‘Game Of Thrones’ Activations Keep Fans Engaged Until Season 8

Game of Thrones Season 7 may be over, but the show’s hype won’t simmer anytime soon. HBO and its partners have been hard at work creating immersive experiences to keep fans enthralled until Game of Thrones‘ eighth and final season premieres next year.

On Tuesday, HBO and series composer Ramin Djawadi took to Facebook Live to announce a Game of Thrones Live Concert Experience in 2018. Last year, Djawadi took the show across Canada and the United States and performed songs from the first six seasons leading up to Season 7.

Now, with new music in tow, the composer is kicking off a world tour in May that features special sets, projected imagery and a live orchestra with choir.

Those longing to return to the show’s gritty realms of Westeros and Essos will be able to do the next best thing on October 28—visit their props and recreated locations in a touring museum exhibit. Game of Thrones: The Touring Exhibit will make its debut at the Musea Marítim in Barcelona, Spain with future locations to be announced at a later date.

The exhibit features a 10,000-square-foot interactive space filled with props and costumes, all displayed within their respective, recreated realms from the show. Of course, the centerpiece is the iconic Throne Room, where visitors can gaze longingly at the foreboding Westeros seat of power.

HBO chose Barcelona as the first stop on its exhibition journey for two reasons—to promote the newly released HBO España streaming service and to celebrate a partnership with Spain, which has hosted many of the show’s filming locations.

Ireland is another filming location for the show and it, too, is celebrating its association with the hit program. Tourism Ireland has created a giant 252-foot-long medieval-style tapestry that covers the story of the show from its beginning to the latest episode of Season 7.

Artists and weavers painstakingly recreated key moments from each episode, which were hand-woven into the finished product. The Game of Thrones tapestry is currently on display at the Ulster Museum in Belfast, Ireland.

An upcoming mobile MMO strategy game called Game of Thrones: Conquest will challenge players to lead their own house, navigate the political landscape of Westeros and make alliances or battle rivals in pursuit of the Iron Throne. The game will feature key characters from the show and their likenesses, including Daenerys, Jon Snow and Tyrion.

One thing Game of Thrones fans love to do is associate themselves with one of the great houses, each of which is constantly battling for supremacy. To emulate Westeros’ modus operandi of “rise, fall, power and reign,” HBO recruited urban streetwear designers to create unique, show-inspired pieces for the fans.

Dubbed “Rep The Realm,” a new piece was introduced each week during Season 7, beginning with tote bags and tee shirts by Carrots.

Additional pieces include a varsity jacket by Billionaire Boys Club (limited to only six), gold sneakers by Koio Collective that pay tribute to Jamie Lannister and his golden hand, skateboard decks by Visual and more.

Of course, the best cure for the “in-between-seasons-blues” is to immerse oneself in the show. While fans wait for Season 7 on Blu-ray and DVD this winter, HBO released a special behind-the-scenes series called The Game Revealed.

The seven-part series takes a deeper look at the making of Season 7 with interviews from cast and crew alongside behind-the-scenes footage. HBO has also been releasing storyboards and set photos across its social channels to show how certain scenes came together.

Game of Thrones fans are constantly hungry for new ways to engage with the show, and they particularly love any type of video content that provides deeper context and insights directly from the creative team that works so hard to put the show together,” HBO’s director of digital content Tanner Stransky said in a press release. “Season 7 was packed with huge battles, shocking twists, and highly anticipated encounters between fan-favorite characters. By releasing The Game Revealed post-season, we hope to give fans an outlet to dive deeper into the big moments of Season 7 now that it’s reached its dramatic climax, keeping them engaged with the series and giving them a chance to see how all of the pieces were put into place to deliver such a thrilling season-long arc.”

Fans can get a sneak peek at the 45-hour bonus disc included with Game of Thrones: The Complete Seventh Season DVD/Blu-ray with an animated history of the seven kingdoms.

ESL: “Mobile Will Absolutely Be A Big Part Of The Future Of Esports”

Once the awkward kid brother of competitive platforms like console and PC, mobile is building a reputation for itself in the esports circuit. Following the inaugural Mobile Masters New York event in June, Amazon is taking the show on the road to Las Vegas in October. Mobile Masters Las Vegas (MMLV) will take place on October 14-15 at the Millennial Esports Arena at Neonopolis.

