Coca-Cola is dialing up its efforts to combine social media with outdoor events, following a successful initiative around a Paul McCartney concert. In a goodwill effort dubbed “America Is Your Park” (AIYP) that runs through July 15, Coke is inviting Foursquare users to check in to their favorite local, state or national park. The check-ins equate to votes in a contest where the winning public park gets a $100,000 grant from Coke. Consumers can also vote online. AIYP is in its third year, but it’s the first time Foursquare has been employed (and reportedly is only the second time Coke has run a Foursquare-based promotion in the U.S.
Qatar Airways launched a Twitter-powered global race that connects people around the world. The “Tweet-a-Meet” campaign enables teams of two to turn tweets into miles for a flight. Contestants simply log onto the company’s dedicated site – tweet-a-meet.com to register for the race through their Twitter account. After selecting a race companion, the teammates select any one of Qatar Airways’ 117 international destinations as their meeting point. Twitter users can accumulate miles based on the number of tweets that includes #tweetameet. The first three teams with the highest number of tweets at the end of the race will each win a pair of business class tickets to their chosen destination while other pairs are entered for chance to win one of five pairs of Qatar Airways Economy Class tickets to their dream destination.
On July 1, 2012 Taco Bell launched “Operation Alaska” a special mission to deliver 10,000 tacos to the isolated town of Bethel, Alaska. Back in June, local residents staged a prank leading people to believe that Taco Bell would be opening a restaurant. When the chain restaurant found out about the prank, they decided to bring Bethel residents what they had been craving. However, the fact that Bethel is accessible only by air or by river complicated plans. They used a military helicopter to fly a Taco Bell truck over the ocean.
Camera is Facebook’s newest mobile app for iOS, and it puts the many photos our friends post every day into one place. Like Instagram, photos are arranged in chronological order, and you can add your own photos directly from the app.
In what may become a signifier of the true beginning of the season, Nike has ushered in the Euro Cup with an epic commercial featuring the biggest names in soccer. The ad features a match between the Netherlands and France, but the game is interrupted when a group of young players crash the proceedings.
Band-Aid Magic Vision, a free app for iPhones and iPads, is linked to Muppets Band-Aids that already are widely available. After a bandage has been applied, children can use an iPhone or iPad and, within the app, point the device at the bandage, much like scanning a QR, or quick response, code, those pixilated boxes on ads, posters and packages. When children look at the screen, a Muppet character appears to emerge from the bandage.
In Colombia, Coca-cola promoted its online radio station Coke FM via a live concert where the audience could literally ‘download’ the band by downloading songs online. The stunt, via Ogilvy & Mather Bogota, saw the artists (a local band with a new album) suspended 50m above the stage. Every time the audience downloaded a song, the band played it and came down 10 meters, until they reached ground level with their fans.
Advertisers already are quite aware that music is the key to many consumers’ hearts. Catchy singles from acts like The Black Keys and Foster the People are consistently soundtracking promos and ads across digital and broadcast channels. With music taking such a huge role in consumers’ lives, shouldn’t marketers consider reaching their targets in their favorite listening environment?
Consumers are streaming online music more than ever. According to a recent eMarketer report, cloud based streaming music services (including internet radio and streaming services) increased 50.5% from 2010 at 1.5 billion hours listened. With services like Pandora, consumers are already used to waiting through an audio spot or viewing branded content surrounding music players to listen to free music. Is it finally time for advertisers to view Spotify as a viable option to reach consumers in the online music space?
U.S. music fans waited years for the streaming music service to launch stateside, and finally got their initial taste of Spotify last July. Spotify now has 10 million users worldwide (3 million U.S.) and is hoping marketers will soon put their products in front of its growing base. Spotify has over 15 million songs in its catalog and the backing of many of the major record labels. With Spotify’s integration in Facebook and April launch of the “play button,” the music service is betting that music will be even more shareable than ever. The new feature allows users to embed their favorite playlists everywhere, from their WordPress blogs to Tumblr.
But are Spotify users seeing marketers’ ads? An eye-tracking study reported that 100% of participants saw the large graphic ad on the Spotify start page and viewed the ad for a full four seconds. The streaming music service recently gained a huge vote of confidence when Coca-Cola announced a global partnership. Most details haven’t been announced, but the deal will be a flagship portion of Coca-Cola’s “Year of Music” campaign in 2013 and focus on four key pillars: global, technology, social, and a commitment to music.
Why not create a gaming unit in the Spotify application where consumers can interact with your brand in an environment where they are comfortable, while listening to music? Imagine the “time spent” results of a branded gaming unit while the user is actively taking in the new Jack White album. While some advertisers negotiate pricey song rights to be associated with bands like fun. or Santigold in an ad, why not have your ad displayed while a fan is streaming the entire album or creating a playlist? While Spotify may not be for every marketer, seeing who follows Coca-Cola on this growing platform will be interesting.