We’re already helping adidas, Heinz, Unilever, Heineken, eBay, Jaguar, Intel, Moët & Chandon & Expedia.
It’s like the mashup, but on a Tuesday! Hope you can deal with the excitement…
The reach and engagement of US social
comScore has released its 2015 US Digital Future in Focus report, which analyses the reach and engagement of major social networks. Facebook is, quite literally, off the charts, at least in the case of the below graph. It reaches 81% of the total digital population and amasses 230bn minutes of engagement; Instagram follows in the latter category with 122bn, while Google+ is runner-up for reach at 38%.
Choose your preferred page audience on Facebook
Some Facebook page admins are seeing the option to designate a ‘Preferred Page Audience’. The feature, which has reportedly been on trial since February, allows an audience to be selected by location, interests or age, making it more likely that the page will be shown to the most relevant people.
Facebook launches Riff
Facebook wants people to create collaborative videos with its new app, Riff. The brand new offering allows users to shoot a video of up to 20 seconds, give a title instructing others what to do and watch as their friends’ clips join together to create a unified video.
Tinder’s first video ads
Tinderers! Your right-swiping finger is set to get a brief rest, as the app has launched its first video ads. Initially these are US only, in partnership with Bud Light; Tinder’s trying a number of different video lengths.
NY auto show is a hotbed for live streaming
Both Meerkat and Periscope are already taking off with major brands, nowhere more than at New York’s auto show. A total of four new cars were revealed across the two platforms; Mercedes on Meerkat, Jaguar and Nissan on Periscope and Toyota on both.
Chevrolet makes the #BestDayEver out of April 1st
The folks over at Chevrolet had had enough of April Fools’ Day pranks, so they decided to transform April 1st into the #BestDayEver. In conjunction with comedy network Jash and a host of influencers and celebrities, from Manchester United FC and Olivia Wilde to Tyler Oakley, the auto brand set up positive pranks for unsuspecting Americans, including makeovers, free pizza and a live Kelly Clarkson gig.
Poltergeist scaring Twitter with #WhatAreYouAfraidOf
Fox is promoting its new horror film, Poltergeist, by asking Twitter users #WhatAreYouAfraidOf. The movie studio is replying to people who use the hashtag with custom images, gifs and videos created from the film. If you’re a big fan of horrifically scary clowns, then definitely watch the example below.
— Poltergeist (@Poltergeist) April 2, 2015
Dress gets promoted by 50 Instagrammers
Fashion retailer Lord & Taylor got 50 Instagram influencers to wear the same dress. Aside from making for a very awkward party, the move was clearly a success, as the dress sold out straight away. It’s an interesting piece of influencer engagement, but one that has raised questions in a piece by Digiday. The article argues that a number of the posts were not properly disclosed as per FTC guidelines and goes on to suggest that, should bloggers and other online influencers become too ready to mix sponsored content with their own, it may lead to a breakdown of the relationship between creators and their audiences.
Hellmann’s turns fan comment into TV ad
What do you get when a Facebook fan says your product is the best thing ever created? You use it as the cornerstone of a £15m campaign, obviously. Hellmann’s features a fan comment as the tagline of its new TV ad, which compares its mayonnaise to the lightbulb, roller coaster faces and the internet.
Clarks creates WhatsApp campaign for desert boots
Clarks Originals has launched a WhatsApp campaign to celebrate the history of its desert boots. Users can add three different accounts to get updates about different subcultures to whom the boot has been important: mods, rudeboys and ‘the enraged’. In other news, I’m literally wearing a pair of Clarks desert boots right now. They’re black suede.
RBS chairman leaves his job after Snapchat debacle
A dad sends selfies to to his daughter via Snapchat, she then uploads them to Instagram. It’s a wonderfully cute story for the 21st Century. Unless, of course, you’re RBS chairman Rory Cullinan, who has left the bank just weeks after his ‘bored at work’ snaps were discovered by the national media. The perils of screengrabs, eh?
Our client, first direct, is known as the “unexpected bank”. They enjoy taking an edgy, different approach, so when they came to us to create an April Fool, we knew it would be fun.
When it comes to saving, it’s a sad fact that most of us run into temptations along the way that prevent us reaching our goal. It’s also true that many of us struggle to get through a day without dropping the occasional **** or ****.
So, with this insight, we worked with first direct to create an April Fools’ Day concept that would make saving a little easier – The #@&? Jar app. Much like a modern day swear jar, first direct’s app allows people to put money aside for a rainy day from their current to their savings account, every time they utter a ****, a **** or even a ****.
