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Tiffany & Co. Releases User-Generated Map of World’s Romantic Moments

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Tiffany & Co. Releases User-Generated Map of World’s Romantic Moments

By: Lauren Indvik, June 01, 2011

Tiffany has launched a multimedia-rich microsite and iPhone app designed to be the “go-to resource” for romantics everywhere. After a short film entitled Will You Marry Me? by director Edward Burns, which features proposal stories from various couples, the site and app invite users to browse four sections: “Love Stories,” a collection of audio slideshows; “Tiffany’s New York,” a guide to the city’s gardens, museums and upscale restaurants; “The Art of Romance,” a playlist of romantic songs and films, as well as advice for couples; and our personal favorite, “Love Is Everywhere,” which invites users to tag the globe with their most romantic memories. The last of these is a simple, elegant and interactive feature that enables all visitors to participate in a personal, emotionally resounding way — the best kind of interactive marketing, in our opinion.

Why Microsites & One-Off Apps Don’t Work

Although the multimedia content is top-notch, we were mostly disappointed with the site and app overall. First of all, the content shouldn’t be housed on an independent microsite or on a closed-off app — not when the same content could live on Tumblr or Facebook and enjoy a much broader, longer-living reach as a result. Even the best and most social of one-off sites, such as Burberry’s artofthetrench.com, receive a rush of traffic at the beginning, which falls off without constant promotion. What’s fantastic about Facebook and Tumblr is that users can easily subscribe to updates and share new content with their networks by “Liking,” commenting or reblogging a post, thereby reaching more consumers over a longer span of time. At the very least, the multimedia sections should be powered by Tumblr, so that Tumblr users could subscribe to and reblog individual pieces of content. For now, Tiffany will use its accounts on Facebook, Twitter and YouTube to drive traffic to the page as new content appears. The site will be integrated with tiffany.com later this month, Carson, said in an interview with Mashable.

Summary Tiffany has launched a multimedia-rich microsite and iPhone app designed to be the “go-to resource” for romantics everywhere.

Description After a short film entitled Will You Marry Me? by director Edward Burns, which features proposal stories from various couples, the site and app invite users to browse four sections: “Love Stories,” a collection of audio slideshows; “Tiffany’s New York,” a guide to the city’s gardens, museums and upscale restaurants; “The Art of Romance,” a playlist of romantic songs and films, as well as advice for couples; and our personal favorite, “Love Is Everywhere,” which invites users to tag the globe with their most romantic memories.

Tags: apps, arts, Crowdsourcing, multimedia

Posted by Tonya Van Dijk

Jun 01, 2011 02:21 pm GMT Viewed 1628 times

Author: Lauren Indvik Source

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Tiffany & Co. Releases User-Generated Map of World’s Romantic Moments

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