News on digital food marketing since our report was released.
Click below to explore the archive of digital marketing targeting children and youth. You can search the archive by company, brand, product, type of marketing, and by date.
|Dr Pepper sponsorship of Batman v Superman drives audience affinity
With the massive popularity of the super hero movie genre, Batman v. Superman: Dawn of Justice was one of the most anticipated movies of 2016. Not only did Ben Affleck take over as the new Batman, but it also setup the foundation for future Justice League films and introduced other popular characters such as Wonder Woman, Aquaman, and the Flash to the DC movie universe. The Dr Pepper Snapple Group looked to gain traction with this audience by teaming up with Warner Bros. to sponsor the film. The partnership had multiple components: Dr Pepper bottles and cans with Batman v Super logos and characters, a $5 off ticket promotion, and even product placement in the film. The investment was a major one for the soft drink brand, but also one that can be difficult to quantify. Overall sales lift can provide some indication of the performance of the partnership, but this could be contributed to many different campaigns in market. An additional KPI for measuring campaign success is TrueAffinity™ by AffinityAnswers. TrueAffinity is the first brand interaction metric that indicates the strength of active, social engagement between brands’ audiences over time. The higher the score, the more receptive one brand’s audience is to messaging and content from another brand.
Date of Publication: 02/28/2017
Source: Affinity Answers?
|#KITKATCHALLENGE musical.ly campaign
Objective In November 2016, Kit Kat partnered with musical.ly and their agency Collab to launch a program to promote the four-day musical #KitKatChallenge, an extension of Anomaly's Chance the (W)rapper campaign that remixed the classic Kit Kat jingle. It was the first brand integration for musical.ly with an iconic chocolate brand, and non-beverage CPG brand. The goal of the program was for The Hershey Company to test how one of their lead brands could leverage a rising, innovative platform to further connect with the young millennial/gen z audience, enhance their consumer comms strategy, generate owned learnings, and apply those insights towards the rest of their brand portfolio. Strategy Kit Kat and musical.ly are a natural fit. Kit Kat's audience is passionate about music, rabid creators & consumers of social content, and over-index as first movers on new social platforms. To execute the campaign, musical.ly's creative agency, digital talent network and entertainment studio Collab, coordinated with the brand and their creative agency Anomaly to create a four-day campaign that commenced on Thanksgiving Day. The team specifically chose the Thanksgiving time-frame because it's a heavy traffic time for the app, with the brand's target off for the holidays and looking for ways to entertain themselves. Collab worked with Anomaly to identify two influencers that appeal to the Kit Kat target, and possess the comedic timing and cultural impact to launch the idea: fashionista Allicattt (2.6M), and parody master Bart Baker (4.6M). Allicattt and Bart were tasked with sparking the #KITKATCHALLENGE by creating humorous call-to-action videos encouraging users to take a break, and show off their own original take on the Kit Kat jingle sung by Chance The Rapper. Tens of thousands of users generated funny and clever videos over the holiday, from work-out breaks to family skits. Results The #KitKatChallenge surpassed metric goals, garnering over 96 million campaign views, and the following cumulative results: - 60,000 total challenge submissions on musical.ly, exceeding the campaign team's goal by 20,000 videos - 1.6 million views on sponsored videos - 21.7 million views on challenge submissions - 26.2 million non-video impressions, including views of trending tag page, custom challenge page, and Kit Kat's song by Chance the Rapper - It was the most successful brand campaign that ran on musical.ly for less than 7 days.
Date of Publication: 02/17/2017
Source: Shorty Industry Awards?
