Here are all of the posts tagged ‘australia’.

Essena O’Neill: the warning for social media professionals (and parents)

by Suzie Shaw in News

essena-oneill copy

You may already have heard about Essena O’Neill.

The 19 year-old Australian model has launched a very public rejection of social media.

First she re-wrote the captions on many of her posts, to point out to her 612,000 followers occasions where she was being paid to promote products, or to reveal that she had snapped up to 100 selfies to get the right pose. She slammed Social for its “fakery” and superficiality. Then she deleted her profiles. Or rather, pointed them towards a new site, which promotes the benefits of positive living and a vegan diet.

I first became aware of this story over the weekend, when my teenage daughter, who has recently become vegan herself, told me about Essena and her plea to young people to abandon social media in pursuit of a more meaningful existence.

It had clearly touched my daughter, who is very active on and influenced by social media. As the mother of a teenage girl, and Managing Director of Australia’s largest social media specialist agency, We Are Social, this story has certainly got me thinking.

Thinking about the risks our children may be facing, by growing up in a world where identity is formed and validated on our social networks. And from a professional perspective, thinking about whether Essena’s move was a sign that we could be seeing the beginning of a significant shift: the marketing industry is only just beginning to wholeheartedly embrace people like Essena as brand ambassadors and social media influencers; an entire economy is springing up around people just like her. Is that now under threat? Too early to call, but definitely one to watch.

My take on Essena is that her behaviour is actually no different to that of many a teenager, flailing from one slightly extremist position to another – bikini-clad narcissist to crusading vegan. So far so normal for a teen, except she happens to be having her existential crisis on the world stage, which exponentially compounds it. (See Miley, Bieber, Britney et al).

The fact is, we’re all responsible for maintaining our own integrity – privately and publicly – and sadly, it seems Essena feels she had taken a wrong turn. I do hope she isn’t too hard on herself. Personally, I think she was too young to be able to make the astute assessments and judgements necessary in terms of where to draw the lines in this space. That’s where I think parents have responsibilities to help guide and protect our children as they shape their delicate characters. The story highlights to parents the need to have an honest and open dialogue with our teenagers.

That’s what I will be doing this evening.

Finally I have to say that I did find it a little ironic that she was publicly decrying social media… on social media.

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We Are Social’s Tuesday Tune-up #189

by Harriet Lane

Cadbury and Vegemite’s food mash up
Many thought it was a social media hoax, but Cadbury’s Vegemite-flavoured chocolate is real and will be out in stores in just a few weeks! The add campaign on social media has been buzzing for quite a while already with the hashtag #chocpluswhat. The main line of conversation has been about how wacky the flavour will actually be… Get ready for its’ official launch on 1 June. Limited edition though, better be quick!

Cadbury Dairy Milk Vegemite chocolate

Snapchat launches video ads
Snapchat has updated its offering for advertisers by unveiling 10-second ads that cost two cents per view, creating a way for publishers using the ‘Snapchat Discover’ feature to generate revenue. Announced at the Daily Mail/Elite Daily Digital Content NewFronts presentation last week, Daily Mail North America CEO Jon Steinberg described the move as “the next iteration of social content”. OK, Jon…

LinkedIn introduces analytics tool
LinkedIn has added a number of new features in recent years to enhance its offering, most notably a publishing platform which allows users to write and share blog posts about their industry or working lives. This week, LinkedIn announced this feature is getting an update in the form of an analytics tool to allow authors to better track the traffic their posts receive. Content creators will be able to see demographic information of their readers, as well as who liked and shared their posts.


Enter Instagram competition to win a weekend in Canterbury
Instagramers, bloggers, this is for you! Christchurch tourism is using Instagram images in their latest digital campaign to showcase the South Island region. The month-long campaign called ‘Can Do in Canterbury’ will illustrate the experiences available in Christchurch and Canterbury through videos and images from bloggers and instagramers who have recently visited the region. And yes there is a prize: a weekend in Canterbury with two $500 Jetstar vouchers and a five-day car hire up for grabs. Also, the winning entry will be turned into a “personalised speed reading video” to be pushed out through the tourism board’s social channels. Not bad right?

