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Video is a powerful way for businesses to share their brand message. With its emotional draw, video can be uniquely compelling and personal, especially on mobile devices. And people are watching more and more of it—100 million hours of video are watched on Facebook every day.  Video viewing time on Instagram has increased by more than 40 percent in the last six months. But Facebook and Instagram are only the beginning.Advertisers want their videos to reach more of the right people in more places. That’s why today we’re extending Audience Network to include videos from advertisers looking to drive brand outcomes. Now, in addition to watching these videos on Facebook and Instagram, people will view them on the other apps and sites where they spend their time. Introduced two years ago, the Audience Network is a collection of apps and sites that advertisers can use to extend the reach of their Facebook and Instagram ads. These third-party apps and sites have a wide reach and account for nearly six percent of time spent on US mobile.3 The Audience Network has historically focused on direct response ads, both image and video, but now, it offers a solution that optimizes results for marketers focused on brand awareness and recall.  “Facebook’s Audience Network has allowed us to see cost effectiveness and extend the reach of our Facebook video view campaigns. The introduction of new video formats that support brand objectives—like video views—means more people can enjoy Jack in the Box video content on more apps and sites than ever before.” — Rah Mahtani, Social Media Manager, Jack in the Box.
Source: Facebook

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



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