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You Need to Advertise on TikTok, They Said. So, Now What?

by Stephanie Anderson, VP, Media

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TL;DR

In a hurry? Here's our pick of the top news items of the week.

  • Consumers spent US $12.7B across the web on July 11 and 12 during Amazon’s Prime Day sales, marking a 6.1% increase from the previous year. (CNN)

  • Mark Zuckerberg announced the roll out of an edit feature on Threads that will be free to all users. (The Verge)

  • Amazon announced that they plan to test interactive advertisements during their NFL game livestream on Black Friday. (Ad Age)

  • The BBC has published its initial thoughts on generative AI. (BBC)

  • President Joe Biden revealed new efforts to crack down on "junk fees" requiring sellers to provide the full price of tickets, hotel stays, etc. including any and all fees. (CNN Politics)

_Agency_ updates

  • The global media team recently launched the Los Angeles Tourism & Convention Board (LA Tourism) Fall 2023 campaign across the US, Mexico, Australia, New Zealand, United Kingdom and Ireland. As part of our global campaign, we created a high impact moment last week in King’s Cross station in London. The activation includes a high-profile billboard takeover throughout the station, alongside a unique placement exclusively for the UK leveraging a 3-D hologram placements in the center of the station. LA Tourism is the exclusive travel destination partner for the hologram, creating mass impressions, social and press sharing opportunities.

  • Our Multicultural, Partnerships, and Field Solutions teams executed the launch of Prime Video's series, "The Boys, Gen V." The Multicultural Team handled the publicity, engaging press and influencers at the launch event, including Unbothered and Somos. Branded collateral for the event was designed by our Creative team. The Field Team managed 78 Prime Premiere screenings nationwide on September 27th. Our Partnerships team secured collaborations with Astroglide, Opera GX and Voodoo Doughnuts.

  • For the launch of Fae Farm, a Phoenix Labs game, our US Partnerships team secured collaborations with brands like McDonald’s Canada, Sunright Tea Studio, Dippin’ Dots, Kroger, Anime Expo and Arby’s. Fae Farm was a reward in McDonald's Canada's Coast to Coast Monopoly. Sunright Tea Studio released a Jumbleberry Magic drink inspired by Fae Farm, available in 32 national stores. Dippin' Dots rebranded three flavors in September, available at 120 US locations. Kroger stores displayed Fae Farm items and offered game codes through their rewards program. Phoenix Labs sponsored a relaxing space at the Anime Expo, promoted via various channels. Arby’s released a Fae Farm-themed social media post to celebrate the game’s release.

  • Our Owned Media team designed and developed a website for DreamWorks Animation's Gabby On The Go tour, based on "Gabby's Dollhouse" TV show. The website, featuring touring locations, ticketing links, an image gallery, a children's coloring book and an interactive map, is fully ADA compliant and device-responsive. The website, launched in June 2023, has since received close to a quarter million visits. Check it out here.

  • Allied formulated a social and creative strategy to boost awareness for the "Sullivan's Crossing" US series premiere on October 4th. We unveiled fan-oriented content on Threads, Facebook, TikTok, and Instagram, leveraging trending memes and the stars' popularity, Chad Michael Murray and Scott Patterson. The show premiered at #3 on the network.

_Interesting_ campaigns / creative

  • Domino's began their "emergency pizza" campaign, offering free medium two-topping pizzas for when life becomes messy. (Ad Age)

  • United Airlines' new ad targeted customers potentially traveling overseas to attend Taylor Swift's Era Tour in 2024, with a spot tailored specifically for her fans. (Ad Age)

  • Honoring World Mental Health Day, Sephora and Rare Beauty declared their commitment to donate 100% of Selena Gomez's product sales to the Rare Impact Fund. (Business Wire)

  • Peyton Manning flew into Paris on a blimp-sized baguette to promote the upcoming Paris Olympics in July. (NBC Sports)

  • Maybelline New York launched a new virtual experience in Roblox for their "Makeup Your Mix" campaign. (Retail Dive)

  • Through the end of the year, Bratz fans are able to experience Bratz World AR at Walmart stores across the US. (Ad Week)

Audiences

  • Nearly half of US social media users spend hundreds of dollars on impulse purchases a year, with millennials spending, on average, slightly over $1k. (ABC News)

  • "Kelce" replaced "Val" as Prime Video’s most-watched documentary film ever in the U.S. (Deadline)

  • Food and music are the most popular categories among US consumers who followed influencers online. (Morning Consult)

  • Utah joined Arkansas and Indiana as the latest state to sue TikTok, alleging that the company was “baiting” children into addictive and unhealthy social media habits. (AP News)

  • Netflix UK added the fewest number of new subscribers last year since its British launch. (The Guardian)

