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Coca-Cola’s Detachable Bottle Labels as Wristbands for Music Festivals

Posted May 29, 2017 by Marina Ku @ 1:05 am

A brilliant idea by the software giant to engage simply and effectively with a significant section of its market – millennials

Coca Cola

One special feature of Coca-Cola has been the kind of packaging stunts that it comes up with all across the world. This time an interesting innovation by Coca Cola’s Romanian division looks good enough to become a worldwide hit – it’s another smart idea from the soda giant which allows a customer to detach a part of the label from every bottle and use it as a wristband that will allow him to access music festivals. As always, such ideas are developed by the creative agency that designs Coca Cola’s marketing communications and in this case it’s McCann Bucharest that came out with the exciting idea. Of course, not every detachable label grants access to a music festival as it needs to be scanned with a specially designed app to see if it was a winner.

According to McCann, the idea is already a hit in Romania, where millennials have started collecting and wearing them as a fashion statement. Coca Cola partnered with some of the leading music festivals in that country, such as Transylvania’s Untold Festival, which recently, named the Best Major European Festival at the European Festival Awards. According McCann, around 75 percent of Romanian teens responded positively to the campaign resulting in a sales jump of 11% which is substantial, considering the scale at which Coca Cola operates.

This is one of the most exciting ways of reaching out to the millennials all over the world where music festivals are attended mostly by young people but it could transcend the age barrier and become popular with other age groups as well. For now though, Coca Cola probably thinks it’s better to focus on the young crowd and they are everywhere, not just in music festivals. This is truly a brilliant idea that can be sustained for the simplicity with which it can be implemented and the potential gains it promises as the results in Romania prove. It proves customer engagement is always the winner.

Filed under: Agencies

Amazon Goes Back into the Future by Experimenting with Physical Bookstores

Posted May 26, 2017 by Marina Ku @ 3:16 am

The experiment is helping Amazon to sustain its engagement with its customers with tangible benefits

Amazon Store

After disrupting the traditional book market with its online bookstore and Kindle, Amazon is now going back into the future by opening a chain of bookstores across the country in what is seen as a move that probably indicates its intentions for other types of stores. At first glance a customer might not realize what an Amazon bookstore is all about, other than the display of books on shelves. It must be said though, that the store layout is interesting – the front cover of every book on the shelves faces outward just as they appear on the Amazon portal. There’s no discrimination by stacking some titles the way it’s done in physical libraries where visitors have to identify a book by reading its spine vertically.

That’s the simple part. The customers’ experience begins to change when they find out that to identify books and objects around them, they can use visual search technology with their mobile phones. But that’s possible only when they have the Amazon app loaded on their phones which is worth its while – the search will reveal reviews, shipping options and price among other benefits. Over the last couple of years, Amazon has been experimenting with physical stores, and during this period it has opened a number of bookstores that also serve as some kind of gadget outlets in addition to some campus bookstores that doesn’t sell books and a convenience store without any cashiers around. These experiments suggest that Amazon is upto something that its competitors can’t figure out yet.

Amazon hasn’t yet revealed any facts and figures of its retail-store operations although from whatever little that has come out from the company’s officials, there’s reason to believe that they are happy with the results of their experimentation with physical retail. Brian T. Olsavsky, chief financial officer of Amazon, told investors that the stores represent “another way to reach the customer and test what resonates with them.” At the bookstores, there are no prices on the books and a customer has to either take a picture of the book cover with the Amazon app or walk a few steps to a screen displaying the price scanner. No checkout queues and no waiting; so, there’s convenience for the customer but what’s in it for Amazon? Probably there’s some purchase-intent data that can be used to target the customer on its digital channels.

Filed under: Digital

Why Artificial Intelligence Products Have Human Names

Posted May 25, 2017 by Marina Ku @ 4:28 am

Caution – there are legal implications and requirements to be observed when naming a product after a famous person

artificial intelligence-human name

It’s true that Artificial Intelligence(AI) can do a lot of difficult things that extremely talented humans do but there’s another interesting thing about AI products – most if not all have human names, which has now become a trend. Today, AI is used to create marketing and corporate communication copy and manage purchase of planned media space at unbelievable speed. Then it has been used to drive a car without a human behind the steering wheel or go to another extreme by diagnosing cancer. Are these the reasons why the owners of AI products give them human names?

Maybe, because these AI solutions are increasingly doing many of the jobs that nobody imagined could be done by anything but humans. Interestingly, companies are choosing the famous achievers among humans to brand their AI products to perhaps suggest the level of sophistication of these solutions. But not all of them go for famous names; so there’s Jessie, the SFO hipster and Facebook messenger AI; Ross, which is IBM’s AI solution for legal affairs, that answers specific legal queries complete with citations; Ernest, the Facebook messenger in the UK, which is an AI solution that acts as a bank aggregator providing updates on a user’s bank transactions and some other details.

