Who’s your parents’ favorite? Ask Facebook
Like it or not, many parents have a favorite child. It may vary from day to day, but almost universally, your parents have a preferred offspring.
Want to know if it’s you? Stop looking out for subtle cues like an extra warm, soft cookie for dessert. Get some cold, hard data instead: “The Favorite Child Detector” is a new app, created by FCB for Modern Family’s upcoming season on New Zealand’s Prime TV. And it playfully purports to put the mystery to rest once and for all.
The app, available online, examines the behavior of Mom and Dad on Facebook and tallies their “likes,” tags, comments and photos, to determine which kid will most likely have preferred status in the will.
The app also tests other people in your “modern family,” from your dog to your friends to your colleagues. Here’s how it works: pick a group of people to test. You can include your entire extended family, or just your siblings and your old man.
The Favorite Child Detector will trawl through their behavioral data, and then determine if you’re the Alex Dunphy of the family, or someone else less adored. It’s fun to see it go through all the posts and photos of yours that have been liked, and then watch it compare them to your sibling’s (or your friend’s.)
The best (or worst) part is going through the analysis to see why you got your ranking. If someone has “liked” all your photos and comments, you’re in the clear — and have a better chance of getting a bigger present at your birthday. The app requests that you sign in to Facebook first, but never posts anything on your profile — something more brand campaigns on the platform should do. It also only uses data that’s already available to you, so there isn’t a privacy concern.
Will people who are told they’re not the favorite child rush in droves to watch “Modern Family?” Maybe not, but the app is the latest in a series of brand moves that have used Facebook data. Grey Poupon, for example, famously only let you “like” the company’s Facebook page if you were deemed snobbish enough: Via an app created by CP+B, the campaign scanned Facebook user data and only let them like the page if they’d been to an Ivy League, or read classic books.
Mitsubishi last year went the opposite route to promote its “Unpretentious” positioning, a Facebook app that analyzed your friends for “pretentiousness” and then created a film showing the Mitsubishi Outlander “crashing through” the posts.
‘The data strategies of these companies aren’t progressive enough’: 10 Confessions on the pivot to privacy
An inside view of how privacy changes are having big consequences throughout advertising.
Why companies are using virtual concerts to introduce their users to the metaverse
Music is a spectacle, but it’s also a deeply social experience, a pairing of traits that experts believe make virtual concerts a perfect fit for companies looking to showcase the metaverse to skeptical users.
Member ExclusiveMarketing Briefing: ‘Not a hypothetical problem’: ANA CEO Bob Liodice on why there needs to be a unified effort to combat hate speech
This week, GARM and the ANA announced they are working with Pernod Ricard to scale that initiative working with brands and social platforms as well as small and medium-sized businesses.
SponsoredHow retailers can be ready for holiday shoppers this year
Suchi Sastri, managing director and partner, Boston Consulting Group As the holiday season approaches and the pandemic continues to evolve, retailers want to know what to expect. Will e-commerce continue to grow at the rate it did last year? How big of a role will in-store shopping play in holiday shopping? While it’s still early, […]
As non-endemic brands eye the gaming space, a lack of industry standards is delaying their arrival
The caution with which some brands still approach the gaming industry -- and the need for better industry standards to help brands feel more informed -- were recurring themes at last week’s Digiday Gaming Advertising Forum.
Cheat Sheet: How Apple’s ATT is giving it more influence over ad dollars
The signs that Apple is building an ads business is there — here is what we actually know.