Tag Archives: digital

Hyundai’s Augmented Reality Guides, Google+ New design and Pinterest Promoted Pins

This week in Digital Bytes: Hyundai takes an innovative approach to its car owner’s manual with a detailed virtual guide; Google updates the look of Google+; and Pinterest gets set to launch Promoted Pins in the UK.

Hyundai Owner’s Manuals In Augmented Reality Form

augmented- reality-fastwebmedia
Source from Flickr

Hyundai plans to revolutionise its car owner’s manual with a detailed virtual guide (available on a tablet or phone)

Hyundai has announced a modern take on the traditional owner’s manual usually found inside a car’s glove box. The automaker will soon be launching an augmented reality guide to help users with repairs, maintenance and vehicle feature information.

In the future, virtual manuals like this could be implemented in other categories, such as furniture assembly, household appliances, or electrical devices.

Hyundai’s AR manual aims to make owners more familiar with their vehicle’s capabilities. It will enable them to use their smartphone or tablet to get how-to information. Initially, the Hyundai Virtual Guide is compatible with the 2015 Sonata model, and soon after it will become available for additional models.

Users can position their phone or tablet’s camera over the part they want to learn more about. The guide can virtually identify and provide info on features such as the air filter, smart cruise control, Bluetooth phone pairing, warning indicators, clock, engine oil, brake fluid, fuse box, and smart trunk.

Google+ new design aims to focus on community

Source from Pixabay

There have been quite a few new changes for Google+ this year. Recently Google has updated the look of Google+ as it looks to respond to user feedback and focus on communities and collections.

Now focused around interests, Google+ is simpler and easier to use and has been rebuilt across web, Android and iOS for a faster and more consistent experience across all devices.

Eddie Kessler, Director of Streams says Google’s rework of the network is “focused around interests” and adds that it wants users to connect to those with whom they have things in common.

Communities, which in its present form has 1.2m ‘joins’ from people each day, the company claims, allows people to join sections they’re interested in — such as Game of Thrones. Collections gives a view of the latest content on broader topics — Google gives surfing as an example — and allows you to gather material from across the web to share.

Promoted Pins ad platform to Launch in the UK

Source from Flickr

Pinterest announced it will launch its ‘promoted pins’ ad platform in the UK during the first six months of 2016.

The service has already been running in the US for over a year, so it was only a matter of time before it made its way to the UK. A promoted pin is a paid ad that ensures pins appear in the most relevant places on Pinterest. Marketers can target specific consumer groups, track data and pay on an engagement or click-through basis.

Tim Kendall, Pinterest’s General Manager of Monetisation said: “We are trying to do for discovery what Google has done for search and by that I mean stitching together a catalogue of ideas on your smartphone every single day.”

He says Pinterest’s UK users have more than doubled over the past year and that three million items, from clothing to food and drink, are pinned daily. Pinterest, which has 100 million users, “will surpass one billion over time” according to Kendall, who says that discovery is a “universal need”.

Check out our Digital Bytes from last week:


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A Refresh on the Content Ideation and Creation Process

content- marketing-guide-fastwebmediaContent has slowly but surely become the nucleus of modern search strategy. From blogs to interactive pieces, everyone is stepping forward in attempt to dazzle consumers with their insight, trendiness and expertise in an attempt to gain links and social engagement. And yet, for all the importance placed on content as a method of attaining these crucial engagements, a recent joint study by Moz & Buzzsumo found “that the majority of content published on the internet is simply ignored when it comes to shares and links”.

Recently I attended the Brighton SEO conference, at which I found an extraordinary number of talks centred on the ideation, creation and amplification of good content. From sitting through a number of these talks, I found that the esteemed speakers of the conference and the aforementioned study agreed on two key points that explain why most content fails to gain traction & visibility:

  1. The majority of content being published is poor.
  2. A large proportion of great content is wasted as it was not amplified.

This article will focus on part 1 of the above, and pose as a refresher on a) what content is; b) setting yourself up to create great content; c) how to get great content ideas to create. Content Amplification will be covered in a future post.

What is Content?

When most people think of content, there is a natural inclination to think of blogs and infographics. These in and of themselves are great types of content, but only two pieces of the puzzle. Everything you publish on and off your website is content, from a product description to listing your store on a business directory, you are providing content for prospective customers to lead, and each and every piece of this content is important. Each piece of content is an opportunity to convert, and as such, it should be crafted with great attention to detail with your end goals in mind. Check out our article about branded content that explains the value of quality content in more depth.

