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Digital Digest #281: The Limit Does Not Exist

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Caitlin Stewart, Jill PastirikRob Small, Emily Miller and Matt Beck.

There’s engaging your audiences, and then there’s engaging them. With the surging popularity of live content and creation of immersive realities, it feels like we’re inching ever closer to the Holodeck (For you non-nerds: the fictional virtual reality facility in Star Trek). While the new normal of digital engagement means that there have never been more opportunities for brands to interact closely and in real-time with their fans, the stakes have never been higher. The only thing worse than your message falling flat with audiences, is your message falling flat in virtual reality. From the Poké-hysteria (we couldn’t help ourselves) to a VR pop-up store in space, this week we take a look at brands venturing beyond the final frontiers of online engagement.

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July 15, 2016 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #280: Like for Like

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Emily Miller, Jill PastirikRob Small, Lara Tutton and Angelica Meigs.

It’s Saturday morning and you’re lazing around the house. You’ve washed the dishes and powered through eight episodes of Scandal, so it’s definitely time for a break – cue Instagram. As soon as you begin flipping through your feed, the FOMO starts to set in. John vacationing, cruising down Highway 1, Sarah sipping Chardonnay on the coolest patio in town. All of a sudden you’re thinking: I’m not doing anything Instagrammable right now. According to Urban Dictionary, “Instagrammable” refers to a picture or video that’s worth sharing on – you guessed it – Instagram. It means thumb-stopping, high-quality photos and videos of interesting and in many cases, covetable experiences. So how do brands gain exposure on this buzzed-about platform (and target millennials while they’re at it)? As this week’s Digital Digest illustrates, it’s all about creating Instagrammable moments that Instagrammers just can’t resist posting.

Skittles: sweeter than ever
Pride month is a great opportunity for brands to show their support for the LGBT community. Skittles, no stranger to fun and usually colourful campaigns, took an ironic and creative approach to pride by donating its cherished rainbow colours to London, England’s Pride celebration. Launching with an open letter addressed to London’s LGBT community, Skittles “Give the rainbow, Taste the rainbow” campaign used a simple, animated video to create pre-event buzz on Twitter and Instagram, encouraging audiences to use the hashtags #OneRainbow and #PrideLondon. But Skittles didn’t stop there. The brand joined the Pride parade festivities, appearing in an all-white float, handing out limited-edition all-white bags (with black lettering) containing colourless skittles. Skittles utilized social and paid media, experiential marketing and very creative thinking to set their Pride campaign apart. On top of this, they also created highly Instagrammable moments, with their limited edition packaging and dramatic Pride float, resulting in a very successful campaign. [AdWeek] Mars/Wrigley, mentioned in this article, is an Edelman client.

Tall, dark and steaming hot
If you’re like us, coffee is a crucial part of your daily routine and you know a great cup of Joe when you taste one. Well, now you can appreciate a great cup of coffee when you see one. The Italian coffee brand, Lavazza, stirred up a new campaign at this year’s Wimbledon Championships by offering fans the chance to post selfies unlike anything we’ve ever seen on Instagram. We know what you’re thinking…selfies and Instagram? Revolutionary. But Lavazza used new printing technology and their java machine (better known as The Ripple Maker) to draw 3D images of athlete’s selfies on the foam atop cappuccinos and lattés. Instagrammable? Most definitely. By enabling fans to take their Insta game up a notch, Lavazza’s social-by-design campaign earned them thousands of impressions on Instagram. Game, set, match. [MashableLavazza, mentioned in this article, is a competitor to Edelman client, Starbucks.

Designed for the double-tap
Whether it’s an impossibly well-plated meal at a downtown restaurant, an adorable snap of a newborn puppy, or a panoramic shot of the Coliseum from our latest vacation, some subjects are undeniably Instagrammable, especially for millennials. Hotel chains have picked up on this, and are now capitalizing on our tendency to post these pics, by adding highly Instagrammable design elements to their suites and common areas. In an attempt to compete with Airbnb and capture the attention of millennial consumers, these chains have realized the value of Instagram, especially when it comes to the realm of travel and hospitality. Take for instance the Moxy Nola, Marriott’s millennial-targeted New Orleans hotel. They clearly know their audience, with throw pillows that read “Treat yo self” and “I woke up like this”, whimsical rotary phones and of course, the dearly beloved donut-shaped pool floaties. As hotels adapt to a social-media savvy generation, they’re becoming more and more inventive and authentic when it comes to interior design, a refreshing change for travellers who appreciate that double-tap. [Ad Week]. Marriott, Radisson, Westin and 21c Museum Hotels are all competitors to Edelman client, Hilton.

