Bud Light Wants Millenials To “Drink With Their Face”

What if a real-life commercial looked, sounded and felt like an SNL skit? It’s happened before, both purposely and accidentally, and it’s happening now in the U.K. with a new Bud Light ad.

The AB InBev brand, which launched there earlier this year, parodies a bunch of hipster, millennial-targeted ad tropes with a musical number that features sun-drenched beaches (in England?) and beautiful “friends” enjoying their bohemian lives. Even a pet rabbit, inexplicably used as a prop, is “an 8 out of 10” on the looks scale, the commercial says.

It’s bull’s-eye self-aware marketing.

The ongoing campaign, dubbed “Keep it Bud Light,” recently teased a line of branded “leisurewear” consisting of tube socks, shower shoes, scarves and cross-body bags. AB, whose execs say the apparel and accessories are not a joke, calls the “fashionable” product a lighthearted take on streetwear.

Its bright-blue logo-heavy kimonos make an appearance in the new 30-second spot, from Wieden + Kennedy London, that sings about its “super-cool girl with aspirational friends, lifestyle ad with Bud Light at the end.” There’s an identifiable dash of Lonely Planet throughout, especially when the song says: “Follow your heart, those pants are quite tight/Drink with your face, and keep it Bud Light.”

As part of the brand’s across-the-pond push, the ad will air on TV and in cinemas, with digital versions planned that will star the cast of the hero spot. AB plans a “significant” spend on digital via Facebook, Snapchat, Instagram and YouTube through the end of the year.

The ad aims to give Bud Light “a distinctive voice in the U.K. beer world,” Ray Shaughnessy, the agency’s creative director, said in a statement. “We’ve tried to make it clear that this is a co-ed beer brand having a laugh because—wait for it—turns out both men and women enjoy beer as well as a chuckle.”

Why it’s hot:

  • An upcoming trend in advertising is this satirical style of commercial that pokes fun of the industry while managing to break through. Bud Light succeeded in making a commercial worthy of going viral that still featured their product and branding prominently.
  • Bud Light released their athlesiure line in the UK a few weeks ago, however it seemed off-brand and like they didn’t quite understand their market. Turns out this clothing line directly relates to this series of commercials that features the brand breaking through the fourth wall so to speak. If Bud Light reversed the order of these activations it easily could have had a higher impact and better relevance with the audience.

Upgrade Your Flight with VR

Flying isn’t what it used to be, so more people opt for budget airlines. They will (usually) get where you need to go, but you also know not to expect a pleasant experience. Will your luggage be small enough for the cabin, or will you have to pay an exorbitant rate to check it?

And forget food. If you get that, you got lucky.

With this in mind, KLM Royal Dutch Airlines, part of the Air France-KLM family, launched the KLM Flight Upgrader, a virtual reality experience that (almost) enables you to escape your budget flight … without paying the brand-name airline cost.

Distributed at no cost to people waiting to board budget flights for JFK New York, the KLM Flight Upgrader makes a compelling promise: From your paper-thin seat, spend hours holding the app to your face and enjoying everything a KLM flight would have offered you—entertainment, newspapers and the enjoyment of watching a “caring crew” issue a proper meal you can only hope to taste. (Toss a peanut into your mouth. Salt is salt, right?)

“Just pop this thing on your head and you can use virtual reality to escape the real reality of your flight,” a narrator brightly tells us.

Passengers can spend as much time aboard the virtual flight as they wish, and can watch either the full episode of a show, or 10 minutes of a blockbuster movie. Better yet, peer down to scope the leg room. Don’t kick, though.

This last illustrates the masochism of the concept, which in some ways eclipses its cleverness. KLM never addresses why people take budget flights in the first place: Flights are expensive, even as the perks begin to vanish; a budget airline at least assures you get somewhere without having to skip a mortgage payment. On a recent trip, I took a budget international flight that cost around $500. KLM’s sister brand Air France proposed upwards of $3,000.

Faced with this dissonance, it’s too easy to pretend people opt to suffer through budget flights because they simply don’t know how much better an established brand experience will be. Distribution of the Flight Upgrader was relatively small, so user impact is probably the least relevant part of this story, but we’re not convinced it did much more than rub salt in the wound.

Not that that matters. KLM isn’t stupid; this is a promotional play, and it’s hedging bets in the budget arena. Air France recently shared news of its own budget offering: Joon, targeted to younger users and blessed with the improbable tagline, “Also an airline.”

