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Coca-Cola Creates Magic and Smiles Once More

 

Coke Blog

Coca-Cola is at it again. The company that continuously puts forth feel-good videos just released a new campaign titled “Wish in a Bottle.” This time around the video features teenagers at a summer festival event in Israel unleashing the magic of Coca-Cola, literally. With every twist of a cap, each specially designed Coke bottle triggered a shooting star up in the sky. With a little help from transmitters, drones, Wi-Fi and fireworks, Coca-Cola was able to give the party-goers an experience they will most likely never forget.

Creativity Online highlights how Coca-Cola sustains its company’s emphasis on innovation and happiness in its videos, and included a quote from Coca-Cola Israel’s Vice President of Marketing.

“As always, in every event we hold, the emphasis was all about innovation,” said Coca-Cola Israel VP-Marketing Alon Zamir in a statement. “The bottles series was created under the notion of ‘Internet of Things’ and by making a star fall using a Coca-Cola bottle, we could intensify the teenagers’ experience when interacting with the Coca-Cola brand.”

This is not the first time that Coca-Cola has released a video that makes viewers feel fuzzy inside. Coke has a knack for producing videos that create one of a kind interactions between viewers and the brand, making its campaigns hard to forget.

There are a number of things that likely come to mind when thinking of the company’s well known advertisements, and odds are it’s because it restored faith in humanity. Take the “#WishUponACoke” campaign for example, where Coke granted wishes to a handful of workers. It’s difficult to watch this advertisement and not be impressed.

Creativity and heartwarming deeds aside, Coca-Cola does not disappoint when combining music and camera angles to tell a story that generates smiles and goosebumps. That is magical in itself.

Barbie Embraces #GirlPower in New Campaign Video

Barbie Blog

Mattel’s Barbie has always aimed to help young girls use their imagination, empowering them to become whatever they want to be. Though the brand’s image has had its ups and downs in the public’s eye, it has never stopped inspiring young minds to achieve their dreams. The brand’s new ad campaign aims to strengthen these messages with the video, “Imagine the Possibilities.”

Forbes took a look at the positive ways the new campaign could influence consumers’ opinions in the article, “Mattel Reframes the Barbie Brand in New Campaign Targeting Adults.” Barbie’s new campaign was strategically designed to cast the Barbie Brand in a new, positive light. Intended to demonstrate that Barbie inspires children to become whatever they can imagine, the campaign reconnects the original vision for the toy with today’s public.

“Barbie was originally created to show girls they have choices, a fact that most people have forgotten,” said Matt Miller, executive creative director, BBDO San Francisco. “So we set out to show everyone how girls really play and demonstrate that, when girls play with Barbie, they actually play out the possibilities their futures hold.”

The article expands on three key elements in the video that will change the public’s image of Barbie:

  • From Body Image to Self-Image: In the video, the girls have chosen careers for their dolls such as a professor, a veterinarian and a business woman – likely fitting representations of what the girls aspire to become. To the children that play with them, the dolls can be whatever they dream. Many are eager to criticize the exterior image of a Barbie doll, but in this new campaign video that previous idea is eliminated. Demonstrating that the dolls are not about what they look like, but what they are like
  • The Problems Surrounding Barbie Were Adult Problems: Many of the problems society had with the Barbie brand were problems initially facilitated by adults. That’s why the way the video unfolds is crucial to the campaign. It is designed to make adults experience a moment where they think, “Oh that’s how my child plays with the doll.”
  • Real Reactions From Adults Cemented the Message: The adults seen in the video reacting to the girls acting like working professionals weren’t actors, but real adults having real reactions to what the girls were doing and saying. These reactions are organic and demonstrate how seeing the children act like this makes understanding the child’s image of themselves and the dolls simpler.

In a society where allowing children to believe any dream is achievable, Barbie is taking a step in the right direction to empowering future generations of young girls.

For more on the new Barbie campaign read the full Forbes article here: http://www.forbes.com/sites/willburns/2015/10/29/mattel-reframes-the-barbie-brand-in-new-campaign-targeting-adults/

 

Oct. 21, 2015: Brands That Leveraged #BacktotheFutureDay

BttF Day Blog

Last Wednesday marked the day Marty McFly went to the future in the 1980’s movie, “Back to the Future,” and brands didn’t skip a beat aligning themselves with the cult classic. Fortune took an in-depth look at how brands like Nike, Toyota and Pepsi  leveraged the day with ads connecting them to the film, while Ford and Universal created mock ads for a Flux Capacitor and Hoverboard. Lyft even added an element to their ride-sharing app called “McFly Mode.” Great Scott!

