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Things are looking up for Periscope

WEB_PeriscopeSXSW saw the launch of a new live video streaming app – Meerkat – which quickly became the talk of the media world. With 120,000 registered users within the first three weeks of existence and a growth rate of 30% per day, Meerkat looked as if it was going places, and still might be thanks to a recent $12m investment.

But Twitter pulled the rug from under Meerkat’s feet with the acquisition of Periscope – its own live video streaming app. Given how quickly consumers embraced Meerkat, Periscope is sure to be a massive success and could be an important weapon in the marketer’s arsenal.

But how can marketers and brands use Periscope?

Brands are bringing social in house

WEB_SuperDry_TVTired of paying spiralling fees for their own little patch of the social world, savvier companies are now toying with a DIY approach to social media, which means that they will not only own the media itself but also create the content.

Earlier this year Kevin Bobowski pointed out that it is crucial for brands to grasp the value of audience ownership. Names like Burberry, with 3.5m followers on Twitter, have already taken advantage of the disruptive power of broadcasting messages to their consumers mostly free of charge.

Making digital out-of-home a rewarding experience

WEB_Cadbury_free_the_joyAccording to research conducted by Posterscope, ad spend on digital out-of-home (DOOH) is set to account for over a third of the UK’s total out-of-home spending for the first time in history.

It’s all good news for a channel that’s arguably one of the most agile of the traditional mass media toolbox, but with more money comes higher expectations: is the platform being used to its full potential by brands?

The telephone concert

WhatsApp logoHere’s an idea: the world’s first ever live concert, broadcast solely over via telephone. Ring a number at a specified time to tune in, kick back, and let the tinny sounds wash over your right ear.

What do you think? Seems like the kind of “entrepreneurial creativity” (ahem) that someone like Will.I.Am would probably get a kick out of, and with its quirky repurposing of a media platform I imagine it would have great saliency. But those things don’t make a good idea.

Content marketing’s new creative toolkit

WEB_British_Airways_Look_UpJust as the internet has evolved over the past twenty years or more and gone through generations of capability, so too has the toolkit available to creatives and brands to build the content that consumers demand.

Faster connection speeds and more sophisticated techniques have allowed brands to explore newer, richer ways of developing content and distributing it to their target audiences.

That .sucks – hundreds of new domains could spell trouble for brands

DotCom_Logo_OnWhite

(Wikipedia)

The news released this month that questionable domain names will become publicly available from 1 June had thrown some of the world’s biggest brands, businesses and celebrities into a bit of a flurry.

.sucks, .porn, and .adult are just some of the top level domains (TLDs) that will become accessible to brands, businesses and trolls alike come June. And while on the surface it looks like a bit of a laugh, it could bring about a number of issues for brands and businesses – leaving them vulnerable to abuse from online trolls, solely out to hamper their reputations.

The Daily Poke: Kick the couch habit

Kick the couch habitSofas kill. As every new mother is told. But, babies rolling down the cracks aside, there are some serious concerns about how much time we all spend on our tushes.

To get our moneymakers moving, Vittel have launched a campaign to motivate our inner sofa sloths. Their Couch Converter service will furnish you with a pair of personalised running shoes inspired by your lounger. Simply send in your sofa’s photo and a snippet of its fabric, and a team of shoe designers will get to work to create a custom pair of kicks for the (soon-to-be) reformed couch potato in you. Three-piece sweet.

Direct-Golf launch ‘Irons Throne’ made from old golf clubs

Irons Throne

The ‘Irons Throne’ made from over 300 golf clubs by Direct Golf

Online UK golf retailer Direct-Golf are the latest company to jump on the Game of Thrones bandwagon with the launch of their very own “Irons Throne“. As the new season of the global TV phenomenon ‘Game of Thrones’ hits screens on April 12th, the online space has been full of  marketing stunts related to the series.

Created from more than 320 old golf clubs, the ‘Irons Throne’ is six-foot high and includes a full-size sword made from golf drivers and wedges. It takes four men to lift it, but Direct Golf is committed to taking the mighty seat on a tour of its stores with a view to raising money for Cancer Research UK (the throne itself will be auctioned off with all proceeds going to the charity).

With a playful pun and recycling of some old stock, Direct-Golf (who started and are still based in Huddersfield, West Yorkshire) have tapped into a worldwide audience and are looking to use Social Media to not just raise brand awareness but also do something for charity.

The ‘Irons Throne’ does highlight the opportunity to smaller brands from utilising Social Media effectively to put their brand on a global platform with limited budget. Likewise, it is interesting to note that whilst many in-house and agency digital teams have long pushed content such as video, infographics and interactive web pages to their users, the offline content asset is often forgotten.

Not only have Direct-Golf managed to generate worldwide coverage (with a link already on Mashable), but they’ve done it by getting rid of some old stock and contributing to charity at the same time. In an online space saturated by infographics, perhaps small to mid size brands need to look closer to home and do something more in line with their actual physical products.

Direct Golf owner and founder, PGA Fellow professional John Andrew, explained:

“We had a brainstorm about what to do with 300-plus traded-in clubs we had in the warehouse, and a fan of the Game of Thrones series suggested – initially tongue-in-cheek I imagine – that we should create a replica ‘Irons Throne’.

“It snowballed from there and everybody bought into the concept really quickly as it was felt that, not only would it be an iconic feature, but that it could do a lot of good in terms of raising money for good causes”

If you have a few old golf clubs left in the garage, Direct-Golf have even bothered to provide step by step instructions on how the Iron Throne structure was manufactured.

How important is digital and retail experience for brands?

mobile in store wall

Now in its second year, new Shopper Tribes research from Gekko has found that fewer shoppers are researching products online before buying in-store, with numbers falling by 7% over the past year.

As buying behaviours become more complex, with consumers increasingly taking a multi-channel approach when purchasing goods, the relationship between the digital and retail experience is ever more important for brands.

The Daily Poke: Scoffee

ScoffeeFancy a biscuit with your coffee? Well it’s right there, in your hand. Yep, the cup is the biscuit. To mark the introduction of Seattle’s Best Coffee in its restaurants, KFC is serving up the brew in edible coffee cups. (Tasty Matt)

The ‘Scoff-ee Cup’ is made from biscuit, wrapped in sugar paper and lined with a thick layer of white chocolate. Filled with hot coffee the chocolate lining slowly melts, the biscuit softens and the whole arrangement turns into a wonderfully sweet, sticky snack.