Tech Updates:

Edelman Canada’s Digital Digest is a weekly bundle of links, served up on Edelman Canada’s Our Ideas blog. It’s also available by email. If you know someone who would like to be added to the mailing list, have any questions or just want to share some thoughts on anything you read here, email me. Let’s get a conversation going.

July 7, 2016 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #279: Long Weekend

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Charlotte Macgregor, Rob Small, Caitlin Stewart and Lara Tutton.

Not sure about you, but we’re excited for summer. We’ve been excited since November, to be honest. This year, there’s a lot to celebrate: Euro Cup, Pride Month, the Rio Olympics, patios…even baseball is jumping in! And what better way to generate buzz than to capitalize on the hottest months of the summer: and we don’t mean temperature. The Olympics will bring the world together, MLB will *finally* jump on the engagement bandwagon, and Jack Daniels might just take you around the world on an extraordinary adventure (which we can’t say no to when it’s this gorgeous out!). So this week, grab your sunscreen and aviators, because this summer’s going to be a scorcher.
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June 30, 2016 by in Digital Digest, Edelman culture, Opinions, Our Ideas | 0 comments

Digital Digest #278: The Other Guys

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Charlotte MacgregorRob Small, Jillian Pastirik and Erin Collett.

No matter what, there are always groups on the outside looking in. In marketing, we don’t typically pay much attention to those guys. But what happens when all that changes and the outsiders are the cool kids on the block? This week’s Digital Digest looks at marketing campaigns that caters to the outsiders. Whether it’s breaking the impenetrable Reddit community, praising Nike’s homage to Cavs fans or getting dudes to drink fruity cocktails – we’ve got you covered.
Highway to the danger zone
Reddit has always been a dangerous place for marketers. It is impossibly deep; a place on the Internet where there truly is something for everyone. But it has also repelled corporate reach and brands while the rest of the Internet, specifically content aggregators, are coming to rely on it. The most vocal of Reddit’s 51 million users are staunchly anti-brand. However, in January,  Reddit began building an ad tech platform to entice brands to flock to the platform. While there have been many failed attempts by brands to engage Redditors, particularly by way of AMAs, some brands—like eBay and their Star Wars campaign—are finally starting to get it right. Getting it right on Reddit requires an understanding of how the communities work and how users respond to content on the site. While Reddit might be a tough community to crack, it’s integral that brands learn how to navigate the “front page of the Internet”. Why? Well, as a Coca-Cola executive put it, campaigns good or bad will end up on the site one way or another. [AdWeekCoca-Cola, mentioned in this article, is a competitor to Edelman client, Pepsi. Procter & Gamble, mentioned in this article, is a competitor to Edelman client, Unilever. EBay, mentioned in this article, is an Edelman client. 

I’ve got chills, they’re multiplying
And you will too after watching this clip. To celebrate the end of a nearly fifty year drought as NBA champs—nay, a fifty year championship drought for Cleveland professional sports—Nike put together a seriously heartwarming tribute to the fans who have stood behind the Cavaliers, patiently waiting for this moment. The clip runs with a similar theme that Nike often plays up – the emotional, pump-up background music, mixed with fast paced clips of athletes, but this one just feels different (or so we think). Instead of featuring the Cavs themselves, the video is almost only fans, sitting on the edge of their seats, wishing and hoping their underdog team rises above when it counts. And of course, it shows the celebration alongside the players; speechless and teary-eyed as their team is crowned NBA champions. The clip, titled “Worth the Wait”, is a seemingly perfect tribute to the loyal fans of Cleveland – and a strategic move on Nike’s behalf, as it recognizes the potential for an emerging market in the NBA. What’s more, the video shows that Nike can remind brands to never forget the little guy – if these fans are so loyal to their team, consider how loyal they might be to a brand that recognizes their victories. [AdWeek]

TGIF – Thank god it’s fruity
It’s Friday night and you’re looking for some fun. For a lot of people, this includes hanging out with your friends and enjoying a favourable alcoholic beverage. Whether this is a cold beer or a glass of Pinot, everyone deserves to treat themselves. But what if you’re a macho man who really wants a blue Hawaiian? You can’t possibly order that! Your friends would laugh you out of the bar – that drink is forgirls. Well, Stoli wants to turn this around for those guys who really just want a fruity cocktail because – TGIF, baby. In their latest campaign, they hope to break millennial men away from the harsh stigma that manly men only drink beer or whiskey. You should #DrinkWhatYouWant, no matter your gender. The hashtag connects men all over the world who are truly living out their cosmo-drinking dreams. The easy-going videos are shareable and relatable, allowing men around the world to laugh together in unison at those other guys stuck with a whiskey on the rocks. Move over ladies, this vodka commercial is #FTB (for the boys…duh). [AdWeekStoli, mentioned in this article, is a competitor to Edelman client, Corby.