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Google+ launches ‘collections’ feature
The Google-owned social network Google+ has launched a new feature, ‘Collections’. It will allow users to curate and collect content around a chosen topic or interest, in a similar style to a Pinterest board. The company says the decision to launch the feature came from observing user behaviour; people were connecting around shared interests and wanted a better way to organise content relating to these. Early testers have created collections about video games, make-up and hacks.

Instagram reaches 5 million monthly users in Australia
At a recent event for digital agencies, Facebook/Instagram have released some new statistics on the number of users. 5 million right? That represents over 30% growth in the last 12 months. Not bad compared to Facebook’s prized messaging app – WhatsApp – that currently has half that amount of users. No doubt that figure will show some mercy and continue to grow along side Instagram.

Making milk a digital brand for Mother’s Day
The California Milk Processor Board, who brought us the well-known ‘Got Milk?’ campaign from 1993, has launched a modern-day celebration of milk and its association with Mums. #SongsForMums campaign ran this Sunday for Mother’s Day, asking fans to tweet the reason they loved their mum using the hashtag to receive a personalised short song response. They even recruited Ray Parker Jr. of Ghostbusters theme song fame to record the song clips, which were uploaded to SoundCloud and then pushed to social media.


Fisher Price creates awards to celebrate Mums
Also this Mother’s Day, Fisher Price gave fans a different way to show appreciation for their Moms in the form of #TheMOMMYS, a global parenting online awards festival. Fans could champion their deserving Mums by virtually nominating them via Twitter or Facebook and then choosing one of six toy-like 3D printed trophies to share.


UK Brands keep it quiet on Election Day
Last week was the general election in the UK, but unlike most trending topics on Twitter, brands pretty much steered clear of the conversation. With politics such a controversial topic, it’s a sensible move by UK brands to stay quiet. However, that’s not to say a few didn’t have a go:

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Tuesday Tune-Up #170

by Amaury Tréguer in News

#Sydneysiege & #illridewithyou counted 1.1 million mentions globally

Yesterday was definitely a dark day for Australians and Sydneysiders. An armed gunman entered the Lindt Chocolat Café in Martin Place and took hostage a group of twenty people for over 16 hours. The siege ended last night at 2am when police stormed the café to rescue the hostages. Three people lost their lives, including the gunman.

During the siege, two main hashtags were used. #Sydneysiege monitored all the movements and showed support to the victims – it was mentioned more than 712,500 times globally. The other hashtag #illridewithyou appeared yesterday afternoon, as a compassionate show of support for Muslims fearing racist backlash when commuting. The hashtag has since been mentioned more than 375,500 times.

Below is a list of the most retweeted tweets including one or two of these hasthags:



Our thoughts are with the families and friends of the two innocent hostages who lost their lives as well as all the other victims who were held hostage.

Facebook installs CTA page buttons Facebook has added several call-to-action buttons for page owners: book now, contact us, use app, play game, shop now, sign up and watch video. Dollar Shave Club, which has been using the functionality in beta, has said that it saw a 2.5x higher conversion rate in a three-week test, and that’s in a cutthroat market. You know, because they make razors.


Facebook updates publishing and insights tools Facebook has added a set of new publishing tools and insights. The first is ‘interest targeting’, which allows pages to target content to subsets of fans who also ‘like’ other pages. Secondly, ‘post end date’ allows page owners to set a point when time-sensitive posts will disappear and, finally, there’s ‘smart publishing’, which means that popular links to your website will automatically show up in your fans’ News Feeds. For insights, the network has added URL-level reporting that shows when pages/influencers share a post and fixed a bug that was undercounting iOS traffic. Phew. That’s a lot of updates. Facebook updates search tools Facebook has made a couple of announcements about search. First of all, it’s updated Graph Search to make it easier to find specific posts; users can search, for example, the name of a friend and ‘wedding’ to see photos from the event.


Secondly, the network announced that it’s dropped Bing as its primary search partner, ahead of plans for a rumoured new search tool. Facebook is currently not showing web results at all, using its search tool to focus on locating content from within the network.

Zuckerberg appears in live Q&A Mark Zuckerberg hosted a live Q&A last week, in which he answered questions about his plans for Facebook. The CEO discussed his reasons for opposing a ‘dislike’ button, plans to explore ways to express diverse emotions and the value of connecting with people on social media, amongst other things. If you want to find out his views on privacy, use of real names and pizza toppings, you can read the full transcript here.

