Digital Debrief 2.21.2024

Welcome back to the Digital Debrief! Let’s dive into a quick recap on Super Bowl LVIII stats, along with the latest in artificial intelligence & search, marketing & influencer, and social platform updates.?

Super Bowl Stats Recap

• According to Marketing Dive Staff Reporter Sara Karlovitch, Super Bowl LVIII saw 57 ads from 53 unique advertisers, maintaining the $7 million price tag per 30-second slot from the previous year, with no increase. The game captured a massive audience with 115.5 million viewers. There were 2.65 million posts on social media across over half a million accounts, equating to an intense 11,000 mentions per minute. Taylor Swift dominated the conversation, featured in 5.6% of all mentions, overshadowing the most mentioned player, Travis Kelce. The top brand in social media mentions was Temu, with Verizon following close behind.
• Semrush shared an infographic summarizing the impact of Super Bowl ads on Google searches and brand visibility, highlighting Yeezy.com's massive surge in searches post-advertisement, along with significant increases for other brands. Duolingo leads in gaining new social media followers, while a post from Dunkin' claims the top spot for likes. This data showcases the powerful intersection of advertising, search engine optimization, and social media engagement.?

Artificial Intelligence (AI) & Search?

• Starting Wednesday, Google is launching its AI assistant Gemini, integrating it across Gmail, Docs, Sheets, and more through a Google One AI Premium subscription. Gemini, available in Enterprise and Business tiers for advanced and SMB users, respectively, aims to enhance productivity with pricing at $20-$30 per user per month. Additionally, Google introduced a standalone AI chat feature and released a new open large language model named Gemma, promising a seamless integration across its product ecosystem.
• Google Pixel has announced a multi-year partnership with the National Women’s Soccer League (NWSL), becoming the official mobile phone of the league and the presenting sponsor for the Playoffs and Championship games. The partnership features the "Pitchside with Pixel" program, utilizing the Pixel’s AI-powered camera to capture exclusive, behind-the-scenes social media content from NWSL matches. Additionally, a fan contest will offer U.S.-based fans an opportunity to participate in the program at a regular season match. This initiative highlights Google's commitment to supporting women in sports, leveraging technology to enhance fan engagement and content creation within women's soccer.
• Major tech companies have agreed to a non-binding accord at the 2024 Munich Security Conference to combat the deceptive use of AI, particularly deepfakes, in disrupting democratic elections. The agreement aims to establish a collaborative effort among industry leaders like Google, Meta, Microsoft, OpenAI, X, and TikTok to share best practices and technical tools for identifying and mitigating AI-generated content that could influence voter perceptions. While this initiative sets a precedent for cooperation, its effectiveness remains to be seen as it's based on goodwill rather than enforceable measures. The accord reflects a growing awareness of the potential impact of deepfakes, emphasizing the importance of proactive steps to safeguard against their influence on public opinion and electoral integrity.
• Reddit has signed a $60 million annual deal with an unnamed AI company for exclusive access to its extensive data set. This partnership will enable the AI company to integrate Reddit's user-generated insights into its large language model, potentially enhancing the model's ability to provide human-like responses and becoming a formidable player in the online search arena. The value of Reddit's data lies in its reflection of genuine human interactions and opinions, which is becoming increasingly important as users seek authentic information beyond potentially manipulated online reviews. This move could mark a significant industry shift as proprietary data becomes a competitive edge in the evolving landscape of AI-driven search tools.
• X is testing a feature to include Grok chatbot-generated summaries of trending topics on the Explore page of its app. The intention is to provide users with better context and insight into why topics are trending, potentially increasing engagement. This move is part of X's broader strategy to compete in the generative AI space and differentiate its offerings, with a significant investment planned for AI development in 2024.

Marketing & Influencer?

• Jameson Irish Whiskey is introducing St. Patrick’s Eve on March 16, promoting it with a Times Square Ball drop event co-hosted by SNL's Colin Jost and Michael Che. This new holiday aims to extend St. Patrick's Day celebrations to Saturday, allowing revelers to enjoy without weekday constraints. The campaign features digital videos with Jost and Che, experiential activations in major cities, and a special jacket sale benefiting the Restaurant Workers’ Community Fund. This initiative is part of Jameson's "Must be a Jameson" campaign, leveraging humor and cultural moments to engage consumers and maintain its leading position in the Irish whiskey market.

• Quaker Oats launches its first global brand platform, "You’ve Got This," focusing on the significance of everyday affirmations and familial bonds, particularly between parents and their children. Directed by Charlotte Wells, the campaign's central TV commercial captures a generational story of encouragement shared over breakfast, aiming to resonate with audiences worldwide by adapting to regional consumer habits. This marks a significant shift for the nearly 150-year-old brand as it aims to expand its global presence and navigate challenges in key markets. The campaign, which spans multiple media channels, is part of Quaker's broader strategy to rejuvenate its image and connect with consumers more personally.

