Facebook Has a New Mission

As Facebook approaches 2 billion monthly users, its CEO Mark Zuckerberg revealed a new mission statement, to “Give people the power to build community and bring the world closer together.”

Zuckerberg announced the change today at the Facebook Communities Summit for top Group admins where it announced new Group management tools. “For the last decade or so we’ve been focusing on making the world more open and connected. But I used to think that if we just give people a voice and help some people connect that that would make the world a whole lot better by itself,” Zuckerberg admits. “Look around and our society is still so divided. We have a responsibility to do more, not just to connect the world but to bring the world closer together.”

Rather than have the new mission be just a philosophy, Zuckerberg says Facebook is turning it into a goal. “We want to help 1 billion people join meaningful communities. If we can do this it will not only reverse the whole decline in community membership we’ve seen around the world… but it will also strengthen our social fabric and bring the world closer together.” Right now Facebook considers there to be only 100 million meaningful group members.

Why Its Hot

Given Facebook’s issue with “fake news” and inconsistent enforcement of community guidelines, it will be interesting to see what changes they implement as part of their new mission statement. There are many, many communities in the world and they tend to clash with one another. How will Facebook “bring the world closer together” while also keeping abusive, harmful, and “fake” content offline? And how will they determine that content?

Additionally, how do ads fit in? We’re already seeing 15 sec. ads on just about every video. Will Facebook put its mission statement ahead of their bottom line?

The Incredible Weed Whacking Robot

Tertill Cutting a Weed

The ‘Tertill’ by Franklin Robotics is an autonomous robot that takes care of those pesky weeds growing in your garden. It’s solar-powered and waterproof, so you can leave it outside without worry.

Created by roboticist Joe Jones – inventor of the Roomba – Franklin Robotics’ Tertill is designed to live in your garden and take care of the weeding, come rain or shine.

Tertill patrols the garden daily, avoiding plants and obstacles while looking for weeds to eliminate. Tertill has a very simple method: weeds are short, plants are tall. A plant tall enough to touch the front of Tertill’s shell activates a sensor that makes the robot turn away. A plant short enough to pass under Tertill’s shell, though, activates a different sensor that turns on the weed cutter. A guard placed around smaller plants keeps them safe from Tertill.

Tertill has raised over $78,000 of its $150,000 goal on Kickstarter.

Why Its Hot

Just another way robots are changing the way we work. With AI and robots already replacing humans in everything from factories to bars and restaurants, soon we won’t even be doing our own gardening at home.

 

Would You Mind?

In an attempt to close their gap with Amazon, Walmart is offering employees the opportunity to deliver online customer purchases on their way home for pay.

Currently running at two stores, one in New Jersey, and one in Arkansas, the program aims at using one of Walmart’s biggest assets – more than a million U.S. store employees. Walmart spokesman Ravi Jariwala said the program is entirely voluntary. He declined to specify the pay, but said finding the right compensation is part of the test. And he said the retailer will comply with all applicable state and federal labor laws, such as those covering overtime.

Walmart says they also considered having other customers deliver packages, but said having employees do it allowed for greater control.

Why It’s Hot

Often under fire from labor groups, Walmart is betting they can compete with online giant Amazon by giving their employees more work (for more pay). Why not just have employees deliver packages during the work day? The employees will be paid extra, but how far out of the way are they expected to go? Seems like a program that has more questions than answers if Walmart wants to dominate the e-commerce scene.

Name That Tune

We’re so used to the apps we use every day just working. When Twitter or Facebook or Google go down, everybody panics! But what happens if our favorite apps simply forgot what they were supposed to be doing.

Alzheimer’s Research U.K., agency Innocean Worldwide U.K. brought a horribly human attribute to Shazam—the ability to forget.

“The Day Shazam Forgot” was a collaboration in which Shazam appeared to have trouble remembering the songs people asked it to identify. When the app finally “remembered” the track, users were driven to a call to action about Alzheimer’s disease and invited to donate to the cause.

The campaign also used Shazam’s existing Shazam Again feature to promote its message.

The effort ran through the month of April in the U.K. In mere hours, the agency says, “The Day Shazam Forgot” yielded 2,018,206 impressions, with 5,096 visitors visiting the Alzheimer’s Research U.K. donation page. (Hopefully they remembered their credit card information.)

Why Its Hot

It can be difficult for nonprofits with a singular focus to find marketing opportunities within existing apps. Finding the right audience is one challenge, but so is fitting your message in a way that actually makes sense.