Instagram and Twitter discuss the future Instagram announced last week that it has overtaken Twitter in terms of users – 300 million to its rival’s 284 million. It has also mentioned plans to bring in verified accounts and purge fakes, in line with an interview given by CEO Kevin Systrom in Adweek, where he discussed the platform’s future. Particularly notable were his ideas to bring Instagram to ‘everyone with a phone’ and explore ‘new areas of communication’, like Hyperlapse. Twitter’s response? Well, co-founder Ev Williams ‘doesn’t give a shit’ about who has more users. So there you go. He’d prefer we look at Twitter as its own product and discuss its impact on the world, arguing that Twitter is what they wanted it to be when they set out.

Twitter upgrades Tailored Audiences Twitter launched its Tailored Audiences product back in 2013. Don’t worry, we’re not just reporting that now. The platform has just updated the feature to include data from mobile apps, meaning that advertisers can target ads within Twitter based on data from other mobile apps. Smashing.

LinkedIn redesigns homepage LinkedIn has changed its homepage layout, placing analytics and News Feed at the front and centre. Don’t worry if you haven’t got it yet, it’s being rolled out globally as we speak. Or rather, as I type and you read. Hi.

LinkedIn new layout

Ronald McDonald goes skydiving Big news, clown haters! Someone just got Ronald McDonald to jump out of a plane. Don’t worry, human lovers! It’s all part of a marketing stunt for McDonald’s, which posted the video on its Instagram page.

evian and We Are Social create outfit grids evian and We Are Social have worked together to promote the design of the new ‘Kenzo’ bottle, by posting ‘outfit grids’ across social media. You can see one of the rather satisfying tessellations below. evianOutfitGrid-20141210095557889

Auto Trader makes cars out of Lego Would you like your car to be made of Lego? Sorry, a model of your car. If so, get over to Facebook, Instagram or Twitter and post a picture using #DrivenByMe to enter the latest Auto Trader competition.

We Are Social creates #SecretSantaSacrifice for Age UK We Are Social has designed #SecretSantaSacrifice on behalf of Age UK, which asks people to replace the novelty office gift with a £5 donation to keep the elderly warm at Christmas. We Are Social’s own Charlie Cottrell discussed the campaign in the Drum:

No-one actually likes doing the office Secret Santa – it’s a mandated waste of £5 on novelty items that goes in the bin five minutes later. There are much better causes we could be spending our money on, one of which is making sure older people are warm this Christmas. Age UK is brilliantly set up to reach the most vulnerable people, and we hope that any support we can offer them will make a real difference to older people during the winter.

Boots bring #SpecialBecause to the physical universe High street pharmacist Boots has been encouraging social media users to nominate people who are special to them using the hashtag #SpecialBecause. It’s since taken to visiting these people in the real, non-online world and is sharing a set of 60-second videos.

Twitter goes loopy for breakfast cereal French Toast Crunch has returned! I’d actually never heard of it, because my parents wouldn’t let me have sugary cereal as a child, but then this isn’t all about me so maybe it’s time to move on. Twitter users had been campaigning for yonks, and have since taken to the network to say thanks… and ask for some other comebacks.

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We Are Social’s Tuesday Tune-Up #148

by Adam Hairston

Virgin Mobile Australia launches #mealforameal campaign

As part of their major integrated marketing campaign ‘Making Mobile Better,’ Virgin Mobile Australia has partnered with OzHarvest to turn the act of taking pictures of food into something beneficial for Australians. With the #mealforameal initiative, every time someone posts a picture of their food to social media and includes the hashtag, Virgin Mobile will donate to OzHarvest so they can provide a real meal to someone in need.

Jägermeister is ‘Strange But True’

Over the past month, premium spirits brand Jägermeister has been delivering their new ‘Strange But True’ positioning on Facebook. The campaign uses illustrations to depict the various characters that males identify with in their social groups. One of the main actions for social sharing is having friends “tag their mate” that identifies with one of the characters – a frugal Fox, a noble Stag, an Owl who loves to party, a Wingman or a Snow Leopard who spends too much time in his man cave. The campaign is designed to shift the thinking of Jägermeister from a drink for the end of the night to a drink made for the beginning.


