Fanta has taken to Vine for their new #FantaForTheFunny campaign, where influential Viner’s Alli Cattt, Jason Mendez and Mighty Duck have been brought on board to create and share multiple humorous Vines involving stunts and pranks, as well as encouraging others to make and send in their own, with the hashtag for a chance to be included in future videos. This enables Fanta to engage with their audience in a fun, creative way, as well being able to collect a large amount of user-generated content. The concept behind the campaign is to unite young teens to embrace the desire for fame and passion for humor whilst allowing them to be themselves- no matter how goofy or silly they look. Check out the first episode here.
Marc Jacobs recently opened a pop up ‘Tweet Shop’ in Covent Garden, where customers could exchange tweets for free treats to promote his latest ‘Daisy’ fragrance. Users were asked to tweet @MarcJacobsIntl, along with the hashtag #MJdaisychain in order to receive a perfume sample, while those who included a video or image were given a key ring or in store manicure. The notion behind the campaign stems from Marc Jacobs wanting to give something back to his dedicated, spontaneous, creative fans, as well as boosting their social presence by the demand of using branded hashtags as the source of currency. See the promo video here.
Fitness app, RunKeeper has teamed up with Kiip to encourage and motivate their users to go beyond their usual exercise routine with the incentive of a rewards program. The rewards include discounts on products that have been chosen to appeal to the app’s athletic audience, such as Proper Water, Secret Deodorant and Pebble smart watches. Specifically targeting incentives and offers to app users only, is a great method of building brand and customer relationships, as well as encouraging them to stick with that product.
Mercedes-Benz Vito Sport has launched their Europe video series featuring the best of British adventure sports athletes crossing the continent in iconic locations. The first episode features big wave surfer Andrew Cotton and British champion Alan Stokes, surfing in Hossegor, France. To celebrate the release, Vito Sport are running a major competition on their Facebook page with three prize packs up for grabs, with up to £550 worth of surf and lifestyle gear on offer. See more from the film on the Vito Sport blog, enter the competition by August 24th and watch the video now.
Pin and Chat
Pinterest has released a new messenger feature on the channel, enabling users to discuss their favourite images with other pinners. It’s designed to allow users to collaborate and share ideas with each other on the site, rather than using other popular messaging services. After a pin has been sent to another user, a conversation appears in the bottom left hand corner. As well as onetoone conversations, groups of up to ten users are able to chat in one space. This allows Pinterest to have a service that is more credible to their users, rather than it being a means of communication, which will hopefully lead to higher engagement levels.
Twitter has announced that they’ll be testing their new ad feature, ‘Promoted Video’, in order to help brands post richer, more engaging video content on the channel for their users. With a large proportion of brands advertising on social media, using this service allows them to distribute video content to a large audience in one tweet. Access to analytics will be available in order to see how effective the content is. ‘Promoted Videos’ also allows smaller brands to create high levels of exposure, by being able to share their video content without needing the large following of bigger brands.
Puma is using Twitter’s new ad feature, ‘Flock to Unlock’, to enable their followers to ‘unlock’ content about the brand once they’ve reached a certain number of retweets. The campaign will see influential athletes sponsored by Puma, such as Usain Bolt, Mario Balotelli and Lexi Thompson, tweet messages explaining how to unlock the content. The number of retweets however won’t be revealed to the fans; instead a graph will be used to see how far they have until they’ve reached the target. The use of this new feature enables brands to create excitement and hype to the build up of content to be released, whilst generating high levels of engagement by the request of a simple mechanism.
Instagram has introduced new features that are making it all too similar to rival channel, Twitter. After following a new user, Instagram will now drop down a list of ‘Suggested Follows’, enabling you to find similar people to connect with. The explore tab has been revamped, mirroring Twitters ‘discover page’ which displays a range of photos that are built on algorithms based upon the people you follow, what’s popular in your country, and even hashtags that you may have used. With these similarities, along with studies revealing that image based posts gain five times the engagement of text posts, Instagram could be on it’s way to take over Twitter for engagement levels on shared content.
Expedia’s new ‘Expedia Travel Profile’ campaign is letting users embrace and show off their travel experiences by creating an infographic of where they’ve been to share on their profiles. With over half of content on Facebook based around travel, the app is designed to celebrate the notion of travelling to a new place and how it makes our lives more interesting and cultured. By scanning the user’s profile, the app gathers information such as number of counties you’ve visited, the most interesting transport taken and famous drinks in cities you’ve been in to create the graphic. It’s a fun way of generating engagement and fueling some harmless rivalry between friends on the site who also want to share and show off their travel moments.
Virgin Holidays has encouraged their customers to show off their sunny snaps in response to Three’s holiday spam campaign. Virgin Holiday’s took to Twitter to cheekily reply to the mobile network, telling holiday goers, ‘don’t be sorry, #showoff with pride. You Look Delicious’. A billboard advertisement has also been placed next to Three’s ‘hot dog legs’ poster in the Elephant and Castle area, London. Based upon the number of hashtag uses, it looks like the rivalry has been successful.
