We Are Social’s Tuesday Tune-Up #144
V/LINE GUILT TRIPS wins Creative Effectiveness Grand Prix at Cannes 2014
McCann Melbourne have followed their stellar Lions haul last year by taking out the first Grand Prix of the year with the V/LINE GUILT TRIPS campaign. The campaign, which used guilt to encourage city dwellers to catch the train back to their hometowns to visit friends and family, grew total off-peak monthly sales for V/Line by 15% and boosted call centre enquiries by 28%.
In order to create awareness and help sell tickets to Creative Fuel (taking place on the 26th of July 2014) the below video was launched poking some fun at the industry and the thought that you don’t seem to need a creative idea anymore when you can just use technology. Behind the laughs are a few truths and definitely worth a watch:
UK social networkers are increasingly mobile
According to eMarketer research, 75.3% of UK social network users will access via mobile by the end of 2014, a figure that will rise to 90.2% by 2018. Naturally, ad spend is following suit; total mobile internet ad revenue will stand at $31.45bn by the end of the year, up from $17.96bn in 2013 and $8.76bn in 2012.
Social ads are preferred by marketers
A survey of marketers by Millward Brown has found that most prefer social media ads to native and email ads. When asked which ad types met their company’s digital branding objectives, the top answer, given by 51% of respondents, was ‘social ads’, followed by native (46%) and e-mail (36%). Social ads are also more common – 77% responded that they had used them, compared to 73% for email and 68% native.
Facebook accidentally launches Slingshot
Facebook has had Slingshot, its second attempt at a Snapchat rival, in the pipeline for a little while now. Last week, it accidentally launched the app, before pulling it from the app store and admitting its mistake.
Facebook adds tap and hold video sharing to Messenger
So we have to wait for Slingshot. In the meantime, Facebook Messenger has added another Snapchat feature – tap and hold video sharing. The update is already here for iPhone and is incoming for Android.
Facebook to target ads based on browsing history
Facebook has announced that it will use web browsing history for targeting ads on the platform. The platform will capture passive browsing information from various sites across the web, including, in future, those where its ‘like’ button is installed and, perhaps controversially, will not pay attention to the ‘do not track’ function in browsers. The network has also announced new privacy options, whereby users can click on an ad to see why it has been served to them.
Instagram brings ads to the UK, Canada and Australia
Only last year, Instagram launched its first Sponsored Posts in the US. Now it’s announced that adverts are to expand internationally, starting with three English-speaking markets: the UK, Canada and Australia.
A new method for sharing video ads on Twitter
Twitter is experimenting with a new way of sharing video ads, starting with Visa and adidas. When a user types in a particular hashtag (#visa for Visa, #allin for adidas) followed by a space, they will see a paper clip prompt. Clicking on it allows the user to easily share the ad with their followers.
Twitter to start showing weather-related adverts
Twitter has partnered with The Weather Company, so that advertisers can serve weather-specific ads on the platform. While this function has been available on The Weather Company’s website for a while, the move will now tie in with real-time social marketing, as Curt Hecht, The Weather Company’s chief global revenue officer, explained:
People experience the weather that don’t use our properties, so this enables us to connect with them elsewhere. Our clients keep asking us to go off-property.
Twitter launches website remarketing tag
Twitter has launched a tag for website remarketing, allowing advertisers to target Promoted Tweets or Promoted Accounts to internet users who have already visited their website. Any advertiser who already has a tag for conversion tracking can use the new system, while new users can create one using the Twitter ads UI.
Facebook and Twitter add World Cup features
Facebook and Twitter have added specific features for the World Cup. The former has created a World Cup hub, featuring live scores, highlights and real-time posts from friends as well as relevant players and teams. There’s also an interactive map showing the locations of top players’ fans, while users can use the ‘watching’ feature to share specific matches.
Twitter is targeting users as soon as they sign up. New users will be able to choose which nation they’re supporting and select from a set of pre-made supporter profile pictures and cover photos. Its answer to the Facebook ‘World Cup hub’ is the #WorldCup timeline, which similarly shows relevant posts from your network alongside others deemed relevant. Hashflags are back, too: typing a specific country’s hashtag will bring up the national flag. Lovely stuff.
Line releases Selfie Sticker app
Japanese messaging app, Line, has launched ‘Line Selfie Sticker’, aiming to take advantage of the twin trends of selfies and social stickers. Users can take a photo of their face (or someone else’s) and see it mapped to 130 character templates after a cartoon filter is applied. Stickers can then be shared on Line, as well as Facebook, Twitter and Instagram.
FIFA uses voting Twitter card
FIFA is using a Twitter card to display the results of its ‘Man of the Match’ votes after each game. It’s a pretty nifty little card, which you can click here to see, though for some reason the winner is always Qatar. How odd.
Visa looks to social for World Cup campaigns
Visa is looking to get the most out of its World Cup sponsorship with a variety of campaigns across social. It has created the ‘Teletransporter’, in which fans can add a picture of themselves to football characters to create a sharable video, as well as a number of videos, one of which is included below. The brand has also employed ambassadors to create social content on its behalf, and will be ensuring that it supports all this with strong targeting and mobile optimisation.
Coca Cola creates World Cup selfie montage
Coca Cola created a photomosaic flag for last week’s World Cup opening, made up of 233,206 socially-sourced selfies from across the world, all draped across the field. Here’s James Sommerville, VP-global design at Coca-Cola, talking about the campaign.
Hyundai develops World Cup microsite
Another World Cup sponsor, Hyundai, has created a Tumblr-powered microsite dubbed #BecauseFutbol. The page is set to contain 120 pieces of original art, which site visitors can remix or use to create new artwork and share on social media. Hyundai is supporting the activity with the below Times Square billboard.
Buffalo Wild Wings launches #fannerism Instagram competition
Buffalo Wild Wings is launching its Instagram presence with a World Cup-themed competition. The brand posted the below request for #fannerism images – winners will be contacted via Instagram Direct with an image that describes how to redeem a gift card.
Porsche celebrates return to Le Mans with social competition
Porsche ran a 24-hour Twitter and Weibo competition on Saturday, in conjunction with Le Mans. Entrants were able to create their own teams and could ‘go faster’ by tweeting better. The winner received a VIP package to an LMP race in either Austin or Shanghai.