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McDonald’s creates a marketing strategy where they tweet about advertisements seen during the game to drive fan engagement with the McDonald’s Twitter page.
From website: “We aimed to reach second screen Super Bowl viewers, which included both advocates and skeptics of McDonald's. We set out to create a value exchange to demonstrate through action how a little more lovin' could change a lot, showing lovin' toward our consumers, other brands and competitors alike. We knew, however, that every brand, regardless of their Super Bowl advertiser status, would be out in full force. It would be a battle of creativity and cleverness – a real-time attempt to outdo the messaging and media muscle that brands were bringing to the table. We decided that instead of chasing the Oreo, hoping for the perfect in-game event, we would create that event. We would bring the blackout. So, on the one day that the general public actually cares about commercials, we showed lovin' to the other advertisers. ALL of them. As brands aired spots, we sent positive tweets about each commercial while also giving away EVERY SINGLE PRODUCT the brands were advertising. Entering to win prizes was as easy as retweeting our lovin' posts: simple, native and free of mechanical complexity. The results speak for themselves.”
Source: Shorty Industry Awards

M&M’s engages with Millenial and Gen-Z audiences by enlisting social media star Nash Grier to participate in a product giveaway and develop social media content.
From the website: “But just how do you have a 17-year-old with over 33MM combined social media millions of fans give away one million tastes in real life? Timing, location and, of course, social media. By utilizing M&M'S owned social channels and Nash's vast fan base, we teased the event via Twitter and Facebook and within minutes were flooded with excited responses. By withholding the event location until three hours before Nash's appearance, we continued to build up the suspense for his fans, eventually resulting in over two thousand screaming teenagers (and their parents…) in attendance to get their taste of M&M'S Crispy. And those fans at home didn't miss out either – we sent premium "Nash baskets" to a handful of his biggest fans with memorabilia, M&M'S Crispy and a signed #NashHasCrispy t-shirt.”
Source: Shorty Industry Awards

In an attempt to re-brand its image as an old and out-of-touch company, Arby’s tweeted a comical tweet at Jon Stewart and drove fan engagement up exponentially.
From website: “For two years, Arby's was the recipient of constant ribbing from Jon Stewart that ranged from Arby's food causing diarrhea to being a representation of everything Jon considered to be outdated and dim witted. Other marketers that had been the butt of Jon Stewart's jokes in the past had sent "cease and desist" letters or threatened to pull advertising from the network. Arby's saw it differently, as an opportunity. The strategy was to be patient: wait for the right moment to respond with a sense of humor that fans of Jon Stewart would embrace and appreciate. After almost two years of jokes, Jon Stewart provided Arby's with the perfect opportunity to respond. In February 2015, Jon Stewart announced he would be retiring as host of The Daily Show. Arby's extended a tongue-in-cheek tweet to Stewart, in the form of a job offer. Jon, feel free to reach out to us at [email protected]
Source: Shorty Industry Awards

Coca-Cola partnered with MTV to spark social media conversations between millenials with the“Share-a-Coke” campaign.
From the website: “Objectives and goals of the MTV & Coca-Cola partnership around the 2015 MTV Fandom Awards included: GENERATE EXCITEMENT AND ROBUST SOCIAL CONVERSATION AMONG MILLENIALS: Celebrating the unique personalization of names on Coke products, sharing, and 'togetherness' to embody Coke's "Share-a-Coke" campaign vision. SPARK AN AUTHENTIC & EMOTIONAL CONNECTION WITH MILLENNIALS: Create a personalized fan experience through social engagement and participation around what they're most passionate about. REACH FANS EVERYWHERE…WITH A PLATFORM-INTENTIONAL APPROACH: Leverage multi-channel activation to deliver mass awareness – delivering quality content at scale and igniting social dialogue within environments where fans are creating, consuming, and sharing content/media.”
Source: Shorty Industry Awards

Domino’s connects with customers on social media by partnering with VH1 to to highlight how ordering pizza has changed from the 90s to present day.
From the website: “Building off the 90s nostalgia found in VH1's scripted series, Hindsight, Domino's season-long partnership of the show drove social conversation around the overarching thematic of comparing life in the #90sVsNow – a multi-platform integrated marketing program that promoted Domino's advanced ordering technology. As the first social-influencer powered program on VH1 (and Domino's first foray into the social sphere), the campaign included on-air custom vignettes highlighting the process of ordering Domino's in 1995 versus 2015, social TV integrations via lower thirds, #90sVsNow digital content created by social talent, robust social promotion on VH1's social networks, and real time social marketing. We selected social stars across the pop culture, comedy, relationships, and fashion categories that brought their authentic voice to the #90sVsNow campaign via engaging digital content living on their YouTube channels. Each video included a Domino's verbal mention and end slate, with select videos including creative Domino's integrations into the sketches.”
Source: Shorty Industry Awards



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