Organized by Amazon in partnership with ESL and Esports Productions, the invitational tournament pits professional esports players against each other in popular mobile games for a share of an $80,000 prize pool.

“The growth of competitive gaming has been very exciting and we at ESL have had the privilege to be at the forefront of the rise of esports,” Sean Charles, senior vice president of publisher and developer relations at ESL, told AListDaily. “I think mobile gaming will absolutely be a big part of the future of competitive gaming. As more complex and strategy-intensive titles enter the mobile platform that fully exploit the ever-improving mobile device hardware and graphic engines, mobile games will continue to attract an increasing number of both casual and hardcore gamers.”

Mobile Masters Las Vegas will include pro teams Team SoloMid, Fnatic, SK Gaming, Echo Fox, Imperials, Immortals, ACE and more. They will be competing in mobile titles Vainglory, Critical Ops, Power Rangers: Legacy Wars and World of Tanks Blitz.

Mobile esports streams look much like any other—young competitors in matching jerseys sit in a row, each wearing headphones and a look of determination. They may be holding smartphones and tablets, but the competition is fierce and the pressure is on.

“While there are many similarities on the production side, mobile brings many nuances that distinguish the genre from console or PC competition,” said Charles. “Mobile gamers can play seated or standing in any position they feel comfortable in, and many times prefer to play on their own devices.”

Charles added that mobile brings a level of accessibility that builds community among the crowd, itself.

“An amazing and unique aspect of mobile gaming is that since everyone has a mobile device in their pockets, every event essentially becomes a LAN (local area network) party where fans of the game can meet new players and play together,” he said.

MMLV is free to attend and the Millennial Esports Arena holds 500 people, so the event should draw a crowd both in person and through livestreams. Fans may be slightly different than those at “traditional” game competitions, however.

“We’ve noticed that mobile esports have similar demographic trends as console or PC crowds, but tend to skew toward the younger crowd,” said Charles. “It’s very common to see a strong presence of high school or university students as well as parents in the audience.”

Random attendees at the event will be chosen to receive prizes, but Charles said it’s all about the experience, itself.

“The best esports tournaments are a celebration of community where fans, players, artists and personalities around the world all come together and partake in an incredible experience.”

Target, Pinterest Partner On Visual Search Technology At #AWNewYork

A picture is worth a thousand searches, according to Target and Pinterest in a joint keynote at Advertising Week today, where they unveiled their partnership on a powerful piece of visual search technology.

Pinterest’s image discovery platform, called Lens, has been available since February, but their partnership with Target will allow users to act more quickly on their impulses.

“Snap a picture of something that inspires you, and get a curated list of everything at Target.com that matches,” explained Rick Gomez, executive vice president and chief marketing officer at Target.

The technology, which is based on Pinterest’s Taste Graph categorization platform, uses computer vision to assign attributes to photographed products and displays products with matching or similar features.

Gomez stated that the partnership will allow Target to reach consumers even earlier in the purchase funnel, citing that 97 percent of product queries on Pinterest lack any mention of a brand.

Tim Kendall, Pinterest’s president, lamented the recent hardships of physical retailers, claiming that the growth of e-commerce has diminished the fun of the shopping experience. Beyond just bringing back the magic of discovery, Kendall asserted that Lens-based visual search tools will only grow in importance.

“Humans process visuals 60,000 times faster than text,” he said. “Visual input and visual output . . . it’s the future.”

When asked about further plans for the partnership, Kendall said he’d like Pinterest’s platform to influence Target’s product development based on trends among its users.

Also in attendance at the keynote: the real Bullseye and a host of plush doppelgangers.

“With change comes opportunity,” Gomez said. “How do we shorten the distance between inspiration and purchase?”

Brands Discuss Losing Control Over Their Image

In a star-studded sequel to their Uncomfortable Conversation panel in March, The Marketing Society gave four marketing executives from some of the world’s largest brands a platform to share what in today’s marketplace is giving them pause.


Jason Chebib, vice president of consumer planning for Diageo, opened the discussion by confessing to feeling “intuitive repulsion” when he hears marketers talk about the power of digital. “Something isn’t right. Digital isn’t building brands,” he said.

