By Liz Wilson, CMW
For brands the path to the consumer has never been so vast and complex with 15 billion web impressions and £1bn spent online during one day in the run-up to last Christmas. Even for the festive season that’s a lot of clutter for brands to navigate through their communications strategy. On top of this, shoppers now expect more from brands and what they have to offer.
By Chris Minas, Nimbletank
Many have hailed augmented reality (AR) as a passing fad with no real beneficial use bar novelty value. This however comes as a surprise to marketers who see AR as a vital tool to generate brand excitement and believe it will become a mainstream technology in the near distance future.
To financially ailing industries such as music and publishing, this couldn’t come at a better time. By incorporating AR technology they will once again be able to provide the customer with desirable extras they’d struggle to find elsewhere. Already, AR technology can allow readers to hold their phone in front of a printed page and see extra content on their handset. The opportunities are endless and we just need to look to huge brands such as Nokia and Google to understand the full potential the medium offers.
By Cream Editorial
Last year in September, Irish bookmaker and betting services brand Paddy Power took ambush marketing to new heights, quite literally! And here’s the story behind the story.
The brand used skywriting as a tool to post tweets high up in the sky in Chicago just above the Medinah County Club at the time of the Ryder Cup tournament. The aim? To motivate Europeans to cheer for their team. The cheeky brand did so by fuelling the US-Europe tussle at the golf matches through sky tweets cheering European players, and taking none-too-subtle jibes at American golfers.
By Cream Editorial
After ‘Like’, ‘Tweet’ and ‘Share’, the new buzzword on social media might just be ‘Scratch’. Ad agency Saatchi Tel Aviv has rolled out an exciting social media game for mobile phones. The app is called ‘ScratchMatch’, which was developed after an internal contest in the agency, about ideas for mobile applications.
By Matthew Gidley, Momentum UK
Historians have long recorded shifts in social behaviour resulting from political or economical change. The turbulence of the past four years has provoked one of the most prolific social reactions known in recent history: the return of the community.
This time, things have changed: people are uniting not just in families or neighbourhoods, but also by geography, interest, profession and principles. The structure of brands’ audiences is changing and marketers must reassess their strategy to fulfil an increasing need among consumers to feel part of something as the things they value continue to erode.
By Bobby Hui, G2 Joshua
Consumer opinion is complicated and continually changing. In the constantly connected world we live in, consumers flick between varying online social outlets posting opinions and making choices as they please. The question for brands is, do they need to react to these shifts in sentiment instantaneously in order to maintain a constant dialogue and hopefully a positive reputation, or should they be focusing on more long term strategic objectives?
By Cream Editorial
Twitter has compiled a top-10 list of the best promoted product campaigns by brands on the platform this year, based on a combination of data including total engagements, reach and impressions.
The Top 10 UK Twitter Campaigns list is here:
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