Here’s how each of these companies used Back to the Future Day to promote their brand:

  • Nike: When Marty McFly arrives in 2015 in the film, he puts on a pair if Nike sneakers that can lace themselves. Starting in January 2015 Tinker Hatfield, the original creator of the concept, said the Nike team was planning to release self-lacing shoes at some point in the year. The concept was again teased to the world this past Tuesday via a tweet. As of now, we still wait for the futuristic sneaker to become a reality.
  • Toyota: Not only does the car in the film travel through time, it is also fueled by garbage. The car company used the date to promote its new hydrogen fuel car, the Mirai, by including actors Michael J. Fox and Christopher Lloyd in the debut commercial.
  • Pepsi: The drink of choice for Michael J. Fox’s character in the film, Pepsi released limited edition bottles of the soda that were sold on Amazon. However, they may have been a little too limited. Many fans hoping to get a bottle of the Back to the Future Pepsi took to Twitter to express their disappointment.
  • Ford: In honor of Back to the Future Day, Ford created a dummy version of a flux capacitor – the essential part for time travelling in the film. The Y-shaped generator powered by a getting struck by a bolt of lightning bolt or nuclear fuel was released in a mock ad and advertised to sell at a fictional $1.21 million.
  • Universal: Unfortunately not a real product, but Universal released a mock ad for a hoverboard like the sweet ride available in Back to the Future’s version of 2015. Check out the ad here to see how Universal envisions hoverboards in 2015.
  • Lyft: The on-demand ride sharing company offered free rides for up to 15 minutes around New York City in a DeLorean, the type of car used in the film. Users simply had to press the “McFly Mode” button in the Lyft app and the DeLorean ride would arrive minutes later.

Whether a devoted fan who has waited decades for this day or just someone who wanted to take part in the Back to the Future Day festivities, brands successfully engaged audiences through strategically impactful advertising.

For more on how brands utilized the date for product placement read the full Fortune article here: http://fortune.com/2015/10/21/back-future-day-brands-twitter/

 

Extra Gum Pulls At Audience’s Heartstrings

Extra Gum Blog

After what may have seemed like a very long two years since the success of Extra’s first gum wrapper centered video, “Origami,” the company released a second advertisement featuring the brand’s foil wrappers. Quickly capturing a favorable public opinion, the new ad, “The Story of Sarah and Juan,” gained 74 million views within a week of its release.

Audiences have eagerly waited for the Wrigley Company to produce another video for the campaign. With the tag line “Give Extra à Get Extra,” the ads tell stories about how it’s the little things that add up.

Marketing Magazine talks about the “Minty Love” vibe of the ad and the love it or hate it mentality viewers will have. The video starts on the steps going into a high school where students Juan and Sarah first catch each other’s eyes and one offers the other a stick of Extra Gum. As the ad continues, the relationship of the two characters has its ups and downs. However, there is always one constant – Extra Gum.

Whether it’s the love story or the catchy Haley Reinhart cover of Elvis’ “Can’t Help Falling in Love,” the video has captivated the minds of its audiences. In two minutes of video, an emotion can be conveyed that will resonate with audiences, potentially creating  a very positive brand association for Extra.

The ad comes at a time when viral videos are what create an engaging, lasting memory with a brand’s audience. Audiences have taken social media by storm, sharing the ad on their Facebook, Twitter and other social media accounts. Twitter users took to the social media platform to express the emotions watching the video evoked in them. Many also noted that they were initially exposed to the ad through it playing before the YouTube video they were attempting to watch. These various channels are key for reaching the maximum possible audience.

For more on The Story of Sarah and Juan check out the Marketing Magazine article here: http://www.marketingmagazine.co.uk/article/1368588/love-hate-it-extra-gums-the-story-sarah-juan-definitely-having-moment

Amazon Launches “Handmade At Amazon”

amazonetsy

With handmade items trending in today’s society, it seems like everyone has had their fair share of DIY disasters. Sites like Pinterest have a variety of jewelry, style and decorating ideas that can be hard to resist, but when projects turn out looking nothing like the original, it’s probably best to leave it to the pros. For the past 10 years, Etsy has been the go-to site for these unique items, where creatives can open their own shop to take orders and sell products. Last week, online shopping mogul Amazon launched a new element to their online platform, Handmade At Amazon, which is in direct competition with Etsy.

In a recent SF Gate article, the challenges that will face Etsy because of Handmade At Amazon are contemplated.

Handmade At Amazon currently consists of 80,000 products from 5,000 artisans. In order to sell on the site, artisans, which are determined by having 20 or fewer people working for the shop, have to fill out a questionnaire and be approved by Amazon. Etsy currently has 22 million active users and 1.5 million active sellers and allows for specific products to be made with the help of approved manufacturers.

Amazon also announced that users who have Amazon Prime can utilize the free shipping on the site’s new element as well. This gives Amazon an edge over Etsy. When an Etsy shop owner sells one of their products, they either need to then charge their customer for shipping or pay for it out of their own pocket.