In a five-minute speech, Chebib accused the industry of tunnel vision and pointed out that highly personalized ads remove the powerful motivating force of social pressure.

“The problems arose from marketers looking to digital to make up for the shortcomings of TV,” he added, before being cut off by The Marketing Society’s strict five-minute time limit for opening remarks.

Angela Ceccarelli, vice president of marketing at HSBC, picked up the same thread about the all-encompassing spread of online marketing: “Digital is not itself a channel anymore. It’s our day to day,” she said.

Ceccarelli also addressed the limitations of information gathering. “We sit on reams of data that should help us build intimacy, but that breeds unfamiliarity,” she said. “We don’t know [consumers] as well as we think we know them.”

Samsung’s vice president of marketing excellence, Michelle Froah, also commented on the subject, stating that data is useless without insight. “Sometimes I think we wouldn’t know a true insight until a herd of elephants stampedes us,” she said, referring to The Marketing Society’s “elephant in the room” theme for the talk. “It’s a chief marketing scientist that we need.”

“An insight stops being an insight once you reveal it. It just becomes the truth,” Chebib pointed out.


IBM’s chief marketing officer for North America, Rashmy Chatterjee, talked about her concerns over the position of CMO in the future, claiming that marketers have steadily held less control over their own brand images—a trend she expects to continue down the line.

As marketing strategies become more complicated, it becomes much easier for them to fail. “IT’s the weakest link that defines the outcome,” Chatterjee said. “What’s the point of great campaigns if you can’t guarantee user experience?”

Chatterjee emphasized the importance of advocates for maintaining brand equity, a viewpoint echoed by Michelle Froah. “Our loyalists were able to accept our setbacks as long as their loyalty was recognized,” she said.

According to Ceccarelli, loyalists should be the ones telling brands’ stories. “We don’t need to be directors,” she pointed out. “Our challenge today is not so much storytelling, but ‘story doing.'”

Brands Are Recruiting Video Game Characters As Spokespeople

Throughout the decades, brands have recruited famous stars to promote their products, but not all celebrities are flesh and blood. Little Orphan Annie promoted Ovaltine in the 1930s, and Snoopy sells MetLife dental insurance to this day. Even Minnie Mouse teamed up with fashion designer Monse for the New York Fashion Show this year, proving that the cartoon fashionista has “still got it.”

Fictional characters can be just as effective as spokespeople for a brand as their real-life counterparts—if not more so. Especially when reaching a young demographic.

Now that video games are close to becoming a $1 billion industry, brands are finding that certain game characters have just as much star power as traditional celebrities. This realization has led to a trend in signing video game stars to represent products worldwide, from beverages to fashion and everything in between. Fictional characters are amiable coworkers: they don’t go against a brand’s message, demand more money or post drunken tweets.

Coca-Cola: Alex Hunter

Coca-Cola recently announced that it has signed FIFA‘s Alex Hunter as its very first fictional character for a sports endorsement deal. Created for FIFA 17‘s Journey Mode, Hunter was endorsed by Adidas in the game but is now helping to sell Coke Zero inside and outside of FIFA 18.

In FIFA 18’s Journey Mode, players go behind the scenes of the endorsement deal as well as shooting a commercial. The virtual TV spot re-imagines a classic Coca-Cola commercial from 1979 in which a young fan offers “Mean” Joe Greene a Coke, which lifts his spirits.

“We created that experience inside the actual FIFA Journey Mode and instead of giving him his jersey, he takes a selfie with the kid,” Dave Madden, SVP of global brand solutions at EA said on a panel at the New York Media Festival on Tuesday, noting that the TV spot is being shared on Coca-Cola’s social channels. “It just takes the experience of FIFA and brings that to other stages—not just in the video game.”

Coke is offering cans printed with Hunter’s image on them at 7-Eleven and Walmart stores in North America—each with a download code to unlock additional in-game content.

J-Gel: Guile

Video games are full of colorful and unusual characters, and that includes Guile—a Street Fighter character with a rather unusual hairstyle. The fighter is now an official spokesman for J-Gel in Japan, complete with an interview and photo shoot.

Guile says that J-Gel keeps his distinctive ‘do in place even while performing his signature move, the somersault kick.

