GSTV PARTNERS UP WITH CHEDDAR

BY: ALEX WEPRIN, MEDIAPOST

Cheddar, the “post-cable” news network, is making the jump to the gas pump. The company will now provide content to GSTV, which programs content to screens at more than 18,000 gas station pumps across the country.

Under the terms of the deal, Cheddar will provide new segments to GSTV. The segments will be about 20 seconds long and focus on topics like technology and entrepreneurship. They will rotate in and out a couple of times per day to keep them fresh.

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BIG SPACESHIP'S VICTOR PINEIRO SHARES INSIGHT

BY TANYA DUA, BUSINESS INSIDER

With more than 400 million users lapping up content on Instagram Stories daily, the format has become hard to ignore for advertisers. And now they're getting savvier about using the nascent platform, hoping to avoid burning their media budgets on lousy ads.

The likes of Cisco, Smirnoff, Budweiser, and Benefit Cosmetics are using Instagram Stories as a testing ground for ads. Specifically, they have been publishing organic Instagram Stories or making small bets on sponsored ads, seeing which ones users respond to, and then dialling up the dollars on the most effective ads.

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TOMBRAS GROUP TAKES ON NEW HIGHWAY SAFETY CAMPAIGN

BY THE DRUM, AGENCY SPY, LITTLE BLACK BOOK

This is the first narrative from the White House/NHTSA on the subject of drugged driving. In context of the wider national and international conversations (Canada) on marijuana legalization, this is the only public messaging from the US govt. to date.

The new safety campaign will, for the first time, build on national efforts to combat the emerging trend of drug-impaired driving with campaign messaging: 'If You Feel Different, You Drive Different. Drive High, Get a DUI.'

WORKINPROGRESS AND KIT KAT INTRODUCE GREEN TEA MATCHA

BY OLIVER MCTEER, CAMPAIGN US

A 360 degrees YouTube campaign by Kit Kat has had a video completion rate more than double the platform’s average ad.

"Zen Break," created in partnership with WorkInProgress, delivered a 35 percent lift in consideration and 100 percent lift in ad recall. It's garnered more than six million views.

The campaign pushed Kit Kat’s new Matcha Green Tea bar. The product enjoyed huge success in Asia, prompting Nestle Canada to bring the product to its own market.

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REDPEPPER TEACHES ROBOT TO FIND WALDO

BY ERIK OSTER, ADWEEK

Even artificial intelligence can’t resist Where’s Waldo.

Nashville and Atlanta-based agency redpepper programmed a robot to find the ubiquitous-yet-elusive stripe-clad bespectacled world traveler.

Using AutoML, it took approximately a week for Matt Reed, creative technologist at redpepper’s innovation lab, to program the “There’s Waldo” robot to scan pages and find Waldo. According to a press release, Reed had never used the program before the project.

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CO-FOUNDER ZACH BLUME SHARES PORTAL A BEGINNINGS

By Zach Blume, Ad Age

If I knew then what I know now, I'd tell myself, "Breaking through takes time – it's a function of willpower and perseverance."

At Portal A, we're lucky to work with some of the biggest brands and most exciting talent in the world to create videos that are seen by millions of viewers. We have a team of 50 amazing employees based in our offices in San Francisco and Los Angeles. And we've become one of the leading branded and original content companies in the digital space.

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HP and Giant Spoon Launch Video Series for Gamers

BY KERRY FLYNN, DIGIDAY

HP has been entrenched in esports through its products for gamers such as PCs with powerful graphics cards, comfortable keyboards and fast-response mice. But recently, the hardware maker has expanded its esports investments by creating long-form video content for gamers.

On Aug. 1, OMEN by HP, the company’s gaming division, launched a video titled “Good Game, Well Played” that profiles top competitive gamers. In the first episode, available on YouTube and on Facebook Watch, competitive League of Legends player Vincent Wang, also known as Biofrost, talks with esports reporter Travis Gafford about his personal and professional life and separately talks gameplay with Amine Issa, co-creator of performance improvement platform Mobalytics.