Tech Updates

  • Adobe invests in stock imagery, VR support for Creative Cloud [Adobe, mentioned in this article, is an Edelman client].
  • Facebook signs deal with media companies, celebrities for Facebook live [RBC, mentioned in this article, is a competitor to Edelman client, Scotiabank].
  • Facebook adds more tools for branded content in instant articles

Edelman Canada’s Digital Digest is a weekly bundle of links, served up on Edelman Canada’s Our Ideas blog. It’s also available by email. If you know someone who would like to be added to the mailing list, have any questions or just want to share some thoughts on anything you read here, email me. Let’s get a conversation going. 

For more articles, visit: http://www.edelman.ca/category/our-ideas/digital-digest//

June 24, 2016 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #277: Reality Check

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Matt Beck, Sarah BotrosCharlotte Macgregor, Rob Small, and Erin Collett.

There’s more to life than buying things (although you wouldn’t be able to tell from looking at our bank accounts). When we think of ads and marketing campaigns, we often think about selling tangible products (we’re looking at you, Apple) or sales conversions but this week’s Digital Digest looks at campaigns that bring much-deserved attention to social issues. From water riddled with bacteria to using VR to evoke empathy for debilitating diseases, and Donald Trump becoming increasingly close to becoming the next president (not that he needs any more attention, but he is a problem), these campaigns remind us of things we take for granted.

Murky waters ahead

We’ve all seen those incredible, moving campaigns where a woman is holding a water canister over her head, walking long distances to retrieve water that she’ll likely have to treat once she returns to her village, only to do the three mile trek again the next day. We get touched and maybe a tad emotional. But as with everything we experience online, the feeling is short-lived and we quickly forget that we are lucky to go about our days without another thought to disrupt our carefree lifestyles in the western world. Not only do we not even think twice about the water coming out of our taps, we waste a lot of it. So why in the world were we so disgusted when Buzzfeed released their usually amazing Tasty videos, featuring murky, polluted water? In an attempt to shock their viewers, they did just that. As we happily scroll through our feeds, mouths watering at another chocolate almond braid ormozzarella-stuffed meatballs, we stop and think that we are part of a unique population that has it quite easy. If these videos were trying to highlight this disruption as a #firstworldproblem, we think they’ve succeeded. [AdWeek]

Welcome to Canada, eh

With a certain Republication candidate inching closer to US presidency, an increasing number of Americans are publically announcing their desire to pack up and move to Canada. Can’t exactly blame them. Air Canada recently capitalized on this growing sentiment by calling out celebs planning their move and responding to their tweets with playful videos. The customized video responses to stars like Lena Dunham and Raven-Symone recommend that before they go all in and book a one way ticket, they should #TestDriveCanada first. The videos were personalized to each celebrity, and found unique connections to Canada for each American looking to move north. By keeping a pulse on online trends and patterns, Air Canada jumped in at the exact right moment, accurately predicting the next spike in “I’m moving to Canada” activity (*cough* the California primary). They were then ready with a full production team to respond with more than just a simple tweet. Elevating real-time social responses with a full suite of creative services is a knock-out way to get notoriety, and in this case, Air Canada managed to weave in their offering – not a bad bonus. [Ad Week] Air Canada is a competitor to Edelman client United Airlines. Tim Horton’s is a competitor to Edelman client Starbucks.