“The disturbed hairstyle leads to disorder of the heart,” says Guile. “It’s not cool,”

Louis Vuitton: Lightning

Last year, Louis Vuitton cast Lightning, a recurring character in the Final Fantasy game series, as its spokesmodel for the Spring-Summer 2016 “Series 4” collection. Lightning appeared in a number of magazine ads and videos posing with the collection of women’s clothing and accessories. Square Enix, publisher of the Final Fantasy series, wrote that the partnership was not just a celebration of Lightning as a character, but also of the “global, heroic woman.”

“This collaboration is not just a promotion of a game, and it is a great honor that the character herself received an offer from a world famous brand,” said Tetsuya Nomura, Lightning’s character designer, in a press release. “As a result of this collaboration, this has infused new breath into the character.”

TechX Showcases AR, VR And AdTech To Watch At #AWNewYork

Technology Experience, a.k.a. TechX, is new to Advertising Week this year. The gallery experience, presented by VentureFuel and Experiential Advertising Group, is located at the heart of Times Square and showcases some of the biggest technological innovations that advertisers and marketers should be keeping an eye on, including virtual and augmented reality, artificial intelligence and holograms.

Allie Feinstein, director of innovation and brand strategy at VentureFuel.

VNTANA is showing a life-sized hologram projector at the event, and with it, attendees can interact with characters, sports celebrities or speak to someone via a livestream as though they were in the room. The potential for this kind of location-based technology becomes even more apparent when seen alongside innovations in artificial intelligence that respond to people’s verbal responses, or seemingly straightforward technologies, like targeted speakers that can cut through environmental noise so that users can clearly hear content even when in a crowd, or amid noisy traffic at a bus stop.

“Categories such as VR, AR, MR and AI are rapidly growing,” Allie Feinstein, director of innovation and brand strategy at VentureFuel, told AListDaily. “Advertising is becoming more personalized, allowing advertisers to truly connect one-to-one. Whether that be through an immersive, engaging augmented reality experience, as illustrated by companies like Guru or 8i, or with AI, companies like Throtle and IRIS.TV, that leverage data to better understand the consumer and connect with them in a relevant manner.”

Video game developer DreamSail was at the TechX showcase to demonstrate Iota, its upcoming mechanized robot game where players blast giant bots, drones and destroy buildings in VR. The developer was also showing a greenscreen cube, where users could place themselves into virtual worlds for livestreams and other content—essentially combining virtual and augmented reality.

Feinstein thinks mass adoption for AR may be coming soon, especially with Apple, Google, and Facebook backing it.

“We’re already used to throwing up rainbows or donning puppy dog ears [on social media],” she said. “ARKit, ARCore and AR Studio will only further open up the window of opportunity to develop more content, which promises to engage consumers and, in turn, brands.”

But even with AR seemingly on the rise, VR still has a prominent standing among brands, especially in the movie industry. The only question is whether they should develop experiences for pricey premium headsets such as the Oculus Rift and HTC Vive, or focus on the accessibility of mobile devices like the Samsung Gear VR.

“It depends on the strategy,” said Feinstein, who explained VR experiences can be powerful and meaningful in an event setting and mobile VR—broadly including 360 video—lends itself to more reach. “With consumer adoption of VR headsets being slower than expected, brands are more hesitant to invest in content creation for experiences that require a headset, however, it really depends on the story they are trying to tell. The bigger opportunity at the moment will likely be mobile AR.”

On that topic, mobile AR experiences that placed users next to exotic animals such as tigers for videos and photos can be seen at TechX alongside the VNTANA hologram projector, which begs comparison. Although the hologram projector is impressive, with users able to throw virtual tennis balls for athletes like Roger Federer to hit, it is limited to location-based experiences. Similar to VR, marketers may have to balance between the impact of a physical event and the accessibility of a digital campaign.

TechX visitor in VR.
A TechX visitor immerses themselves in VR. Via AdWeek.

“It’s interesting that we’ve seen growth of digital in tandem with physical experience,” said Feinstein. “Experience is the currency of the younger generation, but if it isn’t shared, it’s like it didn’t happen. So, I don’t think it’s about digital vs. physical, but instead technology evolving the entire consumer journey and brands embracing these trends to stay relevant.”

