‘Heartwarming The World’ Is Hershey’s Birthday Gift To Its Founder

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Hershey’s is celebrating the 161st birthday of its founder with a digital campaign called “Heartwarming the World.” In addition to sending its own employees to share candy, the confectioner shared four stories about how Hershey’s chocolate is being used to bring people together.

September 13 is the 161st anniversary of the birth of Milton Hershey, founder of the famous chocolate brand. The company holds an annual tradition of sending its employees out of the office and into the neighborhoods to hand out free chocolate bars. This year, the brand is expanding its message of giving beyond its home in Pennsylvania with a series of videos about individuals making a difference—with the help of chocolate, of course.

Using the hashtag #HeartwarmingTheWorld, Hershey’s will officially launch its campaign alongside a program called the “Heartwarming Project,” an initiative to help kids and families build meaningful social connections.

The first story in the campaign is that of Bob Williams, a 93-year-old man that has greeted his neighbors with a Hershey’s XL Milk Chocolate bar for the past two decades. Williams is estimated to have gifted nearly 6,000 bars over the years, whether he’s standing in line or walking down the street. He has gained a reputation in this community of Long Grove, