Dos Equis is greeting Cinco de Mayo with its "Spice Up Your Cinco" campaign, featuring the brand's new Most Interesting Man in the World, played by Augustin Legrand. "The September reveal of the Most Interesting Man in the World and the launch of the new commercial in October created a momentum for the brand, which resulted in November 2016 being the brand's best month of sales in two years," said Vice President of Marketing Andrew Katz.
Short, shareable videos provide multiple entry points for beverage brands to excite, entice and engage viewers. Red Bull, for example, employs a strategy of spectacle to keep fans on the edge of their seats, while Coca-Cola uses the intimacy of sound to forge emotional connections with viewers, writes Steven Tulman.
Suntory has released a sentimental video for its Boss canned coffee brand, celebrating the workers it looks to as its primary customer base. The spot features a party for a retiring stationmaster on the Tokyo Metro, delivering effective messaging while offering only glancing views of the product.
Twitter's Anthony Noto has revealed that the platform intends to run live video 24 hours a day, seven days a week to build on its success from airing over 800 hours of live streaming during the first quarter of this year. Live video is boosting the platform's sale of 15- and 30-second unskippable ads and is also expanding conversation volume, Noto explained.
Snapchat is allowing third-party partners such as VaynerMedia, Amobee and TubeMogul to sell sponsored Geofilters to advertisers. The platform has also developed tools to enhance monitoring via an analytics dashboard and to ease purchasing across various locations with different timescales.
Publicis' new global TV ads for Heineken feature regular guys out on the town opting to become someone more adventurous for the evening, such as a mountain climber or a medieval knight, before rewarding themselves with a beer at a cool city bar. The spots will appear in 16 global markets and can be localized to highlight specific events at the end of the ads and on social media.
Facebook Messenger's chatbots can help marketers resolve customer issues in real time, but consumers must understand your bot's primary purpose. "Rather than having chatbots be 'the star of the show,' as was the implication last year, Facebook is shifting to offer 'bots as helpers,'" LivePerson's Rurik Bradbury says.
Social media ad investment is expected to increase from $14.9 billion last year to $31.5 billion by 2021, with local ads accounting for around $10 billion of that spend, providing prime opportunities for local TV, per BIA/Kelsey and Share Rocket. "The win for TV broadcasters in social media is to monetize content published on social platforms with incremental ad sales and to increase on-air viewing via social channel promotions and audience engagement," the report states.