‘I want it all, and I want it now’

When Freddie Mercury stood there in his tight, leaving nothing to the imagination trousers and feathered jacket screaming about wanting it all, he was basically predicting the future. He knew. We always knew the man was revolutionary, but he knew that the generation that was about to come out of the drunken mistakes of the 70s would want everything, day or night.

Which leads us to the screaming demands of today’s consumers who want to access entertainment, food and drink around the clock. The world is changing dramatically and the way we live, operate, eat and consume has changed dramatically. No one is going home at seven o’clock to sit around one television set and go to bed by ten. Realistically, we’re still in the office at seven and we’re meeting our friends at nine, to grab a table at ten to go for after dinner drinks at twelve and this is just a Wednesday. Add in the night tube, Deliveroo and Uber, and it’s easy to get around and access late night venues.

So naturally because the world changes, it’s up to brands to change and adapt with the world, except traditionally they haven’t been very good at that.

Brands like to cling to the past

Not all brands are guilty of this, but many are. Logos are associated with tradition and change is scary. But in a world that has changed so dramatically from even five years ago, it’s obvious that brands can’t afford to stay the same. They’re fighting for survival here and it’s up to the agencies that work with them to guide them through those changes.

Understand the world

Connecting a brand with an audience comes down to understanding your audience. It’s advertising 101. Something Pepsi widely misjudged, but let’s not even go down that rabbit hole. The point is, if you want to talk to a group of individuals, learn how they operate and where they get their kicks. Once upon a time the only options for the majority were getting pissed down the local pub and then hitting the nightclubs before grabbing some cheesy chips and a dirty donor on your way home. Which is not to say there’s anything wrong with a dirty donor, there absolutely isn’t, but that scene isn’t for everyone. Now we have tea houses open until 1am so you can sit around drinking battenberg flavour rooibos while playing scrabble. Or people prefer to do their drinking during the day at festivals or in the park. And food has become way more important and we’re all busy finding popups and food markets and good restaurants, because a donor and chips no longer cuts it.

Have no fear

While it seems like a scary time for brands, it’s actually a wonderful opportunity. The world is opening up which means capitalism is doing its thing, but it also means we’re spending more time drinking and eating and engaging with brands. The statistics show that the melding of day and night economies is only set to rise massively and it’s now a case of losing your business and becoming a dinosaur, or evolving with the world.

It’s time for brands to start thinking about how they make themselves available around the clock, and how they fit into the lives of consumers today, and any agency working with brands should be leading this charge, day or night.

Mistress pulls El Chapo’s Strings on Social

For Univision’s original blockbuster series, “El Chapo,” Mistress has created an integrated and immersive social campaign for fans. The series and the creative are 100% in Spanish and comprised of over 200 assets including a multi-touchpoint social-first micro-campaign using the traditional Mexican storytelling device of marionettes to highlight how, in the world of El Chapo, everyone either manipulates or is being manipulated.

To celebrate the death of Season 1, a traditional narco tomb was created and filled with effigies of the characters and props from the show. Through a Facebook 360 experience fans were able to explore the tomb and spend time discovering “Easter eggs” from the show hidden in every corner, like the cans of chile El Chapo used to smuggle drugs and the green cooler used to store the severed head of a drug lord’s wife.

To date, our campaign has seen more than 26,000,000 social impressions for our puppets, and “Death of a Season” 360 has been viewed over 2,000,000 times and has reached over 4,900,000 potential fans.

Marionette El Chapo
Marionette El Chapo
Marionette El Chapo
Marionette El Chapo

Explora la narco tumba de la primera temporada de #ElChapoTV y revive cada momento. ¡Para la experiencia completa asegúrate de ponerte audífonos!

Posted by El Chapo on Sunday, May 21, 2017

Just another HSE Cake weekender

Despite Arsenal winning, the FA Cup final felt like it got it’s mojo back

We worked with EE and YouTube influencer Callux to highlight EE’s sponsorship of Wembley, promote their JustEat collaboration and create a fun piece of content which saw him and 4 of his fans have a sleep-over at Wembley the night before the FA Cup final. His video went live on Saturday night at 7pm and has since had over 850,000 views. Give it a watch: https://www.youtube.com/watch?v=-C3mbYklt2c

We also supported the FA’s alternate broadcast, offering special behind-the-scenes content and commentary by two influencers, along with special guests including Callux, all live streamed to the FA TV YouTube channel, with EE as the lead partner. It’s clocked up over 115,000 views: https://www.youtube.com/watch?v=TlHIHetekG8

Then, we were straight back to work at Paddington Station this morning to celebrate the launch of the first Paddington 2 trailer. There’s a screen in a giant suitcase and lovingly made ‘2’ shaped marmalade sandwiches. 

