Hello, we are social. We’re a global conversation agency with offices in Sydney, New York, London, Paris, Milan, Munich, Singapore & São Paulo. We help brands to listen, understand and engage in conversations in social media.
We’re a new kind of agency, but conversations between people are nothing new. Neither is the idea that ‘markets are conversations’.

We’re already helping Optus, eBay, Kia Automotive, Nivea, Expedia, Sony, Roadshow Films, Seven Network, Open Universities Australia & Adidas.

If you’d like to chat about us helping you too, then give us a call on (02) 9046-3700 or drop us an email.

We Are Social’s Tuesday Tune-Up #153

by Colin Fairley

Celebrities latch on to ALS Ice Bucket Challenge
Wherever you look on social, celebrities are dousing themselves in buckets of ice cold water, all in the aim of raising funds for the ALS Foundation. Aside from the awareness, whats been great is the creative and entertaining ways the stars have executed the challenge and in turn upped the stakes for their nominated famous friends.

New Facebook tracking tool works across devices
Facebook has created a new reporting tool, which will allow advertisers to track consumers across devices. The advertiser can find out which device a user saw an ad on, and where they made a purchase. This allows them to discover when a mobile ad led to a desktop sale, or vice versa. The tool places trackers on an advertiser’s sites and apps, which can measure a variety of conversion types: web views, basket adds and purchases.

Twitter releases Promoted Video beta
Twitter has launched a beta version of its Promoted Video ads, which will charge advertisers only when a user hits play. The network claims its intention is to create a richer video experience for users, but it must also have revenue generation in mind. Here’s what the ads look like on mobile.

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Twitter adds celebrity mobile features
Twitter has added two new mobile features that it hopes will facilitate conversation between celebrities. Now, verified users on both Android and iPhone can receive mobile alerts whenever another verified user follows them, while those on iPhone can also choose to view only verified users in their stream.

Fanta produces comedy series for Vine
Fanta is taking to Vine to produce a set of weekly comedy videos. Dubbed #FantaForTheFunny, the campaign will enlist three different Vine celebrities, in the hope that it will appeal to teens and young adults.

Groupon sees success on Snapchat
Groupon has launched on Snapchat. The brand’s opening gambit saw it send out a Snap promoting a deal for Wiz Khalifa tickets. They sold out in two minutes after 700 clicks, 250 screenshots and 1,000 direct messages, all resulting from that one piece of content. Another example has seen Groupon set up a competition, asking fans for their best ‘hey grill’ chat up lines, for the chance to win (you guessed it) a grill.

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AT&T’s @SummerBreak campaign spreads across social
Telecoms company, AT&T, has created a cross-platform social media campaign around ‘Summer Breaks’. This includes a set of YouTube videos, uploaded three times a week, as well as content on Twitter, Instagram, Tumblr, Vine and Snapchat. For the latter, it has accrued almost 45,000 followers in two months, all from scratch and without the help of paid media.

AmEx produces content through design partnership
American Express has partnered with a number of artists to produce a series of social content on the theme of design. This will be posted between now and the end of the year, and it’s already producing some effective results: Instagram interactions have doubled, while Twitter favourites have increased three times over.

Brands talk shark week on social
In case you missed it, last week was shark week. Naturally, a number of brands wanted a bite (sorry) of the action. Here are some of the best examples.

Premier League to get tough on Vines
The Premier League is looking to clamp down on people sharing unofficial Vines. The Premier League’s director of communications, Dan Johnson, said of the move:

You can understand that fans see something, they can capture it, they can share it, but ultimately it is against the law. It’s a breach of copyright and we would discourage fans from doing it, we’re developing technologies like gif crawlers, Vine crawlers, working with Twitter to look to curtail this kind of activity.

We’ll see how successful they are. If we’re honest, we’re pretty sceptical.

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We Are Social’s Tuesday Tune-Up #152

by Dhanuj Selvaraj

Jack Daniel’s fans to build a bar
To celebrate Jack’s birthday in September, Jack Daniels’s are building the world’s first crowdsourced bar – “The Bar That Jack Built”. In Jack Daniel’s Australia’s new Facebook video, fans were asked to contribute building materials, furnishings, big ideas and their expertise to put the bar together.

Note: You need to be logged into Facebook and located in Australia to see the above content.

