Getty Images: The Feed from Getty Images [video]

Credits & Description:

Advertiser: GETTY IMAGES
Agency: R/GA
Category: Tablets and Other Devices
Advertising campaign: THE FEED BY GETTY IMAGES
Technical Director: Anthony Galvin (R/GA London)
Senior Experience Designer: Dylan Connerton (R/GA London)
VP/ECD: James Temple (R/GA London)
Group Account Director: Nick Fisher (R/GA London)
CD/Visual: Chris Williams (R/GA London)
Group Account Director: Clare Connerton (R/GA London)
Technology Project Lead: David Hamilton (R/GA London)
VP/ECD: George Prest (R/GA London)
Senior Producer: Steve Errey (R/GA London)
Outcome
The Feed was launched exclusively in Wired and Tech Crunch and was quickly hailed as genuine social innovation. It is currently in Beta phase and accruing a tremendously positive response.
Client Brief Or Objective
Getty Images had an image problem: people perceived them to be a stodgy old-media company. They wanted to be thought of as an open, modern, digital business.Getty Images asked us to help them stand out in the intensively competitive editorial photography market by raising awareness of their powerful bank of imagery. The aim was to stay top of mind for media organizations. We created a utility that solved a problem for these organizations and the people who work for them.
Relevancy
Getty Images already offered a powerful resource, providing a wealth of imagery for anything imaginable. However, they were in need a genuine innovation to introduce a new way to think about their service.
Implementation
We created The Feed, which takes iconic imagery driven by social conversation and automatically publishes it as it happens. The feed listens to conversations, uncovers the most talked about moments and sources the perfect image to publish instantly on social networks. Real-time trends are instantly visualized. For the first time in social media history, we can respond to trending topics in real time, with live imagery of news, sports and entertainment — all thanks to the power of our Connect API. The Feed gives brands the power to share the moment like never before.