If you head out from Paddington Station this evening make sure to keep an eye out for it. The sandwiches have gone though…

6 Reasons Why Social Media is an Absolute Must for Branding Your Business

By Honey Comer, VP, Client Services

Facebook launched its first ad about five years ago. Since then, the digital landscape has changed dramatically, and today, 90% of marketers now acknowledge that social media is essential to their business (source). 
Despite this massive adoption, the fact that social ad products and capabilities iterate so quickly means there are a lot of opportunities for marketers that didn’t exist even a few months ago. Here are the top six reasons to use social now:

1. Increase Exposure and Cultivate Affinity

A recent survey calls out positive exposure as the most recognized benefit of social media marketing.  Among the professionals who participated, 89% said they believe social media has generated more exposure for their business and 68% have used it to develop a loyal base of fans.

This makes sense because social platforms are built for connecting people to each other and to the things that matter to them. Audiences are trained to seek out compelling content in this space and then share it with their friends. Brands who are careful to keep their content relevant and interesting reap the most benefits in this area. 

2. Gain Consumer and Marketplace Insights

A closely related strength is the ability of social media to provide a window into the mind of the target audience. With every post, tweet, like and comment, your audience is sharing insights about who they are and what moves them.  
On the qualitative front, a strong community management strategy can make the benefits two-fold. An experienced community manager can help identify barriers, address objections and report valuable consumer feedback in real time. 

3. Increase Traffic and Boost Search Rankings

More than 79% of marketers surveyed report seeing positive benefits to their site traffic from social media efforts (source), and the platforms take their role in this seriously. Facebook, in particular, has rolled out multiple ad types designed to enhance the user experience while encouraging click-through. An uptick in engagement and link clicks also creates a valuable byproduct: improved search ranking.

4.  Drive Direct Leads and Sales

Social media has the power to impact a business’s bottom line. In fact, more than half of marketers who have maintained activity on social for two years or more report that it helped them improve sales (source). Many of the platforms have created “shoppable” ad units that make it easier than ever for audiences to buy on the spot. They can also now opt-in to lead forms seamlessly with little to no interruption in experience.  

5. Deliver Messages Instantly    

Social media moves fast. This means that an important announcement or crisis communication can be delivered to the right people as soon as it’s created. Content also has a shorter shelf-life on social – something that can be advantageous when strategy pivots or optimization opportunities are on the table. 

6. Reach the Right People

Finally, a chief advantage of social marketing is the ability to target the right people and not cookie approximations. Messages can be hyper-focused by geotargeting, by behavior, or to existing customer lists – just to name a few. Of equal use is the capability to exclude audiences that a brand doesn’t want to reach. For example, current app users can be removed from a campaign focused on new installs. 

In the constant battle for consumer attention and dollars, staying on top of the latest offerings and taking advantage of new capabilities on social is a good way for businesses to get a leg up against the competition.

Is your brand interested in how to take better advantage of social media? Contact Likeable Media to Learn More!


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Marketers set to accelerate spend on experiential

More than half of chief marketers will spend at least a fifth of their budget on experiential in the near future, a new study shows, compared to less than a third who do so now, writes Campaign Magazine’s Simon Gwynne.

One thousand chief marketing officers and brand managers in Europe, North America and Asia were polled by brand experience agency Freeman data solutions and research provider SSI about where they expect to direct their resources.

Globally, 51% said they would spend more than a fifth of their budget on experiential in the next three to five years, compared to just 31% who do so currently.

The bulk of these – 37% of those polled – said they expected to spend between 21% and 50% of their budgets on experiential.

Meanwhile, 14% said they would spend more than half of their budget on brand experience – but this compares to 18% who do so already, suggesting marketers increasingly see experiential as a major part of a mixed strategy, rather than a single dominant channel.

Chris Cavanaugh, executive vice-president and chief marketing officer at Freeman, said the numbers showed that brand experience was continuing to grow in scope and importance.

He added: “Steep competition, changing demographics and more sophisticated audiences mean now, more than ever, marketers need new approaches. The right brand experiences have the power to evolve brands, build relationships and inspire action.”

Click here to read the full article in Campaign.

Smart Linear: Maximising the Potential of Digital OOH

Ric Albert, Digital Director

Ten years working as a creative in the digital OOH industry has allowed me to champion creative excellence and more intelligent ways of using such a potentially rich channel. There have been creative breakthroughs during my ten years from developing appropriate use of full motion animation, multi-panel installations forcing us to think beyond the single screen, subtle motion regulations challenging us to create a new tier of animation. And there are still more techniques to promote.

One of those techniques allows for targeted and relevant advertising copy without necessarily building a real time, responsive dynamic campaign. Whilst brands want richer, more contextual creative, dynamic campaigns are often prohibitive due to long lead times and higher costs. However, with some small tweaks and a little effort, linear ads can also be smart and contextual – they can be ‘smart’ linear as it were.

