Mar 02

Week in Review: GOP Race, the Oscars, Food, and Nike’s Parallax

Week in Review: GOP Race, the Oscars, Food, and Nike’s Parallax

How Grass-Roots Social Media Are Extending the GOP Race
Conservative grass-roots activists have shied from social media in the past. However, the Republican Primaries are seeing an increase in social media use by conservatives for campaign efforts. Dozens of Facebook groups for Santorum, the conservative social network, and are just some of the different ways that voters are promoting Republican candidates. Martin Avila, the online strategist who worked on Paul’s 2008 web campaign, stated that because of these efforts, “broadbased, issue-focused, principled factions within the party have a much stronger voice.” [via CNN]

The Oscars and Social Media: How Online Chatter is Keeping Live TV Relevant
Social media has fundamentally changed the way we watch TV – especially awards shows and other live events. Tom Thai, the vice-president of marketing for Bluefin Labs, says, “If you’re not participating in this stuff live, there will be people who feel like they’re missing out.” But missing out on the experience is only part of it – 27% of people say that they more frequently watch live TV to avoid social media spoilers. No one wants the excitement and surprise of seeing Angelina Jolie’s leg ruined. [via Washington Post]

New Study: Social Media is Redefining Americans’ Relationship With Food
Move over grandma, almost half of consumers are learning about food from social networking sites. Family traditions and recipes are being replaced by online searches and “digital food selection.” Instead of relying on trusted sources, like mom and dad, food and meals are becoming the result of crowd-sourced opinions. Food and social media extends beyond just buying and preparing meals – it also lends itself to the meal experience. Tweeting while eating eliminates that forever alone feeling while eating a meal for one. [via Bradenton Herald]

Creative of the Week: Ever Wonder Why Pigeons Bob Their Heads?
Nike’s newest microsite to promote their 2012 line of Air Jordan’s uses an effect known as parallax scrolling. You experience parallax everyday, without even realizing it, and in fact it is what gives us the ability to have depth perception. (To experience the parallax of your own eyes, just close one eye, then switch to closing the other eye andopening the one that was closed. Notice that everything shifts a little bit? That’s parallax!)

On the web, parallax is used to create a dynamic and engaging experience; 3D objects that appear closer to you move faster than objects further away. The speed at which objects move creates the perception of depth, much like old-school side scroller games circa Donkey Kong. As you scroll through the site, objects in the background move by at different speeds creating a dazzling effect. This Jumpman23 example takes it over the top and uses the technique to make their online experience that much more memorable (and sharable?). It utilizes HTML5, CSS3 and Javascript (no “Flash”) so it will work on just about any device. It is a great example of how dynamic the web has become and the possibilities it provides for brands to create immersive experiences for their audience. Check it out at

Fun Fact: “As the eyes of humans and other animals are in different positions on the head, they present different views simultaneously. This is the basis ofstereopsis, the process by which the brain exploits the parallax due to the different views from the eye to gain depth perception and estimate distances to objects. Animals also use motion parallax, in which the animals (or just the head) move to gain different viewpoints. For example, pigeons (whose eyes do not have overlapping fields of view and thus cannot use stereopsis) bob their heads up and down to see depth.” (Wikipedia)