Tag Archives: Facebook

Coca-Cola Trials Beacons, Facebook Overtakes Google as Top News Source and Samsung Unveils New Smartwatch

This week in Digital Bytes: Coca-Cola tries out beacon marketing – as it explores location-based marketing; Facebook overtakes Google as the top hotspot for online news traffic; and Samsung unveils details of its new smartwatch.

Coca-Cola tries out beacon marketing

Tweet a Coke digital bytes Fastwebmedia
Source from The Drum

Coca-Cola might be the next big brand to turn to location-based marketing, having conducted a beacon trial in cinemas in Norway designed to discover the best methods for using the technology. Coca-Cola’s team delivered the associated promotion through a popular, third-party app as opposed to trying to convince users to download its own app in order to be rewarded.
Coca-Cola is to explore the hyper-relevance beacons provide after a recent trial revealed how intention data generated by the tech can power mobile advertising in an accurate, and scalable way. This simple promotion allowed Coke to build more rounded customer profiles for its campaigns, with the beacons acting as a proxy to tie offline back to online ad targeting.

The pilot scheme, conducted throughout May and June, saw free Coke offered to cinema-goers if they had Norwegian publisher VG’s app on their phone as they walked through CAPA foyers and as a result they found this method of delivering the campaign, when “not used in isolation”, to be more favourable than trying to engage customers through their own app.

The test revealed that a quarter (24%) of those with VG’s app on their smartphone clicked on the initial offer, with half of them going on to collect their free Coke at the cinema, while 60% of the people who visited the cinema clicked on the retargeted ad served to them up to a week later, which then greeted them with the offer of a free cinema ticket courtesy of Coke.

Senior digital marketing manager Zoe Levine said that Coke needed an “app that people want to download” and “use on an ongoing basis” for beacons to become a core part of its marketing.


Facebook overtakes Google as top news traffic source

Facebook versus Google digital bytes Fastwebmedia
Source from The Drum

Facebook has removed Google as the top hotspot for online news traffic based on the most recent research to be carried out by analytics firm Parse.ly.

This demonstrated the social networking platform to have surpassed the search provider as the dominant traffic source for news sites, drawing attention to the rising power of social media to drive traffic.

Assessments for all social media sources show that the sector represented 43 per cent of all referrals with Facebook representing the tremendous majority of these. Google in the meantime represented only 38 per cent showing the opportunities available for brands to embrace news in their social media campaigns.

The study took more than 400 news and media outlets into consideration, from traditional publishers such as Wired, Reuters and The Daily Telegraph to digital only portals such as Mashable and The Next Web which accumulates 6bn page views and more than one billion unique visitors each month.

Facebook’s achievement takes after a time of continued growth since October, when it edged ahead of Google in a close neck and neck race however since that time Google has flat lined, permitting Facebook to open up a reasonable lead.


Samsung unveils details of its new Smartwatch

Samsung Gear S2 Digital Bytes Fastwebmedia
Source from Focus News

Apple watch has a new competitor as Samsung has unveiled The  Samsung Gear S2 smartwatch which has similar features to the Apple Watch including a heart rate monitor as well as a phone and text messaging app as shown on the video released on the company’s YouTube channel today. The video also shows a weather app, a time zone app, a calendar app, and a sports tracking app.

There are a few launches on wearables which are important as they will be competitors for Apple Watch while Samsung will hope Apple’s entry into the smartwatch market will have increased interest in wearables which it can in turn benefit from with a lower price model as part of the campaign strategy

Wearables are therefore here to stay, and they hold huge potential for both consumers and brands as they can handle contactless payments and ticketless entry, hotel room key, transportation cards and a lot more. Brands are taking advantage of this opportunity to win over consumers while tech companies are including features that will attract consumers to their wearables.

The question is what type of wearables will win over consumers: smartwatches, fitness trackers, wristbands, smartglasses or others?




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Ribena’s Campaign Targeting Adults, Neilson’s Virtual Reality Campaign and Facebook’s Live Streaming Video Service

This week in Digital Bytes: Ribena has launched a new campaign – changing its focus from kids to adults; Neilson showcases virtual reality skiing in its new social campaign; and Facebook launches a live streaming video service.

Ribena launches a new campaign targeting adults


Source from TV Ad Songs

Ribena has launched a new campaign with a change in focus, from targeting youth, to now targeting families and grown-ups. The ad, which is part of the brand’s £6 million marketing campaign, will run on TV and video-on-demand, and be backed solidly by social media and outdoor executions.