Global social users pass two billion
After Facebook released their latest active user figures, it seems that global social media users have passed the two billion mark, out of a total global population of 7.18 billion, and 2.95 billion worldwide internet users. Mobile is increasingly big, too – 1.56 billion are considered ‘active mobile social users’. Facebook is the largest network, with over 1.3 billion monthly active users worldwide, while Tencent QQ is the largest messenger app with 848 million. For more information, you can read our blog post on the subject.

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Snapchat is growing its smartphone penetration
Snapchat is now the third largest social app among millenials by smartphone penetration, according to the comScore Mobile Metrix for June 2014. The app is present on 32.9% of smartphones owned by 18-34 year olds; only Facebook (75.6%) and Instagram (43.1%) are higher.

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Facebook is removing like gates
Facebook is scrapping the ‘like gate’, the system by which developers can require users to ‘like’ a page in order to enter a competition or use an app. The network appears to be keen that when people ‘like’ a page, it’s because they actually like it. A Facebook blog post said:

To ensure quality connections and help businesses reach the people who matter to them, we want people to like Pages because they want to connect and hear from the business, not because of artificial incentives. We believe this update will benefit people and advertisers alike.

Twitter updates ad pricing model
Twitter has announced new tools for ‘objective-based campaigns’, including four new ways to buy ads on the network. Previously, the only option was ‘cost per action’ (RTs, replies, favourites), but the following are now all viable payment options: new followers, conversions to external websites, app installs or user email addresses.

Twitter launches ‘flock to unlock’
Twitter is testing a new feature called ‘flock to unlock’, in which a certain number of users must retweet a message in order to unlock a deal, or exclusive piece of content. The first brand to trial the system is Puma – the sportswear giant will be offering access to a set of TV ads two days before their full release.

Twitter tests showing tweets from accounts your friends follow
Twitter is reportedly showing some users tweets from accounts they don’t follow, but which are followed by those that they do. The below tweets by @aleefbaypay display what it looks like.

 

 

 

Twitter adds ‘payment and shipping’ option
Some Twitter users have noticed a new ‘payments and shipping’ option in the settings section of the Android app. It’s not currently functional, but has fuelled speculation about a native shopping service on the platform in future.

Pinterest updates messaging on the platform
Pinterest has released a new messaging feature, which allows users to further discussion about their favourite pins. Previously, users could share pins with one another, but the feature has been expanded to include proper conversation. The video below details how it works.

Foursquare launches its new app
Foursquare has launched the latest version of its app, minus the check-in. Since all its social features have been moved to Swarm, the main app is now intended as a rival to the likes of Yelp, and hopes to provide personalised recommendations. These will be based on a combination of location data and specific ‘tastes’, which users can enter into the app.

This is bound to have an impact for advertisers. Naturally, there are challenges with moving from two apps to one; Foursquare now requires people to download Swarm before it can continue obtaining their valuable check-in data. In theory, though, there are also huge potential benefits. With access to location and taste data, Foursquare could become a destination for highly targeted marketing – it’s certainly something to keep an eye on.

Sprint sends the Frobinsons on holiday
Telecom company, Sprint, has been using a fictional family, named the Frobinsons, to promote its friends and family plan. It is now extending the campaign on social, by sending them on a road trip, in a brand tie-in with Roadtrippers. Content will be released from @Sprint, @TomFrobinson and @Roadtrippers on Twitter, as well as on Facebook.

McDonald’s gets backlash from Instagram ads
McDonald’s has been running a series of ads on Instagram in the last few weeks. However, user feedback hasn’t always been great – in fact, there’s a significant amount of negative feedback on each post. This may be the case as Instagram users get used to ads on the network, but it’s a worthwhile warning to brands using ads on social media.

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The identity crisis in social

by mobbie nazir in News

Campaign recently published this article by me about putting social thinking at the heart of marketing strategies. They’ve been kind enough to let us reproduce it in full below:

Unsure of your role in life? Feel like you don’t know the ‘real’ you? If you answered yes to the previous questions, you may be experiencing an ‘identity crisis’. From being the new cool kid on the block to the recent tantrums over Facebook’s declining organic reach, the social media industry is reacting to a challenge to its “sense of self”.

Borrowing from the developmental psychologist Erik Erikson, who coined the term identity crisis, resolution of the crisis depends on achieving a balance between a state of commitment and exploration. Commitment to the principles of what has always made social media a powerful part of the communications mix, and exploration of what change might enable while remaining grounded in those original principles.