Walk a mile in their shoes

Ever wondered what it would be like to live as someone else for the day? How about performing a few seemingly simple tasks with a degenerative disease, like Alzheimer’s? With VR experiences popping up for fun activities like skydiving, racecar driving and traveling to exotic places, these U.K. charities decided to jump in on the trend on a more serious note, to show users what it would be like to live for a day with a few added challenges. Alzheimer’s Research U.K. launched “A Walk Through Dementia”, leading the user through symptoms of the disease beyond memory loss (and drawing more than 25,000 visits to the site during the first week), while Samaritans – a 24-hour helpline – leveraged its latest campaign #WeListen to launch an interactive 360 video to demonstrate the difference between listening and hearing. Whether it’s sensory overload for a child with autism, the overwhelming fear of not being able to complete the task at hand or needing a friend to listen when it matters, 360 video and VR are both helping to bridge the gap between people all over the world, leveraging a traditionally happy-go-lucky digital experience to promote empathy, engagement and understanding. [DigiDay] Honda, mentioned in this article, is a competitor to Edelman client VW Group. Samsung is an Edelman client.

Tech Updates:

Edelman Canada’s Digital Digest is a weekly bundle of links, served up on Edelman Canada’s Our Ideas blog. It’s also available by email. If you know someone who would like to be added to the mailing list, have any questions or just want to share some thoughts on anything you read here, email me. Let’s get a conversation going. 

For more articles, visit: http://www.edelman.ca/category/our-ideas/digital-digest//

June 17, 2016 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #276: #ThatSocialLife

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Charlotte MacgregorJill PastirikRob Small, Emily Miller and Erin Collett.

It’s Social Media Week in Toronto and while it’s already clear how much Canadians have embraced it, social media is an ever-changing landscape. This week, the conference shares ideas and insights into how social media affects us. Hmm…sounds like something we’d be interested in! This week’s Digital Digest focuses on well, digital; social media, to be precise. This world is so engrained in our minds, it was time we took a step back and observed the true genius of those doing it best.

The secret life of emojis
Whether you’re a zealous user of the pizza slice or the notorious dancing lady, chances are you have one or two favourite emojis that you use in conversation on a regular basis. If you’ve ever wondered what those little guys are up to when you’re not texting your besties, you’re not alone. Motorola recently debuted a series of short videos envisioning what happens to emojis when a smartphone breaks, ushering this campaign into the Twittersphere. Social media users were invited to tweet their most tragic tales of broken smartphones with the hashtag #ShatteredStories and Motorola responded with custom videos whipped up in their “animation war room,” set up for the campaign. In addition to producing reactive creative content, Motorola also ran promoted tweets and incentivized Twitter users to share their stories by giving away free phones. Designed to promote their latest – the Droid Turbo 2 – and its shatter-proof screen, this campaign’s ingenuity is two-fold: first, the brand recognized the influx of emotions that can result when someone breaks their smartphone screen (for us it’s mostly panic). It aggravates, saddens and sometimes even enrages us, and videos featuring a range of emojis mirror the emotional roller-coaster that can accompany phone-shattering scenarios, thereby extending empathy to the consumer. Second, Motorola took community management to the next level with this campaign, responding to consumers with unique and entertaining content that speaks to each individual. An adorable video featuring a smiley face and the ambulance emoji? We’ll take that over a like or retweet any day. [AdWeek] Motorola, mentioned in this article, is a competitor to Edelman client, Samsung.

This could get awkward
The Internet’s opinion is rarely a good thing. That isn’t to say that some people online don’t share decent opinions, but collectively, things are looking a little glum, and it’s not an overly academic place, either. Take this instance; the UK government sought the Internet’s opinion on naming a new polar research vessel (the Internet did not take this exercise seriously). So we only wonder what will happen now that European cell carrier, Orange, is letting the wise peeps of the Internet decide on the Eiffel Tower’s Euro 2016 colours. The brand will count social media mentions by country and at the end of the day, the most mentions win. Oh, and it’s also projecting the most creative social posts onto the structure. Nothing can go wrong, though, the company states – it will filter the posts. Sure sure. We can only hope that the Germans or Italians don’t catch onto this campaign and take over the Eiffel Tower for a night. [Digital Trends]

