TikTok courts marketers with business platform, AR tools

Adobe, Lady Gaga invite fans to share "Chromatica" art | Google to auto-delete user data after 18 months | TikTok courts marketers with business platform, AR tools

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June 25, 2020

News about marketing in a connected world

Top Story

Adobe, Lady Gaga invite fans to share "Chromatica" art

(Live Nation/YouTube)

Adobe and Live Nation partnered with Lady Gaga on a campaign that's inviting fans to use Adobe's creative platforms to create artwork inspired by the star's "Chromatica" album. Fans can enter to win $10,000, a yearlong subscription to Adobe All-Apps Creative Cloud and an autographed print of their art from Lady Gaga by sharing their creations on Instagram or Twitter using #LadyGagaxAdobe.

Full Story: MediaPost Communications (6/24)

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Consumer Engagement

Google to auto-delete user data after 18 months

Google will start auto-deleting search and location history for new users after 18 months by default, while YouTube history will be automatically deleted after three years. Mobile users will also be able to switch to incognito mode in Google Chrome by long-pressing their profile pictures, a feature available now on iOS and soon on Android and other platforms.

Full Story: The Verge (6/24), 9to5Google (6/24)

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Marketing & Sector Solutions

TikTok courts marketers with business platform, AR tools

TikTok released TikTok For Business, a platform designed to help marketers navigate its ad formats, Brand Takeovers and Branded Effects, In-Feed Videos and Hashtag Challenges. The social platform also launched an e-learning center with product guides and creative best practices, and Brand Scan, an augmented reality offering akin to Snapchat's Sponsored Lens and Word Lenses.

Full Story: TechCrunch (tiered subscription model) (6/25)

Burns Group, Simmons unveil TikTok "#Snoozzzapalooza"

The Burns Group created a new "Just For Fun-ZZZ" brand identity for mattress maker Simmons and a "#Snoozzzapalooza" TikTok campaign that features influencer videos set to an original track where creators go to bed only to wake up in a festival-like dreamland. The push encourages users to post their own "#Snoozzzapalooza" videos.

Full Story: Muse by Clio (6/24), Adweek (tiered subscription model) (6/24)

Busch, Billy Ray Cyrus launch jingle contest

Busch Beer teamed with Billy Ray Cyrus on a social campaign that's urging fans to post their own versions of the brand's 1980s jingle "Head for the Mountains" on Twitter, Facebook, YouTube or Instagram using #Contest and #HeadForTheMountains. A tweet from Cyrus kicked off the campaign with his take on the jingle, and the winner of the social contest will be paid $10,000 to have their version featured in one of the brand's ads.

Full Story: Adweek (tiered subscription model) (6/24)

Facebook helps brands boost online presence with digital courses
Social Media Today (6/23)

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Industry By the Numbers

Vice Media Group contends keyword blocking can backfire

(Vice Media)

Vice Media Group executives used their NewFronts pitch to urge brands and their agencies to reconsider blocking keywords related to current racial issues and noted it found that content related to George Floyd and the protests monetized at a 57% lower rate than other news. The media firm suggested "look[ing] to more contextual-based solutions that better support journalism, while servicing our partners' needs for brand safety."

Full Story: Ad Age (tiered subscription model) (6/24), Variety online (6/24), MediaPost Communications (6/24)

Making It Work

Verizon opens UK lab to study 5G use cases

Verizon's UK-based production studio and laboratory will host an accelerator program with the country's Digital Catapult that will work on developing 5G applications for companies. The carrier will also contribute its edge computing and 5G facilities to the London program, in which participants will study how the technology can help enterprises tackle problems.

Full Story: FierceTelecom (6/24)

Animated stickers under development in WhatsApp
Social Media Today (6/24)

MMA News & Thought Leadership

MMA Free Webinar Series with InMarket: Marketing in the Face of a Pandemic: How Brands & Consumers Can Stay Ahead of the Curve

Since the start of 2020, the COVID-19 pandemic has escalated at an unprecedented rate, abruptly disrupting nearly every brand as well as the daily life of consumers' worldwide. As each phase of this pandemic continues to evolve, consumer visit and shopping patterns dramatically shift.

Join InMarket's Chief Strategy Officer, Michael Della Penna, and VP, Client Strategy, Kalpana Sehwani as they share how the COVID Curve has shifted consumer behaviors, as observed from 1st party location and consumer purchase data, including insight into how marketers can respond to support consumers, enhance strategies and stay ahead of the curve. Register Now - Thursday, June 25 at 2pm ET

Find out the extent of your mobile ad attribution fraud

The MMA, together with Kochava, has announced a free attribution fraud assessment tool to help identify the degree of risk against your own potential ad attribution fraud. The tool will provide an initial estimate of the amount of attribution fraud based on an aggregated make-up of advertising on your partner networks. This directional understanding will allow you to take deliberate action to decrease the level of waste and get a better return on your marketing spending. Try it now or for further information on using the tool, please email mobilefraud@mmaglobal.com.