|Pizza Hut & Rooster Teeth Live Events Program
Objective The goals and objectives for the 2016 partnership were to grow Pizza Hut's presence within the gaming community and to encourage social engagement around major tent pole events throughout the year. Strategy When it comes to the gaming world, we knew that Pizza Hut had a strong rich history. The challenge was to effectively reach gamers outside of in-game content and seamlessly keep the Pizza Hut gaming conversation going. The "experience" is key to Gamers so the question ultimately came down to how we would help Pizza Hut enhance that? We leveraged Rooster Teeth/Fullscreen's major tent pole event, RTX 2016, and Rooster Teeth's presence at several major gaming tent pole events to bring a retro arcade experience to fans along with thousands of pizza samples. These activations brought Pizza Hut to the top of the social conversation at each event through the arcade, Rooster Teeth influencer appearances, and custom gaming competitions that had everyone talking. Beyond "Hut Swag" giveaways and onsite prizing, the program was extended online through a custom Rooster Teeth Podcast integration, a first of its kind for Rooster Teeth, that had fans answering retro gaming trivia questions for prizes and event perks. Results The program fulfilled and exceeded all contracted guarantees. Organic Social Posts: • Posts: Estimated over 2K+ Promoted Social Posts: • Planned Posts: 32 • Delivered Posts: 37 • Engagements: 403,973 RT Podcasts: • Planned Views: 3.4M • Delivered Views: 11.3M • Delivery: 332% • Extended podcast reach equates to over $150K in added value! • Several Pizza Hut sponsored RT podcasts were in the top 20 most watched podcasts on YouTube in 2016! Co Branded RTX Mentions: • Planned Views: 2M • Delivered Views: 13M • Delivery: 650% RTX App Push Notifications: • Delivered Views: 52,000 Overall Organic Engagement: • Likes: 106,076 • Retweets: 526 • Comments: 20,714 • Total Engagements: 532,734
Date of Publication: 02/16/2017
Source: Shorty Industry Awards?
|MTV & Taco Bell’s Fan-Fueled Film
Objective The Taco Bell Foundation launched their Live Más Scholarship in the Fall of 2015 with the goal of offering $1M in scholarships to the next generation of innovators, creators and dreamers. It's a one-of-a-kind opportunity to support the "other kid," whose passions and aspirations may not fall into "academic" or "athletic" qualifying categories of traditional scholarship programs. Taco Bell tasked MTV to support its mission to bring young people opportunities that ignite their passions, specifically around the Movie Awards.More directly, MTV was asked to tell one Live Más Scholarship winner's story around their specific field of interest to inspire others to pursue their unique passions with the Live Más Scholarship. Ultimately, the goal was to drive more entries for the next phase of the scholarship. Strategy The Movie Awards is the ultimate celebration of pop culture and movies, making it the perfect backdrop to give Live Más Scholarship winner, Calvin Ngu an authentic filmmaking experience. So together, Viacom Velocity, Calvin Ngu and MTV's engaged Twitter following co-created and premiered a Fan Fueled Film at the Movie Awards. First, we paired Calvin with an MTV Director to collaborate on bringing his vision to life. Then to hype up fan interest, we enlisted social influencers Ricky Dillon and Dana Baby to costar in Calvin's production. From there, Viacom Velocity took to MTV's Twitter to engage fans like never before through a series of Twitter polls, empowering fans to make creative decisions on everything from the film's genre to its costumes, acting leads and more in the week leading up to the Movie Awards. The fans became an integral part in the film's creation and were rewarded with real-time Twitter responses from Ricky and Dana revealing the winning Twitter poll choices with behind the scenes looks and content. With fans fully invested in the film's stars and its production process, they all tuned in as Calvin, Ricky and Dana premiered the film across digital and social platforms with a linear tune-in hit from the Movie Award's Red Carpet. During the Movie Awards main-show, Viacom Velocity continued to drive viewers to check out the full-length Fan Fueled Film online and enter the Live Más Scholarship via a docu-style on-air promo featuring a behind the scenes look at Calvin's journey from the scholarship application process to the red carpet premiere. The Fan Fueled Film program definitely achieved The Taco Bell Foundation's objectives by giving scholarship winner Calvin Ngu a once in a lifetime experience co-directing and acting in his very own film, driving exposure of the Live Más Scholarship and inspiring others to pursue their passions. Results In an overwhelming show of success, the Fan Fueled Film garnered a 64% increase in scholarship entries for phase two versus phase one entries. These submissions were driven largely by the Fan Fueled Film's organic alignment to both the Movie Awards and Calvin's passions that the Live Más Scholarship helped to make a reality. This program's massive social reach and fan engagement, driven primarily by Twitter, garnered a staggering 113 million social impressions and 236k social engagements across MTV, Taco Bell and our social influencers' combined social platforms. Over 75k fans participated in the Twitter polls that inspired the creative of the film that received over 745k views online, inspiring others to apply for the Live Más Scholarship.
