Hasta La Creative!

UPDATE 2: The truth (or as close as the Internet gets to the truth) is finally revealed. This whole fracas was a prank by comedian Randy Liedtke and (we're guessing) podcasting partner Brendon Walsh, whom you can see in a screenshot below retweeting @Pace_Foods posts all the way back in August. The man at the center of this weekend's hilarity, comedian Kyle Kinane, says he wasn't in on it, but we'll let you be the judge of that.

Welp, I done been had. Master prankster @randyliedtke got me. Got questions? Ask him. Sorry. I wanted it to be real too.

— Kyle Kinane (@kylekinane) December 2, 2013

UPDATE 1: Pace Foods owner Campbell Soup Co. has said on Twitter today that the Pace account was "not authorized," though it's unclear what that means, since the account seems to have been actively marketing the brand for a long while. However, there is the possibility that the messages supposedly received by Kyle Kinane in the exchange below could have been faked by him for laughs. See more updates at the bottom of this item.

Original item here:

There are Twitter brand disasters, and then there are all-out Twitter brand implosions with a gravitational force so great, they seem to suck in all light and matter in the universe. This weekend, Pace salsa had the latter.

(Warning: NSFW language is nigh.)

Comedian Kyle Kinane noticed that Pace's Twitter account had favorited an old tweet of his actually mocking the product, so he decided to test whether the brand was using a bot to follow any mention, positive or negative. It was. So, he began making all sorts of obscenity-filled and insulting posts about the salsa, which just kept favoriting each one.

Pace, you might want to pay a human being to run your account. pic.twitter.com/VJro7FRB6L— Kyle Kinane (@kylekinane) December 1, 2013

WELL BOY-HOWDY!!! pic.twitter.com/ESUcilH0uD— Kyle Kinane (@kylekinane) December 1, 2013

Eventually the brand seemed to turn off the bot and apologized for "technical problems with our Twitter account."

I was never part of the 99% movement, but this morning we shut down big salsa! Cheers! pic.twitter.com/3s9RaizGVW— Kyle Kinane (@kylekinane) December 1, 2013

Kinane, however, continued to prod at Pace, mocking their requests for a ceasefire and posting screenshots of the brand's increasingly desperate direct messages to him. One rep warns him (unironically) that "blackmail for salsa is still blackmail," and just when an armistice seemed to be at hand, a Pace rep told Kinane that his comments were "bull crap." That employee was "sent home early," another explained.

Well well, @Pace_Foods, is the player becoming the played? I say GAME ON. pic.twitter.com/jzc9xBO1OE— Kyle Kinane (@kylekinane) December 1, 2013

Eventually the brand opted for the nuclear option and simply closed down its Twitter page.

For the full blow-by-blow, be sure to check out Huffington Post's comprehensive recap of the whole sordid affair.

UPDATE: Here's the rather cryptic tweet from Campbell Soup Co., parent company of Pace Foods, implying the salsa account was a fake:

@rossluippold Pace Foods does not have a twitter handle and the account was not authorized. We wish Miles luck though!— Campbell Soup Co (@CampbellSoupCo) December 2, 2013

However, posts from the @Pace_Foods account go back months at least, and it seems to have been pretty active. The screenshot below from August also seems to imply it was run by a firm also posting social updates for Band-Aid (on an account that's also been suspended):

Same social media intern, @Band_Aid_Brand and @Pace_Foods? Caught! #booboosfornewyorkcity @brendonwalsh pic.twitter.com/dc98t17JGm — WOATS Oatsnack (@woatsnack) August 21, 2013

So Campbell's definition of an unauthorized account might simply mean that it was run by an outside agency (with an emphasis on "was"). Of course, the account being real doesn't automatically mean that the messages to Kinane were real.

Hats off to David Zaleski at iMedia Connection for capturing a serious topic in a humorous way.

Zaleski says at the end of his video lashing that there’s no need for social media managers. I wouldn’t go that far, but statistics do point to a downward trend. According to newly released stats from career site Indeed.com, growth in positions with the title “social media manager” slowed to 50% in the past year, a dramatic decline from recent years, when triple and even quadruple digit growth was commonplace.

Ryan Holmes, CEO of HootSuite, believes the decline in social media managers indicates a sea change in the way that social media itself is used within organizations. Once the exclusive domain of digital gurus, Twitter, Facebook, and other tools are gradually becoming everyone’s responsibility.

To my mind, everyone’s responsibility means a shared responsibility. Brands do in fact need agency partners who live and breathe digital media to develop a strategic framework and help guide the discussion online. Brands also need people inside the company to step up and field customer requests when they come in via social, and to help deliver “real news” from inside the company.

Social is about real people and real voices — when a skilled staffer or team of staffers takes on social media marketing responsibilities, the authentic voice that comes through is impossible to fake or replicate and that’s worth a lot.