Before I go into details, I want to point out that smart linear is still a linear campaign. No flash files, media owner testing or live feeds needed. It’s just a smarter type of linear.

We have defined 3 key elements to smart linear campaigns:
Pre-determined data: useful and relevant data sets used to form the creative/copy
Multiple pieces of creative: multiple file variations are created based on the pre-determined data
Intelligent scheduling: media owners schedule the relevant creative, based on the data over the course of the campaign

Pre-determined data can include time of day (morning/lunch/evening), days of the week, specific events and location. Integrating data will multiply the files you need to deliver, but with clear scheduling instructions and media owner assistance, you can create a contextual campaign without the need for live updates.

For the Warner Bros. campaign The Legend Of Tarzan, the team at Grand Visual created specific morning, daytime and nighttime versions, each with their own trailer cut and creative that related to the time of da. This simple dayparting elevated the campaign creative above the other film releases at the time.

Sometimes smart linear demands scale to make the most of the opportunity: by combining time of day and location, last year’s TSB Local ended up with 120 variations (40 cities each with a morning, daytime and evening creative). With some intelligent production techniques, this can be a more cost and time-effective solution than dynamic content.

For projects or clients with smaller budgets, smart linear campaigns deliver impactful creative. Last Christmas, Age UK wanted to raise awareness about loneliness amongst older people in communities across the UK. We did this by creating multiple files which featured figures of those at risk of loneliness in the local area. Through the use of smart linear, Age UK was able to reach a national audience with locally relevant messaging – making their media and creative budgets work harder.

These examples demonstrate how smart linear can be an effective weapon within the DOOH armoury. Costs are less prohibitive (no developers, QA or media owner testing) and it means richer, more targeted adverts across the board. I believe that to ensure a rich and engaging experiences we should focus on making campaigns smarter as standard, taking full advantage of our digital opportunity.

The post Smart Linear: Maximising the Potential of Digital OOH appeared first on Grand Visual Creative.

Social Media News Roundup: May ’17 Week 4

social media news roundup may 2017 week 4
In the news this week – Twitter adds 69 new emojis, Facebook allows fundraising for personal causes and Instagram begins to understand links…
Twitter adds 69 new emojis, becoming the first social network to support Emoji 5.0

Twitter has become the first social networking site to support the newest round of emojis, finalised in March. Included are separate flags for England, Scotland and Wales, chopsticks, steak, a porcupine and a zebra.

The newest round of emojis, known as Emoji 5.0, was released only last week. Twitter’s custom set is known as Twemoji and includes all 69 images of the latest update (239 with skin tone variations and duplicates.) Support for Emoji 5.0 currently isn’t available on iOS or Android devices – so the new lineup of emojis are only available on Twitter’s desktop site for the time being.

Facebook expands Fundraisers to allows user to raise money for personal causes

Facebook has expanded its fundraising feature to allow users to more easily raise cash for a variety of causes, including personal causes. With Fundraisers, Facebook look to take on popular crowdfunding services such as Just Giving and Go Fund Me. Crowdfunding campaigns already rely on social media marketing to be successful, and with Facebook appearing to take a smaller percentage than other options, it could be something of a no-brainer feature.

Fundraisers began testing in March and have recently been developed to allow users to fund raise for a number of other personal causes. These include educational supplies, medical procedures, personal emergencies, and community projects. In an article on its Newsroom, Facebook said this:

“People can create a fundraiser to quickly raise money on Facebook and easily reach their friends in a few taps, without leaving Facebook, and can share fundraisers to help build momentum. People can learn about the person who created the fundraiser and the person benefiting from the fundraiser, as well as see which friends have donated.”

Twitter Apple TV app supports live, 360 degree video and Periscope’s global map

Twitter has updated its Apple TV app with some new, significant features. It has now become the first Apple TV app to support live 360 degree video, which makes use of the Siri remote to move the video and view from different angles, offering a more immersive viewing experience. Twitter is making significant inroads into the live streaming market, including announcing earlier this month a series of live shows from Viacom, Live Nation, BuzzFeed and WNBA amongst others.

Alongside premium live content, viewers on the Twitter app for Apple TBV will also have the option to explore via the added Periscope map. This will allow them to find user-generated live content, both standard and 360, from across the globe.

Instagram expands direct messaging with support for links and raw photo sharing

At last count, Instagram direct messaging was seeing around 375 million monthly active users, and that number is undoubtedly growing. In response, the social network has now added a couple of new features intended to make it a more useful messaging option. Support has been added for external web links, and now inclues inline previews for URLs.

Alongside supporting links, Instagram users are also now able to send original, unedited photo and video content with other users. The ability to send photos in their original aspect ratios will reduce the amount of time users will have to spend on external messaging platforms. These updates are currently rolling out to iOS users and will be coming to Android soon.

