Tag: social
Hello and welcome to your weekly OMD FWD! This week Disney breaks up with Netflix to launch their own streaming service, YouTube enables in-app direct messaging and sharing features, and Facebook dives deeper into the broadcaster space. The social media giant is also armouring up to combat cloaking and ‘fat-finger’ ad clicks to protect users from unwanted content, while Google launches an initiative to help reduce annoying advertisements online.
Facing the future, the next billion mobile users could mean the end of typing. Accordingly, ASOS ‘photo searches’ lets iOS app users upload photos of outfits they like to shop for similar designs. Meanwhile, the music industry uses social data to predict new hits and Toyota launches a road safety app.
HEADLINES
INSIGHTS
COOL
- ASOS ‘photo searches’ lets iOS app users upload photos of outfits they’ve seen and shop for them
- Toyota launches its ‘Safe and Sound’ ad to embarrass teenagers into becoming safer drivers
- Lonely Planet launches an Instagram-like Trips app, where you can search for categories like “Adventure” or “Wildlife and Nature.”
DEEP READS
- The next billion users will explore through videos not search, swiping rather than typing and use voice search instead of keypads, which will mark the end of typing
- Amazon is in talks to offer event ticketing in the U.S. according to Reuters
- With the popularity of Amazon’s Alexa and the democratisation of technology, AI continues to dominate the present and future, here are some handy tips
If anything catches your eye, please share using #OMDFWD
Hello and welcome to your weekly OMD FWD! This week Disney breaks up with Netflix to launch their own streaming service, YouTube enables in-app direct messaging and sharing features, and Facebook dives deeper into the broadcaster space. The social media giant is also armouring up to combat cloaking and ‘fat-finger’ ad clicks to protect users from unwanted content, while Google launches an initiative to help reduce annoying advertisements online.
Facing the future, the next billion mobile users could mean the end of typing. Accordingly, ASOS ‘photo searches’ lets iOS app users upload photos of outfits they like to shop for similar designs. Meanwhile, the music industry uses social data to predict new hits and Toyota launches a road safety app.
HEADLINES
INSIGHTS
COOL
- ASOS ‘photo searches’ lets iOS app users upload photos of outfits they’ve seen and shop for them
- Toyota launches its ‘Safe and Sound’ ad to embarrass teenagers into becoming safer drivers
- Lonely Planet launches an Instagram-like Trips app, where you can search for categories like “Adventure” or “Wildlife and Nature.”
DEEP READS
- The next billion users will explore through videos not search, swiping rather than typing and use voice search instead of keypads, which will mark the end of typing
- Amazon is in talks to offer event ticketing in the U.S. according to Reuters
- With the popularity of Amazon’s Alexa and the democratisation of technology, AI continues to dominate the present and future, here are some handy tips
If anything catches your eye, please share using #OMDFWD
dmexco is the global business and innovation platform of the digital economy, enabling visitors to experience disruptive trends and define the business potential of tomorrow. With over 250 hours of conference programme, more than 1,000 exhibitors and 90,000 square meters of exhibition space – Europe’s leading digital trade fair is growing. As the meeting place for makers and shakers, visionaries, marketing and media professionals, tech enthusiasts and creative thinkers, dmexco combines a leading trade fair for digital marketing with an extraordinary conference.
We are extremely excited that OMD, for the fifth year running is returning to Cologne to help guide our clients, partners and friends through the exhibition and offer an unparalleled experience. This year OMD is offering a comprehensive range of guided tours, from mobile and programmatic to data and social, live hacks focusing on data strategy and marketing technology, and bespoke recommendations for talks and panels you should attend to make your time at dmexco as profitable and educational as possible.
Let us guide you
Start your dmexco experience with a guided tour from our team of OMD experts. For German speaking tours please sign up here. For English speaking tours across mobile, programmatic, data and social please contact [email protected] to reserve your space. English tour timings are as follows:
September 13th
- The mobile and social tour- 10.00
- The programmatic and data tour- 12.00
- The overview tour- 16.00
September 14th
- The mobile and social tour- 12.00
- The programmatic and data tour- 14.00
- The overview tour- 16.00
Participation in the tours is only possible after registration. As participants are limited per tour, make sure to secure your place today.
