We Are Social’s Tuesday Tune-Up #128
The ‘Outlaw’ Burger is back and Burger King NZ is framing their customers
Burger King NZ has just reintroduced their previous ‘hot-cake’ sales item: The Outlaw Burger. This time around they’ve created a socially driven campaign and are putting their customers up on the ‘WANTED’ billboard.
The idea is simple: If you buy the Outlaw Burger “you will become an Outlaw”. Meaning Burger King will go to the extent of using their security footage to film you, broadcast the footage back to their audiences in 15 second clips and add the Call To Action of identifying the ‘Outlaw’ at the counter on their Facebook page. Whoever calls it first wins a $250 bounty.
It’s easy, fun and triggers social engagement due to a low entry barrier considering the relatively high prize reward. However, privacy laws in New Zealand and protection of the individual via public broadcasting may be making release forms a tedious addition to the campaign.
Surfing the Snapchat Wave
The Association of Surfing Professionals (ASP) arrived on Snapchat to give followers a ‘gnarly’ look into pro surfers’ lives, behind the scenes info & footage of big wave contests and the overall lifestyle of those at the core of the world of surfing.
In an interview with Mashable ASP have proclaimed their strategy as an approach towards “finding fun, creative ways to bring fans closer to the athletes and events”. It’s story-telling at its best and showcases a brilliant way of bringing the brand experience to life via social: Fans and followers are able to dive into the deep end of what it means to be a big wave surfer in an immediate and always timely way.
With the never-ending array of surfacing social apps comes the opportunity for brands to enter and, more importantly, create ‘the conversation’ and ASP have bolstered themselves to the forefront of one of the lesser marketed conversation platforms: Snapchat.
The importance of mobile to Twitter
The importance of mobile in social is well documented; however, it seems that it is even more integral to Twitter than Facebook. Facebook sees a higher average time spent per user per month than Twitter on both desktop (6 minutes 24 seconds) and mobile (7:43), though the difference between the two formats is far more marked on Twitter. The average user spends 3 minutes 7 seconds per month on Twitter through mobile, but only 36 seconds on a computer.
How TV is discussed on Facebook
A study into TV discussion on Facebook has produced some interesting results. According to SecondSync, 60% of TV-related Facebook interactions happen in real time, while the show is airing, while 80% come from mobile devices. There are also consistent patterns of engagement depending on genre, displayed below:
Facebook ads perform well for reach
The 2013 Year in Review Global Media Intelligence Report has examined the reach achieved by a number of different media, measuring them on a ‘normalized scale’. According to this, Facebook ads are far better than other online media at reaching users, and consistently improved their performance from Q2 2013 onwards.
Facebook’s trending stories
Facebook has extended the prominence of its ‘trending’ stories, featuring examples in the newsfeeds of certain users. When somebody clicks on the ‘trending’ icon, displayed below, they will see further updates on the topic by friends, pages and public profiles. This could be really interesting, if they manage to successfully target stories based on what’s trending amongst your friends and using demographic and like data.
Pages to watch in Facebook Insights
Facebook has added a ‘pages to watch’ section to its Insights tool, allowing page admins to examine the performance of similar pages. The feature looks to allow easier comparison between a brand and its competitors.
Facebook to show admins responsible for posts and comments
From February 20th, Facebook page admins will be able to see which admin wrote an individual post or comment. The view will only be visible to other admins of the page in question and will not be installed retroactively (i.e. on posts from before February 20th).
Twitter experimenting with new profiles
Twitter is testing a fairly radical redesign of its user profiles, potentially moving away from the classic vertical stream. Some users reported that they had seen vast changes, as shown below, which then reverted to the more classic style, before changing back once more. What does the future hold for Twitter profiles?
Twitter users more likely to buy new cars
As a result of its parternship with Datalogix, Twitter has released a new service that allows automotive brands to measure the impact of the network on their offline sales. Research supporting the launch of the service found that households with Twitter users were twice as likely as the average US home to purchase a new vehicle, while those who were exposed to promoted tweets were 32% more likely again to do so. Also, automotive brand followers were three times as likely to make a new vehicle purchase.
Twitter promoted Vine with growth ads
Twitter has been running ads on Flipboard, the social network aggregation tool. These push viewers to sign up for Vine, with Twitter looking to grow the user base of its video-sharing app.