The “innovative voice recognition software” identifies the user’s voice, so they only put money aside for their swearing slip-ups. The app then simply listens out for the user to say one of the words from a list of over 200 profanities, helping them reach their savings goal in no time at all.
first direct teamed up with tech presenter and journalist Lucy Hedges to give the prank more credibility with an app review. She swore like a trooper and took viewers through the app features via a demo on her mobile phone, supported by We Are Social’s design team.
We reached out to a select number of tech bloggers in advance to get them in on the joke and posted the review to Facebook and Twitter. We built a story around the app with details of high scoring films, place names and TV shows, and had some fun with fans.
Thanks to #@&? Jar, Malcolm Tucker could have moved more money to his savings account than any fictional character in history. App rated 17+
— first direct (@firstdirect) April 1, 2015
Like many of first direct’s fans, we wish that this campaign could have been real – but sadly, The #@&? Jar won’t be in your app store anytime soon. We hope first direct’s fans enjoyed hearing about the app as much as we did ‘creating’ it but, for now, I’m afraid you’ll have to stick with your traditional glass jar.
@firstdirect I wish this was a real thing!
— dann. (@appleboyy) April 1, 2015
Almost every moment we see extraordinary stories evolve on Twitter. Due to the live nature of the platform, these stories are often shared worldwide – sometimes within seconds. With a focus on this, last week I attended #TwitterStories, an event at the Roundhouse in Camden showcasing what happens when people are given a voice on Twitter and explain how their stories spread.
The Herdwick Shepherd talked about how tweeting his everyday tasks on a farm such as the birth of a lamb landed him with a hefty fan base of 42k followers, signing a book deal after years of attempts, and more importantly encouraging all to “buy local” produce from supermarkets and support local farmers across the nation.
The emotional story behind the #PutOutYourBats hashtag was discussed; a story beginning with one short tweet from Sydney resident Paul Taylor, who was saddened by the death of cricketer Phillip Hughes and wanted to show his respect. This one tweet, sent in November last year, went around the world in less than 24hours, unifying millions, who in turn took out their bats and came together - from ordinary cricket fans to massive names from across the sporting world. Twitter explained how his story “underscores what a powerful catalyst for change the mobile phone has become.”
The head of gender equality campaign #HeForShe, Elizabeth Nyamayaro, spoke to us about this work and how Twitter proved to be an important tool in reaching diverse demographics; spreading the message to seniors as well as young people, and therefore spreading the message around the world. Supported by celebrities like Emma Watston, #HeForShe proves how great ideas can spread globally and take root in everyday culture.
There were some lighthearted and amusing stories shared at the event. John Brennan told us how Twitter changed his life, enabling his transformation from shy, unconfident, aspiring comedian living in rural Ireland, to an online Twitter sensation; and finally finding his audience. Later, Anna Heslop shared an entertaining story about her grandpa getting new passport photos made and accidentally adding a variety of novelty wigs. She tweeted his accomplishment which accumulated a staggering 16k RTs to date. Similarly, Heather McNab accidentally sent a Jamie Oliver chili beef recipe in a job application, rather than her CV… Amusing the masses of Twitter, and, to no surprise, Jamie himself.
In this industry, unforeseen events can occur, with no telling at first what path the story might take. When American tourist David Willis got locked inside a branch of @Waterstones in London last year, the story went wild on the internet. Instead of turning into a PR disaster, it was turned into a opportunity for @Waterstones and @airbnb_uk to host a bookshop sleepover. It demonstrated both the unpredictability and the extraordinary power of the platform, if harnessed and utilised correctly.
There were other speakers including @SunriseIsabel, who discussed the importance of Twitter with regards to breaking news – journalists often publishing to the platform before Television broadcasts. David Levin and David Schneider talked about their company “That Lot” and how to grow audiences – even the infamous BLUE-BLACK-GOLD-DRESS debate was among the twitter chat of the evening.
The climax of the event came when Twitter gave us a preview of the new app ‘Periscope‘ which they acquired earlier this year, which is now available for download on iOS. At the moment all you can see are streams of bedrooms and offices, but it will be certainly be interesting to see what happens when users and brands start streaming from live sports or music events and news outlets use it to broadcast.
All in all, it was interesting to see just how unifying Twitter continues to be, and how it can influence the lives of individuals and foster global movements simultaneously; all through telling stories.
