Meow Mix, with Publicis Groupe's PSOne, has released four new takes of its classic jingle for fans of country, Latin, heavy metal and R&B music that are available on the brand's site, Spotify, YouTube, digital radio and social. PSOne's Jason Gorman says the range of music is designed to appeal to a range of cat lovers: "Cat lovers and music fans are both incredibly passionate, so why not marry two passion-driven fandoms and give everyone something really fresh and memorable."
Marketers saw the writing on the wall when Instagram began to test blocking the viewability of "likes" for consumers in various countries before the policy was recently implemented in the US, and many recognized gauging campaign outcomes will require change. Mavrck's Lyle Stevens says, "We are already seeing marketers adopting more sophisticated measurement capabilities, including referral codes and swipe up affiliate links in stories," while other marketers say the change will drive brands to focus on alternate engagements that demonstrate more than interest.
Kinder launched its Bueno bars in the US with a sensory "Sweeteasy" experience in New York City, created with Omnicom's Alcone, which began with a giant version of one the candy bars opening to reveal a slide to lead attendees down to a speakeasy bar. The bar offers chocolate-flavored cocktails, chocolate-themed fortune telling, a wafer swing designed for Instagram Boomerangs, honey-flavored bubbles cascading from the ceiling and more, with Alcone's Andrew Allen explaining, "We built the experience really around creating a heightened taste experience that felt adult and premium."
Chick-fil-A increased mobile app downloads by integrating QR codes into digital signage and steakhouse chain Blackrock Bar & Grill recorded a 27% lift in redemption rate with a scannable coupon on restaurant TVs, according to UPshow analysis. As smartphone technology has advanced and leading platforms such as Snapchat and Pinterest have jumped on board, UPshow contends that QR codes are becoming a more viable marketing tool for encouraging app downloads, delivering coupons, activating consumer communications and other initiatives.
Twitter launched a service that enables individuals to follow tweets that match 300 topics of interest such as fishing, NBA and NASCAR and will enable marketers to target ads toward these various groups. Marketers concur that this is an opportunity to more finely tune messaging and Twitter's JP Maheu adds, "The new feature will enable brands to increase their cultural relevance and build equity with audiences."
Disney+, the entertainment giant's streaming service, reports it has 10 million subscribers after being active for two days. Chief executive Bob Iger has predicted Disney+ will attract from 60 million to 90 million subscribers around the world by 2024.
Nickelodeon will produce original movies and series for Netflix under a multi-year agreement the companies announced that also reportedly includes a "music-based" "SpongeBob SquarePants" spin-off focusing on the Squidward character. The deal, reported to be worth about $200 million, will involve Nick creating content based on familiar characters as well as new ones.
John Lewis has debuted its first Christmas spot with partner Waitrose, which is titled "Excitable Edgar" and created by Adam&EveDDB. The spot is set to a version of REO Speedwagon's "Can't Fight This Feeling" and tells the story of friendship between a girl named Ava and a young dragon named Edgar, whose lack of control over his fire-breathing threatens to ruin the festive season until Ava helps him to win over the townsfolk by getting him to light the Christmas pudding.
Unilever has instituted policies to ensure its influencer marketing efforts are effective and responsible, including brand and platform transparency and ongoing third-party verification, says public relations head Casey DePalma. She discusses successful influencer efforts and says working solely with social influencers is limiting, noting, "It's important for brands to think about all their partners, advocates, etc., with 'influence' and how they work together as a strong and ongoing network of ambassadors for a brand."
Former Google Search employee Kaspar Szymanski breaks down 10 myths surrounding search engine optimization and offers advice for a successful SEO strategy. Among his insights: SEO should be an ongoing project, not just a one-time effort; Google is not out to get you -- it's neutral, even to its own properties; and keywords aren't as important to SEO as they once were, so focus on content and context.
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