Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Charlotte Macgregor, Jill Pastirik, Rob Small, Emily Miller, Matt Beck, and Erin Collett.
This week’s Digital Digest feels a bit like a trip down memory lane. From mixtapes, Cheetos and an ol’ faithful (McD’s) to a Lyndon B. Johnson ad re-make, which may only be remembered by our – ahem – more seasoned colleagues. Our comfort classics are reminding us they’re still here and re-inventing themselves with the times. Let’s jump right in before we get our hands covered in powdered cheese at 4sies shortly. [For those who aren’t familiar with 4sies, it’s a weekly gathering at Edelman Toronto where snacks and beverages are enjoyed on Thursdays at – you guessed it – 4:00. See you there next week.]
Here are 7 other singles who watched Grey’s Anatomy for 10 hours straight
Or if you’re not interested in sharing how many hours you actually binged watched your favorite show this weekend, Netflix has an alternative for you. Remember mix tapes, the cassette tapes you’d give your crush with tunes that reminded you of them, or that you’d make for a long summer road trip? Mix tapes, meet Flixtapes. Think of them as modern mixtapes but with video, sharable on social and easily customizable to any theme you’re in the mood for (our favourites so far? The Summertime and Mom & Pop Flixtapes). You can either get creative and make your own, or leverage the “made for you” option, where Netflix will put together clips from your recently and most watched series. Revamping something as classic as a mixtape gives Netflix an air of nostalgia – sharing sentimental, funny or heartwarming clips with friends and family reminds us of the good ol’ days and from a branding perspective, demonstrates that Netflix is keeping up with consumers and their love for the classics. [The Next Web]
Would you like a t-shirt with that?
McDonald’s is one of those well-known brands that you might not think needs any more attention than they already get. But it was National Fry Day, so obviously they were going to celebrate with their customers. In showing their love for fries and friends, they created a new limited edition collection of slogan t-shirts. The shirts were offered via social media accounts and by 11:00 a.m., all 2,000 had been claimed. On top of this, they worked with ten different influencers across Canada, and shared giveaways and other street-level and in-store promotions. Not only did the campaign start on social media, but it ended there, too – with consumers posting on Instagram and Twitter of their fabulous shirts. Talk about FOMO. McDonald’s is a perfect example this week: Just because you’re relevant, you shouldn’t assume you’ll always be. Staying on consumer’s radars is an integral part of keeping up in this constantly changing and trendy world. It’s pretty clear that McDonald’s wants “fry vibes only.” [Marketing Mag] McDonald’s, Carl’s Jr., IHOP & New York Fries, mentioned in this article, are competitors to Edelman client, Yum! Brands.
It’s a bird, it’s a plane, it’s a…Cheeto
When was the last time you laid on the grass watching the clouds go by, dreaming up what you saw in those soft, white wisps? If you’re like us, it’s been a while, but that’s not to say you’ve lost your sense of imagination. Frito-Lay knows this, and wants to celebrate your zany ideas with its most recent Cheetos campaign, What Do You See In Your Cheetos? The digital campaign accompanies a $100,000 sweepstakes in which fans can submit photos of their oddly shaped Cheetos via social media, for their chance to win $10,000 during the 10-week contest. Cheetos of all shapes and sizes are then added to the #CheetosMuseum, a virtual collection of all rare Cheeto specimens. Although official campaign videos feature paid actors arguing for their Cheetos’ resemblance to famous US Presidents, sea monsters and musical instruments, hundreds of contest entrants are taking to Twitter, hoping their Pokémon-shaped Cheetos will win them $10K. This witty campaign not only taps into consumers’ playful sides, it encourages them to showcase their brand love online. A throw back to our childhood tendencies to see monsters in rainclouds and play with our food? Not a bad idea, Cheetos. Not a bad idea. [brandchannel]. Pepsi-Co/Frito-Lay is an Edelman client. Burger King is a competitor to YUM! Brands, Bell, KFC and Pizza Hut, all of which are Edelman clients.
Every four years, there’s a fifth season
And it’s the American election. The US’ presidential election could otherwise be described as the largest head-to-head advertising campaign of the year – even in 1800, before politicians were kissing babies and delivering stump speeches, vicious personal attacks were printed in papers against candidates Jefferson, Burr and Adams. This week, the Clinton campaign repurposed a Lyndon B. Johnson ad from the 1964 election where he squared off against Republican candidate Barry Goldwater. In the ad, titled “Confessions of a Republican”, a Republican explains why he won’t vote for Goldwater—or in the new one, Donald Trump—in the upcoming election. The punchline in the ad? A Republican voter admitting he is scared of what will happen if Trump—a candidate who comes with a long list of controversies—takes up residence in the White House. By bringing back the old ad, the Clinton campaign reached out to their rivals, the Republican base, reminding them that this isn’t the first time they’ve had to make a choice between the party and their values. [Adweek]
Edelman Canada’s Digital Digest is a weekly bundle of links, served up on Edelman Canada’s Our Ideas blog. It’s also available by email. If you know someone who would like to be added to the mailing list, have any questions or just want to share some thoughts on anything you read here, email me. Let’s get a conversation going.
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Caitlin Stewart, Jill Pastirik, Rob Small, Emily Miller and Matt Beck.
There’s engaging your audiences, and then there’s engaging them. With the surging popularity of live content and creation of immersive realities, it feels like we’re inching ever closer to the Holodeck (For you non-nerds: the fictional virtual reality facility in Star Trek). While the new normal of digital engagement means that there have never been more opportunities for brands to interact closely and in real-time with their fans, the stakes have never been higher. The only thing worse than your message falling flat with audiences, is your message falling flat in virtual reality. From the Poké-hysteria (we couldn’t help ourselves) to a VR pop-up store in space, this week we take a look at brands venturing beyond the final frontiers of online engagement.