Author Archives: Ben Hall

Have Directioners smelled a rat?

harry-styles-1280I wrote a few weeks back about being surprised how the Marmite “neglect” ad was creating a storm of debate on social media that didn’t seem to be reflected in the sharing of its ad on YouTube.

What’s more surprising this week, however, is that One Direction are more like Fourth Direction.

The ad for their first ever fragrance, Our Moment – which was, supposedly inspired by fan tweets – was shared only 27,291 times this week according to figures from Unruly, which charts sharing across Facebook, Twitter and blogs.

Read more on Have Directioners smelled a rat?…

Marmite ad suffers viral neglect of its own

marmite-640It’s seems that no ad featuring animals can escape the fury of animal rights protectors – for some ads, understandably so.

But for ads like Marmite’s most recent, it seems that – whether this was a stroke of strategic genius on the brand’s part or not – people seem to violently dislike or defend the ad. There is no middle ground.

So it seems odd that it has taken so long for the ad to take off across the social web.

Read more on Marmite ad suffers viral neglect of its own…

Jason Sudekis stars in NBC viral explaining football to Americans

Starring in Horrible Bosses, 30 Rock, Saturday Night Live and We’re The Millers, Jason Sudeikis’s latest role sees him play an American Football coach come to London to train a British ‘soccer’ team.

Jason Sudeikis in NBC Sports viral

The ad has been shared more than quarter of a million times this week, according to figures from Unruly, and has been viewed more than three million times since it was published last week.

It’s promoting NBC Sports’ coverage of the Barclays Premier League, which starts next Saturday and sees Sudeikiss’s coach character try and learn the offside rule, British football teams and why kicking the ball over the goal does not score you three points.

Read more on Jason Sudekis stars in NBC viral explaining football to Americans…

Mos Def Guantanamo force-feeding from Guardian turns into viral ad for Reprieve

Mos Def force-fed in an ad by The GuardianTopping this week’s viral ad chart is an ad for Grand Theft Auto V – the latest from a gaming franchise that brought you stealing cars, beating up prostitutes and shooting police officers in a nice, safe virtual environment that grows evermore high in definition.

A little further down the chart, though, is a four-minute film created by The Guardian that takes some of the shine away of the plane-piloting, fast-car-driving thrills promised just two positions above.

Yasiin Bey – also known as rap and Hollywood star, Mos Def – leads the film, created for Reprieve, a human rights for prisoners charity.

Read more on Mos Def Guantanamo force-feeding from Guardian turns into viral ad for Reprieve…

Samsung, Jay-Z and their viral successes

Jay-Z and Samsung top viral ad chartSamsung are probably congratulating themselves for a win on bagging a partnership with Jay-Z.

According to social video expert Unruly, who furnish Campaign with data for our weekly viral ad chart, the recent tie-up that has seen the music mogul give away his newest album, Magna Carta Holy Grail, to a million Samsung Galaxy owners, has generated more than half a million shares across Facebook, Twitter and the blogosphere.

The shares are across two recent videos by Mr Z (pronounced Zed) – a three-minute documentary-style offering that explores his creative processes and positions him as a digital-thinker who has seen a change in the music industry and wants to provide a better user experience – and, I’m sure at some point, make a shed load more money?

Read more on Samsung, Jay-Z and their viral successes…

Google Glass privacy concerns will last ‘six months to a year’

Google Glass: Matt Chapman, senior reporter, Marketing tries on Google's Project GlassConsumer resistance to Google’s Project Glass will last “six months to a year”, according to mobile agency Somo’s global innovation director, Maani Safa.

In the video below, Saafa describes how previous technologies have suffered “people reacting a little bit cold” to them before the technology hits the mainstream, up to a year later.

Previewing the new, prototype product, which featured in last year’s New York Fashion Week, for Marketing, Matt Chapman, senior reporter, comments: “I was cynical at first but I can really see there might be a place for this”.

Read more on Google Glass privacy concerns will last ‘six months to a year’…

Adobe fight myths with metrics in Marketing Cloud

Man wired up to Adobe's 'BS' detector to separate myths from metrics

This post is provided by our partner Adobe

In their continuing fight to ride the wave of emerging technology and tame the data collected from social media, marketers have a new suite of tools to arm their brands with.

Focused on metrics, not myths, Adobe’s Marketing Cloud helps marketers turn their data into insight and actions quicker, providing a single service that pulls together data from social interactions and targeted advertising to help marketers get ahead. Read more on Adobe fight myths with metrics in Marketing Cloud…

“Adapt or die” – The Mail, Independent, Newsworks and Expedia on tablet take-up

Guy Zitter, group managing director, Mail Newspapers

Tablets are not killing newspapers, they’re offering a lifeline to the revitalisation and rebirth of ‘news brands’ beyond the dreaded paywall, say the experts. Assembled at Newsworks’ Tablet Summit, representatives from the likes of Guardian Media Group, Mail Newspapers, The Independent, Expedia and News International gave their take on the future of the newspaper industry as tablet take-up rockets. Guy Zitter group managing director at the Mail put it starkly. He said it was a case of ”Adapt or die”.

Read more on “Adapt or die” – The Mail, Independent, Newsworks and Expedia on tablet take-up…

The importance of making video hit social media triggers online

Urban playground: DC shoes clock up 1m+ sharesFor quite some time it’s been assumed that, when it comes to online video, the shorter, the better. The starter pistol has been fired on a race to the bottom.

But the Internet Advertising Bureau (IAB, for those who like an abbreviation) conference on online video last week carried quite the opposite message.

Christian D’ipollito of social video expert Unruly, said it is worth the time to experiment with longer form content. Apparently, it’s “just as engaging”. Read more on The importance of making video hit social media triggers online…

How Mumsnet engages with its online community

Mumsnet founder Carrie Longton talks communityIt’s no surprise – and nothing new – that brands are looking to social media to market their products.

There have been plenty of lessons to be learned, and casualties along the way, as brands work out how to make social.

One of the key questions from the start has been how do you keep communities on your side while trying to sell them something and make a return on investment in a way that doesn’t look like you’re trying too hard? Enter Mumsnet. Read more on How Mumsnet engages with its online community…