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Twitter Announces the Winners of its #BrandBowl for Best Super Bowl Tie-In Campaigns

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twitter announces the winners of its brandbowl for best super bowl tie in campaigns
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Twitter has announced the winners of its annual #BrandBowl event, which recognizes the best Super Bowl tie-in campaigns across a range of categories.

This is the fourth year that Twitter has run its #BrandBowl, for which it took the lead from the growing number of brands looking to tap into the Super Bowl in real-time. In the past, some brands have seen such big success with their tweet tie-ins that their subsequent exposure has ended up matching, or even beating that of the big name brands who’ve spent millions securing a coveted Super Bowl ad spot. As such, it makes sense to give brand tweet efforts more focus.

The big winner (MVP) again this year was Pepsi, whose campaign revolving around the Halftime Show, and featuring The Weeknd, drove the largest overall share of conversation on the platform during the event.

Pepsi has now won the #BrandBowl MVP Award three out of four times thus far, and its sponsorship of the half-time show does appear to give it a head start in this respect. Maybe Twitter needs to review its criteria, or take Pepsi out of the running, maybe naming the award in the company’s honor instead. 

Budweiser won the award for the most popular campaign without a national TV spot with its retro call-back campaign:

Meanwhile, T-Mobile saw the most retweets from a brand handle with this effort:

I mean, using the lure of winning a new phone seems like cheating a little bit, but if it works…

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Disney’s preview of the upcoming ‘Falcon and The Winter Soldier’ show on Disney+ generated the most overall engagement:

While Verizon got Twitter’s nod for ‘Most Creative Play’ – the brand that best used Twitter to creatively breakthrough, beyond promoted Tweets and video.

And lastly, Indeed won the award for the campaign that best adjusted in real-time for its campaign which highlighted job opportunities from the brands who were advertising during the game.

There are some interesting uses of Twitter here – maybe not as creative as in year’s past, and as with most Super Bowl campaigns, most were heavy on the use of celebrities to boost their messaging. But still, there are some pointers to note from these campaigns – or maybe they’ll inspire you to do better with your own creative Tweet approach.

You can check out Twitter’s full #BrandBowl rundown here.

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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