Welcome to FWM Digital Bytes, where we discuss all the biggest digital marketing and digital media news. This week, Subaru launches ‘The Big Night’ campaign, Facebook makes some significant ad changes, and Mother’s Day consumer trends surprise businesses.
‘The Big Night’ Subaru interactive campaign
‘The Big Night’ created by Japanese agency ADK and Great Guns Interactive, follows a young family man’s eventful journey in his new Subaru Forester towards the hotel where the ‘big night’ of the title is to take place.There are 98,304 potential variations of the film and 40 different endings which the brand claims means viewers could play the film continuously for 1.68 years and never see the same film twice. The most interesting part of the campaign is the player’s engagement into the creating the story; each individual has a chance to make the narrative their own. For example, Subaru connects Facebook into the experience so that not only will a user’s profile photo appear in the film but there is also a chance that, given the wrong combination of choices, the user’s entire Facebook photo stream might be played to a room full of characters at the film’s finale.
Facebook modifications in ads
The social network will reduce the number of ad units from 27 to fewer than half that over the next six months, after realising many of them accomplish the same goals. Standalone products that have already been lined up for the axe include ‘sponsored stories’, ‘questions’ and ‘offers’. The new ads with social content layered on top will be launched in Autumn. The move comes after research from Nielsen, comScore and Datalogix showed social context improves return on investment.
Mother’s Day consumer spending up to three times higher than Father’s Day
Rakuten released a global shopping trends infographic which shows that shoppers spend an average of 35 per cent more on their mums than dads. In the UK, 30 million cards are sent on Mother’s Day compared to seven million on Father’s Day, while 46 per cent of Brits will send a Facebook or text message instead of a card on Mother’s Day. This is particularly important to note for retail businesses in the future when planning their spring and summer campaigns. One of the ways could be optimising online shopping and engaging customers through onsite sections.