Hasta La Creative!

You’ve heard of Vine, right? Of course you have–and we’ll go out on a sturdy limb in suggesting that most of our readers probably don’t think of Twitter’s six-second loop tool as the Next Big Thing in digital marketing.

This week, however, the company unveiled the latest step in its campaign to appeal to those of the agency persuasion: loop counts.

What does that alien phrase mean? Metrics to measure how many times people have clicked on given “vines” have been around for a while, but this one tells us how many times a given clip has looped–and it somehow controls for the “open tab” factor as well. The idea is that viewers will watch the most compelling Vines loop repeatedly, thereby increasing brand retention, etc.

In short, we can now get a better sense of how much Vine campaigns are worth–and, given recent agency trends focusing on more accurate measurement for social media campaigns, some think that this means more shops will have to take Vine seriously.

A few marketing experts weigh in after the jump.

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Wieden+Kennedy New York has rolled out two timely social campaigns for Heineken: “#BrazilianNoShow” and “Like for Love.”

“#BrazilianNoShow,” as you might have guessed, is a World Cup-related campaign. W+K New York and Heineken are “challenging CMOs, bosses, and people across America to give their employees time off to watch a game, with their new challenge #BrazilianNoShow!” The idea followed Team USA’s unexpected win against Ghana in their opening game, but is as relevant as ever following the team’s advancement past the group stage. Since game times coincide with the work day here in the U.S., Heineken CMO Nuno Teles appears (video above) to implore American workers and bosses to play hooky and support their team — after all, this opportunity only comes along once every four years.

“Like for Love” sees Heineken supporting Gay Pride Month by “encouraging consumers to ‘spread love’ through the ubiquitous double tap on Instagram, using six photos of real couples to create an interactive virtual Pride flag right in users’ feeds.” The real couple photos all have a single color background, but create an interactive, virtual Pride flag users’ feeds after they are liked. Stick around for credits after the jump. (more…)

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DigitasLBi and Tide leveraged Twitter’s two-month-old pinned tweet feature to highlight a new Game of Thrones themed infographic, Adweek reports, the latest sign that the brand isn’t afraid of a little blood.

Blood, of course, was the number one stain for the fourth season based on George R.R. Martin’s A Song of Ice and Fire series, with a whopping 530 stains (as the infographic shows). That’s enough to finish well ahead of the runner up, dirt, which comes in at 156. The infographic also shows the “Most Used Stain Makers” — nail/cross, followed by sword — and a slew of least used stain makers that nontheless left a lasting impression (and probably never came out), such as mammoth, wolf, and a frying pan. Tide’s infographic ran with the title “A Season of Stains,” while referring viewers to Tide’s Stain Brain app. It was a fun diversion for fans of the show (who isn’t?) and has thus far received 1,351 retweets and 1,575 favorites. The infographic follows in the spirit of Tide’s Carrie-themed Halloween Vine video and last summer’s Vine for Shark Week, positioning the brand as the antidote to bloody messes. As Adweek pointed out, this makes a lot of sense for a brand attempting to appeal to parents, for whom blood and grass stains (which accounted for just one of the Game of Thrones stains this season) are an everyday reality.

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McCann New York and Lucky Charms have embraced the rainbow with a new social campaign for LGBT Pride Month.

The feel-good campaign, entitled “#LuckyToBe,” encourages people to use that hashtag to share what makes them unique and what makes them feel lucky. McCann’s accompanying video (featured above) introduces the hashtag while celebrating diversity. “We don’t all look the same, believe the same things, or love the same people. And that’s a good thing,” appears on screen in white text, accompanied by Lucky Charm’s colorful marshmallows. It’s a positive message, and people seem to be responding — including GLAAD, who posted about the campaign on their blog. You can see what people are saying using the #LuckyToBe hashtag on the campaign landing site, and stick around for credits after the jump. continued…

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USA Today named Movement Strategy its soial agency today. They will be responsible for the conceptualization and creation of social branding and channel content that emobdying USA Today’s “Smarter. Faster. More Colorful” brand position.

Jill Engle, vice president of marketing at USA Today said that the brand was “excited about the relationship and working with Movement Strategy to capture social moments for our readers.”