Although Iota was the only actual video game at TechX, it’s hard to overlook how technology is increasingly blurring the line between marketing and games. Feinstein shared her thoughts on the defining line by stating that it all comes back to relevance.

“There has to be a relevant connection between the experience and what the brand is trying to say,” she explained. “Say you’re playing a mech game from DreamSail, as giant robot walking through the city. You may spot a Coca-Cola billboard on the street as you might in real life and maybe there’s a gamification element where Coke fuels your robot. It’s all about story, context and relevance.”

Feinstein also said that word-of-mouth is the best form of advertising because it’s relevant and authentic. “When your friend recommends a product, you don’t consider it advertising. In the same way, advertising as content is powerful when it’s relevant and authentic,” said Feinstein.

All the technologies shown at TechX are evolving and iterating on a daily basis, Feinstein said.

“Brands need to stay on top of all of the different ways they can create experiences, make their messaging more personalized and be more efficient,” said Feinstein. “It can be overwhelming, which is why VentureFuel is dedicated to custom technology solutions for brands and agencies.”

August Digital Game Sales Hit $7.9B; ‘Hearthstone’ Has Best Month Ever

The worldwide digital games market rose 11 percent year-over-year in August to $7.9 billion, according to SuperData Research’s monthly report. Console and mobile grew 11 percent and 13 percent, respectively. For the year, digital game sales are dominated by mobile titles for a total of $46.3 billion so far, followed by free-to-play MMOs.

At 28 percent, free-to-play MMOs continued to experience the most growth in terms of genre last month, driven by more publishers and developers adopting the popular business model. The genre has earned over $4.3 billion to date, compared to $4.2 billion at the same time last year.

The number one games across PC, console and mobile remained unchanged from July with League of LegendsGrand Theft Auto V and Honour of Kings reigning supreme.

Playerunknown Is Now Widely Known

Despite still being in Steam Early Access, Playerunknown’s Battlegrounds (PUBG) continues to dominate PC digital game sales worldwide. PUBG is the number one premium PC game for the third month in a row, bringing total life-to-date sales close to nine million units through August. Overall, PUBG rose one spot from number six in July to number five in August 2017 for PC revenue.

“Streaming was a big part of the initial success of Playerunknown’s Battlegrounds (PUBG),” Carter Rogers, senior analyst at SuperData Research told AListDaily. “Bluehole likely did not have a substantial advertising budget at launch but did have word of mouth. PUBG stands apart from most online shooters because a large amount of downtime gives streamers plenty of time to chat and interact with fans.”

Mad For Madden

Madden NFL 18 sold over 220,000 digital units at launch, an increase over last year’s launch month for its predecessor. As with Madden NFL 17, this year’s popular football game debuted at number five on the console charts. SuperData estimates modest additional content growth on the back of new in-game DLC packs available this year.

‘Free’ Pays Big

Despite the name, free-to-play is driving digital game revenue in the US market. The optional microtransaction business model is proving effective for publishers, especially in the MMO genre. Fantasy Westward Journey Online II, for example, continues to hold its number two spot on the charts in terms of revenue.

Revenue earned from digital free-to-play games in August was more than enough to offset the decline in pay-to-play categories. Premium PC declined in the month of August at 10 percent year-over-year, despite the breakout success of Playerunknown’s Battlegrounds. To be fair, August 2016 was a hard act to follow for PC digital game sales—last year saw the No Man’s Sky release, World of Warcraft: Legion expansion and Overwatch’s first event and new map.

Hearthstone’s All-Time High

Thanks to its well-received expansion, Knights of the Frozen Throne, Blizzard’s Hearthstone: Heroes of Warcraft experienced its best month ever—15 percent higher revenue than its previous peak month, which was April of this year.

Back-to-back updates for Overwatch on PC has resulted in a surge of monthly active users for Blizzard as well. The return of the “Summer Games” event recorded its highest MAU yet, SuperData reports.


Advertising Week: Tencent Explains How To Market To China

The Chinese consumer is a western marketer’s dream—young, wealthy, tech-savvy and fantastically brand loyal.

