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  • Answered: Your Burning Questions About Five Ways To Score At Olympics

    Mobile devices make for 65 percent of all viewers for the Olympic games content, and YouTube viewers watched over 23,000 years of content in the last one year for the four most popular sports, athletics, gymnastics, diving and swimming and volley ball. For mobile NBC has a pop-up Snapchat Discover channel, planned during  the Rio Olympics. YouTube plans to  live stream video with 15 creators, signed up exclusively for the games.

    Social Media sites are the popular go-to source for all conversations surrounding Key Sports highlights as seen for other major sporting events. The brand conversation surrounding Olympics, as tracked by Origami Logic has brought in 7.75 Million social media actions across the four major social networks. The initial tracking reports indicate that the top five brands leading in engagement are  Nike with 3 million likes, shares and other interactions. Under Amour followed at No. 2 with 2 million; Adidas with 2 million; Dick’s Sporting Goods with 164,000; and Ralph Lauren with 157,000.

    Brand Olympics

    Among the advertising campaigns the top scorers are  Always #LikeAGirl—Keep Playing, from the creative agency Leo Burnett, Minute Maid #doingood I See What U.S. Olympian Missy Franklin Has To Say from the creative Agency Doner and P&G Thank You, Mom from the creative agency Wieden+Kennedy.  Samsung Official TVC created by Leo Burnett and Visa, The Carpool to Rio from BBDO  make it to the ads leaderboard for Olympics, from April- June 2016.

    Five Ways For Brands To Score At Olympics
    Celebrate Friendship Through Sports

    Conversation on Social Networks for Sporting events are for sharing or viewing moments of thrill, excitement and connecting with other sports enthusiasts. Use of characters and brand menmonics  such as Vinicus, the official mascot for Rio Olympics 2016, who is known to combine the agility of cats, the sway of monkeys and the grace of birds, can help audiences connect emotionally. Characterizing your brand campaign for sports lend another dimension to a popular sports theme. Brand identity that leverages the affinity for a sport with characterization brings in increased engagement among sports enthusiasts.

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    Brands can extend product features with the help of influencers and famous athletes to make the campaign memorable leveraging the influence and fandom of famous athletes.

     

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    Visual Engagement Freebies

     

    Visual posts are the lead engagement tactic on Social Media and creating freebies such as the stickers pack and freebies with a sports theme are a hit with users. Google’s research points out that 90 percent of the users are using Emojis to express their feelings. Users turn to social media for moments of celebrations for leading sports events providing brands an opportunity to engage fans with visuals for moments of victory on social networks.

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    Search Advertising

    Live Video highlights for the Rio Olympics will appear in the search results and YouTube WatchCards, with Google’s exclusive tie-up with broadcast companies including America Movil, BBC and Japan’s NHK in more than 60 countries. Using Search keywords that are likely to make your campaign discovered with the newer features from Google, that are exclusive to the Olympics, according to the Official Google blog:

    Discover the event schedule, medal counts, and athlete information in Search
    Get results and view TV schedules in 30+ countries
    Watch official broadcasters’ event highlights on YouTube in 60+ countries
    Explore Rio and venues in Google Maps
    Keep up to date with the latest search Trends from around the world

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    Live Video 

    Live Video Highlights offer Brands opportunities to showcase winning moments that bring out the campaign message or brand attributes that foster the bond with your audiences. Visa’s campaign for Olympics “The Carpool to Rio”,  features Athletes as they strike, jump, cycle and swim their way to Olympics. Facebook’s Live Video is key to Visa’s marketing by enlivening the athletes’  stories to bring forth the similarities with the  brand attributes. The campaign’s video posts are used for brand activation with featured partners.

     

     

     

     

    Brand Messaging and Brand Contests

    Brands can associate with the games as non-sponsors with inspirational video and messaging. The brand conversation surrounding the message can be integrated with your existing campaign to engage viewers with your Olympics marketing efforts.

    Hershey’s contest on Twitter invites users to share the message for Team USA with a Hashtag #HelloFromHome that could be your voice at the Rio Olympics.

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  • Sizzling Summer Campaigns On Social

    Pepsi’s Emoji campaign #SayItWithPepsi makes Emojis the new way to express. To find the right way to express themselves, consumers will have over 200 Emojis to choose from. A contest targeted at younger audiences, gives a chance to go to the VMAs by snapping a pic with all three Pepsimoji bottles and hashtags #SayitWithPepsi and #Entry. A campaign targeted at the teens has Sweepstakes that is co-promoted with Little Caesars #SayItWithPepsi has a cash prize. The Facebook videos feature interactive content #ThrillofTheGame. With Interactive Content and Emoji contests Pepsi has lined up a Winning game.