Platforms

  • Paramount considered dropping its India streaming plan in favor of a partnership as media companies continued to reduce international spending. (Bloomberg)

  • A former TikTok employee launched a new peer-to-peer social networking app for content creators called Canopy. (Tech Crunch)

  • Spotify implemented restrictions on its free tier in India to attract more paid users by eliminating the ability to play songs in a manual order. (Tech Crunch)

  • X announced a plan to test three tiers of paid services, enabling the company to charge customers varying amounts based on the number of ads shown. (Bloomberg)

  • Paramount Global and iSpot.tv announced an agreement to measure and transact national TV campaigns using iSpot currency metrics across Paramount’s US media and streaming properties. (Ad Age)

  • After a recent update to the platform's anti-harassment features, Twitch channel owners can now enable bans to prevent certain users from watching their streams. (Tech Crunch)

  • Microsoft’s US $68.7B deal to acquire Activision Blizzard was approved by UK regulators. (The Verge)

  • X launched a new audience control option which will enables users to limit their post replies to verified accounts only in the app. (Social Media Today)

  • TikTok announced themed AR effects, mainly makeup inspired effects which will help to guide users on their Halloween looks IRL, or re-create freaky monsters from horror movies. (Social Media News)

Content

  • "Loki" season 2 premiere reached 10.9M views in three days on Disney +. (Variety)

  • 99% of WGA members voted in favor of their new contract, ending the second-longest strike in the union's history. (Hollywood Reporter)

  • The virtual golf league of Tiger Woods and Rory Mcllroy secured ESPN as its media rights partner, enhancing the channel's golf presence. (Front Office Sports)

  • FilmRise acquired global distribution rights to a collection of Buzzfeed Studios content, including the 2015 hit series "Hot Ones" with host Sean Evans. (StreamTV Insider)

_Tech_ _&_ AI

  • Meta developed a new watermarking method called Stable Signature to help distinguish images created by Generative AI. (Meta)

  • Discussions persist on the use of AI for customer service due to its lack of personalization and associated risks when overly relied on or ineffectively used. (CMS Wire)

  • TikTok introduced a new featuring allowing its user to post directly from AI-powered apps. (Tech Crunch)

  • Adobe announced that the Firefly Image 2 Model improved the rendering of humans, including more realistic facial features, skin, body, and hands. (Tech Crunch)

  • Analysis showed that generative AI systems tended towards bias, stereotypes, and reductionism concerning national identities. (Rest of the World)

Location-based _entertainment_

  • Katana, a firm specializing in the Japanese theme park industry, announced plans for a new immersive destination called Immersive Fort Tokyo, set to open in Tokyo next Spring. (Blooloop)

  • Disneyland Paris announced updates to Le Pays des Contes de Fées ("The Land of Fairy Tales") over the following year to include "Frozen" and "Winnie the Pooh" characters. (Theme Park Insider)

  • Josh Gad and Andrew Rannells reunited onstage for the first time since "Book of Mormon" in 2011 for their new musical "Gutenberg! The Musical!," which is available on Broadway until January 28th. (USA Today)

  • Seven years after its closure, Sydney’s IMAX theatre reopened, featuring the third largest IMAX screen in the world. (TimeOut)

  • MLB regular season attendance surged past 70M this year, with the Los Angeles Dodgers leading the league with a total of 3.84M. (Front Office Sports)

  • Disney plans to stream Cricket World Cup for free in India to compete with Mukesh Ambani’s JioCinema for streamers. (Financial Times)

  • Due to unprecedented demand, Taylor Swift's Eras Tour Concert film was released a day early in American and Canada. (NPR)

_Travel_ & hospitality

  • An Airbnb, mimicking Shrek's Swamp, opened in the hills of the Scottish Highlands for ogre fans worldwide to visit and stay. (Airbnb)

  • The Hilton Global Foundation donated US $250K to the Sedra Foundation to train individuals with disabilities for jobs in the hospitality and tourism sector. (The National News)

  • Global air travel reached pre-pandemic levels, but the repercussions of COVID-19's impact on the travel industry continue to persist. (Bloomberg)

  • KLM joined Heart Aerospace’s industry advisory board, providing input on the design, development, and commercialization of the Swedish company's first regional electric airplane, the ES-30. (ARGS)

  • Urban Cowboy Hotels purchased the George Schleier Mansion in Denver's historic Cap Hill neighborhood with plans to renovate it into the latest Western-inspired hotel. (9 News)

_Mental_ health

  • If you are looking for resources based upon specific emotional states such as grief, stress or anxiety, this site is a good place to start.

  • Searching for a way to learn more mental health skills outside of therapy, books such as the ones on this list can help.

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