Earlier this week, Facebook announced an algorithm update that grants brands added reach through the tagging feature. When a Page tags another Page, the post may now surface in the News Feed of followers of both pages (read more here). In other news, McDonald’s is gearing up for a Snapchat account launch, viral internet quizzes are back (and they now include brand partnerships) and the first interactive music video was released on YouTube. Read on for more details.
McDonald’s Joins Snapchat
McDonald’s officially joined Snapchat last week and will be kicking off the account next Tuesday with a snap from basketball star LeBron James. In an effort to appeal to its growing and engaged millennial fanbase, the brand plans to use the platform to share and build up its ‘fun side.’ McDonald’s has already sent several teasers for the account’s debut via Snapchat and Twitter. With more than 30 million users as of December, it’s no surprise that Snapchat is taking a front seat in the millennial marketing world. According to Sumpto, the Klout of college-aged consumers, 73 percent of college students would open a Snapchat message from a brand they know, and 45 percent would open a snap from a brand with which they aren’t familiar.
— McDonald's (@McDonalds) February 22, 2014
BuzzFeed Begins Investing in Viral Quiz Partnerships
Viral Internet quizzes have been making a comeback. Perhaps you have noticed a flurry of shared posts in your social streams as of late (e.g. “Which city you should actually live in?” and “Which TV character you are most like?”) – that’s because BuzzFeed, which has been at the forefront of this movement, has seen great success, and is now investing in brand quiz partnerships. Early partners include Mattel (a client of 360i) and Spotify, and as BuzzFeed continues to receive a positive response from fans, we expect to see the number of brands on that list grow. Mattel’s quiz asks readers “What kind of Barbie are you?” and Spotify encourages fans to decide “Which version of David Bowie are you?”
Beats by Dre & Rudimental Mix it up on YouTube
Beats by Dre has partnered with British band Rudimental to create a first-of-its-kind interactive music video which allows fans to isolate and mix parts of the track on YouTube by clicking on the instrumental screens next to the main video. The collaboration represents a YouTube first, as the brand and artists are using the platform to recreate the experience of a mixing desk. The concept aligns with the band’s philosophy of making music based on craft and brings the creative process to the fans.
Apoteket Digital Ad Relates to Windswept Passengers in Subway
Apoteket recently made use of a Stockholm subway stop to promote its line of hair products. The company opted to include a digital ad with sensors that detected incoming trains to the platform. Just as a train was arriving, the screen played a video clip of a woman whose hair appeared to have been struck by a gust of wind. The video below shows commuters taking notice and engaging with the ad.
Apotek Hjärtat – Blowing in The Wind from Ourwork on Vimeo.
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