This week in Digital Bytes: Google has embedded tweets into desktop search results – providing twitter users with a larger audience for their content; Ralph Lauren showcases a smart t-shirt linked to fitness app; and William Hill launches a new football campaign.
Google Embeds Tweets into Desktop Search Results
Back in May, Google and Twitter partnered to bring tweets into mobile search results. It was designed to put real-time info into Google’s search results and also provide Twitter users with a larger audience for their content. It was, and is, a really major deal for both companies.
In fact, one of our recent blog articles discusses Google’s incorporation of Twitter into its mobile search results, what it means for brands and what brands need to do. The partnership between Google and Twitter to include tweets in mobile search results has proven successful as Google announced in a short update on its original blog post that it will be including tweets within search results on desktop as well.
’Update, 8/21/2015: We’ve extended this to desktop now too, and in English everywhere’.
What this means is that when you search for something on Google, a feed of the latest tweets relating to the searched term will come up. Also, typing in a hashtag on Google will generate a list of trending tweets around the searched hashtag. The presence of tweets relevant to users’ searches will increase the likelihood of more people signing up to the micro blogging platform and will promote the service in a relevant and engaging way which is great for both companies and a good marketing strategy.
Ralph Lauren to push sport apparel with smart t-shirt linked to fitness app
Ralph Lauren is marketing its sporting apparel with mobile app added benefits by announcing that it will release a high-tech workout t-shirt with sensors that measure a number of biometric stats and feed them back to an app. The brand has revealed its PoloTech apparel t-shirts, partnering with a Ralph Lauren app, providing stats similar to the Apple Watch but with added benefits. It is due for release on August 27 and is only available on iOS
The PoloTech t-shirt is made with “second-skin” fabric which has silver fibres woven directly into the fabric and a small, sensor-filled black box sown into the shirt near the rib cage which will track biometric stats such as steps taken, breathing depth, heart rate, and energy exertion.
The technology was previously tested by ball boys at last year’s US Open tennis tournament and top-ranking player, Marcos Giron, wore one of the t-shirts during practice.
Although the thought behind the fitness-based app is already present in many mobile devices as well as most obviously in the Apple Watch. However Ralph Lauren’s mobile app is endeavouring to do something different from the Apple smartwatch, by offering real-time analysis and workout suggestions based on the biometrics the person is showing at the time.
William Hill launches new football campaign
William Hill, the leading online gaming, in-play and pre-match betting provider to UK customers and bookmaker to US, has released an energetic new football campaign ‘Take Control’. The new look campaign, consisting of three 30 second TV adverts, will be executed through the line – across social media, online and retail display, radio and press. The TV campaign reflects William Hill’s dedication to innovation and enriching their customers’ betting experience.
The first TV advert showcasing In-Play betting aired on Sunday 23rd August at 1.20pm – just before the kick-off of the game between West Bromwich Albion and Chelsea, and will be followed by two more spots, focusing on William Hill’s “Priority Access card” and its “cash in my bet” option in September and October respectively.
The ad is a frenzied mixture of football, cartoon explosions and aggressive cut-away scenes merged with an electro dance sound track by Knife Party, which makes for depleting viewing and also features The Senet Group‘s ‘When The Fun Stops, Stop’ message on the end frame to remind and educate people about the risks of gambling and how to stay in control.
Pete Spiers, Head of Campaigns at William Hill, said “Our enhanced In-play betting, Priority Access Card and Cash In My Bet products offer our customers the ability to ‘Take Control’ of their daily digest of live football” he continued, “These innovative products, coupled with the impending launch of our next-generation web-platform, will allow our customers to enjoy the ultimate betting experience”.
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