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    KFC’s Summer Campaign On YouTube

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    KFC’s campaign on YouTube features KFC’s signature $5 and $20 Fill Ups, which are perfect for summer meals and gatherings, making the creative resonate within a context. KFC launched the campaign early in July with four spots, that consisted of two :30 and two :15 commercials, all of which will air nationally. The ads featured George Hamilton as the Colonel with an exaggerated suntan to emphasize his “extra crispy” character as he combs the beach to share his love of Extra Crispy Chicken with families. KFC has launched the campaign to highlight the products that are likely to be most popular for Picnics and Summer getaways. The campaign centers around Original Recipe and Extra Crispy. Extra Crispy chicken tenders are the ones with a signature crunch to give special crunchy flavor that makes it a hit with the audiences. With a creative that builds on the digital persona of Col. Sanders, KFC has other elements tied to the campaign such as the digital comic that can be downloaded from the brand site.

    Takeaways

    Emojis with Product led advertising build an emotional connect and at the same time present a moment of entertainment that can be further extended to Social media. With newer ways to express, audiences find the campaign more engaging. #SayItWithPepsi Campaign has earned 7 Million impressions in two days.

    Characters often build your Brands’ Story in a more memorable manner and using characters can create a better resonance. Brand Storytelling differs from Branding which can be best described as “A distinctive set of characteristics and crafting stories across a variety of mediums that communicate and contextualize those characteristics in unique and immersive ways.” In KFC and Pepsi’s campaign The characters enliven the brand story in audiences lives. The characters in the campaigns are used by brands to give a unique consumer experience.

    Humor works at building memorability as seen from research. “We observe a strong relationship between humor and impact because humor can drive involvement, which drives memorability.” Using Characters in a humorous situation with Digital engagement that younger audiences find entertaining is likely to be amplified.

    Surprise your customers such as find a Pepsimoji bottle with a Pizza Emoji to win a free Pizza.

     

     

  • The Anatomy Of Back To School Shopping

    According to research from NRF and Deloitte, Back To School Shoppers plan to start shopping earlier and Apparel and Electronics are the key shopping categories. The NRF survey estimates total Back To School spending of USD 75.8 billion in 2016. The key shopping destinations are Discount Stores followed by Department stores, while online is the preferred Go-To source for shopping of electronic gadgets and shopping research, with a surge of 30 percent in Online Shopping over last year. Online retailers who offer Free Shipping are preferred by Online Shoppers, according to a survey conducted by Deloitte.
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    Social Media advertising serves as the primary source of information for users who use social media sites for Back To School shopping.

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    Shoppers for electronics and electronic gadgets are likely to begin the shopping earlier, while apparel shoppers are likely to complete their purchases later.

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    With insights that show the users are increasingly looking for information on their mobile devices, adding location to your campaigns can increase the ROI for your campaigns. 4 in 5 consumers want ads customized to their city, zip code or immediate surroundings.

    • 53 percent look up store locations
    • 37 percent locate a store that carries a particular product
    • 70 percent will make a purchase in-store
    • 60 percent have used location information in ads

     

    Adding Location to your advertising can increase the ROI for your campaigns. Targeting content and Ads with Location of presence or Area of interest, can help you place your ads in a context that increases the local searchers interest. Here are some of the ways you can target users based on location targeting.

    Target Users on AdWords based on Geo-location

    AdWords allows you to specify whether to show your ads to users by their physical Location of Presence (LOP) or by their Area of Interest (AOI). Location targeting in your campaign can also be done with Radius Targeting that allows you to define your target audience for a select radius.  In one of the Case Studies shared by MOZ, the clicks from locally targeted campaigns increased by nearly 8X.

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    Target Shoppers With Local Awareness Ads on Facebook

    Facebook Local Awareness Ads target users based on geographic locations.  As high as 60 percent of shoppers turn to Facebook to look for information prior to visiting a store.  Creating a Location awareness ad is easy. You can create ads right from your Facebook Page via the Promote button on the top right-hand corner. Target Back To School shoppers with an engaging message to drive In-Store traffic in the target location. You can choose Local Awareness as a campaign objective in Power Editor.

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    Target Users Based On Geographic location With Custom Audiences 

    With targeting on Facebook, the additional fields on Facebook allow users to reach the target audience based on fields that allow advertisers to target Website Custom audiences based on Location. This can be used to create lookalike audiences in any region that you wish to target.