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WHITE WINE EMOJI CAMPAIGN LAUNCHES

BY MUSE, ADWEEK, ADAGE, SF EGOTIST

Kendall-Jackson, along with their agency, The Engine is Red, has announced efforts to generate support for the creation of the White Wine Emoji. They’ve actually submitted a proposal for the creation of a White Wine Emoji to the Unicode Consortium.

“This campaign is an expression the deep love of wine and wine culture that is shared by Kendall-Jackson and the many wineries we’re partnering with,” said Chris Denny, co-founder and president, The Engine is Red. “This is a fun way for them to connect with their tribe, millions of people out there who are craving the white wine emoji.”

 

 

AGENCY EXPERTS WEIGH IN ON THE PERFECT CLIENT BRIEF

BY OLIVER MCATEER, CAMPAIGN US

The perfect client brief is a clear statement of the business problem that needs solving. The perfect client brief is in-person. The perfect client brief is co-written. The perfect client brief has a numerical KPI. The perfect client brief is small. The perfect client brief is more than just a piece of paper.

The perfect client brief is all of these. And about one hundred other things.

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FIRE YOUR AOR, HIRE SPECIALISTS INSTEAD

BY NATE HOUGHTELING, ADWEEK

Not long ago, an agency of record (AOR) was the centerpiece of a successful advertising strategy. To execute an approach that included television, radio, print, outdoor and digital, a brand needed a single agency to conduct the orchestra. The general formula for these firms was simple and effective: Start with a big idea, articulate it in a TV spot and then let the message cascade down to everything other medium. Otherwise there would be chaos, right?

But over the last decade, the conditions that gave rise to the AOR have shifted. The gulf between what worked on traditional versus digital platforms widened dramatically. The digital landscape also splintered into dozens of self-contained platforms, each with its own audience preferences and language. Native content driven by digital stars is outperforming interruptive commercials. And it’s not that close.

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PORTAL A TEAMS UP WITH CREATORS FOR ABBA HOMAGE VIDEO

BY SHANNON MILLER, ADWEEK

Any shot-for-shot remake requires patience, commitment to detail and a respect for the original content. With this understanding, Universal Studios joined forces with content studio Portal A to create a gently modernized homage to an iconic ABBA music video, just in time for the July 20 theatrical release of Mamma Mia: Here We Go Again.

The creative team-up tapped two of YouTube’s popular creative pairs—The Merrell Twins and musical duo Superfruit—to recreate Abba’s 1975 music video for “Mamma Mia.” Aside from a few bolder fashion choices, some updated instruments and some slightly smoother dance moves, the remake maintains the simple, clean imagery and many of the charmingly awkward movements of the original. 

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GIANT SPOON LAUNCHES LOLA CAMPAIGN

THE DRUM, CREATIVE WORKS FEATURE

Lola launched Sex by Lola recently, and to help get the word out about its products, which include condoms, lubricants and wipes, it created a hotline, dubbed, ‘Let’s Talk About It,’ accompanied by a phone booth and mural in Brooklyn.

The national hotline shares candid, honest conversations about sex from celebrities and influencers, helping drive a conversation around a topic that can be a bit touchy. With ‘Let’s Talk About It,’ the brand hopes to further this mission by encouraging honest conversations about sex.

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AD AGENCIES ARE MAKING AUGMENTED REALITY A PRIORITY

BY TANYA DUA, BUSINESS INSIDER

This week, Facebook announced that augmented reality ads would now be making their way into people's News Feeds.

With both Facebook and Snap making AR ads an increasing priority, ad agencies have started cranking up their efforts to master the format and are scrambling to figure out where it fits in the digital advertising landscape.

Currently, agencies including BBDO, OMD, Wavemaker, Glow and Avatarlabs are trying everything from building dedicated AR teams, to conducting internal demos, to dedicated Slack channels focused on AR ad craft. Some are even hosting happy hours to get employees and clients better acquainted with AR concepts.

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37.5 AND WORKINPROGRESS LAUNCH "DOPE WITH THIS"

BY THE DRUM, ADAGE, ADWEEK, CAMPAIGN

On the spectrum of no-nos in sports, and especially cycling, doping shoots off the chart, as evidenced by the sheer number of asterisks next to disgraced Tour de France champions. As the venerable cycling race meanders through the country, 37.5 launched “Dope With This,” a kit that references the phenomenon of illegal doping—but won’t break any laws or race rules.

