If you haven’t seen the new trailer for the movie Insidious 3, it’s about a girl stuck in bed (due to an injury) and is eager for contact with the outside world.
With the use of the app Kik, fans can talk to a bot version of the movie’s main character, Quinn Brenner.
Insidious is targeting Kik users with Promotes Chats which let them opt in to receiving the movie’s marketing messages. Users are then asked if they want to text with Quinn, who is recovering from an accident that left her with two broken legs.
The story and experience were built by a marketing technology startup called Massively, which hopes to bring any number of fictional characters to life through text messaging.
Insidious represents the first time that Kik is trying out this kind of technology. The user gets to text Quinn in a conversation that starts off normal but becomes increasingly intense, and the messaging takes place over about two days, with her reaching out several times. Each time, her situation appears more dire, as she’s dealing with an apparent haunting.
Why It’s Hot: This is only the beginning of this new trend where users will be able to talk to their favorite character from their favorite movie or show. Brands may even begin to use this on a variety of platforms. It will be interesting to see who picks up on this.
Facebook recently released a new, more detailed outline of its Community Standards, explaining what it means when they say things like “no hate speech”. Facebook had enforced these community standards in a variety of ways, but they say they rely on its users (more than 1 billion) to report violations.
“People from different backgrounds may have different ideas about what’s appropriate to share—a video posted as a joke by one person might be upsetting to someone else, but it may not violate our standards.”
Since Facebook is a global network, its standards vary all over the world. Countries alert the social network when content may break local laws and Facebook then investigates and then restricts those posts. To protect themselves int he future they then update their Global Government Requests Report.
Their Community Standards page says:
“Our mission is to give people the power to share and make the world more open and connected. Every day, people come to Facebook to share their stories, see the world through the eyes of others and connect with friends and causes. The conversations that happen on Facebook reflect the diversity of a community of more than one billion people.
We want people to feel safe when using Facebook. For that reason, we’ve developed a set of Community Standards, outlined below. These policies will help you understand what type of sharing is allowed on Facebook, and what type of content may be reported to us and removed. Because of the diversity of our global community, please keep in mind that something that may be disagreeable or disturbing to you may not violate our Community Standards.”
To read their community standards in more (and new) detail check them out here: https://www.facebook.com/communitystandards/
Kik is starting to get more targeted with its fledgling ad business. Kik said yesterday that it is giving brands the ability to deliver promoted messages based on gender, country and device—Apple or Android.
Kik is a popular but still underestimated messaging app that works like a hub of contacts and content on mobile devices. Kik has registered more than 200 million downloads, and is consistently near the top of app ranking charts, just below a top echelon that includes Facebook Messenger, Instagram and Snapchat. Kik is operating in a young space, with millions of teenagers on the app because it doesn’t require a phone number to join. It competes against Snapchat for the attention of the youth and is trying to keep up with that app’s innovations and ad ambitions.
We all know that brands are using Snapchat everyday. Last August, Kik started allowing brands to build a follower base.It later introduced keyword capabilities that helped brands communicate with fans through automated responses based on the keywords.
The big unveiling that started yesterday was that Kik allows brands to target their fans by gender, country and device.
Kik also revealed reporting capabilities to measure the effectiveness of Promoted Chat campaigns after they run.
Kik launched its first native video player that allows for filming and sharing footage right in the app. Since Kik has a video chat feature, it will be easy for brands to send messages to followers with video content.
Why It’s Hot: We know that brands use Snapchat (a similar app) frequently, but with Kik adding new features it gives us the opportunity to take our brands to a whole new level that they haven’t been able to before.
Weight Watchers is losing the race for customers against fitness gadgets.
Revenue fell 10% to $327.8 million in the fourth quarter, Weight Watchers International said in a statement Thursday, declining for the eighth straight period as FitBit, Jawbone and other activity trackers lure dieters away.
We have all known Weight Watchers as a great way to shed those unwanted pounds, but as the digital age continuously evolves will traditional weight loss classes fade away?
Weight Watchers has remained the same since they opened in 1961, so they have to get modern if they want to stay in the game of weight loss programs. A lot of people think it’s embarrassing going in front of a group of people to weight yourself and talk about this personal topic. Well, now they don’t have to, they can simply wear a bracelet and track their weight loss themselves. Yes, Weight Watchers has launched an app that users can track their progress on there. Although, you can’t get much easier then wearing a bracelet to track it, so that’s why Fitbt, Jawbone, etc. take over.
Why It’s Hot: With MRM//McCann being a digital agency, this works in our favor and validates our efforts. We know that digital is taking over and it will continue to do so in the future.