In any event, users looking to escape some future airborne reality (or simply watch a free TV show) can download the KLM Flight Upgrader app from Google Play and the App Store, then use their own VR headset to make the magic happen. A limited quantity of KLM cardboard headsets—not so subtly labeled “Do not disturb—pretending to fly KLM”—are still available and can be requested free of charge on the website.

Why it’s hot:

  • VR continues to grow in popularity, but it still is not the norm for advertising especially in the transportation space. KLM does a great job at targeting their competitors and showing exactly how they are a better choice for travelers.

Burger King is Loving “It”

Burger King and McDonald’s are fighting again.

It’s not just the usual competition between two fast-food chains, because this time, Stephen King and his favorite evil clown are involved.

It, a reboot of King’s 1986 novel about a deadly jester, has been breaking box office records around the world thanks to its certified classic status and some brilliant guerrilla marketing involving super-creepy balloons tied to grates.

Burger King Russia even filed an official complaint demanding the government pull the movie from theaters because—get this—its villain Pennywise looks too much like one Ronald McDonald.

Hamburg, Germany-based agency Grabarz & Partner saw this as an opportunity, turning an area preview of the film into “the longest advertisement Burger King ever had.”

That was quite amusing, and the viewers in Hamburg seemed to be very much in on the joke. The fact that none of them were budding 10-year-old horror fans terrified by the very mention of Pennywise probably had something to do with it.

We’re still puzzled by the idea that the film’s popularity would somehow give McDonald’s an unfair advantage over its chief rival in Russia, but there you go.

Source: AdWeek

Why it’s hot: “It” has broken multiple records as a horror movie and the fact that Burger King found a way to leverage this, while still staying relevant to their brand, is the epitome of thinking outside the box.

Crunchwraps + Forever 21 = A Collab You Never Saw Coming

Taco Bell has been known to inspire devotion in fans, from senior photo shoots to themed birthday parties. But what if you’re looking for a more everyday way to show off your allegiance to living mas? The brand’s latest collaboration with Forever 21 might just be your answer.
Today, the two companies have announced the release of Forever 21 x Taco Bell, the first for the restaurant. The line will include clothes for men and women that feature everything from eye-popping graphics to subtle patches that alert those around you to your taco fandom.
According to the press release, the line was designed to capture what fans expect from Taco Bell: “accessible, affordable, creative, and fun.” The full collection will feature tops, cropped hoodies, body suits, as well as sweatshirts and an anorak jacket. All of the looks will debut on October 10 in an event for fans in downtown L.A. and will be available for purchase on October 11 only in select U.S. stores and online.
A sneak peek at the collection features Taco Bell super fans Brittany Creech and Andrew McBurnie — who became internet famous for shooing their senior portraits at Taco Bell — as models. McBurnie wears the men’s sweater in millennial pink, embellished with a patch featuring some of our favorite Taco Bell items: tacos, burrito, drink, and a packet of hot sauce. Creech wears one of the body suits, a look inspired by a fire sauce packet.
While we only have the slightest hint at what this could mean for the rest of the collection, we’re hoping for something that pays homage to the beloved Crunchwrap, and (dare we say it?) maybe even a nod to the Doritos Locos taco. Does the world really need this fast food x fast fashion mashup? Of course not. But when something is cheap and good, we always find it hard to say no.
Source: Refinery 29
Why it’s hot:
  • What makes this partnership unique is that food brands don’t typically create apparel for purchase, it’s typically made for giveaways or to help promote a new campaign.
  • Taco Bell and Forever 21 pair together to show us how a brand can create apparel that speaks to their audience in the right way, in comparison to Bud Light who missed the mark last week (see here).

How ABC Tapped Facebook’s Camera Effects to Back The Good Doctor, TGIT

 

ABC is using Facebook’s Camera Effects to help promote new fall series The Good Doctor and its TGIT Thursday-night lineup of Grey’s Anatomy, Scandal and How to Get Away With Murder.

For The Good Doctor, users can map three systems in their bodies and see them the way lead character Shaun Murphy does. Murphy is a surgeon with autism.

And the gamified TGIT Facebook Camera Effect allows users to catch popcorn in their mouths. Also, when users raise their eyebrows, it triggers the hashtag to change from TGIT and cycles through the three shows.

