Carat Juice: NBC and Snapchat team up for Rio; Cadbury & Carat pick up two shortlists for Mumbrella
The latest freshly squeezed trends and news from the world of media
TREND: SEAMLESSLY BUILT-IN BRANDS
Driven by the pace of urban living, an increase in the need for content, and the evolution of the 'Internet of Things,' consumers have grown to expect more value from brands. As a result, utility brands are increasingly climbing up the popularity ladder. Brands are becoming part of the daily lives of consumers and seamlessly embedding themselves into the lives of their audiences through new touch points and channels. Embedding their offering into daily objects, the daily commute or daily spaces enables brands to connect more regularly and with greater context. Brands need to be asking themselves: when and where do consumers want to engage with us, and how can we weave our offering seamlessly into their daily routine?
THIS BILLBOARD'S A BUZZKILL
Brazil is fighting back against the Zika virus with 'sweating' billboards designed to attract and kill mosquitos. A device inside the panel emits lactic acid and carbon dioxide, replicating human sweat and breathing. The billboards work to attract and draw mosquitos in before sucking them inside the outdoor panel, where ultimately, they die of dehydration. With millions of mosquitos already eliminated in Brazil, the billboard's inventors, Posterscope and NBS, have made the blueprint available for free to other countries hoping to replicate the project.
MACCA'S DINERS FLIP DELICIOUS BEATS
On the 22nd April, McDonald's in the Netherlands gave their customers a musical surprise by launching McTrax – a paper placement turned into a full DJ station, using conductive ink to connect to a user's smartphone via Bluetooth. Once diners sync their phones, each touch point on the placemat triggers a sound bank that allows them to create their own songs, melodies and mixtapes. Allowing diners to explore their creativity whilst strengthening their connection with younger audiences - what a delicious combo!
FACE-SWAP AND CHILL
Netflix has bought the face swap trend to the streets of France in an engaging campaign using interactive billboards. The simple execution invites the public to swap faces with the characters from popular dramas shown on Netflix; House of Cards, Orange is the New Black, Daredevil, Unbreakable Kimmy Schmidt and Narcos. The content developed has been shared to Twitter using the hashtag #NetflixSwap.
IT'S TIME TO #FREETHEKIDS
The latest evolution of Persil's long-standing 'Dirt is Good' campaign has been born out of the startling insight that the average child spends less time outdoors than a prison inmate. With such a newsworthy and conversational subject, Persil used Twitter's 'Moments' functionality to create a documentary style content series of interviews with prison inmates. Twitter Moments allow users to follow entire news stories - pictures, videos, and comments - by aggregating sources into a single space, and with Persil, users could follow and join the thought-provoking conversation to #freethekids.
NBC AND SNAPCHAT TEAM UP FOR RIO
In an attempt to connect with young viewers, NBC has brokered a partnership with Snapchat for the 2016 Rio Olympics. Snapchat will create a dedicated Discover channel for the games that will feature content from NBC, athletes, and sports fans. This is the first time NBC has ever allowed a third party to use their expensive broadcast license of the Olympics and will hopefully help drive the 'hard to get' millennial audience to their TV and digital assets.
DAN'S DYNAMIC OUT OF HOME
DAN's Posterscope has acquired Liveposter, a platform which enables dynamic content to run across multiple out of home providers. This works by using a bespoke data feed to optimise the communication across the day, week, or within a specific campaign period. With the growth and success of digital OOH in the Australian market this is a very exciting opportunity to deliver more relevant messages powered through automation in real time at scale.
CADBURY AND CARAT SHORTLISTED FOR TWO MUMBRELLA AWARDS
Two of Carat's Cadbury campaigns have been shortlisted for the 2016 Mumbrella Awards – Cadbury Picnic 'Pick Me' and Cadbury Dairy Milk 'Choc Plus What?'. The awards aim to celebrate the best, bravest and brightest work across the media and marketing industries, and are highly competitive. The campaigns have been recognised in the 'Media Campaign of the Year' and 'Social Idea of the Year' categories respectively, with winners announced on June 30. Carat Australia is also shortlisted for Media Agency of the Year, so finger's crossed!