• McDonald's is launching a global campaign inspired by its anime and manga depiction as "WcDonald's" on Feb. 26 across over 30 markets. The campaign includes a new Savory Chili WcDonald’s sauce, manga-inspired packaging created by Japanese artist Acky Bright, and a four-episode anime series produced with Studio Pierrot. An immersive dining experience in Los Angeles will also be available for reservation via OpenTable. The initiative, aiming to engage consumers through pop culture and nostalgia, features digital manga and episodic anime content reflecting popular subgenres, further connecting with fans through limited-edition products and immersive technology.
• PepsiCo's Starry Soda embarks on a new campaign titled "It’s Time to See Other Sodas," featuring basketball star Giannis Antetokounmpo and rapper Ice Spice. The campaign debuted during the Super Bowl and continued through the NBA All-Star Game, highlights Starry's lemon-lime flavor and playful brand image. Alongside TV ads, the campaign includes social media engagements and a unique Tinder integration offering users a chance to win NBA game tickets. Focused on capturing the Gen Z market, Starry leverages sports and music to strengthen its presence in the competitive lemon-lime soda category.

• Marriott Bonvoy launches a March Madness-themed campaign to highlight NCAA fans, athletes, and coaches' game-day rituals at its hotels. Created by Marriott's in-house agency, the campaign includes digital, TV, radio, and out-of-home ads, focusing on the excitement of March Madness and the travel experiences provided by Marriott's extensive hotel portfolio. Additionally, Marriott supports the campaign with athlete-generated content on social media and a sweepstakes offering a trip to the Women’s Final Four, aiming to deepen engagement with NCAA enthusiasts and promote Marriott Bonvoy's loyalty program.

• Coca-Cola introduced Coca-Cola K-Wave Zero Sugar, the latest addition to its Creations line, inspired by K-pop culture. This limited-edition drink aims to evoke the vibrant energy of K-pop, featuring a fruity flavor designed to connect with younger audiences. Coca-Cola's Creations platform, known for its unique and experiential flavors, collaborates with popular K-pop groups Stray Kids, ITZY, and NMIXX for exclusive experiences, including a new anthem song and a music video. Available in select markets worldwide, this launch underscores Coca-Cola's strategy to engage younger consumers and strengthen its position as a lifestyle brand.

• Wendy's is allocating $55 million to promote its breakfast menu with the goal of boosting sales to $6,000 per restaurant each week in North America. The campaign, part of a strategic push to expand sales in the breakfast segment without increasing labor costs, coincides with new menu additions like English muffin sandwiches. Amidst a backdrop of slower sales growth and market challenges, Wendy's is also investing in digital menu boards and exploring AI-driven initiatives like a drive-thru chatbot to enhance customer experience and operational efficiency.
• The NHL has updated its Roblox experience, NHL Blast, with a 3D rendition of the 2024 All-Star Game, claiming a first in professional sports for providing a complete game in a virtual 3D environment. This initiative is part of the league's strategy to engage younger audiences on platforms they frequent and educate them about the sport's dynamic aspects. The experience allows players to relive the game from multiple angles and share the experience with friends, integrating real game data for an immersive encounter.
• Coach's latest campaign, "Find Your Courage," merges the appeal of virtual influencer Imma with stars like Lil Nas X and Camila Mendes to explore themes of identity and reality. Aimed at resonating with Gen Z, the campaign uses AI inspiration to create virtual worlds where each ambassador reveals their "superpower," starting with Lil Nas X's strategy in a game-changing chess scenario. This innovative approach integrates fashion with technology and self-expression, highlighting the evolving concept of what's "real" for younger audiences.

Social Media

LinkedIn:

• LinkedIn is revisiting its “groups” feature by enhancing public group options to revitalize engagement and community interaction. Unlike their predecessors, public groups are fully visible to members and non-members, facilitating greater transparency and potential engagement. LinkedIn's updates have led to a 35% increase in daily contributors and over a 10% rise in group joins. Public group posts now have broader distribution, appearing in member timelines and their networks, although only group members can comment, encouraging more people to join. Despite past challenges with spam, LinkedIn's continued efforts to improve moderation and engagement could make public groups a valuable tool for building connections and community on the platform.

