Mass Relevance Introduces The Dynamic Mosaic: Branded Social Experiences with Motion and Depth
Austin, Texas – March 11, 2013 – Mass Relevance, the technology leader in social curation and integration, today announced the launch of its newest product, The Mass Relevance Dynamic Mosaic. Built and powered by the Mass Relevance platform, the Dynamic Mosaic integrates real-time social content from multiple sources - including Instagram, Facebook, Vine, Twitter and Google+ - into a branded experience with depth and motion. Now brands can create a new layer of social engagement that captures the movement and velocity of real-time social buzz, while also showcasing the individual photos, videos and Tweets that bring the story to life for viewers. Brands have complete control over the experience, and can choose to flow sponsored and named accounts to the foreground – calling attention to key messages, sponsors and personalities.
Mass Relevance is unveiling the new product at South by Southwest Interactive in Austin, TX, as part of the company's full-scale initiative that includes major client projects and a slew of partner parties in its downtown Austin office. IMAX will be one of Mass Relevance’s first clients to utilize this new product in experiences to be produced later this week at SXSWi.
"We are very excited to partner with Mass Relevance to debut an entirely new kind of visualization and experience,” said Ann Sommerlath, IMAX’s VP of Corporate Communications. “We believe this experience is a great way to capture real-time conversations occurring at the conference while also engaging fans worldwide.”
IMAX will unveil the Dynamic Mosaic at the IMAX-sponsored Film Intermission Party taking place Tuesday, March 12, at The Stage on Sixth from 10 pm to 2 am. Fans who will not be in Austin but still want to feel like they are part of the action can access the IMAX Dynamic Mosaic microsite here: www.imaxsxsw.com.
“The world of social curation and re-display is still very much a new frontier," said Sam Decker, founder and CEO of Mass Relevance. "Social integration is typically approached in two ways: highlighting the individual pieces of content itself or alternately showing how aggregate conversations are trending. The Dynamic Mosaic represents something wholly different for interactive brands: a way to dynamically showcase relevant content and also underscore the speed and quantity of social buzz around real-time experiences. The result is an interactive story composed of media generated by consumer participation that makes for the best brand storytelling there is."
The Dynamic Mosaic: Social Brands in Motion
With the Dynamic Mosaic, Mass Relevance continues to extend its platform to breakdown the silo between social media and brand advertising to offer a new way to inspire consumers and bring their experiences into the center of the brand. The Dynamic Mosaic is built to be displayed at live events on large digital displays, sending social content in motion against a frame designed for branding and call-to-action notifications. Brands can include curated social media from Instagram, Facebook, Vine, Twitter and Google+ - with real-time refresh based on automated rules or hand moderation to create the freshest, most engaging user experience.
Content within the Dynamic Mosaic flows from right to left - like the current of a river. This includes Tweets, photos, and Vine content that flow as social conversations occur. The solution automatically shifts speeds to adapt to content – for example, slowing down to allow a Vine video to play before streaming to the next piece of content. Specific Twitter handles and avatars also flow to the foreground – calling attention to key messages, sponsors and branded accounts.
As content flows across an experience, the following will take place:
- A Vine will be brought to the foreground for six seconds and plays automatically.
- A photo will be brought to the foreground and is displayed for two seconds.
- A "sponsored" or highlighted Tweet will be brought to the foreground and displayed, showcasing select messages, Twitter handles or accounts.
- Avatars and Twitter handles of people participating in the conversation in real-time will also be displayed in the background to showcase the constant flow of conversations taking place.
For more information visit: www.massrelevance.com
About Mass Relevance
Based in Austin, Texas, Mass Relevance enables entertainment, media, retail, and manufacturing brands to drive real-time engagement through social curation and integration. In the past nine months alone, Mass Relevance has delivered more than three billion pieces of social content to multiple digital surfaces (curated from over nine billion pieces flowing through the Mass Relevance platform) to support iconic events like the Super Bowl and Academy Awards, launches such as The Avengers and Madonna MDNA, and television phenoms American Idol, X-Factor, 80 Plates and The Voice. The company serves more than 125 clients including “Big Four” television networks, seven of the top 10 2011 cable networks, as well as top brands like Target, Cisco, Ford, Samsung, New York Giants, Pepsi, Purell and Victoria's Secret.
The company is privately held with venture capital funding. For more information, please visit the company’s website at www.massrelevance.com, on Facebook (http://Facebook.com/massrelevance) and at Twitter (http://twitter.com/massrelevance).
Spredfast gives marketers the solutions needed to manage their brand and connect with consumers in an increasingly social world. The Spredfast social marketing platform sifts through millions of pieces of social content per minute, so brands can participate in individual conversations or amplify relevant content across any digital screen. By empowering customers to engage in real-time, backed by comprehensive data, Spredfast creates more meaningful interactions between brands and consumers. Spredfast customers manage over one billion social connections across 84 countries and have the power to process 650 million pieces of social content per day in multiple languages. Over 600 customers, including all five major broadcast networks and fifty percent of Interbrand’s 2013 World’s Best Brands have partnered with Spredfast to create first-class social experiences.