It will be interesting to see how the role of paid media evolves in relation to social media, but it would be a mistake to recast social media entirely as an advertising-led, mass-distribution channel. Instead, we should remain committed to focusing on how we place ‘social thinking’ at the centre of marketing strategies. It’s about creating ideas based on understanding consumers not just as individuals but as members of connected communities. It means understanding the needs and motivations of people, and activating these through creative solutions that encourage connection, conversation and sharing.

Such insights are what takes communications from being interruptive content that, in the words of Banksy, “butt into your life, take a cheap shot at you and disappear” to ideas worth sharing. But, sadly, many marketers still believe a social idea is something that is just executed on social media – indicated by the all-too-common practice of taking a traditional broadcast advertising idea and attempting to “adapt” it for social channels. Such efforts, at worst, create the epic social media fail moments of our industry and, at best, have no impact at all.

Placing social thinking at the centre of marketing requires a shift in how brands and agencies collaborate, a shift in mindset in terms of how ideas work and a depth of understanding of what makes an idea truly social. We Are Social was created with this in mind. Our analysts work quantitatively to provide our teams with an understanding of communities and their behaviour. Our community managers give qualitative feedback based on the daily observations of conversation dynamics. Our strategists use these insights to ensure we’re reaching consumers in the most effective way. And our channel-neutral creatives produce ideas that people want to talk about. Every part of the agency has been built from the ground up to create truly social ideas.

Our “Live young January” campaign for evian shows how social thinking can drive an integrated strategy to create mass impact. At the heart of the campaign was the insight that January is the most miserable month of the year, with people sharing their misery through social channels. We took this insight to create a stream of daily content to cheer up commuters with evian’s ‘Live young’ message. It was one of the year’s biggest print and outdoor campaigns, and included content on Transvision screens and escalator panels in train and Tube stations across London, as well as experiential events and content for social channels. The campaign generated a 19 per cent year-on-year sales increase for evian.

Social thinking can help marketers understand their audience, and listening to their communities and conversations can not only help develop better communications ideas but also products that consumers will love and naturally want to talk about. Our “Get Well Soup” campaign for Heinz embraced this approach and has been so successful that it has now run for four consecutive years. This concept began with a social insight – recognising that people were sharing their complaints about colds and illnesses during the winter and that others were responding with sympathy. We provided consumers with the means to help their friends feel better: a personalised can of soup, sent via Facebook. The concept even formed the basis of Heinz’s winter TV ad.

Social ideas unlock real value in how brands can build deeper, more impactful relationships with people. Social ideas encourage active conversation – it’s built into their DNA. People naturally want to talk about them, which, in turn, drives them to understand and formulate opinions about the brands they engage with.

Of course, that’s not to say that social media isn’t important – of course it is. This is where consumers are spending most of their time now, even overtaking time spent watching TV. But being able to understand and use social media for the insight needed to develop social ideas is where the future lies. And the agencies that will deliver the best work for clients in this future will be those that are putting social thinking at the centre of marketing.

We Are Social’s Tuesday Tune-Up #151

by Debbie Mundell in News

Welcome to this week’s round up of social media news from across the globe!

Getty Images new role with Tropfest Australia
Getty Images has just been announced as the official photography, video and production music partner for Tropfest Australia. Entrant’s in the short film festival will now be able to source content from Getty Images’ and the brand will be the Official Photographer for Tropfest Australia, snapping images at Tropfest finals night and providing prizing for the winners.

Brownes Dairy: #THATSSOWA Instagram Campaign
As a way of celebrating life in Western Australia, Brownes Dairy has asked social media users across the state to share their favourite images of Western Australia using the campaign hashtag #THATSSOWA. The brand has been sharing images to their Brownes Chill Instagram account as well as curating and producing the below video showcasing the images and Western Australia. To date the campaign hashtag has been used a total of 1,292 times (ref: Iconosquare).

Sportsbet launch new Mobile Betting App
As a way of proving that their new mobile betting app is ‘Faster-er, Easier-er, Better-er’ Sportsbet has launched a new campaign proving how efficient and quick their app is to use. The ads targeted towards their majority male users demonstrate that despite a clingy girlfriend or with a phone fast running out of battery that it will still be possible to place a bet. The ads will run for 9 weeks across radio, TV and online channels. Take a look at the first ad here…

Facebook is moving messages
Facebook has announced that it will remove messages from its main iPhone and Android apps, forcing mobile users to download the standalone Messenger app. The change will be rolled out worldwide in the coming days.

