2 Million People Watch NFL Streaming on Twitter

 

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Two weeks in a row, Twitter has delivered on Thursday Night Football streaming hopes. The first week, more than 2 million people watched the live stream between the Buffalo Bills and New York Jets

The stream was 100% free. No authentication required. 

On the surface, the Twitter numbers are far short of what Yahoo reported when streaming the game from London last year. They reported 15M, but the game was autoplayed from the Yahoo homepage among other properties like Yahoo Mail, so their figures are far less credible and not comparable to Twitter where all users were opting into the stream.

According to Nielsen, 25 million people watched the game on TV and the NFL reported that in total 48 million people watched at least one minute of the game. So while still a small fraction of TV, the Twitter numbers are a sign that if given the option for a high-quality stream, significant numbers will watch via mobile, connected TVs, desktop, etc. 

Twitter paid $10 million for rights to the 10 Thursday night games this season. From an ad perspective, they are able to sell the local ad slots in the game stream as well as surrounding Twitter media. The national ad slots run as they would on broadcast. Early results show that Bank of America’s Twitter ads during the game had a 98% completion rate on the platform.

 

 


Launching the Anti-Bank in a Sea of Powerful Anti-(Actual) Banks

CHALLENGE
SoFi is a modern finance company, not a bank. They have members not customers and they operate in a fashion that is fundamentally unique to the finance category – a category that is dominated by large, traditional banks. Starting with limited awareness, we were up against some of the biggest media spenders in the world and many of these organizations already claim to be “anti-bank.” We needed to achieve mass awareness and understanding for an unknown brand’s products and unique positioning.
APPROACH
Our media plan was built around reaching scaled awareness and challenging mega banks through mass media while educating the target throughout their daily life.
SoFi’s “The Beginning of a Bankless World” phase started 2 weeks prior to the Super Bowl to generate buzz and anticipation of something larger to come.
We seeded the message in Broadcast TV, a #DontBank Promoted Trend on Twitter, digital & mobile high impact executions through Pandora, New York Times, CBS Sports and others on key dates, leveraged digital video with YouTube. We reached light TV viewers via Connected TV with YuMe and promoted content on social properties such as Facebook, Twitter & Instagram. We also took the message into the physical world by purchasing large format Outdoor in the Top 10 DMAs while projecting “The Beginning on a Bankless World” messaging onto building that were formerly banks. The message was even brought inside the banks by leveraging in-elevator placements targeting building of large Mega Banks. And finally, the messaging ran in Cinema prior to the movie “The Big Short” among others in select cities.
We then launched the brand campaign in earnest with Super Bowl 50. First ad break, C position. Forbes ranked SoFi as #1 for most viewers reached of any advertiser in the game. Comprehensive efforts surrounded the game in social with live content creation and consumer engagement.
The day following Super Bowl 50, fully integrated campaign launched. Notable elements included heavy Outdoor in the Top 10 DMAs, multiple mobile masthead takeovers on YouTube, a custom content series on Medium titled “The Future of Money”, integrations with popular sports properties such as ESPN & CBS Sports, streaming audio buys with Pandora & Spotify and integrations with podcasts such as Freakonomics, This American Life, Re/Code Decode and Bill Simmons.
The final peak of the campaign focused on Men’s NCAA Basketball with a sponsorship of the Pac-12 Men’s Basketball Tournament as well large-scale efforts in March Madness. SoFi had a presence in almost every broadcast March Madness game and a spot in all March Madness Live Streaming games.
IMPACT
Early results are strong. In total the campaign has tallied over 1.6B impressions to date. We’ve seen sharp increase in brand awareness and favorability metrics and well as a significant uptick in SoFi business metrics such as registrations and loan starts.

Launching the Anti-Bank in a Sea of Powerful Anti-(Actual) Banks


CHALLENGE

SoFi is a modern finance company, not a bank. They have members not customers and they operate in a fashion that is fundamentally unique to the finance category – a category that is dominated by large, traditional banks. Starting with limited awareness, we were up against some of the biggest media spenders in the world and many of these organizations already claim to be “anti-bank.” We needed to achieve mass awareness and understanding for an unknown brand’s products and unique positioning.

APPROACH

Our media plan was built around reaching scaled awareness and challenging mega banks through mass media while educating the target throughout their daily life.

SoFi’s “The Beginning of a Bankless World” phase started 2 weeks prior to the Super Bowl to generate buzz and anticipation of something larger to come.