Chinese Internet conglomerate Tencent hosted a three-hour presentation at Advertising Week today on how to reach them, giving interested attendees a battery of information about the average Chinese traveler. Here are the highlights:

In China

  • China will have 200 million upper-middle class and affluent households by 2030.
  • Consumer spending has grown—and will continue to grow—by 10 percent annually, reaching $6.2 trillion by 2021.
  • Among the 18-35 age group, discretionary spending will grow from $700 billion in 2011 to $2.6 trillion in 2021.
  • A total of 7.6 million households bought luxury goods last year, spending $75 billion overall and an average of $11,000 per household.

When advertising to the Chinese market, the presenters urged localizing content and acknowledging Chinese culture, but warned against overdoing it. Chinese consumers’ main reason for purchasing luxury products is their attachment to globally well-known brands.

To reach this rapidly growing, luxury-hungry market, Tencent recommended focusing on mobile, citing much higher saturation rates for mobile than Internet. As  Tencent has a monopoly over Internet and mobile in the country, the conglomerate offered itself as the best partner to send messages to the Chinese luxury consumer.

Luxury products isn’t the only market where China is taking the lead. Just this year, the country accounted for 57 percent of esports consumption as well.

In the United States

  • Three million million Chinese travelers come to the US annually, and will spend $34.7 billion per year.
  • Vacationers spend an average of $12,000 per trip, of which they spend $6,000 on shopping alone.
  • The average income for the Chinese vacationer is $75,000 per year.
  • Independent tourism is the new mode: 65 percent of Chinese vacationers travel outside of tour groups, and the number is expected to grow to 76 percent by 2021.
  • Among travelers to the US, 61 percent stated that shopping was the most important criterion for selecting a destination.

Beyond individual figures, Benny Ho, senior director at Tencent, gave a few key insights on how to drive sales among Chinese shoppers.

Ho urged the assembled audience to rethink the purchase funnel in this case, explaining that Chinese consumers plan out their shopping itineraries long before they reach America. “They’re here to buy, not to shop,” he said.

Citing these statistics, Ho emphasized the need to send brand messaging to Chinese vacationers before they depart to the United States in order to make it into their limited consideration sets at all—again pointing to Tencent as the means to this end.

The conglomerate has recently unveiled plans to expand into the US market.

Glossier Generates $33K Of Earned Media Value In One Week

Beauty brand Glossier created a body-positive campaign to promote its new “Body Hero” products. Its combined digital efforts garnered an impressive amount of Earned Media Value in just one week.

The campaign features five models from different walks of life and different body types, all posing in the nude. Body Hero is modeled by plus-sized model Paloma Elsesser, a very pregnant Swin Cash (retired basketball player and Olympic Gold medalist), Trialspark clinical research coordinator and influencer Mekdes Mersha, LPA clothing brand creative director Lara Pia Arrobio and Tyler Haney, founder of sportswear brand Outdoor Voices.

According to the campaign’s PR language, Body Hero is an oil-based body wash and lotion combo that “immediately perfects and enhances the look of skin, tightens and smooths skin’s surface, increases skin’s elasticity and melts in for all-day hydration.”

Glossier has already created a cult-like following for its beauty products thanks to an active social media presence largely because of its charismatic founder, former model and Vogue fashion assistant Emily Weiss. Now loyal and new consumers alike are praising the campaign for its body-positive messaging.

Elsesser wrote that she cried three times before the shoot because of insecurity, but kept telling herself that the photos would allow her to “be of service.”

“I did this to show that being fat isn’t a burden. Being fat isn’t ugly or shameful. To prove to one person that it isn’t brave to be fat, but bountiful,” Elsesser wrote on Instagram. “And for that young girl looking on Instagram, or walking down Spring St., that she is fucking perfect despite the precarious and irresponsible versions of beauty we are urged to digest.”

BODY HERO @nytimes Sunday Styles page 7 🗞 Get yours today, tag @glossier #bodyhero

A post shared by Glossier (@glossier) on

Elsesser made waves last summer when she modeled sports bras for Nike—a tastefully low-key acknowledgment that curvy women work out, too.

Model and “self-care advocate” Iskra Lawrence has taken to social media to show her support for the Body Hero message, as well.

We calculated the earned media value from posts about Glossier and Body Hero from when the campaign began on September 13 to September 22.