Anonymous app Secret moves away from anonymity

The popular anonymous app Secret has teamed up with Facebook to make it easier for people to view popular secrets shared by their friends. In a shift that moves the app away from anonymity, Secret is rolling out two new features this week to both their Android and iOS apps called Facebook Login and Collections. Facebook Login will let users see secrets from friends, while Collections will offer a curated stream of popular secrets.


Mobile social use is up, desktop slightly down

A new comScore report has explored the growth of mobile use in social, arguing that it does not come at the expense of desktop use. Between May 2013 and May 2014, the total number of minutes spent using mobile to access social media grew from 479bn to 687bn. You might expect to see a similar drop in desktop use, but you’d be mistaken: total desktop time did fall, but only from 477bn to 466bn.


Mobile and digital budgets are up

Digital advertising budgets will this year rise 16.7% to $140.15bn, according to eMarketer predictions. Spend on mobile/tablets will see the most signficant jump, up 84.7% to $32.71bn. By 2018, digital will account for a third of global ad spend, while mobile will be 70.4% of UK digital budgets, and 67.8% in the US.

Facebook adds ‘suggested videos’ to mobile

If you watch a friend’s video in your mobile News Feed, Facebook will show you a set of suggested videos, much like the ‘Related News’ feature. This is the latest Facebook update that seeks to encourage people to share and watch videos, and TechCrunch has accordingly likened it to a TV channel.


Facebook creates ‘Out-App Purchase’ ad

Facebook has launched a new ad type: the ‘Out-App Purchase’ ad, which allows those who develop Facebook games to sell virtual goods directly through the News Feed. Currently, the unit is only available for desktop, but, should it prove effective, we may well see a move in the lucrative mobile market.


Twitter goes all out on organic reach

Twitter is backing itself as the social destination for organic reach, telling brands that they can be seen by 30% of their followers for free by tweeting 2-3 times per day. Not only that, but it has released a set of organic tweet analytics, so that brands can now see how many users viewed or engaged with organic tweets.


Pinterest updates ‘Follow’ pin

Pinterest has developed a new, animated ‘Follow’ pin to be featured on websites outside of its network. Rather than simply linking to Pinterest, the button will launch a pop-up preview of the account, featuring a selection of its pins.


WeChat launches ad platfrom

WeChat, the Chinese messaging service, has created an ad platform for brands with over 100,000 followers. Ads will only appear when users click on full-page posts from officials accounts that they already follow. Even then, the ad is not full screen, but shows up at the bottom of the page. Nevertheless, it’s worth keeping an eye on how WeChat’s advertising strategy grows in the future.

The World Cup breaks social records

The World Cup is over too quickly, once again. According to Facebook, the final was the most talked-about sporting event in the network’s history, amassing a total of 280m mentions. One semi-final also managed to inspire a huge social response, as Germany trashed hosts Brazil 7-1. This was the most discussed sports game ever on Twitter, with 35.6m tweets in total. Germany’s fifth goal broke the record for global tweets-per-minute at 580,166.

Unsurprisingly, brands wanted to get in on some of the action. Below you can see examples from a huge variety of companies, from Visa and the Seattle Seahawks to Sony, Paddy Power and adidas.







Sour Patch Kids on Snapchat
Sour Patch Kids is to become the first Mondelez brand using Snapchat when it enlists the help of Logan Paul to run a week-long campaign. The social media star will send out Snaps from the brand’s account, detailing pranks that range from ‘sweet’ to ‘sour’.

Mercedes-Benz targets millenials on Instagram
Mercedez-Benz has launched a campaign on Instagram, dubbed #GLApacked, intending to target a younger audience. The brand has got Instagram influencers on board, each of whom has been loaned a GLA for a cross-country trip and asked to document it on the network.

4Music is searching for a vlogger
British channel 4Music is searching for its next vlogger through an online ‘Vlogstar’ microsite, sponsored by O2. Entrants need to submit a YouTube video for their chance to be the winner, who will be allowed behind-the-scenes on 4Music shoots and at gigs, producing several videos every week for the channel.

The CIA and Twitter
Last week, the CIA used the hashtag #twitterversary to answer some of the ‘top questions’ it had been asked since its launch on Twitter.



