Drink beer + shoot virtual deer = help protect wildlife

A great deal of funding for wildlife conservation in the US comes from fishing and hunting permits, but the number of people buying them is declining. It seems fewer members of the younger generations are interested in actually packing out into the woods and sitting in a tree in silence for hours in order to bag an elk for the winter. But what Busch understood was what those younger generations are still interested in is drinking beer at bars and pretending to hunt elk on an arcade screen.

So Busch (Anheuser-Busch) teamed up with the Big Buck Hunter arcade game to sell $5 virtual hunting permits that give buyers access to a secret (branded) level within the barroom game. The funds from the permits (matched by Busch) will go to wildlife conservation. Busch has positioned itself as a beer brand for those close to, and interested in protecting nature, so this campaign is an on-brand extension of that premise.

Alongside the permit sales, Busch is selling limited edition cans through December, with QR codes that give access to a similar AR hunting game on one’s phone.

The campaign just began, so it remains to be seen if it will actually generate a noteworthy amount of conservation funding. At the very least it should raise some awareness and brand recognition for Busch with the younger set.

Why it’s hot:

Sometimes the best way to get people to act for an important cause is to tap into their habits, desires, and interests, and make it fun, rather than appealing to an abstract sense of duty, which many people can easily dismiss as: “Not my problem”.

Also, everybody wins:

  1. Busch probably sells more beer with the curiosity created by the can design and offer of an AR game + gets a CSR halo.
  2. Big Buck Hunter gets more players and press, framing itself as more than just a late-night afterthought.
  3. Awareness and money gets raised for wildlife conservation at a time when it’s desperately needed.

Source: Fast Company

Digital contraception, birth control that’s natural

European startup Natural Cycles developed an fertility tracking app that uses an algorithm to predict the days a woman is fertile. It’s a subscription product that currently has more than 500K users across 160 countries. The user needs to measure her body temperature each morning with a body basal thermometer and record it in the app. The algorithm will analyze the data and predict the user’s hormone levels and her fertility.

The app uses a calendar view. Days colored red signifies the user shouldn’t have unprotected sex, days colored in green signifies the user can have unprotected sex without risking pregnancy.

Why it’s hot: innovative healthcare solution that doesn’t require drugs and chemicals.

Source: TechCrunch

 

How much is that Puppy in the windo….err flat screen TV

Pet care brand Pedigree and its partner charity Ampara Animal needed to drive foot traffic to animal shelters as part of the Pedigree Adoption Drive.

The brand partnered with shopping-centre electronics stores to create the Dog Channel, where the generic content displayed on the TV screens in-store was replaced with videos of dogs waiting to be adopted from a nearby shelter.

Alongside the footage was a message to customers that included the dogs’ names and encouraged people to visit the shelter. When the dogs on the screens found new homes, the display changed to indicate a successful adoption.

Why It’s Hot:

-Chimes with the brand’s quest to grow the pet ownership – and by extension the pet care market.

-It merged a digital activation with OOH in a pretty unusual and innovative way

Mobile Live Streaming Becomes A Powerful New Medium

Live-streaming services like Meerkat, Periscope, and Facebook offer new marketing opportunities by combining the excitement of live events with the personal engagement of mobile. Live-streaming is nothing new, but these three services have helped push live-streaming into the hands of users on their mobile devices. The ease of point and shoot in addition to 4G networks and the proliferation of WiFi have helped give these services the means to thrive and deliver these streaming services. Just recently, Periscope announced that they have 10 million user accounts. What’s more interesting is the time viewed on the Periscope platform is at about 40 years of video watched per day and steadily growing. In addition to mobile, Periscope is seeing lots of views take place on their web-based destination, Periscope.tv.

The mobile players are growing fast: Periscope, Meerkat, Facebook, Rhinobord, Yeplive, Ustream, Younow, Hang, and Stringwire. Plus, YouTube already offers the ability to live stream from a desktop – and it’s likely that it will introduce the functionality on its mobile app soon.