Who run the world?
Come on, everyone knows the answer to that one. Moroccanoil’s online video series,#InspiredbyWomen, explores what it means to lead an inspired life as a woman. The series, produced by Bryce Dallas Howard, features six inspiring women: a boxer who rescued over 1,000 abandoned dogs, an entrepreneur who created organic products that extend shelf life and more. The videos were viewed five million times in their first year(!), with very little paid promotion behind them (which is a bit of a missed opportunity in our eyes – as Moroccanoil fans and customers, we hadn’t even heard of this series, an easy fix with a few advertising dollars). The latest video, featuring Georgina Chapman, was unveiled last week and viewers could follow the launch on Snapchat and Twitter. The challenge the Morrocanoil is facing with this series is one we’ve all struggled with at some point: maintaining a level of authenticity while raising brand awareness. The brand recognizes that these shouldn’t feel like a Moroccanoil ad, but rather embody brand values to connect with its consumers. When opening up the conversation on social media, brands need to ensure their content and spokespeople are a good fit. The company was founded by a woman who realized what argan oil could do to repair her hair, post-colouring disaster (we’ve all been there) – so the campaign aims to stay closely aligned with the brand’s entrepreneurial origins. As a bonus, it’s refreshing to see a campaign celebrating women for what they’re doing and not for what they look like or what they’re wearing. [Digiday] Dove, mentioned in this article, is an Edelman client.

Do it for the ‘Gram
We’ve said it before and we’ll say it again: sometimes the best publicity is the kind that comes for free, directly from the brands biggest advocates themselves –loyal consumers. And while it might not always seem totally worth it (see: red cup incident of xmas ’15), Starbucks has a mysterious way of roping its fans in, leading them to post almost incessantly about their experiences with the chain. Ever snapped their incorrect spelling of your name on their iconic green and white cups? Posted a pic of a drink from their secret menu, perhaps? The latest, the #PinkDrink, has recently become a social media phenomenon, causing a frenzy that’s generated almost 100K tags on Instagram and countless more on Twitter. Starbucks might not be putting paid promotion behind this, or even encouraging customers to purchase the drink (in fact, it’s literally not even on the menu), but maybe it’s just that – the hidden appeal – that’s making this drink so popular and bringing free, organic (and in our opinion, invaluable) engagement to the brand. [DigiDay] Starbucks is an Edelman client.

Tech Updates

Edelman Canada’s Digital Digest is a weekly bundle of links, served up on Edelman Canada’s Our Ideas blog. It’s also available by email. If you know someone who would like to be added to the mailing list, have any questions or just want to share some thoughts on anything you read here, email me. Let’s get a conversation going. 

For more articles, visit: http://www.edelman.ca/category/our-ideas/digital-digest//

June 10, 2016 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #275: 100 Days of Summer

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Charlotte Macgregor, Jill Pastirik, Rob Small and Erin Collett.

If you’re looking for us this month, we’ll be out on the patio. Summer is finally here, and we honestly couldn’t be more excited for the heat. And of course, along with the rising mercury come the brands trying to link their brand campaigns to the season – sometimes it works, sometimes it doesn’t. This week, Digital Digest looks at a few that are doing it well, leveraging the summer months to promote the brand and engage their consumers, focusing on what’s popular, what matters, and what really hits home. And when we’re done? See ya at the cottage.

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June 3, 2016 by in Digital Digest, Edelman culture, Opinions, Our Ideas | 0 comments

Digital Digest #273: Over here, guys!

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Charlotte Macgregor, Jill Pastirik, Rob Small and Erin Collett.

Without seeming opportunistic, it can be hard for brands to remind their audience that they’re around – sure, sometimes it works to leverage a moment or holiday, but for the most part, once your time is up, your time is up. As per usual, we found you a few exceptions. Whether it’s sticking around during the months leading up to an annual event or capitalizing on national sentiment, this week, we’re looking at brands who’ve managed to stay top of mind during down time.

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May 20, 2016 by in Digital Digest, Opinions, Our Ideas | 0 comments

Digital Digest #272: Flashback Friday

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Emily Miller, Jill Pastirik, Rob Small, Rachel Bloom and Erin Collett.

This week, we’ve been reminiscing on our time as kids and while it may not be that long ago (for some), the new generation of teens definitely lead completely different lifestyles than we once did. The 90’s and early 00’s, showed emerging trends like MSN Messenger and The Sims. Nowadays, these are makings of the Stone Age. The more recent, cool apps like Instagram, Twitter and Snapchat have all created totally different lifestyles for teens. They have access to so much more information and technology than we could imagine when we were their age. This week’s Digital Digest looks into how brands attempt to get inside the teen mind – a very scary place.

