Posts made in August, 2015

on Aug 31, 2015

By Stephen Lepitak One Direction has released a video, created alongside its fans, having issued them a challenge to make their voices heard and help eradicate extreme poverty, climate change and inequality as part of the global citizen movement, action/2015. The ‘Dear World Leaders’ video was created during a month-long mobile and social campaign produced by The Rumpus Room, which engaged the group’s fans using the hash tag #action1D, resulting in almost 80,000 submissions from around the world. The challenge asked 1D fans to let the group know what their world would look like given the opportunity to shape Read full story › Source: The Drum...

on Aug 31, 2015

By Sarah Vizard The brand has launched an app that helps blind people know when someone is smiling at them. Designed and built by its creative agency J. Walter Thompson, the app uses facial recognition and a phone’s camera to detect a smile from up to five metres away and notify the app user with a vibration or a beep. The app is being promoted by a short film, “Feel Every Smile”, directed by Oscar-nominated Lucy Walker, herself partially blind. It stars four blind people talking about smiles and what they mean to them. They are then given the “smile detector” app with the film Read full story › Source: Marketing Week...

on Aug 31, 2015

By Alison Millington The research, conducted by independent agency Quadrangle, shows that “valued mail”, or that which consumers find useful and/or interesting or has a personal relevance to them, drives the most value for advertisers through “direct action” and “positive brand effect” such as advocacy. The majority (92%) of respondents said they had an emotional response to mail they valued, with 92% of them taking one or more actions on the back of that response such as purchasing, renewing or donating. Other benefits for brands included more searches for online information caused by valued mail (37%), discussing the mail with others (33%), planning a future Read full story › Source: Marketing Week...

on Aug 31, 2015

By Minda Smiley Coke Zero is building on its drinkable advertising campaign, which launched earlier this year during March Madness, with a new installment that sees the brand partnering with ESPN’s ‘College Game Day.’ Created by Ogilvy & Mather, the sampling campaign was created to give people a chance to try the zero-calorie drink through a number of different channels, including a billboard, since research has shown that many people claim to not like Coke Zero even without ever tasting it. The new work will include iterations of the original campaign, such as ads that will prompt viewers to use Shazam. Read full story › Source: The Drum...

on Aug 31, 2015

By Minda Smiley MTV’s Video Music Awards (VMAs) saw 2.2 million people sending 24.1 million tweets about the 2015 awards show, making it the most tweeted program since Nielsen began tracking Twitter TV conversations in 2011. Last night’s VMA Twitter buzz saw a 69 per cent increase from last year’s 12.6 million tweets. Since Nielsen began tracking Twitter TV ratings in October 2011, only the Super Bowl has generated more tweets than yesterday’s VMAs. The most tweeted minute was at 10:49 pm ET, when nearly 250,000 tweets followed Kanye West’s announcement that he plans to run for president in 2020. There were more than 47 million tweets Read full story › Source: The Drum...