Setting yourself up to create great content

Step 1 – Review Your End Goals

Now that we have refreshed ourselves on what exactly content is, it is easy to understand just how open a heading above is. Each piece of content has its own purpose and objective that links back to your overall end goals. As such, the most important thing to do before even thinking about content creation is to review those goals.

Your end goals will inform the overarching approach to all content your create, as such, it is important to have these clearly defined and written down.

Note: This guide will assume that using links and social shares as a method of traffic generation is in line with your end goals. It will also be targeted towards the ideation and creation of non-commercial, authority pieces of content, rather than commercial and stock content.

Step 2 – Analyse the industry

Now that you know your end goals, it is time to review competitor content. Find your top 5 or 10 competitors (depending on how much time you have) and conduct an in-depth review of how they produce content for their site. Look at styles of writing, content formats (e.g. blogs, guides, images, infographics, videos etc.) and then measure their success in terms of comments (blogs, YouTube videos etc.), social shares (use Searchmetrics’ Social Spread or Sharetally) and links (Open Site Explorer).

Step 3 – Content Comparison

Using the same methods as above, measure the success of your own content, and then compare this to the top content from the industry. Assuming their content is more successful than yours, how does it differ, what key learnings can you take and apply to your own content? Write down any notes you have on these and keep them for later.

Step 4 – Ask Your Target Audience

Likely here, you will have two audiences, the first being target customers, and the second being target publishers/influencers (if you don’t know who your industry influencers are, read this blog for some ideas). Reach out to your target audience and ask them what they look for in content, what kind of content would they share and/or link to. When it comes to influencers in this regard, you can do some of the legwork yourself by looking at the types of content they publish online and on their social feeds.

Step 5 – Write Some Blog Guidelines

If you don’t have them already (or even if you do), use the information you gained from steps 3 and 4 to write/update your blog guidelines. Your guidelines should not only reflect how you wish your business to be seen, but also what you audience looks for. Having these written down will serve as a refresher any time you come to write new content.

Content Ideation & Creation

At this point you should know:

  1. What your end goals are through content
  2. What great content looks like within your industry
  3. What your target audience looks for in content
  4. What guidelines all future content should follow for success

If you are satisfied that you have the above 4 areas checked off, you are ready to proceed to the ideation and creation of content. However, remember to review the above 4 elements every 6 months to ensure you are up to date with both your own needs and the industry’s needs when it comes to content.

Review Your Existing Content

For the most part, you will have already completed this step in the previous section “Content Comparison”. Look at your existing content and ask yourself, could I do this better? Have any competitors done a similar piece of content e.g. a better guide, and as such gained more traction and links? If so, you may have an opportunity simply through updating your content to meet the guidelines specified through your industry and audience research. Make a list of all your current content that represents an opportunity.

Review Competitor/Industry Content

Again, you have already done most of the legwork for this. Look at your competitor’s content, find pieces that have performed reasonably well and ask yourself, ‘could I do this better?’ If the answer is yes, write it down.

Ask Industry Influencers

You may be noticing a theme here. In the previous section, you may have already gotten a couple of ideas from influencers on what sort of content they would like to see, but now, ask them specifically if there is any particular type of content they would be interested in seeing. Not only will your answers here give you some great content ideas, but you will also already have a medium for amplification through providing said content to the influencer who originally asked for it! And what one influencer likes, others will likely be interested in also.

Look at Similar Industries

Similar to when you reviewed your own industry, look at industries similar to your own for inspiration. Are there any types of content that are successful in those industries that may also be successful in your own?

Create Your Content

At this point, you should have a reasonable list of content ideas to move forward with. Take some time to read over these ideas, and decide which format would best suit each one. Once you have this decided, you can move forward with creation of each piece.

By using the above information, you will be able to conquer the first of two key content failures recently highlighted by the Moz & Buzzsumo industry survey, and also by industry experts in that the majority of content produced today is poor. Stay tuned for the next instalment, which will cover the second content failure i.e. the failure to amplify great content.

In the meantime, check out our article about web design and interactive content that nicely compliments the recommendations above:



Snickers enlists Vloggers, Dove’s ad and Twitter’s design idea

This week in Digital Bytes:  Snickers launches a ‘You’re Not You When You’re Hungry’ campaign featuring YouTube Vloggers, Unilever’s brand Dove presents its new body image campaign, and Twitter launches a design competition called #PoweredByTweets.

