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When Oreo placed its Dunk in the Dark ad in social media channels immediately following the power outage during the Super Bowl, real-time marketing was brought to the forefront of the marketing community. David Berkowitz, then-director of emerging media at Oreo agency 360i (and now CMO at MRY), stressed that care must be taken to properly collaborate with key decision makers in order for real-time marketing efforts such as Dunk in the Dark to be successful.
To move at the speeds required by real-time marketing, you need fast-moving teams powered by key decision makers and you need collaboration processes firmly in place. There is no time for lengthy approval processes.
- Bar Refaeli strips down to her lingerie again for a new Passionista ad campaign.
- This Digiday article explores the belief among young agency employees that it's the agency itself which causes them to job hop so much because staying doesn't allow them to move ahead. People...same shit, different decade. Nothing has changed in 30 years.
- Apple's new ad campaign isn't impressing the critics nor the public.
- The Sun has rounded up what they deem to be the sexiest TV ads of all time, all of which have been covered here on Adrants over the years (Except the 1992 Cindy Crawford Pepsi ad as that was before our time.)
- Social media erupted with joy yesterday in reaction to the Supreme Court's decision to strike down the Defense of Marriage Act and California's Proposition 8.
Nielsen's SocialGuide has launched a new weekly analysis of Twitter-related social media activity in relationship to 240 TV channels. Topping the charts this past week with over one million tweets was, of course, the Nik Wallenda Grand Canyon crossing. Rounding out the top ten were Pretty Little Liars, The Voice, Love&Hip Hop:Atlanta, Teen Wolf, WWE, The Voice Final Performances, The Wanted Life, Girl Code Compliments and Gril Code Public Displays of Affection.
In reaction to a recent survey of 7,000 U.S. mothers which found 42% suffer from "Pinterest stress," Planet Fitness, purveyor of the Judgement Free Zone and No Gymtimidation philosophy, aims to help de-stress the web with No Pintimidation.
It's a Pinterest-based effort that starts by pinning perfectly imperfect images that people can feel good about. The effort was developed with Philly-based agency, Red Tettemer + Partners.
Sharing, sharing, sharing. It's all the rage right now among brands that have discovered the power of social media and what it can do for them. But is there such a thing as oversharing? Can a brand become too active in social media channels for its own good? Can this harm any bond that has been made between consumer and brand?
Author, speaker and social media consultant C.C. Chapman weighs in on that dilemma: "Everyone assumes there is a magic formula to answer this question and the truth is that there isn't. I have years of experience developing award-winning content for clients and for myself and the one thing I know is that if it is one piece of content or a million, it doesn't matter if it does not create an emotional response from your hoped-for audience. If what is created doesn't educate, entertain or inspire them, then nothing else matters."
And so it would seem, oversharing is relative and to be determined based on a individual situations in which the brand participates - as well as how that content connects with a brand's audience. A slippery slope of sorts.
Twitter taught us we can communicate in 140 characters, Vine taught us that we can communicate in six seconds, the average number of words used in Facebook comments is eight and the length of consumer interaction with a brand online continues to decrease.
Building off the insight that, in today's landscape of content surplus -- coupled with serious attention deficit disorder -- lightweight and digestible content appears to be the best way to reach consumers. Acknowledging this scenarios, Visa has launched a new campaign that signifies the company's mission to be "social at the core." It's called #GoInSix.
Following its recent preferred ad position deal with Starcom MediaVest in April, Twitter has signed a deal with WPP. The deal will enable WPP and it operating units -- GroupM, Kantar, Wunderman and others -- to access Twitter's treasure trove of data and incorporate it into WPP media and analytics platforms.
Of the deal, WPP CEO Martin Sorrell said, "Twitter's relevance continues to grow - not only as a social platform, but also as a window into consumer attitudes and behaviour in real time. We are delighted to announce this very wide-ranging strategic partnership and to ensure that Twitter data is a key ingredient in many of our disciplines. We look forward to leveraging the platform in a variety of ways for our clients around the world."
The deal fuels Twitter move into the Big Data space and its deepening marriage with the marketing and advertising community.
Philadelphia-based Red Tettemer + Partners teamed with filmmaker and "Vine star" (is there such a thing yet?) to create 10 Vines to highlight Tub Gin. The first three Vines, The Concoction, Drinkin's Gin and Shootin' Stuff and TuB Gin Mambo can be seen by following @tubGin on Twitter or below. Though with just 277 followers (278 now that we followed them), not many people are going to see this.
In reaction to social media outrage over McDonald's discontinuing its Angus Third Pounder burger line, Carl's Jr and Hardee's CEO Andy Puzder offered his sympathy to McDonald's customers in an open letter that ran in USA Today and The Wall Street Journal. Coming to the aid of disgruntled and distraught McDonald's diners, Puzder is offering people a $1 off coupon for Carl's Jr.'s and Hardee's' 100% Black Angus Six Dollar Burger. The coupon can be downloaded at ReclaimYourAngus.