x4s as they made their way to the Hunter show, which was also live-streamed.

Interestingly, Hunter was the only brand at London Fashion Week to use Periscope. In New York, more than 90 brands used the service.