J Walter Thompson made the campaign for the brand, which beforehand targeted its advertisements at kids. The new TV spot opens on an ordinary English scene and then moves on to include many strange or berry-related characters.

The ad ends with the brand’s new strap line, “You can’t get any more Ribenary”.

Hannah Norbury, Ribena’s marketing director, said: “We’re thrilled with the new campaign for Ribena. It’s the beginning of an exciting new chapter for this iconic British brand, and we’re delighted with this work developed with J Walter Thompson that engages our young adult audience through our new brand positioning.”

Neilson showcases virtual reality skiing in social campaign

Nielson Skii Holiday Digital Bytes Fastwebmedia
Source from Travolution

Neilson Active Holidays is utilising virtual reality to give individuals an essence of what it’s like to ski or windsurf at their resorts and is flaunting its new innovation in a social campaign   with created content that would help grow the business.

The online ad, called #Haveagobeforeyougo, was used together with the virtual reality experience, which utilises an Oculus Rift VR headset to drive the campaign. It was exhibited to the public at trade shows, festivals and shopping centres across the UK and the film will be launched to bloggers and across social channels later this year as well as further events.


The ad shows people on moving skis and windsurfing boards, with electric fans blowing behind, as they utilised the Oculus Rift headsets to replicate the experience of a skiiing or windsurfing holiday.

Gallon, the agency’s head of art, said: “We used VR as it was the most engaging and realistic way to give people the Neilson experience. The only true, authentic way to let people really see and feel what going on a Neilson active holiday was like”.

Facebook Launches Live Streaming Video Service

Facebook Live Digital Bytes Fastwebmedia
Source from Mashable

Facebook announced its own live video streaming service last week creating its own way of letting public figures broadcast live videos to their fans. ‘Facebook Live’ is an accepted way of creating low cost video content, therefore naturally brands will want in on this reach which will make it roll out more broadly. Be that as it may, not at all like Periscope or Meerkat, no one but big names can utilise this one as it’s confined to individuals with Verified Pages, who can use the exclusive Mentions app.

VIPs can start a live broadcast that’s posted to the News Feed, watch comments overlaid in real-time on their stream, and then make the recording permanently available for viewing. Stars like The Rock and Serena Williams streamed on the first day.

According to Live Product Manager, Vadim Lavrusik, celebrities should use Facebook Live instead of Periscope or Meerkat because “Public figures already have fans on Facebook that they share to every single day.” Essentially, reach. With huge fan counts on Facebook, celebrities could see a wider audience there than on other networks.

Lavrusik wouldn’t say when the average user might get broadcast abilities, but said “We think this will be an awesome experience for both public figures and also users. We want to get feedback from both public figures and viewers as we evolve the product.”



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Apple Pay Launch, Exterion’s Beacons In Buses And Facebook’s Virtual Assistant

This week in Digital Bytes: Apple launches Apple Pay – A contactless payment system; Exterion Media installs 500 Beacons in London buses; and Facebook creates new Moneypenny digital shopping assistant.

Apple Pay Is Here

Apple Pay Digital Bytes Fastwebmedia
Source from Digital Spy

Apple’s contactless payment system has launched in the UK at thousands of stores, six months after launching in the US.

From yesterday more than 250,000 shops across the UK, including Lidl, Waitrose, Nando’s, Boots and Marks & Spencer will acknowledge payment through Apple Pay, alongside Transport for London (TfL) on its Tube, bus and rail systems

The contactless payment system Apple Pay was activated on iPhones and iPads yesterday morning, permitting individuals to pay for things costing up to £20 with a wave of their device. Apple Pay is only compatible with the iPhone 6, iPhone 6 Plus, iPad Air 2 and the iPad mini 3

To activate, customers need to open the Wallet app on the iPhone, and add their bank card to the app. Apple will offer to add the card that’s already associated with the Apple account, and all customers have to enter is the three-digit security code from the back of the card.

Alternatively, customers can scan a card using the iPhone’s camera, or type in card details manually. The issuing bank will text a one-off code which must be entered in the Wallet app to affirm the activation.

To pay, customers simply hold their iPhone near the contactless reader with their finger on the home button. A message showing that the payment was successful will appear followed by a short vibration.

Apple Pay works in the same way as a contactless bank card but has extra security ‘Tokenisation’ meaning card details are never transmitted to the retailer.