Date of Publication: 02/16/2017
Source: Shorty Industry Awards?
|Cooking Up a Crave: The Role of Mobile in Fast Food Dining
You’re going about your day, maybe feeling a little hungry. Suddenly it strikes—the crave! You need that taco, burger or french fry, and you need it now. So you whip out your smartphone to check out the closest fast food joint. Craving your favorite food might not be a new feeling, but the way you act on it? That’s changing, thanks in large part to mobile. Facebook IQ wanted to better understand how tech is disrupting crave, so we looked at how two different types of fast food* diners think about food and navigate the crave. We also explored how mobile helps them make decisions to satisfy their hunger and where there are opportunities to better connect with diners. Different diners have different drivers Frequent Diners** are engaged fast-foodies, but Occasional Diners** may be more loyal to a brand. While Frequent Diners love fast food and want to try new restaurants and menu items in the category, Occasionals want to visit fast food places on their own terms, when they crave the food. We think the focus on crave goes back to their need for consistency. When they know and like the food—even if they don’t specifically seek it out very often—they remember its taste. Meanwhile, we see that Frequent Diners are more apt to explore. Mobile can help you meet both groups on their terms When people feel hunger, they rush to their phones: 53% of Frequent and 41% of Occasional Diners1 say their mobile phone is the first place they go to decide on a place to eat. One report suggests that almost a quarter of people even say they take photos of their food-eating experience.2 Ratings and reviews: A cross-platform opportunity? Today our smartphones are an arm’s reach away at all times.3 At the same time, at least 2 out of 5 diners in the Frequent and Occasional Diner groups say they rely on online reviews to help guide their selections.1 We see this as an opportunity for restaurants to leverage mobile to bring visibility to reviews and ratings. How can brands do this? Ensure that ratings and reviews translate well across platforms and create a mobile-friendly, on-the-go experience for diners. Visual imagery inspires crave for both groups Beyond third-party reviews, people are also inspired by friends’ images on mobile. Mobile visuals drive the crave, especially when people are “on the go.” There’s something about other people’s fast food-related pictures that gets people hungry, particularly Frequent Diners. Whether it plants the seed for a future crave or grabs diners in the crave moment, mobile imagery is a key part of the crave experience. Mobile images can convey context For Occasional Diners, where they eat is just as important as what they eat. Compared to people who don’t eat at fast food restaurants, Occasional Diners are 1.63x more likely to say that the “ambiance” would encourage a future visit. They’re also 1.79x more likely to be encouraged to eat at a restaurant if that’s where other people their age go.1 Mobile can help build the social context for communicating ambiance to potential diners. By seeing a mobile image of a restaurant—and picturing similar people enjoying themselves—they’ll be persuaded to try something new. Messaging connects people and restaurants Mobile is also creating new ways to personalize the experience and communicate with fast food places Mobile messaging apps are connecting people to businesses4—providing a new, direct line to the crave. We know that Frequent Diners are more open to mobile-enhanced dining, including apps or websites that help them with meal-ordering. They’re 1.31x more likely than Occasional Diners to be encouraged to visit a restaurant that allows mobile meal ordering.1 Direct messaging could be a natural extension of Frequents’ appetite for novelty and serve as a gateway toward better service and experience for Occasionals. In fact, messaging might bridge the gap between craving and dining for Occasional Diners. Perhaps messaging could help them skip the parts of ordering and in-store experiences they might not enjoy—and get them to their crave faster. What it means for marketers Embrace the shift to mobile: Consumer behavior has changed, and mobile is the way to reach people at the point of hunger when eating decisions are being made. Connect with the device that’s always in their hands. Integrate your experiences: The restaurant of the future will feature seamless integration of in-store and mobile experiences throughout the crave journey. Mobile can change the experience in-store: focus on ordering innovations on mobile and embrace messaging to improve customer service and feedback.4
Date of Publication: 02/09/2017
Source: Facebook Business?
|Need an Uber? Grab a bag of Tostitos
It’s almost time for the Super Bowl, and with that comes adult beverages. Some of us might overindulge to the point where it’s unsafe to drive home. If that’s the case, grab a bag of Tostitos. The bag, which is outfitted with mini sensors, is able to detect alcohol in the breath of the holder. If the bag is green, go ahead and head home. If it’s red, call an Uber. Not only that, but if the bag turns red, a code for a $10 Uber discount displays as well, although it’s only valid on Super Bowl Sunday. But let’s just pretend that someone is so intoxicated that calling an Uber is an impossible task. What then? Have the bag call the Uber for you. The bag has been outfitted with near-field communication tech which will order a ride automatically if you tap it with your smartphone. The entire campaign of these high-tech snacks was a partnership between Frito-Lay and Mothers Against Drunk Driving. Their ultimate goal? Removing 25,000 cars from the roads that day. Super Bowl Sunday is also notorious for alcohol-related deaths and injuries, with 45 people killed in 2015.