The above and other tweets like it have led to a debate over what the CIA’s strategy is. The humour may lead to a number of RTs, but questions have been raised about whether this helps the CIA’s chief objective: gaining trust. Indeed, this may be all the more relevant in the week when it has come to light that the activities of Twitter users were analysed by the US military in an attempt to understand how to influence people. News like this is likely to lead to increased debate about privacy, in which the CIA may want to be a major player.

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We Are Social’s Tuesday Tune-Up #147

by Abrye Redeker

Metro Trains leverage content opportunity

Australia’s favourite PSA series leveraged Pamplona’s annual Running of the Bulls for their latest addition to the Dumb Ways to Die videos.


Advertisers will increase social ad budgets

Most advertisers are planning to increase their ad budgets for social media, according to an Ad Age survey of 1,682 agency executives. Of those asked, 53% will modestly increase their Twitter budget, compared to 48% for Facebook and 43% for YouTube. ‘Significant increases’ are expected by roughly 10% of respondents for all platforms, while hardly anyone plans to ‘significantly decrease’ budgets on any of the three networks.


Eventbrite release their ROI figures on social sharing

A 2013 Eventbrite sales analysis shows that social media shares on Twitter drive $10.90 while Facebook & LinkedIn follow with only $4.10 & $3.20.

“This is most likely due to the fact that Facebook has a deeper penetration in Australia, leading to more cluttered and potentially less relevant newsfeeds,” Eventbrite international expansion manager Elsita Meyer-Brandt said. “On the other hand, Twitter is less saturated, meaning less distraction for users. Also, the 140 character limit means users often need to click on links to see more information.”  Read more on Mumbrella.


Lorna Jane takes the #1 Facebook spot in retail fashion

The Australian Facebook Performance Report shows that Lorna Jane has pulled ahead of Bonds, Nike, Country Road & General Pants to become the most highly engaged Facebook brand in the retail fashion category. With the leading engagement rate of 1.65%, Jessie Dean, Digital Media Manager for Lorna Jane says: “With Facebook ‘likes’ growing at over 4500 per week its clear that customers know the Lorna Jane experience doesn’t end when they buy something.”

Facebook buys LiveRail

Facebook is to further increase its video ad business with the purchase of LiveRail, one of the biggest video ad sellers, which automates the sale of video adverts for the likes of MLB, ABC and DailyMotion. According to Ad Age, a Facebook spokesperson declined to comment on the price of the deal. Facebook will use LiveRail’s data when serving ads on its own network, and vice versa. This should help to amplify Facebook’s ‘Audience Network’, which allows advertisers to extend campaigns beyond the social network.

Facebook creates ‘missed call’ ad unit for India

Facebook has produced a new ad unit, the ‘missed call’, exclusively for India. In a blog post, Facebook explained how it will work:

When a person sees an ad on Facebook they can place a ‘missed call’ by clicking the ad from their mobile device. In the return call, the person receives valuable content, such as music, cricket scores or celebrity messages, alongside a brand message from the advertiser — all without using airtime or data.

India has a culture of pre-paid phone contracts, which often include high costs for data and text messages; as such, the missed call is a common workaround. Facebook is hoping to take advantage of this behaviour in the country, which has its second-highest global user base.


Twitter ups mobile ad offering

Twitter has made two moves to improve its mobile ad offering in the last week. First of all, it is now offering mobile app installation ads, which it has been testing since earlier this year, to all advertisers. Secondly, it has purchased TapCommerce, which helps mobile businesses to retarget ads, for a reported $100m. The two moves display a clear intent by Twitter to focus on mobile advertising.

Tweets appear with ‘buy now’ button

A ‘buy now’ button appeared on several tweets last week, all linked to the @fancy account. The button was only visible on mobile and didn’t actually do anything when clicked, inciting speculation that it was either a test or an accident. However, it looks likely that shopping on Twitter will be here soon enough.


Vine adds loop count

Vine has added a ‘loop count’, a metric that displays how many times a particular Vine has been repeated. The idea is that this will show which videos are best engaging their audience, which could be big news for brands. We Are Social’s Luke Carrell talked to AgencySpy about the move:

For many marketers, Vine continues to be a bit of an enigma, with its younger audience and tendency to reward quick, quirky humor that can be difficult to get exactly right. While many brands have embraced the platform as an outlet for one-off creative exercises, more robust metrics such as the introduction of content impressions (e.g. Loops) opens the door for gathering insights that can help build smarter content plays over the long term.

