McDonald's is using GIFs and tweets to help announce its plan to offer popular breakfast fare all day long. The chain even revived and responded to a tweet from seven years ago in which a customer suggested such a change be made.
Innocean USA has created an Instagram quiz for Hyundai that lets consumers see which of three SUVs by the automaker would be a good match for them. The SUV Lifestyle Quiz employs 18 Instagram accounts, 390 pictures and background algorithms.
Diet Coke is retweeting its favorite messages from fans on illustrated billboards, magazine pages, framed art and specially made jewelry. Droga5 created the "Retweets of Love" push in collaboration with esteemed designers and illustrators. "A simple retweet just isn't enough for our loyal fans who love the great taste of Diet Coke," said Coca-Cola North America's Danielle Henry.
The rise of ad blocking usage online reflects consumer sentiment that has gone against intrusive ads and means that advertising is going to have to change, say some industry experts. "It's a wake-up signal for advertisers to try to be more relevant, for publishers to try to not be as obnoxious," said Ben Kunz of Mediaassociates.
Consumer brands need to concentrate on marketing to their most loyal and passionate customers, as only 4.7% of them will generate referrals socially, per EngageSciences. To identify these customers, companies should invest in the employees who have that initial one-on-one contact via social media, build relationships with their key influencers on Instagram and invite those influencers to play a role on customer policy boards.
The Federal Trade Commission is settling with gaming content creator Machinima for not providing enough clarity around the funding for some of its videos. Regulators say the company did not properly disclose that certain content was paid for by XBox One promoter Starcom MediaVest Group. "We hope and expect that the agreement we have reached today will set standards and best practices for the entire industry to follow to ensure the best consumer experience possible," Machinima said in a statement.
Hilton Worldwide launched a data-driven revamp underpinned by surveys and interviews of thousands of consumers around the world. That allowed executives to identify a dozen key consumer demands and to differentiate hotel brands by having them focus on specific needs. "Hilton Worldwide's success so far is testimony to the power of a strategy that puts customer choice at the heart of the business," write Michael Silverstein, Dylan Bolden and Dan Wald.
The Weather Channel's TV Everywhere offering can be accessed by most pay-TV customers, now that Time Warner Cable, Bright House Networks, Cox Communications and several other top providers have signed on as partners. "Streaming the network live will allow our viewers to get critical, even potentially life-saving information anywhere they are, and perhaps most importantly, even if their power goes out," said Dave Shull, president of The Weather Channel Television Group.
Nickelodeon, PBS and Disney Jr. are among the children's TV programmers that are using digital platforms and gaming applications to build audiences for their content and combat declines in traditional viewing. Programmers also see potential in content that adults can watch with children, with Boomerang and Discovery Family Channel revamping their lineups to increase multigenerational appeal.
The Federal Communications Commission on Wednesday gave its OK for a protective order for the proposed Charter Communications-Time Warner Cable merger that will set the guidelines for the handling of confidential materials during the review. The release of the order is expected to trigger the 180-day shot clock for the review process.
- Page 1