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“Cola War, huh! What is it good for?”
Healthy competition and an excuse to write this article on the ongoing battle for our caffeinated hearts and sugar-addled minds between the two giants of fizzy beverage.
I’m sure Edwin Starr would’ve come up with something snappier, but he’s not employed here.
The battleground has changed since the 1980s. We no longer look to the highway billboards, the ads in National Enquirer or the million-dollar Bill Cosby endorsements on MTV to witness the blows each corporation delivered to its aluminium coated opponent.
Now the war is fought across a vastly different field. One that couldn’t possibly have been predicted 30 years ago when our sole interests lay in watching Michael J Fox climbing over cars in the rain.
We imagined future battles taking place on the moon, or via a Virtual Reality headset or at least a vaguely futuristic looking air-hockey table. We were wrong.
Social media is the modern day arena where all the most catastrophic shots are fired (we now call them tweets). It’s also where loyal troops are enlisted (we now call them Facebook friends) and collateral damage is a sad yet necessary outcome (we call it Google+).
So let’s see how these mighty warriors are squaring up to one other in the 21st Century and how much attention they are paying to the rules of engagement.
I’m going to nail my colours to the mast. I think augmented reality (AR) technology is already big and can be massive.
The only thing is, I don’t think its best use is in augmenting reality, per se.
Where AR apps have a big future is the creation of a ‘physical world domain’. That’s a phrase used by Ambarish Mitra, CEO of Blippar. It essentially means using objects as the physical keys to information or rewards online.
Blippar signed up with Pepsi and Coca Cola recently and this feels like a game changer. With QR codes failing to be implemented properly in many cases (with bad placement, instructions, URLs, or landing pages), the company could be well-placed to own the discovery and reward space.
FMCG (fast moving consumer goods) feels like a proving ground for this technology (and all reports of the number of scans are good, so far), with immense numbers of units providing marketing real estate to rival any other ‘channel’.
So why might it be so powerful as a tag or key, but not as augmenter?
Brazil 2014 is the first social video World Cup.
It’s quite telling how often Vines and Instagrams are used as part of the pre-match build-up by the BBC and ITV, either by showing videos the pundits or players have uploaded or by sharing ones from the fans themselves.
It’s even more extraordinary to think that neither channel existed during the time of last World Cup in 2010.
Brands (both sponsors and non-sponsors alike) are also capitalising on creating awareness and generating shares through Vine and Instagram by hijacking one of the most compelling global sporting competitions.
Here are some of the finest branded Instagram videos from June 2014.
Taking in everything from pink unicorns, child-spinning heartwarmers and World Cup related fever.
It’s a cavalcade of mini-epics, tiny spectacles and other maddening oxymorons that I won’t apologise for. Enjoy...
Here are some of the finest branded Instagram videos from May 2014.
Taking in everything from Mini’s massive charm, even more massive nuclear lizard battles and Google’s blasé attitude to its own product.
It’s a cavalcade of tiny thrills and spills.
Like watching Prince on a trampoline.
The World Cup, along with the Olympics, comes by once every four years and is therefore a good assay of changing media habits and technology.
Twitter users have doubled since the last World Cup in 2010. Live TV streaming is available from all the main broadcasters and the user experience of laptop and tablet TV-streaming continues to improve.
Mobile has been the main driver of social media consumption and increasing demand for real-time content. Additionally, user generated content is easier than ever to gather, as new devices and new users become more adept and involved online.
So, what should marketers expect to come out of Brazil and World Cup 2014? In this post I’m going to take a look at some of the brands involved so far and their efforts, as well as looking at lessons that can be drawn from the London Olympics in 2012.
Here are some of the finest branded Instagram videos from April 2014.
Taking in everything from massive corporations playing it low-key, to hair-raising and largely irresponsible stunts to free ice cream giveaways.
It’s a varied carnival of ingenious mini marvels.
Here are some of the finest branded Instagram videos from February 2014, or Instavids as nobody in their right mind calls them.
Last week I discussed the future of Instagram video and Vine in the post has Instagram really killed Vine?
It seems that since the introduction of Instagram’s 15 second video capability, brands and regular users alike have begun to ignore Vine in favour of a social media platform they were already signed up to anyway.
I round-up the best branded Vines on a monthly basis (here are the best branded Vines of February) and I personally feel that there’s still massive potential for the only one-year old Vine when it comes to improving brand perception and connection.
So what separates Vine from Instagram video apart from the obvious technical differences? Perhaps by looking at these examples of Instagram videos from brands we’ll be able to understand how each platform can exist side-by-side whilst remaining different enough to be worthy of separate time and investment.
Here are February's very best branded Vines, including efforts celebrating the month's biggest events: Valentine's Day, the Winter Olympics, Super Bowl and that time when I found my car keys.
Much like January's 14 best branded Vines, I feel it's only right to add some context before the following 72 seconds of entertainment commences, in the form of relaying the latest news about Vine.
Here it is: Vine still hasn't added a search field to its desktop site. Thanks Vine. Thanks a lot.
Anyway, on with the smallest show on Earth:
It's a storm in a coke can.
The 2014 Super Bowl achieved a record breaking 111.5m viewers, making it the most watched event in USA history, just scraping past the 111.3m who watched the Super Bowl two years ago.
Of course the Super Bowl isn’t just about the football, it’s about the adverts. In fact much of what we read relating to the big game in the UK is mostly about the marketing: ‘it costs $4m per advertising slot’, ‘Scarlett Johansson and Soda Stream banned’, 'David Beckham and H&M gamble with t-commerce’ and one story involving Coca-Cola that you can’t have failed to notice…
Coca-Cola’s unveiling of the controversial ‘Big Game’ commercial that carries the hashtag #AmericaIsBeautiful, in which the traditional American song ‘America the Beautiful’ is sung in nine different languages: English, Spanish, Tagalog, Mandarin, Hindi, Hebrew, Keres, French and Arabic.
A predictable storm of protest followed from the Conservative quarters of the USA, with many right-wing pundits and politicians choosing to take the ad as a provocative blow to their ideals and all the things they perceive to be ‘American’.
Albeit one from the most famous, American corporation on the planet.
How has this controversy affected the brand? How does the advert itself stack up against the competition in terms of online sharing; a barometer of general opinion away from the political world?
Touchstorm has sent us over some data from its Super Bowl Video Scoreboard that tracks the #AmericaIsBeautiful controversy over YouTube, in terms of post-Super Bowl shares, comments and likes. But first, a little insight into the controversy...
Here are some of the finest Instagram videos from January 2014, or Instavids as nobody in their right mind calls them.
I’ve been doing a monthly round-up of the best branded Vines for some time now (here’s the latest edition: best branded Vines of January 2014) and I thought that in the interest of balance, I’d do the same for Instagram’s eight month old social video tool.
I’ve explained the difference between the platforms in Instagram’s 15 second video vs Vine’s six seconds and at the time of writing that article, October 2013, brands absolutely dominated Instagram’s video service with 40% of the 1,000 most shared Instagram videos being from brands.
In 8th Bridge’s latest Social Commerce report it’s revealed that, out of 872 brands surveyed, 69% of brands have adopted Instagram since its launch in 2010.
Driving quality engagement with your social audience increases loyalty and more effectively guides consumers down the path to purchase.
As such, marketers must place a premium on fostering social relationships that add tangible value and incentives to the customer experience.
But how can marketers identify the most effective ways to break through the flood of status updates, tweets, pins, and posts?
Read on for four strategies that marketers can integrate in 2014 to make sure social conversations with your audience hit the mark.