Google kills Orkut

Google is bringing an end to Orkut, its original social network, which remains popular in Brazil and India. It released a blog post, which stated that “YouTube, Blogger and Google+ [had] outpaced Orkut’s growth”. September 30th will be the network’s final day.

The World Cup breaks records in social

The World Cup has been one of the most talked-about events of all time online, and there is now more evidence to support that. The total number of Facebook posts, comments and likes relating to the World Cup has reached the 1bn mark, with 11 posts from footballers competing in the tournament each receiving more than 1m likes. Of these, seven came from Neymar, three from Messi and one from Ronaldo. Meanwhile, Brazil’s penalty shootout victory over Chile elicited 389,000 tweets in one minute, the highest figure of all time. The previous record was held by February’s Superbowl, in which a single touchdown caused 382,000 tweets in a minute.

adidas and We Are Social produce real-time World Cup content

Ad Age recently spent the day at adidas’s real-time marketing hub at the World Cup in Rio, a 40-strong delegation that includes some of the We Are Social gang. Their article about the experience highlights adidas and We Are Social’s extensive pre-World Cup preparation, while also discussing the way in which the team deals with reactive content on the ground. So far, adidas is the most talked-about brand of the entire tournament.




We Are Social and adidas celebrate Djokovic’s Wimbledon win

In the immediate aftermath of Novak Djokovic’s thrilling fifth set win over Roger Federer at Wimbledon, We Are Social and adidas Tennis posted a congratulatory tweet and image to celebrate the moment. It was the culmination of two weeks of support for its players, all under the umbrella of #smashthesilence. The tweet itself has received over 1,250 retweets, the hashtag being mentioned 10,700 times throughout the tournament.

We Are Social and evian create #LetsPlay

We Are Social created a campaign for water brand, evian, which encouraged people to live young during Wimbledon. Fans simply had to tweet @evianwater with #LetsPlay. Lucky winners received a personalised Vine, sung by Vive Vocals.

Monster puts job ads in Twitter cards

Monster, the recruitment company, has released a new Twitter card, which displays a full job advert within a tweet. Here it is in all its glory:

Barbie joins LinkedIn

Looking for a career as a plastic toy? Better connect with Barbie – she’s just joined LinkedIn. The move is promoting the doll’s latest incarnation, ‘Entrepreneur Barbie’, whose profile includes details on her long and illustrious career, as well as an explanation of her latest venture, ‘Dream Incubator’.

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Ikea creates Instagram ‘website’

Ikea has created an Instagram page that functions like a website. By featuring products from its Ikea PS collection, alongside a product description, it takes advantage of the network’s layout, as explained in the video below.

Vodafone is curating a Twitter play

Vodafone is teaming up with Spanish actor, Raúl Arévalo, to curate a play from tweets. Twitter users will be encouraged to send in suggestions for lines/directions using the hashtag #firstteatrotuits (first theatre tweets), after which the play will be performed to a live audience in Madrid’s Capitol Theatre. The audience, too, will be encouraged to send in their own suggestions. and Overly Attached Girlfriend has enlisted the help of Laina Morris, better known as ‘Overly Attached Girlfriend’, in its latest online campaign. The online star is featured in a video, in which she uses the site’s various features to help keep her search hidden from her partner. After watching, viewers are encouraged to take part in a similar online treasure hunt.

CALM launches the Twitter #Mandictionary

Male suicide charity, CALM, has created a Twitter campaign, which asks users to tweet their suggestions for vocabulary to express male emotion, using #Mandictionary. The charity hopes the campaign will help promote discussion of male mental health, and intends to use the submissions in future ads.

Twitter trolls Robin Thicke

Music channel VH1 encouraged Twitter users to tweet questions to Robin Thicke last week, using #AskThicke. Naturally, for such a controversial figure, some of the questions weren’t quite what Thicke might have hoped. Many tweets, such as the below, highlighted Thicke’s questionable history and accusations of misogyny.

Ukrainian club creates social media bar

The Boom Boom Room, a night club in Kiev, has a set menu of eleven drinks in its newly-launched “Check-in bar”, each of which can be purchased in exchange for a different social media activity. A hashtagged Instagram selfie is worth one shot, a photo with four tagged friends earns you a bottle of Prosecco and there’s a special drink for a mayor’s badge on Foursquare.

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