Cool Sh*t - Reaction Content Rise, Skyrim + AI, Netflix Diversity, ChangiVerse, AI Artists, Hot Wheels NFTs and more...
Vol. 32
Welcome to the 5 cool as sh*t people (Sheryl, Charis, Hugh, John, and Dan) who joined us since last week! If you haven’t subscribed, be cool and join 172 subscribers here:
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#1 - Huge rise in recipe reaction content on Instagram and TikTok lately. That’s where one person has created content of them preparing food, and another person creates content of them reacting to that. Typically, in a humorous way. It’s extremely popular. Great examples of this include ‘Uncle Roger’ (9.9M TikTok followers) and ‘Chef Reactions’ (3M TikTok followers). It’s worth noting, because this style of content works in different verticals too. Fashion, gaming, comedy, art, you name it… Expect to see a rise in this type of content this year. It’s a great opportunity for brands to think of ways to integrate this approach within their marketing communications strategy, rather than the traditional product placement approach.
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#2 - A sign of things to come in gaming, as Skyrim gets an AI (ChatGPT) integration. Non-player characters are given the ability to come up with new dialogue on the spot and converse with players. This is quite a leap. If this is version 1.0, crafted by a modder, I can’t wait to see how it evolves in the next 12 months. Given modifying is commonplace across a range of games, I expect this to be a community driven evolution, whilst developers will no doubt watch and learn as they consider if/how to integrate within their games.
#3 - Netflix has shared an update on its diversity and equity program. Firstly, this wasn’t on my radar, so it’s great to see that they have such an important program. Secondly, it’s great to see the results (2018-2021) they appear to be driving. Hopefully some of this progress is a result of broader social change, whilst some is a direct result of their business driving this change.
#4 - Singapore’s Changi Airport introduces ChangiVerse in Roblox. Already ranked as the #1 airport in the world (IRL), this is a great move by Changi, knowing that they need to continuously evolve their marketing approach to engage with younger audiences as part of Singapore’s ongoing tourism drive. From now until 30 September 2023, monthly top racers in the Changi Kart game stand to win a pair of round-trip air tickets.
#5 – An AI artist shows how recent technological advancements can be a help not a hindrance for the creative industry. It’s an 8-minute video but I think it’s worth a watch, as it helps to dispel the idea that AI can simply do the drop of creatives. In fact, it’s (currently) a time-consuming process that (currently) requires someone skilled in their discipline to utilize it to drive optimal results.
#6 – Mattel launches Hot Wheels NFT Marketplace. This is huge! Mattel are all in with NFTs, having realized the need and opportunity to build a tangible digital rewards program for their community. The first batch sold out. Keep an eye out for the next one. Given some physical Hot Wheels, fetch upwards of $5,000, it will be interesting to see the value attributed to the brand’s NFT collection in future. Like most smart NFT programs, a purchase of an NFT pack also presents the buyer with a chance to land a physical representation of that item too.
If you have a curious mind, follow these links into the unknown…
Biffy Clyro is one of my top 3 bands of all time, so anything they do I’m a sucker for. The frontman has a new side project ‘Empire State Bastard’ and I’m all in. The track ‘Harvest’ makes it onto the Cool Sh*t Spotify playlist this week.
Cool Sh*t is typically written from the comfort of my own home, here in Sydney, Australia - Gadigal land. Always was, always will be. I pay my respects to their Elders past and present. I extend that respect to all Aboriginal and Torres Strait Islander peoples.
The views expressed are my own and don’t reflect the views of my employer…