| Today's Top Stories | | #1 | McDonald's Is Latest Marketer to Experiment With Snapchat
| | | The giant fast food chain has quietly joined the social media platform and on Tuesday ran a "snap" from NBA star LeBron James. According to mashable.com, James filmed a commercial for McDonald's and shared a behind-the-scenes photo tied into the new Bacon Clubhouse sandwich via Snapchat.
Why This Matters: McDonald's joins Juicy Couture, Taco Bell, NPR and HBO as brands using the social network as another way to reach younger consumers. "With any platform, we always want to dip our toe in the water first and see how it works," said Rick Wion, director of social media for McDonald's.
Three Takes: Ad Age | Mashable | Digiday
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| | #2 | P&G's Pact With Amazon Angered Target
| | | The situation, which had been festering below the public radar, was brought to light in a story by The Wall Street Journal. When Target learned that Amazon.com was given permission to set up shop inside P&G's warehouses, it retaliated against P&G by giving some of its products less-prominent placement in stores. Target also went to competing P&G brands to work on joint promotions. However, the situation has apparently since de-escalated, according to sources. Neither P&G nor Amazon would comment.
Why This Matters: The situation highlights the intense competition between mass-market retail chains and ecommerce sites for sales of everyday household items. Target is particularly vulnerable to Amazon, according to Kantar Retail, which says 62% of Target shoppers also visit Amazon within four weeks of their Target trip.
A Take: WSJ |
| | #3 | Unilever to Launch Major Global Lipton Brand Campaign on Oscar Telecast
| | | A 60-second spot featuring the Muppets and a new brand slogan—"Be More Tea"—will debut on Sunday night during the ABC broadcast of the annual awards, Ad Age reports. Unilever on Wednesday released a 90-second teaser ad on YouTube. During the Academy Awards telecast, a Lipton social media command center will send out live tweets. Lipton is planning to double its ad spending this year, increasing it to $40 million. DDB did the creative and Mindshare is handling media.
Why This Matters: "We believe the power of this brand is much bigger than has been realized so far," said Alessandra Bellini, VP of brand development for Unilever Refreshments, "because it touches so many consumers around the world."
A Take: Ad Age
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| #4 Hotels.com Launches Campaign Starring 'Captain Obvious' (NYT)
#5 Twitter Adds 'Promoted Accounts' in Search to Help Marketers Target Better (MediaPost)
#6 Menu Information in a Mobile Ad Has Biggest Influence on Customers (eMarketer)
#7 Study Finds Marketers Issuing More Coupons, But Redemption Down (MediaPost)
#8 Time Inc. Expands Its Private Ad Exchange to Include Global Inventory (Ad Age)
#9 VivaKi Joins OpenVV Consortium (MediaPost)
#10 Study Finds Consumers Wary of Marketers Using Big Data (Adweek) |
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Percentage of U.S. mobile Wi-Fi users who say menu information is the most likely item in restaurants' mobile ads that will influence them to eat at a particular restaurant, according to a study by JiWire.
– Reported by eMarketer
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| | MBPT Spotlight | Creating a Successful, Viral Infographic Marketing Campaign: Five Expert Tips
By Justin Beegel, CEO and founder, Infographic World
The evolution of technology and the rapidly changing landscape of social media have made life interesting and difficult for marketing and advertising executives. There is a ton of opportunity to be sure, but in the new world of 140 characters or less, the ability to communicate a message in a succinct and compelling fashion has never been greater, and it has left many executives scratching their heads as to where to put their resources.
Among the innovative vehicles created to effectively reach consumers in this new era is infographics. According to Google, searches for infographics have increased 800% in the last two years as marketers look to increase brand recognition, create buzz and improve SEO. Infographics offer the unique ability to go viral and get your brand in front of millions of online visitors in a single day.
Since Infographic World launched in 2009 as a start-up, we have done campaigns for more than 30 Fortune 500 companies and have learned from our successes and failures. We have seen amazing results that have included worldwide coverage for our clients, going viral to the point of being a David Letterman Top 10 topic and most importantly, driving our clients' business and revenue.
Here are five tips to creating an infographic that will grow your brand:
• Identify the Ideas That Have Legs
The key is to create a viral infographic campaign that has mass appeal, and is timely and innovative. If there is a hot topic in the news, it helps to capitalize on it and take it to the next step or give it a new angle. You want to avoid ideas that are too niche and if you can walk a fine line between what is controversial and what is acceptable, that will help it go viral as controversy sells.
After creating a marketable infographic, what other steps must be taken immediately to ensure it'll succeed across the board? And what are the greater advantages of going deeper and making your infographic interactive?
For more, click HERE
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| | Fates & Fortunes | • MICHAEL GUARIGLIA was named VP, network sales, at Telemundo Media. He will be responsible for overseeing advertising sales for Telemundo network in the Northeast region. He was most recently an account executive at Univision. Prior to that, he was VP of client development at Univision. Before Univision, Guariglia was VP, advertising sales at The CW network, and before that an account executive at The WB network.
• MARK TAYLOR was named chief creative officer at Energy BBDO in Chicago. He replaces Dan Fietsam, who recently left the agency. Taylor's last post was as VP, executive creative director at Crispin, Porter + Bogusky; he left in August 2013. Prior to that, he was executive creative director at GSD&M and creative director at Fallon. Before that he had an earlier stint at CP+B.
