Coca-Cola is celebrating the 100th birthday of its glass bottle by teaming with Microsoft's "How-Old" facial-recognition tool. Consumers who upload a picture of themselves holding an iconic glass Coke bottle will get a surprise as the facial-recognition technology shows the bottle's age as 100 and turns the screen red. It's the first inanimate object to be recognized by the software.
Amazon is advertising its new series "The Man in the High Castle" by decorating a train on New York City's 42nd Street shuttle with fascist posters and imagery. The show depicts a different outcome to World War II and shows America under Nazi rule. "In our determination, these ads are promoting a TV show, which is commercial speech," said Adam Lisberg, a Metropolitan Transit Authority spokesman.
Chandelier Creative's new heist-themed spot for Old Navy features Julia Louis-Dreyfus tying up Snoop Dogg in a bid to steal a million dollars from him. The ad promotes the brand's Black Friday sweepstakes, which also offers a $1 million prize.
Nearly all marketers -- 97% -- say that they want independent verification of whether their digital advertising is viewed by real people, not bots, a survey by the Association of National Advertisers found. The study also reports that 61% of marketers would take their digital business elsewhere if third-party measurement is not offered. Facebook and Google recently enabled third-party verification.
CP+B Scandinavia created a spot for Sony's Xperia Z5 phone that spotlights the speed of the autofocus on its camera with a hidden e-mail address. Consumers who send an e-mail to the address could win a free phone. "[C]onsumers have to be given fun and interesting reasons to watch branded communication," Sony Mobile's Martina Johansson said.
Companies that invest in their site technology like Facebook are best poised to benefit from advertising spend in the future, Monness, Crespi & Hardt's Internet analyst James Cakmak says. He predicts that all advertising will become digital, programmatic trading will be the norm, and native ads will be the answer to ad blocking. "This jives with our view that native optimized platforms are best positioned, noting Facebook, Pinterest, LinkedIn, Twitter, and Snapchat," Cakmak said.
New York-based Pfizer and Ireland-based Allergan plan to merge in a $155 billion deal that will make the new company the biggest global pharmaceutical seller and an advertising giant. Pfizer was the seventh biggest advertiser in the US in 2014, investing $1.4 billion in media, Kantar Media reports.
Brands should stop paying Chinese journalists for the privilege of editorial coverage, as the common practice is a slippery slope to payments for positive articles, undermines the credibility of the Chinese media and is headed toward catching the attention of government officials, Allison+Partners' David Wolf writes. "[T]he greater good demands that we put an end to paying off reporters, and none too soon," he writes.
Public relations should take a lead in encouraging marketing collaboration, as it's a crucial driver in creating a consistent strategic message, Shocase CEO Ron Young writes. PR is used to supporting and amplifying messages throughout all phases of the campaign, and marketers should take advantage of its expertise, he advises.
The #itJustFits campaign from apparel brand New York & Company targets younger consumers by showcasing the lifestyle behind the brand. Fans can watch a YouTube video of "American Idol" alum Jennifer Hudson describing her "looks," and they are encouraged to share and post their own under the campaign hashtag.
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