TikTok:

• TikTok's third annual #TikTokShortFilm competition, in collaboration with the Cannes Film Festival, invites creators to submit vertical short films from February 21 to March 15, 2024. Winners in three categories will be selected by a panel of judges and awarded cash prizes, with the Grand Winner receiving €10,000. U.S. creators can participate for the first time, offering a global stage for emerging filmmakers to showcase their talent.
• TikTok has released a comprehensive 34-page guide detailing creative strategies for marketers on the platform. Titled "TikTok Creative Made Simple," the guide offers a roadmap for crafting impactful video content and is divided into three main sections, each packed with tips, insights, and resources. Key highlights include tactics for capturing attention in the first few seconds of a video, utilizing TikTok's suite of creative tools, and leveraging the latest automation and AI features for ad creation. The guide is designed to help both new and seasoned marketers enhance their TikTok campaigns and is available for download with email sign-up.
• In partnership with the National Research Group (NRG), TikTok's new report delves into the evolving mobile gaming landscape. It provides insights on how game marketers can leverage the platform for their campaigns. The research offers an in-depth look at current mobile gaming trends, demographic breakdowns, user engagement behaviors, and effective marketing strategies that could be broadly applicable to various industries. For those in the gaming industry or looking to understand digital culture, the report is a valuable resource for tapping into the gaming conversation and building community engagement on TikTok. The full report is available for download with email signup.
• TikTok is gearing up for the European 2024 elections by launching an Election Centre in each of the 27 EU member states, offering vetted local voting information in-app. The company is bolstering efforts to counter misinformation with over 6,000 staff dedicated to moderating content and is working with fact-checking organizations across Europe to ensure political neutrality and combat election manipulation.?

YouTube:?

• YouTube announces a significant update in connected TV viewing by launching a new channel page layout tailored for TV screens, enhancing the platform's accessibility for a wider audience. This update comes as YouTube's connected TV viewership reaches new heights, with over 1 billion hours of content watched daily on TVs globally. The refreshed layout will feature enlarged channel art and a more prominent "Subscribe" button to boost creator engagement and subscriber growth. This shift underscores the growing trend of YouTube as a supplementary entertainment source and as a primary content choice, particularly among the next generation of viewers.
• YouTube has introduced new music remix options for its Shorts feature, capitalizing on TikTok's recent loss of tracks from Universal Music. Users can now hit the “Remix” button on any music video to access the Shorts composer and experiment with four remix options: using the original sound, creating a side-by-side collaboration, employing the video as a green screen background, or cutting a specific scene to use in their Short. This update aims to enhance user engagement with music content and positions YouTube as a go-to platform for music-related short-form content, especially highlighting its ongoing partnership with Universal Music.

Snapchat:?

• Snap has teamed up with digital measurement firm Fospha to enhance the analytics offered to marketers for their Snapchat campaigns. This partnership aims to provide deeper insights into campaign performance using Fospha's Multi-Touch Attribution and Media Mix Modelling, offering a more comprehensive view of the marketing funnel beyond traditional cookie tracking. This collaboration is set to aid marketers in adapting to a privacy-focused digital environment, offering them refined tools to gauge their Snapchat initiatives' effectiveness and return on ad spend. Fospha's inclusion in Snap's partner directory, which features over 70 entities, presents an opportunity for marketers to further optimize their advertising strategies on the platform.
• Snapchat, now up to 800 million monthly active users, shared a new Whitepaper, “Retail Innovation v. Customer Expectations: Who is Falling Behind?” which highlighted the untapped retail marketing potential in Saudi Arabia, pointing to a significant opportunity for growth in the region due to its rapid technological advancements. The research, created with Kearny, emphasizes the importance of embracing tech-driven shopping experiences to meet consumer trends, with Snapchat positioned as a key platform for product discovery and e-commerce.

Pinterest:?

• Pinterest partnered with Tastemade to launch "Deliciously Entertaining," a 10-part cooking and lifestyle series hosted by Danni Rose. Premiering on Pinterest, the show links viewers to shoppable Pins for recreating show elements at home. This move is part of Pinterest's original content strategy, aiming to enhance product discovery and engage audiences with video content, which has seen over a billion views per day on the platform.
• Pinterest has released its "Pinterest Palette" for 2024, predicting the year's dominant color trends based on an analysis of popular Pins and broader cultural influences in fashion, interior, and graphic design. The platform has spotlighted five key hues expected to captivate audiences: Gummy Pink, Desert Orange, Aqua Blue, Moss Green, and Mocha Brown. Accompanying each color are charts showing their application across various Pins and related search terms, offering marketers valuable insights to align their content with these trending colors.
• Pinterest has launched new updates to its Business Manager, introducing enhanced collaboration tools, the ability to share ad audiences between accounts, new Asset Groups for targeted marketing, and improved security with mandatory two-factor authentication for staff. These features are designed to streamline the management of Pin campaigns and facilitate teamwork, including with influencers. The updates are now available to all users with a Pinterest Business profile.

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