Taking to the stage
Let our experts compile the panels and keynotes that you won’t want to miss. With past speakers including Mondelez’ Dana Anderson, Twitter’s Jack Dorsey, Vice’s Shane Smith and Google’s Sridhar Ramaswamy, the 2017 agenda, including our OMD and Omnicom spokespeople, is bound to be exceptional.
Your home at dmexco
With a jam-packed programme make sure you visit the OMD stand to re-energize. Join us for refreshments, networking opportunities or a guided tour. For more information about dmexco and how we can make your time in Cologne more valuable, please contact [email protected]
https://www.youtube.com/watch?v=C6XnoDuRPbU
OMD has brokered a new partnership between leading cashback company Quidco and LGBT publication Attitude launch a digital fashion campaign timed to coincide with London Fashion week.
The campaign, which launched on Wednesday 14th September, has been designed around product rich content and is intended to drive awareness of the variety of fashion retailers now available on Quidco’s platform, enabled by Attitude’s reach to LGBT+ audiences and their allies across the UK. Through editorial, display, social media and outreach, the campaign provides a new way for Attitude’s readers to get the catwalk look for less by earning cashback through Quidco’s platform.
OMD is always looking for new ways to connect their clients with the right audience in digital environments. OMD chose Attitude magazine due to its strong affinity with fashion and strong engagement with its social channels, including its audience of 770,000 Facebook fans and an online readership of 2 million uniques per month.
Attitude has seen 30% year-on-year growth across its digital platforms by focusing on the topics that most matter to their readers and by featuring headline-grabbing covers such as Prince William and, most recently, fashion icon Naomi Campbell.
“Attitude is really excited to be working with OMD on our first ever partnership campaign with Quidco. We’re delighted that they have recognised the reach of the Attitude digital and social platforms. We are looking forward to delivering a successful campaign together, the first of many”.
Mike Buckley, Managing Director, Attitude Media Ltd.
‘”Quidco is always testing new ways to reach members and highlight the constantly evolving retailer offering on-site. We recognise the value in building deeper relationships through content that not only highlight our value proposition but also offers real value to the end readers”.
Nic Wenn, Chief Marketing Officer – Maple Syrup Media
“OMD is always seeking out strong partnerships to build value for our clients and innovate in the digital space. We are very excited to be working with Attitude Media”.
Colin Day, Head of Site Optimisation, OMD EMEA
85% of Italian businesses are family-run; however, families working and living in close proximity can cause disagreements and ultimately put the business at risk. Thanks to their range of commercial vehicles, Renault has a wealth of experience with family enterprises and wanted to come to the rescue with an innovative solution that would help improve internal management. In partnership with Google For Work, Renault developed a dedicated app allowing fathers and sons to work together at a distance. The app provides a set of digital tools, such as folders, memo documents, delivery schedules, etc., to help them share their work, without sharing a physical workspace. The Renault Business Booster allows dads and their sons to have space from each other during the working day and to come back together in their spare time, saving their businesses and relationships.
https://youtu.be/D0bBDVaJizM
To demonstrate the power of the Renault Business Booster in real-life situations and stay true to the client’s positioning of ‘success boosters’, OMD targeted craftsmen, small entrepreneurs and the owners of family enterprises. We selected channels and content with high affinity to this group, adopting a seamless approach where media channels and content merged. A direct affiliation campaign drove app downloads, while a partnership with Mediamond allowed us to produce a TV show to bring real family business stories to life. ‘SOS Family Business’, a four-part series, aired on Mediaset channels in prime time and was supported by online video on popular sport websites, stories about fathers and sons in a major local magazine and content on Renault and Mediamond’s social channels.
The final chapter of this fully integrated story was the launch of a roadshow which took Renault’s new range of commercial vehicles to 100 Italian cities. Consumers were given the chance to participate in events, interact with the app and sit behind the wheel of one of the new vehicles with exclusive test drives.
Results
- 79,000 app downloads
- Over 29,000 digital media impressions (+45% impression delivery)
- 5m interactive video views
- 2m TV reach
- 41%+ of Twitter followers
- 11,391 new sales leads
- 40%+ commercial vehicles sold vs. 2014
- 1 importer of commercial vehicles in Italy in 2015
Almost overnight Nintendo’s Pokémon GO (PoGO) has taken augmented reality, a viable technology to create immersive and incredibly desirable customer experiences, from a niche market to a mass.
Pokémon GO is already outstripping Tinder on app installs. It has more daily active users than Twitter with people spending 43 minutes a day on average playing it, having a higher dwell time than WhatsApp, Instagram and Snapchat. Pokémon Go is seeing more than double the industry average retention rate with 7 out of 10 people who downloaded the app returning the next day.
It has already been dubbed ‘a cultural phenomenon’ and a saviour for Nintendo. The demand for Pokémon GO saw Nintendo’s shares surge by a quarter in value on Monday.
The tidal wave of participation has already inspired other businesses to become part of the show.
Entrepreneurs are building new revenue streams. Gamers are offering 1-4 hour ($20 per hour) shifts so the gameplay doesn’t have to stop while you are at work. If you are pressed for time, Pokémon Taxi services are at hand to take you to Pokémon stops and locations. Maybe we will see a UBER-Pokémon Go partnership.
Huge Cafe in Atlanta is across the street from two Pokémon Go ‘PokéStops’. They have paid $49 to buy in-game “coins” that can be traded in for 40 in-game “lures”. These can be ‘attached’ to PokéStops and work as smoke-signals to attract Pokémon and users. Each ‘lure’ works for 30 minutes and attracts rarer and more powerful Pokémon to the area, and in turn gamers.
Here are five reasons why you should start thinking about Pokémon Go brand opportunities:
[ctt template=”1″ link=”39g_7″ via=”yes” ]Total shares of ‘Pokemon Go’ online content rose by 535% in a 4 day period @OMD_EMEA[/ctt]
That means publishers and clients with relevant content have already captured some of the 11 million+ shares from consumers. Considering this looks set to be a consistent source of ongoing traffic, there is a massive opportunity that exists for brands!
[ctt template=”1″ link=”fT8Zr” via=”no” ]#PokémonGo on Facebook shows continuous growth– 21K players have shown interest in events & page likes have increased +131% over the weekend[/ctt]
Have you considered Facebook content around Pokémon to put your brand into the conversation?
[ctt template=”1″ link=”3DiRF” via=”no” ]#PokémonGo opens up a new world of location-based marketing – did you know 10,000+ people are interested in the ‘London massive lure party’? [/ctt]
A quick search on Eventbrite also shows everything from a Pokémon 5k run to bar crawls. The creative potential seems only constrained by our imagination and the time to start thinking about it is now.
[ctt template=”1″ link=”HB6UT” via=”yes” ]#PokémonGo appears to lend itself (if done well) to non-gaming topics like travel, dining and fashion @OMD_EMEA[/ctt]
For example, Pokemon Go fashion by Cosmopolitan reaches 70.6k shares & restaurants are also being impacted.
[ctt template=”1″ link=”9qOAb” via=”no” ]Google Trends monitors a breakout of search queries for ‘Pokemon Go Tips’ rising 140% in the first 24 hours to over 5,000% by the 5th day[/ctt] Could your brand fill the demand / supply content gap with something that speaks to your audience?
There’s plenty of traffic and social shares going on – #gottacatchemall!
What does this cultural phenomenon mean for your brand? Need more information or interested in exploring Pokémon branded opportunities – contact us at [email protected]
The ride-sharing app Uber has developed a new technology that it plans on using to track driver behaviour. Designed to improve passenger safety the technology will specifically monitor if drivers are travelling too fast or braking too harshly. Uber and drivers will receive data about their driving performance, along with safety tips on how they can improve their journey. Partnering with the Governor’s Highway Safety Association and Mothers Against Drunk Driving this announcement shows a true dedication to using cutting edge technology and data to not only improve consumer experience but in the long run, save lives. The shift in ambition demonstrates how important aspects such as efficiency, safety and the environment now are in the automotive industry and their business objectives. With these aspects being increasingly important to consumers we expect to see a rise in automotive businesses focussing their attention on purposeful product development and marketing that not only engages the consumer but benefits their livelihood. Read, learn and share away.
HEADLINES
- Apple plans to acquire the artist owned streaming service Tidal
- Snapchat announces Chat 2.0, aimed at combining video, audio, stickers and GIFs
- Facebook Messenger for business updates galore (including GIFs, obviously)
INSIGHTS
- Memes, EU citizens and Canada. What the UK digital fallout from Brexit can tell us?