Exterion Media installs 500 Beacons on London buses

Beacons in buses Digital Bytes Fastwebmedia
Source from Flickr

The technology will permit brands to convey relevant messages through their own applications to commuters. The framework has been designed with Proxama, a mobile proximity marketing company, and uses Bluetooth Low Energy (BLE) to correspond with smartphones that have Bluetooth switched on. A participating brand’s application will have the capacity to utilise the connection to send targeted messages and alerts to users.

Jason Cotterrell, Managing Director UK at Exterion Media, said: “Our ultimate aim is to deploy this technology across our portfolio nationwide, with a long-term vision of providing full connectivity across buses in the UK.”

The technology was trialled in Norwich tracking the usage of beacons on 110 buses for six months. Twenty local retailers participated, communicating with potential consumers through the location and offers app Loka. Exterion reported 2,000 app downloads during the trial period and a 30% click through rate on notifications served.

John Worley, Chief Executive of Proxama’s marketing division said: “The trial in Norwich and our partnership with Exterion Media showed us that consumers are open to receiving content via their mobile devices while they travel, so we expect to experience a similar level of success once we roll out across London.”

Facebook creates new ‘Moneypenny’ digital shopping assistant

Facebook shopping assistant Digital Bytes Fastwebmedia
Source from Flickr

Facebook is entering the digital assistant frame with its own customised voice assistant for users of its Messenger platform trying to discover and purchase items, according to a report in the Information. It is being situated as a shopping tool by the social media platform as it branches out from basic instant messages.

Codenamed after James Bond’s own secretary Moneypenny, the virtual assistant is currently undergoing final testing ahead of its arranged launch, a date is yet to be set.

Shunning the wide ranging efficiency points of the existing digital assistants, for example, Apple’s Siri or Google Now, Moneypenny concentrates solely on helping with the purchase of products and services

This will allegedly work by captivating genuine individuals to inquire about the best deals in spite of the fact that the exact subtle elements of the system stay dark but it’s presumable the administration may oblige an administration charge.


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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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MTV launches apps and Burberry partners with Twitter for LFW

This week in Digital Bytes:  MTV partners with international mobile operators to launch apps targeting millennials, Burberry collaborates with Twitter to deliver personalised pictures from London Fashion Week, and Facebook launches an app to help businesses manage ads on the go.

MTV partners with international mobile operators to launch apps targeting millennials

Source from Flickr
Source from Flickr

Viacom-owned MTV has partnered with a number of global mobile network operators for the launch of two new video and digital music apps (click to Tweet) called MTV Play and MTV Trax.

The apps have been offered to operators as part of exclusive brand licensing agreements, to help them better target the valuable millennial market.

Bob Bakish, ‎President and Chief executive of Viacom, said: “MTV is one of the hottest entertainment brands in the minds of 16 to 24 year-old mobile users, with the majority of online engagement with the MTV brand now coming through mobile devices.

“Today’s launch of the MTV Play and MTV Trax apps offers operators an enormous opportunity to differentiate themselves and reward consumer loyalty by offering greater value through premium branded content and services targeting young customers who aren’t currently subscribing to pay TV.”

MTV Play is compatible with all common operating systems and enables consumers to ‘flick’ content from their smartphone to other connected screens, such as a tablet or smart TV.

Bakish claimed it’s an “industry-first multiscreen experience” with the app, adding that it makes MTV’s library of more than 1,500 hours of content easier to discover, control or share.

Burberry collaborates with Twitter to deliver personalised pictures from LFW

Source from Flickr
Source from Flickr

Burberry has partnered with Twitter to offer users of the social media site the chance to capture pictures of its London Fashion Week (click to Tweet) womenswear show live from the runway.

By tweeting #Tweetcam to the @Burberry Twitter account, users will trigger a camera to take a photograph from the best vantage point within the show space as the models walk down the runway.

Each picture is then personalised with the user’s Twitter handle, a time stamp of the moment the image was taken and then tweeted back to them.

The luxury fashion house, known for its forward-thinking digital and social activity around its LFW shows, has previously worked with Twitter on a number of initiatives. In 2012 Twitter provided an in-tweet live stream of Burberry’s Spring/Summer show, and last September the fashion brand sold its products through Twitter’s Buy Now functionality.

Facebook launches app to help businesses manage ads on the go

facebook appsCiaran Quilty, Business Regional Director for EMEA at Facebook said that the launch of the Ads Manager app is a response to customer feedback asking for more mobile tools. The app for iOS will allow businesses to create ads, track ads, manage ad budgets, look at the performance of their ads, and receive push notifications (click to Tweet).

