ALLDAYEVERYDAY collaborated with Club Monaco to conceptualize, build and launch a first of its kind Facebook Timeline application.
In keeping with their brand pillar of “get inspired by what inspires us” we wanted to help Club Monaco to find an innovative way to share their rich history as well as enable their fans to share in the brand’s inspirations by interweaving shared cultural moments with their own lives using the new Timeline API.
The innovation and novelty of interweaving your personal timeline and history with shared cultural and social moments appealed to Club Monaco as brand, particularly as being founded in 1985 their own brand history mirrors the age of many of their clients making the Facebook Timeline a particularly poignant social media feature.
As we set out to update their brand page to Timeline we discovered that their own staffers felt that filling out their own timeline felt like an exercise in personal narcissism! This tension got us thinking; how many of us have fascinating friends and co-workers with unique tastes and stories that deserve to be shared or even help us share and shape our own preferences through their good taste? We are constantly inspired by the staff at Club Monaco’s easy fluency with culture.
Given this incredible in-house influence, we wanted to help Club Monaco enable their clients to tell their stories in a fuller way. After all, what constitutes a major milestone in your life is the easy part; sharing the vivid memories and cultural touchstones that make us who we are is a much tricker proposition and one that we believe ClubMonaco is uniquely positioned to help its clients solve!
The application development was lead by our own Digital Director Phil Bjerknes and and developer Keith Pops. Since switching to Timeline, Facebook allows you to backdate posts through their API . All users need to do is authenticate with Facebook, choose a picture, enter a caption, and press “Submit” to share on their Timeline. Behind the scenes, we use the API to attach that brand moment to a specific date in that users timeline while also adding the picture to a “Club Monaco Social Timeline” photo gallery.
I made this! Isn’t my conceptualizing brilliant? ;-)
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