Carat Juice: Augmented Reality goes mainstream, Study or Netflix, and making a 'Mountainous Dewcision'
The latest freshly squeezed trends and news from the world of media
TREND: AUGMENTED REALITY GOES MAINSTREAM
Still only available in just a handful of countries, Pokemon Go has gone viral since its July 7th launch. Love it or hate it, Pokemon Go proves that Augmented Reality (AR) has mainstream potential. In the age of smartphones, AR doesn't need specialised gear for widespread adoption and with lower barriers to entry, brands can quickly and easily tap into this trending technology. What’s even more exciting (and profitable) for brands is the tech’s ability to create new revenue streams. Not only does the free-to-download Pokemon Go offer in-app purchases to users, but Nintendo has developed the game's very own advertising platform. With 21 million active daily users, it’s no wonder brands like McDonalds have already jumped on board to leverage the enormous popularity of the latest gaming phenomenon.
sTUDY OR NETFLIX
Understanding their audience’s penchant for procrastination, the popular streaming service encouraged students to leave the decision to ‘Study or Netflix?’ up to an entertaining game of chance. Netflix live-broadcast a guinea pig pen divided into two halves via Periscope and invited viewers to tune in and let their decision be dictated by which half of the cage 'Professor Fuzzlepants' chose to chill in. This quirky idea quickly gained traction on Twitter and blurred the lines between viewing Netflix as a product and seeing it as an activity itself.
A PICTURE SEARCHES A THOUSAND DEALS
July 17 was World Emoji Day (yes, it's a thing!) and Cheap Flights was just one of the brands who capitalised on the trend by enabling emoji-based search through their mobile site. Recognising that people love the visual short-hand, the airline developed functionality that brought to life their brand premise of being smart and simple by allowing users to search for travel deals using emojis. Despite the potential for subjective (and confusing) emoji interpretation, the activation certainly injected the Cheap Flights brand personality into the conversation.
Earlier this month, Snapchat announced their next update to the popular platform - Memories. Snapchat Memories takes the focus away from real-time sharing, shifting instead to sharing moments from the past, such as your recent trip away. Allowing users to pull together a scrapbook of memories within the application could perhaps see users move away from the native photo album on devices as well. With the rise and evolution of walled gardens, Snapchat's latest move allows (and encourages) users to stay within their closed ecosystem a little while longer.
A MOUNTAINOUS DEWCISION
Mountain Dew has taken to Twitter to let its die-hard fans bring their favourite flavour back in stock. Using hashtags as the voting mechanic, #VotePitchBlack & #VoteBajaBlast, over 5.8 million votes were cast. Hosting a number of events the brand encouraged fans to get involved in the 'dewcision', by reinacting crazy stunts fans had previously done in the name of the brand. Pitch Black was the ultimate winner with 50.5% of the vote, which was announced via skywriting in New York, it will be in stores September.
NETWORK SEVEN, THE HOME OF SPORT
Network Seven have secured the TV rights for the 2017 Rugby League World Cup, beating out key rivals Network Nine and Ten. Seven, already the broadcast partner for the upcoming Rio Olympics, as well as the Gold Coast Commonwealth Games in 2018, plan to further cement their position as the home ground for sport by syndicating the world cup globally. They will also have the ability to on-sell the Subscription TV rights; potentially to Foxtel or Optus.
PANDORA ON DEMAND
Internet radio provider, Pandora, is looking to expand its radio-streaming business with the addition of an on-demand service, in response to user desire for increased interactivity and control over listening. On-demand streaming functions would put Pandora in line with category giants Spotify and Apple Music, ideally growing its 1.2 million monthly active users in Australia and increasing what is already fierce competition in market. They are in the process of directly negotiating agreements with record labels, so watch this space.
CADBURY'S 'FEEL THE JOY' OOH CAMPAIGN TOPS ADNEWS' 'BEST OF' LIST FOR 2016
AdNews put it to OOH media owners to nominate some of the most innovative pieces of creative to be seen on the medium this year. Featured on the list was Cadbury's 'Feel the Joy' campaign, created in conjunction with Carat, VMO, and Saatchi & Saatchi to help Cadbury support Australia’s Paralympics team. The activation invited passers-by to send a message to the team using a self-service tablet next to a custom designed 90-inch screen. Messages were collected and distributed via social media channels.