Digital Digest #268: Baby Got Brands

Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up weekly. This edition of Digital Digest was edited by Charlotte Macgregor, Jill Pastirik, Rob Small, Matt Beck and Erin Collett.

Because of short attention spans, consumers these days change brands like they change their socks. People are constantly switching their interests and attention, without giving brand loyalty much thought. This ongoing shift has caught the attention of certain companies and as they try to keep up, we have to stop and admire some of their tactics. By maintaining the same ideals and culture as when they first launched, brands of all kinds are changing up their marketing strategy and outreach to keep up with the times. Luxury brands are popping up on Snapchat, chatbots (what?) are delivering you the news, lyrics on a Coke can — these are just some of the things companies are doing to keep up with their ever-evolving consumer. This week’s Digital Digest explores the idea that brands can look different but deep down, remain the same.

Blink and you miss it
The discover section on Snapchat is filled with its usual publishers — Mashable, Buzzfeed, Vice — but you may have noticed a recent paid placement by Sony to support the launch of Spectre, the latest Bond flick. Missed it? No problem. Here’s another, for those less action-movie-inclined: Burberry managed to score a sweet spot as the first luxury fashion house to sponsor an entire channel through Snapchat. Their paid placement, live for 24 hours, featured a collection of sponsored articles, exclusive videos and interviews to support the launch of Mr. Burberry, the brand’s newest men’s fragrance. Want tips on how to wear the right fragrance, select a good suit, or perfect your morning routine? Burberry’s got you covered — they even threw in a behind-the-scenes film showing the making of the Mr. B. When it comes to haute-couture, Burberry has proven its worth as a digital powerhouse. It’s adapting to 2016 just fine, and doing so without losing its fundamental appeal — or in its own words, combining heritage status with innovation. And really, who couldn’t use a bit more Burberry plaid on social media these days? [DigiDay]

Say it with a song
You know when you can’t quite find the words (or emoji) that you need to express your emotions? So does Coke, which is why it wants to give you a hand. Followed by the massive success of the name generator extravaganza the “Share a Coke and a Song” campaign will include music lyrics to make your Coke experience an emotional one. There will be more than 70 lyrics on its cans and bottles, everything from “Lean on me” to “We are the champions.” With declining soda sales, Coke is trying to be a part of the special events in your life. Similar to the name generator, you can also go online and pick from a list of lyrics and customize bottles. Whether consumers end up drinking the pop or not, we definitely see them having a lot of fun with this campaign. Whether you’re going through a break up, getting married, having a rough day or having a baby, Coke wants you to grab a can to commemorate (or get you through) the experience — and if nothing else, get you talking about their brand. [Buzzfeed] Coca-Cola and Spotify, mentioned in this article are competitors to Edelman clients, PepsiCo and Pandora, respectively.

Who needs friends…
…when you can talk to an app? This is apparently the mentality of most people these days (and that of most news publishers, it seems). The integration of chatbots (computer programs that simulate conversations with human users) into messaging apps appears to be the next great frontier, especially since services such as Kik and Facebook Messenger are always trying to find a way to monetize. The Washington Post is trying to integrate news into these social platforms and it’s definitely ruling out “texting people a banner ad.” Because chatbots deliver news through social media, the Post sees this as a way to develop personal connections with its readers. Brands should be especially happy with this development, since a challenge with traditional media (newspapers, especially) has been that it can be hard to build a personal connection with your audience. With outlets aiming to deliver news in more personal ways, the chatbot offers brands a personalized way to reach their audience through reputable publishers and everyday platforms. [Digiday] Microsoft, mentioned in this article, is an Edelman client.

Tech Updates

Edelman Canada’s Digital Digest is a weekly bundle of links, served up on Edelman Canada’s Our Ideas blog. It’s also available by email. If you know someone who would like to be added to the mailing list, have any questions or just want to share some thoughts on anything you read here, email me. Let’s get a conversation going.

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