Posts made in March, 2015

on Mar 31, 2015

By Alison Millington In the race to engage consumers, behind-the scenes TV documentaries give brands an opportunity to create buzz and show transparency to their customers. However, they also come with a certain level of risk and a lack of editorial control. The four-part “Billion Dollar Chicken Shop” documentary kicked off earlier this month and shows KFC open its doors for a behind the scenes look at how it mass produces its chicken, the working environments of its restaurants as well as how it handles food waste. The final episode will air tomorrow (1 April) and will wrap up the documentary, which was a great Read full story › Source: Marketing Week...

on Mar 31, 2015

By John McCarthy Jay-Z’s artist-owned music streaming platform Tidal was launched on Monday in a lavish event featuring a whole host of top stars in the industry. The group made top use of social media to get Monday’s launch trending on Twitter worldwide with the hashtag #TIDAL4All. Beyoncé, Rihanna, Nicki Minaj, Madonna, Usher, Coldplay, Arcade Fire, Calvin Harris, Usher, DeadMau5, Daft Punk and more attended the event unveiling their endorsement of Tidal, a streaming service designed to grant musicians fairer shares of the streaming revenue, following Taylor Swift’s very public condemnation of Spotify’s payment structure. The Swedish service, which was snapped up Read full story › Source: The Drum...

on Mar 31, 2015

By Natalie Mortimer Clarks has decided to take a “calculated” risk and run an advertising campaign on WhatsApp as it hopes to assert ownership of its desert boot product and “freshen up” for the 21st century. The campaign, which will push messages out to consumers who add a specific number to their WhatsApp contacts, focuses on the history of the 65-year-old boot and tells the story of three characters from different subculture movements, including writer Steve Barrow, a pioneer of the 1960s mod scene, and reggae icon Stitch, who will discuss how the boots inspired the Jamaican scene in 70s Kingston. Speaking to The Read full story › Source: The Drum...

on Mar 31, 2015

By Kaltrina Bylykbashi Research released today (31 March) showed that Disney, Tesco and Lego scored among the highest out of 250 UK brands for mobile optimisation across their websites and apps. Brands were given a score based on 10 mobile KPI’s. The study measured whether the brand has a mobile friendly site, responsive web design, or whether paid search is optimised, amongst other KPI’s. Along with the three brands, HSBC, Vodafone, Save the Children and EE all reached a score of nine. Mike Reynold’s senior mobile executive for the IAB, says: “In order for a brand to be classed as a ‘star performer’ they needed to Read full story › Source: Marketing Week...

on Mar 31, 2015

By John McCarthy British fashion retailer Net-a-Porter looks to have dismissed Amazon’s rumoured planned purchase of the group by partnering with an Italian e-commerce firm Yoox. With the partnership, Net-a-Porter founder Natalie Massanet has gained an estimated £70m payoff, as the group looks to have snubbed last week’s $2.19bn Amazon takeover. The move was announced by Net-a-Porter owner Richemont Group which claimed the deal is a “merger of equals”. Yoox, much like Net-a-Porter, is a firm specialising in the sale of over-stocked designer products. The new entity will be headquartered in Italy and listed on the Italian stock exchange, according to the Telegraph. In the 12 months Read full story › Source: The Drum...