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| | What They're Watching | BROADCAST RATINGS
'Mind Games' Premiere on Par With 'Killer Women'
ABC premiered new drama Mind Games on Tuesday night, which was up two tenths from what Killer Women premiered with in the same 10 p.m. Tuesday time slot Jan. 7. Mind Games followed a two-hour episode of The Bachelor outside its normal time slot, putting ABC in third place on the night. For NBC, The Voice was down 10% from last year's first midseason Tuesday-night episode, but still helped the network win the night. Chicago Fire returned from a five-week hiatus to match its last original broadcast Jan. 21. NBC also re-aired series premieres for About a Boy and Growing Up Fisher, with both shows debuting in their regular time slots after being previewed during the Winter Olympics. About a Boy was up 9% versus its Saturday post-Olympics broadcast and Growing Up Fisher was even with its Sunday-night performance. Moving from its former time slot, Glee was on par with its last Thursday airing. New Girl and Brooklyn Nine-Nine both grew 8% from their most recent broadcasts. Fox finished fourth. CBS' Tuesday night lineup returned after being on hiatus through the Olympics, with NCIS falling 16% from its last original episode on Feb. 4. NCIS: Los Angeles was down 22% and Person of Interest was down 19%. CBS finished second for the night. The CW's The Originals was down a tenth from its last new episode, and Supernatural grew a tenth in the adults 18-49 demo.
For more, click HERE
CABLE RATINGS
USA's 'WWE Raw' Tops Monday Cable
WWE Raw was Monday's top cable program with a 1.6 adults 18-49 rating, up a tenth from last week. Swamp People on History came in second place with a 1.0 rating in the demo.
For more, click HERE
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| Overnight Ratings: Tuesday, February 25
| | 8 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| THE VOICE
| 3.7
| 13.0
| CBS
| NCIS
| 2.6
| 16.9
| ABC
| THE BACHELOR
| 2.3
| 7.8
| FOX
| GLEE
| 1.2
| 2.9
| UNIVISION
| POR SIEMPRE MI AMOR
| 0.9
| 2.7
| CW
| THE ORIGINALS
| 0.8
| 1.9
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| | 9 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | ABC
| THE BACHELOR
| 2.6
| 8.4
| CBS
| NCIS: LOS ANGELES
| 2.2
| 13.1
| NBC
| ABOUT A BOY (R) (9)
GROWING UP FISHER (R) (9:30)
| 2.4
2.0
| 8.3
7.0
| FOX
| NEW GIRL (9)
BROOKLYN NINE-NINE (9:30)
| 1.4
1.3
| 2.8
2.6
| UNIVISION
| LO QUE LA VIDA ME ROBÓ
| 1.3
| 3.5
| CW
| SUPERNATURAL
| 1.1
| 2.4
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| | 10 PM | | NET | SHOW | A18-49
Rating | TOTAL VIEWERS
(MILLIONS) | NBC
| CHICAGO FIRE
| 1.8
| 7.1
| CBS
| PERSON OF INTEREST
| 1.7
| 10.8
| ABC
| MIND GAMES
| 1.1
| 3.6
| UNIVISION
| QUÉ POBRE TAN RICOS
| 0.9
| 2.5
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| | TOMORROW'S BIG RATINGS STORIES TODAY | • Let's Call It 'Brains vs. Brawn vs. Beauty'
That's what CBS says is the theme for the 28th edition of its hit reality series Survivor, which returns on Wednesday at 8 p.m. with a special two-hour season premiere episode. The spring edition of the series is being filmed in Cagayan, a province in the Philippines. Among the 18 castaways are some knowns and unknowns: a high-stakes poker player, an attorney, an ex-NFL cheerleader, a nuclear engineer, the president of the Miami Marlins baseball team and former NBA All-Star Cliff Robinson. The cast ranges in age from 21 to 48. The upshot: Last fall's edition of Survivor: Blood vs. Water averaged 9.8 million viewers and a 2.5 18-49 demo rating, making it one of the most watched entertainment series in primetime. The fall edition usually draws a bit higher audience than the spring version, but the viewer numbers for this series, which first aired in 2000, continue to be pretty impressive.
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| • New ABC Sitcom Joins the 'Mix' and Hopes for a Long Night Ahead
The network will premiere a new comedy series, Mixology, on Wednesday at 9:30 p.m., leading out of its hit sitcom Modern Family. The series, which comes from the writers of The Hangover movies, follows ten single people who frequent an upscale bar in Manhattan called Mix. The ten include five men and five women who meet for the first time at the bar and the series follows them through one night, with the season finale being the end of that night. The upshot: ABC is searching for successful new comedies after already having a few fail this season so far. It is giving Mixology a plum spot leading out of Modern Family. The series' creators are hoping that viewers get involved each week in rooting for which of the men and women will pair up. It's a bit of a different concept, but so was Modern Family. It is also the first scripted entry from Ryan Seacrest Productions.
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| • 'The Americans' Return to FX
The spy drama series, which follows married KGB agents posing as Americans in suburban Washington, D.C., during the Reagan presidency, returns for a second season on Wednesday at 10 p.m. The series, which stars Keri Russell and Matthew Rhys, was critically acclaimed, but did not sustain viewership last season; it premiered in late January 2013 with a solid 3.2 million viewers and a 1.2 18-49 demo rating, but by season's end was averaging about 1.6 million viewers and a 0.6 demo rating. The upshot: For many cable networks, a series averaging 1.6 million viewers would be a major success, but FX is known for its mass viewer dramas, so The Americans was a bit of a disappointment. Give the network credit for sticking with it and hoping that it can lure in more viewers in season two.
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