Snickers uses YouTube vloggers for digital campaign

Source from Flickr
Source from Flickr

Mars Chocolate has unveiled a global digital campaign ‘You’re Not You When You’re Hungry’ for its Snickers brand led by vloggers whose instructional videos descend into farce. (click to tweet)

The brand has released a series of online films in the style of “how to” videos. While they begin in the normal way, the demonstrations descend into chaos because the vloggers are hungry.

The ‘How-to’ and ‘DIY’ vloggers appear to be performing slightly poorer than usual before the end frame subtly unveils the content is a Snickers prank.

Dan Burdett, Snickers Global Brand Director, said: “We are excited to be extending the reach of our phenomenally popular Snickers brand online tapping into the global popularity of ‘how to’ videos.

“The ‘off their game’ vloggers are an innovative digital twist on our hugely successful ‘You’re Not You When You’re Hungry’ TV ads. Between them the international vloggers in this campaign have over 7.5m subscribers, giving the brand campaign huge global reach.

Dove launches a new body image campaign ‘Choose Beautiful’

Source from Flickr
Source from Flickr

Unilever brand Dove has launched the latest global ad push in its series of positive body image initiatives as it ramps up efforts to promote itself as a campaigner for ‘real’ beauty. (click to tweet)

The ‘Choose Beautiful’ campaign, which follows the Real Beauty Sketches, Patches and Legacy ads, aims to make women reconsider the way they feel about themselves.

A short film shot in London, Delhi, San Francisco, Shanghai and São Paolo shows women as they make the choice to walk through one door entitled ‘Average’ or another entitled ‘Beautiful’.

“While we were filming, it was so clear that the women who chose to feel beautiful shined with a positive, empowered outlook,” said Paul Dektor, Film Director of Dove Choose Beautiful.  “We all have the personal and powerful ability to rise above others’ points of view, social media, and pop culture, and I hope the Dove Choose Beautiful film inspires women around the world to reconsider how they view their own beauty.”

“Dove Choose Beautiful urges women to embrace this personal choice,” said Jennifer Bremner, Director of Marketing for Dove, in a statement. “Because when we do, it unlocks happiness and confidence that impacts women’s self-esteem.

Twitter launches #PoweredByTweets design competition

Source from Flickr
Source from Flickr

Twitter has launched an open to all design competition (click to tweet) seeking ideas to solve problems using Twitter or to harness the micro blogging service to create something beautiful.

#PoweredbyTweets: The Challenge is inspired by the ingenuity of tweeters in the past who have harnessed the live and public nature of the platform to make real-world objects move, illuminate or fly.

Running for two months, the competition will be judged by a panel of industry leaders representing the arts, technology and media with representations of the winning designs set to be built by Pixie Labs for display during the London Design Festival this September. The winner will also be afforded access to Twitter’s ad inventory to promote their vision on the platform.

Twitter gave some examples of PoweredByTweets case studies. For example, CuteCircuit designed the world’s first haute couture Tweet dress which was worn by Nicole Scherzinger. She showed off her futuristic and digital side by wearing the first Twitter dress for the launch of EE, the new 4G mobile network in November 2012.


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McVitie’s baby alpaca ad and Hellman’s response to Facebook comment

This week in Digital Bytes: McVitie’s ‘Sweeet’ ad series for new biscuit brand DeliChoc features  a baby alpaca, Hellmann’s is launching a global  campaign in response to a Facebook comment, and Robinsons’ new ad focuses on health and a balanced diet.

New McVitie’s campaign featuring baby alpaca

Source from Flickr
Source from Flickr

United Biscuits launched McVitie’s ‘Sweeet’ ad series (click to tweet) for new biscuit brand DeliChoc featuring a baby alpaca.

It’s the latest execution in the overarching ‘Sweeet’ campaign. The spot is set in a library where students are engrossed in books. One cracks open a box of DeliChoc, a crunchy Belgian chocolate-topped biscuit, and a baby alpaca emerges.

The ad forms a key part of a campaign plan similar to the one McVitie’s employed last year which has seen a total investment of over £17m in a bid to modernise and drive fame for the brand. In 2014 the masterbrand campaign boosted sales by three per cent and accounted for a 26 per cent rise in the McVitie’s value share of the total biscuit market.

United Biscuits Sweet Biscuits Marketing Director, Sarah Heynen said: “We’ve decided to introduce the alpaca in to the fold, as the star of the new McVitie’s DeliChoc advert, to represent the overwhelming delight consumers feel when they bite in to this intensely crunchy, chocolatey biscuit. The launch of new McVitie’s DeliChoc in to the UK will provide a great alternative sweet treat to many traditional products available. We hope that the launch of DeliChoc marks the beginning of another fantastic year for McVitie’s.”

