Airbnb tackle old-fashioned brand advertising in the digital sphere, Facebook launches new tools for SMEs, and what you didn’t know about Game of Thrones’ Starbucks gaffe.
Welcome to Digital Digest. Each week, we break down the biggest stories emerging in the world of digital marketing.
Image courtesy of Bored Panda.
There’s been a lot more than disappointed fans to come out of this season of Game of Thrones. As most watchers would know, Winterfell celebrated the end of the White Walkers with a modern coffee.
It’s not uncommon to find elements of production left on set when shows and movies are produced. What is uncommon is for a single cup to trigger an estimated $2.3 billion in free brand advertising and exposure. Social media analytics counted more than 193,000 mentions of both “Starbucks” and “Game of Thrones” within 48 hours of the show’s airing.
But here’s the twist – it wasn’t even a Starbucks cup. It was just a generic craft-services coffee cup.
That’s just how strong the Starbucks brand is though. People almost saw a green logo, and they attributed this single cup to the coffee chain.
CNBC have more of the data on this mind-boggling story.
At Google’s annual conference for developers, the news was broken that updates are being made to Google Lens – in efforts to increase usage. From a consumer perspective, using a smartphone’s camera to search for an item serves more of a functional benefit than voice search.
From an advertiser’s perspective, it’s far easier for Google to monetise image searches than voice searches.
Google will keep voice an option for as long as Amazon and Apple are competing in the home assistant market. But if they need a market to expand into, why wouldn’t they invest in technology that stands to benefit everyone?
Check out more of what happened at Google’s I/O 2019 Event on the New York Times website.
In the past, businesses have taken to television, radio, print and outdoor to address top-of-funnel issues, such as brand awareness and perceptions at scale. Not Airbnb.
They’ve taken the same strategies and applied them brilliantly to digital. Their “Live There” campaign doesn’t stray too far from the principles of television advertising, but it ingeniously ties their SMP with the reskinning of their app. Together, they quickly and efficiently painted the perceptions that Airbnb delivers a more appealing product than standard hotels and offers users a clean system for bookings.
Econsultancy has more on Airbnb winning at digital marketing.
Facebook has recently been celebrating just how important small businesses are in their network. And it seems they’ve taken a break from listening to our conversations and started listening to their own.
To help the 90+ million small businesses on Facebook’s network of apps, the social giant has launched an array of helpful new tools. These include an automated ads platform, which can help even the most digitally challenged account managers create up to 6 variations of an ad to run on Facebook, Instagram, Messenger and Audience Network. There’s even an extension of their native video-editing and appointment-booking capabilities.
Read more about Facebook’s SME toolkit on My Business.
Think you have a good digital marketing story? Or simply want to get in touch for a chat about digital marketing? Reach out to us today!