MARKS & SPENCER USES SOCIAL VIDEO
TO PROMOTE CHRISTMAS AD
Social video tool Chatter developed by Adjust Your Set
Marks & Spencer’s latest Christmas ad, featuring the X Factor finalists, went live Sunday evening on the Marks & Spencer online video channel M&S TV featuring Tweets collated using the social video tool Chatter. The technology developed by the multichannel video agency Adjust Your Set is a unique way for M&S to capture customer conversations and embed this within the video content.
The TV ad embedded onto an editorial page of marksandspencer.com and M&S TV uses Chatter to stream social media conversations into the videos. Tweets are chosen based on relevant themes such as the M&S ad, the X Factor show and the specific hashtag #MandSAdvert. Behind the scenes content of the Christmas ad, produced by Adjust Your Set, also features Chatter.
Exclusive pop promo videos of the X Factor finalists will also feature on the M&S Facebook page over the coming weeks, allowing further interaction from M&S customers. The videos shot by Adjust Your Set include interviews with the finalists about their upcoming Christmas festivities and their Christmas present ideas for the X Factor judges. These are hosted on a bespoke Facebook video player, built by Adjust Your Set, complete with call-to-action buttons for customers to be directed to the M&S products on the main website to make a purchase.
The chatter tool allows brands to search, capture and collate relevant conversations about a particular topic from Facebook, Twitter and blogs. This flow of conversations, embedded into video content, can then be made available online, on mobiles, in-store and on outdoor broadcast platforms.
Chris Gorell Barnes, CEO of Adjust Your Set said “Video is the best way for brands to tell their stories online and to spark conversations. Our social video tool Chatter allows brands to capture these conversations, use them to drive engagement and help build advocacy. The Christmas ad is a fantastic video to showcase the passion M&S customers have for the brand by allowing them to see what people are saying.”
The Christmas ad and behind the scenes content featuring Chatter can be viewed here: www.marksandspencer.com/tvad
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