Date of Publication: 01/27/2017
Source: KCTV News?
|Arby’s We Have The Beef – Haptic Video Tested in IPG MediaLabs, MAGNA and Immersion Study
Touch in mobile advertisements is proving to be powerful way to engage and connect with consumers. In a study release by IPG Media Labs, MAGNA and Immersion Corporation, T ouchSense Ads, ads you can feel, increase users’ sense of connection with brands and elicit strong emotional responses. Learn more about TouchSense Ads here: https://www.immersion.com/products-se... Key Highlights Include: • Haptic technology creates a more emotional experience, leading to consumers feeling more “excited” and “happy” during ad exposure. • Engaging the sense of touch drives a 62% increase in feelings of connection with the advertised brand, which is often very difficult for marketers to do. • Ultimately, adding haptics to video ads leads to a 50% lift in brand favorability, which equals 68% cost savings over the cost of increasing brand favorability using ads without haptic technology. • Effectiveness of haptics spans across standard demographics, even driving purchase intent among the hard to influence (potential new customers). However, it’s important to note that early tech adopters are especially responsive to ads enabled with touch technology. IPG Media Lab, the creative technology arm of IPG Mediabrands, in partnership with Immersion Corp. (NASDAQ: IMMR) today announced the results of a scientific media trial examining the impact of touch-enabled advertising created with haptic technology. The resulting report, Ads You Can Feel: The New Mobile Experience, shares best practices, findings and insights on leveraging users’ senses, including sight, sound, motion, and now, touch, to create visceral mobile experiences. Over the course of the study, touch-enabled ads from a wide array of industry sectors, including automotive, hospitality and food & beverage were used to test consumers’ reaction to the experience. “The results of our trial clearly demonstrate the significance and power of incorporating another sense, specifically touch, in advertising” The study of Immersion’s haptic technology, which enables users to feel touch effects on digital devices, found that adding touch to ads increases engagement and users’ sense of connection with a brand. Among the most notable findings is that haptic technology elicits a strong emotional response, particularly increasing levels of happiness and excitement. In the study, a standard video ad achieved happiness and excitement levels of 37% and 30%, respectively. Haptic video advertisements, or TouchSense® Ads, saw upticks in both categories at 44% and 38%. Moreover, this outcome created a halo effect on the brand, generating a +6% increase in perceptions that the brand itself is exciting because haptics were added.
Date of Publication: 01/24/2017
|Dstillery drives in-store traffic and awareness for a leading quick-serve restaurant
240K+ Video impressions viewed to complete 90% Cumulative video completion rate 20% Above the industry average for video completion rate Objective A leading quick-serve restaurant chain wanted to identify busy moms during the busy holiday season and incentivize them to bring their families to the restaurant with a discount offer. Approach Dstillery built a custom audience segment for the client and implemented a “hyperlocal” strategy to reach these prospective customers. First, we set a geo-fence around all of the restaurant’s brick-and-mortar locations that were near shopping malls and big-box retailers. Then, when a prospective customer was within this geo-fence, a customized, hyperlocal mobile message was served. The offers were only served during peak holiday shopping hours, when busy moms were most likely to be in-market for purchasing quick meals for their families. This way, we reached on-the-go moms as well as new audiences who exhibited the same behaviors and affinities. In addition, Dstillery matched members of this unique audience back to their desktop devices at home or at work and showed them pre-roll video ads highlighting the brand’s holiday meal offers. Lastly, we drove scale even further by identifying the most-engaged consumers and built additional models that expanded the brand’s message to more consumers who demonstrated similar signs of intent. Results Our strategy resulted in a staggering number of video completion rates. Of the nearly 270,000 pre-roll video impressions delivered to the brand’s unique audience, more than 240,000 were viewed to completion. The restaurant chain’s cumulative video completion rate was 90 percent, which was 20 percent above the industry average.
