Mountain Dew's 360-degree video campaign promoting an innovative virtual reality game achieved a 22% click-through rate and more than 100,000 views this summer. Nevertheless, the brand is planning to move forward cautiously before rolling out similar campaigns.
Shopping app Wish spent somewhere between $36 million and $42 million to place its logo on the Los Angeles Lakers' jerseys for the next three years, an investment CEO Peter Szulczewski calls "a no-brainer." He explains the reasoning behind the decision, such as perceived credibility, national TV exposure and the team's popularity in China.
Papa John's new Chief Marketing Officer Brandon Rhoten is planning on revitalizing the company's "Better Ingredients, Better Pizza" slogan through stronger digital marketing along with an international expansion. Rhoten states the goal is to be less deal focused, stating, "We're going to work on a transition to be more about 'better' and less about offers."
Facebook has expanded its augmented reality advertising beta program to 700 agencies and brands. StudioCanal, Stink Studios and UK retailer John Lewis are among the brands experimenting with interactive video and photo filters for Facebook's new camera feature.
Augmented reality and ephemeral content, such as the disappearing stories popularized by Snapchat, will be big social media trends in 2018, writes Maddy Osman. Instagram stories and influencer marketing also will continue to grow in importance as brands seek a meaningful connection with Generation Z.
Social media algorithms change over time, leaving marketers uncertain whether or when their content is seen, while the data collected belongs to the platform, not the marketer, writes Criteo's Blaise Lucey. That's why it's important for brand social and content strategies to focus "on driving users back to the experiences you own," he writes.
SourceMedia's Paul Vogel explains how the fast-paced news environment is making content promotion on social media more challenging and why publishers are embracing sponsored content as a way to generate revenue and expand audiences.
Webinar: 2017 State of Social: Looking Ahead to the New Year
Join the PRC's digital and social community for an update on what top trends drove the social media environment in 2017 across brands and agencies. In this discussion, we'll cover the environment through the lens of influencer relations, paid media and measurement. Our experts from across partners and agencies will share their insights into the top trends we've seen this past year, what worked and what didn't work, and what we see ahead in the coming year. Register here for the December 12th webinar.
The PR Council has launched a Job Center as a resource for job posters and seekers for positions of any level, with increased visibility for potential employees. It is a great way to find new talent for your agency. Internship postings are free for members using the member code 2017Mem100.