As I'm sure you may have heard, it’s been a pretty bad week for British Gas. By 3pm on the 17th October it had received an outstanding amount of tweets via its #AskBG hashtag (roughly around 11,500). A pretty triumphant social media campaign you may be thinking, right? Oh you couldn’t be more wrong.
If there's one global advertiser that has been the talk of the town in ad land over the last few months, it's Mondelēz – firstly by inking a global ‘mobile only’ partnership with Google across 16 countries and more recently unveiling that it will be embedding actual Twitter staff into its teams. And not forgetting Oreo's amazing 'You can still Dunk in the Dark' ad that scored big at this year's Super Bowl!
Harlem Shake and Gangnam Style – if I’ve lost you already then I’ve only got one thing to say: Where have you been hiding for the last year?! Both have taken the world of online video and social media by storm, and if you’re anything like me you can’t help but start bopping your head as soon as you hear either tune start playing.
It’s great that these ‘YouTube sensations’ (as some would call it) have seen massive global success, but this new, interesting infographic from Ghergich & Co uses Twitter data to compare how they were picked up in social media in the first 30 days after launch.
After comparing the total number of tweets, positive and negative reactions, tweets by country, total exposure and the peak performance, the team at Ghergich managed to pull together this pretty cool infographic comparing the two. Can you guess who came out on top? Scroll to the bottom for the winner – you might be surprised!
By Cream Editorial
With the Festival of Media Asia 2013 around the corner, 3-5 March in Singapore, our spotlight on Asia continues with the release of the latest Cream report: The Asian evolution. The report covers how the markets in the continent are changing, their digital consumption trends and the marketing landscape.
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 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 Paul Saville, Ignite
The way brands market themselves has changed. Gone are the days of relying on traditional advertising, where a brand would attempt to influence an individual to buy a certain product or service solely using the creativity of a catchy slogan and beautiful images delivered by TV, print and OOH.
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