Hellmann’s responds to Facebook post with a global campaign

Source from Flickr
Source from Flickr

Hellmann’s is launching a campaign in response to a Facebook comment (click to Tweet) from a fan who described the mayonnaise as “one of the greatest things ever created”.

With a global media spend of £15m, the campaign is Hellmann’s biggest investment in over a decade and marks the start of an ongoing strategy to create a unified global voice for the brand.

The TV ad shows the Facebook post which sparked the activity before asking if it is really better than the lightbulb, rollercoaster, or the internet.

It ends on the tagline: “The greatest thing ever created. Apparently”

Responses to social media comments on the brand are set to appear in multiple media across multiple markets, including cinema and online, throughout this year. Julian Nichols, Senior Global Brand Director for the Unilever-owned brand, said: “It’s humbling to see the many amazing things that people all over the world say about Hellmann’s. Sharing the love people express in a humble and playful way is at the heart of our new global campaign idea and we are excited to watch it develop”.

Robinsons focuses on health in the newest ad campaign

Source from Flickr
Source from Flickr

Robinsons is launching a new campaign that aims to reflect the brand’s focus on health and a balanced diet. (click to tweet)

With its ‘Play Thirsty’ strapline, the campaign is underpinned by a 60 second TV ad, which promotes new flavours to the Robinson’s squash range.

Robinsons hopes the new campaign will deliver more shoppers to the category by creating new consumption behaviours. Last year, the total squash and cordial category fell by 3.8 per cent year-on-year in 2014 to £514.2m. 

Helen Gorman, Kids and Family Brand Director at Britvic Soft Drinks said:  “Our investment in media and innovation ensures that our brands continue to satisfy consumers’ ever-changing tastes and preferences. We are extremely proud of the new brand positioning and packaging because it helps to communicate the high quality of Robinsons, reaffirming its position as the UK’s number one squash offering the best taste.”

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Instagram ads, Unilever’s iBeacons, and Virgin Atlantic’s Wearables

This week in Digital Bytes:  Instagram introduces new option for multi-page ad campaigns; Unilever embraces iBeacon trials extension across its brand portfolio, and Virgin Atlantic takes Sony SmartWear to the skies in pilot partnership.

Instagram boosts ad storytelling with clickable ‘Carousel’ links

Source from Flickr

Instagram has changed how ads are presented on the platform, now making the links clickable (click to tweet)

The firm has introduced ‘Carousel’ ads which enables brands to generate additional information with a left swipe, increasing the interactive nature of their posts.

An Instagram statement said: “We’ve received feedback from the Instagram community that they are interested in learning more about a brand or product after they have been inspired by a sponsored photo or video.

The social network said the new ad format gives brands the chance to bring multi-page print campaigns to mobile phones with the additional benefit of a clickable website link.

At the same time, the question remains whether this product could make it more difficult for brands that use Instagram but don’t buy ads on it, to get noticed. A similar tension arose when Facebook, Instagram’s parent company, began tweaking its News Feed algorithms in a way that seemed to prioritise advertisements over regular posts from brands and businesses.

Unilever extends iBeacon trials across its brand portfolio

Source from Flickr

After successful Knorr brand campaign in Sweden, Unilever takes a step further and extents it’s use of iBeacons  beyond the campaign. (click to tweet)

Unilever’s VP of Global Media for Europe and Americas, Sarah Mansfield said iBeacons have become an interesting part of its marketing mix given their ability to tie together offline and online customer journeys.

“Giving intuitive customer journeys is what consumers want from brands. They want brands that understand them and know them as individuals. iBeacons allow you to target consumers around time and place, which are key lenses that allow you to deliver relevant content to users,” she said.
The FMCG giant has run a beta test in Sweden for its Knorrr soup brand, which saw it deploy branded food vans from which people could sample the soups. When people were within ten metres of the vans their phone IDs were collected and the following day they were sent a tailored message about their sample test with a discount voucher for them to redeem in-store.

Virgin Atlantic to take Sony SmartWear to the skies in pilot partnership

Source from Flickr

Virgin Atlantic engineers are set to trial Sony SmartWear to see if the tech will help boost the communication capabilities of workers. (click to tweet)

Staff at Heathrow Airport will use Sony’s SmartWear in conjunction with a smartphone or tablet to provide real time communication and support in a bid to cut down on maintenance times by ensuring engineers can remain on the aircraft during turnarounds.