We seeded the message in Broadcast TV, a #DontBank Promoted Trend on Twitter, digital & mobile high impact executions through Pandora, New York Times, CBS Sports and others on key dates, leveraged digital video with YouTube. We reached light TV viewers via Connected TV with YuMe and promoted content on social properties such as Facebook, Twitter & Instagram. We also took the message into the physical world by purchasing large format Outdoor in the Top 10 DMAs while  projecting “The Beginning on a Bankless World” messaging onto building. The message was even brought inside the banks by leveraging in-elevator placements targeting building of large Mega Banks. And finally, the messaging ran in Cinema prior to the movie “The Big Short” among others in select cities.

We then launched the brand campaign in earnest with Super Bowl 50. First ad break, C position. Forbes ranked SoFi as #1 for most viewers reached of any advertiser in the game. Comprehensive efforts surrounded the game in social with live content creation and consumer engagement.

The day following Super Bowl 50, fully integrated campaign launched. Notable elements included heavy Outdoor in the Top 10 DMAs, multiple mobile masthead takeovers on YouTube, a custom content series on Medium titled “The Future of Money”, integrations with popular sports properties such as ESPN & CBS Sports, streaming audio buys with Pandora & Spotify and integrations with podcasts such as Freakonomics, This American Life, Re/Code Decode and Bill Simmons.

The final peak of the campaign focused on Men’s NCAA Basketball with a sponsorship of the Pac-12 Men’s Basketball Tournament as well large-scale efforts in March Madness. SoFi had a presence in almost every broadcast March Madness game and a spot in all March Madness Live Streaming games.

IMPACT

Early results are strong. In total the campaign has tallied over 1.6B impressions to date. We’ve seen sharp increase in brand awareness and favorability metrics and well as a significant uptick in SoFi business metrics such as registrations and loan starts.



Generation Z: Hit Play

By Justine Sarfan

BEGINNING A PORTRAIT OF GENERATION Z

For the last 30 years cult classics like The Breakfast Club, Clueless, and Superbad have brought the magic, ironies and idosyncracies of each new generation of teenage Americans to the surface of pop culture. These movies serve as portraits of each generation long after they grown up. Millennial teens have left their legacy, so it’s time for Generation Z to make their mark—selfies don’t count.

No doubt the 18-and-unders of today, Generation Z, are as love-sick, self-indulgent, accidentally poetic, and well, young, as those immortalized in pop culture once were, but the relationship to the world seen in the facts below will surely result in a cultural impact all their own.

PIC 1

DIGITAL PRECEDES THEM

The Internet has always been a part of their lives. They’ve had touch screens since they were born. Most have at least 5 screens in their lives. This means the way they communicate and absorb information is different than any generation before.

PIC 2

It also means they have a unique relationship to the cultural artifacts made in the past. Generally, they think in 4D; they prefer pictures and video to words.

PIC 3

 

IDENTITIES THAT ARE “POST”- EVERYTHING

When it comes to traditional identity norms they think more broadly than past generations. They are multiracial, and grew up comfortable in a world where traditional gender roles and norms are blurred.

PIC 4

 

AMBITIOUS DIY-ERS

In contrast to feel-good, over-coddling Boomer parents of Millenials, Gen Xers give their kids independence.
That independence, combined with access to the Internet hamade Generation Z self-starters.

They have a crowd-sourced, social-media informed, DIY-everything approach to life, a powerful addition their proactive attitude. Perhaps in response to the infectious spirit of start-up business culture, 42.2% of them plan to be entrepreneurs, 37.8% say that they will invent something that changes the world.

 

MIX IDEALISM AND PRAGMATISM

This contradictory cocktail reflects their Gen X parents’ values and the climate of post-9-11 American culture. While they are optimistic about their ability to impact the world—70% say they want to have a job that changes the world—they are also calculated and pragmatic. They were deeply affected by the Great Recession, making the economy and costs the things that worry them most.

The Hunger Games, dramatic as it is, is an apt reflection of their mindset about life and society. Most start working for pay at a young age and report learning about money, banking and entrepreneurship in school.

PIC 6

 

CONNECTED COUCH
POTATOES

Their connectedness is a blessing and a curse. Members of Generation Z claim to feel empowered by their connectedness, but it may limit their experimentation with certain typical teen behaviors. They have less sex, drink less and use less drugs than those before them—food is their biggest vice. Consequently, they have a higher rate of obesity.

