This week, we saw two clever campaigns from Wendy’s and Cheetos that placed user-generated content front and center. We also learned more about Instagram’s much-anticipated ad product, which is encouraging brands to utilize premium, visually stimulating photography to mimic the general aesthetic of the platform. Read on to dig deeper into these and other headlines.
Instagram Provides Insight into New Ad Product
After weeks of talk about Instagram’s looming ad product, the platform revealed what sponsored content will look like, and announced the eight brands that have signed on for next week’s roll-out. 360i client Ben & Jerry’s is one of the early advertisers (get a speak peak at the ad below).
The ads will clearly be marked as “Sponsored” and users will have the option to hide them. Their gradual integration is crucial given that users are worried that the introduction of ads will change their current experience on the platform. This launch represents an enormous mobile advertising opportunity for brands with an increased focus on the creative to fit the nature of the platform.
Wendy’s & SUBWAY Capitalize on Fan Affinity
Wendy’s fanatics aren’t afraid to show their love for the limited-time only Pretzel Pub Chicken sandwich. Their exaggeratedly loving tweets, sent in using the hashtag #PretzelLoveStories, became the dialogue of a mini soap opera with a bride, groom and even a minister acting out the love for Wendy’s new sandwich. This campaign is a great example of how user-generated content displaying strong product affinity can be optimized to create an even stronger and more personal relationship with a brand’s audience.
Cheetos Teams Up with Google Maps to Create Halloween Mischief
Cover photo via CargoCollective
In the spirit of Halloween, Cheetos is helping fans T.P. other’s houses with a simple click of the mouse. The project uses Google Maps and Street View to help locate and visualize the location to be wrapped in toilet paper, and then offers a playful and interactive digital user experience where the mischief maker is asked to confirm the location and drop the ‘payload.’ The brand’s spirited tone aligns nicely with this app and approach to such a popular and celebrated holiday.
Brands Leverage Facebook Service Disruptions in Real-Time
Earlier this week, Facebook’s API temporarily crashed, impeding users and brands from publishing anything on the platform. Some brands jumped at the opportunity to stay relevant by creating real-time content around the bug itself, using the hashtag #facebookdown on Twitter. Red Bull Italy, for example, offered to amend the situation by pouring a can of Red Bull into a cup labeled “Facebook.” While the widespread service disruptions provided a great opportunity for real-time marketing, the brands that were successful were those that inserted themselves into the conversation in a way that was relevant not only to the brand but to its fans as well.
Tweet to Ride Effort Drives Customers to New Indoor Street Food Market
To celebrate the grand opening of Trinity Kitchen, an indoor street food market in Trinity Leeds, England, folks were offered a free ride to the market. The weekend of October 17, the Tweet To Ride rickshaw service organized rides and drove customers to the market allowing them to pay by sharing tweets that included the hashtag #TrinityKitchen, rather than with cash. The rickshaw service acted as a great vehicle to attract people to the new food market—allowing customers to forgo ordering food delivery, but instead be delivered to the food vendors of Trinity Kitchen.
Photo via PSFK
Google (Finally) Joins Facebook Exchange
In a recent blog post, Google announced that it will be joining the Facebook Exchange after being absent for more than a year. Google’s DoubleClick Bid Manager will join FBX partners like AdRoll, Triggit and MediaMath, and will allow marketers to deliver retargeted ads to Facebook users based on websites they’ve visited. Learn more about Facebook Exchange here.
Cover photo via Project-TP