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(Source: Periscope)

Why It’s Hot:

These mobile services are still in their infancy and live streaming is growing but remains a small percentage of the video we consume on the web. However, they do open the door for brands and users to create inexpensive pieces of communication that can scale quickly. Which means brands and creators can reach new audiences that they maybe were not able to reach before. Simply another way for people to experiment and find new ways to create things that people are interested in.

 

YouTube’s Mobile Redesign Aims to Boost Watch Time Even More

YouTube has three top priorities: “mobile, mobile and mobile,” according to its boss Susan Wojcicki.

On Thursday, the longtime Google exec took the stage at VidCon in Anaheim, Calif. — think Comic-Con for the digital video crowd — to unveil a new look for YouTube’s mobile site and apps. In place of the existing single-screen design that features a curated feed of videos based on what people have watched as well as what channels they subscribe to, the redesign adopts a three-paned look that’s supposed to make it easier for people to find new videos to watch — and add to the time they spend watching YouTube, which is already up 60% year-over-year.

Now when people visit YouTube’s site or open its Android app — and soon on iPhone — they’ll see a new home screen that curates videos based on what people have watched, including organizing recommendations into playlists. A second screen will show the latest videos from the channels that people subscribe to, though if people really don’t want to miss a channel’s latest uploads they can now sign up to receive notifications when a new video is posted. And a third screen will house the playlists a person has created, videos they’ve watched before and the videos they’ve uploaded.

Additionally, the updated apps and mobile site will support vertical videos, potentially a big boon to the Snapchat-led trend that has agency execs describing it as the first mobile-native video format.

Why It’s Hot

Benefits for Consumers: The new layout is bringing the content that people already like, like subscriptions, to the forefront.  Reco’d videos will have strong visibility as well.  It’s also easy to access videos they’ve posted on their account.

Benefits for Brands: For brands that have channels, this new layout will allow users that have subscribed easier access to reaching the channel, which could lead to higher channel traffic.

Source: http://adage.com/article/digital/youtube-debuts-mobile-redesign-vidcon/299662/

YouTube to Unveil Mobile App and Website for Gaming

Gamers rejoice! YouTube will be launching its first gaming platform via mobile app and website. The platform, called YouTube Gaming, is slated to debut later this summer in the United States and United Kingdom. It will feature more than 25,000 games — each with their unique Internet page and profile.

Albeit users will not be able to actually play their favorite games, they can navigate through their profiles and enjoy related content that has been carefully curated.

Read the full article here.

Why It’s Hot:

The new gaming feature will prove to be extremely lucrative for advertisers and marketers. Advertising is supported across both channels (mobile and website), so marketers will be able to tap into their demographic in one, saturated niche.

From Grocery List to Packing List: How One Airline Got Consumers to Buy Their Holiday Ticket from a Snack Bag

In a clever creative stunt to distinguish itself from other airlines (who typically rely on online bookings), Transavia decided to take the process of ordering tickets offline and into the aisles of grocery stores and vending machines.

The tickets come in three varieties: gummy bears, potato chips, and cereal bars, each corresponding to one of three destinations – a bag of gummy bears will take you to Lisbon, potato chips will fly you to Barcelona, and the cereal bar can whisk you away to Dublin.

With the purchase of any of these snacks, a quick scan of the QR code to take you to the booking page, and a special discount voucher on the inside of the packaging, it aims to portray the idea that Transavia’s plane tickets are so cheap (and easy to book!), it’s like buying a bag of snacks.

Why It’s Hot:

There seems to be a clutter of different budget airlines all competing to get travelers to use them. This may especially be true in Europe, where there are airlines like RyanAir that may feel like a bus in the sky but can fly across Europe in (sometimes) under 100 Euros. This campaign is a perfect way to disrupt that sea of sameness in airline marketing techniques. By venturing out into a territory that has never been advertised on, it creates a very surprising and innovative idea to bring this brand into the minds of consumers when they are least expecting it – in the grocery store, while conducting an average everyday task.

The best part is that most airplane tickets are booked by consumers actively seeking out the discounts, whether through codes that they find online or deals through emails, but this campaign flips that old traditional way of thinking completely on its side. It offers a new way to convince someone, who may have not even been thinking of traveling, to indulge on a new adventure somewhere for very cheap.

