Gatorade gets social strategy help from Villanova students | Saatchi & Saatchi, Toyota tap Watson Ads for Prius Prime | "Dare to Shine" asks bloggers to experience the power of protection
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Gatorade gets social strategy help from Villanova students Ad agency VML is taking its real-world Gatorade account into the classroom, asking students at Villanova University to help devise a social media strategy for smaller social networks such as Musical.ly and Live.ly. Adweek (6/16)
Toyota, with Saatchi & Saatchi, is touting the Prius Prime with The Weather Channel's Watson Ads, which enable consumers to ask real-time questions when they click on an ad. Buttons prompt consumers to enter into conversations relating to the vehicle's features, with a company rep saying, "The unique feature is Watson's conversation capabilities, which really humanizes the engagement." The Drum (Scotland) (6/15),MediaPost Communications (6/16) "Dare to Shine" asks bloggers to experience the power of protection The latest campaign from Lancome has been done in partnership with Airbnb, sending three top bloggers to test the beauty brand's UV aqua gel across the world. "Our team wanted to design a campaign that reached consumers in an authentic way," say Jeanne Guillet and Caroline Grout de Beaufort of 133SH. Marketing online (Singapore) (6/16)
Amazon has launched Advertiser Audiences, enabling advertisers to target consumers on the platform using their own customer data. The tool also gives advertisers access to Amazon's audience data, and it allows off-platform targeting. AdExchanger (6/14) It's time to start marketing with influencers As the numbers of microinfluencers grow, it's important for brands to understand how to best use these assets in their marketing campaigns, columnist Nikki Gilliland writes. The benefits and downsides of this type of marketing are discussed, and Gilliland outlines how to find the right microinfluencer for your brand. Econsultancy (6/16)CrowdTangle adds data on Facebook, Instagram video Video view metrics for Instagram and Facebook have been added to CrowdTangle, including a new measurement that tracks views from videos shared from other sources. The tool will let advertisers build leaderboards to compare Instagram views with competitors and curate most-viewed videos for brand accounts and competitors. Adweek (6/15)
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