“We are honored that USA TODAY has decided to place its trust in us,”said Jason Mitchell, co-founder of Movement Strategy. “Being given the chance to go over and above this iconic brand’s expectations with our social campaigns and channel content is fantastically exciting.”

USA Today will join Movement Strategy’s growing list of clients, which includes A&E Networks, Nickelodeon, LAN – TAM Airlines, and numerous NBA and NFL teams.

New Career Opportunities Daily: The best jobs in media.

PVH Corp. has appointed global social media agency We Are Social to manage and consult on all social media activity for the apparel company’s Van Heusen and IZOD brands in North America. PVH Corp. also owns and operates the Calvin Klein and Tommy Hilfiger brands worldwide, which are not undergoing any agency change.

“Both the Van Heusen and IZOD brands have long histories and remain in demand because we continue to promote them in ways that are current and relevant to consumers,” said Anthony Trama, senior vice president of creative services, PVH Heritage Brands. “Social media increasingly plays an important role in each brand’s ability to drive incremental growth, and we look forward to partnering with We Are Social to help take our brands to the next level.”

“The Van Heusen and IZOD brands have great stories to tell, based on the combination of authentic American heritage and contemporary appeal,” added Leila Thabet, managing director, We Are Social US.  “We’ll work in partnership with the brand team to bring each brand’s story to life within social media.  This begins by developing an understanding of their respective audiences, including online behavior habits, which will then allow us to create engagement strategies driven by these insights.”

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I have never been a fan of anonymous content. I rarely point to it. But today is a new day. The latest in Digiday’s series of anonymous reports from inside the agency business—Confessions of a social media strategist—is worth a careful read.

The anonymous writer works at one of “the leading digital agencies in New York.” The critic claims that social departments place too much value on engagement, and “the other abhorrent trend has been the pathetic attempt by brands to ‘keep relevant’.”

Here’s a selection of random Tweets that fit the writer’s definition of over-emphasis on the trivial.

Happy National Hamburger Day AKA best holiday ever! Hungry yet? #sullivansisland #chseats pic.twitter.com/vHYOTMkgYj

— Poe’s Tavern (@PoesTavern) May 28, 2014

It’s National Hamburger Day! DYK, the world’s largest burger was 3,591 pounds? @thelatintimes http://t.co/UONbFbWUS0 #nationalburgerday…

— Del Monte Fresh (@DelMonteFresh) May 28, 2014

Retweet if you think Whataburger should be the official burger of #NationalHamburgerDay pic.twitter.com/A1DddfWHOi

— Whataburger® (@Whataburger) May 28, 2014

By the way, today is National Hamburger Day.

I believe there is merit to the complaints above. However, I do know how deafening the silence can be in social channels, and what it feels like to wonder if anyone is out there listening. The answer is yes, someone is out there listening. Maybe a friend, maybe not.

In brand communications terms, the goal is to make genuine connections with real customers and prospects, in person and again via interactive media. When there are no “Likes,” and no comments, it sure seems like there is no interest. That’s the human response, but is it true from a marcom perspective?

You tell me.

The anonymous writer working at “one of the leading digital agencies in New York” wonders if he/she has wasted the last four years of life by working in social media. I’ve been working in #SMM for much longer, so if it is wasted time producing meaningless ephemera, that would truly suck.

My read is engagement is primarily a feel good metric. Naturally, we all enjoy feel good metrics when they work in our favor. That’s why people obsess over follower counts and game the system by purchasing followers. Follower counts are feel good metrics that you can wear as a badge.

In related news, Todd Wasserman of Mashable notes:

These are weird times for the advertising world. TV is still where the money is, but the creative momentum has shifted to digital to the point where no one cares about your $100 million spend anymore, though they’re fascinated about the gratis thing you’re doing on Snapchat.

I am unclear who the people are that don’t care about TV and do care about Snapchat. Is it the clients? I’m pretty sure the clients care about all the money they spend. Is it the creatives? I’m pretty sure they care about making TV. It must be the consumers of branded media that no longer care about TV spots, because they’re busy sending pics that disappear on Snapchat. Maybe no one cares.

Okay, can we reasonably conclude that social media marketing needs to be improved? I think so. Just as all marketing needs to be improved.

The post Today Is National Hamburger Day. Tweet It Twice. appeared first on AdPulp.

