7 Ways Greene King Inns Could Use Video...
Moving image and video creates more interest than just still imagery alone. We have been looking at Greene King and how video and moving image could be used to showcase the brand or specific properties in an exciting way, to capture the unique locations including the food and drink for Greene King Inns. We have looked at how it can be used across the various applications including all social media platforms, web and in the media.
The list below is the various ways moving image and video can be used:
- Motion Graphics
- Time/Hyper Lapse
- Stop Frame Animation
- 360° Visuals
Videos that are popular at the moment tend to have a natural style, moving away from previous promotional videos that are generally cut clip after clip to music, with no pace, and taken from one perspective. We would like to create video content for Greene King that produces a cinematic video style.
Beautiful light, dynamic angles, slow mo and adding pace through editing techniques give the footage a cinematic feel. We also feel that a human element is required, a non recognisable person that can interact with the location rather than an empty room. The use of time-lapse and drone footage for exteriors where possible can work alongside the traditional style of footage. We also would suggest to feature the locations, showing the local area and highlight what is close to the hotel.
To take video to the next stage we need to create a short story or underlying narrative that will tie the footage together in an engaging way for the viewer, this would help the consumer connect with the brand. This is a great one for a sponsored/ad on social media. The video stories should focus on people and their experience within the hotel and local area. A few examples could be; a couple going for a walk in the peak district finishing with a drink in the Castle Inn, Bakewell, or a father and Son go kayaking on the wye river followed by a meal at The Royal, Ross on Wye, a city break with two friends in Bath then a stay at the Milsoms Hotel dropping the bags in the room.
Story Video Link
3. Motion Graphics
Motion graphics is an area that is massively growing in popularity, it is so versatile. They bring graphics to life in an animated way; for example, making text move on a still image or animating illustrations to move. It can be a stand alone animated illustration, a moving illustration over the top of still imagery or animation integrated into video like text moving within video footage. Most brands are using motion graphics to bring more interest or information to their content.
Motion Graphics Video Link
4. Time/Hyper Lapse
Timelapse videos are normally associated with sunrises or sunsets, a sequence of still frames put together to speed up a period of time. This would be great for bringing a Greene King Inn sunrise exterior shot to life. This could also be applied within the interior showing a busy bar/restaurant over a period of time.
Hyper lapse is the latest way to capture a time lapse by creating movement by physically moving the camera around a space. This adds another dimension to the video, enabling time passing to be shown through multiple angles. We have seen a lot of brands use this as a walk-through of an interior.
5. Stop Frame Animation
Something further to consider is stop frame animation, it's quirky, jaunty style works well on social media channels like Instagram and Facebook. This style of video would ideally suit the food and drink section of the business; for example, a gin and tonic being made in animation, a burger being stacked or a pint filling up or emptying.
These types of video are great for seasonal events and promotions like Valentines, Pancake day, Christmas etc...
Cinemagraph's have massively grown in popularity over the past couple of years, brands are using them as a quirky way to promote products.
It works by overlaying still photography over video content, so the scene is still and one element of the image moves. They work well across all social media platforms. This could be applied to Greene King Inns with interior shots, exteriors as well as food and drink; for example, a pouring drink at the bar or people sat around the fire with just the fire moving in the image.
7. 360° Visuals
360° stills where you pan around like Google Street View can be created with stills to show 360° angles of the rooms.
360° video is the future, it is currently attracting a lot of interest and attention. 360° video can create a more immersive video experience as the viewer can physically control the direction of which you see the contents of the video play, encapsulating movements in multiple directions simultaneously. Possible applications could be a walk-through of the hotel where you can see a busy bar and restaurant.
Facebook have fully embraced the technology so far.