Technology is transforming live events into shareable immersive experiences that brands can use to delight and engage not only attendees, but many more via social, writes Tom Bussey. Physical experiences enhanced with virtual reality immerse consumers in brand stories that can be shared via livestreaming on social with 360-degree video, and technology is offering advertisers increasingly effective ways to measure return on investment, he writes.
Former Federal Communications Commission Chairman Tom Wheeler has published a new paper for Harvard's Kennedy School of Government's Platform Accountability Project that argues that big technology companies must grab the opportunity to shape national regulation around privacy, transparency and competition. "The uncertainty and confusion of contradictory international and domestic initiatives is bad for innovation, and for marketplace competition," he says.
Barton F. Graf's debut spot for Brinks Home Security, "Be Sure Sure," shows a variety of humorous scenarios where consumers express regret about their certainty, including a woman who was sure her dog would protect her home, asking him, "Where's the TV, Buster?" The spot urges people to be absolutely sure about home safety by using the brand's products and is running as 60- and 30-second ads, with shorter versions on social.
The National Highway Traffic Safety Administration has launched a Labor Day weekend campaign from The Tombras Group that highlights the dangers of driving while under the influence of marijuana. The ads are running across TV, digital and radio.
Google tested the effectiveness of 33 ads on YouTube using a fake pizza brand called Doctor Fork and achieved 20 million impressions. Google shared what it learned from the experiment, including that higher recall was achieved using immersive, multisensory ads, that food ads should include close-up images, and that shorter ads that separate visual and audio drive higher favorability and recall.
Groups including Mozilla and Public Knowledge argue in a US appeals court filing that the Federal Communications Commission's Restoring Internet Freedom order is a bad policy that's also against the law. The groups say the FCC lacks jurisdiction over the internet and that it was "cherrypicking" investment evidence to justify the regulation.
Havas' new spot for Chef Boyardee, "Throwback Recipe Series," features an original song created and performed by Donny Osmond and Lil' Yachty. The campaign is running across Facebook, Instagram, YouTube, Pandora and Spotify, and the spot will air on NBC, Hulu, Vevo and ABC.
Female mobile game players make in-app purchases 16.7% of the time, amounting to a 79% greater frequency than for male players, according to the Liftoff 2018 Mobile Gaming Apps Report. The report also notes the install-to-purchase rate for all users is 13.4%, a jump of 67% from a year before, while the cost to acquire users who make in-app purchase is $28.05, down from $50.69.
Nickelodeon is offering a "Double Dare"-based trivia game on Facebook Messenger to promote the revamped version of the classic challenge show for kids, which debuted in June. Users can compete against other players in both trivia and physical challenges based on those from the show.
AT&T plans to sell some of its broadcast spectrum and data center assets to help fund its $76 million acquisition of spectrum in a Mexican auction. The company has significant business in Mexico, with revenue of $697 million in the second quarter, up 4.8% from a year before.
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