Mashable’s Todd Wasserman believes the ad industry’s “state of flux has swung open the doors for entrepreneurs, usual refugees from big agencies looking to capitalize on new opportunities.” Hey, I can identify with that.

Wasserman points to three new types of ad agencies, including the viral video factory. He argues that it is impossible to create a viral video, but then points to an agency that does so consistently.

New York-based Thinkmodo has had viral hit after viral hit including “Bubba’s Hovercraft,” “Flying People” and, most recently “Devil Baby,” which have all racked up millions of views.

The aforementioned “Bubbba’s Hover” was commissioned by Oakley Sunglasses. The video has been viewed 8,547,837 times on YouTube in just over a year.

Thinkmodo cranks out the hits despite a staff of just three.

In related news, social media agency Huge took 45 days to plan, create, approve, and publish a corporate social-media post, according to Business Insider.

Here’s the agency’s real-time reply to the absurdity of BI’s claim, delivered in a Tweet from the client in question, President Cheese:

While our Camembert may take 45 days to age, this tweet certainly didn’t!

— President Cheese (@presidentcheese) May 27, 2014

The fact is a lot of work goes on behind the scenes in advertising, whether its TV production, viral videos, print, radio or social media that’s being made, approved and run.

Take the 30-second commercial—the person watching can not possibly conceive of the thousands of hours and dozens of people behind the idea, and all it takes to bring it to life. Putting up a Tweet is simpler and happens a lot faster for a lot less money. At the same time, big brands like a team of professional writers, strategists, designers and data scientists to make things for them. These agency teams need to meet to discuss the research, meet again to go over the strategy, before meeting again in smaller groups to concept new campaign ideas, which will then be presented internally and again externally before the day-to-day execution of writing Tweets begins.

The post Viewer Counts In The Millions—An Impressive New Agency Credential appeared first on AdPulp.

Talvez você já tenha percebido esse comportamento, mas agora os dados comprovam. Segundo uma pesquisa feita pelo IAB em parceria com o instituto de pesquisa GfK, os norte-americanos gastam grande parte do seu tempo online conferindo o Facebook e o Twitter: eles investem em média 37 minutos diários conferindo redes sociais na web, e cerca de 29 minutos por dia organizando seus emails.

O consumo de vídeo online, que inclui tanto programas de TV disponíveis na internet, filmes,  vídeos amadores ou curtas para plataformas online – aparece na 3ª colocação, abocanhando 23 minutos diários de atenção, seguido pelas buscas (23 minutos), jogos online (19 minutos) e blogs (8 minutos).

O tempo investido na leitura de jornais e revistas online é surpreendentemente baixo – os webspectadores ficam cerca de 5 minutos em sites de jornais digitais e em média 3 minutos lendo algum artigo em revistas online.

O estudo também destacou que o tempo diário gasto com TV sofreu consistentes quedas – saiu de 5:27 minutos em 2010 para 5:03 minutos em 2013 – enquanto a internet têm ganhado cada vez mais atenção, saindo de 24% dos minutos investidos em mídia em 2010 para 28% em 2013.

O relatório completo pode ser conferido no site do IAB.

Post originalmente publicado no Brainstorm #9
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To generate excitement for Honda’s upcoming “Fastest Seat in Sports” sweepstakes offering entrants a chance to ride along with Mario Andretti, RPA Andretti went around annoying people going about their everyday business with “slow citations” for doing things too slowly.

RPA and Honda just released footage of the stunt (featured above), which follows the “Honda Speed Control” as they issue these citations to unsuspecting civilians. Three additional “slow citation” videos will be released preceding the end of the sweepstakes on August 6th. Additionally, RPA will be issuing “slow citations” to unsuspecting brands or products that are too slow on Twitter.

“Honda is leveraging one of the most exciting opportunities in all of sports fandom—the opportunity to win a ride in the Honda two-seat Indy Car driven by Andretti—to broaden awareness of this incredible sweepstakes,” said Susie Rossick, senior manager at American Honda Motor Co., Inc. “This humorous video and social effort give us the opportunity to bring attention to Honda’s racing spirit and the advanced technology and performance found in all of our Honda vehicles.”

Stick around for credits after the jump. continued…

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