Facebook to remove Gifts
Facebook is shutting down ‘Gifts’, through which users could purchase gifts for one another, effective from August 12th. The Gifts team is being reshuffled to concentrate on some of Facebook’s other commercial ventures, including the ‘Buy’ Button. Before you start getting emotional, here’s one last look at Facebook Gifts:

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Instagram catching up with Facebook for marketers
Mercedes Benz is reportedly retargeting Facebook users who have previously seen one of its ads on Instagram. This is the first time that such integration has existed between the two networks, and may well be the start of something considerably bigger. Indeed, figures have been released this week that suggest Instagram is catching up with its parent company for branded content. Instagram saw 493,000 brand posts last year – a way behind Facebook’s 2.5m, but a year-on-year growth of 49%, compared to Facebook’s 22%. For Facebook’s 6bn total actions on those posts, Instagram saw 3.4bn, amounting to 6,932 actions-per-post, way above Facebook’s 2,396.

Instagram launch Bolt
Instagram has launched its second standalone app, Bolt, which it hopes will compete with Snapchat. The two share many similarities – you can send photo/video content with a single tap, annotate it with text and, of course, it disappears once it’s been viewed. However, Bolt is slightly different, as users are limited to a contact list of 20 close friends. It’s been launched in New Zealand, Singapore and South Africa first – expect a wider rollout pretty soon.

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McDonald’s Instagram Ad Backlash
Whilst here in Australia we are waiting to start receiving ads in our Instagram feeds, another brand has recently been rolling out a campaign in the USA. McDonald’s ran a few different sponsored ads promoting their Bacon Clubhouse burger. The ads themselves did receive high numbers in terms of likes, however the comments received were largely negative. The images used by the brand were targeted towards the millennial market. Amidst expectations of revenues as high as US$100 million quarterly from paid advertising, Instagram is definitely going to be a channel where brands need to really understand how their target audience use the platform and their behaviour in terms of what resonates and drives high positive engagement.

Facebook add features to Slingshot
Facebook has updated Slingshot for the first time since its release. Users can now react to reaction messages as many times as they like, but will still be required to ‘unlock’ each first message by sending a shot of their own. There’s also a new ‘My People’ tab that makes adding contacts easier – it includes all of a user’s Facebook friends and mobile phone contacts.

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Twitter has strong Q2, won’t rule out more changes
Twitter has released its Q2 financial report, which goes a fair way to answering some of its critics. It added 16 million new monthly active users, reaching a total of 271 million worldwide, while revenue grew 124% year-on-year to sit at $312m (of which ad revenue makes up $227m).

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Independent analysis by Socialbakers suggests that Twitter has improved its engagement, too. Analysing 11,000 different accounts between June 2013 and June 2014, Socialbakers found that the average interactions-per-month increased from 17,098 to 27,653. For brands, the increase was from 1,801 to 3,961, while media accounts went from 19,541 to 50,701.

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Increased engagement has been attributed at least in part to changes in Twitter’s user interface, making it more straightforward for new users. Indeed, Twitter CEO Dick Costolo was asked last week about implementing an algorithmic timeline, like Facebook’s, and refused to rule it out:

I think it’s fair to say that we are not ruling out any kinds of changes that we might deliver in the product, in service to bridging that gap between signing up for Twitter and receiving immediate value… you will see a number of kinds of experiments that we produce there.

Twitter is currently testing a change that appeals to ease of use, with some of the more common acronym hashtags accompanied by an expanded label to explain their meaning.

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Twitter embed linked tweets inside other tweets
Twitter’s changes don’t stop at the above. The platform now embeds linked tweets inside other tweets on its web version. To embed a tweet, simply include the link to it, and something like the below will appear.

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LinkedIn increase Q2 revenue and launch ad product
Twitter wasn’t the only social network to reveal its Q2 finances last week. LinkedIn announced a total revenue of $534m (up 47% year-on-year), of which 60% came from within the USA. Marketing accounted for 20% ($106m) of the figure. The network is also looking for new revenue streams and is launching a new standalone product to offer a curated stream of updates (job changes, press announcements, status updates and blog posts) from target accounts, which could prove very useful for B2B advertising.

