Top Digital Marketing Trends of Summer 2016 (Pt 2): Video, Influencers & Crowdsourced Content

Video_2_illusVideo continues its victory lap in part two of our look at the top digital marketing trends of Summer 2016 on the Jim Blasingame show.

Here, Jim and I talk about how video plays a central role in a number of this summer's big trends, including the acceleration of influencer marketing and crowdsourced content.

The fact is, even with handy new video production tools, it still takes time and effort to create compelling content. So why not get your most avid fans and influencers to do it for you? Here's how a few leading brands are doing it well.

 

CLICK HERE TO LISTEN: Top Digital Marketing Trends of Summer 2016 (Pt 2) >>

 Approx: 5-min, 16-sec

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CLICK HERE TO LISTEN: Top Digital Marketing Trends of Summer 2016 (Pt 1) >>

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Top Digital Marketing Trends of Summer 2016 (Pt 1): Video Reins Victorious

Video_1Forget the Olympics.

In the world of digital marketing, video won more than its share of gold and glory this summer—as did brands that used it well.

In this special end-of-the-season wrap up on the Jim Blasingame Show, we take a look at some of the biggest trends in digital marketing for Summer 2016.

Online video factors in a number of them. Indeed, whether it was down, dirty and (increasingly) live, or a full-blow production, video continued its conquest of the web. Here's why.

CLICK HERE TO LISTEN: Top Digital Marketing Trends of Summer 2016 (Pt 1) >>

Approx 3-min 30-sec

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'The Simpsons' Spoofs Trump (Plus 10 Times The Show Predicted The Future) (Video)

 

Homer & company have a little fun at the expense of Trump's little hands. Politics has never been so funny (or terrifying). But the show has a long history of predicting the future. Check this out:

 

Let's just hope they were wrong about that whole Trump-gets-elected part, though.

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'Let's Be Evil' Trailer: Tech Gone Bad? (Video)

 

Another day, another dystopian vision for a future, this time from the POV of "Glassholes."

Get the inside scoop, here.

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Pokémon Go—to Switzerland: Funny Promo for Town of Basel Features AR (Minus the 'A')

 

Still loving this hilarious video promoting the town of Basel, which capitalizes on the Pokémon Go craze with a fun stunt. Hey, the game's supposed to get you outside, right? Why not make a vacation out of it. I want to shoot a prank like this just for fun.

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Touching 'Justino' Wins Cyber Grand Prix (Video)

 

It's hard not to love this Cyber Grand Prix-winning initiative promoting "El Gordo," an annual holiday lottery in Spain.

While the rest of the industry obsessed over John Lewis' "Man on the Moon" last Christmas, "Justino" quietly went about its business—with a touching animated short about a night watchman at a mannequin factory who never gets to meet his day-timer co-workers. In an attempt to create a bond, he poses mannequins in fun scenarios as a way to greet them each morning. But when he sees news that the company had set up a lottery pool without him—and won—he's heartbroken. You have to see what happens next for yourself.

While brilliant even as just an online video, "Justino" took social sharing a leap further than most such promotions—even John Lewis' acclaimed holiday campaign.

According to Libris, the Spanish national lottery set up social media accounts specific to the #Justino campaign, with content optimized for each channel. In one, viewers could comment on their favorite scenes. In another, they could guess at key elements of the story line. In all, viewers were brought into the story even while becoming viral engines for it.

It was exactly this kind of finely crafted digital storytelling that inspired its Cannes win, according to reports in Ad Age.

Kudos to Leo Burnett Madrid and all involved for a job well done.

 

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Surprising Entry in 'New Directors" Showcase': An AI-Directed Film (Video)

 

"Is filmmaking a uniquely human skill? Can a film made by a machine move you?"

That's the question posed by the team behind Saatchi & Saatchi's "New Directors' Showcase" at Cannes.

The result: "Eclipse," which was conceived, directed and edited by Hollywood's future android overlords. To be clear: There's a lot of human talent at work here. And the video is a music video—which by the very nature of music carries emotive power.