“Earned media” is the value of engagements a brand receives across channels as a result of their marketing efforts. To help quantify what the value of those engagements is worth, the Ayzenberg Group established the Ayzenberg Earned Media Value Index (AEMVI) and assigned a quantifiable dollar amount for marketing gains a brand receives from a campaign or individual engagement that includes social media networks and similar digital properties. (Editor’s note: AListDaily is the publishing arm of Ayzenberg Group. To read the updated AEMVI report reflecting the rapid changes in social, click here.)

Since the Body Hero campaign launched on September 13, the hashtag #Glossier has been used 3,536 times across Facebook, Twitter and Instagram. The hashtag #BodyHero has been mentioned 741 times and there were 378 mentions of the two hashtags together. Together with other engagements across these platforms, the total EMV is calculated at $33,439.49.

The top driver for this engagement was the Body Hero announcement on Instagram, which has received nearly 39,000 likes to date. Instagram continues to be a strong engagement platform for beauty brands, who can easily “show, not tell” with the help of influencers.

Body Hero—glowy dewy skin for the rest of you. Upgrade your shower at Glossier.com

A post shared by Glossier (@glossier) on

Learn everything you need to know about turning insights into data at AList Sessions, a new invite-only event series for marketers, on October 26 in Los Angeles.

Go to sessions.alistdaily.com for more info.

CMO Council: The Search For Brand Safety Is Frustrating Marketers

In a digital age where programmatic advertising is the norm and consumers are one ad away from a boycott, marketers are feeling the heat to secure brand safety.

The CMO Council has released a new report, “Brand Protection from Digital Content Infection,” that examines a loss of trust among marketers and the digital advertising space.

When the world’s largest advertising platforms—Google and Facebook—are in the news issuing refunds or fixing embarrassing algorithms, 50 percent of marketers are now analyzing contracts and setting their own guidelines.

“There is a ton of frustration out there right now,” Liz Miller, SVP of marketing for The CMO Council told AListDaily. “I think marketers are just tired of compromising with the customer experience because that’s how they’re defining advertising now.”

Miller recalled a time some 25 years ago when marketers and publishers had detailed conversations about where ads would be placed and how many people would see it. She likened the dawn of programmatic ad spend as a new frontier where marketers had to learn as they go.

“When we started in the Wild West of programmatic and digital, we allowed the platforms and the systems [to] define our customer experiences. Now in the age of the customer where the customer is actively defining where their journey starts and stops and which path it will take, we as marketers can’t afford to allow the platforms to define where it sits in the [customer] journey—we have to define that.”

Of the marketers engaged in programmatic advertising buying, 52 percent are focused on risk and reputation management across ads placed on social media sites. Seventy-two percent of CMOs are facing pressure from their bosses to secure brand trust, the report found, especially when it comes to where ads are appearing.

While 78 percent of respondents say the top negative impact of bad digital ad placement is that it hurts brand reputation, 67 percent believe that adjacency has undermined brand qualities and values. Half say that it has impacted brand affinity.

Surprisingly, only 34 percent of respondents are worried that a negative ad will alienate core consumers. When The CMO Council surveyed consumers, however, 88 percent said that they would think differently about a brand or would stop doing business with it after a negative brand association.

“Negative” is completely objective, however—aside from some obviously offending topics, defining what constitutes a safe brand association will be up to the marketer.

When it came to ensuring that advertising was in a safe place on the web, the CMO Council study found that 67 percent of marketers believe that it is the agency and the buyer’s responsibility to keep their brands safe.”

Fifty-percent of marketers hold the digital ad networks and 49 percent hold digital media channels themselves responsible for securing brand safety and adjacency, The CMO Council found.

“It’s really going to put a lot of added pressure on the agency to ask those hard questions both from the publisher of the network, but also the marketer,” said Miller. “I think we all know in this dynamic that sometimes we marketers—when we go to the agency—don’t give the full strategy. We’re not giving them the guidelines or overlying strategy. We’re not answering the questions of who we want to be associated with and who we [don’t].

“I think what you’re seeing is more and more questions being asked and frankly, more pressure being put on the agencies. So my prediction would be that the agencies are going to have a really rough year.”