The post For Modern Brands, Social Media Marketing Is A Shared Responsibility appeared first on AdPulp.

JPMorgan Chase & Co intended to use Twitter today for thought leadership purposes.

Using the hashtag #AskJPM, interested parties were invited to send questions in advance of the session set for Thursday at 1 p.m. in New York.

$JPM VC Jimmy Lee is taking over @JPMorgan on 11/14 at 1pm ET. Tweet Qs using #AskJPM & learn more about him here: http://t.co/eTDT8pJeq8

— J.P. Morgan (@jpmorgan) November 13, 2013

The bank was going to make one of its star bankers available for a live Q&A, but when negative Tweets starting rolling in like waves, the marketing team at the bank shut the event down.

Tomorrow's Q&A is cancelled. Bad Idea. Back to the drawing board.

— J.P. Morgan (@jpmorgan) November 14, 2013

This episode nicely illustrates the difference between what the people who work for the bank or its agencies think and feel about the brand, compared to what people on the street think and feel.

Given that a flare up like this is a rich educational experience for the brand, I would advise The House of Morgan to keep their scheduled Twitter chat and to carry on. It’s the difficult path for sure, but choosing to not engage sends the wrong message, making a bad situation worse.

In the face of a Tweet storm, you can run and hide or you can show some resolve, patience and balance.

The post #AskJPM Backfires, House of Morgan Cancels Tweet Chat appeared first on AdPulp.

Em agosto passado, a Nike lançou um comercial para o Boca Juniors que retratava o ritual de batismo dos jogadores. Os novatos, quando entram como titulares, precisavam raspar a cabeça. Porém, para mostrar que no Boca todos jogam que se fosse a primeira vez, os veteranos também passam pelo mesmo procedimento.

A BBDO Argentina levou o mesmo conceito para o Twitter, utilizando o perfil do Burrito Martinez – que na época do Corinthians não fazia nada – como prova da disposição de começar de novo. Todos os mais de 92 mil seguidores do jogador foram apagados, seguido de um tweet dizendo que ele se esforçaria no campo para recuperar todos de volta.

O video-case acima resume a ação, que é bem simples, mas uma bom exemplo de transposição do conceito do comercial para redes sociais.

Post originalmente publicado no Brainstorm #9
Twitter | Facebook | Contato | Anuncie

Though three-quarters of its users are outside the United States, only a modest portion of its ad revenue is generated there. But it’s growing fast.

Ontem no fim do dia, o Twitter introduziu mudanças para tornar a timeline dos usuários mais visual. Não é preciso mais clicar em um link para ver uma foto, por exemplo, pois as imagens agora aparecem diretamente no stream. Os ícones de reply, retweet e favorito passam a ficar sempre aparentes. O redesign funciona tanto para os aplicativos oficiais, como na versão web.

Muita gente não gostou das alterações, por achar que polui a timeline e/ou pelo risco de ter imagens NSFW aparecendo sem a necessidade de um clique. Pelo menos para os aplicativos, existe a possibilidade de desabilitar o preview de imagens. Basta optar nas Configurações. Já na web, não há escolha.

Alguns comentários dizem que isso é o Twitter querendo ser mais Facebook. Talvez, mas a verdade é que são mudanças que terão impacto imediato na publicidade. Com fotos diretamente nas timelines, o Twitter tem agora praticamente um formato de mídia display.

Você já pode ver o redesign diretamente no seu Twitter, mas o Vine abaixo demonstra a diferença. Ah, e um detalhe. O preview não funciona para fotos e vídeos do Instagram. Já virou pessoal.

Post originalmente publicado no Brainstorm #9
Twitter | Facebook | Contato | Anuncie

Mr. Farrow, 25, the son of Mia Farrow, already has the résumé of someone twice his age and in the last year has come into his own as a public figure.

A phone conversation between Michael V. Hayden, a former head of the National Security Agency, and three journalists was overheard and tweeted about by a fellow train passenger.

Ms. Schiller, chief digital officer for NBC News, will oversee partnerships between Twitter and news organizations like NBC and NPR.

The past few years have seen many a regrettable tweet from supposedly professional companies, but this one just might be the most cringe-worthy of them all. This morning, the Atlanta Journal Constitution posted a tweet saying, "$1M GA Lottery winner Willie Lynch can get 40 acres and a whole lotta mules."

The tweet linked to a brief article on lottery winners, which did not include any sort of "40 acres and a mule" reference. The phrase refers to a post-Civil War proposal to help freed slaves begin new lives by giving them land previously held by whites. Such proposals became a source of bitterness among black Southerners when the policies were reversed shortly after the war.

New York magazine's website reports that the tweet was soon deleted and that "a spokesperson at the Atlanta Journal-Constitution was unaware of the message and is now trying to figure out why it happened." An apology has been posted, which you can see below.