In the latest campaign from the "Power Rangers" franchise, fans were able to use augmented reality to try on their own helmets. Consumers spent an average of 21 seconds interacting with the new campaign, with 85% of users taking a photo during the experience.
YouTube's monthly user base has increased to 1.9 billion, up from 1.5 billion at the same time in 2017, Chief Product Officer Neal Mohan announced. "We have creators with viewership that's higher than many cable channels," he said, adding that the platform has been working on brand safety issues while supporting its creators to succeed.
Twitter is acquiring Smyte, a technology company that develops features to prevent digital harassment, stop spam and protect consumer privacy. "The Smyte team has dealt with many unique issues facing online safety and believes in the same proactive approach that we're taking for Twitter: stopping abusive behavior before it impacts anyone's experience," Twitter noted in a statement.
Starbucks' plan to close 150 locations caught SmartBrief readers' attention this week, along with the news that Osteria Francescana was named the World's Best Restaurant. General Mills' launch of a high-protein yogurt brand known as YQ led the week's list of most-read food and beverage stories.
Weight Watchers' new global campaign from Translation, which was created before Anomaly took over the account, touts the brand's "WW Freestyle" approach to healthier living and weight loss. The push includes a 30-second TV spot that features real members and star ambassadors DJ Khaled, chef Eric Greenspan and filmmaker Kevin Smith on social, and the trio appeared in a special Father's Day spot on Facebook and Instagram.
The Waldorf Astoria has turned to social for its latest campaign to engage with high-income millennial women. "Live Unforgettable" includes humorous short spots that show staff happily fulfilling quirky guest requests, and features GIFs, carousel ads and partnerships with select influencers.
The 2018 Sprout Social Index reveals that while 71 percent of digital marketers use employee ambassadors or want to, only 19 percent have a budget for influencer marketing. Sixty-one percent of those surveyed say they are likely to research a product a friend recommended on social media, but only 36% say the same for a product recommended by social media influencers or celebrities.
Viacom will begin making content directly for Netflix as part of a "studio model" strategy. The first show to be produced exclusively for the streaming platform will be Nickelodeon's "Pinky Malinky," with plans for more shows to follow from MTV, BET and other Viacom networks.
MTV has announced the launch of MTV Studios, a division that will focus on producing new programming and reboots of old series for streaming platforms. Classic revivals include "Daria" and "The Real World," with new original series such as "The Valley" and "MTV's Straight Up Ghosted" also on tap.
Mobile users can now use a new mobile version of Microsoft Bing's Visual Search tool that allows them to find content relevant to photos they snap or upload. The tool yields product listings, pictures and text snippets as well as links.
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