Picks of the Week: October 23, 2017
Los Angeles Metro recruits YouTube stars to remind riders of public transit “etiquette”
Los Angeles Metro is evolving the edginess of their 2016 “Safetyville” commercial series for their newest campaign, going all out with a hilarious and visually stimulating, high budget production.
In hopes of their campaign becoming viral, two YouTube stars, Mike Diva and Anna Akana - whom together surpass the 2.6 million subscribers and 250 million views-, were recruited to remind commuters about public transit etiquette. The videos mimic the style of Japanese television production that Diva previously used in a mock Donald Trump campaign ad released during last year’s election and showcases both of the YouTubers’ artistic authenticity and personality. There is no doubt these ads will grab the attention of riders, and the trend of leveraging influencers like Mike Diva is becoming more and more common.
Assistant Cordinator, Activations & Events
Vemno Aims to Become Household Name
This week, Paypal’s US-based free digital wallet payment platform, Venmo, rolled out a new ad campaign aiming to turn its brand into a verb. The campaign is called “Blank Me” and uses creative sentences with a fill in the blank style line where there is only one option to be filled in – Venmo. The placement of the ads is in settings where you might need to use the app, such as social occasions, sporting/entertainment events and is targeting large cities and college towns. According to Venmo marketing director Kasia Leyden, the campaign “embodies the spirit of Venmo and celebrates Venmo’s verb status and place in the zeitgeist.” The campaign also includes digital ad buys across Tinder, Spotify, Facebook and Twitter.
Venmo handled $17.6 billion in transactions in 2016 and is on pace to surpass that this year. This campaign is great because the prominent usage of Venmo as a verb is completely user generated and occurs naturally by word of mouth. Would not be surprised if it becomes synonymous with payment services and only grows.