Date of Publication: 01/09/2017
|Wendy’s turns to Data Targeting, Spotify for “Branded Moments”
Quick-serve restaurants don’t involve much purchase consideration. You’re either hungry for a burger, or you’re not. “For us, it’s about reaching the right person at the time they’re thinking about making a decision,” said Brandon Rhoten, VP, head of advertising, media and digital marketing at Wendy’s. That’s why, to draw attention to its Double Stack Sandwich promotion on its 4 for $4 menu, Wendy’s teamed up with Spotify as a launch partner for its Branded Moments product. Branded Moments allow brands to sponsor playlists on Spotify’s mobile app that correlate with specific activities and times of day that consumers listen to music, said Danielle Lee, global head of partner solutions at Spotify. It’s also Spotify’s first foray into vertical video. “Essentially, it’s a [7-to-15-second] vertical video ad that talks to the user in a key moment,” she said. “It allows the brands to give the user 30 minutes of uninterrupted music [and to] reach that listener multiple times throughout that session with [display] overlays.” Spotify is launching with six branded moments: dinner, party, chill, workout, sleep and focus. Brands can sponsor both the Spotify owned and operated playlists for these moments as well as user-generated playlists that are segmented into these categories, based on their names and the music they contain. “Playlists give us so much information about the listener,” Lee said. “Users create really specific playlists for different moments in their life, whether it be planning for a dinner party or a birthday party, or different types of workouts, [like] yoga or running.”...“When you're driving to lunch and you’re not sure if you’re going to go right into McDonald’s or left into Wendy's or around the block to Chipotle, we need to make sure we’re in the back of your head through our broader brand advertising and in front of you right as you’re starting to turn that wheel,” Rhoten said. “Streaming audio is one of those checkout line target moments where we can hopefully persuade you before you make the decision.”
Date of Publication: 01/03/2017
Source: Ad Exchanger
|Lucky Charms - Quest For The Charms!
Everyone's favorite leprechaun, Sir Charms, from the popular cereal Lucky Charms was brought right into the kitchens of consumers. Blipping the box unlocked an exclusive game where players journey down a colorful road to collect every charm they can.
Date of Publication: 01/03/2017
|McDonald’s Advent Calendar
Blippar and McDonald’s partnered up to offer customers a joyous and unique way to celebrate the festive season. Users can blipp an interactive tray liner in-store and stand a chance to win great prizes. There are also different activations everyday, including a selfie feature, a game and a customisable avatar.
Date of Publication: 01/03/2017
|Coca-Cola & Spotify
The world's favorite fizzy drink, Coca-Cola, turned its 250ml cans into a portable jukebox. Coca-Cola drinkers blipped the dotted outline of the can to turn the can into an interactive Spotify jukebox. Users could then use their smartphone to listen to the top 50 U.K. songs at that moment on Spotify.
Date of Publication: 01/03/2017
|Snickers - Who Are You When You’re Hungry?
Snickers "Hunger Symptoms" candy bars come to life with updated interactive Blippar features throughout the year as an "always-on" campaign.
Date of Publication: 01/03/2017
|Coca-Cola Mexico reaches music lovers with real-time content that increases brand recognition
The opportunity Coca-Cola México (@CocaColaMX) wanted to highlight its sponsorship of the popular Mexican music festival Vive Latino and use Twitter to increase brand recognition among the 20,000-plus fans attending the event. @CocaColaMX saw the opportunity to tap into conversation and grow its online community by driving traffic to the event’s live stream on www.coca-cola.tv. The strategy @CocaColaMX used Promoted Tweets with keyword targeting to spark conversation among users most likely to be interested in the event. On the day of the festival, @CocaColaMX used a Promoted Trend with the hashtag #ViveCocaTV to raise awareness of the live stream of the Vive Latino festival and Promoted Tweets with Vine and SnappyTV that allowed it to edit and share the best moments from the event in real time, making it the first brand in Latin America to run a campaign with this tool. The success The campaign recorded 3.14 million impressions and 59,600 interactions with a CPE (cost per engagement) of $0.30 USD. The Promoted Trend #ViveColaTV exceeded 9.7 million impressions and reached almost 17,000 mentions. @CocaColaMX attracted more than 10,000 new followers and 4,818 mentions. The Promoted Tweet using SnappyTV saw 123,000 impressions, one million plays, and had a CPV (cost per value) of $0.37 USD.
Date of Publication: 01/03/2017
|Food, Beverage and QSRs use digital to achieve success in 2016
”...many well-known consumables brands also demonstrated notable creativity in employing social media and a variety of new digital platforms….Buffalo Wild Wings took advantage of geo-targeting tech with a March Madness campaign that offered college basketball fans in 42 cities a free Uber ride to or from participating B-Dubs locations, through a promotion using the Uber app. Also in March, ConAgra exemplified traditional food CPGs’ efforts to diversify their sales channels by introducing Amazon Dash Buttons for Hunt’s tomatoes, Slim Jim meat snacks, Orville Redenbacher’s popcorn and David sunflower seeds. All were the first Dash Button entries in their respective product categories. ...Cheetos ran several innovative campaigns...hose included a social and digital contest that offered significant cash prizes, as well as a place in an online “Cheetos Museum” for photo entries of Cheetos shaped like animals or other recognizable objects, or famous people, buildings or landmarks. Hershey diversified by entering the snacks business, and employed humorous police-themed TV spots in conjunction with digital advertising and a dedicated "SnackPatrol" campaign Twitter channel...”