This is a great example of cause marketing and the types of engagements you can create when the right partnership presents itself.

Someone Please Buy This Guy’s Car!

Last moth, Eugene Romanovsky posted an ad to sell “my best friend,” his 1996 Suzuki Vitara on YouTube. This absolutely amazing video has amassed over 3.9 million views and reportedly two thousand offers to buy his car.

Eugene’s “adventures” with the Vitara include evading the dinosaurs in Jurassic Park, thundering down the desert dunes alongside Mad Max and the War Boys convoy in Mad Max: Fury Road and diving into the depths of the ocean to swim with sharks.

In case you’re wondering, Eugene is Creative Director/ VFX Supervisor/ Head of Motion GFX dep. at Gravity – an international Creative, Design, Animation and Effects group, situated in sunny Tel-Aviv, Israel.

Why It’s Hot

Just because your objective is simple—like selling a car—doesn’t mean you can’t think outside the box and have fun!

 

Can Facebook Turn Blue Into Green?

Can advertisers target teens when they’re feeling sad? Facebook might want to help them find out. Facebook came under fire this week when leaked documents showed Facebook Australia promoted advertising campaigns that exploit Facebook users’ emotional states—and how these are aimed at users as young as 14 years old.

According to the report in The Australian, the selling point of this 2017 document is that Facebook’s algorithms can determine, and allow advertisers to pinpoint, “moments when young people need a confidence boost.” If that phrase isn’t clear enough, Facebook’s document offers a litany of teen emotional states that the company claims it can estimate based on how teens use the service, including “worthless,” “insecure,” “defeated,” “anxious,” “silly,” “useless,” “stupid,” “overwhelmed,” “stressed,” and “a failure.”

The data is specific to teens in Australia and New Zealand only.

Facebook responded to the report: “Facebook does not offer tools to target people based on their emotional state. The analysis done by an Australian researcher was intended to help marketers understand how people express themselves on Facebook. It was never used to target ads and was based on data that was anonymous and aggregated.”

https://arstechnica.com/business/2017/05/facebook-helped-advertisers-target-teens-who-feel-worthless/

Why its hot

Facebook knows everything about us and this ability to gather incredibly intimate data raises obvious ethical questions. Should a pharma brand be able to target medication to mother’s with sick children? Should a sports supplement brand be able to target kids who feel weak?

Monkeys in Magenta

After seven years, the digital band, Gorillaz, are releasing a new album, and as part of their promotion, a new app is encouraging people to find the color magenta to unlock unique content.

Deutsche Telekom has created the Lenz app that will unlock new content for users whenever they hover it over something magenta — the brand’s corporate color.

The brand has teamed up with the virtual band, Gorillaz, to launch the Lenz app, which was created by Saatchi & Saatchi for the Deutsche Telekom music and lifestyle platform, Electronic Beats. With the new app, when a user finds something magenta (it could be a t-shirt, a flower or anyting that matches the Pantone range), they can hold their phone over it, to reveal new content from Gorillaz, including the first ever “live” interview with the band using motion capture and composition technology, and exclusive clips from the band’s new album “Humanz,” dropping on April 28. The app uses Chroma Keying technology to use the color to unlock the content.

http://creativity-online.com/work/deutsche-telekom-lenz-app/51602 

Why It’s Hot

This is a really cool activation. It is great positioning for Deutsche Telekom because it’s not overly intrusive or brand-heavy. And Gorillaz of course gain additional buzz around their upcoming album. I think this is a great example of a brand involving itself in a moment without trying to take it over.

Can 4/20 Be the Healthiest Day of the Year?

When people think about 4/20, they’re probably not thinking of healthy activities, but cannabis health and wellness company, Hmbldt wants to change that—with the help of their products, of course.

The company’s product line consists of vape pens that are designed to distribute controlled hits of cannabis designed to help to alleviate common ailments such as pain and insomnia — without getting its consumers high.

Yesterday, the company rolled out “GO420,” a social effort that will highlight 420 healthy ways to enjoy April 20 via the hashtag #GO420. Gifs and videos offer tips like “Go make a dream come true,” “Go take a pottery class,” “Go tell your partner you love them,” “Go do push-ups in the park,” “Go tell your partner a sexy secret.”

Why It’s Hot

  • Putting the consumer first by leveraging what is likely their biggest moment and making it about personal health rather than buying a product.
  • Campaigns like this create excellent affinity and lifelong ambassadors for a brand.