PIC 7

 

SOCIAL MEDIA IS A WAY OF LIFE, NOT JUST A PART OF IT

For the under-18s of today, likability and importance are based on the number of likes or re-tweets on a post. Tweeting at a brand or a celebrity is totally normalized, and getting a reply or being part of a marketing stunt is even better.

They are heavily engaged with social media, but rather than being thrown out the window, cultural customs around public vs. private on social media are being evolved by this group. Fittingly, this is the first cultural site where we can witness their impact: 25% of 13-17 year olds left Facebook in 2014. They have a penchant for platforms that offer privacy and anonymity, such as Snapchat, Secret, and Yik Yak.

 

CULTURE MOVES WITH MAKERS

Generation Z has inherited a newly connected world from other generations but they will be the ones who truly appropriate it and transform culture with technology.

I look forward to seeing the universal hypocrisies, challenges and hopes at the core of our culture exposed through their fresh lens. We haven’t seen their version of Pretty In Pink yet, but whatever device we view it on, the themes here will be present. These truths are the foundation for the portrait of America’s youngest generation.

PIC 8


Watch Stan Lee Teach Celebrities the Art of the Cameo

Comic book legend Stan Lee is known for making cameo appearances in many Marvel films, including the upcomingAnt-Man. So in this video — which happens to be an ad for Audi — Lee teaches a workshop in cameo acting to pass his knowledge on to the next generation.” Click here to view the full article on Time!

Stan Lee Avengers


MUH-TAY-ZIK | HOF-FER Welcomes Audi and AAA

By John Matejczyk

These have been in the works for some time now, but the news is finally public and we’re happy to be able to share.

Audi of America first contacted us last summer, still blazing in all it’s hot glory, about pitching their social media business. Interestingly, John had just bought his third Audi—his first being an Audi Fox he bought for $1150 and drove in college many years ago. They were vocal in telling us they liked the smart wit we were bringing to brands like Netflix, Golden State Warriors, and Slavery Footprint, and that they were looking for that kind of thinking on Audi.

1977 Audi John Matejczyk

John’s first Audi, Boulder, CO.

Matt and John flew to Audi of America HQ in Virginia for a briefing that included all six agencies in the review, two from San Francisco, four from New York. Over the coming months, we put together lots of cool thinking across a variety of platforms, and met with the stakeholders at Audi of America. They narrowed the field throughout the process, and finally in December, officially awarded MUH-TAY-ZIK | HOF-FER the social media account.

So far, we’ve helped guide them through the Super Bowl, CES, and the Detroit Auto Show. More exciting creative work is on the way, as we’ll be creating content across various platforms.

“Audi won Twitter with a snarky bit of fact-checking aimed at its competitor BMW.” – Digiday, in regards to Super Bowl. Audi Superbowl Katie Couric Tweet

AAA reached out to us early in the fall. They were interested in finding engaging work for their Club covering the Northern California, Nevada, and Utah region.

We assembled a dedicated team to attack the interesting opportunities for the brand. While one of the most trusted brands in history, they didn’t feel as relevant as they could for a new generation that didn’t grow up with the ubiquity of AAA. Balancing these two aspects became the centerpiece of our work as we sought to bring to life the idea of a “members first” organization.

Work is in development that we’re excited to share in a few months

Welcome, new collaborators.

 

Vying for alphabetic leadership.

AAA & Audi name MUH-TAY-ZIK | HOF-FER Agency of Record

 


“Grammasters” Hit the Road for Netflix

Most brands are using Instagram wrong. They put ad-like things on the platform and no one pays attention.

Netflix and MUH-TAY-ZIK | HOF-FER set out to create Instagram content that users actually want to see; content born from artistic photography.

Our idea: take photos of iconic TV and film locations from across the continent.

 

First, we needed help. We posted a notice:

“Wanted: “Grammaster” to travel the continent and post for Netflix.” We culled through 70,000+ Instagram applications and selected three Grammasters. We created a cross-country itinerary and sent them on their way, but not without company. We also assembled a documentary crew to film the photographers’ journeys. And to see how fans react when they visit the locations of their favorite films.

NETFLIX FilmedHere Grammasters Arielle

NETFLIX FilmedHere Grammasters Friday Night Lights

NETFLIX FilmedHere Grammasters Gossip Girl

NETFLIX FilmedHere Grammasters Walking Dead

  • In the end we created over 50 Instagram posts.
  • A :30 spot.
  • A video about the Grammasters.
  • The “Grammaster” project is now in the process of being applied to different countries around the world.


