Consumers Use Corcoran Facebook App to Create Personal Portraits in the Spirit of Annie Leibovitz Campaign

New York, NY – Sept. 15, 2014 --  Corcoran’s lauded new ‘Live Who You Are’ brand campaign, which features a series of portraits by Annie Leibovitz, launches its next phase today with a social media photography contest.  The on-line contest invites consumers to take a photo of themselves in their home that demonstrates ‘Live Who You Are’, the Corcoran brand philosophy and centerpiece of the new Leibovitz campaign.

A custom app on the Corcoran Facebook page will enable users to upload a photo from their phone or computer that depicts how their living environment reflects their interests and lifestyle. The app automatically creates a layout and headline that mimics the style of the ‘Live Who You Are’ ads. The contest will run until October 12th. 

According to Christina Lowris-Panos, Corcoran’s Chief Marketing Officer, “People’s reaction to the Annie Leibovitz campaign has been tremendous; the response extraordinary.   Annie’s portraits of remarkable individuals and families really resonate with consumers and we are very excited to see the creative depictions of people in their homes submitted for the contest.  There are enormously talented and creative people everywhere and, who knows, the contest may discover the next Annie Leibovitz!”  

Emergent technology partner, Current Labs, has been collaborating with Corcoran throughout the campaigns creation on the social media and mobile development around this contest. Reflecting on the experience, Nathan Kroll, Current’s President attributed the alignment between digital and traditional tactics to the close working relationship. “We shared the common interest of creating a refined user experience that was accessible and personalized. The result is an opportunity for anyone to express their lifestyle and interests, reflecting the Corcoran brand philosophy.” 

This latest digital experience comes as the latest in a busy summer of mobile application releases and  digital installations for the newly branded Current Labs. Best known for its augmented reality work as Ad-Dispatch, Current moves beyond AR into connected experiences and specialty production.