Quilty said that an increasing number of businesses had been asking Facebook to create a “simple, easy and effective” way to use the site for ads.

Facebook launched a mobile version of its ads manager site around 18 months ago and it has 750,000 active users. Quilty said: “We want to grow in the right way, which is that we believe in value for money and we think that if we continue to make our products simple, effective, drive results for businesses and allow them to connect with their customers, then more SMBs will start investing in Facebook and existing SMBs will invest more in Facebook.


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Facebook payments and Amazon’s Fire campaign

This week in Digital Bytes: Facebook to allow users to send each other cash via Messenger app, Amazon creates Fire with TV ad and Dove launches new mother and daughter ad.

Facebook to allow users to send each other cash via Messenger app


Facebook is believed to be mulling the introduction of a tool which will allow users to attach cash to a message in the same way that they would attach a video or picture (click to Tweet).

Facebook’s plans for a mobile payments system using its Facebook Messenger iPhone app have been revealed by screenshots from hidden features of the app.

The screenshots and code from the app show a method for adding a credit or debit card to a Facebook account and the ability to send money to friends via messages.

“With Facebook Messenger, you attach money just like you attach a photo or a location,” said Andrew Aude, an iOS Developer, security researcher and Stanford University student who discovered the service buried in the current Facebook Messenger iPhone app. “You don’t even have to link a bank account!”

Amazon tries to ignite Fire with TV ad


With the Amazon Fire Phone now on sale in the UK from this week, a TV campaign for the handset has appeared on TV screens for the first time.

Created by Above+Beyond London, the advert bestows the virtues of the device claiming it will give you “a whole new perspective”.

Available exclusively on O2, just like the iPhone when it was released back in 2007, the handset comes with a free Amazon Prime Membership worth £79.

At the time of the handset’s reveal in July, research firm IDC’s Ramon Llamas said of the new Firefly feature, which takes centre stage in the ad, “It goes back to the mission of Amazon, which is to sell you stuff. It reduces the number of steps it takes to buy things on the phone.”

Firefly allows users to take a photo of an object and get more information about it (click to Tweet), as well as a way to purchase it through Amazon. Firefly can also recognise films, TV and music.

Dove launches mother and daughter ad


The campaign then encourages women to talk positively about themselves and to use the hashtag #FeelBeautifulFor to share who in their life inspires them. (click to Tweet) The film is part of the brand’s overarching ‘Self Esteem’ positioning. It is intended to show the lasting impact women talking about their own feelings about themselves has on the self-esteem of younger girls.

Lucy Attley, Dove UK Brand Director, said: “Whether she is a mother, aunt, coach, teacher, or sister, every woman has the opportunity to make a difference to a girl’s self-esteem.

“By talking about our bodies in a positive way, we can help the next generation of girls grow up to be happy and content, free from the pressure of beauty stereotypes and the burden of self-doubt.”

Dove launched this campaign ahead of its Fifth Annual Self-Esteem Weekend, Oct. 9 – 12 at the United Nations. In addition to the film and a social media push asking women who they #FeelBeautifulFor, Dove is partnering with experts to offer free self-esteem-boosting resources both online and in workshops.


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Hertz Golden Tickets and Heinz Facebook strategy switch

This week in Digital Bytes: Hertz encourages travellers to explore Europe this autumn with a Golden Ticket prize giveaway, MorphCostumes offers fans the chance to design the Halloween costume of the future and pocket $50,000 in the process, and Heinz switches from a local to a pan-European Facebook strategy.

Hertz encourages travellers to explore Europe this autumn with Golden Ticket prize giveaway


The Hertz Corporation is offering customers across Europe the chance to win experiences of a lifetime with its new Golden Tickets prize draw (click to Tweet)

Prizes to be given away by the car rental brand include visits to Disneyland Paris, flights with Air France, Chic Outlet Shopping villages gift cards, vouchers for Relais & Châteaux hotels and restaurants and complimentary car hire.

Running throughout October, the competition is open to anyone booking a car in participating countries for collection before the end of the year and hopes to inspire late holidaymakers to explore Europe throughout the changing seasons.

“Europe is the envy of the rest of the world thanks to its rich tapestry of sights and cultural attractions. The days may be drawing in as the seasons change but we hope the Hertz Golden Tickets giveaway will inspire people to get out and experience the wealth of adventure that lies on their doorsteps,” remarked Michel Taride, group president, Hertz International.

