An Ignoble Experiment: Attack on major Twitter accounts points to bigger dangers

Attack on major Twitter accounts points to bigger dangers | Opinion: Future expectations in experiential marketing | Create relevant content by asking questions

Created for ignoble.experiment@arconati.us | Web Version

July 16, 2020

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The Big Story

Attack on major Twitter accounts points to bigger dangers

(Pixabay)

Wednesday's fast-spreading cryptocurrency scam involving the Twitter accounts of major companies and individuals, including former President Barack Obama, Joe Biden, Elon Musk, Bill Gates and Apple, is "small potatoes compared with the much worse things a malefactor could do with access to Twitter's highest profile accounts," such as President Donald Trump's, writes Ina Fried. Twitter attributed the breach to a "coordinated social engineering attack" on its own employees that enabled the hackers to access "internal systems and tools."

Full Story: Axios (7/16), TechCrunch (tiered subscription model) (7/15), TechCrunch (tiered subscription model) (7/15)

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Connecting & Collaborating

Opinion: Future expectations in experiential marketing

Coronavirus lockdowns and a consumer focus on societal changes stemming from the pandemic, protests and other issues will spark new changes in experiential marketing with less emphasis on tactics that could be perceived as unsanitary and events with high-ticket prices, write Jessica Reznick Martin and Rachel Saunders. Instead, they predict the "new normal" will be virtual experiences, "hyper-local geotargeting" and "micro-events" or "social clubs."

Full Story: Campaign US (tiered subscription model) (7/15)

Create relevant content by asking questions

(Pixabay)

Ann Smarty explains how marketers can incorporate question research into social strategies to create content tailored to prospects' needs and drive action. She uses screenshots to describe the benefits of tools such as Text Optimizer and displays examples to describe how to host live events to address questions or monitor social to helpfully answer industry- or brand-related queries.

Full Story: Social Media Today (7/13)

	Coronavirus IMPACT report: Global Digital Advertising Market This global impact study examines how the ongoing COVID-19 pandemic has affected digital advertising strategies, messaging, and spend across North America and Europe. Get the report.

Marketer Moments

GS&P, Marketing Arm, Doritos invite fans to "Crash"

(PRNewsfoto/Frito-Lay)

Doritos, with Goodby, Silverstein & Partners and The Marketing Arm, is taking inspiration from its "Crash the Super Bowl" contest for a "Crash From Home" competition that's inviting people to submit a video featuring its chips for a chance to win prize money and have their creation shown during the Sept. 13 NFL "Sunday Night Football" game. The brand will choose 15 winners, who will each receive $10,000 and have their video shown in a compilation ad, and top picks will also be showcased on social.

Full Story: Ad Age (tiered subscription model) (7/15), Adweek (tiered subscription model) (7/15)

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Sponsored content from Twitter

Five best practices for virtual watch parties

In times of isolation, people turn to video for moments of levity and inspiration. Smart brands can help by hosting Twitter watch parties for a show's biggest fans. These five best practices can help you throw a party truly worth watching. Check it out.

How Salesforce launched a virtual content series.

Salesforce is bringing brands and business leaders together virtually with #LeadingThroughChange, a new weekly content series live-streamed on Twitter. Learn more about how the company has adapted its live event strategy to the new normal.

Platform News

Snapchat gives brands more content control in profiles test

Ben & Jerry's, Dior, Target and Universal are among 30 marketers that have signed on to test Snapchat's new brand profiles. The brand profiles, akin to public profiles, offers e-commerce capabilities (via Shopify), branded augmented reality Lenses, Story posts and content highlights. "We're building toward a future where the Snapchat community can engage with businesses of all sizes across the variety of products on our service," said Snapchat's Carolina Arguelles in a statement.

Full Story: Campaign US (tiered subscription model) (7/15), Adweek (tiered subscription model) (7/15), Social Media Today (7/15)

US government advances TikTok review

White House chief of staff Mark Meadows said the Trump administration is reviewing TikTok business practices parallel to the Committee on Foreign Investment in the US inquiry, which also follows Secretary of State Michael Pompeo's recent mention of a potential app ban for US devices. There is no specified timeline for the investigation, but Meadows predicted the review will be concluded within "weeks not months."

Full Story: BNN Bloomberg (Canada) (7/15), The Verge (7/15)

Pinterest offers deep dive into platform perks with marketing guide
Social Media Today (7/15)

Facebook advocates for more collaboration on privacy
MediaPost Communications (7/15)

Reddit enables users to expand posts with Image Galleries
Adweek (tiered subscription model) (7/15)

Measurement Matters

Millennials, Gen Z seek health info on social media

(Pixabay)

Social media is the primary source of health information for 62% of millennials and 52% of Generation Z who have a chronic condition, according to surveys by Healthline. Twitter and YouTube are the most popular health information sources among millennials, Gen Z favors Facebook and Instagram, and 44% across all age groups value opinions and advice from so-called health influencers.

Full Story: Forbes (7/14), MediaPost Communications (7/14)

Social Shareable

Rubik's Cube maximizes pandemic puzzling on TikTok

(PRNewsfoto/Rubik's Brand Ltd.)

Rubik's Brand maximized the organically trending #CubeAtHome hashtag on TikTok with a campaign celebrating the Rubik's Cube 40th anniversary that features influencers demonstrating how to solve the puzzle. #CubeAtHome has garnered more than 17.7 million TikTok views, and the brand's campaign #AdventureEveryTurn has attracted 2.2 million views on the platform.

Full Story: Mobile Marketer (7/15)

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