- Why Facebook algorithm shift toward friend and family content is good news for social video
- How Uber plan to use mobile technology to track employee driving performance
COOL
- Hologram Karaoke is a thing and means you could take the stage with your favourite artist in the future
- Apple patents technology which could prevent people using their iPhones to film at gigs, but have released 4 new emoji packs to make up for it
- Old Spice have launched an 8 bit social game and you’re the star
DEEP READS
- Speaking of social gaming, remember Farmville? How social gaming can suffer from an over-reliance on Facebook
- More Brexit? What we can learn from opposing Brexit social media strategies
- What are the possibilities of Oculus Rift lifting it’s device restrictions
Please do share anything interesting you spot on Twitter with #OMDFWD
Monster has launched a new campaign with OMD, their first in seven years, to reinvigorate the Monster brand in the UK with a specific focus on the millennial audience; potential candidates who are in the earliest years of their career.
Andrew Warner, Vice President Of Marketing at Monster said,
“For too long the job market and career conditions in the UK have seen jobseekers as victims. In terms of competitors, the landscape is ‘functional’ rather than thrilling; category apathy means there is little to distinguish between the major competitor offerings. This campaign, planned and implemented by OMD, aims to reposition jobseekers as heroes – champions – with Monster on their side and in their corner. Monster helps jobseekers ‘Find Better.’”
It’s a bold stance and is supported by a bold, multi-million pound media campaign, combining high-impact Out Of Home and Digital OOH advertising in commuter-saturated areas nationally with high-reach executions across radio, digital and social channels. This includes the BFI IMAX, the largest ad canvas in Europe, and digital screens across major transport hubs in London and nationwide.
Further nationwide coverage is provided by a nationwide radio campaign that manages to keep reach high while still focussing on the ‘Millennial’ audience.
“As well as prominently displaying Monster’s revitalised brand, the media mix speaks to the target audience through their most prevalent channels and will land the brand values as well as driving direct response through digital channels,” added James Jackson, International Executive Director at OMD. “It is well supported by social media campaigning across Facebook, Instagram and Twitter and to further target the young jobseeker audience, features Snapchat as a major element.”
The practical outcome of the channel mix is that the varied channels work together to reinforce the refreshed Monster brand and drive candidates and new partners to the Monster site. This campaign is mirrored across European markets.
Monster have big growth ambitions and this campaign is a reflection of that, as is their significant investment in their product offering and a successful drive to increase the number of jobs on their site to 500,000 in the space of a year, helped by aggregating jobs from other sites and partnering with more blue-chip clients such as Sky, Apple and Lloyds. Monster are dedicated to doing more than providing a simple job board and are supporting jobseekers with a wealth of career resources and training initiatives.
CHAPPiE is a movie released by Sony Pictures, centred on Chappie, a police droid who is stolen and given new programming. Effectively born again with artificial intelligence, Chappie was raised from a ‘baby’ to think and feel for himself in the impressionable underbelly of Johannesburg. What impact would nature and nurture have on his upbringing, and could his creator rescue him from becoming the very problem he was initially created to police?
Our challenge
We were given two marketing goals – demonstrate a point of differentiation between CHAPPiE and the cornucopia of other robot movie releases, and to ground the story of CHAPPiE in a way that our young male audience can connect with.
Self-expression
The motifs of CHAPPiE concentrated on the idea of self-expression. What do we learn from our surroundings (both personal and physical) and what impact does that have on who we are and who we become. When developing as human beings, how do we outwardly express ourselves as the existential sum of our learned parts? We took the idea of self-expression and looked at how our young male target audience express themselves in the real world. Our chosen method had to align with the themes of CHAPPiE but needed to remain grounded in a way that delivered against one of the key goals. By talking to our target audience and looking closely at the themes of the movie, it became clear that graffiti and street-art were the most interlinked expressive forms of creative output we could use in our marketing and media.
Europe’s largest piece of shareable graffiti art
Our solution was to build Europe’s largest shareable piece of graffiti art – a 60 feet by 10 feet piece of art created by professional artists using the themes within the movie itself. The artwork was made up of 600 individual canvasses that, when completed, could be dismantled and shared with others – mirroring the theme that we are all just a sum of our learned parts; a canvas on which the world paints itself. However, the artwork itself would only become relevant with the involvement of some key social influencers to let everyone know about it.