Promposals gone wild
For most (if not all) people reading this, your prom is likely all but a distant memory and the way we found our dates was nothing to write home about. But teens these days are incorporating puppies, flashmobs and personalized Snapchat geofilters, to ask one another to prom. This has made prom a $4 billion industry (yes, you read right – industry). Promposals are more elaborate than most people’s wedding proposals, and now brands want a slice. Most recently, Men’s Wearhouse ran a social media campaign around a self-declared National Promposal Day. They created a Snapchat filter which was used almost one million times. While this may draw a lot of attention to brands in a very simple way, it’s important to remember the reasoning behind the idea. There should be some sort of link to your brand, otherwise, it’s quite possible it could fall flat, just like a bad promposal. [Digiday] Sour Patch Kids (Mondelez), mentioned in this article, is an Edelman client. McDonald’s, mentioned in this article is a competitor to Edelman clients, Yum! Brands and Arby’s.

Botline bling
While teens may have the time and energy to reply to every text in a group message, you’ve already passed that stage. Now you sit in on important meetings about communal office condiments. While these meetings are exhilarating, sometimes you check your phone (don’t worry, we all do sometimes) and it begins: “Have you seen Jane’s maternity photos on Facebook?” one friend texts. “They’re nothing compared to Sally’s wedding Instagram,” another friend chimes in. “Let’s compare over tacos and margaritas?” asks the third. The worst is when they make you laugh out loud when you’re in a not-so-funny meeting – busted. Before you know it, your phone becomes the focus of your meeting as it buzzes and rings with various emojis appearing on the screen with no end in sight. But you’re just too busy arguing the importance of a consistent supply of sriracha sauce to respond to your friends. Enter the Chat Bot Club, an arguably anti-social media tool designed to respond to group messages on your behalf. The bot uses Cisco Spark and IBM Watson to reply in your signature tone and even mimic your emoji-use in messages. So don’t despair, social media-fatigued millennials. Soon you won’t even have to pick up your phone to respond to messages. And really, why should you have to? Tacos and margaritas are a no-brainer. [AOL]

No dollar gets left behind
A few things are certain: the sun will rise, the Kardashians will take selfies and 2016 will welcome a new Call of Duty franchise. It’s pretty impressive that it has continued to stay relevant and popular after all of these years. Despite its success, the game’s developer, Activision, knows the market for these types of games is competitive. Despite CoD already being a household name, Activision is getting its head in the game and recruiting fans where they know they already are: behind their screens, whether mobile or desktop (optimal gaming, ya know?) Its launching activations on Facebook messenger using chatbot Lt. Reyes to help gamers find clues. Activision knows that you need to engage your fans regularly and not just ride the coattails of success from years past. It’s important to adapt as your audience does and it turns out, you can teach an old dog new tricks. [Digiday] Activision, mentioned in this article, is an Edelman client.

Tech Updates:

Edelman Canada’s Digital Digest is a weekly bundle of links, served up on Edelman Canada’s Our Ideas blog. It’s also available by email. If you know someone who would like to be added to the mailing list, have any questions or just want to share some thoughts on anything you read here, email me. Let’s get a conversation going. 

For more articles, visit: http://www.edelman.ca/category/our-ideas/digital-digest//

May 13, 2016 by in Digital Digest | 0 comments

Digital Digest #271: When LOL means “lots of love”

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Rachel Bloom, Emily Miller, Jill Pastirik and Rob Small.

With Mother’s Day coming up this weekend, let’s be frank. One day a year is not enough time to thank Mom for everything she does. From the very beginning, she puts up with us as stubborn toddlers who relentlessly beg for a second bedtime story. As we grow, she continues to love us, even when our teenage mood swings and desire to appear adult-like prevent us from acknowledging her publically. As we become adults, Mom continues to be there for us – even if this means sending us unintentionally aggressive all-caps texts, or her frequent misusage of the shocked emoji in emails. Not only does Mom deserve breakfast in bed this Sunday, she also deserves help with all the things that come with being a mother. Whether it’s an app that allows her to keep her promise of a bedtime story while she’s away on business, or a Snapchat story that showcases her alma mater so she doesn’t risk being the embarrassing helicopter parent on the campus tour, the newest digital trends are all about making life easier for Mom. Read more »

May 6, 2016 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #268: Baby Got Brands

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Charlotte MacgregorJill PastirikRob Small, Matt Beck and Erin Collett.

Because of short attention spans, consumers these days change brands like they change their socks. People are constantly switching their interests and attention, without giving brand loyalty much thought. This ongoing shift has caught the attention of certain companies and as they try to keep up, we have to stop and admire some of their tactics. By maintaining the same ideals and culture as when they first launched, brands of all kinds are changing up their marketing strategy and outreach to keep up with the times. Luxury brands are popping up on Snapchat, chatbots (what?) are delivering you the news, lyrics on a Coke can – these are just some of the things companies are doing to keep up with their ever-evolving consumer. This week’s Digital Digest explores the idea that brands can look different but deep down, remain the same.