Read more here.

 

How TV Ads Drive Digital Impact

Google is stepping up its efforts to help TV advertisers understand the precise impact their ads have online, announcing a new partnership with Rentrak to expediently show marketers how their ads impact minute-by-minute Google searches, down to the spot level.

The company is upgrading its TV Attribution product—which measures the digital impact of ads on television and radio.  The technology has now integrated Google search query data to help advertisers understand exactly how consumers are interacting with its brands online.

“Ahead of the upcoming upfronts, we really want TV advertisers to understand how consumers are making decisions about their brands in the moments that matter, not only when they see their ads, but how they engage with their brands online,” said Dave Barney, Google product manager. “Whether that drives a website visit, or engaging with the brand through search, or in some other way.”

While a Nielsen study found that 87 percent of consumers engage with a second screen while watching TV, Barney noted that traditional TV measurement techniques “describe what aired, but don’t describe how effective the ads are.”

Why It’s Hot

“For the first time ever, advertisers have the ability to see how search queries on Google are being influenced by their TV ads, in real time,” said Barney. (The data is aggregated Google search query data; advertisers don’t have access to individual search information.) This can help a brand refine its SEO and paid search strategy, as the product’s insights explain how consumers are searching online in response to a TV ad. The Google search data can also show how TV ads drive more generic category searches, which often drives consumers to a competitor instead.

While website data accounts for people who responded to a TV ad and eventually ended up on the product’s website, it fails to include those consumers who search for the product, but never click through to the website.  This could be a very interesting way to learn more.

Source: http://www.adweek.com/news/television/how-tv-ads-drive-digital-impact-164434

With 1.7 Million New Users a Day, Will This App Be the Next to Take America by Storm? Line’s revenue-generating model has brands queuing up

Line, which has 181 million monthly active users worldwide, has yet to truly market its mobile app in the United States. But the Japan-based messaging platform has already built up 25 million American users while its rapid global growth has attracted big brands and celebrities according to AdWeek.

While four-year-old Line is a chat app similar to WhatsApp, its recent growth appears to be more about emojis and stickers. The millennial-focused mobile platform has 46,000 playful, often cartoon-like images that are concocted by a vast network of artists and sold, e-commerce-style, in revenue-sharing agreements with the creators.

Consumers pay $1.99 for a pack of the digital depictions. Packs come with anywhere between 20 and 40 stickers and emojis, said Jeanie Han, CEO of the burgeoning tech player, which saw annual revenue climb year-over-year by 126 percent to $656 million in 2014.

In addition to chat stickers/emojis, Line offers free voice messaging, games, videos, photos, a PayPal-like transactional feature and other bells and whistles.

Here are some other numbers that Line shared:

  • It gains 1.7 million new users every day.
  • While there are 181 million monthly active users, more than 560 million people have actually downloaded the app.
  • Thirteen billion messages are sent daily.
  • It offers 40,00 stickers and 6,000 emojis.

Read more here.

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Why It’s Hot

As digital marketers, it’s important for us to keep a finger on the pulse of the latest trends, platforms and news in the space. This is an important new app that we should keep an eye on and consider as part of our social and digital mix for our clients.

Make It Interesting. Make It Easy.

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CLICK ME FOR VIDEO

Why Its Hot:

In the age of digital with everything calling for interactive this and interactive that, we seldom come across actual digital campaigns that are in fact interactive. The majority of online advertising is just short films or extended commercials. They lack any role for the user, just for a viewer. As an industry I think we’ve reached a point that we can all agree that interactive advertising isn’t easy. The barriers are high to get people 1) interested 2) excited to spend time with your communication or “thing.” Honda has done a great job of overcoming these barriers with this fine piece if interactive work.The key to success is to make things that are interesting to people, but also provide an easy way to interact.

Time Likely To Be the Next Digital Currency

Next month, the London-based paper [the Financial Times] will roll out ad rates based on time rather than impressions, charging some advertisers by the number of hours their ads appear in front of targeted groups of readers. The measurement — cost per hour, or CPH — shatters a decades-old media pricing model that values volume above all else.

