By creating the S-Class UI 3D Widget, LG has expanded customers’ usual notion of “mobile user interface” into something much more fundamental: “user experience around YOU”. The widget not only allows users to experience LG’s ambitious S-Class UI even while away from their mobile phones but also presents non-LG-phone-owners to pre-experience and try out the UI. Flicking, cube, 3D-ness, and vertical scrolling. All will be imprinted by all the widget users and remembered as THE brand for LG mobile.
S-Class UI 3D Widget is the first attempt to replicate the mobile experience into a desktop one; there have been many other attempts in the opposite direction. Each module in the widget has a corresponding category in the mobile S-Class UI. For example, the first category corresponds to the menu on the phone while the last category has the exactly same name in “multimedia.” Basically the widget is a desktop replica of the mobile UI, only filled with rich content and features of desktop and the Internet.
Openminded-ness
The widget embodies the very motto of Web 2.0 era: “are you open?” The S-Class UI 3D Widget is probably the very first attempt by any major mobile manufacturer which has fully embraced the power of Open API. It provides extremely fun content to users through Heyzap, Youtube, Photobucket, Smugmug, and other podcast channels FOR FREE. A perfect fit for users because the widget is really about “user experience” of the UI and users truly get to enjoy the best content from around the world inside the interface. Users will love the application because it’s fun; and LG did it for free thanks to the fact that it’s open.
Typically what large corporate entities try to do first when creating an application like this is building partnerships with many other content providers at high cost. Not quite so with open APIs. What’s awesome about this kind of open approach is that you get to build a co-existing environment where it benefits both the Open API providers and the API users. For example, by showing Youtube clips on the widget, LG was able to create mega effects which make both Google and LG’s brands shine together. That is how we should excel in the world we’re currently living in. LG has opened up the door as the front runner in this. Does that mean we can expect more? We’ll see.
Creative! Creative! Creative!
The S-Class UI 3D Widget marketing campaign by LG blows past competitors’ campaigns in that the S-Class UI 3D Widget is the very first campaign that combines desktop software in order to raise brand awareness through user experience. Far more than simple display ads which only allow passive marketing effects through message pushing on the users’ side, the campaign actually allows users to actively participate in brand experience.
What could be a more powerful brand experience than having the users actually experience the brand? A point to remember is this: the S-Class UI 3D Widget maximizes user engagement in experiencing the brand. Users will greatly enjoy the widget because it’s simply useful and fun. Whether they know it or not, every moment they have fun, they are experiencing the UI at a deeper level. Isn’t this what every single brand marketer hopes to achieve? Indeed, very creative. Very creative.
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