Blink and you miss it
The discover section on Snapchat is filled with its usual publishers – Mashable, Buzzfeed, Vice – but you may have noticed a recent paid placement by Sony to support the launch of Spectre, the latest Bond flick. Missed it? No problem. Here’s another, for those less action-movie-inclined: Burberry managed to score a sweet spot as the first luxury fashion house to sponsor an entire channel through Snapchat. Their paid placement, live for 24 hours, featured a collection of sponsored articles, exclusive videos and interviews to support the launch of Mr. Burberry, the brand’s newest men’s fragrance. Want tips on how to wear the right fragrance, select a good suit, or perfect your morning routine? Burberry’s got you covered – they even threw in a behind-the-scenes film showing the making of the Mr. B. When it comes to haute-couture, Burberry has proven its worth as a digital powerhouse. It’s adapting to 2016 just fine, and doing so without losing its fundamental appeal – or in its own words, combining heritage status with innovation. And really, who couldn’t use a bit more Burberry plaid on social media these days? [DigiDay]

Say it with a song
You know when you can’t quite find the words (or emoji) that you need to express your emotions? So does Coke, which is why it wants to give you a hand. Followed by the massive success of the name generator extravaganza the “Share a Coke and a Song” campaign will include music lyrics to make your Coke experience an emotional one. There will be more than 70 lyrics on its cans and bottles, everything from “Lean on me” to “We are the champions.” With declining soda sales, Coke is trying to be a part of the special events in your life. Similar to the name generator, you can also go online and pick from a list of lyrics and customize bottles. Whether consumers end up drinking the pop or not, we definitely see them having a lot of fun with this campaign. Whether you’re going through a break up, getting married, having a rough day or having a baby, Coke wants you to grab a can to commemorate (or get you through) the experience – and if nothing else, get you talking about their brand. [Buzzfeed] Coca-Cola and Spotify, mentioned in this article are competitors to Edelman clients, PepsiCo and Pandora, respectively.  

Who needs friends…
…when you can talk to an app? This is apparently the mentality of most people these days (and that of most news publishers, it seems). The integration of chatbots (computer programs that simulate conversations with human users) into messaging apps appears to be the next great frontier, especially since services such as Kik and Facebook Messenger are always trying to find a way to monetize. The Washington Post is trying to integrate news into these social platforms and it’s definitely ruling out “texting people a banner ad.” Because chatbots deliver news through social media, the Post sees this as a way to develop personal connections with its readers. Brands should be especially happy with this development, since a challenge with traditional media (newspapers, especially) has been that it can be hard to build a personal connection with your audience. With outlets aiming to deliver news in more personal ways, the chatbot offers brands a personalized way to reach their audience through reputable publishers and everyday platforms. [Digiday] Microsoft, mentioned in this article, is an Edelman client.

Tech Updates

Edelman Canada’s Digital Digest is a weekly bundle of links, served up on Edelman Canada’s Our Ideas blog. It’s also available by email. If you know someone who would like to be added to the mailing list, have any questions or just want to share some thoughts on anything you read here, email me. Let’s get a conversation going. 

For more articles, visit: http://www.edelman.ca/category/our-ideas/digital-digest//

April 8, 2016 by in Digital Digest | 0 comments

Digital Digest #267: Working for the Weekend

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Caitlin StewartCharlotte Macgregor, Jill Pastirik, Rob Small, Lara Tutton and Erin Collett.

Forget the nine to five. For brands, the real opportunity to grab our attention lies in the hours between Friday and Sunday night. Whether your idea of a successful weekend involves ‘Netflix and Chill’, a whiskey on the rocks or a good old fashioned dance party, this week’s Digital Digest looks at brands who are appealing to consumers’ weekend lifestyles to shift their perceptions and earn their loyalty.

