LONDON, June 14, 2013 /PRNewswire/ -- Getty Images wanted to stand out in the intensively competitive editorial photography market. Rather than write a traditional broadcast campaign, R/GA created a utility that solved a problem for media organisations and the people who work for them, thus helping Getty Images stay top of mind.
The product that R/GA developed was called the Feed. It was a collection of services that allowed Getty Images content to be automatically uploaded as needed via the Getty Connect API and distributed to Facebook, Twitter and Tumblr.
Further, R/GA used the power of Twitter to listen to online conversations and post images from the most talked about moments of key events as they happened. This social listening algorithm has now been patented by Getty Images.
The Feed effectively does the job of a social content manager, listening to chat online and surfacing images immediately that are most relevant. There is also a Twitter account, @FeedMeGetty, which generates the most popular image of the top trending topic on the hour, every hour. If users tweet at it with a word, it will return a photograph of that word.
Praising the work, Kristin Brewe, the IAB's Director of Marketing & Communications, comments: R/GA London's work for Getty represents truly powerful innovation, combining social and visual to create a utility that's far greater than the sum of its constituent parts. This is a great demonstration of the trend towards building something of real use to a given audience to increase awareness and affinity—truly creative.