Why it’s hot:

  • AR is the next big thing and as Snapchat develops their technology the other social networks have to strive to compete
  • Facebook is showing off the underutilized features of their camera with major TV networks in order to expand awareness

How Coca-Cola targeted ads based on people’s Facebook, Instagram photos

When Coca-Cola wanted to push iced-tea drinkers to consider its Gold Peak brand this summer, it didn’t target people like most brands do by using their search history. Instead, it combed through consumers’ photos on Facebook, Instagram and Twitter and served them ads based on images they shared on those platforms.

Gold Peak tapped into an image recognition engine that identified people who posted images that featured glasses or jugs of iced tea, displayed emotions such as happiness and excitement as well as contained cans or bottles of its competitors, including Snapple, Honest Tea, Lipton and others. Those people were then served Gold Peak ads on 40 mobile sites and apps after leaving Instagram, Facebook and Twitter.

For example, if you posted a picnic table spread with a jug of iced tea somewhere in the mix on Instagram, Gold Peak could have targeted you with ads while you read an article on Business Insider or checked the weather on the AccuWeather app in the past month, thanks to your photo.

“We’ve been using social listening for targeting for years, but people hardly use these social platforms to share text anymore,” said Benjamin Bring, vp of media at IPG’s Ansible. “Unlike text-based targeting, which can often be ambiguous, pictures provide more nuanced and subtle context.”

While image recognition itself isn’t new, Karan Walia, Cluep CEO and co-founder, said Cluep was a step ahead of the platforms themselves. While platforms like Facebook have their own image recognition engines in place, they are not leveraging the technology to allow brands to target based on pictures consumers post. Furthermore, Cluep uses its own ad server and real-time bidder to serve ads outside the social media platforms and in premium mobile apps and mobile websites through its partnerships with SSPs. Cluep has partnerships that give it access to all public data on Twitter, Facebook and Instagram as well as partnerships with SSPs that can then result in automated ads for its clients.

“We have bridged the gap between image recognition and advertising at scale,” said Walia. “No ad tech platform is doing image-based targeting like we are.”

What’s more, people don’t seem to be creeped out. Brands that have run beta tests are seeing conversions and click-through rates of five to 10 times the industry benchmark on premium publishers, according to Walia. Coca-Cola itself has seen a click-through rate of over 2 percent, which is three to four times its usual benchmark for the Gold Peak creative.

‘Everyday Influencers’ Increase Sales of a L’Oreal Product by 51%

During Wednesday’s Snap earnings call, chief strategy officer Imran Khan name-dropped L’Oreal as a brand that was reaping the benefits of his company’s vertical video ads and sponsored lenses. His company, which owns Snapchat, has long espoused that the app is not really an influencer-focused platform because it doesn’t want to differentiate celebrity from regular users.

L’Oreal’s Paris U.K. division wouldn’t necessarily disagree, though it’s evidently found an ad-free, influencer-heavy formula on Snapchat to complement its paid campaigns. Working with BzzAgent, a network of so-called everyday influencers owned by shopper data company dunnhumby, the cosmetics giant deployed 2,000 U.K.-based women who were 20 to 55 years old for an endeavor that ran across Snapchat, Facebook, Instagram, Pinterest, Twitter and YouTube.

“They are regular people who are socially savvy,” said Brian Covali, global head of marketing at BzzAgent. “[Their] campaign activities emphasized Snapchat, which is where most of the activity occurred.” 

In a case study that was first disclosed in the U.S. today, L’Oreal’s effort ran from August through October last year, as its army of influencers pushed the company’s new skincare brand Pure Clay Mask. Encouraged to “clay the day away” with the detox cream, they posted photos, reviews and videos to Snapchat and the other social media platforms. More than 500 stories were posted to Snapchat.

Across all six social channels, 741,000 consumers were reached with 5,800 pieces of content as social conversations jumped 53 percent, according to BzzAgent and L’Oreal. A match-market test orchestrated by measurement firm IRI, they said, showed a 51 percent sales lift for Pure Clay Mask.

Why it’s hot: The conversation surrounding social ROI is constant in our day-to-day jobs when trying to prove the value to clients. Utilizing these “mico-influencers” as an alternative way to reach the masses is an area for potential growth and a market that is largely untapped (right now).

Domino’s Just Made Pizza Ordering 1,000 Times Geekier With Its Coolest Innovation to Date

We’ve said before that Domino’s won’t stop until you can order a pizza just by thinking about it. Until that day comes, the pizza chain—which is as much of a tech company as a food maker these days—continues to innovate the ordering process. And now, it’s getting your whole Internet of things involved.