However, it’s not always easy to pick up just about any famous personality’s name to brand an AI product as Sharethrough, whose AI solution analyzes headlines and helps users write the perfect copy, realized. Given the nature of the product, it was but natural for Sharethrough to settle for the name Hemmingway to brand its AI solution. After all, Ernest Hemmingway is a globally famous name in the world of literature. But even the maker of AI solutions can suffer a lapse in intelligence as Sharethrough realized when it was pulled up by Hemmingway Ltd., a company that owns all the rights to Ernest Hemmingway collections. Sharethrough had to drop the name Hemmingway and eventually settle for a much less impressive and un-human ‘Headline Analyzer’.

Filed under: Digital

Advertisers on Twitter Now Have More Tools to Engage Customers with Direct Messages

Posted May 24, 2017 by Marina Ku @ 7:38 am

Patrón Tequila, an advertiser, is running promoted tweets through a “Bot-Tender,” which suggests service options to customers

twitter features

Twitter recently released an advanced direct messages guide, which gives advertisers more effective ideas and examples. Sending a large number of direct messages with multimedia content is possible now. Advertisers who haven’t tried directing message campaigns on Twitter or thinking a campaign could have been more effective; can now access case studies of how brands were able to use them more effectively. The social platform announced that advertisers can now use more multimedia features like one-on-one conversations within tweets that are promoted, along with video, interactive images and questions-based bots.

This new feature offers around four, custom, call-to-action buttons called direct message cards that allow users to exchange more one-one messages with advertisers. Patrón Tequila, one such advertiser, is offering personalized recommendations based on responses to consumer inquiries about entertaining guests, cocktail flavors and emojis. The brand is running promoted tweets across the country by utilizing a “Bot-Tender,” which offers suggestions on scores of drinks combinations from Patrón’s Cocktail lab, in response to users’ queries. Adrian Parker, vp, marketing, Patrón Spirits Company, said “Twitter is the perfect platform to create unique, simple-yet-compelling moments that connect with audiences during this journey, in real time,” in a statement.

One of the most effective and used features are direct message campaigns according to many advertisers when explaining their Twitter marketing strategies. They have good reasons to feel that way as their direct message campaigns have shown a much higher CTR rate of up to 71%, compared to their email marketing efforts. Advertisers need to formulate effective and well thought-out direct message strategies that take into account their customers’ needs as it can turn out to be a very effective part of their marketing efforts.

Now that advertisers can include multimedia content in direct messages, these can be a good vehicle for their brand messages to reach users. These are also effective ways to reengage those customers that advertisers have lost contact with. They can now build a network of contacts that haven’t opened any of their emails for a long time and reengage them with their brands again.

Filed under: Digital

Mike’s Hard Lemonade Targets Millennial Men with a Cool New Campaign

Posted May 23, 2017 by Marina Ku @ 3:40 am

“Authentic” work by The Annex, a division of Chicago-based ad agency Havas, that has millennials doing the creatives

digital marketing

It’s a real challenge for Mike’s Hard Lemonade to reach out to millennial male customers and the main reason is that, most millennial men don’t know about this beverage. The brand therefore, decided to team up with The Annex, the millennial division of Chicago-based ad agency, Havas, to create a happy and bright new campaign titled, “Drink on the Bright Side.” This is Mike’s effort to capture the attention of millennial men between the ages of 25 and 29, in a campaign that includes a combination of social, digital, TV and print as well as out-of-home advertising.

According to Jason Peterson, chairman and CCO of Havas Creative, the agency engaged The Annex to work on the campaign to ensure the ads have “an authenticity of what is cool and what is relevant.” However, it were insights from the team at Mike’s that came in handy for the campaign, that suggested, drinking Mike’s Hard Lemonade makes folks happy. “The core belief for us as a brand is Mike’s is about your favorite happy times. The reality is that sad people don’t drink Mike’s, so for us we wanted to make our creative campaign reflect that moment of happiness in what increasingly feels like a negative world,” said Sanjiv Gajiwala,vp, marketing, Mike’s.

The shorter spots like “Rocket Shoes,” and “Arcade” actually reflect the millennial spirit in a nice, yet somewhat crazy way but they’re funny and have what it takes to hit millennial men. The spot titled “Arcade,” for instance, shows a millennial youngster riding a cool little “super” puppy that’s shooting lasers. Gajiwala explained, “For us the insight was this group of consumers, these 25-30 years old, they have their own language which is not always a spoken language or a linear language, they don’t have a lot of time and they want to communicate quickly and for us that meant shifting our creative approach to reflect that and reflect what we think Mike’s Hard Lemonade is and what it’s role is in their mindset.”