Creating noise
An experiential event such as ours existed within a small space for a relatively short time, therefore for it to be relevant we needed a lot of people to know about it quickly. We ran a live-stream of the creation, and eventual destruction, of our artwork via Twitch, played out to core gaming fans who were able to prove had a higher propensity to watch sci-fi movies than the average cinema-goer. We invited 14 of YouTube’s most creative influencers from around Europe to help produce the artwork, whilst recording and posting about their time with us to fans throughout their social channels. At the end of the evening, the giant piece of graffiti art was taken apart and shared amongst the YouTube influencers who gave the pieces away to their fans.
“I can’t believe how this has progressed, from an idea to the event and the huge reach it has had. I couldn’t be prouder of the program and the team. We risked a lot to get this off the ground and it paid off in a big way. I want to thank everyone involved for all of your hard work, dedication, creativity and most of all spirit of true partnership to make this happen. The Chappie event has set the standard for what all of the markets worldwide want to be a part of going forward.” – Aaron Wahle – SVP International Digital Marketing
The results
The first-of-its-kind campaign delivered more live-streams of the artwork being produced than the live-stream of the Amazing Spider-Man 2 premiere. We were able to capture our target audience’s imagination in a way that helped double the film’s unaided awareness levels versus the genre average for that time period and as importantly demonstrated, to Sony Pictures, OMD’s credentials in being a true marketing-performance partner.
By Claire Dean, Strategy Director OMD UK, and Chris Evans, Business Director OMD UK
Humans was the brand new drama from Channel 4 that imagined a world where synthetic humans (“synths”) are the new must-have household gadget. It asked what it means to be human – if synths can drive a car and raise a child, what is our role in the world?
Our challenge was to demonstrate the show’s appeal beyond the sci-fi geek and get people to tune in. We needed to do this and stay true to Channel 4’s ‘challenger’ remit of disrupting the status quo.
Our insight
We realised that the issues that surfaced in the show were already attracting heated public discussion, with commentary from the likes of Professor Stephen Hawking and Elon Musk on the risks of artificial intelligence fuelling the debate further.
The idea of synths playing a role in real human life evoked a very emotional response.
Our challenge was to take this cerebral theoretical debate into the mainstream, make it real, and absolutely relevant so that ordinary people weighed in with their viewpoints and tuned in every week to watch.
Making Persona Synthetics a reality
The solution was to launch Persona Synthetics, the fictional company from the show, as a real business, promoting synths as genuine products available for purchase.
To ‘launch’ the Persona Synthetics brand in under eight weeks was a near impossible task. This wasn’t just about planning and booking media: we assembled a SWAT team with key people from across OMD UK and Fuse, partnering with Channel 4 Marketing, 4creative, and our media partners Microsoft and eBay – as well as PR teams from all parties.
Bringing it to life
It started with a Persona Synthetics TV advert, free from any Channel 4 branding. Social media accounts on Twitter and Facebook supported the belief that Persona Synthetics were real, and then came the physical heart of our campaign: a flagship store on London’s Regent Street.
The storefront dominated the high street, sitting next door to the world famous Hamley’s toy shop and across the road from London’s iconic Apple Store. The frontage housed two 90” digital screens which incorporated the latest Microsoft Kinect technology, allowing people to personalise synths through gesture control. We had actors posing as Persona Synthetics employees delivering synths to the store, reinforcing the illusion that these products were available to buy – right there, right then. Print, digital and social ads directed people to the shop, allowing us to behave in every way like a real retail launch.
We secured eBay as our online retail partner where we pretended to auction off two synth models. This was the first time a fictional brand has been sold on the site.
“Convincing the nation that synthetic humans were real products available for purchase and helping to get over six million people to tune into the premiere of Humans was an incredible achievement. We were proud to work with our partners to make this campaign happen and it truly set the benchmark for advertising last year.”
Laura Ward, Channel 4 Group Marketing Manager
The results
The rich mix of campaign elements came together beautifully to produce game-changing results: Persona Synthetics trended as the #1 search on Google and Twitter on opening weekend and within three weeks, Persona Synthetics’ website had over 1 million hits.
Most importantly, a staggering 6.1 million people tuned into episode 1, over three times our target number. Humans became Channel 4’s highest rating originated drama of all time.