Picks of the Week: April 30, 2018
Account Coordinator, Consulting
Shazam Unveils Its New Campaign – “Unmute Daniel”
Shazam has partnered with MullenLowe Singapore to launch its new digital campaign in effort to raise awareness of cyber bullying. The campaign features a cyber bullying victim – ‘Daniel’ and his perspective as a victim as well as the perspectives of the bully and the bystander and uses the technology of Shazam to communicate with their target audience – youth. Media installations will be exhibited as bus shelters, and in schools all across Singapore. Using media screens and a sound with a frequency inaudible to the human ear, display messaging is projected encouraging people to open the Shazam app on their smartphones. Once the sound is detected by the app, it will be linked to the campaign website, which shares the story of Daniel. This may be symbolic to the concept of cyber-bullying – although it may not be seen or heard by everyone – it doesn’t’ mean it isn’t happening. With this initiative, Shazam looks to integrate their technology to raise awareness of the prevalence of cyber bullying.
Snapchat and Netflix with the Indian Premier League
Snapchat and Netflix have announced partnerships with Indian Premier League (IPL), leveraging the dominant presence of cricket in India.
Snapchat has partnered with four teams, Mumbai Indians, Royal Challengers Bangalore, Delhi Daredevils and Rajasthan Royals to provide not only official Snapchat Stories, but stickers, filters and lenses, all dedicated to cricket fans. Netflix has also partnered with Condé Nast Entertainment and the Mumbai Indians to produce an original unscripted eight-part series, showcasing the unseen aspects of the team. With the Mumbai Indians three-time title winner of the IPL, Netflix selected one of the best teams in cricket to follow.
There is definitely a trend of social media channels partnering with sports properties (i.e. Twitter’s partnership with MLB). Snapchat entering the Indian market is strategic because cricket is a less crowded space and India is an area where their brand awareness can increase. The Indian Premier League’s fans are passionate is a good test to see if cricket-specific filters and behind the scenes content is an effective way to engage with these sports fans. Netflix’s eight-part series has the potential to expand the cricket audience internationally, including Canada where talks of a professional cricket league have already begun. MKTG will be keeping an eye to see if the content produced from both Snapchat and Netflix is engaging and is able to flourish into a stronger partnership.
Audi launches new campaign celebrates the act of driving
Audi reminds us that driving isn’t just a mean of transportation. It’s an irreplaceable feeling. It’s the kind of lifelong love affair, that no matter where you go, or what you do, you’ll just never shake. The new 2018 Audi R8 Spyder Campaign: “Driver” tells the story of ‘David’ as it uses themes of technology while retaining the virtues of the human emotion. As the self-driving car become more of a reality, life itself will certainly become more safe and leisurely. But due to the human nature which thrives on thrill and restlessness, will we find ourselves too relaxed and soon long for the days of being behind the wheel? The ad walks a careful line of celebrating the act of driving without attacking the idea of autonomous cars. Audi being one of the industry leaders on integrating self-driving and responsive technology into popular models like the A8, the ad embraces the present and narrates the feeling we all have about the future self-driving cars.