The ‘Post from Japan’ App Harnesses Picture Po
Vivian Lau — June 25, 2012 — World
References: vimeo & fastcocreate
In light of the catastrophic tsunami that turned Japan upside down last year, the tourism industry has seen a 36% drop, so the ‘Post from Japan’ app looks to bring back the visitors by showing how beautiful the country still is.
Citing expensive Internet bandwidth in foreign countries as the reason pictures taken by phone do not get instantly uploaded, the Post from Japan initiative works by a "pay with a post" system. Grabbing Internet off the government network, a posting of a picture enables you three minutes of Wi-Fi. The more likes on a picture, the more minutes of Internet you are gifted with. Anybody already in Japan can be the country’s ambassador. The campaign hopes to bump recent and more relevant photos of Japan up on its Google Images search results, to wash away old relief-centered images that depress tourism.
The campaign highlights how online research of a potential vacation spot can be powerfully wrong, and how the help of Facebook and other social media platforms can remedy a tainted reputation.
Citing expensive Internet bandwidth in foreign countries as the reason pictures taken by phone do not get instantly uploaded, the Post from Japan initiative works by a "pay with a post" system. Grabbing Internet off the government network, a posting of a picture enables you three minutes of Wi-Fi. The more likes on a picture, the more minutes of Internet you are gifted with. Anybody already in Japan can be the country’s ambassador. The campaign hopes to bump recent and more relevant photos of Japan up on its Google Images search results, to wash away old relief-centered images that depress tourism.
The campaign highlights how online research of a potential vacation spot can be powerfully wrong, and how the help of Facebook and other social media platforms can remedy a tainted reputation.
Trend Themes
1. Tourism Recovery - The 'Post from Japan' app showcases the beauty of Japan to attract tourists after a 36% drop in the industry due to the tsunami, highlighting the opportunity for campaigns to promote destinations and rebuild tourism.
2. Pay with a Post - The innovative 'pay with a post' system in the 'Post from Japan' app incentivizes users to share their pictures of Japan on social media, demonstrating the potential for campaigns to utilize user-generated content to engage and grow an audience.
3. Social Media Reputation - The campaign emphasizes the power of social media platforms like Facebook to change the perception of a vacation spot and improve its reputation, suggesting an opportunity for businesses to leverage social media to enhance their brand image.
Industry Implications
1. Tourism - The 'Post from Japan' app specifically targets the tourism industry, indicating the potential for other travel destinations to create similar campaigns to attract visitors and regain their market share.
2. Mobile Technology - The app's use of smartphone technology and government networks to provide internet access in exchange for user-generated content highlights the possibilities for mobile technology companies to develop innovative ways to connect users and offer unique benefits.
3. Digital Marketing - The 'Pay with a Post' system in the 'Post from Japan' app demonstrates the impact of user-generated content on online reputation, suggesting an opportunity for digital marketing agencies to help businesses leverage social media to manage and improve their brand reputation.
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