MorphCostumes offers fans the chance to design the Halloween costume


MorphCostumes is promising to make someone ‘rich and famous’ this Halloween by challenging designers and costume fans worldwide to create the ‘Halloween costume of the future’ (click to Tweet)

Tying in with the launch of the brand’s MorphFamous campaign by Mr President, the competition is offering a grand prize of up to $50,000, with the winner crowned as the first ‘MorphPreneur’ pocketing $10,000 in the process.

The winning design will then be put into production and sold with the winner taking home a percentage of the profits, which could be up to $40,000 in the first year.

Budding designers can submit entries into a number of categories on the MorphCostumes site throughout the month of October with the public asked to show their support and vote for their favourite.

The winner will be announced live on TV before Halloween on 27 October. Through the competition MorphCostumes hopes to discover hidden design talent and give costume enthusiasts the chance to gain recognition for their creativity and also be financially rewarded for years to come.

Heinz switches from local to pan-European Facebook strategy


Heinz has dropped the local approach to Facebook marketing for its flagship Tomato Ketchup brand in favour of a pan-European strategy designed to boost content production around its first campaign for the region in nearly 10 years.

The food maker has always placed the social network at the fore of its digital drive but opted for more of a fragmented presence to support wider, localised objectives of the brand. It has scrapped the approach in order to stamp a consistent look and feel for the brand on Facebook across Europe.

It exploits the changes Facebook made in 2012 when it introduced global pages to provide a more streamlined, localised experience for both marketers and fans (click to Tweet). It saw brands including Reebok and Cadbury consolidate their offerings in the immediate aftermath and Heinz says its switch will accelerate “content led activation”.

The switch has been made to support the launch of Heinz Tomato Ketchup’s first pan-European campaign in seven years. The ad has seven different versions that will serve different markets to reflect local tastes. For example, a bacon sandwich is featured as the food Ketchup is spread on in the UK advert, whereas in France and Spain sauté potatoes and chicken fillets are shown instead.


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Digital Bytes: Amazon’s 3D Printing and Cab2Grab’s app twist

This week in Digital Bytes: Amazon signals a ‘shift’ in online retail with the launch of a 3D-printing personalisation store, Cab2Grab app uses ‘social graphs’ for passenger identification, and Facebook launches a call-to-action feature called ‘Buy’.

Amazon launches 3D-printing personalisation store

Amazon-launches-3D-printing-personalisation-store-fastwebmediaAmazon is offering customers the chance to print and design products from third-party sellers on its newly launched 3D printing online store.
The site will let users customise earrings, pendants, rings, bobble-head dolls and more, through an interface from which they can then select production choices such as the material, size, colour and style of selected items.
Amazon, which has announced it is leading retail into the future with drone deliveries in addition to a new mobile payment service like PayPal, has more than 240 million users. Petra Schindler-Carter, Director of Sales at Amazon, said: “The introduction of our 3D Printed Products store suggests the beginnings of a shift in online retail – that manufacturing can be more nimble to provide an immersive customer experience.”

Cab2Grab taxi-sharing app uses ‘social graphs’ to verify co-passengers’ identities

Cab2Grab-taxi-sharing-app-fastwebmediaA new taxi-sharing app, which utilises ‘social graphs’ to let users verify co-passengers before agreeing to share a cab, is being trialled at Luton Airport.
Cab2Grab is designed to let people travelling similar routes arrange for collection, drop-off and fare-sharing in a few taps. The app uses “a combination of social logins and authentications” to provide verification of each passenger’s true identity.
Philipp Mintchin, CEO of Cab2Grab, said: “Apppli helped us articulate the idea and to identify optimum marketing positioning, which enabled us to build a minimum viable product that’s really optimised for its core audience.”
Nader Alaghband, CEO of Apppli, said: “Working with Philipp to develop his idea from the ground up was challenging and rewarding.”

Facebook tests a new ‘buy’ button

Facebook-tests-a-new-buy-button-fastwebmediaThe social media platform discreetly announced it is testing “a new way for people to discover and buy products on Facebook’’.
Facebook has just announced a new feature to help businesses drive sales through the news feed or on pages, which it is currently testing with a few small to medium-sized businesses in the US.
The feature allows people on desktop or mobile to click the ‘Buy’ call-to-action button on ads and page posts to purchase a product directly from a business, without leaving Facebook.
“We’ve built this feature with privacy in mind, and have taken steps to help make the payment experience safe and secure,” said the announcement, which also assured that none of the credit or debit card information people share with Facebook when completing a transaction would be shared with other advertisers.