Date of Publication: 01/03/2017
Source: MediaPost Publications
|KFC Will Bring Gaming to Instgram With the ‘Kentucky Fried Football Challenge’
...On Jan. 4, KFC will debut a football video game on Instagram called the Kentucky Fried Football Challenge. With the college championship game on Jan. 11 and the NFL kicking off its playoffs soon, the brand wants to catch consumers at their peak interest in the sport. The branded game—which agency Wieden + Kennedy helped create—will feature 31 animations, and it required 35 Instagram accounts to complete. Here is an outline that details more about how the game is played: • The game starts on KFC's Instagram page, where thumbnails create an image of a football field. A "Start Here" tab will guide players. • Users select the play they want to run from the caption area of the page. • Then, they are directed to a football field with a marker showing how far the ball progressed down the field. Users then watch a replay of the gain (or loss) before choosing their next move. • They repeat the process, running new plays and advancing toward a touchdown. George Felix, director of advertising for KFC U.S., said his company "wanted to create a unique gaming experience that combines everyone's love of football, fried chicken and social media. The Kentucky Fried Football Frenzy uses Instagram's native features in a creative and hilarious way that hopefully entertains fans for hours on end.”...
Date of Publication: 12/29/2016
Source: Ad Week?
|Baidu and KFC’s new smart restaurant suggests what to order based on your face
Baidu is demonstrating some of its most recent tech advancements in novel ways, including a partnership with KFC China (yes, the fried chicken KFC). The search giant sometimes referred to as the ‘Google of China’ partnered with KFC to open a new “smart restaurant” in Beijing, which employs facial recognition to make recommendations about what customers might order, based on factors like their age, gender and facial expression. The restaurant also offers up augmented reality games via table stickers, but these are also deployed at 300 other KFC locations in Beijing. The facial recognition tech is unique to this one location, though Baidu has previously worked with KFC on another type of smart restaurant at a pilot location in Shanghai, where a robot customer service agent can listen for and recognize orders made by customers using natural language input. Baidu’s tech in this new restaurant, however, is all about guessing what you want before you can even ask; image recognition hardware installed at the KFC will scan customer faces, seeking to infer moods, and guess other information including gender an age in order to inform their recommendation. Baidu says in a press release that the system would tell “a male customer in his early 20s” to order “a set meal of crispy chicken hamburger, roasted chicken wings and coke for lunch,” while “a female customer in her 50s” would get a recommendation of “porridge and soybean milk for breakfast.” Customers might not love the implications of the suggestions the system comes up with, but these are just suggestions, after all. And the setup also has built-in recognition, so if you’re a return customer, it can ‘remember’ what you ordered before and suggest your past favorites. Of course, the idea of a fast food restaurant retaining my image for recognition purposes, tied to an actual order history, is more than a little unnerving. But then again, KFC China is really damn good – better than its North American counterpart...