Though Amazon does not allow for outsourced manufacturing for Handmade At Amazon products, Etsy feels that this allows for their marketplace to grow. Etsy CEO Chad Dickerson says that they only allow these manufacturers to be those who align with their values. The site has grown so much, that in order for more growth at Etsy to happen, these outside sources may be necessary to continue at their current rapid rate of growth.

So how can Etsy hold its own against an e-commerce giant? If Etsy sticks to their values and continues to sell unique, well-made products, the company can keep their customer’s allegiance. Individuals who shop on the site value the customer service experience and relationship between buyers and sellers.

Competition is always a great way to see how a company can do under pressure. Since its launch 10 years ago, Etsy has been the leader when it comes to purchasing and selling handmade goods online. It will be interesting to see how and if they change their marketing tactics or business strategy to compete with Handmade At Amazon.

For more on Etsy or Handmade At Amazon, visit their sites, or read this article from SF Gate here: http://www.sfgate.com/business/technology/article/Amazon-challenges-Etsy-with-Amazon-Handmade-6557787.php

Public Relations Tips From The Pope, @Pontifex

Pope Francis

If you’ve turned on a television or gone online in the past week, you know that Pope Francis is in the United States. As this is his first trip to the U.S., the media and country alike are overjoyed to host the Pope during his visit. Since arriving, Pope Francis has met with President Obama, spoken before Congress and will meet with the United Nations today.

Through his philanthropy, inter-faith outreach and even social media, the “People’s Pope” has already made a huge impact on the world. His connection with the people has only been strengthened by this trip.

With over 23 million Twitter followers, he is currently the most retweeted leader in the world. Known to be straightforward with the general public on Twitter, Pope Francis has helped shape a humble, more accessible and service-oriented image for the Catholic Church. His ability to connect and understand creates a mixture of leadership, engagement and strategy, all important factors for engaging with an audience.

Here are three ways to improve your communication tactics based on Pope Francis’s social strategy via Crenshaw Communications:

  • Show, Don’t Just Tell. Our political and business leaders have mastered the art of speaking a lot while saying very little. They avoid tough questions by “bridging” to robotic message points and are quick to offer a hollow apology when things go bad. But behavior speaks louder than even the most polished tweet or speech. Much of Francis’ reputation is built on true stories about his experience in South America or his small but symbolic rejection of traditional papal luxuries.
  • Speak Plainly. When Francis does speak or write, he uses plain language. To sound the alarm about environmental peril, the Vatican’s statement was larded with bureaucratic terms. But @pontifex’s tweet was more direct. Plain speaking is powerful.

PR Twitter

  • Be Inclusive. Public Relations professionals see clients that fall into the trap of addressing only their own customers, employees and even competitors. Similarly, previous pontiffs have been preaching to the choir – literally – in reaching out to devout Catholics. This Pope includes non-Catholics and lapsed churchgoers in his communications.

Whether your beliefs align with his or not, there are many communication tips to be learned from Pope Francis. He is changing the way world leaders communicate with their audience – the world.

For more information take a look at Crenshaw Communications’ full article here: http://crenshawcomm.com/3-simple-pr-lessons-from-pope-francis/

 

Twitter Chat: A Different Avenue to Engage Your Audience

Twitter Chat

Twitter is famous – or infamous—for only allowing its users 140 characters to relay their message. So, why is it that this social media outlet is generally considered the best platform to capture brands’ audiences? The answer lies in Twitter chats, a discussion about an arranged topic. The short messages make it easy for participants to stay involved and interested. The chats create a comfortable atmosphere to connect with a brand, event or product. It can also build advocacy, loyalty and community with participants. Once a topic is chosen that will appeal to followers and future followers, what’s next? Twitter chats can work, but it takes a lot of effort beforehand.

Here are our favorite tips from PR Daily on how to host a successful Twitter chat:

  1. Invite Influential Users

If this is your first time throwing a digital party, it’s best to engage a few well-known tweeters who are experts on your topic. Find and invite some users with big followings who will bring their audience along to your chat and add a respected voice to your topic. Imagine the amount of knowledge available during an effective chat with a number of tweeters who can access real-time, expert advice with the click of a few keys.

  1. Hashtag it

So you have your topic and your special guests.  Now you need a hashtag so your audience can follow along and respond. The hashtag is important so your audience can find the conversation and use it to chime in when they have something of value to add. We’re not sure if you’ve noticed, but there’s quite a bit of activity on Twitter; let’s call it noise. Using a consistent and easy hashtag mean people will notice there’s an organized discussion happening that’s also easy to track.

