The Feed 2009-2010
The brief:
Cement Orange’s role as a lovable, innovative brand that makes each day a bit more fun.
Poke’s answer:
We created The Feed, an ongoing initiative to dish out new, playful, surprising digital ‘things’ every Monday. Our team squirrels away, making games, events, apps and competitions and tries to make user participation central wherever possible.
Nitty gritty
The Feed exists as a blog that hosts content, a Twitter channel and a monthly newsletter. It’s run with a ‘beta’ mentality – an agile, unpredictable testing ground for new ideas that allows us to be truly open with our community instead of throwing polished campaigns at them.
As well as inspiring user input, the experiments often spit out personalised content that rewards everyone for getting involved. The activity is designed to be ‘social-friendly’, so it can be easily embedded in blogs, hashtagged in Twitter and so on. This is community building in the most contemporary sense, with a fluid mix of followers, participants, influencers and creators helping us to use the web as a playground.
Visit the site: orange.co.uk/thefeed
Highlights
- We received a marriage proposal and a job resignation through Singing Tweetagrams.
- Boy George messaged us, wanting his tweet to be sung .
- Delivering hundreds of Twitter portraits, singing tweetagrams and hot chocolates to happy people.
- The thrill and constant learning associated with such a high demand, high frequency project.
