This week in Digital Bytes: Dunkin’ Donuts and Airbnb launch innovative campaigns using Google search terms; Apple launches its iPhone 6s video campaign; and YouTube’s profile build campaign gets underway.
Dunkin’ Donuts and Airbnb’s Innovative Campaign
With New York Advertising Week in progress, Times Square is packed with creative minds from all over the world, examining and discussing the work on display.
Dunkin’ Donuts and Airbnb have partnered with Google Maps to launch new advertising campaigns for Times Square taking advantage of the opportunity with advertising campaigns aimed at visitors from outside the city to help them find their way (and their coffee) in the shortest possible time, by linking their searches and ads to Google Maps. Dunkin’ Donuts’ ‘timetocoffee.com’, takes a user’s location data in relation to the nearest Dunkin’ Donuts in Time Square and the current wait times at each to ascertain which outlet will provide the quickest coffee to the user.
Remarkably the campaign also works with Google to direct users looking for coffee to the nearest Dunkin’ Donuts. A Google search for “coffee near me” on Google Maps or in Google Search on mobile will yield an ad saying “Find the fastest coffee” and by clicking on it, users are redirected to Google Maps which then uses the timetocoffee.com model to recommend the best Dunkin’ Donut to stop by.
Meanwhile, Airbnb also created an advertising campaign that uses Google search called “Hosted Walks” that will direct visitors to hidden gems in New York rather than the mainstream tourist offerings. When a user searches for tourist destinations around Times Square or inputs their tourist destinations into Google Maps, an ad will show up encouraging them to see New York like a local. Clicking on the ad takes them to Google Maps which uses their location to create a route for them to explore the hidden gems in the city.
Apple’s IPhone 6s Campaign Launch
Apple’s marketing for the iPhone 6s and 6s Plus has been its most successful to date after it revealed that sales for the new phones were the highest in its history. Apple announced that it has sold more than 13m of its new phones in the three days, which is approximately 3,000 units per second since its US launch, setting a new record for the Silicon Valley giant.
The advertising campaign for the iPhone 6s featured actor Bill Hader and pop singer Selena Gomez amongst a series of ordinary people showcasing the new phone’s capabilities. The ad is titled ‘The only thing that’s changed…’ and goes on to list the major upgrades in the latest phone such as 4k filming and 3D touch before concluding with “The only thing that’s changed is everything”.
Although Apple uses music celebrities to advertise its music offerings, the ad for the iPhone 6s is the first in which the company has used celebrities to advertise its phones. In the ad, Gomez shows off the new screen flash which enhances selfies on the phone while Hader shows off the enhanced Siri commands.
Apple CEO, Tim Cook, said sales have been “phenomenal, blowing past any previous first weekend sales results in Apple’s history”. He added that customer feedback has been “incredible and they are loving 3D Touch and Live Photos, and we can’t wait to bring iPhone 6s and iPhone 6s Plus to customers in even more countries on October 9”.
YouTube’s Profile Build Campaign
YouTube has started an ad campaign to put the spotlight on two up-and-coming UK channels SORTEDfood and Copa90. The campaign will run through video and mobile ads on partner websites including ITV, Channel 4, BT Sport, Time Out and the Guardian and Google properties.
Expanding upon last year’s campaign which solidified the likes of Zoella, VICE News and the SlowMoGuys as commonly recognised names, YouTube will look to boost subscriptions to the channels, while likewise underlining the platform as the home of diverse content.
Rich Waterworth, head of marketing EMEA at YouTube, said: “We’re host to a very diverse group of people and voices, but YouTube creators are unified by authenticity and their ability to connect with their fans in an honest and personal way. The creators in this campaign are shining examples of just such authenticity and creativity.
“Stimulated by food and football respectively, SORTEDfood and Copa90 breathe new life into these Great British passions, creating content that moves millions to subscribe to their channels and tune in week-on-week.” Ads will also appear on Silicon Roundabout in Old Street, London and digital billboard and tube station placements, including Waterloo and Liverpool Street Stations.
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