Phil Maher, Director of Operations at Virgin Atlantic, said: “We’re delighted to be partnering with Sony to trial wearable technology within our engineering team.

“We are proud of our recent innovation work to provide the best possible experience for our customer facing roles and we’re pleased to now be exploring how new technology can contribute towards our essential operations procedures.

“It’s a great way to empower our people by providing instant access to the information they need to be more effective in their roles.”


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Doctor Who Game and Gmail Payment

This week in Digital Bytes:  The BBC has launched a Doctor Who coding game for children, Nescafé teams with ITV for reactive #bigstart breakfast campaign, and Google introduces Gmail payment services.

BBC launches Doctor Who coding challenge on tablets for kids

Source from Flickr
Source from Flickr

The BBC has launched a Doctor Who coding game for children called ‘the Doctor and the Dalek’ on the iOS and Amazon digital stores.

The free app features Peter Capaldi’s Doctor Who as he battles his oldest enemy, the Daleks. Kids will be tasked with fundamental coding assignments to help the Doctor progress to his goal.

The game comes as part of the BBC’s ‘Make it Digital’ initiative, which aims to inspire a new generation to get creative with coding, digital technology and programming.

Jo Pearce, Executive Producer of BBC Doctor Who Interactive, said: “The Doctor and the Dalek has had a great response from children, parents and teachers. The one overriding request was for a tablet version. The new levels, with our updated resources from BBC Learning, allow children to take their skills a little further… and help the Doctor save the universe.”

Nescafé teams with ITV for reactive #bigstart breakfast campaign

nescafe bigstart campaign
Source from Flickr

Nescafé has teamed up with ITV to launch a series of reactive and live ads  for its Original range as part of the brand’s Big Start campaign.

Viewers will be encouraged to wish friends and family a #BigStart on Twitter via the ads, produced by ITN Productions, when they air during ITV’s Good Morning Britain for the whole of February.

Nescafé will use social software platform Spredfast to aggregate the on-air tweets and one tweet will be chosen for each of the three daily slots during the programme on Mondays, Wednesdays and Fridays. The campaign marks the first time the technology has been used during ITV Breakfast airtime.

Olivia Lumley, Nescafé Original Marketing Manager, commented: “Big Start is an exciting new campaign for Nescafé Original and a great way to start the year. The nation’s favourite coffee brand is helping consumers to have a great start to their day, by delivering many big messages of encouragement in the morning throughout Britain.”

Google introduces Gmail payment service

Source from Flickr
Source from Flickr

Gmail users aged 18 and over in the UK can now conduct small transactions with friends and family via email after Google incorporated functionality to attach money to emails for its latest innovation.

Launched in the US back in 2013, the service is a spin-off of Google Wallet, the mobile payments system that allows people to pay for goods and services via stored card details. The system enables users to transfer cash from their Wallet to that of a contact.

This functions even for non-Google email accounts, although recipients will need to open a Google Wallet account if they wish to access their money.

Travis Green, Product Manager for Google Wallet, said: “Paying back your friends has never been so simple, whether you’re chipping in for lunch or reimbursing your housemate for your share of the rent.”

Apple is preparing to launch its payments service, Apple Pay, in the UK, after a successful US launch last year, and Facebook has also indicated a desire to offer money transfer services in Europe, applying for regulatory approval from Ireland’s Central Bank  last year. Meanwhile, SnapChat has unveiled its SnapCash system.

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3D printing and Book sales via Twitter

This week in Digital Bytes: Royal Mail embraces the future of product delivery with iMakr 3D printing trial, Hachette pens a Twitter book sale trial to bypass feuding Amazon, and Expedia encourages fans to share their special festive experiences on social media.

Royal Mail embraces future of product delivery with iMakr 3D printing trial

royal mailRoyal Mail has embraced 3D printing, offering consumers the chance to customise and print a series of goods at its central London delivery office (click to Tweet).

As a result of the delivery firm’s partnership with 3D printing group iMakr, print enthusiasts can choose from a range of products or submit their own designs to be manufactured at the Royal Mail’s New Cavendish Street delivery office in London.

Available items include a ‘Machin Stamp Magnet’, a ‘Royal Mail Gold Postbox Container’ and customisable name plates and keyrings.

Mike Newnham, Chief Customer Officer of Royal Mail, said: “3D printing is an emerging technology that has many applications and offers an innovative way to create unique or personalised objects.