But make no mistake: Tomorrow's blockbusters will no doubt depend on this kind of AI—for better or worse. Still, if this is any indication, there's hope it's more of the former. Or maybe it just signals better computer-human collaboration. If the AI will put up with us. See the YouTube video above, read more here, and don't miss this year's human-created "Showcase" entrants, here.

 

 

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GramGram: This Is Your Grandma's Social Media—Here's How to Use It (Video)

 

Check out this spoof video from Project GramGram, which comes with some great tips for connecting with your dear old grandma—including using a fictitious new service that lets you send social media posts via snail mail, so you can update her instantly, "in three to five days."

My favorite: Alternative options like, "the phone app, available on most mobile devices."

Apparently it's all the work of some Brigham Young University students. Which means their muse was, most likely, a certain somebody who wasn't going to hear any more about their excuses for not staying connected.

If this is the result, we hope they tell her thank you for us.

Read more.

 

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Prankvertising With A Purpose: Reflections in a Bar's Bathroom Mirror—From Prison (Video)

 

The man in the mirror has a deadly serious message for you.

We love this PSA-based prank from We Save Lives, which campaigns against what it calls the 3 Ds: Drunk, Drugged and Distracted driving.

This particular initiative (see YouTube video above) involves a bar bathroom mirror in Los Angeles that serves up a video feed with a man convicted of manslaughter from drinking under the influences—live from jail in Florida.

Longtime readers know we love prankvertising—especially the kind promoting horror movies (and certain zombie stunts on sisters after dental surgery.)

This is a horror flick of a different kind. One where the story is, unfortunately, true.

Pretty powerful stuff.

Read more here.

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Coke Ditches 'Happiness,' Tells You to 'Taste the Feeling' (Video)

 

You can stop looking for "Happiness" now.

That's the word from Coca-Cola's new global CMO Marcos de Quinto, who says the decade-long "Open Happiness" campaign had become too preachy in promoting sharing and co-existence for his, er, tastes.

So now, Coca-Cola, Coke, Diet Coke and Coke Zero, will all share a common theme: "Taste the Feeling."

Having brand consistency across its cola portfolio is indeed a no-brainer. 

And we're seriously digging the opening spot, "Anthem" (above). Be sure to catch "Under Pressure" and "Breakup," too.

In fact, there is a lot to like about each of 25 new spots released earlier today.

But here at Gen Wow, we can't help wondering if "Taste the Feeling" skates a little too close to Skittles territory.

And let's face it, there's a lot to miss about some classic "Happiness" initiatives over the last few years—especially the physical + digital variety.

Among our favorites:

COKE HAPPINESS MACHINE

Let's face it, Happiness shared is doubled. Or tripled. Or...

COKE HAPPINESS TRUCK

How Coke helps you brake for good times.

COKE DRIVE-IN THEATER

Call it the Happiness Traffic Jam

COCA-COLA WISH IN A BOTTLE

Open a bottle and light up the night sky.

THE SHARING CAN

A single serving—for two.

COKE DANCE MACHINE

Bust a move for your favorite beverage.

COKE POP-UP  PARK

Coke creates a city park and rolls out the happiness.

COKE SMALL WORLD MACHINES

Happiness brings even the people of India and Pakistan together.

THE FRIENDSHIP MACHINE

It takes two to use this 12-foot-tall vending machine.

COKE HUG MACHINE

Hug it, get an ice-cold Coke.

COCA-COLA FRIENDLY TWIST

An on-campus ice breaker for the first day of school.

COKE FOR COUPLES: ROSES ARE RED

Cupid makes you prove you're a couple to get a Coke.

PROJECT RE-BRIEF

Reinventing that age-old Coca-Cola classic for the digital age.

Of course, change is the only constant—and perhaps the time is right for a Coke refresh.

But that doesn't mean we won't miss the happiness we've shared in times past.

 

 

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