I recently judged this brilliant case study for Paddy Power’s World Cup campaign that you probably saw last year. I’m pretty sure that Paddy Power brainstorms are a fun, outspoken and edgy place to be.
This reminds me of a few years ago when I found myself at the hands of a ‘brainstorming consultant’ who had us playing ‘idea catch’ around a boardroom table. One of those awkward ‘if my friends could see me now’ moments.
Systems and exercises to think outside the box and generate ideas are nothing new. I’m glad to say that most of the methods I have had the joy to sit through generally don’t work.
This is good. Creativity can’t be automated just yet and is seen as one of the last bastions against the rise of the machines. Creativity is about connecting stuff that’s unconnected and our brains are pretty good at it.
So I have a suggestion to throw into the circle which is easy to do and is, well… fun. If you’re a creative reading this I’m sure you have lost count of the times when you have filled the walls with ‘on brand’ ideas and started to run a bit dry. My advice at this point is to throw caution to the wind and come up with some funny, rude and un-pc ideas. Basically something that would get you fired if it ever got near the client.
Scamp credit: Tom Bellamy, additional details by Nick Hearne
In my experience coming up with ideas that you could never run leads to something that you can. After all, the best work often pushes the client and brand outside its comfort zone and stretching this can lead to something fresh and unexpected. Something Paddy Power is great at.
After all, if you don’t have fun coming up with an idea, how can you expect people to have fun sharing it?
Facebook launches new Messenger Platform
Facebook has rolled out its updated Messenger Platform, as predicted by last week’s Mashup (not to say we told you so). Users can now share content including GIFs and videos through a number of third-party partners, such as ESPN, JibJab and Giphy.
Facebook adds new video features
Facebook has made a few updates to its video offering. First of all, you can now embed video on other websites by copying and pasting an HTML code.
Meanwhile, there have been a few changes to the video API, divided into three categories: control, customise and ‘other’. ‘Control’ improvements include limiting an audience by age/gender/location, adding an expiration date and posting to a page but not the News Feed. ‘Customise’ add-ons allow customisable thumbnails and subtitles across multiple locales and ‘other’ posts look to make the upload process more efficient. The changes come with a new set of publishing partners for video.
New Facebook comment functionality
Facebook announced a new commenting system, which curates comments on web pages and Facebook links to those pages, then displays them simultaneously. Would you be interested in an illustrative GIF? I’m sure you would.
Instagram launches Layout app
Instagram has revealed a new standalone app for iPhone, named ‘Layout’, which allows the creation of photo collages. Naturally, some brands have been quick to jump on it, including Victoria’s Secret and Sephora.
Twitter launches Meerkat rival
Twitter has launched Periscope, a live video streaming app that looks set to rival (and quite possibly outdo) Meerkat. Users can notify some or all of their followers when a broadcast begins, see viewers as they join and comment live. Unlike Meerkat, videos can be stored in the camera roll and viewed in the app for up to 24 hours. Adweek produced a piece on first impressions, which you can read in full here; by and large, people seem impressed. It’s slicker and more polished than Meerkat, simple and easy to use. The only problem? Meerkat got there first. We’ll look forward to seeing how this one pans out.
As with anything that’s almost a week old, brands have rushed to get involved. Some good examples include adidas’s live stream of Rodríguez signing a new Real Madrid contract, Spotify posting behind-the-scenes content with Irish folk singer Conor O’Brien and Red Bull sharing exclusive video content from its Miami Music Week events.
— adidasfootball (@adidasfootball) March 26, 2015
Twitter and Foursquare partner for location services
Twitter and Foursquare have revealed a partnership that will allow Twitter’s location feature to be more specific, including landmarks and businesses, rather than just cities or areas. Foursquare CEO, Dennis Crowley, penned a blog post in light of the move, in which he discusses how the company has moved on since its initial focus on check-ins. The key takeout?
The big idea was to create a system that could crawl the world with people in the same way Google crawls web pages with machines.
Twitter starts testing autoplay video
Twitter is trialling autoplay videos for a small number of US-based iPhone and iPad users. Some will see an entire video autoplay in a loop, others will get a looping six-second teaser clip.
Brands and One Direction
So Zayn Malik left One Direction. Try and hold back the tears by looking at these examples of branded social media content, including Lidl cutting the price of One Direction easter eggs by a fifth.
— Lidl UK (@LidlUK) March 25, 2015
— Jobsite UK (@JobsiteUK) March 25, 2015
— Paddy Power (@paddypower) March 25, 2015