Marketers are pretty savvy at this digital thing
A glance at the trades, shows Super Bowl coverage has kicked into over drive. There are digital/TV integrations o’plenty to choose from, but take a deeper look and a trend emerges: it’s not just one off stunts but strategies marketers can put into effect on an ongoing basis. While we’ll still see spectacle (any one else miss the day’s of Mitsubishi’s See What Happens campaign?), the first two links are prime examples of brands using digital in the way real life people consume and create content.
By Josh Messinger, President, VMA Media
What: How Butterfinger’s Super Bowl Campaign Is Perfecting the Art of Facebook Autoplay Videos. Getting users to slow their scroll
Why: Butterfinger is leveraging best practices and its relationship with Facebook to create videos people want to stop and view. By animating the opening tagline, testing camera angles that pop, and using subtitles that disappear when sound is enabled this brand recognizes that being in a person’s feed isn’t enough. Garnering the user’s attention is when engagement happens. Coupling these videos with a series of animated gifs with clear product shots means Butterfinger’s efforts are about product as much as content. Makes me hungry for more.
Why: Pepsi & Anheuser-Busch have worked custom emoji’s into their large paid buys on the social platform which tie in with their Super Bowl spends. In Pepsi’s case, every time the hashtag #PepsiHalfTime is used on Twitter a Pepsi can and music notes appear. Twitter has a limited number of emoji available which gives these tweets one more way to stand out from the social chatter on game day. #VMAsNicoleHealySaysGoBroncos!
Why At last year’s ADAPT Summit, Marriott’s David Beebe shared the hotel’s plans to get into the content game with the trailer for the film Two Bellman. Most branded entertainment initiatives come as a one off story; but Marriott has just announced a second series of Two Bellman. We’ll be seeing more brands following suit. This piece explores why the idea rarely takes root.
Why: The NHL has done a great job with their app. Brands have pumped out a lot of great video content. Building a branded app that houses and contextualizes all of your content is ready for prime time.
Why: More than 500 million people watch videos on Facebook daily…and thats just Facebook. YouTube, Vine, Instagram, etc. I shouldn’t be selling you on the ubiquity of mobile video; this article should.
Why: The demarcation between product, marketing, and utility has been blurred. Voice recognition services mean phones were just the beginning. Hardware like Echo and Xbox are making homes discovery centers. Apple’s Siri is being baked into cars. Soon you will be able to yell at all devices, “bring me a…”. Get ready for the next exclusivity land grab: the voice.
Why: Because no one wants to fly blind.