Hellmann’s has launched a new social media campaign, ‘Hellmann’s Summer Hacks’, of short life hack videos to demonstrate that their squeeze bottles and glass jars aren’t just for storing mayonnaise. The inspiration behind the campaign comes from eating outdoors; something that Hellmann’s believe is one of life’s great pleasures. However, typical British weather can sometimes ruin these plans, so the campaign aims to offer ‘fun and innovative solutions’ when this happens. For example, turning their glass jars into lanterns and a mini BBQ. They’ve also created four, cool ‘heroic’ life hacks to visually enjoy, such as the flames of BBQ that dance to the beat of a DJ, and a 3D printer that creates mayonnaise selfies on burgers.
Food brand, Genius, is the official gluten-free provider for the Commonwealth Games 2014, and has encouraged the public to send their words of support to the athletes in their #ToastTheChampions campaign. The messages, that can be tweeted or left by Facebook comment, are printed on a digital piece of toast that users can share on their social channels. This is a simple yet creative way for Genius to communicate and connect with a large audience.
We all know that parents love sharing endless amounts of photos of their new borns on social media, but Johnson’s Baby have found a way to embrace the trend to celebrate Prince George’s first birthday. The campaign urges parents to upload snaps of their babies eating cake on their first birthday, along with the hashtag #babycakesmash on Facebook, Instagram and Twitter, to create user generated content for their website. YouTube has also been used to digitally push the campaign, with the tagline ‘Every baby deserves to make a royal mess on their birthday’. This campaign allows Johnson’s Baby to interact with their target audience in a way that doesn’t seem forced, whilst also connecting with a new generation of parents using social media to keep a record of their babies ‘firsts’, rather than printing them out and sticking them in a book.
The Post Office has launched the campaign #LoveSundays to promote their new Sunday openings. A series of cute, low budget Vines have been created, showcasing typical Sunday activities such as cooking a roast, going for a romantic evening stroll or doing the household chores, which have then been posted on their social channels. User generated content has also been created by asking fans and followers, how they enjoy spending their Sundays. The Vines have already proven to be popular with the network’s new ‘loop count’ feature calculating a total of over 38,000 loops of #LoveSundays over the past few days.
Heineken has designed a new Twitter service to help users make sure they don’t miss out on their city’s wining and dining hot spots. @wherenext works by users tweeting the handle and using the geo-locate tool to receive recommendations on bars, restaurants and clubs worth visiting in their area. By not using ‘Heineken’ in the Twitter handle, the service appears to be more than just a way to get users to buy their beer in the chosen location. Instead, it allows them to become a social guide and ultimately unlocking these as the ‘secrets of their city’. It also markets moderate consumption of alcohol in an innovative, engaging way, as it’s more about the place you’re at, rather than how many bottles you’ve managed to down!
Barbour has taken to social media for their new campaign, #BarbourSummer, to promote the lifestyle aspect of the brand. Barbour are asking their Facebook, Twitter and Instagram followers a ‘summer themed’ question each day, with the best stories being transformed into a custom-made illustration that will be incorporated in an animated film. The idea behind the campaign is for Barbour to see how their customers are wearing their products throughout the summer. By using their social channels, they’re able to upgrade user generated content in a quick, unique and fun engaging format. Log on to find out the latest question if you’ve got something you want to share!
Ever thought you could sell a luxury item over Instagram? Mercedes-Benz are putting this to the test with their new campaign #GLApacked. The brand are targeting millennials for the release of the GLA sports car in autumn, with the help from established artists and athletes who are top influencers on the channel. Each user was loaned a GLA and asked to document a cross-country road trip on their account. Visual storytelling on social is a successful marketing strategy when reaching out to younger consumers, and working with influential figures enables Mercedes to target their followers. Do you think this technique will be enough to persuade these millennial’s to purchase such an expensive product?
The World Cup is officially over, but by the power of social media, it still feels like the celebrations are in full swing. After Sunday nights final, it looks like Germany weren’t the only winners, with Facebook claiming that the match was the most talked about sporting event in the history of the network with over 280 million mentions. It also broke records on Twitter, with more than 680,000 tweets sent per minute. Throughout the tournament, brands of all kinds jumped on the chance to create related content, but it was Adidas, sponsors of Germany who gained the biggest exposure with their real-time campaign, #allin- ‘All or Nothing’, reaching over 1.59 million mentions in conversations over social. This event has demonstrated how powerful and influential social media is around sport and real-time events and how brands can benefit from it.
CALM, (Campaign Against Living Miserably), has launched their new campaign, #mandictionary, to raise awareness of male suicide. After recently releasing the statistic of twelve men each day taking their own lives due to feeling like they can’t speak out, CALM want to try and break down the cultural barrier of men reaching out for help. The charity has taken to social media to push the cause, encouraging the public to use the promoted hashtag and send in their own definitions, which is then turned into real time content and posted across their social channels. This has enabled them to engage with new audiences and create debate surrounding what it means to be a man in today’s society.
