We Are Social’s Tuesday Tune-Up #148
Virgin Mobile Australia launches #mealforameal campaign
As part of their major integrated marketing campaign ‘Making Mobile Better,’ Virgin Mobile Australia has partnered with OzHarvest to turn the act of taking pictures of food into something beneficial for Australians. With the #mealforameal initiative, every time someone posts a picture of their food to social media and includes the hashtag, Virgin Mobile will donate to OzHarvest so they can provide a real meal to someone in need.
Jägermeister is ‘Strange But True’
Over the past month, premium spirits brand Jägermeister has been delivering their new ‘Strange But True’ positioning on Facebook. The campaign uses illustrations to depict the various characters that males identify with in their social groups. One of the main actions for social sharing is having friends “tag their mate” that identifies with one of the characters – a frugal Fox, a noble Stag, an Owl who loves to party, a Wingman or a Snow Leopard who spends too much time in his man cave. The campaign is designed to shift the thinking of Jägermeister from a drink for the end of the night to a drink made for the beginning.
Anonymous app Secret moves away from anonymity
The popular anonymous app Secret has teamed up with Facebook to make it easier for people to view popular secrets shared by their friends. In a shift that moves the app away from anonymity, Secret is rolling out two new features this week to both their Android and iOS apps called Facebook Login and Collections. Facebook Login will let users see secrets from friends, while Collections will offer a curated stream of popular secrets.
Mobile social use is up, desktop slightly down
A new comScore report has explored the growth of mobile use in social, arguing that it does not come at the expense of desktop use. Between May 2013 and May 2014, the total number of minutes spent using mobile to access social media grew from 479bn to 687bn. You might expect to see a similar drop in desktop use, but you’d be mistaken: total desktop time did fall, but only from 477bn to 466bn.
Mobile and digital budgets are up
Digital advertising budgets will this year rise 16.7% to $140.15bn, according to eMarketer predictions. Spend on mobile/tablets will see the most signficant jump, up 84.7% to $32.71bn. By 2018, digital will account for a third of global ad spend, while mobile will be 70.4% of UK digital budgets, and 67.8% in the US.
Facebook adds ‘suggested videos’ to mobile
If you watch a friend’s video in your mobile News Feed, Facebook will show you a set of suggested videos, much like the ‘Related News’ feature. This is the latest Facebook update that seeks to encourage people to share and watch videos, and TechCrunch has accordingly likened it to a TV channel.
Facebook creates ‘Out-App Purchase’ ad
Facebook has launched a new ad type: the ‘Out-App Purchase’ ad, which allows those who develop Facebook games to sell virtual goods directly through the News Feed. Currently, the unit is only available for desktop, but, should it prove effective, we may well see a move in the lucrative mobile market.
Twitter goes all out on organic reach
Twitter is backing itself as the social destination for organic reach, telling brands that they can be seen by 30% of their followers for free by tweeting 2-3 times per day. Not only that, but it has released a set of organic tweet analytics, so that brands can now see how many users viewed or engaged with organic tweets.
Pinterest updates ‘Follow’ pin
Pinterest has developed a new, animated ‘Follow’ pin to be featured on websites outside of its network. Rather than simply linking to Pinterest, the button will launch a pop-up preview of the account, featuring a selection of its pins.
WeChat launches ad platfrom
WeChat, the Chinese messaging service, has created an ad platform for brands with over 100,000 followers. Ads will only appear when users click on full-page posts from officials accounts that they already follow. Even then, the ad is not full screen, but shows up at the bottom of the page. Nevertheless, it’s worth keeping an eye on how WeChat’s advertising strategy grows in the future.
The World Cup breaks social records
The World Cup is over too quickly, once again. According to Facebook, the final was the most talked-about sporting event in the network’s history, amassing a total of 280m mentions. One semi-final also managed to inspire a huge social response, as Germany trashed hosts Brazil 7-1. This was the most discussed sports game ever on Twitter, with 35.6m tweets in total. Germany’s fifth goal broke the record for global tweets-per-minute at 580,166.
Unsurprisingly, brands wanted to get in on some of the action. Below you can see examples from a huge variety of companies, from Visa and the Seattle Seahawks to Sony, Paddy Power and adidas.
Stunned. #WorldCup #Brazil2014 pic.twitter.com/CRVF0HesU1
— Visa (@Visa) July 8, 2014
— Seattle Seahawks (@Seahawks) July 8, 2014
Well, this is awkward…. (via @diosflorentino) #BrazilNuts pic.twitter.com/OM1PYZ7dzt
— Paddy Power (@paddypower) July 9, 2014
Only the best teams make it to the semi-finals of the #WorldCup. Congratulations to Germany and the hosts. #allin pic.twitter.com/5oYR9mFOco
— adidas (@adidas) July 8, 2014
Sour Patch Kids on Snapchat
Sour Patch Kids is to become the first Mondelez brand using Snapchat when it enlists the help of Logan Paul to run a week-long campaign. The social media star will send out Snaps from the brand’s account, detailing pranks that range from ‘sweet’ to ‘sour’.
Mercedes-Benz targets millenials on Instagram
Mercedez-Benz has launched a campaign on Instagram, dubbed #GLApacked, intending to target a younger audience. The brand has got Instagram influencers on board, each of whom has been loaned a GLA for a cross-country trip and asked to document it on the network.
4Music is searching for a vlogger
British channel 4Music is searching for its next vlogger through an online ‘Vlogstar’ microsite, sponsored by O2. Entrants need to submit a YouTube video for their chance to be the winner, who will be allowed behind-the-scenes on 4Music shoots and at gigs, producing several videos every week for the channel.
The CIA and Twitter
Last week, the CIA used the hashtag #twitterversary to answer some of the ‘top questions’ it had been asked since its launch on Twitter.
Sorry for not following you back @TheEllenShow. But if you visit us maybe we can take a selfie? #twitterversary
— CIA (@CIA) July 7, 2014
The above and other tweets like it have led to a debate over what the CIA’s strategy is. The humour may lead to a number of RTs, but questions have been raised about whether this helps the CIA’s chief objective: gaining trust. Indeed, this may be all the more relevant in the week when it has come to light that the activities of Twitter users were analysed by the US military in an attempt to understand how to influence people. News like this is likely to lead to increased debate about privacy, in which the CIA may want to be a major player.