This placement of  published sentiment in user’s social feed’s is a key goal in what Labs do, the Facebook API allows us to have user’s comments go social, targeting our messaging to larger audiences without infringing a heavy sales tone; the whole promotion remains social.

We used just a flash artwork player from our friends over at Soundcloud to embed the ‘Memories’ tune and a couple of remixes, keeping everything robust and quick.

Take That gave us a great opportunity to develop a platform where their fans could vote for their favourite track off the new album ‘The Greatest Day’; Allowing them to preview the track, sign in with either Twitter or Facebook; then vote for a track, publishing their result to either their Facebook or Twitter feed.

In respect of this, Lucid Online deployed an independently based Twitter initiative to exclusively broadcast the media to users. This created a dynamic and engaging experience, where users log in to the ‘Tweatre’ with their Twitter accounts, navigate the content, and can directly ‘tweet’ about each video from within the platform.

This sentiment driven activity falls in line with the nature and intention of the films, directors and music itself – to spark emotion, passion and thought within viewer’s minds, and provoke a response, one which they can express through a tweet to a global audience. This creation of conversation through social channels is the key directive element of the campaign

The aesthetic visualization of the site tributes the direction of the artwork and movement of the music and films; the reference to the album is through the platform itself, and messaging is delivered only as a subtle attachment.

Read our blog post on placing content with conversation on our Digital Blog