Date of Publication: 12/23/2016
|TAPAD Satisfies Snickers’ Hunger for a Game-Changing Campaign
The Mission: Create a teaser ad with compelling game-like features for Snickers’ Super Bowl campaign to drive maximum engagement on desktop, tablet and mobile. The Campaign: Phone and tablet users were prompted to shake their devices in order to “free” a candy bar lodged in a virtual vending machine. On a computer, viewers were prompted to click a button as fast as they could to free the candy, rather than shake their device. Once the candy bar dropped, a sneak preview of Snickers’ Super Bowl commercial appeared. The Results: Time spent engaging with this cross-device campaign was 5X greater than the industry average. Satisfied users, and an even more satisfied client. Previews:
Date of Publication: 11/28/2016
|Making an impact with bite-sized content
Making creative ad content a priority, Mondelēz International partnered with Facebook’s Creative Shop to create engaging ads for the campaign. It also enlisted help from its agencies Dentsu Mobius, FCB and Carat. All parties came together in the same room for a one-day creative hack session, drawing on their wide range of skills to come up with an inspired creative solution that would deliver results. Facebook helped Mondelēz International create ad content that appealed to specific audience segments, achieving a measurable lift in brand awareness, ad recall and purchase consideration for Mini Oreos. In under 6 weeks, the campaign delivered: 6-point lift in ad recall for Mini Oreo 5-point increase in purchase intent for the Oreo brand 18.6 million target consumers reached
Date of Publication: 11/17/2016
|Wrigley - Skittles Holiday Pawn Shop
MediaCom, in partnership with Wrigley, BBDO and Harbinger, opened up the Skittles Pawn Shop at a well-recognized storefront in Toronto’s popular Queen West area. From Dec. 26-30, customers were encouraged to bring in their unwanted Christmas presents and trade them for packs of Skittles. All unwanted gifts were in turn donated to charity. Dale the Dealmaker, a character featured in a highly targeted PR & media campaign, was on hand to entertain as well as tell customers how much their items were worth. Bartering ensued. Customers unable to visit the store could get their items appraised online and were given a coupon to get their Skittles payment in-store anywhere Skittles are sold. The excitement continued when the Skittles Pawn Shop was paid a visit by Canadian YouTube star Lilly Singh (iiSuperwomanii) who created a vlog post entitled: The Time I Went to Skittles Heaven. Results: -Over 52,000 packs of Skittles distributed - Over 13,000 kgs of items donated to charity - Over 53,000 visits to SkittlesPawn.com – 23% above estimates -Lilly’s video reached over 249,000 views – above average for other video posts on her vlog -The Skittles Pawn Shop received an astounding 98 million earned media impressions via coverage from bloggers, influencers and media outlets such as Global News, CityNews, CP24, The Toronto Star, The Huffington Post, BlogTO, The Edge 102.1, Indie88, CHUMFM and more. - Lilly also appeared on Jimmy Fallon shortly after her appearance and gave a shout out to Skittles that was seen by millions globally
Date of Publication: 10/24/2016
With the snack category continually adding new brands and new chip-like products, Doritos needed to defend its share of the aisle. A key weapon in the arsenal was limited time flavours. Historically, limited time flavours created interest at the shelf and drove incremental sales. That tactic worked very well in 2014 when they brought back Ketchup-flavoured Doritos after 10 years. The flavour flew off the shelves and was sold out in 5 weeks - still popular after all those years in hiatus. We brought back Ketchup in 2015, but based on the success of 2014, expectations – and sales goals – were considerably higher. To achieve our objectives, given the limited dollars available, whatever we did had to be bold to capture the attention of our Millennial target (16-24). Given our target lives online we had a tough job ahead of us – not only were we competing with other salty snack brands but we were also competing with the plethora of digital content that the Canadian millennial is faced with each day online.
Date of Publication: 10/24/2016
|Sponsored Snapchat Lenses: “The most playful way to make an impact”
“Sponsored Lenses offer a completely new take on brand activation, offering not just an impression, but “play time” — the time Snapchatters spend playing with the interactive ad you’ve created. To activate Lenses, Snapchatters simply press and hold on their faces. Some Lenses include prompts like “raise your eyebrows” to trigger an animation, adding a fun twist to the experience. And when you’re finished playing, it’s easy to send Lenses to a friend or post one to your Story. On average, Snapchatters play with a Sponsored Lens for 20 seconds.”
Date of Publication: 10/12/2016
|Coca Cola integrates outdoor and digital marketing via Times Square
Posterscope looked to get a new generation of tech savvy and Twitter-addicted consumers, particularly among Gen Z’s (11-19). We wanted to encourage social participation while supporting the initiative of Coca-Cola, to develop a web experience that celebrates stories behind each of our names. By having consumers Tweeting #CokeMyName in Times Square, consumers were able to view a personalized story of their name broadcasted by Clear Channel digital OOH screens, followed by a picture advertising the story on a nearby opposite building for 15 seconds. Posterscope generated over 350 million social impressions and 42,000 posts using #CokeMyName hashtag. Tweets were mentioned across the USA as well as 110 other countries.
Date of Publication: 10/11/2016
|Influencer Marketing Case Study - McDonald’s Blended Ice
Challenge “McDonalds wanted to align their new range of McCafe Blended Ice drinks with summer fashion trends.” Strategy “We identified Lilly Melrose and Sam King as the perfect influencers because of their young audience, interest in fashion and love of McDonald’s. Each month they created a male and female outfit inspired by a different McCafe Blended Ice drink and photographed themselves and a friend in the outfit in bright street locales. The images were hosted on McDonalds’ Facebook competition tab where fans could win prizes by voting for their favourite.”