“Given that doping has played a key role in sports over the last 50 years, particularly cycling, we figured the best way to get cyclists’ attention was to give them what they want: a legal way to dope,” said Andrew Lincoln, a creative leader and co-founder at Work In Progress. “We’re using the tried and true ‘first taste is free’ approach.”

 

KRYSTAL AND THE TOMBRAS GROUP INTRODUCE #SQUARETALK

BY LARISSA FAW, MEDIAPOST

The Krystal Company, the southern fast food chain known for its White Castle-like square hamburgers, is launching the first work created under the brand’s new CMO Dominic Losacco, with new AOR, Knoxville-based The Tombras Group.

Krystal’s #SquareTalk campaign is designed with a heavy emphasis on digital and social.

One TV spot features a talking piñata to promote Krystal’s new pimento cheese bites. A second spot, “Pool Party”, supports Krystal’s party pack, which includes 24 shareable burgers in a single box. 

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SONY PAIRS WITH BIG SPACESHIP

BY ERIK OSTER, ADWEEK

Sony Corporation of America selected Brooklyn-based Big Spaceship as its brand and creative agency partner to promote its master brand, following a review. It’s unclear if incumbent Tracey Locke participated in the review.

“We needed to find a partner who could help us create a cohesive and culturally relevant presence that reflects how consumers communicate and engage with Sony,” Sony svp, marketing Steven Fuld said in a statement. “Sony has redefined its brand marketing approach with a clearly defined brand target and a marketing-technology stack capable of identifying and reaching them. Big Spaceship’s ability to understand and connect with real people, with relevant content, is exactly what we need to emotionally move our target.”

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THOUGHT LEADERSHIP: HUBLESS CITY MARKETER TIPS

BY CHRIS DENNY, SMARTBRIEFS

Tourism bureaus, chambers of commerce, joint power authorities and other groups promoting tourism in cities with regional airports have unique challenges in attracting tourists, compared to larger hubs. The math is simple, with less tax revenue to power their outward communication, regional markets need to act much more nimbly when advertising.

The question is, of the thousands of options available to travel and tourism marketers, what methods are the most effective?

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MASSMUTUAL KICKS OFF PRIDE CAMPAIGN WITH GIANT SPOON

BY TANYA GAZDICK, MEDIAPOST

MassMutual is launching a Pride 2018 campaign that drives home the company’s year-round focus.

The Pride campaign is part of the brand’s existing "Acts of Mutuality" messaging, in which “great things happen when we stand together,” and invites the larger community to participate and stand together during Pride Month.

The financial services company is partnering with Giant Spoon to launch the effort, which includes a 30-second “hero video” that talks about how “we are all a piece of a community. And when those pieces come together, we become something greater.”

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PORTAL A'S ZACH BLUME ON VIDEO CREATORS

BY KERRY FLYNN, DIGIDAY 

On the first morning of VidCon, about 100 marketing industry people assembled in a room in the Anaheim Convention Center to learn about the business of being a creator today. To one panelist, a solution for the hundreds of creators wandering the floors below lies in blockchain technology.

“The power is not on an arbitrary decision-maker,” said Jake Branzburg, head of marketing at YouNow. “On YouTube, Facebook, Twitter, [creators] can be demonetized overnight. [The benefits go to] content creators, developers, and frankly, the users that are supporting them.”

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THOUGHT LEADERSHIP: BRANDS NEED TO BE PREPARED FOR SUMMER CHALLENGES

BY SEAN MCCAFFREY, MEDIAPOST

As the penetration of mobile devices reaches near saturation in America, quantitative data alone becomes an inadequate guide as to how to target consumers when and where they have intent to purchase. Advertisers seek newer media formats for reaching consumers, with a renewed emphasis on qualitative data. 

With sea change about in data use and media decisions, reaching the right consumer in the right context at the right time is still paramount to driving real business growth.

Some of those new media have actually been hiding in plain sight, among them video advertising at fuel stations and, particularly so, in summer. 

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