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2016/02/03
Kia taps IBM's Watson to choose the right influencers
Twitter targets mobile users without accounts | Kia taps IBM's Watson to choose the right influencers | Naked Juice localizes brand with social campaign
Created for ignoble.experiment@arconati.us | Web Version
Twitter has updated its platform to enable all consumers without accounts and those not logged in to view a home page with topical editorial content. Previously, only consumers in the US and Japan could view the home page, which is designed to make the social network more appealing to new users.
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Kia used IBM's Watson to help the brand pinpoint which social influencers would be best placed to boost awareness of its Super Bowl spot. The artificial-intelligence technology sifted through social chat looking for words that related to the personality characteristics the automaker was seeking, such as "artistic interest" and "achievement-striving."
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Naked Juice is trying to localize the brand with its "Endorsed by Kale" campaign featuring "hero ingredient" Kale Blazer, who provides a Twitter narrative and images through the handle @TweetsByKale. The social component is supported by localized billboard and magazine advertisements in eight cities, including Chicago, Seattle and New York.
Coca-Cola has launched a limited design overhaul for Diet Coke, dubbed "It's Mine," that involves millions of unique, vibrant designs for its cans and bottles as it appeals to a fashion-forward audience. Accompanying the effort is a pop-up event during New York Fashion Week this month and a social media contest to encourage fans to share photos.
Facebook's WhatsApp now has 1 billion monthly users sharing 42 billion messages and 1.6 billion photos each day. The messaging app recently abandoned its $1 yearly fee while switching to a new business model, although it proclaims a commitment to the same mission of providing a simple service for friends and family to stay in touch.
Nearly 80% of adults surveyed by the National Retail Federation last month said Super Bowl ads are a form of entertainment, with 20% saying the ads boost brand awareness. Separate research shows that while 114.4 million people watched the game last year, 65 million also chatted about it on Facebook, a platform most marketers plan to use in their Game Day efforts.
Bullfighting legend Jose Tomas drew a huge crowd to Mexico City's Plaza Mexico stadium on Sunday, with 45,000 attendees, some paying up to $8,000. Tomas ultimately put in a disappointing performance, being knocked down and nearly gored by his first bull. "What can one do?" he said afterward.
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