The brand, with help from agency CP+B, on Monday announced a partnership with IFTTT, a free online service that allows users to create connections among digital devices and have certain events in one device trigger other events in another device—using what’s called applets.

The partnership allows IFTTT users to hook into the Domino’s Tracker, which follows the progress of your pizza order, and have events in the Tracker trigger events in other devices. For example, when your pizza goes into the oven at Domino’s, you could have Nelly’s “Hot In Herre” automatically play on your musical device at home. Or, when your pizza order is out for delivery, you could turn off your sprinkler system and turn on your porch lights to make things easier for the delivery person. The options are endless.

These are the four triggers in the Domino’s Tracker:

• Order being prepped
• Order in the oven
• Order out for delivery
• Order ready for pickup

Whenever your order hits one of those events, you can use IFTTT applets to trigger almost anything in your connected world—from posting to social media, to sending an email or text, to turning on the lights in your dining room.

Domino’s says it’s the first restaurant brand to join the IFTTT platform. And it’s getting users started by creating a few applets itself, including one that turns on your Samsung POWERbot when the order is being prepared, which is “perfect for when the house needs a good vacuuming before the gang stops by for a pizza party,” Domino’s says.

Why It’s Hot: Domino’s continues to be at the forefront of partnering with new technology companies and continues to be looking ahead of the curve. As marketers, can learn a lot from their forward thinking and ability to see beyond what’s hot right now.

Fashion Fans Can Watch the Met Gala Thanks to Vogue’s 360-Degree Livestream on Facebook

When Vogue editor-in-chief Anna Wintour and dozens of A-list celebrities walk down the red carpet during Monday’s annual Met Gala in New York, Vogue will be livestreaming the event in 360 degrees from Facebook—with ads from champagne brand Moët & Chandon sprinkled throughout the broadcast.

The Met Gala is working with Facebook Creative Shop to set up the livestream, which will be the Met Gala’s first 360-degree broadcast. It’s also one of the Creative Shop’s first branded 360 live videos. During the broadcast, Moët-branded bubbles will appear periodically as interstitial ads between footage. Facebook is working with visual effects company Digital Domain to set up the video’s multi-camera perspective.

“The Met Gala is one of the biggest nights in fashion and the interest it garners is phenomenal—audiences are determined to be part of the action,” said Anna-Lisa Yabsley, digital director of Vogue. “Our partnership with Facebook and Moët offers our audience direct, front row access to experience all the action of the red carpet. This will be the only official way to watch the red carpet live, and we’re thrilled to share this experience with the world.”

From 7 p.m. to 8 p.m. on Monday, viewers can watch Met Gala attendees arrive on the red carpet on Vogue’s Facebook page. Vogue’s account will also post comments that share facts about attendees as they arrive on the red carpet. The theme for this year’s exhibit is “Art of the In Between” and features Japanese designer Rei Kawakubo. Megan Summers, global head of production at Facebook Creative Shop said the theme is reflected in the use of 360-degree video.

 

Why it’s hot: Vogue is using a social-first strategy this year to promote the Met Gala and is showing the power of promoting events via social channels. Also, by incorporating ads more seamlessly throughout the videos it may unveil a new, less intrusive way to do ads within live content.

There’s No Mention of McDonald’s in Its Latest Campaign

McDonald’s is nowhere in its latest campaign, which banks on the social cred of Mindy Kaling, the power of Google, as well as its own reputation as the best place to consume something other than burgers and fries — Coca-Cola.

A new effort out of We Are Unlimited stars the comedian and actress (wearing a yellow dress and standing in front of a red backdrop) talking about the “place where Coke tastes soooo good,” and then urging viewers to go ahead, Google it.

Turns out, she’s slyly directing viewers to the Golden Arches. It so happens there’s a whole pop culture mythology around Coca-Cola tasting extra delicious at McDonald’s, and the fast feeder is using it for its latest beverage promotion — where Cokes (and any other soft drinks) will be $1, and small McCafe drinks are going for $2.

The film lives on a YouTube channel, “That place where Coke tastes SO good,” which also includes other funny ads that riff on the theme. On April 13, Mindy Kaling, a self-proclaimed (and quite righteous) McDonald’s fan, tweeted, “I partnered with a brand w/o being able to say the name of the brand. Is that normal? If so, can I be paid in fries?” It accompanied one ad featuring Kaling and an unnamed beverage technician, both of whom get bleeped every time they presumably say the restaurant’s name.