  1. Go With the Flow, But Have a Plan

Twitter chats are fun, but ensure that you:

  • Promote it.
  • Keep the conversation going
  • Give guests equal time.
  • Don’t ignore your followers
  • Document it

To check out the rest of PR Daily’s tips visit: http://prdaily.com/socialmedia/Articles/19311.aspx.

How to Evolve as a Public Relations Professional

Public Relations Professionals

Today, public relations is vital to every brand, industry and individual. The PR profession has progressed into much more than just basic communications; it now includes media relations, planning for crises, media counseling and training, social media and much more. Since PR’s scope is increasing every day, it’s important for PR professionals to hone their skills based on the advancements in technology and PR. PR Daily seemed to agree with us when they shared “5 Ways for PR Pros to Step up Their Game”. Here are the top three that stood out to us:

  • Increase Social Media Skills.

Social media continues to gain popularity every day, so using it to your advantage is important if you want to stay relevant as a PR professional. Use both personal and client social media platforms to post newsworthy articles and communicate with other professionals and brands. Social media is also a great way to gain exposure for your own business and the business of your clients, while always making connections and networking.

  • Get Away from Phones and Computers to make Human Connections.

Online networking is great, but it isn’t everything. Face-to-face connections are still vital to creating personal relationships. Other professionals will see that you are responsible and committed to your work and gaining their trust. It makes clients feel more comfortable as well because they see how much their business means to you

  • Be Nice.

A PR professional’s main job is to be of service to clients. So, being nice goes a long way when it comes to building personal relationships with brands and clients. Business will come easier and more people will respect and trust you if you also treat them with respect.

What are some other ways you stay current in the field of PR? To check out the other tips from PR Daily, visit: http://www.prdaily.com/Main/Articles/19164.aspx

Taking Control of Your Personal Brand

personal-branding
Building a personal brand, or the practice of people marketing themselves and their careers, has become an important tool in becoming more successful in the age of technology. Due to the quick spread of social media, online profiles have become some of the most effective resources to enhance your career and personal brand, as well as build boundaries between your professional and private life.

Here are our four favorite tips from Forbes on how to control your personal brand on social media in an authentic way:

  1. Embrace your story: Get used to sharing how you landed your dream job, the mistakes you made or where you went to college with others because it will ultimately help you make relationships and market yourself to influencers. Make sure you’re the primary force in telling your story to the rest of the world.
  2. Reach out: Some people go too far in trying to keep their privacy and reputation from being damaged on social media by shrinking their digital presence. When doing this, a digital search of their name means nothing. Be your own advocate and don’t be afraid to market yourself based on who you are, what you do and what you stand for.
  3. Make an impression: Your picture and profile content heavily influence a first impression. Make your profile true to you but remember to always stay professional. Sharing and publishing ideas that can help other people get a better understanding of who you are and what you’re passionate about can also help make lasting impressions on future employers or clients.
  4. Know your limits: When it comes to building a personal brand, the challenge is to portray yourself in the best light as well as being authentic to who you are. Know when posting pictures from last night is a good or bad decision. Understand the boundaries of your personal and professional life by thinking “would I want to explain this to my boss?” before you post it. Everything on social media can be seen by employers so if you are questioning whether or not you should post the picture – don’t do it!

Snapchat: Sharing Stories Between Strangers Around the World

SnapchatStories_Skift

Snapchat, an app that hosts 10 second long user pictures/videos and aggregates content into live stories with a 24-hour shelf life, has grown into a mobile-first visual-based company with 100 million daily active users, 65% of them uploading at least one snap a day.

Over the past few months, Snapchat has increased its viewer base by targeting users based on their location. Users get a look into other people’s daily lives ─ music festivals, sporting events and reactions to breaking news. Snapchat recently made it easier to view content when they launched a Tap to View feature where users only tap their screens to view snaps rather than holding down their screen to view.

As a way to diversify content and broaden their reach, Snapchat launched City Life in April 2015 as a feature that collects moments from various cities. In the span of 24-hours, moments are picked and strung together to show what everyday life is like in that city. Users that select their photos or videos to be included in their city’s story become part of geo-tagged content that Snapchat’s team chooses to display.

The City Life feature can inspire people to consider those cities as future travel destinations by promoting the city and various attractions in the area. To date, Snapchat has featured users’ snaps from over fifty cities in thirty countries including Brazil, Singapore, South Africa and the United States.

Snapchat’s travel features help the world see how users’ are communicating and living their lives. The 10 second moments connect users by allowing them to look into other’s lives and share in their unique experiences, if only briefly. As an outlet for displaying global experiences, Snapchat can be a tool for travel brands to effectively convey travelers to visit their cities, musical festivals and restaurants by wanting to share in locals’ experiences. Using Snapchat’s excessive outreach, users can easily connect to others and see how people like them around the world are living.