General Media Planning & Buying Mobile Marketing Social Media

What’s Buzzing: Weather-Based Ads, Catalog Remixes & More

June 13, 2014

This week, leading social media platforms Facebook and Twitter added to World Cup excitement by unveiling some timely new features for users. Facebook developed a ‘Trending World Cup” section where fans can catch up on the action without leaving the platform, and Twitter introduced a World Cup timeline and Starter Kits to allow fans to easily follow their favorite players and teams. Our Insights team at 360i got into the fun too, by providing an analysis of pre-tournament buzz.

In other news, we’re excited to share that 360i CEO Sarah Hofstetter has been named to this year’s Advertising Hall of Achievement. Held each year by the AAF, the program honors the top young advertising executives in the industry. Congratulations to Sarah and to all of this year’s honorees!

Facebook Expands Ad Targeting Capabilities
Facebook will soon provide marketers with the opportunity to deliver more relevant ads to consumers on the platform. Announced via a blog post earlier this week, Facebook says that advertisers will be able to use web browsing data and app data to inform how they reach consumers in the News Feed. This type of interest targeting has already been taking place elsewhere across the Web, and Facebook has been using a similar style of targeting via FBX on the right-hand rail. This latest update brings those types of ads to the News Feed – which is a much more visible region of the Facebook experience for users.

Twitter to Debut Weather-Based Ads
Twitter has teamed up with the Weather Channel to unveil a new advertising feature in which marketers can sync their Promoted Tweets with the current weather in a specific region. This means that female users could be served anti-frizz shampoo ads during an intense rainstorm, or people could be shown ads for frozen treats during a heat wave. The partnership will grant Twitter access to Weather Channel data and, in turn, TWC will be the first media company to receive access to the Twitter API. This announcement follows a broader trend of automating digital media as based on real-time data via APIs. Earlier this spring, 360i partnered with Red Roof Inn to sync the hotel company’s SEM campaigns with flight cancellation data.

H&M Remixes Online Catalog
To promote their Divided men’s and women’s summer clothing collection, H&M has created a new mobile experience which combines fashion and music. The initiative, which will run for the next nine weeks in Asia, encourages shoppers to explore the brand’s new collection in a relevant way via the H&M Loves Music platform. Fashion fans and music lovers are being encouraged to create personalized tracks and “remixes” by browsing the summer collection and adding fashion items they like – each equipped with its own distinct sound effect – to a music sampler. Users can then share their remixes on sites like Weibo, WeChat and Facebook.

Photo via PSFK

Vogue Monetizes Style on Instagram
Longtime fashion staple, Vogue, announced a partnership with Instagram this week which will make the brand’s Instragram feed into a shopping experience. When a viewer Likes a photo on Vogue’s Instagram feed, he/she will be sent an email directing them to the product to purchase. Through LiketoKnow:IT, a branch of the platform RewardStyle, Vogue will receive commission each time someone purchases a product they posted. Similarly, other websites such as have adopted the same view and purchase concept as Vogue, though allow for several companies to place products on their sites.

Photo via PSFK

360i & Mashable Partner to Bring Velocity to Marketers
Through a flagship partnership announced this week, 360i and Mashable are joining forces to bring Mashable’s Velocity platform – a technology that predicts and tracks the viral life cycle of digital media content – to marketers. Velocity can be used as a business and marketing intelligence tool to give marketers new insight into how consumers discover and share content, and inform how brands strategically and creatively engage their audiences across earned, owned and paid media. Read more on the blog.

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Cover photo via MediaBistro