Westpac has become one of the first companies in New Zealand to use Facebook’s latest feature Canvas to share photos and video content in a whole new interactive way.
Released in February 2016, Canvas allows businesses to create a customised, miniature, mobile version of their website that includes video, imagery, text, links and other content of their choice that users can interact with.
Westpac is using the creative platform to help promote its new brand video featuring Richie McCaw and has released behind-the-scene footage and interviews from the shoot on it for fans to get a rare look into the star’s world.
This is accompanied with other photos and imagery giving punters an interactive experience on the forefront of social media technology.
Westpac GM Marketing Product and Transformation, Andy Kerr, says the business is always exploring innovative ways to connect with its customers and Facebook’s new Canvas feature has been a perfect fit.
“With social media now playing such a big part in our customer’s lives, we believe it’s important to be able to offer them new ways to consume content. Canvas pushes boundaries and delivers a truly unique experience. Being a New Zealand first, we’re excited to see how customers are going to engage with it.”
He says Westpac has a strong commitment to innovation having a number of New Zealand and international firsts in the banking industry including trialling GoogeGlass, their CashTank and Augmented Reality Apps, and having the first integrated mobile banking app for a SmartWatch device.
DDB Digital Creative Director, Haydn Kerr, says Canvas is one of the most exciting developments in social media for 2016.
“It allows brands to create immersive experiences within Facebook, which is great for our audience as they don’t need to leave their newsfeed. And as Westpac is such an early adopter, we’re expecting high engagement levels.
"Canvas is almost like a microsite within Facebook. It looks like a normal post, but when you tap, the post expands to show a long scrolling collage of videos, photos and text. One of the great innovations is tilt to pan – you’re able to move your phone to move around a video or image, giving you a real sense of control."
Haydn believes it will be a popular feature because one thing every fan wants is access.
“So we’ve used canvas to grant the wish of all Richie McCaw fans – to experience what it’s like to be on set with the legend himself. You won’t just see behind the scenes, you’ll explore the set to get a feeling of being there."
Facebook says people who tap an ad with a Canvas on their mobile phones or tablets can interact with the Canvas through taps, pans and swipes without leaving Facebook.
A Canvas can also link off to your website where people can learn more about your business or purchase items they browsed on the Canvas.