Ever wonder what will happen to your Facebook when you pass away? Well, worry no more, Facebook has launched a “legacy” feature that gives you the opportunity to choose an heir to your account.
On February 12th, 2015, users will now be able to see an option in their security settings that will allow them to have their account deleted when they die. People looking to achieve digital immortality can designate an heir who will inherit their account.
It’s up to the user whether or not they want to let their digital heir know now about their decision.
Once Facebook is notified someone has died, the profile page will turn into a memorial with “Remembering” listed before the person’s name. The digital heir will be able to change the profile photo, make posts on the page and respond to friend requests.
The one thing off-limits: Private messages. Facebook said a person’s heir will not be able to log in under their identity or see any of their private discussions.
The social network already offers basic memorial pages that are not able to be managed by an heir.
Facebook Legacy is available in the United States and will eventually be rolled out to other countries.
Here you can see someone wanting to be able to access their girlfriend’s Facebook page after she passed away:
Now, you won’t have to worry about this happening.
Why It’s Hot: This feature allows users to grieve and interact with loved ones via social even after their passing. This will keep Facebook pages active and increase the number of active users.
Kraft Foods Group Chief Marketing Officer Deanie Elsner is leaving the company at the end of the month because of a change of marketing tactics.
When the new CEO, John Cahill, stepped into his role in late December he immediately started making changes. Analysts have speculated that the surprise CEO change could signal that Kraft might put less emphasis on marketing and focus more on cost-cutting.
Kraft said “marketing remains critically important to the company and will move closer to the business operations, in order to sharpen focus and more effectively ignite brand rejuvenation.” But on an earnings call on Thursday afternoon, Mr. Cahill suggested Kraft would make major changes in how it evaluates marketing spending, taking a more disciplined approach that puts a premium on return-on-investment analysis. “My view is that marketing remains paramount in its importance at Kraft,” he said. “We would like to spend more money but we need to do it in an intelligent way.” He foreshadowed a more “fact-based” approach, saying that “we can’t continue to spend without adequate returns.”
Why it’s Hot: We have been noticing brands putting a heavier emphasis on marketing. In this case, we see Kraft (one of the leading 25 Fast Moving Consumer Goods (FMCG) companies worldwide) doing the opposite as marketing won’t be as major as cutting costs. It will be interesting to see how it works out.
Merrell, an outdoor-apparel brand uses virtual reality to get back outdoors and re-engage with its core consumers – adventure lovers. They ran a “walk around” Oculus Rift experience at the Sundance Film Festival in January. They said this will be the first of many virtual reality activations.
Gene McCarthy, who became president of the company in August 2013 wanted to redefine its brand voice. “We don’t own this brand, consumers do. We just manage it for them,” said Mr. McCarthy. His primary goal was to move to a more modern form of marketing.
This new form of marketing aimed to inspire adventure and encourage people to explore the outdoors. The company decided to invest in digital technology in an effort to reach a broader consumer base and revive the brand as its core customers, who are mostly over 40-years-old, start to age.
Why It’s Hot:
We have seen bigger brands take on a virtual reality, but Merrell targeted their demo very well. They went to where they will find the younger generation and gave them the opportunity to take on this cool experience. It’s something that I can see a lot of brands doing in the future. Everyone wishes they could test something out before they buy it and this gives you the opportunity to.
With the Super Bowl this weekend everyone is so excited to see the commercials because that’s what most people tune in to watch anyway.
GoDaddy.com, a privately held Internet domain registrar and web hosting company is pretty famous for their racy Super Bowl ads. Well this year, they have a commercial that sparked a lot of controversy.
Instead of featuring a woman this year, their ad features a cute puppy. It’s about a puppy that is lost and can’t find its family. The commercial shows the puppy going through a rough time finding its way home. When the puppy finally gets home the owners are so excited to see it because they just sold the puppy online from a website built using GoDaddy.
People took to social media to talk about the horrible commercial.
Don’t worry, you won’t be seeing the commercial during the Super Bowl because GoDaddy pulled the commercial. They issued a statement saying, “This morning we previewed GoDaddy’s Super Bowl spot on a popular talk show, and shortly after a controversy started to swirl about Buddy, our puppy, being sold online. The responses were emotional and direct. Many people urged us not to run the ad.”
Why It’s Hot:
Commercials are one of the main reasons why people watch the Super Bowl. This is important because it shows how fast people turn to social media to express their concerns.
Amazon.com recently released a Bluetooth speaker that answers your everyday questions and plays your favorite tunes. In essence, it could be considered another member of your family. In fact, you can even name it whatever you want.
Why it’s hot: It’s a hands-free device that will play a key role for every member of your family. It’s also cheaper than a cell phone and doesn’t require a monthly bill.