Digital Bytes: Coca-Cola to showcase future cinema

Welcome to FWM Digital Bytes, where we discuss all the biggest digital marketing and digital media news. This week our post focuses on One Water’s latest campaign, Coca- Cola’s innovative approach to cinema and new Facebook updates.

One Water champions everyday ‘heroes’ in new campaign

Ethical water brand One Water has launched a new multi-channel campaign that focuses on the everyday ‘heroes’ who buy its bottled water. Featuring the strapline ‘Instant Hero – Just Add Water’, consumers are being encouraged to make a switch from other brands of bottled water to One Water, which donates 100 per cent of its profit to fund clean water projects in Africa via its charitable arm, The One Foundation.
The multi-channel activity consists of outdoor, press and radio advertising, an on-pack promotion, digital and social marketing, and experiential activity.
One Water’s Head of Brand, Ian Spooner, said: “We have always referred to our supporters as heroes, and having passed the milestone of £10m donated, we wanted to publicly celebrate that. We are a philanthropic brand with a serious mission, but by taking a light-hearted, humorous approach, One is sponsoring Dan O’Connell’s XFM drive time show over the next four weeks and running a competition to win an African adventure.”
Outdoor adverts featuring the Instant Hero creative have also been placed in selected underground stations, on tube car panels and on digital screens across London, with a One ‘Hero Booth’ positioned at King’s Cross and Waterloo.

Coca-Cola to showcase future cinema vision at CineEurope 2014

Coca-Cola will showcase a future vision of the cinema experience at industry convention CineEurope 2014.
Coca-Cola partnered with NEC Display Solutions and worked with YCD Multimedia, Littlebit Technology and Intel to create a booth with a swathe of digital media capabilities in a bid to show how the future of cinema can evolve.
Corinne Thibaut, International Director of Cinema and Leisure at Coca-Cola, said: “People go to the movies to be entertained and enjoy unique experiences.
“Together with NEC we have showcased all the digital media and signage possibilities for cinema operators, aiming at delivering unique experiences for movie-goers. It will be a place for CineEurope visitors to envision the future and dream big for the cinema industry.”
Stefanie Corinth, Senior Vice President of Marketing and Business Development at NEC Display Solutions Europe, added: “Visitors will be able to get a real-world flavour of the total cinema experience they can offer to their guests to continue growing sales and building loyalty.’’

Facebook to serve ads based on web browsing history

Facebook is to begin serving ads to users based on their browsing history across the web and not just their activity on Facebook but will also allow users to edit their advertising profiles to control the ads they are served.
The social network says it is to employ online behavioural advertising tactics similar to those used by ad networks “in the coming weeks” in the US with a wider rollout across the world likely before the year’s end.
It is hoped users will be served contextual ads based on shopping intentions. For example, if it is thought a Facebook user is researching a purchase based on their searches or app use, an appropriate ad will be served to them in Facebook.
An arrow will appear in the top right hand corner of the ad that when clicked will present the user with four options: ‘this ad is useful’, which will provide the green-light for more ads from the brand; ‘I don’t want to see this’, which will block that ad; ‘hide all from this advertiser’, which will block future ads from that brand and ‘why am I seeing this ad?’.
If the latter is clicked a user will be presented with an explanation of how the ad relates to their behaviour within Facebook and why, therefore, they are seeing it.
The social network will then allow them to amend the activity and interests data Facebook keeps on them. If a user objects to the social network’s conclusion they are interested in electronics, for example, they can delete it and will not be served ads from consumer electronic brands.

Kleenex targets mums in Facebook competition campaign

Kleenex Story

Kimberly-Clark owned tissue brand Kleenex are preparing to launch a new competition through both video and image based advertising using the new Facebook Reach and Frequency tool.

Set to launch on 9th July, this new integrated marketing campaign will turn its attention to summer related tissue ‘predicaments’. JWT have created designs that include dripping ice creams and picnic spliages.

The aim is to get mums to ‘keep tissues at arms’s reach’ to be in with a chance to win a week-long break in a Camper Van or win one for keeps. Combining both the competition element of the Camper van and summer tissue predicament, it has been designed to drive people to enter to win and motivate mums to purchase.

Kleenex will use the tool to maximise reach and drive awareness to its target audience of over one million mums by helping them discover content that’s relevant to them.

The competition will feature on specially designed limited edition promotional packs, available from the beginning of June from major retailers, and will be supported by in-store activity including barkers, posters, online banners and magazine ads, managed by SMP.

See more at The Drum