Twitter launches DM cards for brands, a new way to promote their chatbots

Twitter have launched a new way for brands to promote and share the bots and customer experiences they have created. Direct Message Cards can be customised to help drive discovery of these experiences via Promoted Tweets or organic posting. DM cards can be embedded with custom image of video creatives and up to four call-to-action buttons.

One of the launch partners for this new feature is Patrón Tequila. They are using DM cards to help drive discovery of its messaging bot. So-called ‘Bot-Tender’ creates personalised cocktail recommendations based on a users responses to questions about occasions and flavours, amongst other things.

Instagram announces location-based stories for Explore and adds an ‘archive’ option

Finally, Instagram have announced the roll out of Location Stories for its Explore page – after a similar feature was (rather unsurprisingly) released by Snapchat less than two months ago. By enabling users to search for Stories from strangers whose privacy settings are set to public based on their location, Instagram offers users another level of discover-ability for their Stories content.

Alongside location-based stories, Instagram have added an ‘Archive’ option in the hope to deter permanent deletion of out-dated or under-performing posts.

The post Social Media News Roundup: May ’17 Week 4 appeared first on Giraffe Social Media.

Youth Sports is Big Business for Destination Marketing

Youth Sports Such as Baseball, Softball, Soccer, Field Hockey and Cheerleading All Impact Family Life

Today, kids are playing more competitive sports than every before. There are over 30 million boys and girls playing youth sports compared to under 8 million in 1970. In 2014, Nearly 70 percent of children (age 6-17) in the U.S. were playing at least one team sport and that number has continue to grow. Some children play as early as 3 years old, and competitive travel teams begin as early as age 7.

 

Practice requirements alone cut dramatically into family time, often four or five days a week, with many families driving an hour or more each way to attend an celebrated practice venue. But it’s not only the time investment; it’s also a monetary investment. Youth sports equals commerce – parents not only pay for uniforms, registration fees and equipment, they also invest in travel expenses, including airfare, hotel accommodations, and food and beverage to attend weekend, sometimes week long, youth sports tournaments.

 

Both kids and parents are starting to take sports seriously, committed to perfecting their playing ability, and a tournament, whether its baseball, softball, field hockey soccer or cheerleading, provides an excellent opportunity to assess whether that investment of time and money is paying dividends. It allows teams and players to measure themselves against the competition from across the country, often under the watchful eye of college scouts who are evaluating players for potential scholarships before they even attend high school.

 

The Family Vacation

According to a recent AAA survey, more than one-third of Americans (35 percent) are planning to take a family vacation of 50 miles or more away from home involving two or more immediate family members in the next 12 months. Because families are spending more time traveling for youth sports many are staying a few days before or after their tournaments and making it a vacation for the family.

 

Considering the average family spends 2% of their total household budget on their Summer vacation and the average family spends $100-$500 per month, per child on youth sports, combining the two can be a smart way to stretch a family’s budget. When traveling for tournaments the local hotels and airlines are usually also offering a discounted group rate which will save money.  If they were to travel without the team they would pay more for their hotel and airline fees.  Plus they get to explore other areas of the country most of which we/they would never visit.

 

Why Should a Destination Invest in Sports Marketing?

Parents will spend more than $7 billion this year on just the traveling involved with youth sports. But, it’s not only the families taking sports seriously, so too are cities and counties across the country. Hosting tournaments has a measurable economic impact, and CVBs (Convention and Visitor Bureaus) that invest in the development and maintenance of sports facilities are seeing a return on that investment. Teams that travel from around the country to a destination to play well-hosted tournaments leave it with a monetary windfall.

 

Sports marketing managers, sports commissions CVBs and TDCs (Tourist Development Councils) are doing their best to attract sports tournaments to their town. More and more are investing in facilities and marketing themselves as an attractive destination for these events.

 

Seminole County Florida’s construction of a 15-field, 9 of which boast fully synthetic turf surfaces for an incredible Major League type playing surface, complex is just one example, of many, of a destination making an investment to attract youth sports tournament play.

 

Youth Sports Tourism

In a 2014 CNBC article, entitled Spending Big on Kids’ Sports? You’re Not Alone, Dave Hollander, a professor at New York University’s Tisch Center for Hospitality, Tourism and Sports, stated, “Youth sports tourism wasn’t even a category four years ago, and now it’s the fastest-growing segment in travel. You’ve got millions of kids involved, parents spending thousands of dollars, and cities building facilities to host events and chase tourism dollars,” he said. “It’s just huge.”

 

Many things are changing for today’s youth, and parents are making the most of it, dedicating more of their time and money on youth sports. In the grand scheme of things, children are only young for a short time, and the vast majority of parents will invest almost anything to make the most of this precious time. Traveling as a family to see their child play sports and then getting some quality family vacation together time makes sense for everyone, on both sides of the equation.