Cynopsis: DIGITAL
02.03.14
Good morning. It’s Monday, February 3, 2014, and this is your first early morning digital briefing.
Amazon Prime’s price may increase by a hefty $20-$40 over its $79/yr fee, CFO Tom Szkutak said in the company’s Q4 earnings call on Thursday. Amazon Prime supplies customers with free shipping as well as access to its video streaming service, Amazon Prime Instant. Szkutak attributed the potential increase to the rise in shipping costs; the hike could top Netflix’s $7.99 a month (the lowest level of the service) which translates to $95.88/yr.
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Shazam debuted its new Timeline feature for the Super Bowl yesterday, which brings performances, plays and tweets all in one feed: The app gave fans updates on key moments of the game, playlists from halftime performers Bruno Mars and the Red Hot Chili Peppers, and the opportunity to see all the ads throughout the broadcast.
Gamers are opting for iPhones and Android phones as their choice gaming device rather than handheld consoles from Nintendo and Playstation, according to data from research company App Annie. The report found that 15 percent more apps were downloaded from Google Play than from the App store in 2013, but the iOS apps made double the revenue. The most-downloaded app of 2013? Candy Crush Saga.
Advertisers teased Super Bowl ads weeks before the big game, eventually racking up 66,058,625 million views on YouTube before the weekend even hit. YT analytics company Tubular Labs recorded how much buzz these ads were creating via Tweets, Facebook shares and YT views to find the total viewer engagement with the ads.
| Brand | Sum of YT Spot Views | Sum of Tweets | Sum of Facebook Shares | Engagement | Engagement per view |
|---|---|---|---|---|---|
| Anheuser-Busch (Budweiser) | 17,407,659 | 39,000 | 98,000 | 146,070 | 0.84% |
| Anheuser Busch (Bud Light) | 6,334,840 | 1,991 | 5,190 | 7,341 | 0.12% |
| SodaStream | 5,543,896 | 2,586 | 10,000 | 14,164 | 0.26% |
| Audi | 4,924,665 | 920 | 12,000 | 13,645 | 0.28% |
| Axe | 3,600,000 | 5,889 | 50,000 | 58,274 | 1.62% |
| Jaguar | 3,486,757 | 4,704 | 17,000 | 23,662 | 0.68% |
| Butterfinger | 2,886,814 | 571 | 222 | 807 | 0.03% |
| Volkswagen | 2,862,115 | 1,798 | 15,000 | 18,331 | 0.64% |
| Dannon | 2,665,981 | 2,104 | 8,941 | 13,740 | 0.52% |
| Toyota | 1,929,325 | 811 | 8,159 | 9,559 | 0.50% |
Dunkin’ Donuts published its Super Bowl themed Vines over the weekend with its Vine-ESPN play campaign that launched at the start of the football season. The five-second vines that appeared during ESPN’s SportsCenter were promoted through its Twitter handle, the sports channel and Facebook pages for a collective 21 million fans. The social spots saved the donut king $4 million by avoiding actually buying a Super Bowl spot.
Adobe released a report over the weekend showing which social media sites are best at bringing spending consumers to retail sites through ads, social media pages and brand posts. Surprisingly, the Q4 Social Media Intelligence Report (data from 5,000 companies using Adobe’s Marketing Cloud service) showed Facebook wasn’t the only major player.
- Tumblr jumped 340 percent in referral rates from a year ago.
- Pinterest revenue increased 244 percent.
- Twitter increased 131 percent.
- Facebook increased, but not nearly as much – at 72 percent.
On another note, Pinterest soared past Facebook in Q4 revenue referrals in the U.K., and is projected to do the same in the U.S. this year. Adobe concluded that Facebook’s slower growth is simply a result of a more competitive landscape; However, Facebook’s ads show higher engagement, with a 365 percent increase in click-through-rates; shares, likes and comments are up 180 percent year over year.
Microsoft is about to choose its next CEO four months after the announcement that Steve Ballmer was leaving the company, naming Satya Nadella, according to Bloomberg. Nadella joined Microsoft in 1992 and leads the company’s cloud and enterprise divisions. Ford CEO Alan Mulally was rumored to be the frontrunner but backed out in January. Bloomberg noted that chairman Bill Gates may be replaced as well.
Endemol North America, the multiplatform entertainment company behind AMC‘s Hell on Wheels, has hired Jacob Shwirtz for the new position of Chief Social Media Officer for Endemol Beyond USA. Prior to Endemol, Shwirtz was a Social TV Lead for Viacom.
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DIGITAL SPOTLIGHT OF THE DAY
Audi’s Super Bowl strategy went one step further with its #StayUncompromised campaign by enlisting satirical source The Onion and SnapChat to be part of the festivities. Throughout Sunday’s games Audi sent Snapchats created by The Onion editors that tapped into the majority audience who care about anything but football (71 percent of those watching only did so for the commercials, according to Leger). The snaps instead made jokes about pop culture, weather, and the news. Check out the spot that inspired the campaign, which includes a hilarious dog breed “doberhuahua” and musician Sarah McLachlan at www.cynopsis.com.
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Jessica Reese
02.03.14
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