Fast-Food New Advertising Tactic— Courtesy of GIF Apps like Tenor

Marketers are looking to create GIFs that people will use to express themselves within social media communications. The GIF company Tenor says it has data that brands like Wendy’s and Dunkin Donuts can use to create ads tied to specific emotions. Advertisers only pay Tenor when people share these branded GIFs. Wendy’s knows you get…

via Fast-food companies like Wendy’s are watching when you’re hungry and using a new tactic to get your money — Advertising

Tenor (the number 1 GIF sharing app in the Apple app store) studied the habits of user searches on their platform to find a way to sell their product to advertisers. Through their analysis, they concluded users do not search for specific brand names in their GIF store during conversations with their friends. Rather, they search a feeling like “hunger” and use the GIF that fits their mood/thoughts. If advertisers such as Wendy’s and Dunkin Donuts create usable content on Tenor under these categories, their “ads” have a much higher chance of being shared in conversations.

Tenor also sells user data to companies that indicate the times a ‘feeling’ is most often searched. Meaning, fast food restaurants know the times users are most often discussing hunger and pinpoint hungry spikes in user communications.

HugerSpikes Graph

Fast food restaurants use Tenor application to pinpoint user huger spikes when users search words similar to ‘hungry.’

If fast-food advertisers can create usable GIF content that directly communicates what  users want to express to their friends, companies can take on a new form of ad space: GIF ads.

This new advertising niche is revolutionary and has the potential to generate more concise, creative jobs within the field.

If there are any creatives out there who are wondering about what to explore next or add to their portfolio— this could be it…

May the odds be ever in your favor,

Script3transp

Things I Wish My Professors Prepared Me For

Professors Prepared

It has been exactly a year and five months since I graduated Florida International University (F.I.U.). Still, it feels like I was packing lunches to study in the library last week…

F.I.U. was the best experience of my life. I am forever grateful for the professional knowledge my communications professors provided. The issue with college is that one semester really is not long enough to cram years of experience into. Needless to say, there’s a lot of information that falls through the cracks. Professors are coerced into being more focused on passing rates than actually guiding students’ transition into the professional arena.

College students often consider getting a job to be the biggest issue they are going to face after graduation. What is not being taught, is that the real difficulty comes with maintaining your position within that job. It’s one thing to accept a job offer and another thing to actually work and continuously meet all expectations covered within the position.

“Welcome to reality; here’s your desk, here’s your new email address, here’s some random documents on our server, here’s your first 5 assignments, figure it out, good luck!” – Part-time receptionist at the front desk.

This is NOT a joke.

The dirty truth is, the lion din is a place where you either make it or you don’t.

Thankfully, you don’t really die after your first job (although sometimes it feels like it). Instead, you get another job and prep yourself with the knowledge of past failures and prepare for the lions once more. And you do this again and again, until you – somehow – survive. Even then, survival is an everyday battle.

A little dramatic? You don’t know the half of it.

The first skill I wish my professors prepared me to develop before I graduate is ATTENTION TO DETAIL. For some this comes naturally, for others it’s a learned talent. This is especially important for those in communications. Every letter, every design, every email, every project needs consistency and correctness. Don’t trust spellcheck or even your own eyes. Print every document before it is sent and check it twice more after you think it’s good to go. FYI Adobe programs don’t have spellcheck– learned it the hard way once. To help me develop this skill later on, I started solving word searches and reading articles much more often.

Secondly, I wish more professors taught me how to work under time restraints and pressure. After I graduated college I was so used to due dates that extended past several days or even weeks. When I first was handed an assignment at work due immediately, I completely panicked. Panic is everyone’s kryptonite in an office setting. It usually brings huge mistakes and irresponsible overlooks with it. I have never made as many mistakes as I have in an agency where all I did all day was put out fires and work with minute-long deadlines. Therefore, I believe quick exercises that require students to develop a project or train of thought within a short time would be a great addition to the classroom.

Developing a creative, make-it-up-as-you-go attitude can really do wonders within the communications field. In college, we have little room to develop critical thinking skills since we are have been taught what/how to think starting as early as elementary school. In a workplace, your boss will never hand you a nicely outlined prompt for you to highlight and circle. Here there are no guidelines. Here there are no rubrics of how to successfully approach a project. There is only a client/supervisor with an idea you must breathe life into correctly, the first time you approach it.

I hope this post will help others out there, rather it be a student or a professor, to see where they can strengthen themselves to prepare for a smooth transition into the professional world of communications.

Good luck out there,

Script3transp

#FlashDrivesForFreedom Social Media Campaign at SXSW

Flash Drives for Freedom is a Human Rights Foundation and Forum 280 initiative aimed at informing and educating the citizens of North Korea through the use of USBs. Activist groups based in South Korea secretly bring flash drives into the country via balloons, rivers or land. They are loaded with current news, books and even entertainment like reality shows. Their end goal is to arm North Koreans with freedom of mind by providing them with facts that dispel Kim Jong-Un’s propaganda.

When I first started my position at USB Memory Direct we were already sponsors of the project. It wasn’t until Flash Drives for Freedom pitched a tent at SXSW 2017, one of the largest most influential conferences on the globe, that I became more actively involved with our partnership. To be honest, it has always been a dream of mine to work for a tech lead non-profit and our sponsorship gave me a little taste of what it would be like.

It’s not every day a small company gets the chance to be represented by the Human Rights Foundation in front of a massive crowd. So for this event, we thought big.

USB Memory Direct launched a viral social media campaign during the weekend of SXSW that would match any number of mentions using #FlashDrivesForFreedom with a USB donation to support the cause. As tens of thousands of conference goers passed by the booth of Flash Drives for Freedom, they either donated a memory stick of their own or took to social media and posted #FlashDrivesForFreedom to @USBMemoryDirect.

Flash Drives For Freedom Tweet

The response was overwhelming. At first, we limited the mentions to Twitter but due to the activity on all platforms we opened the donations to include mentions on Facebook and Instagram as well. Within two days over 550 mentions were posted, reposted and shared. Since there were no limits set, we counted each and every hashtag @-ing our company. We also responded to each tweet with either a comment or a ‘like’ as a receipt of donation.

The campaign took off on the first Saturday of the event. I was out at lunch with my family when our social media manager, Jon, called me. He said our social was blowing up like never before. We were super excited! To keep the momentum going, we put together a list of political influencers keen on the North Korea debate to Tweet the campaign’s shareable at. The list included some Ted Talk activist, public officials and companies at the SXSW conference.

The initiative captured so much attention, that the Human Rights Foundation came out on top as the 3rd most loved brand at SXSW on Twitter alongside Nickelodeon, IBM Systems, Twitch and WWE.

fdff-brandlove

Creative Director, Doug Burnett, did a great job capturing the project in his recent video titled “Flash Drives For Freedom”. He is the brains behind the brand’s image and artwork. Check it out below or watch it here:

 

If you were given this same opportunity, what would you have done differently or added to this campaign to expose your company further?

Thanks for the click,

Script3transp

Subscribe to my blog via email by hitting ‘Follow Me’ in my sidebar and never miss a post >>>