Posts Tagged ‘social media’

Gravity Alternate Ending and An Epic Disney Sing Song

April 9th, 2014 by Becci Watts

Top trending Brand videos:

Waiting for your flight to get moving and take-off can sometimes be a bit of a boring affair, but not on this Aussie flight to Sydney! The cast of The Lion King musical broke out into song and entertained the passengers with an awesome impromptu rendition of The Circle of Life. I wish all my flights began with a full-blown Disney singalong like this!

US based company Honey Maid, known for their Graham crackers, have this week released a video to follow up the launch of their ‘This Is Wholesome’ campaign last month, based around modern and diverse families. Unfortunately their campaign, aimed at portraying “Everyday wholesome snacks for every wholesome family”, managed to spark controversy when US conservative group One Million Moms (and several other organisations) lashed out at the ad claiming it was “attempt[ing] to normalize sin”.
Honey Maid’s latest offering, Love, addresses these criticisms by taking the negative comments and literally turning them into Love, with the help of two artists who create a sculptural piece of art spelling out the word. The ad then states that despite the criticism the last video attracted, they actually received 10 times more positive messages, which (as the ad proclaims) “[proves] that only one thing really matters when it comes to family…”: love.
This latest ad is likely to stir up just as much provocation as the last, but Honey Maid have clearly taken a strong stance in this argument, and as the video shows (as well as over 3 million YouTube views in a week) they do not stand alone.

Top trending UGC and entertainment videos:

The epic movie, Gravity, had all of us on the edge of our seats for those nail-biting ‘help-i’m-getting-lost-in-space’ scenes, but what if Sandra Bullock had gotten a helping hand from a certain red and blue clad super hero? It makes a great alternative to the real scenes, but “too bad the brass at Warner Bros rejected this version”.

For all those mega fans of the hilarious YouTube channel ‘Screen Junkies’, be prepared for their latest ‘Honest Trailer’ which sums up seasons 1 to 3 of Game of Thrones (also known as ‘the abusive show you keep watching no matter how many times it hurts you’). It crams in a very vague and general overview of the show into 5 minutes, which will leave you either very confused (if you’ve never watched it)… or laughing your head off. They’ve offered a non-spoiler version in order to avoid death threats from new die-hard GoT fans.

Squeak of the week:

With reaction videos slowly taking over the interwebz, it wasn’t going to be long before those furry little felines got their paws involved. This week’s squeak of the week is some kind of reaction inception with cats reacting to viral videos… all about cats – warning, cuteness overload!

Join the #KittenCamp Snackz mailing list for weekly updates on top trending videos and follow @JoinVAN for the latest viral gossip and industry news!

subscribe Gravity Alternate Ending and An Epic Disney Sing Song

How can brands and advertisers leverage the 2014 FIFA World Cup?

March 12th, 2014 by Melanie Peck

Screen Shot 2014 03 12 at 09.39.51 How can brands and advertisers leverage the 2014 FIFA World Cup?Big sporting events have the potential to offer amazing advertising opportunities for brands and the World Cup is undoubtedly the single greatest marketing platform in the world. It attracts a global audience of dedicated fans who are not only glued to their viewing screens for weeks during the matches, but who follow the football journey for months or even years in the run up to the games.

With just a couple of months left until the World Cup kicks off in Brazil, big budget global brands are already starting to unveil their football themed ad campaigns. Whilst it’s true that only official sponsors are allowed to mention the world cup in their marketing, companies don’t need to have multi-million pound budgets to take advantage of the impending sporting frenzy that’s about to take the world by storm. In fact, often it’s the none-official sponsors whose campaigns are the most memorable.

So, how can brands get in on the action? It’s a question that we’ve been hearing a lot recently, but before advertisers start planning their World Cup campaigns, they need to have a solid grip on current trends and what’s hot in the world of sports marketing.

Here are our top-3 social marketing predictions for the 2014 World Cup.

1. Emotional Impact:

Our research has indicated that when people are emotionally moved they are more likely to share. It’s pretty straight forward; from tears of laughter to tears of sadness, content that provokes a strong emotional response tends to be the most viral. Data from our weekly Viral Chart has shown that humour is traditionally one of the strongest conversation triggers in viral sharing. However, when it comes to tapping into the collective emotions of a global sporting community, different rules seem to apply.

Why so? Well, firstly humour is a very subjective thing and often strongly influenced by cultural perspectives. What might be funny to us Brits may well come across quite differently to someone on the other side of the world. So when planning a campaign that targets a global audience, advertisers need to focus on more universally translatable emotions.

Both Nike and P&G captured the spirit brilliantly with heartwarming ad spots during the 2012 Olympics that used happiness and sentimentality as the key motivational triggers for sharing. P&G focused on the universal bond between a mother and child in Best Job, (which became the most widely shared ad during the games), whilst Nike focused on the motivational power of sports and the ability for everyone to find their own personal greatness.

Themes that work particularly well in sports related advertising tend to tap into the sense of global competition and national pride and unity that events like the World Cup inspire, leaving viewers feeling excited and exhilarated. Once again, Nike nailed it during the last World Cup with Write the Future, an ad that not only eclipsed the campaign of arch-rivals Adidas who officially sponsored the game, but which went on to become one of the most shared ads of the year.

2. The stories behind the game:

The World Cup isn’t just about football. The human stories behind the games attract almost as much attention. This doesn’t just stop with the players, but goes beyond to offer a glimpse into the world of the fans, Brazilian life, football culture and the impact that the World Cup has on everyone who watches.

Brands have begun finding new ways to tell stories and curate content that inspires viewers and drives conversations around the tournament. As one of the main sponsors of the 2014 cup, Coca-Cola has embarked on a 9 month long project, taking the FIFA trophy on a tour across 88 different countries. The idea being to engage with consumers during the build up to the games by telling stories about the communities they visit and fans whose lives are touched along the way.

Screen Shot 2014 03 11 at 12.11.22 How can brands and advertisers leverage the 2014 FIFA World Cup?

We’ve also seen Sony unveil One Stadium, its own World Cup website for fans to interact and keep up to date with the latest news and events surrounding the tournament. More and more dedicated microsites from brands are starting to spring up and it’s becoming clear that content marketing is going to be a big trend during the World Cup this year.

Screen Shot 2014 03 11 at 12.13.44 How can brands and advertisers leverage the 2014 FIFA World Cup?

3. Social media, reactive marketing:

Twitter has become the ‘go to’ source when it comes to live updates on sporting events and the 2014 World Cup looks set to generate more social media mentions than anything that’s gone before. It’s clear that marketing during the tournament will be in real-time and every brand with its finger on the ball will be looking to recreate Oreo’s famous Super Bowl blackout tweet.

FIFA has already launched a new mobile app designed to function as an online hub and build a community of dedicated football fans as part of its digital marketing strategy in the run up to the games.

We’re expecting to see more and more branded channels functioning as newsrooms, using the World Cup to join live social media conversations around the tournament. Advertisers are going to need to keep a close eye on social monitoring tools if they want to keep on top of what’s trending and leverage the key moments to raise their brand profile.