We Are Social’s Tuesday Tune-Up #157
Roadshow Films using augmented reality technology to promote film
Following on from a teaser video of one man’s quest to capture a selfie with a dust tornado in the Australian outback, Roadshow Films have embraced augmented reality technology to deliver a unique outdoor advertising experience for their film ‘Into The Storm’. Using the technology, a window through which passersby could view a wild storm unfolding on the street ahead of them was created. The technology was used to create a higher level of engagement than traditional static outdoor advertising, and as a memorable topic of discussion. Featuring lightning strikes, tornados, and torrential rain, the display held nothing back in showing the full force of nature.
Ikea parodies Apple for new catalogue launch
Taking Apple’s trademark advertising style as a starting point, Ikea has delivered a parody commercial advertising the store’s most recent catalogue. The commercial, featuring the aptly named Ikea ‘Bookbook’, discusses the main features of the catalogue, including ‘eternal’ battery life, high definition photographs of products, ‘pre-installed’ content, and easy bookmarking of pages, in a way that would easily be at home in one of Apple’s own videos. While plenty of Apple spoofs have been made in recent years, Ikea’s effort seems to be making waves for all the right reasons, reaching 7.7 million views in less than a week.
Facebook requesting drag queens to change their names
As a part of their real names policy, Facebook is requesting that drag queens using the site change the name displayed on their profile to their birth name. Several drag queens using the site who have refused to change the name shown on their profile have had their profiles deleted, with members of the drag queen community planning to protest the policy and discuss the terms of the policy with Facebook. The dilemma created by the policy for the drag queen community raises further questions about who else the policy may impact.
Apple Watch to feature social apps
Following its grand unveiling last week, it has been revealed that Facebook, Yahoo, Pinterest and Twitter are among the companies already developing apps for Apple Watch. While certain features such as the ability to receive and act on Facebook notifications have been demonstrated, it has not yet been announced whether ads will be included in the small-screen apps. The wearable device got a relatively subdued 336,000 mentions on Twitter right before and after its unveiling, compared to the hefty 1 million-plus mentions of the new iPhones launched the same day. The gadget will be released early next year, so (Apple) Watch this space!
Facebook takes on YouTube
Facebook joins Yahoo in taking on YouTube as a distribution platform for multi-channel networks and their stars, approaching some of YouTube’s biggest content producers to get them to distribute their videos directly on the social platform. Already, some have experimented with putting some of their top YouTube series on Facebook, including Disney’s Maker Studios and Collective Digital Studio; the latter making its animated viral hit “Annoying Orange” available on the social network. The competition is no surprise, as “more brands divert their focus from broadcast TV to online video”.
Facebook tests self-destructing posts
Facebook is trialling a new feature on a small number of users’ iOS devices that lets you schedule the deletion of your posts in advance. The feature gives users a set of choices from one hour to seven days before a post is deleted– an update potentially very useful addition for brand and business Pages. Facebook has tried its hand at self-destruction before; in June it released a Snapchat clone called Slingshot.
Facebook Messenger lets users doodle over photos
Facebook has released an update to its Messenger app for Android that lets users edit photos from their device’s gallery by drawing or typing all over them. Interestingly, the update does not currently work with photos taken via Messenger’s built-in camera. To use, people simply need to tap on the photo icon in the bottom control row, and then they are given the option to write, text or draw.
Buy your mate a Budweiser through Facebook
Budweiser is trying its hand at social commerce with the launch of two new programmes on Facebook. “Bud Light Birthday” lets users hand out free beer vouchers to friends on their Birthdays (providing they’re of-age), while “Bud for Buds” celebrates allows users to buy vouchers to send as gifts for any type of special occasions. To redeem the offer, the recipient simply needs to click on the link and show the ID to a bar’s point of sale. From there, it’s beer o’clock!
Topshop’s SS15 launch on Facebook
Topshop, the UK high street fashion retailer, launched part of its SS15 ‘Unique’ collection not on the runway, but exclusively on Facebook. The range was made available to buy immediately after the end of the show, a ‘fast-fashion’ shift that has also been embraced by luxury fashion brands including Burberry.
Each season, it becomes clear that social media is playing a bigger and bigger role in Fashion Weeks worldwide, and this is faring well for brands too. As NYFW draws to a close, results show Twitter mentions are up a huge 1,113% this year for sponsors including WGSN, Samsung and Mercedez-Benz.
A branded response to #AppleLive streaming
Apple product launches are undeniably huge social media moments, attracting global conversation. So naturally, marketers jumped on Tuesday’s live streaming of the iPhone 6 and Apple Watch unveiling in their masses, with some doing better than others. MasterCard, an initial partner of Apple Pay, used the event to promote the new feature:
— MasterCard (@MasterCard) September 9, 2014
Denny’s brought some humour to the night in highlighting the technical issues suffered by frustratingly trying to livestream.
— Denny’s (@DennysDiner) September 9, 2014
Competitors also had their say, with HTC and Windows playing a seemingly friendly game of social media banter, amongst Blackberry’s slightly pitiful reminder that it’s still around.
— HTC (@htc) September 9, 2014
— BlackBerry (@BlackBerry) September 9, 2014
Of course, Oreo didn’t miss out on the opportunity either, with yet another real-time Photoshop response.
Just like a twist – it’s all in the wrist. pic.twitter.com/UDzFDAb78G
— Oreo Cookie (@Oreo) September 9, 2014
How brands Tweeted about the second #RoyalBaby
Last Monday, the Duke and Duchess of Cambridge officially announced they are expecting another child. With 260,000 tweets sent throughout the day about the big announcement, #RoyalBaby began trending around the world with more than 70,000 uses of the hashtag. Several of the tweets celebrating the news came from brands. One of the quickest to offer its congratulations was @NissanUK, who managed to produce an ad just seven minutes after the news broke. Featuring the Nissan X-Trail seven-seater, the company tweeted a picture of the interior of the vehicle with a crown on each seat:
— NissanUK (@NissanUK) September 8, 2014
Brands’ Twitter reactions to 9/11
Last week saw the 13th anniversary of 9/11, an occasion where many brands undoubtedly wanted to become part of national conversation. Some brands commemorated tastefully, such as New York retailer Century 21, who posted a picture of a memorial painted by artist Mr. Brainwash at one of its stores, and Walmart and Nordstorm posted unbranded images of the Manhattan skyline.
Always Remember. pic.twitter.com/2SsTeoemjf
— Walmart (@Walmart) September 11, 2014
However, unsurprisingly, not all brands remembered the date with such grace. Build-A-Bear was forced to remove a tweet of a teddy bear in fatigues after it received much to-be-expected criticism, while several brands including Dunkin’ Donuts and Applebees invoked the wrath of Twitter critic, Mike Monteiro. His comments made many look twice at 9/11 brand tweets – you can read some of his replies below.
— Mike Monteiro (@monteiro) September 11, 2014
Thank you @Applebees. When we pulled Mother’s body out of the wreckage we dragged it to Applebees. And you guys gave us free sodas.
— Mike Monteiro (@monteiro) September 11, 2014