Best Of Me-
Facebook’s mobile unit: Canvas
Last year, Facebook made a hefty investment in its mobile ad experience called Canvas which was finally launched a few weeks ago. Now, Canvas ads appear as sponsored posts in Facebook’s newsfeed. The difference in this ad unit appears when you tap the post. Instead of taking you to an external site, you’re taken to a Facebook-hosted full page take-over experience, where you can flip and scroll through original content. Canvas is also optimized for mobile and loads faster than Facebook’s other mobile ad units. Here are three ways you can take advantage of this format while keeping your production costs in check. It comes down to producing bite sized content that relies on visual elements to tell a story across multiple touch points.
Tracking real world views
What’s one way to measure attention in real life? To promote its new Megane range, Renault fitted a car with cameras and facial recognition technology. A scoreboard on the car’s rear window displayed an accurate count of how many people were looking at the car on the street. What I love about this simple campaign is how it subtly mocks social ROI elements such as YouTube views and uses tech to measure real world views.
Track your friends’ sleeping habits via FB Messenger
A Danish software developer has created an ingenious way to track the sleep patterns of his Facebook friends using only the activity data available on the social network. As many of us check Facebook first thing in the morning and right before we go to bed at night, this tool is based on the activity timestamps that Facebook stores. The tool then displays intimate info about which of your friends are early risers and night owls. While Facebook does not officially endorse this tool, what frightens me about this is how easy it is to trace each of our digital footprints.
Google Hands Free
For over the past 40 years, magnetic-stripe cards have become the only significant alternative to paying with cash or cheque in store. Currently, in the US, Google’s trialing a new form of payment called Hands Free that lets you make in-store payments without ever reaching for your phone or wallet. You let the cashier know that you’ll ‘Pay with Google’. Users simply download the Hands Free app, enter their initials, choose a payment method and then upload a photo of themselves. The app relies on Bluetooth and WiFi to gauge when a particular customer is near a checkout kiosk. When a customer approaches the checkout counter, the app sends over the individual’s photo and initials to the point of sale system. As the customer indicates they’d like to pay with Google, the cashier simply asks for the customer’s initials and verifies that the photos match up. This is just one of the many ways payment and tech companies are trying to find ways of getting people to pay for their stuff in new and easier ways.
It’s more than going viral!
Millions of shares, tons of likes & comments and a plethora of user generated content- isn’t going viral every content marketers dream? According to this Marketing Land piece, going viral is not an effective content marketing tactic. Why so? Because going viral is not something you can plan for, nor is it something that’s easily replicated for long-term success. Your audience simply moves onto the next big thing in the next week. The primary aim of creating content is for you to add value to your audience and viral content usually doesn’t achieve this.
Share the Load
A couple of weeks ago, Sheryl Sandberg shared a video for an Ariel campaign in India called #ShareTheLoad – her post has now had just shy of 12 million videos, and has created more buzz around the campaign that won a Glass Lion last year – the full case study is a masterclass in the power of content marketing linked to a strong customer insight, and this has replaced #likeagirl as my go-to example of how great content will do far more for sales than ads flogging product attributes or benefits.