Red Bull is launching a new free social media tool called Shout/out, which incorporates speed-reading techniques to turn users’ text into ‘flash card’ messages, removing the constraints imposed by, for example, Twitter’s 140-word character limit.
Shout/out launched to the public for the first time two weeks ago at GLA x LDN in Glasgow, which is part of Red Bull’s Music Academy UK Tour. Created by agency The Marketing Store, Shout/out is supposed to be “a new disruptive social media tool,” according to a launch press release, which continues: “The disruptive platform will be used as a fun and innovative way for fans, as well as Red Bull athletes and artists, to broadcast their experiences live from Red Bull events. Shout/out provides each post with unique standout, helping users words cut through the clutter of boring, uninteresting or sponsored posts and get noticed by fans and peers alike.”
Shout/out is completely customisable and works by letting users type in their message into the Shout/out platform on the Red Bull website, which can be found here: http://www.redbull.com/uk/en/music/stories/1331824298133/grime-a-side-semi-finals-dates. The tool then renders the words as an animated speed reading gif, where each word appears in rapid sequential order but is still readable by the human eye. Red Bull then gives users the option to customise the post with imagery before they share it online.
Chris Tyas, head of digital at The Marketing Store, says: “The need to express yourself and be heard is a key part of what makes us human. However, the full power and emotion of the written word is slowly being diluted as Facebook and Twitter specifically engineer their platforms to capitalise on promoted content, and in doing so reduce the impact of organic content. The Marketing Store and Red Bull decided to take a stand and reclaim social feeds for the consumers. We’re pleased to have worked with Red Bull to create this world first, to help people express themselves better, get noticed, and give their words wings.”