New BBM features for iOS and Android
BlackBerry has updated its BBM offering for iPhone and Android with a wealth of new features. These include: voice calls, channels, dropbox and location sharing – all of which should help in the battle against various other messenger apps.
Brands and the Winter Olympics
As a result of Russia’s controversial LGBT laws, Winter Olympic sponsors have seen a fair amount of backlash on Twitter, with mocked up images depicting violence inflicted on victims juxtaposed with brand messaging.
#CheersToSochi Hey, McDonald’s, you really SuperSized your anti-gay bigotry this time. Boycott Olympic sponsors! pic.twitter.com/VDYrsnvgNw — DEClark (@d3clark48) February 9, 2014
Nice ad, @ProcterGamble. Too bad none of your terrific products can scrub off the #Sochi2014 stain. #CheersToSochi pic.twitter.com/6kSUu2pVzn — Queer Nation NY (@QueerNationNY) February 8, 2014
Despite this controversy, a number of US sponsors have released campaigns around the event. BMW asked fans to tweet their support for the US Bobsled team that they sponsor, AT&T created an app for fans to develop a ‘USA’ chant and Visa have documented the whole thing using Vine and the hashtag #everywhere. According to We Are Social’s analysis, it is the latter who have dominated conversation around the event, with around 5,000 mentions; McDonald’s is in second place with roughly 3,700 and Coca Cola in third.
#LoveJu and the world’s first social choreography
We Are Social’s Milan office produced the world’s first ever social choreography for Italian football club, Juventus. A Facebook app dedicated to picking the winning #LoveJu design saw 3,122 entries, 4,500 registered users, 290,00 views and 18,118 votes. The winning entry is shown in the below video.
Heineken tried to get men to show their romantic side for Valentine’s Day, using the incentive of a free sponsored date. Anyone could apply for a box to be sent to their boyfriend, containing details of the date, but in order to receive the code necessary to unlock it, he’d then have to share his mushiest feelings on Instagram. Romantic? Bribery? A bit of both?
Brand on brand on Valentine’s Day
It’s an ever growing trend – brands talking to each other on Twitter. Well, Valentine’s Day saw the perfect opportunity for some set-up brand on brand action, such as the below. You can click through to this article for more examples.
Dogs aren’t the only ones that will roll over for you, @IAMS. You’ve got me going in circles. #xoxoSweepTrap pic.twitter.com/ZKnd9dULNv — Swiffer (@Swiffer) February 14, 2014
Best. #ValentinesDay. Ever. CC: @Netflix pic.twitter.com/uuhk1Zw4ad — Oreo Cookie (@Oreo) February 14, 2014
Pizza Hut on OKCupid
In good news for the incredibly lonely, Pizza Hut set up an OKCupid profile for Valentine’s Day, inspired by the marriage proposals they receive on Twitter. Using the hashtag #CommitToGreatness, they’re using the profile to ask fans to propose in more creative ways, with the winner receiving free pizza for life.
To all those who have tweeted ‘marry me’ at us: you’re on. http://t.co/NDrQc8Q0is #CommitToGreatness pic.twitter.com/6YSDLXarwv — Pizza Hut (@pizzahut) February 10, 2014
Kisses (and Twitter fails) begin with Kay
Kay Jewelers released a new advert, in which a woman is so interested in her phone that a male suitor has to text her in order to present her with a new necklace. They supported this on Twitter with the hashtag #ekbwk (Every kiss begins with Kay), which was met with a nice chunk of online negativity.
If I had to text my wife to get her to look up from her phone at dinner on Valentines Day, guess who’s not getting that jewelry? #ekbwk — Pete Seroogy (@PeteSeroogy) February 14, 2014
If you take your girlfriend out to lunch and she’s texting the entire time you dump her you do not buy her jewelry #ekbwk #kayyouaredumb — mEa (@maxinealden) February 10, 2014
The Conservative Party’s ‘Lookback’ video
Everyone’s seen them: the Facebook ‘Lookback’ videos that detail your journey on the platform, from the embarrassing things you did years ago… to the embarrassing things you do now. The UK Labour Party has released a spoof video for their rivals the Conservative party, highlighting the various mistakes they’ve made while in power. It’s probably not as embarrassing as yours, though.