Nearly half of online display ads are never seen, according to ComScore. It was against this backdrop that the Financial Times started looking at the viewability of its ads and, eventually, attention metrics.

According to a Financial Times analysis, readers who saw an ad for at least five seconds experienced, on average, 79% greater brand recall. In addition, across the study, it saw an average uplift across brand measures like familiarity, association and consideration of 62% when readers were exposed to an ad for that long

There’s also the question of whether more time on a screen would do an advertiser any good. Readers are more or less trained to ignore banner advertising, a phenomenon called “banner blindness.” A 2013 study by Infolinks, which helps publishers and brands make their ads more noticeable, found that only 14% of respondents recalled the last display ad they saw and the company or product it promoted.

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Why It’s Hot

Cost per hour or cost per 30 seconds could soon be the next standard form of buying digital ads, replacing the decades-old pricing model of cost per thousand impressions (CPM). If and when this happens it will have a huge impact on the way ads are made, bought, sold, and evaluated. While it seems like the industry is heading in that direction, there will be opposition from many players who benefit from view-based models. As an agency we’ll have to be sure we are well-informed of the pros/cons of this pricing model so that we can make the best choices for our clients.

Source

Twitter to bring more TV content with SnappyTV acquisition

Twitter seems to want it all. Recently the social media platform announced that it will bring to its users disaster and weather updates. If not enough, Twitter now acquired SnappyTV, which will allow SnappyTV’s customers to edit and share live videos on their Twitter account. Some of its clients include ABC News, Fox and Fox Sports, the NCAA, NASCAR, and more. Clips from the 2014 FIFA World Cup will also be featured through Univision Communications. Click here for full article.

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Clip about SnappyTV and Twitter

Why it’s Hot?

People are already on the web for almost all of their news and social content. Everything is becoming digital, and now TV found an easy way to keep you on the loop without having you actually sit in front of a TV. With SnappyTV and Twitter, companies like ABC News will keep you informed and updated with highlight clips of their main content. You also won’t miss any other sport content from Fox Sports. This is an amazing opportunity for companies to keep their viewers engaged, informed and happy by allowing them to be wherever they want and still have all the news that matter to them. It also makes me wonder where advertising could go with this new partnership.

The (Potentially Serious) Repercussions of a “Like”

General Mills, the maker of major global brands like Cheerios, Bisquick and Betty Crocker may have bit off more than they could chew (yes, pun intended) with some stealthy new conditions written into their digital corporate policies this past Tuesday.

Under the new terms, consumers who perform digital activities like download coupons, “join” it in online communities like Facebook, or enter a company-sponsored sweepstakes withdraw their right to sue General Mills. And according to the New York Times, “Instead, anyone who has received anything that could be construed as a benefit and who then has a dispute with the company over its products will have to use informal negotiation via email or go through arbitration to seek relief, according to the new terms posted on its site.”

 

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Further, “The change in legal terms, which occurred shortly after a judge refused to dismiss a case brought against the company by consumers in California, made General Mills one of the first, if not the first, major food companies to seek to impose what legal experts call “forced arbitration” on consumers.” The move follows a precedent set in 2011, with a Supreme Court decision found in favor of AT&T Mobility to “forbid class-action lawsuits with the use of a standard-form contract requiring that disputes be resolved through the informal mechanism of one-on-one arbitration.”

Why It’s Hot

Frankly, it’s not. But it’s incredibly important to consumers and marketers alike. When considering the nature of General Mills’ products–edible and potentially lethal if an allergic reaction occurs–this revision is significantly broadening the precedent set forth. Moreover, the provisions put a “choke hold” of sorts on any consumer who is purported to receive a “benefit” from General Mills or any of its brands, regardless of whether the company is at fault or liable for the would be damages in a lawsuit. And as marketing terms and conditions continue to morph in the digital landscape, marketers need to be cautious about the legal ramifications that engagement may now have. The ripples across sites and properties could be enormous and seriously impact who we market, serve, and interact with brands online.