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Social Media

Dutch Agency Promotes ’99 Days of Freedom’ in Response to Facebook Mood Experiment

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The Netherlands’ Just (part of the Dutch Digital Agencies network) recently made global news because of a non-profit initiative called “99 Days of Freedom” designed to encourage everyone to avoid Facebook for that long.

Why would creatives do something so drastic?

It’s not such a big deal, really: all you have to do to join the experiment is throw up a “99 Days …” logo as your profile photo and refrain from liking, sharing, commenting, trolling, or even using the site to check up on your ex’s family for a little over three months.

So…who’s in?

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You Will Now Have to Use Snapchat Because Teenagers

Top-Snapchat-BrandsThree years ago, Snapchat took social media by storm.

The thought of sending pictures and text that would “disappear” after only seconds of viewing appealed to tech addicts but raised some questions about privacy.

Even the FBI got in the mix.

However, that didn’t stop brands from looking into the possibility of Snapchat helping give them a leg up on the competition, despite its ne’er-do-well intrigue. Now, an interesting study from Business Insider proves that the ballyhoo may have been a smoke screen for the app’s true (hidden) purpose: brand equity.

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Twitter’s New CTA: Buy Now, Tweet Later!

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We discussed it until we exhausted every clever headline copywriters would send us for a nominal fee — social media advertising is here to stay. Despite our opinions on its alleged effectiveness, clients are going to take advantage of sponsored tweets and boosted posts because it’s the thing to do.

And so, Twitter has a new thing to do — the “Buy Now” button is coming to a timeline near you, as seen in this picture from TechSpot.com. Twitter and e-Commerce: what a fabulous marriage this should be.

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W+K, Three Apologize for ‘Holiday Spam’

Wieden+Kennedy have a clever new spot for U.K.-based mobile provider Three, in which the company makes a timely apology.

The 60-second spot sees Three apologize for the rash of “holiday spam” resulting from the company allowing users to utilize their phone in 16 worldwide destinations without any extra cost for calls. texts or data. Three “thought this was a good thing,” but “failed to consider the consequences: the holiday spam,” says a contrite Three representative. It’s a clever approach, employing dry British humor to let Three brag about their coverage while leveraging a cultural phenomenon anyone can relate to. “Holiday Spam” also manages to be memorable without spending much money (it’s basically just one actor and a series of backgrounds). At the conclusion of the spot, viewers are prompted to visit the campaign landing site at stopholidayspam.com, which includes a heat map of spam levels in various locations. The campaign is also supported by the #holidayspam hashtag, a pretty seamless social integration.

Agencies Officially Need to Pay Attention to Vine Now

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You’ve heard of Vine, right? Of course you have–and we’ll go out on a sturdy limb in suggesting that most of our readers probably don’t think of Twitter’s six-second loop tool as the Next Big Thing in digital marketing.

This week, however (as reported on our sister site Lost Remote), the company unveiled the latest step in its campaign to appeal to those of the agency persuasion: loop counts.

What does that alien phrase mean? Metrics to measure how many times people have clicked on given “vines” have been around for a while, but this one tells us how many times a clip has looped–and it somehow controls for the “open tab” factor as well. The idea is that viewers will watch the most compelling Vines repeatedly, thereby increasing brand retention, etc.

In short, we can now get a better sense of how much Vine campaigns are worth. Given recent agency trends focusing on more accurate measurement for social media campaigns, some think that this means more shops will have to take Vine seriously.

A few marketing experts weigh in after the jump.

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W+K NY Rolls Out Pair of Social Campaigns for Heineken

Wieden+Kennedy New York has rolled out two timely social campaigns for Heineken: “#BrazilianNoShow” and “Like for Love.”

“#BrazilianNoShow,” as you might have guessed, is a World Cup-related campaign. W+K New York and Heineken are “challenging CMOs, bosses, and people across America to give their employees time off to watch a game, with their new challenge #BrazilianNoShow!” The idea followed Team USA’s unexpected win against Ghana in their opening game, but is as relevant as ever following the team’s advancement past the group stage. Since game times coincide with the work day here in the U.S., Heineken CMO Nuno Teles appears (video above) to implore American workers and bosses to play hooky and support their team — after all, this opportunity only comes along once every four years.

“Like for Love” sees Heineken supporting Gay Pride Month by “encouraging consumers to ‘spread love’ through the ubiquitous double tap on Instagram, using six photos of real couples to create an interactive virtual Pride flag right in users’ feeds.” The real couple photos all have a single color background, but create an interactive, virtual Pride flag users’ feeds after they are liked. Stick around for credits after the jump. Read more

DigitasLBi, Tide Not Afraid of a Little Blood in New ‘Game of Thrones’ Infographic

A Season of StainsDigitasLBi and Tide leveraged Twitter’s two-month-old pinned tweet feature to highlight a new Game of Thrones themed infographic, Adweek reports, the latest sign that the brand isn’t afraid of a little blood.