Filed under: Brand Marketing

Instagram’s Easier UX Produces Better Engagement for Business Users Compared to Facebook

Posted May 22, 2017 by Marina Ku @ 4:00 am

It would be not be wise for businesses to overreact to analytics but also not make the mistake of ignoring Instagram

Description

Instagram is now increasingly being favored by many marketers despite the fact that Facebook has around twice as many users and it’s easy to see why – Instagram provides much better engagement metrics for advertisers than Facebook today. According expert on Instagram, Sue Zimmerman, 48% of brands already advertise on Instagram and that number is expected to go up to 70% or more by the end of this calendar. The social platform is continuously improving its ads and analytics and is now a must-have app for businesses.

The revenues generated by mobile ads on Instagram is projected to be around $2.81 billion in 2017 made possible by the improved analytics tools that the platform is offering to users. Instagram’s easy-to-use experience/i>, for users mainly businesses, is the result of its strong focus on this area aimed at improving users’ analytics experience. Instagram is working hard on increasing the scope and variety of analytics for business users who now have access to analytics that evaluate impressions, reach, engagement, and audience.

Instagram’s relentless efforts to race ahead in UX are expected to give rivals like Facebook something to ponder upon. Zimmerman anticipates that Instagram’s will enable its live videos to be saved for up to 24 hours and there will offer more filter options for stories on the platform. Business users are particularly going to love a new suite that will allow them to store drafts in organized subfolders when saving the drafts. As far as improvement in the reply feature is concerned, it will show right under the original comment.

Compared to Facebook, brands and celebrities get thrice as much engagement on Instagram, according to SocialBakers’ research that was released at the social platform’s engage conference in Prague, Czech Republic. However, these stats are not adjusted, per-capita figures since they indicate the raw number of likes, shares, comments and other social signals for those two categories. Jan Rezab, chairman and founder of SocialBakers, feels that brands should take note but not overreact. In terms of sheers numbers, Instagram still has very far to go to get anywhere near Facebook’s 2 billion users.

Filed under: Digital

Biz Stone, the Co-Founder of Twitter, Returns After a 6-year Sojourn

Posted May 19, 2017 by Marina Ku @ 3:46 am

Twitter is regrouping and going ‘back to the future’ which its users appreciate and so does the market

Biz Stone, one of the co-founders of Twitter

Biz Stone, one of the co-founders of Twitter, recently announced that he’s back in the company he once helped start. About 6 years ago in 2011, Stone quit Twitter in search of greener pastures, not so much for the money as much as it was to pursue new projects. He had joined Obvious Corporation, where one of the team members was fellow Twitter co-founder Ev Williams. Stone said that he will be known as a co-founder at Twitter although he seemed unsure of what else he will be known as. However, he sounded confident about his KRA at Twitter, which is to guide company culture and shaping its image externally. He did say that the “job description includes being Biz Stone.”

It is now clear from Stone’s explanation that his return was always a possibility after fellow co-founder and permanent CEO Jack Dorsey regained leadership of the struggling San Francisco based social site. Dorsey was expelled by the Twitter board in 2008 but came back strongly as permanent CEO in 2015. He clearly wanted his former partner and co-founder of Twitter, Biz Stone back in the organization and eventually, when the two met some time back, Dorsey asked Stone what he thought about getting back to Twitter. Stone did mention that in addition to Dorsey’s return as CEO, the decision to return to Twitter was also because he realized that the company was “the most important work” of his life.

Twitter’s well-wishers are quite happy with the new development because there are folks who believe that it’s time the social site touched base with its roots that made it such a unique platform. They feel there’s no better way to do it than having one of the co-founders back in company. There’s positive reaction from the market as well as Twitter’s stock went up by 2% immediately as the news of Stone’s return, began trending, reaching $19.62, which is the highest in that last three months. Twitter’s fundamental strengths can’t be overlooked; it is still the site where news breaks before trending. It not just needs to be that but go further with time.

Filed under: Digital

Delta Airlines Will Thank all its 80,000 employees by Name in Unique Facebook Live Event

Posted May 18, 2017 by Marina Ku @ 4:00 am

Ad agency Moxie is partnering with Delta in managing this mega event that will be streamed live for over two days

Delta Airlines

Delta Airlines is running one of the longest live events on Facebook – a 50-plus hour event on the platform that started at 9:00 a.m. ET, yesterday. Moxie, the Publicis Media agency, is handling the event together with Delta. During the course of the marathon digital event Delta will identify each of its 80,000-plus employees by name and thank them for their efforts. Delta and Moxie even thought through a situation where employees would have to wait for their name to appear during the 50 hour-long event and might find it difficult to kill time. They created a microsite where employees can find out when their name will be announced among other things.

