Hello… welcome to the latest #MontageMashup, where each week we bring you the latest news and views from across the marketing industry. In this week’s mashup, we take a look at an update to Google Maps, eBay’s new personalisation tool, Facebook’s influencer search engine, Missguided’s diverse models and more! So, let’s get started…
Google Maps to get augmented reality
Google has teased some new updates to Google Maps which includes augmented reality (AR) support and ‘VPS’, which stands for Visual Positioning System. When the AR is on Google Maps will combine both its traditional interface with a live camera view, meaning that whilst a user is navigating superimposed arrows will appear at each turn making it harder to misinterpret directions. The current system can be hard for users to locate exactly where they are, which way they are facing and if they are about to take the correct turn. It has also been suggested that the AR technology may be used elsewhere within the app, for example when facing a storefront an information card could pop up with details about the business. The VPS featured combines both the live camera view and Google’s data trove to give a better sense of position than GPS. VPS would be especially helpful in urban areas where a normal GPS signal can be blocked by taller buildings providing a less reliable location.
It has not been confirmed when these changes are likely to be rolled out, but we think they will really improve the app.
Missguided’s ‘imperfections’ models
Missguided has launched a new campaign called #InYourOwnSkin in which the retailer shows off women with a range of physiques as well as different skin conditions. The campaign attempts to move away from the standard ‘Barbie doll’ image which is used in numerous campaigns across the world. In Missguided’s latest campaign 6 models show off their ‘complexions’ which some may perceive as ‘flaws’ including psoriasis and albinism. Missguided has said: “these babes continue to challenge the world’s perception of beauty and exude the confidence to be comfortable #InYourOwnSkin.”
We think that this is a great campaign to highlight that everybody is different and should feel comfortable with who they are.
eBay’s new personalisation tool
eBay has launched a new personalisation tool on its app called ‘Interests’. The new tool is designed to allow shoppers to tailor their experiences on the marketplace based on their hobbies, styles and favourite brands. eBay currently has 171 million active customers and more than 1 billion listings which it says it has ‘uncovered things consumers search for every day and created hundreds of shopping themes through data and algorithms.’ Within the app users will be asked 4 questions; “What do you love?”. “What are you a fan of?”, “What’s your style?” and “What are your favourite activities?”, eBay will then use the answers provided to select items to show the user. eBay has said that Interests will narrow the focus and help shoppers “discover things you love – and things you didn’t even know you might love.”
Currently Interests is only available in the USA on iOS and Android, however, it is planned to be rolled out to different devices and regions in the coming months.
Differing opinions on targeting the FIFA World Cup
With the upcoming FIFA World Cup less than a month away it is unsurprising that brands are now beginning to release information about their ad campaigns. One of the biggest things to come out so far is the difference in opinions between two major brands, namely Budweiser and Adidas. Below we take a look at the plans for both brands for the tournament in June and July.
Budweiser has announced that it is launching its biggest ever global campaign ahead of the World Cup in Russia next month. The global CMO of Budweiser has said the new campaign ‘will champion Budweiser’s dream of bringing people together while energising and inspiring the 3.2 billion football fans watching the World Cup’. Budweiser has been the official beer sponsor of the World Cup for the past 32 years and the new campaign ‘Light up the FIFA World Cup’ will launch in more than 50 countries. Included in the campaign are more than 8 million noise-activated red light cups which feature a small microphone to pick up changes in decibels and 3 LED lights which will light up when there is an increase in noise e.g. when the crowd is cheering or clapping.
On the other hand, sportswear giant Adidas has noted that ‘the event is not the sales opportunity it used to be‘. Instead it is looking at the World Cup as a ‘brand building event’ as opposed to a sales opportunity. Adidas CEO Kasper Rorsted has said: “the direct financing impact is limited and the football has over time relative to the size of the company become a small event from a financial standpoint.’ There will be 12 teams wearing Adidas clothing or equipment for the World Cup, plus the numerous amount of players who will be sporting Adidas football boots, so the brand awareness angle will be huge.
Adidas clearly isn’t the only brand which is not fully behind the World Cup this year. It has been reported that FIFA is struggling to sign up sponsors ahead of the competition, with numerous brands being reluctant to jump on board this time around versus previous years. The fact that the tournament is being held in Russia is clearly a deterrent to a number of brands this time around.
We are ending this week on the news of Facebook’s Branded Content Matching search engine. The idea behind the search engine is to help connect marketer to social media creators ‘so they can team up on sponsored content on Facebook ad campaigns.’ News of the Branded Content Matching search engine was first leaked in Germany but has since been confirmed by TechCrunch. A spokesperson for Facebook has stated that ‘Facebook wants to help businesses find creators who can reach their target audience in an authentic way while allowing creators a path to monetizing their Facebook content and fan base.’ To take part, creators need to opt-in and set up a portfolio which showcases their audience size and also some examples of their best branded content. Advertisers within the test can search for creators who have specific audience demographics using a wide range of targeting options. The search engine’s results page will show a list of creators who match the advertisers parameters and also show a percentage match with the search terms, the percentage of their followers they reach, engagement rate, follower count and video views with advertisers able to save best matches to private lists so that they can contact them.
Don’t forget to check out next week’s #MontageMashup, right here on the blog!