When Kraft’s Mio Energy drink partnered with DJ Steve Angello in March to introduce the product to millennials, Mio’s Instagram followers went from 350 to 650 and the brand increased its Twitter followers from nearly 9,000 to 16,000.
After the release of its Mio Energy drink in 2012, Kraft Foods was looking for a new way to reach the millennial audience. DJ Steve Angello held a secret concert during Miami Music Week and encouraged fans, concert goers and social media followers via a video to upload their images to Instagram using #MioNights to unlock an original Steve Angello song inspired by Mio. Each photo helped to unlock a new portion of the song that consumers could download, and now the music video for this song will feature 17 of the Instagram images uploaded by consumers.
In addition to the growth on its social media pages, Mio got more than 230,000 visits to its Mio Nights campaign website. A total of 1,465 total pictures were uploaded, and to date, there have been 2,079 downloads of the song, but Kraft expects this number to increase once the music video is released.
Marketers seek agency-of-record relationships with influencer agencies as influencer marketing matures
Marketers are moving away from a project-based approach to a long-term vision with influencer marketing agencies participating in strategy meetings along with other agencies rather than being an afterthought.
Why acquisitions could be the inevitable future for embattled in-game ad companies
As game developers and big tech companies alike realize the revenue-generating power of mobile gaming, they have engaged in a flurry of merger and acquisition activity.
Marketing Briefing: With younger consumers questioning brands’ trustworthiness, marketers turn to scenario planning
More certainty that a marketing play is an authentic fit for a given brand is key as consumers are more skeptical of advertising than ever.
SponsoredQ&A: How Jounce Media and Teads are framing SPO’s role in driving sustainability
As supply chain concerns abound, marketers are increasingly focusing on the main motivators that drive efficiency in their operations, including financial considerations, supply chain transparency and, most recently, environmental concerns. Sustainability has not always been at the forefront of the digital video buying process for the ad industry, but brands like Teads are taking steps […]
Digiday+ Research: Agencies see different paths for online, offline ad spend this year
Agencies expect a big jump in online ad spend this year — but the same isn't true for offline ad spend.
The open programmatic market is in a tough spot
There’s a ballooning number of publisher-initiated programmatic auctions being pushed through a shrinking ad tech pipe.