What I’m thinking about today:
Dunkin Donuts taps into tweets.
What if…major events in the age of social media.
Facebook likes videos. And now you will too…whether you like it or not.
1. Time to tweet about donuts. Dunkin Donuts has come a long way from its most famous ad campaign as the company announced last week its two newest spots will feature consumers chosen for their positive tweets about the company.
I personally like this as it supports a point I’ve been trying to make over the past year – consumers don’t need you (the brand) to engage them. They are having the conversation and saying thing about you just fine on their own. The brands that recognize and embrace this will be the most successful. Skittles, Coke, Doritos and of course Dunkin Donuts are just a few examples of brands that recognize this.
Something else I like about this ad campaign – it features ‘real’ consumers. So often the testimonial or ‘real consumers’ vibe is staged it seems the ad loses a bit of its bite. With this you not only see the real consumers you can go out and follow them for yourselves. If Dunkin Donuts is smart – and I have every reason to believe it is – they will turn these two into brand ambassadors, which could become an annual honor, given to the top Dunkin Donuts fans each year. It’s a campaign that practically writes itself.
2. In the age of social media. Watching the Cleveland Indians make their playoff run over the past month was a lot of fun, especially when you factor in the impact social media had on it. A ‘two screen’ experience. Live action from beat reporters. Interaction with other fans. Updates from other relevant games. Social media turned an awesome experience into an awesomer experience. And it got me thinking – can you imagine what the experience would’ve been like during the Tribe’s run in the mid-90s? The opportunity to watch that circus, up close and personal, is too much for this sports fan to even process.
But then that thought led to another thought – what ‘events’ over the past 23 years (using 1990 as a cut-off) would have been even more intense had they played out in the age of social media? My wife and I had a pretty good debate over this. The only rule is it would have to be a single event, meaning it couldn’t play out over the course of a few years (like the Tribe’s playoff run; Michael Jordan’s six championships; Madonna’s career, etc.)
Here’s my top five:
9/11. I almost didn’t include this due to the fact it was so obvious. But then I remembered what it was like in the beginning of the .com revolution. This broke the Internet. I couldn’t access MSNBC for a good six hours due to bandwidth. I can only imagine what it would’ve been like to watch this unfold on social media.
O.J. Simpson. What would’ve happened if we were seeing pics, videos, etc. posted as it was happening? What would the Vine parodies have been like?
Party like it’s 1999. New Years Eve is bad enough to watch unfold on twitter. But the New Year’s Eve that was supposed to crash our entire infrastructure? Oh man.
Start of Desert Storm. I was at church when I found out we were going to war. I was a 7th grader and terrified. I thought the world was ending. Going to school the next day was like one big U.S.A. pep rally – half because they were scared and half because we didn’t know what else to do.
(tie) Tupac killed and Michael Jordan retires. Two major pop culture events. Neither would’ve been bigger than when Michael Jackson died and twitter literally did break. But nonetheless these two event would’ve been huge.
3. Video advertising, whether you like it or not. Facebook doesn’t care if you ‘like’ video advertising, it’s beginning to prep you for the inevitable. Facebook announced it is testing videos that play automatically (but silently) with a small group of mobile users. It seems this is the first step in a process that will end with auto play ads showing up in your stream.
I know I don’t want to see every video my ‘friends’ post and I am absolutely certain I do not want to watch every ad I come across. But that’s where Facebook seems to be headed. And in their defense, why not?
Recently Mark Zuckerberg said mobile users spend one-fifth of their total time on mobile devices using Facebook. That plus the fact 40 percent of Facebook’s revenue comes from mobile should tell you all you need to know about why they are conducting this testing. If you had a captive audience, why not do this? Do we really think people are going to quit Facebook? Stop browsing on their mobile or at all? Of course not. We can’t quit Facebook. Even if we wanted to. So whether you like it or not, get ready to watch a lot more video of your friends’ cats, kids, nights out, concert footage…