The Scoop: Twitter is testing a subscription service that automatically promotes tweets for $99 a month. According to previous Twitter Ad user Matt Navarra, the service “automatically amplifies your tweets and profile” for 30 days. This subscription includes access to analytics, so an advertiser or brand can track how effective the promotion is, via additional reach, engagement, and followers. The benefit to this service, from Twitter’s perspective, is that it is relatively low-energy and low-commitment: there is no need to create dedicated ads, and a brand can cancel the service at any time.
The Scoop: Facebook Stories has begun public sharing, which allows users to share public stories to their followers. This is an expansion from allowing users to only show their Facebook Stories to friends. According to a Facebook spokesperson, “The Public setting allows your Followers to see your story, in addition to your Friends.” When asked about Pages possibly being able to post stories in the near future, the spokesperson responded, “For Pages — no specific timing to share there quite yet.” Public sharing provides influencers and internet celebrities with the opportunity to grow their fanbase.
The Scoop: Pinterest is interested in pushing its website as less of a social network and more as a search engine — and in an effort to do so, has placed search engine features more prominently on the mobile platform. Pinterest Lens, now seen in the shape of a camera button, is a feature that allows a user to snap a photo of something and see related objects. Cofounder and chief product officer, Evan Sharp, says that Pinterest is investigating how to incorporate Lens with hardwares like Samsung Galaxy S8’s camera. According to global head of partnerships Jon Kaplan, the goal of growing its search businesses could potentially make Pinterest a more viable platform for advertisers.
The Scoop: Hoping to strengthen its advertising arm amidst pressure from investors, Snapchat has launched a new measurement that addresses marketing mix modeling, with four data companies: Neustar Marketshare, Nielsen, Analytic Partners and Marketing Management Analytics. According to Nancy Smith, CEO of Analytic Partners, Snapchat “measures the effectiveness of their marketing in an ongoing way so that they can inform their planning and decisions of allocating budgets based on how effective those budgets were spent in the past and how effective the campaigns that they currently have running.” The goals of this development are to increase the amount ads bought by large brands and to attach campaigns to third-party measurement that confirms the results of a campaign.
The Scoop: Fox is testing a six-second ad format during the upcoming Teen Choice Awards. This comes as a result of companies and platforms trying to find new ways to advertise effectively to every-changing consumers. According to Suzanne Sullivan, executive VP of entertainment sales, “We like the idea of encouraging all advertisers to use TV advertising and this is a way to do it. The ‘Teen Choice Awards’ is the right place to launch it because the millennial audience is already accustomed to seeing these ads and attuned to receiving messages in this way.” Duracell, one of the advertisers, is using this opportunity to track the effectiveness of six-second advertising during it’s segment. Fox will start this new style of advertising during next month’s Teen Choice Awards and with two of these six second spots.
The Scoop: Crayola’s largest ever promotion has people entering a contest to name the color of the new blue hue. In addition to this contest, Crayola has been strengthening its marketing efforts by opening Crayola Experience stores, which pair Crayola crayons with activities and projects. According to Melanie Boulden, who joined Crayola as senior VP-U.S. and global marketing, this is all in an effort to connect with consumers and increase engagement: “As digital media and social media have continued to proliferate, the task was to make sure you continue to help the organization engage with consumers—not only with what we say and how we say it, but where we say it.” The last time Crayola has done a naming contest like this was in 1993.
The Scoop: In response to mentions of its discontinued Mulan Szechuan sauce on Cartoon Network’s Rick and Morty, McDonald’s sent a half gallon bottle to the show’s creator, Justin Roiland. Back in April, the Rick and Morty fanbase raved on Reddit about the sauce’s cameo on the show, and McDonald’s has seemed to notice, as it is now teasing a revival of the sauce. The Mulan Szechuan sauce was originally available as a limited edition sauce in 1998 surrounding the release of Disney’s Mulan. The fast-food giant has promised to award three more bottles to three fans of Rick and Morty. This trend of viral food marketing has proven strong, as we have seen for Wendy’s, KFC, and other fast-food restaurant chains.