In this age of social media integration and video pervasiveness, the concept of an immersive Brand microsite is being redefined daily. We’ve moved beyond interactivity and a simple share mechanism into experiences that truly put you, the user, the fan, into the experience (at least the digital you, that is).
Armani Jeans’ The Room is a great example of this current generation of sites. Beautiful cinematography, hot celebrities, and a voyeuristic narrative (with just enough humor to avoid creepiness), enlivened by a clever integration of Facebook Connect, sets the stage for an escapist experience that puts you at the center of the Brand’s essence. Here, as you tap that inner stalker in you, you are able to rummage Megan Fox’s or Cristiano Rinaldo’s room and inspect their discarded clothing (unders included). Hey, you may not be able to be with a celebrity, but you can certainly dress like them — nothing groundbreaking there. However, Armani has included some clever devices on the site to make sure that this is not a solitary experience. By logging in through Facebook, you are able to take and share photos of the voyeuristic video scene, download personalized wallpapers and photos, and easily enter a contest (Thanks for the contact information! Love Armani.). Oh, and you’re only a click away from purchasing Megan’s or Cristiano’s wardrobe.
What do sites like these mean for all of us trying to peddle these wares? It’s not enough to think of the user. We need to equally think of their networks. We need to provide reasons for users to not only engage with our brands, but also to share the brands with others. And, a reason for those others to care. What are you more likely to click on? A link to an Armani Jeans site from a friend? Or a candid photo of Megan Fox squeezing into a pair of Armani Jeans. The underlying story isn’t new — celebrities and sex are still interesting — but the way that we are sharing it is.
