USES: Case studies and general user stories
Ford followed the IOC’s rules on Snapchat, barely — Adweek
Their ongoing “Life is a sport” campaign is perfect for the major sporting event taking place right now, but brands are heavily restricted, unable to even mention the event or where it’s taking place. Ford is creatively skirting the rules in new Snapchat videos that show, say, a woman lifting boxes into her trunk while her dog claps. Limits often breed creativity.
Katy Perry’s Kik bot sold perfume to teens for points — Mashable
No dollars? No problem. Teens can talk to KP’s bot, Maddie, on Kik, learn which of her songs they’d “be,” and earn points to purchase her new perfume. Talk about rewarding engaged users.
Toyota used Lollapalooza geofilters as VIP concert tickets — Digiday
Snapchatting festivalgoers who used geofilters at one of three locations during a 3-hour period were shown a VIP pass to hear Leon Bridges at a pop-up concert. It was a first for Snapchat and a brilliant move by Toyota: an unobtrusive surprise that was natural to the platform and provided real-time, honest-to-goodness value.
NBCUniversal teases programs on Snapchat only — Adweek
The exclusive content starts with “The Voice” judges and includes additional shorts by “E! News,” “The Tonight Show Starring Jimmy Fallon” and “Saturday Night Live.” Why Snapchat? Because.
INFLUENCERS: Voices behind the hype
Cristiano Ronaldo’s (in)famous pics used in charity app CR7Selfie — Adweek
You know the photos people take next to wax-museumed celebrities? It’s like that but better because, with this new app, you don’t have to travel to insert yourself into one of Ronaldo’s selfies. A portion of the app fee goes to Save the Children.
Leslie Jones tweeted her way to a new job — Adweek
The SNL star was live-tweeting coverage of a global sporting event last week, and her followers loved it. NBC noticed and asked her to fly south to cover the real thing. Great response by the network. Slay all day, Leslie.
Lin-Manuel Miranda took over Disney’s Instagram — CNN
He composed many of the songs in the movie “Moana,” and he sang some Disney favorites on Instagram last week to promote the film. It was a great use of a relevant celebrity influencer that supported the light-heartedness of the Disney brand.
Non-celebs work well on YouTube — Business 2 Community
This article has a couple of great stats about the power of “creators” versus celebrities on YouTube to influence purchase decisions. Basically, it's a game of (buzzword alert) authenticity, which is perceived as more trustworthy.
Gymnasts, runners, swimmers, etc., to follow now — Wall Street Journal
For reasons we literally cannot name, the influencers listed in this article are especially popular right now, including Missy Franklin, who is working with GoPro to shoot photos and videos in and out of the water. Viewers complaining about the number of ads in NBC’s coverage can follow the athletes instead.
CHANGES: Updates to existing platforms
Twitter slowly opens Moments to everyone — Twitter blog
For brands running Twitter Moments, it could be a cool way to feature tweets from fans on its native platform. For now, we wait.
Foursquare tries to reinvent itself — Digiday
They have a lot of data and are claiming they can use it to determine an ad’s real-world effectiveness in driving foot traffic. Hey, remember when Michael Jordan became a baseball player? We’re not saying, we’re just saying.
NEWBIES: Emerging platforms
Say — Drapers Online
The social platform is available in October only to those who purchase the Say wearable, a necklace with a pendant that links to an app via Bluetooth. Through the app, users take photos and videos to display on the pendant’s screen. Um, say what?
Yahoo View — TechCrunch
Just as Hulu retires its free option, Yahoo offers the (formerly) free programming to viewers who may simultaneously browse show-related content on Yahoo-owned Tumblr. Yahoo View also carries the latest five episodes of shows on ABC, FOX and NBC, as well as anime, Korean drama and Latino content.
This recruiting app requires users to play “science-driven games” that identify their professional strengths and skills. It then suggests professions and jobs that may fit their unique, you know, knack.