LinkedIn add ‘follow’ button
LinkedIn has rolled out a ‘follow’ button to millions of its members, which allows them to receive updates from another user without formally connecting. The button can be hard to find at the moment – it appears next to certain posts in the home page or via the ‘view recent activity’ option on a user’s page.

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Pinterest acquire Icebergs
Pinterest has purchased Barcelona-based startup, Icebergs, which allows creatives to collaborate on projects online, using images, videos and other digital content. Luke Carrell, strategy director at We Are Social, spoke to ClickZ about the move.

Pinterest’s existing functionalities emphasize a sense of collaborative curation that just doesn’t exist on other platforms. Users and brands have taken notice, so it makes sense that Pinterest would look for ways to expand its offering around that.

Snapchat set for $10bn valuation?
A year after rejecting a $3bn takeover bid from Facebook, Snapchat could be set for a valuation of $10bn in its latest round of funding. Bloomberg has stated that the company is in talks with Chinese internet giant, Alibaba, though neither side has commented so far.

BMW to advertise on Medium
Medium, the blogging platform developed by the founders of Twitter, is set to include advertising for the first time. Its latest collection of articles, dubbed ‘Re:form’, will appear alongside sponsorship from BMW.

Mountain Dew trial ‘click to call’ Twitter ad
Mountain Dew has experimented with one of Twitter’s new ad formats, ‘click to call’. It has done so successfully, too: the competition tweet shown below received roughly 3,500 calls in total.

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Red Bull create cardboard Vine
Marketing Magazine has run a piece on the best Vines of the week, with Red Bull taking the top spot. The energy drink combined an innovative use of its packaging with promotion for its upcoming Air Race.

Red Bull promote Air Race on Twitter
That’s not the only interesting social ad for Red Bull’s Air Race, either. The below promoted tweet, apparently made using ‘unsafe characters’, bleeds into the tweet above.

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Expedia create Facebook ‘Travel Profile’
Expedia is furthering its ‘Travel Yourself Interesting’ tagline with the creation of a pan-European Facebook campaign, dubbed the ‘Expedia Travel Profile’. The app scans a user’s profile for various travel-related pieces of information, such as the number of countries visited and most interesting form of transport taken, and creates an infographic from the results

Hellmann’s creates ‘Summer Hack’ videos
Hellmann’s is tapping into the online ‘life hacks’ trend, producing a set of YouTube videos called ‘Hellmann’s Summer Hacks’. Each one shows viewers how to turn an empty jar into something useful for summer, from miniature BBQs to solar-powered lanterns.

HSBC and We Are Social UK create ‘Your Future Self’
We Are Social UK and HSBC have teamed up again for ‘Your Future Self’, a campaign that celebrates how university can contribute to later life. First of all, the bank is releasing four separate documentary films, each focusing on an individual whose life was changed by university. This will be followed by a competition in which contestants submit a ‘future selfie’ of where they hope to be in years to come – winners will be selected for a donation towards their future.

NBA adds its Twitter handle to match ball
The National Basketball Association is looking to increase its number of Twitter followers by adding its handle, @NBA, to the official match ball. It’s potentially a nice move, but the font might need to be a bit bigger before we start noticing it all that often.

We Are Social’s Tuesday Tune-Up #150

by Gillian Collison

‘Symbol of Peace’ goes viral

As violence continues between Israeli forces and Hamas, a selfie taken by Sulome Anderson has gone viral on Twitter, sparking a symbol of peace in the Middle East. The photograph shows Arab-American journalist Anderson and her Israeli-American boyfriend kissing while Anderson holds a piece of paper reading “Jews and Arabs Refuse To Be Enemies.”

The statement has now become a hashtag and resulted in thousands of tweets and retweets from around the globe calling for peace. Anderson states in  NY Mag essay they “posted the picture without a second thought” to support a then little-known Facebook page. She admits now that the response is “scary and overwhelming. But we both know that afraid is the wrong way to feel about it.”

 

David Jones launches collection via YouTube

In a move from the retailer who is usually behind competitors in the digital space, David Jones has kicked off its new spring and summer collection with a 90-second video piece via it’s Youtube channel.  The highly stylised video titled ‘Explore S/S14 David Jones Film’ features Jessica Gomes, Montana Cox and other models on a playful journey through cities, beaches and forests as directed by Jeffrey Darling. The video can be seen on David Jones’ newly launched Youtube channel which coincides with the launch of  content environment website ‘Style HQ’.

