Wendy's, Dunkin' Donuts on what makes successful live video | Shell taps Jennifer Hudson for interactive Snapchat spot | Yahoo helps Cadbury promote holiday videos
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Brands share their thoughts on their own live video experiences, including the fact that any talent used for live streaming must be comfortable and flexible enough to handle real-time problems and audience interactions, Dunkin' Donuts' Melanie Cohn says. Wendy's executive Mike Bueno explains that brands must let the talent lead the experience.
Shell is bringing its #makethefuture campaign to Snapchat with a rebooted version of the music video the company released last month. The video -- which features performers such as Jennifer Hudson and Pixie Lott singing a cover of American Authors' "The Best Day of My Life" -- has been reformatted for Snapchat's vertical video and includes interactive features.
Cadbury and Yahoo Storytellers are launching a series of videos that capture the spirit of the holidays, such as one in which the chocolate company helps a boy decorate his neighbor's house for Christmas. Yahoo Storytellers will create GIFs and short clips to boost engagement and spread the campaign.
Burger King is touting the limited-time return of Cheesy Tots with actors Jon Heder and Efren Ramirez reprising their roles as Napoleon and Pedro from the 2004 film "Napoleon Dynamite." The ad garnered 262,000 views on Facebook on its first day.
Wrangler's Western-themed content site boosted brand awareness and provided an ad-revenue stream by accumulating an average readership of 1 million monthly viewers. Content such as live footage of rodeo events has driven a 100% jump in ad profits this year compared to 2015, with brands such as MGM Grand and Yeti investing in site ads.
Artificial intelligence is changing the way retailers operate and connect with consumers, said IBM marketing chief Michelle Peluso. Flowers.com uses an AI-powered gift concierge that can learn your preferences, The North Face integrated an interactive dialogue-based suggestion engine on its site and other retailers are leveraging the technology to manage inventories and gain greater insight into consumer behavior.
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