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    With Advanced Matching Pixel, advertisers can retarget audiences effectively. Adding an Advanced Pixel, has shown during a beta,  an increase of over-10-percent  in attributed conversions and a 20-percent increase in reach. To add Advanced Pixel, here is a useful guide  for better match rates on the Facebook pixel.

    Increase Click-through Rate with Location Extensions on Bing

     

     

    Bing Ads insights shows that 60 percent of the mobile users are searching online prior to an In-store visit and adding Location Extensions increases click-through by 7 to 10 percent.

  • Ten Game Changing Content Marketing Trends

    Chatbots are the new Content Battlefield

    Chatbots are taking over from Apps, according to a Fiksu Study. Teens spend an average of 23 Mins and 23 secs on Messaging Chat. Facebook reports that developers have created more than 11,000 chatbots for its Messenger platform, and Kik — one of the most popular messaging platforms among teens — unveiled 6,000 new chatbots.

    Brands, have integrated bots in Shopping Experience that offer advice on choosing products. Integrating AI and APIs for Retail apps can enhance the shopping experience with user-friendly chat interfaces and expert advice.

    Messaging Apps And Instant Content

    Facebook Messenger has made  content publishing instant with Facebook Messenger where Publishers can publish articles on messenger. Messaging Apps can power publisher’s stories with instant audience reactions. For brands engaging users with via publishers posts can get the audiences respond live to a story.

    Brands are going a step further encouraging customers to chat real-time on messaging apps.

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    Live Streaming Becomes Native to Mobile Apps

    YouTube makes live streaming native to the mobile app. According to the blog, YouTube mobile live streaming will be baked right into the core YouTube mobile app. You won’t need to open anything else, just hit the big red capture button right there in the corner, take or select a photo to use as a thumbnail, and you can broadcast live to your fans and chat in near real-time.

    Live Video and Streaming Content Genres 

    Twitter signs up with Pac-12 network to live stream sports events after a deal signed earlier with CBS News to live stream the Democratic and Republic Convention.”By expanding our digital footprint, Pac-12 Plus also allows us to connect more fans with more, live Pac-12 sports content through a platform they use every day.”

    VR Experience Becomes Real

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    Samsung and NBC team up for Virtual Reality experience linked to the Olympic games, by allowing Viewers to view the games footage in VR  after a few weeks. According to Venture Beat, NBC has revealed that the NBC Sports app will work in conjunction with Samsung Galaxy devices and the Samsung Gear VR to broadcast 85 hours of virtual reality programming. This will include both the opening and closing ceremonies, men’s basketball, gymnastics, beach volleyball, boxing, diving, fencing, and a host of track-and-field events.

    Channels that are preferred by users for accessing VR Content.

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    For content marketers the video footage that is live streamed can now be a more engaging content format with Virtual Reality.

    Location Listings for Pokestops makes AR Relevant

    Adding Yelp Listings to Pokemon Go made AR gaming more relevant. Introducing listings and reviews for an AR experience, can increase the engagement for your Brand.

    Adding listings for your mobile app or a customer experience in a Review app increases traffic, in a more engaging content format.

     

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    Emoji Power Takes Over  Branding

    Diney’s Emoji Blitz game for iOS and Android, has over 400 character Emojis. Each Character Emoji has special powers that allow users to choose the Character Emoji. Building on Disney characters the Emoji centric game builds on the character brand defining new way for users to connect with their favorite characters.

    Pepsi used Emojis for the World Emoji day celebration with Emoji filter on Snapchat and an Emoji keyboard update timed for the World Emoji day.

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    SVOD Matches DVR Penetration

     

    Subscription based Video On Demand matches the DVR penetration in the US Households. Users want to control the content they watch, with increased sign-ups for subscription services. As high as 30 percent have access to SVOD and DVR. According to Nielsen Research report, “SVOD penetration has been rising steadily over the past year, illustrating that viewers have a continued desire to control what they watch and when they watch it. And in many cases, that means more playback options is better. In fact, close to 30 percent of homes have a both DVR and access to SVOD—up nearly 20 percent from last year.”

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    Mobile Devices Make For More Than 50 Percent of Connected Devices

     

    Smartphone and Tablets are the most popular connected device in the US Households.

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    Users Pay More Attention To Interactive Content

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    According to a YuMe and Ipsos poll, 54 percent said they paid more attention to a highly interactive format, like videos with embedded quizzes.

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