Mobile social users engage more with brands

Mobile social users are more likely than their desktop-only equivalents to ‘like’ branded content, according to a survey of 37,000 US online adults. The study asked recipients if they liked something a company posted at least once per week; 49% of tablet users and 46% of those using smartphones said that they did, compared to 37% of desktop/PC-only users. Meanwhile, 64% of US online adults access social media through desktops/laptops, 45% on smartphones and 25% tablets.

Facebook releases Q2 results

Facebook released its Q2 results last week and they contained some impressive numbers. Monthly active users (MAUs) have grown to over 1.3 billion, up from 1.276 billion in Q1, while mobile MAUs now total 1.07 billion (vs. 1.008 billion last quarter).

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The real success, though, is financial. Total revenue has increased to $2.9bn, the company’s biggest quarterly total, up from $2.5bn in Q1.

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Ad revenue for the quarter amounted to $2.68bn, of which 62% came through mobile. Indeed 30% of the network’s MAUs access it solely through mobiles or tablets, leading to discussion about the potential for a mobile-only version of Facebook. Ad prices more than doubled last quarter, too, allowing Facebook to increase its revenue while reducing the number of total ads. These figures combined have led to a valuation of $192bn, more than Disney or Toyota, which is 128 times its profits for the whole of last year.

LinkedIn adds new ad capabilities

LinkedIn has launched ‘Direct Sponsored Content’, a new ad format that will allow advertisers to test, tailor and target content, much like they do on Facebook. The new system will compliment ‘Sponsored Stories’, the main difference being the ability to target different messages at specific audiences.

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LinkedIn buys Bizo

Some more big ad news from LinkedIn: the network has purchased business-to-business digital advertising company, Bizo, for $175m. Deep Nishar, LinkedIn SVP of product and user experience, said of the move:

Our ability to integrate [Bizo's] b-to-b solutions with our content marketing products will enable us to become the most effective platform for b-to-b marketers to engage professionals.

Foursquare sheds check-ins

Foursquare has launched the latest version of its main app, through which you can longer check in. To do so, users will now need to use ‘Swarm’ – the main Foursquare app is being reinvented as a discovery service, similar to the likes of Yelp.

‘The Giver’ produces Kik campaign

A new film for young adults, named ‘The Giver’, is launching a campaign on messaging app, Kik. The film’s promoters have created a card that contains a trailer, trivia and film-branded stickers, all of which can be shared with other users within the app.

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Applebee’s looks for Instagram ‘Fantographers’

Over the next year, US restaurant chain, Applebee’s, is to populate its Instagram feed with content from ‘Fantographers’. First, users opt in for a microsite, then anything shared using #Applebees or #Fantographer is eligible to be posted by the brand. Each image will have a border added, like so:

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adidas and Champs Sports launch #adicolorTV

adidas has joined up with Champs Sports to produce a set of four online shows hosted on Instagram. The campaign, dubbed #adicolorTV, is being run through the Champs Sports page.

Expedia wants throwback photos

Expedia is looking to tap into the ‘Throwback Thursday’ trend on Instagram and Twitter by asking users to tweet such photos @Expedia using #ThrowMeBack. Each week, one winner is selected to receive a voucher, so that they can revisit the site of their photo.

Prime TV to reveal everyone’s favourite child

A new season of Modern Family is set to premiere on New Zealand’s Prime TV, which has created a Facebook app for the occasion. The ‘Favourite Child Detector’ analyses your Facebook history and ranks you and your siblings based on interactions from your parents.

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Michelle Phan being sued over music licensing

Here’s a cautionary tale to any brands and content creators using other people’s music or images withour permission. YouTube star, Michelle Phan, is being sued by electronic dance music label, Ultra, for allegedly using its music without the proper permissions. Phan sells adverts against her channel, and also uses it to promote her makeup line.

Captain Morgan made to remove Facebook post by ASA

Diageo-owned rum brand, Captain Morgan, was forced to remove a Facebook post, after the UK’s Advertising Standards Authority ruled that it implied alcohol helps conquer boredom. The text read “Wednesday. I’m declaring war on mid-week boredom”, so you can sort of see where they’re coming from.

David Mitchell writes a short story on Twitter

David Mitchell, author of ‘Cloud Atlas’, has released a short story piece-by-piece on Twitter. It’s taken 280 tweets – here’s how it starts:

 

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