Why It’s Hot: This campaign shows that established brands don’t necessarily need to mark their commercials and ads excessively with brand names or logos.

Jet.com Physically Sliced Off 21% of Its Products on Facebook Live to Highlight the Wage Gap

Image result for jet.com equality day

When you cut off 21 percent of a microwave or tube of toothpaste, it doesn’t work the same way—or at all. Similarly, that’s the story for companies that pay women an average of 21 percent less than men, a point that Jet.com is driving home in honor of Equal Pay Day by literally cutting up the products it sells on its site.

Earlier today, the online retailer hosted a Facebook Live, where a water laser-cutting machine physically shaved off 21 percent of various products, from flat screen TVs to dryer sheets, to show that nothing works when it’s not at parity to others. Viewers could vote on which product to cut, and throughout the broadcast the hosts discussed facts on the pay gap such as the United States ranks 74th among 145 countries in terms of wage equality for similar work.

Jet.com also is covering 21 percent of its homepage today with the message “79 percent is not enough. Women deserve more,” with a link to a letter from its president, Liza Landsman, explaining the gender pay gap and how customers can get involved.

“It’s incredible, not in a good way, that the pay gap is still a thing, and that people don’t know about it,” Landsman said. “This is an easy way for people to visualize it. It’s a simple way to do our part to bring attention to this issue.”

Source: http://www.adweek.com/brand-marketing/jet-com-physically-sliced-its-products-by-21-on-facebook-live-to-highlight-the-wage-gap/

Why It’s Hot: Gender equality, although evolved over time, is not where it should be across the board especially when it comes to pay. To see a large company like Jet advocate on this issue on Facebook Live shows how brands can stand up for causes and involved themselves into a hot topic of conversation.

Facebook Adds Disappearing `Stories’ to Main App, Copying Snapchat Yet Again

Facebook Announces Launch of Snapchat-Like Stories in their Main App | Social Media Today

Facebook is making a dramatic change to the social network’s mobile application, letting people post pictures and videos that disappear after 24 hours.
Dramatic, but unsurprising: It’s the fourth time the company has added such a feature to its apps. And it’s a tool that was invented by its smaller, newly public competitor: Snap Inc., whose Snapchat lets users annotate photos and videos by adding text, drawings, masks and filters and then post them to their “story” or send them to friends.

Facebook added the same capability in recent months to its Instagram, WhatsApp and Messenger mobile apps, seeking to capitalize on the popularity of the format to keep people on its properties rather than toggling over to Snap’s network. Yet Facebook doesn’t shy away from the comparison — and is calling the new version on its main application “Stories,” too — just like Snapchat’s version.

“This is something that Snapchat has really pioneered,” said Conor Hayes, a product manager at Facebook. “Stories has become a format for people to share and consume immersive video and photo across all social apps, and it really differs for them based on the network they have or the way that they use a certain app.”

Why It’s Hot: Now that Facebook has joined the “Stories” party, it’s no longer an option to jump on the bandwagon, it’s a necessity. Marketers knew for months that this feature was in the works, however, now audiences across all social platforms will have the ability to tell their own immersive stories and it will challenge marketers to blend seamlessly into the ever-changing environment.

Push-Button Beer Ordering? Miller Lite Gives It a Try

Miller Lite On-Demand

MillerCoors is giving lazy beer drinkers another excuse to stay put: The option to order beer with the touch of a button or a simple voice command.

The brewer and IPG Mediabrands today announced a new suite of connected home services called “Miller Lite On-Demand” that will allow consumers to stock their fridge using a voice-activated Amazon Alexa command, or by using a programmable button known as AWS IoT that is based on the Amazon Dash Button hardware. The delivery requests will be fulfilled within one hour by Drizly, an online alcohol ordering platform, according to the agency and brewer, which have partnered on an incubator program aimed at testing such technologies.

Drizly currently serves more than 40 cities, according to MillerCoors.

The Miller Lite beer button is only available to a preselected group of 500 Drizly customers, according to the announcement. Ordering via Alexa is open to owners of Alexa devices including the Amazon Echo, Echo Dot and Tap. Device owners can enable the option by searching for “Miller Time” in the Alexa skills store. The ordering voice command is “start Miller Time.”

 

Why it’s hot: Miller Lite has utilized an emerging technology, Amazon Echo, to creatively market their products. Instead of looking to find new buyers, they turned to their loyalists who would consider purchasing a higher volume of Miller Lite if it was delivered to their door. It is also sure to create buzz around the brand in conversations online.