Date of Publication: 10/06/2016
Source: billion, dollar, boy
|Subway bolsters digital assets
Subway on Tuesday said it has acquired assets from the Canadian e-commerce team Avanti Commerce as part of the sandwich giant’s continued efforts to build its digital presence. In making the acquisition, Subway is buying a 20-person team, which will remain in Vancouver and help the chain bolster its mobile ordering and payment capabilities. It could also speed Subway’s development of in-store kiosks, something the chain is developing alongside Avanti.
Date of Publication: 09/06/2016
Source: Restaurant News
|We Gave The Web Something To Taco Bout
And why would they? To view a menu they’ve already memorized? When craving hits, seeing is not enough. You want to order the food too. That’s why we built Ta.co, Taco Bell’s new eCommerce site. It lets fans order anything they can dream up – at home, or on their phone, making fast food, even faster.
Date of Publication: 09/01/2016
|Is Domino’s Pizza the next tech giant?
"When more than half of your sales are coming through your digital channels, you are, by default, an e-commerce company,” says Domino’s chief digital officer Dennis Maloney. Today, more than half of Domino’s sales come through its digital channels and about half of those sales are coming through mobile channels with no sign of slowing. “That percent is just going to continue to grow and mobile is becoming a more and more important part of that equation.” But there’s a lot more ahead for Domino’s changing business model and how that intersects with technology. “Domino’s shifted gears from the traditional quick-serve restaurant marketing model over the past five years, where companies would bring out this is the pizza of the month or whatever and it was a never ending revolving door of new products,” said Mr. Maloney. “We’ve moved more into actually launching into technologies that we expect to be around for a longer period of time.” Among them are artificial intelligence, drones, autonomous vehicles and voice technology. And that’s just a slice of what’s coming. “We have a lot of people working on the current stuff, a bunch of people working on what’s next, and then there are people that are working on what’s next and next and even what’s next after that,” Mr Maloney said. “It’s going to be just a core part of our business for a long time moving forward, so we need to be really forward thinking if we’re going to lead.”
Date of Publication: 08/24/2016
Source: Advertising Age
|Taco Bell targets teens via quiz app and draws in 2 million people
Wishbone’s audience of 5 million monthly actives is 91% female and falls mostly between the ages of 13 and 25. “People are constantly changing their tastes and what’s hot today won’t necessarily be hot tomorrow,” Pham said. “Every day there’s a new hairstyle, new clothes, a new product, a hot new brand or celebrity or piece of gossip for our users to engage with.” In that sense, Wishbone serves as a platform for a form of immediate crowdsourced market research. Wishbone users create several million polls a month and cast around 25 million votes per day. ... Brands can get in on the action, as long as they’re cognizant of the platform for which they’re producing the content. In a recent campaign Wishbone ran with Taco Bell, users were asked cutesy questions related to the brand’s new breakfast menu, like “What’s a better price for breakfast?” [Choices: a picture of a $1 bill or a picture of a $5 bill]. Two million users engaged with the Taco Bell content. ... “We’re the intersection of advertising and content,” Pham said. “People aren’t being fooled into consuming ads, they’re actively engaging with them.”
Date of Publication: 08/24/2016
Source: Ad Exchanger
|Pepsi works with digital marketing co. to encourage consumers to opt-in to data collection and targeting
Campaign “Pepsi engaged with Fluent to accelerate the growth of its ‘Pure Pepsi’ email list as well as its Facebook fan base. Fluent served precision-targeted email opt-in ads for Pepsi across its extensive online, mobile web, and in-app advertising network, and incorporated Facebook like and share buttons as well. In addition, Fluent included a real-time Facebook like counter to add an element of social proof into the campaign.” Results “Pepsi generated more than 250,000 new email newsletter signups, and 60,000 Facebook likes within 3 months of launching its Fluent campaign.”
Date of Publication: 08/16/2016
|McDonald’s Japan Captures Its First Profit In Two Years Thanks To ‘Pokemon Go’
McDonald’s might be one of the world’s most popular eateries, but it’s been struggling in Japan for close to two years now, posting losses every quarter since 2014. Now, thanks to the hit augmented reality app Pokémon Go, it’s managed to turn a profit, with sales spiking 19 percent during the quarter when the app was launched.
Date of Publication: 08/11/2016
Source: Digital Trends?
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