Most read: Reebok launches Instagram treasure hunt
Now this is the kind of run we're happy to go on – a virtual one. Marketing's Shona Ghost reports on :
"Users who follow @zpump_startingline will see a grid of photos with the Reebok Pump logo hidden within one panel. Liking the photo and clicking the logo will take the user through to the next destination on their virtual run, where they will have to find another Pump symbol. Those who reach the finish line will have the chance to win a pair of Reebok ZPump Fusion trainers."
On social: 420
April 20 (04/20) has become a special day in America for people who like to ingest cannabis, and it's spread to other parts of the world too (see the Twitter trend for evidence). Brands love to jump on these "events" but, unsurprisingly, most have avoided commenting on today's decidely illegal subject. Most, but not all. Ben & Jerry's released the Brrr-ito today, explicitly linking it to the "holiday."
Introducing The BRRR-ito! Coming to a Scoop Shop near you on April 20th.
— Ben & Jerry's (@benandjerrys)
Turns out, they're not the only brand to dabble: of ten brands who've taken the plunge over the years; and those wags at the Independent have pointed out that , of all days. There's no evidence McDonald's did this on purpose but a shows the two things are linked in some people's minds.
As legalization in America makes small gains, and Fast Company publishes breathless articles about , will we see 420 become part of social marketing strategies? At the very least, perhaps brands should become more aware of where their campaigns might appear.
Great ads: BT's 'Behind the Scenes'
Abbott Mead Vickers BBDO's new work for BT has certainly proved popular with Brand Republic readers. We wonder if it has something to do with the industry recognizing something of itself in the characters? By which we mean we think we're as cool and collected as Ewan McGregor.
Watch more from the BT 'Behind the Scenes' campaign by Abbott Mead Vickers BBDO, courtesy of ±±¾©Èü³µpk10 Work.
Ad tech: 3 steps to beat the bots
It is estimated that 23% of video views are fraudulent. 23%! That, says the Association of National Advertisers and White Ops, will cost advertisers approximately $6.3 billion globally in 2015. Juliette Gilligan, agency solutions director at Adludio, has three tips for mitigating the risk.
- Monitor all traffic with a consistent third party tool – comparability over time is essential
- Update blacklists frequently and narrowly, as often as daily, and control for ad injection
- Concentrate advertising during audience waking hours
Check out the full piece on for the ins and outs.
Poll: Dove's 'Choose Beautiful'
Dove, a brand with an impressive track record of addressing thorny issues around beauty, launched . This time, however, it's not been met with the same universal praise.
Writing for Marketing, social video experts Unruly see the work as
In its quest for clean, perfectly moving advertising, 'Choose Beautiful' certainly bypasses the ‘Average’ door.
Unruly
But writing in Marketing last week, Tom Ellis-Jones, business director at Zak Media Group, : "Brands continue to persist in reducing women to the sum of their appearance and Dove's latest 'Choose Beautiful' campaign is no different," he argues.
In a post feminist world, women, and indeed the watching world, shouldn’t be confronted with such a banal choice.
Tom Ellis-Jones
So what does the Brand Republic community think? Let us know with our poll below.
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Compiled by Jonathan Shannon
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