On Being an Advertising Agency in San Francisco

Non sequitur

by Dean Casalena

We’re the San Francisco Bay Area. We’re where your technology comes from. We built you the Internet and smartphones, and we radically redefined how people communicate with one another and with brands. Other people helped, probably, but who’s to say?

It’s still the Wild West out here—or, it was the Wild West, and then it was the Dead West, but now it’s definitely wild again. San Francisco is booming with new companies with big ideas (and new companies with dumb ideas). These companies continually challenge the status quo, and leverage new technology to create and distribute products like never before. Technology is a sector that pervades every other sector. Movie studios that develop new software to create stunning effects are technology companies. Transport companies that build apps to connect drivers and drivees at the touch of a button, are technology companies. Music streaming and discovery services are technology companies. Businesses that leverage technology and endeavor to be on the cutting edge flock to San Francisco, where investors give out funding like candy to a baby. Also part of the ecosystem are companies that exist simply to serve the technological needs of the others, and these fuel the boom by continually removing business start up hurdles.

MUH-TAY-ZIK | HOF-FER is here in the middle of it, working with tech wielding– and tech creating companies, large and small. Companies trying to get bought by Google, and companies that… are Google. We love San Francisco, and we think it’s the best place for an advertising agency to thrive, and provide immense value to the surrounding surging market of innovators, as well as the globe. While its true we pay more on rent than Jay Z pays for champagne, we put together a list of some great things about running an agency in San Francisco

1. Startups have no brand recognition

What an exciting challenge – to introduce to the world companies that have created products more advanced than anything seen before. There are a great deal of businesses out here that have tons of brand recognition, and they’re interesting for their own reasons of course. But the blank slate (and venture-backed budgets) can allow for some exceptional out-of-the-box creativity—no legacy red tape to worry about. Young companies are also willing to take big risks.

silicon-valley-hbo

2. Big companies compete with startups

Big companies in the bay area move fast—they have to—because their competition does, too. We suggest crazy (genius) creative ideas with aggressive deadlines, and sometime we see a row of green lights. Hats off to you, companies who don’t rest on their laurels.

3. Value-oriented culture

Tech millionaires wear hoodies here, or they work from the ski slopes of Lake Tahoe—and we let them, because they’re making money by providing real value—not by jumping through business jargon hoops, but by building products that save consumers and businesses a lot of money. Conversely, you can’t survive as an agency here if you’re not also value oriented. Results-driven. The stakes are high but they’re very motivating.

4. Location perks

Alongside the culture of ambition, there is one that is a desire to squeeze every drop of life out of err… life. The Bay Area provides a means of balancing that hard work, with hard play. Aside from the bay itself, which provides a wealth of natural beauty and activity, there are the redwoods for amazing camping and hiking, Lake Tahoe just a short drive away for boating and winter sports, and even Yosemite as a day-trip-able experience. For the work-hard play-hard individual, this is heaven.

5. Rejecters of the status quo

We feel right at home with this philosophy. We in the advertising industry have been doing it for generations. With creativity and fresh outlook at the core of our business, it’s no wonder we’re so happy to be surrounded by a subculture and business climate of independent thought.

6. Access to Social

We invented social media here, you know. Those filter names on Instagram—we live on those streets. Our hipsters thought they were cool before your hipsters thought they were. Our friends don’t do their own laundry because they work at Facebook. Snapchat and KiK dropped by to give us demonstrations of their soon-to-be release features. People exchange twitter handles in bars. Social may not be forever, and its landscape changes so dramatically, so frequently, but it gets peddled to our kids before it is to yours, so we have a hot minute longer to figure it out and learn to use it to connect people with the brands they love. Social media gave birth to two-way brand engagement; “organic” opt-in advertising. We’re at the forefront, and we’ll keep you posted about what’s next.

In conclusion, maybe you could just re-read my introduction. Please contribute to this article by fighting with each other and me in the comments section below.



Cheers to Zoosk and the Lovebirds on the East Coast

A few things are trending this week, the #blizzardof2015 that may or may not have happened and finding a date before Valentine’s Day. Bustle, an entertainment and lifestyle site, combines both trending topics in an article that features our client Zoosk. Turns out that those bundling up for the epic storm have a better chance at snagging a date than those in bikini weather. Zoosk’s data shows that your chances of “Falling in like” are more probable in inclement weather. It looks like our friends in the Northeast will be closer to finding a honey than the rest of us. Click to view the full article on Bustle!

foggy golden gate Courtney Lovell, Account Supervisor