Magnet #52

Welcome to Magnet- it’s been a year since the first edition, 52 weeks of industry news and campaign achievements! Here’s to many more editions of Magnet.

Enjoy, dear reader.

The newest trending social media platform

The new app is called BeReal, and it has surged in popularity due to it’s unusual premise: it only allows users to post one photo per day and only at a randomised specific time.

Set up to be the “anti-Instagram,” BeReal wants users to focus on sharing authentic posts that don’t use editing or filters. Furthermore, users don’t get to decide when they share a photo- instead, they get a notification to post a picture in their current surroundings and receive a two-minute timeframe to do so- whether the user is working, watching Netflix in bed, or having lunch, they will have to post an image to the network within 120 seconds of receiving the push notification.

And when the shutter button is pressed, BeReal captures using both a front and rear-facing camera, making it impossible to hide behind the main camera. This bi-directional capture feature means that viewers gets a complete snapshot of what the poster is up to at that moment.

Users can share reaction selfies to their friends’ posts rather than “liking” them, and uploaders can change the caption on their posts and interact with RealMojis. The app so far remains ad-free, but with it’s popularity gaining, that could change.

Campaigns:

After over three years of delay, the Elizabeth line opened  this week, alongside a Transport for London (TfL) campaign to celebrate the launch of the new service,  with the messaging that its “bringing more of London together”.

TfL worked with VCCP London and Wavemaker to create the integrated campaign celebrating the new line, which is expected to increase London’s rail capacity by 10%. The campaign highlights features of the line like step-free access, as well as faster journey times and more space for passengers.

 “We look forward to welcoming more and more passengers onboard the Elizabeth line in the coming weeks, and it really is a true honour to be a part of such an important launch for our city, bringing more of London together,” says Miranda Leedham, head of customer marketing and behaviour change at TfL.

Bike Bosnia

Our Head of our Data and Insights team, Gemma,  is taking part in an amazing initiative to raise money for Mines Advisory Group. From the 10th-15th June, the 6th overseas Bikes against Bombs ride will see participants cycle 300 hilly kilometres from Dubrovnik to Sarajevo. The team is aiming to raise £10,000 so that landmines and unexploded bombs can be cleared from communities affected by the conflict.

Lytham Gin are also supporting the cause by developing a flavoured gin to help fundraise, and our Designer Hannah designed the wonderful logo. So if you’d like to donate to a good cause, now’s your chance!