ICYMI: This Week in Social Media and Marketing
Synthesio pulls the top social media and marketing stories from week to week. Had a busy week and missed some of the top industry stories? Check out what we thought were six noteworthy stories this week:
After an impressive and very interesting 10-year run, Jonathan Goldsmith is saying goodbye to his iconic Dos Equis ad character, the Most Interesting Man in the World—appearing in one final ad, which broke today, in which he makes a suitably grand exit. The character, however, will live on—as the Heineken brand prepares to introduce a new Most Interesting Man later this year. “From superheroes to superspies, our fans are accustomed to and enjoy different takes on the same character. We know ‘The Most Interesting Man in the World’ will continue to endure and grow, as the character’s story is bigger than one individual,” Andrew Katz, vp of marketing for Dos Equis, said in a statement. He added: ” ‘Stay Thirsty’ isn’t just a tagline. It’s a mindset Dos Equis embraces daily to connect with our consumer and inspire everything we do.” As for Goldsmith, 77, he gets one last parade past his numerous and varied admirers as he prepares for his most interesting trip yet—a mission to Mars. There’s also one final amusing voiceover line, which we won’t reveal here—as it’s just better to hear for yourself.
Two weeks ago, Meerkat CEO Ben Rubin sent an email to his company’s 48 investors laying bare an observation that he’d made peace with months earlier: Meerkat, the livestreaming app that played the role of darling one year ago at the annual SXSW festival in Austin, Texas, was failing. “The year started on a high note. … But over the year, it became rougher waters,” the email read. “Mobile broadcast video hasn’t quite exploded as quickly as we’d hoped. The distribution advantages of Twitter/Periscope and Facebook Live drew more early users to them away from us and we were not able to grow as quickly alongside as we had planned.” In other words, the livestreaming business is hard. Going up against two established social networks offering virtually the same product makes it exponentially harder. So Meerkat, in true Silicon Valley fashion, is pivoting. Actually, it’s been pivoting since last August, when Rubin realized that his startup focused on livestreaming broadcasts was headed for a black hole.
Entertainment marketers are increasingly looking to Instagram to promote upcoming releases. For its upcoming feature comedy “The Perfect Match,” Codeblack Films, a subsidiary of Lionsgate, released a game show starring popular influencers on Instagram. The series, also called “The Perfect Match,” was made in the style of the classic ‘80s game show “The Newlywed Game,” in which couples compete to see who is the perfect match out of the group. Spanning eight 15-second episodes, it starred popular Instagram personalities like Draya Michele (4.5 million followers) and Lira Mercer (2.5 million followers). Launched on Saturday, March 5, across the accounts of the six Instagram influencers that appear in “The Perfect Match,” the series has garnered more than 106,000 likes on the platform. It has also captured more than 37.5 million earned impressions there, according to Codeblack.
LVMH-owned Champagne house Veuve Clicquot is blending the old and the new to reach a millennial market. Three films inspired by Madame Clicquot comprise the brand’s first-ever digital advertising campaign, titled “Let Life Surprise You.” When going after a new market, particularly a younger one, it is important both to reach the audience on its native platforms and also to tell the brand story in a quick but engaging way. “After years of organic growth through national events and social media animations, the brand felt it was the right time to introduce a digital advertising campaign that ties in with the global ‘Let Life Surprise You’ print campaign that launched in Fall 2015,” said Chloe Stefani, global marketing director at Veuve Clicquot. Utilizing this visual, dynamic platform humanizes the brand, and Madame Clicquot, making Veuve Clicquot more accessible to the younger viewer.
Facebook Messenger now lets you hail a Lyft car via The Verge
Lyft, locked in intense competition with its larger, better financed ride-hail rival Uber, announced Monday that Facebook Messenger users can now do what they’ve been able to do with Uber since December: hail a Lyft car from within the Messenger app. Lyft is also expanding its API program, in which developers can use Lyft’s application program interface to embed a button in their apps to hail a Lyft car. Today’s announcement is a sign that API integration is quickly becoming yet another space for these two ride-hail giants to compete with each other.
Imagine doing the thing you love the most. Then imagine you can’t do it anymore, because of a debilitating disease. That’s what happened to the two multiple sclerosis sufferers featured in a new campaign from the National MS Society. With a little help from virtual reality tech—and their friends—both got a fresh taste of their old passions. Created by Wieden + Kennedy, one two-and-a-half minute ad features Steve Bettis, a San Diego resident who started surfing when he was 9 years old, and who continued until after he was diagnosed with MS in 2006, at age 57. Early in the clip, he introduces himself, now wheelchair-bound. Later, pro surfer Robert Weaver shows up at his home with a VR headset and 360-degree video he shot riding the waves—and Bettis gets closeups of the ocean in ways he hasn’t experienced in 10 years.
Check back next week for a new roundup!