“It can be prohibitively expensive for consumers or small businesses to invest in a 3D printer, so we are launching a pilot to gauge interest in 3D printing to sit alongside Royal Mail’s e-commerce and delivery capability.”

Hachette enables purchases of book via Twitter

buy books via twitterHachette Book Group has partnered with Gumroad, a social media sales platform, to enable purchases of books through Twitter. (click to Tweet)

Initially, books from Amanda Palmer, Chris Hadfield, and the Onion will be promoted and sold through the social network with consumers able to make purchases directly. Those who buy the ebooks will also be gifted exclusive bonus items as further incentive.

Authors will post promotions of their books on Twitter with the tweets containing an all-new ‘Buy’ option from 11 December.

Michael Pietsch, Chief Executive of Hachette Book Group, said, “With so much of our book marketing done socially now, in-stream Twitter purchasing is a natural next step. Gumroad’s success working with music labels and artists to enable sales to fans, and their partnership with Twitter, put them at the forefront of social media commerce.

Expedia’s campaign to promote winter travel

expedia-winter-travelExpedia has encouraged fans to share their special festive experiences on social media, posting images on Twitter and Instagram of their #WinterAtHome or #WinterAway. (click to Tweet)

The campaign looks to raise awareness of the variety of winter travel destinations available in Europe, as well as reinforcing the ‘Travel Yourself Interesting’ proposition which was extended in July this year.

Sophie Crossley, Senior Account Director at We Are Social, who created the campaign, explained: “At Christmas social media is full of travel plans and photos documenting festive moments. By asking people to share images both from their home country as well as their travels, we’re showcasing even more great destinations; one person’s home is another’s holiday. We’re hoping to ignite a travel bug amongst the social media community as they see all the different destinations out there, and reinforce Expedia’s ethos of Travel Yourself Interesting.”

James Davies, Senior Manager Social Media at Expedia said: “Europe is a colourful continent in the winter, with each country celebrating Christmas in their own different, traditional way. The campaign reflects the festive buzz in Europe while showcasing all the fantastic destinations people can visit, so there’s food for thought on where future excursions could take you.”

The most original entries will be collated into a photo album by Expedia, with each photographer credited, and shared across the travel brand’s social channels.


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Kestrel Launch First TV Ads for 30 Years

The brand, famous in the 1980′s for it’s comedic adverts starring Russ Abbot and Hugh Laurie, has taken a new tact with its latest adverts and added a modern twist dropping the comedy element from its branding. The adverts will now focus on the brand’s heritage and the techniques used during the brewing process.

Kestrel wants to aim at a younger market roughly between the 18-30 age category. To do this they have advertising slots booked on networks including MTV and Comedy Central.

Speaking about the new Kestrel lager advert, Nigel McNally, MD of Brookfield Drinks commented: “Brookfield Drinks is committed to developing brands that demonstrate heritage and true provenance and putting Kestrel back on TV is an expression of that. We opted to create an animated video which we feel brings to life Kestrel’s provenance story, using locally sourced Scottish ingredients to create a truly British craft lager with the great taste that our drinkers love.”

The adverts, created by BAFTA-nominated director, Tim Harper have cost a reported £1 Million to make.

Newcastle presents “Follow The Money”

It pays to follow Newcastle Brown Ale on Twitter. Not much, but it pays.

Newcastle Brown Ale have decided to pay the next 50,000 people who follow them on twitter (@Newcastle) the sum of $1 each. “Why should people endure the unsolicited marketing of other beer brands for free when they can endure Newcastle’s unsolicited marketing and get paid?”

The brand is actually going to mail 50,000 checks for $1 each. (“Newcastle-branded checks, of course.”) The company currently has just under 28 thousand followers and wants to hit its target of 50k plus with the new idea.

United Colours of Benetton plan to develop social platform

the drum ucbUnited Colours of Benetton plans to develop its own social platform, following the opening of their new concept store in the heart of Milan.

The ‘One Canvas’ concept store has been created as part of its plans to drive a new brand strategy that will evoke its ‘Italian essence’ with ‘comfortable, functional and dynamic,’ clothing.

 Within the store, digital LCD screens have been installed throughout the store, featuring full motion adverts of models promoting some items of clothing.

Through the online platform, consumers can use tablets or smartphones to highlight clothing that is out of stock through full-size images appearing on-screen. Customers can then order those items to be delivered free of charge to their homes or collected in store.

This is the first step from Benetton in order to promote itself as the leading Italian fashion retail brand, and to capitalise on the esteem that such a heritage has within the fashion sector.

See more at The Drum