Marketers have an opportunity to amplify their brands with addressable connected TV advertising that boosts influence and emotional connection at an individual and household level through ad relevancy and interactivity, writes VDX.tv CEO Dilip DaSilva. "Heightened relevancy magnifies a brand in the minds of consumers by making them feel that the brand is talking directly to them," DaSilva writes.
Amazon rolled out a global "Prime Changes Everything" campaign, created by an in-house team, Joint London and Hungry Man, which features two spots reimagining the lives of Cleopatra and Rapunzel if they'd had access to an Amazon Prime account. The ads are running in 15- and 30-second versions across TV, digital, social and radio.
Mekanism created an "Every Single Person" campaign for OkCupid that celebrates the diversity of its users with colorful, provocative ads that feature the words "Every Single" followed by identifiers such as "non-monogamist," "romantic" and "pansexual." The ads are running out of home, supported by a social campaign, in New York, Los Angeles and Chicago before rolling out worldwide.
Gap's back-to-school "Individuals" campaign features a 30-second spot starring Memphis, Tenn., elementary school teacher David Jamison, known as "The Dope Educator" via viral videos, greeting his class with handshakes and dances as they chant their mantra: "Who are we? The Rockets! The Rockets are? Respectful and responsible, optimistic, collegiate, knowledgeable, engage with enthusiasm, trustworthy and striving for success." The push is running across social and streaming TV, billboards at schools and in Times Square, and on the windows of the retailer's stores.
Brands and ad agencies are employing creative social strategies to stand out amid a highly competitive job market to entice job applicants who seek brand purpose and quality of life benefits, in addition to salary. Spin Master launched a meme campaign to boost its game division marketing team, while Chipotle is attracting Generation Z candidates with social apps, TikTok Resumes and a virtual job fair that yielded 24,000 applications.
Alex Kurtzman, the producer for Star Trek's television properties, has signed a deal with CBS Studios that lasts until 2026. "Discovery," "Picard," "Lower Decks" and "Strange New Worlds" will all be back on Paramount+, with at least two other series reportedly in the works.
McCann Detroit created a 60-second "Duet" spot for General Motors' new Periscope safety brand that's set to "Collide" by Howie Day. The ad, part of a "Pleasant Surprises" social and digital campaign, shows two drivers escape a collision thanks to Periscope technology only to romantically collide later in a coffee shop.
L&C's campaign to introduce GE Lighting's new Cync brand turns back time to show how the brand's smart home technology would have "seemed magical" in scenarios set in the 1980s and 1950s. "Our approach was to target everyone from millennials to baby boomers who grew up with the GE name and introduce them to Cync," says Gian Carlo Lanfranco, co-founder of L&C.
Clubhouse is offering members the ability to start chat threads with speakers and archive events, and added a "Leaders" role with options designed to increase Club engagement. Clubhouse says its user base has increased by 10 million since May, and its daily room count has increased to 600,000 from 300,000 in May.
Brands continue to gravitate toward TikTok to diversify their social media efforts but are primarily relying on organic activations instead of advertising because TikTok doesn't offer the targeting and metrics that brands get from Facebook and other digital channels. Quirk Creative CEO Meryl Draper says some brands are "starting to take TikTok seriously because they've been able to go viral on the channel" while others are still being cautious with small budgets to determine if they can scale up.
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