KFC fights hunger with #KentuckyFriedGivingChallenge
How brands are striving for slice of metaverse revenues | How to overcome 4 hurdles to effective DEI marketing | Understand Twitter updates for better campaign results
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Metaverse business divisions from Disney, Nike and Meta are only one example of brands' rush to secure the technology's revenues, which are projected to reach $800 billion to $1 trillion. Benetton is giving game players QR codes that they can use for in-store purchases, and Roblox has created a proprietary digital currency in addition to an assortment of virtual experiences.
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Ambreen Ali outlines four challenges marketers face when implementing effective diversity, equity and inclusion initiatives and explains how to overcome them. The four hurdles Ali tackles are accountability, buy-in from employees, a lack of internal diversity, and a focus that's too narrow.
To start seeing greater results from your Twitter ad campaigns, you first need to make the shift to using the Tweet Composer where you will create image and video ads through a single interface that allows you to upload media, write headlines, compose tweets and issue calls to action, writes marketer Anna Sonnenberg.
Content creators should look within organizations for interesting origin stories that demonstrate how a business "solved a problem, challenged the status quo or turned an industry on its head," suggests Ann Wylie. Product development histories can be mined for compelling content, and lists of award winners can be better dramatized by focusing on individual human achievements, Wylie writes.
Kia, with DaHouse, has partnered with "the metaverse's very first DJ," a virtual being named Wave whose "move.ment" music software is designed to create tracks that induce a "flow state" of creativity. One new spot features an "Every Single Move" track from Wave, with music artists Thom K and JNVR, and an upcoming campaign with SoundCloud will let fans virtually interact with move.ment to make their own music.
Kentucky Fried Chicken has teamed with TikTok creator Isaiah Garza for the #KentuckyFriedGivingChallenge, which will donate $500,000 to nonprofits tackling hunger in America. The challenge invites nonprofits to share videos showing how they're fighting hunger, and TikTok users will get the chance to vote for an overall winner from 11 chosen finalists.
Meta is establishing The Network by We the Culture, an online community designed to help Black creators connect and access relevant tools, resources and content performance insights. The program is an extension of its We the Culture creative community of Black employees and creators who are championing Black culture.
YouTube plans to help creators monetize the platform by providing comparative performance analysis and revenue based on format type. YouTube also is experimenting with providing information regarding popular search terms so creators can spot and fulfill interest gaps.
A photo posted on Reddit showing a dog and two cats peeking through a door that's slightly ajar has gone viral, attracting more than 105,000 upvotes. The photo is accompanied by the copy, "The gang is eagerly awaiting dinnertime."
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The metaverse may be the next iteration of how we use the internet to connect, communicate and transact so it's also important for brands to stay in a 'test-and-learn' mode and remain agile as they venture into this uncharted territory.
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