Blood, of course, was the number one stain for the fourth season based on George R.R. Martin’s A Song of Ice and Fire series, with a whopping 530 stains (as the infographic shows). That’s enough to finish well ahead of the runner up, dirt, which comes in at 156. The infographic also shows the “Most Used Stain Makers” — nail/cross, followed by sword — and a slew of least used stain makers that nontheless left a lasting impression (and probably never came out), such as mammoth, wolf, and a frying pan. Tide’s infographic ran with the title “A Season of Stains,” while referring viewers to Tide’s Stain Brain app. It was a fun diversion for fans of the show (who isn’t?) and has thus far received 1,351 retweets and 1,575 favorites. The infographic follows in the spirit of Tide’s Carrie-themed Halloween Vine video and last summer’s Vine for Shark Week, positioning the brand as the antidote to bloody messes. As Adweek pointed out, this makes a lot of sense for a brand attempting to appeal to parents, for whom blood and grass stains (which accounted for just one of the Game of Thrones stains this season) are an everyday reality.

RTO+P, Sarah Harbaugh Seek to ‘Stop Dad Pants’ for Dockers

Red Tettemer O’Connell + Partners has a new campaign for Dockers centered around a call to “Stop Dad Pants.”

The new campaign, launched in anticipation of Father’s Day, includes two new spots — “Stop Dad Pants” and “Locker Room” — approaching the dad pants dilemma from different perspectives. In “Stop Dad Pants,” Sarah Harbaugh (wife of San Francisco 49ers head coach Jim Harbaugh, who also appears in the ad) offers a PSA-style plea to men everywhere to end the “shapeless, pleated tragedy that too many men find themselves in every day.” Sarah shares that she understands the issue, as Jim was afflicted by dad pants for years. The second half of the spot deals with how Dockers has the dad pants antidote. “Locker Room” features a similarly tongue-in-cheek, dad-humor driven motivational speech from former NFL coach Jon Gruden, who implores men to “make this dad thing look good.” Both spots end by directing viewers to Dockers.com/StopDadPants.

The campaign also features a social component, built around the #StopDadPants hashtag. Dockers fans who use the hashtag on Twitter or Instagram accompanied by photos of themselves in Dockers will be entered for a chance to win a trip to San Francisco and a pair of tickets to a 49ers game at Levi’s Stadium. Stick around for credits after the jump. Read more

McCann NY, Lucky Charms Embrace the Rainbow

McCann New York and Lucky Charms have embraced the rainbow with a new social campaign for LGBT Pride Month.

The feel-good campaign, entitled “#LuckyToBe,” encourages people to use that hashtag to share what makes them unique and what makes them feel lucky. McCann’s accompanying video (featured above) introduces the hashtag while celebrating diversity. “We don’t all look the same, believe the same things, or love the same people. And that’s a good thing,” appears on screen in white text, accompanied by Lucky Charm’s colorful marshmallows. It’s a positive message, and people seem to be responding — including GLAAD, who posted about the campaign on their blog. You can see what people are saying using the #LuckyToBe hashtag on the campaign landing site, and stick around for credits after the jump. Read more

‘HappyBeerTime’ Combines Social Drinking with Social Media

Danish digital agency Konstellation recently created “HappyBeerTime” for Carlsberg, a “‘plug & party’ solution that runs from an HDMI stick and uses Instagram to bridge bar-goers off-line socializing with their online social media behaviors to extend happy hours, generate organic bar promotion and create user-generated content for Carlsberg Group.”

The initiative is simple and efficient. When the Google Chrome Cast-esque HDMI stick is inserted into an HDTV, a clock begins counting down for Happy Hour and bar goers are given the opportunity to add time to the Happy Hour countdown by uploading pictures to Instagram and tagging them with the hashtag #HappyBeerTime and the name of the bar.

“At Konstellation we always seek to create new digital playgrounds for our clients’ customers by tapping into people’s existing behaviors,” said Thomas Pries, founding partner and chief creative officer of Konstellation. “#HappyBeerTime is a good example of our approach to innovation, as people already instagram their way through their nights out. Our additions to this existing behavior are simple: an HDMI stick and hashtags. Bar-owners plug in the HDMI stick, and bar-goers use specific hashtags that, when added to their Instagram photos, result in instant rewards – prolonged Happy Hour, and of course, more beer sales.”

You can view video of HappyBeerTime in action above, and a list of credits after the jump. Read more

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