Ikea has launched the first Instagram account to act as a fully functioning website to promote their new collection. The account consists of twelve images that form a visual catalogue, and act as different furniture categories to choose from. Once a user has clicked on one of the photos, tapping on it brings up tags for each of the items shown. Clicking a tag then takes the user to that items own Instagram account. This is a great way of using Instagram’s inbuilt features of tagging and grid format in a unique and innovative way, whilst being able to connect with their audience at the touch of a button. We’re interested to see if people will chose to use this service over the conventional way of browsing on their website, or a physical copy.
Vodafone have teamed up with Spanish actor Raúl Arévalo to create a play from live tweets by the public as part of the Vodafone’s Firsts initiative, a programme lead by social media to show the new experiences technology allows people to do. The play will take place at 8PM at the Capitol Theatre in Madrid on Friday 11th July, where people from all over the world will be encouraged to send in suggested lines and directions with the hashtag #firstteatrotuits to make up the two hour play. The live audience will also be asked to contribute their thoughts about the actors on their smartphones during the performance. This is a fun way of engaging with their audience and encouraging them to interact with them as a brand, however we’re intrigued to see how the storyline will go whilst being left in the hands of the public…
American Express has partnered up with fashion photographer Nick Knight to launch their new #MySecretCity Twitter campaign. With a focus on ‘hidden inspiration’, the collaboration will see Knight showcasing his favourite locations in West London, and posting the real-time content on to the Amex Twitter account. The idea links back to AE’s “Realise the Potential” campaign, where they’ve teamed up with the UK’s top bloggers to showcase London’s most inspirational places on a map on Pinterest. The campaign aims to amplify London’s potential as a city and encourage more people to appreciate what the Capital has to offer. Find out more here.
Heineken joined the Gay Pride celebrations this month by launching their #LikeForLove campaign on Instagram. The campaign consists of seven images, six of which include couples that are stood in front of a striking background that forms into a digital Pride flag when scrolling through the page. Each couple is also positioned to stand on each side of the photo frame, so that when followers double tap the image, the Instagram heart forms in between them. To drive traffic to the app, the images are also being featured on their other social sites. With Instagram currently being a predominant social channel for brands , we think it’s a great platform choice for Heineken to present their campaign, whilst also using their inbuilt features in a cute and clever way. #LikeForLove may also increase Heineken’s gay following, with recent social studies proving that brands benefit from supporting equality.
Have you seen Lexus’ new advert? The commercial, launched this week to promote the companies global STROBE campaign, features a sequence of individual ‘Lightmen’ sprinting over the streets of Kuala Lumpur. The innovative advert was created using stuntment dressed in specially-designed LED light suits featuring 1,680 computer-controlled bulbs. CHI&Partners worked with Adam Berg of Stink Productions to create the spectacle, with The Social Practice handling online coverage in influential places such as Mashable and Gizmodo. Check out the behind the scenes videos here.
Slingshot is the latest app to be released by Facebook, allowing users to converse with each other by taking and sharing photos and videos. Once taken, you’re able to get creative with the ability to draw over, add text and even add music. The app is an obvious competitor to Snapchat, but Facebook has differentiated the two by users only being allowed to view slingshots by sharing their own first, making everybody get involved. However, we think this mechanic may put people off using the app, as some may not want to share what they’re doing at that moment in time. Slingshot hasn’t been released in the UK yet, but we’re intrigued to see if users choose this over its other competitors.
Luis Suarez’s bite against Italian defender Giorgio Chiellini during the Uruguay vs. Italy game gave brands the ultimate real time story to get their teeth into. Viewed live by millions of football fans, the incident drew a great deal of attention on social media too, in particular Twitter, with over 340,000 mentions on the site within an hour after it took place. Sticking to the theme of ‘bite this, not a footballer’, brands competed for the title of the funniest tweet, with Snickers and Nando’s receiving the best responses so far. This is a great example of real time marketing, demonstrating how brands can respond quickly to live events, reaching a huge number of people.
Wimbledon is taking social media by storm this year by using Grabyo to provide live replays and reactions from fans on Twitter. User generated content including tweets, photos and votes are what’s making this so special. They’re being shared on Henman Hill, with the onsite audience being encouraged to interact. The hashtag #WelcomeBackAndy was also pushed throughout Murray’s first match, with incentives for fans for taking part. Using Twitter as their main social platform enables organisers to take full advantage of the trending hashtag and actually engage with fans, rather than just simply tweeting about it. Only 500,000 people get to come to Wimbledon, so the idea behind this social campaign enables the rest of the 20 million digital viewers elsewhere to become a part of the experience as well.
Twitter has taken it’s brand new toy, the Dronie, to play with at this years Cannes Lions International Advertising Festival in Southern France. The Dronie allows Twitter to take overhead videos by flying in and out of events. Twitter has already put this new technology to the test by taking footage of celebrities and Twitter staff socialising at the festival, creating the ultimate selfie video at unnerving heights. The videos have been posted on their Vine and Twitter page, with one of the first featuring Sir Patrick Stewart. This is a great way of generating unique, innovative viewing footage of the festival which really stands out from all of the other Cannes content. A word of warning though, it’s not for those who suffer from vertigo!