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April 1, 2016 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #266: Now That You Know Better, Do Better

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Jill Pastirik, Sarah Botros, Rob Small, Charlotte Macgregor and Erin Collett

People can be kind of terrible. Over time, we have really done a number on our planet and others in our own interest. But it’s 2016 and #realtalk is happening over many of these issues. We’re already starting to see the effects of global warming and thinking of anyone as a second-class citizen is getting old and ridiculous. It’s great to see brands investing money to generate conversations that help educate people on these issues so that we can all do better. From bringing back the bees, to narratives about consent and proving stereotypes wrong, this week’s Digital Digest looks at brands who are doing what they can for social change through thoughtful campaigns. Read more »

March 18, 2016 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #265: Time After Time

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Jill Pastirik, Caitlin Stewart, Charlotte Macgregor and Erin Collett. 

These days, it feels as though some brands have been around for ages. While this may seem like a walk in the park for advertising and marketing, these classics don’t always get a free ride. Brand loyalty is hard to come by when there are so many options available to consumers. This week’s Digital Digest focuses on those old time brands that we know and love, and how they’ve stayed relevant all these years.

Hug it out 
In their latest campaign, McDonald’s Canada stirs the pot between loyal fans of the Montreal Canadiens and their rivals, the Boston Bruins. What begins as a contest of dancing and pushups gets serious real fast when diehard Habs fans are asked if they would be willing to hug Bruins captain, Zdeno Chara for a free Big Mac. The real kicker? Chara comes out of hiding behind a curtain to put them on the spot. The reactions speak for themselves, but most of them end up hugging it out (reluctantly). It’s not easy to start conversations about something like a Big Mac, considering it hasn’t changed in almost 50 years, but this experiment shows that there’s no need to fix what ain’t broken. While hockey is usually at the top of most Canadian’s list of favourite things, it was all good fun (although we’d like to see the outtakes) and hey, it’s a free burger. We’ll take five, please. [MarketingMagMcDonald’s is a competitor to Edelman clients, Yum! Brands.

Engage me
Besides melting in your hands at the movies, M&Ms help serve as a prime example of a company managing to stay relevant for nearly a century. In an age where maintaining loyal followers is challenging (why did my latest Insta only get 29 likes?), their strategy has stood the test of time, building an unparalleled reputation in the candy industry. Starting as a quick, portable calorie ration for soldiers in World War II, M&Ms have always managed to adapt to the trends and keep their consumers buying their products. Despite the cutthroat world out there, M&Ms have kept their (rounded) edge by leveraging consumers and always looking for new ways to amplify the tasty little snack, even if it means making a chocolate spokesperson. The company may be old school, but their strategy isn’t; they’re constantly adapting to current trends and always bringing consumers something new. We’re looking forward to seeing what they’ll create over the next 75 years – maybe some M&Ms to go with our free Big Macs? [AdWeekMars and Hershey’s, mentioned in this article, are competitors to Edelman client, Mondelēz. 

Do it for digital 
Digital demand requires digital solutions – duh. That’s why Kohl’s is upping its online game with a customer-focused push, to reach its goal of becoming a digitally focused company by its latest app, making the Kohl’s shopping experience personal. When you scan an item in store or online, the price reflected depends on how many points, coupons and deals are on your account at the time – portraying a deal you won’t want to miss. Their loyalty program is also automatically activated across channels making the in-store to home experience seamless.  While not exactly revolutionary, it’s important that Kohl’s is realizing it’s a digital world and if you can’t compete in this space, you won’t last. Better late than too late. This new approach shows signs of further digital opportunities in the near future. [Digiday]

Tech Updates:

Edelman Canada’s Digital Digest is a weekly bundle of links, served up on Edelman Canada’s Our Ideas blog. It’s also available by email. If you know someone who would like to be added to the mailing list, have any questions or just want to share some thoughts on anything you read here, email me. Let’s get a conversation going. 

For more articles, visit: http://www.edelman.ca/category/our-ideas/digital-digest//

March 11, 2016 by in Digital Digest, Our Ideas | 0 comments

Digital Digest #262: Back At It Again!

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Charlotte Macgregor, Jill Pastirik, Rob Small, Caitlin Stewart and Erin Collett.

We get it, you want Jennifer Lawrence to be your spokesperson and LeBron James to endorse your product on Twitter, but #notgoingtohappen. Instead, how about leveraging the everyday people who make your campaign a success – consumers. This week, we’re looking to the campaigns that didn’t spend the big bucks on a high-priced celebrity but instead, leveraged their biggest brand advocates to boost engagement and spark a genuine conversation. While it might be a little risky to crowd source your entire digital ad, or let something like #tindernightmares run wild, our inclination is that long term – it pays off. Read more »

February 25, 2016 by in Digital Digest, Our Ideas | 0 comments