This is truly a landmark event with a global dimension wherein every Delta employee will cherish it as a memorable occasion in his or her career. The airline went around the world, mainly across its travel hubs from places as far between as Atlanta and Seoul among many others in order to choose celebrities to participate in this event. So there are now more than 430 actors, athletes, comedians and Delta business leaders participating in this event dedicated to Delta employees. These celebrities will add vibrancy and value to Delta’s efforts in thanking its employees and some them include actress Naya Rivera, Notre Dame football coach Brian Kelly and Coca-Cola chairman Muhtar Kent.

There are also other famous and highly talented showstoppers and performers who added momentum to the show that spanned across more than 50 hours. Along with the special note of thanks to all the employees, performances by a balloon animal artist, mime, domino artist, jugglers, ice sculpture artists, puppies and champagne among others things, sustained the momentum of this special event. Joanne Smith, EVP and Chief HR Officer, Delta, said, “Taking care of our employees is one powerful way to ensure the 180 million customers we serve every year enjoy their Delta experience. We’re proud of our employees and excited to dedicate 50-plus hours to honor each and every one of them.”

Filed under: Brand Marketing

Views from 6th Digital Content NewFronts – digital and linear spaces are converging

Posted May 17, 2017 by Marina Ku @ 4:59 am

Media buyers said they planned to allocate 40% of original digital video budgets at this year’s NewFronts, up from 37% last year

Digital Content NewFronts

Over the last couple of weeks, at Digital Content NewFronts 2017, in New York, as many as 32 digital publishers presented a wide range of content packages and insights into the behavior of their audiences. The fortnight-long NewFront events provided a marketplace to media buyers and sellers to network and build partnerships extensively. This is the sixth edition of what is undoubtedly one of the biggest events of the year for digital video, where digital video publishers got first hand clues on how to develop an effective sales presentation in the NewFront/Upfront format. Spending on OTT advertising has increased exponentially, even as digital and linear spaces have begun converging, more than ever, while presenters like Hulu are leading the field with streaming videos.

At this year’s NewFronts, industry professionals also got an idea of the technology, trends and content that will sustain the interaction surrounding digital video for the current calendar. In a recent ad buying study, media buyers said they planned to allocate 40 percent of original digital video budgets at this year’s NewFronts, up from 37 percent last year. This increase reflects the growing demand for digital video and also the strength of NewFronts as a vital platform which motivates media buyers and marketers to make win-win deals that are helping in faster growth across the original digital video segment.

If VR content and VR-designated studios took center-stage at NewFronts 2016, this year, it was brand safety at the forefront mainly because it matters a lot to game changing enterprises. Biggies like New York Times and YouTube set aside their scale and focused more on how they are improving brand safety, while displaying more transparency on measurement. NYT made a presentation titled, “Truth + Dare” which explained how it gets to the truth; this was projected at brand managers to try and tell their own stories with similar ethical efforts. YouTube, too, preferred to bypass its staggering viewership numbering over a billion hours every day, and spoke of winning the trust of brands. Most media owners conveyed the message that brands will face much less risk when working directly with publishers.

Filed under: TV-Video

Arianna Huffington’s New Podcast Series Offers Insights on Getting Adequate Sleep

Posted May 16, 2017 by Marina Ku @ 3:58 am

The podcast series, sponsored by Sleep Number, maker of 360 Smart Bed is co-produced by iHeartMedia, whose iHeartRadio has an audience of 70 million

podcast series

Media mogul and sleep advocate, Arianna Huffington’s new podcast series is all about sleep. In this podcast series she talks with the rich and the famous about how they balance their absorbing and fast-paced schedules with getting enough sleep. She said the ability to find that vital balance is something worth paying attention to because it can work for everyone and not just the rich and the famous. The interviews have their own special variety with someone like actress Jennifer Aniston talking about how she manages the time she gives to her phone and someone like billionaire Mark Cuban explaining how he prioritizes between his emails and the meetings he has to attend.

Last year, Huffington founded Thrive Global, after quitting as editor in chief of The Huffington Post. Her new company is focused on helping folks find the right balance between how they use technology and how they set aside time for rest and relaxation to avoid burning out early. Sleep Number, the company that sells the new 360 Smart Bed is sponsoring the podcast series, which is produced by iHeartMedia. The podcast series is an excellent platform for Sleep Number to promote its 360 Smart Bed. Huffington reasoned, “The way we lead our lives—which is multitasking and being buried in our phones the whole time—goes right against our sense of wonder about life.”

The podcast series includes tips for listeners in the form of preroll and midroll ads, to make small changes in their lives. Huffington and iHeartMedia also plans to integrate the advice and interview highlights into ads and other content for iHeartRadio’s broader audience of 70 million. Earlier she had written “The Sleep Revolution,” which is about the struggles she and many others have had with sleep deprivation and how they solved it. “There is a passionate audience that wants to live their lives with less burnout, less stress but also more productivity. So it’s not like a trade-off between achieving and being productive and taking care of yourself,” Huffington said.

Filed under: Digital
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