Sunnier Side of the Office – September 23, 2019

"My grandmother was in line to be shot into a pit. She said, ‘What happens if I step out of line?’ He said, ‘I don’t have the heart to shoot you, but somebody will,’ and she stepped out of line. For that, I am here and my children are here. So step out of line, ladies. Step out of line!”

- Alex Borstein, talking about her grandmother, a Holocaust survivor, during her acceptance speech for The Marvelous Mrs. Maisel at last night's Emmys

Upping The Ante On Brand Experiences
By: Ben Thomas 

If you’re reading this edition of Sunnier Side, it’s safe to assume you work in marketing. And as someone that works in marketing, it’s also safe to assume you know that people don’t just want brands anymore, they want brand experiences. 

As more brands are move into the experiences space, the bar is continuously being raised. People want something more authentic, immersive, and infinitely cooler than your run-of-the-mill brand activation. Take Ikea, who created an immersive theater experience driven by sound to promote their new Sonos collaboration.

Or new brick-and-mortar retail spaces designed to deepen consumers connection with a brand by blending service, art and storytelling. Stores where the sale is secondary to the “journey” people go on.

And for experiences that people can’t attend, live streaming has become the next best thing. Take Rihanna’s Savage x Fenty launch this week, a show which blended “fashion, music, and culture” streamed exclusively through Amazon.

Brands Are The Ones Who Really Stormed Area 51
By: Natalie Chaney

This past Friday, the 2M people who signed up to raid a US Air Force facility weren’t the only ones occupying Area 51. Brands have been joining in on this cultural phenomenon since the satirical Facebook group first went viral, with Budlight even going so far as to host an Area 51 Celebration music festival. Though the millions who RSVP’d may not have gotten what they were looking for, the brands that capitalized on this absurd moment certainly did.

Even Tesla, who generally stays out of major cultural moments (like Super Bowl or Holiday), tweeted that “anyone riding a UFO out of Area 51 today can recharge at our nearby Supercharger in Beatty. One day only.” If ever there was a moment for Tesla to join, this was it; Area 51 already has 500K+ tweets and rising. By being more selective about the moments they comment on, Tesla’s tweet could be more impactful than if they jumped on every trend. Only time - and analytics - will tell.

Twitter Tests Hiding Replies
By: Jessica Bedussi 

Twitter is no stranger to backlash. Over the years, the platform has been questioned for its practices and lack of action when it comes to trolls and harassment. As recent as this weekend, actress Angelica Ross left the platform after being inundated with hateful messages.

The platform’s most recent attempt at taking action is with a new feature being tested in Canada, the US, and Japan which allows users to hide replies on their owned content.

This feature has been on other platforms like Facebook and Instagram for quite some time, but has never been available on Twitter. With this option, users and brands will be able to hide comments from trolls and maintain a comment section free of hate speech and violence. 

While this feels like a step in the right direction, it puts the labor on the victims who must still read the vitriol and manually hide these comments. Twitter still has a long way to go to combat the daily harassment many users face.

According to a McKinsey Report, consumption for Gen Z (born between 1995-2015) is a means of self-expression as opposed, for example, to buying or wearing brands to fit in. They are willing to pay a premium for products that highlight their individuality. 
Copyright © 2019 M/H VCCP, All rights reserved.

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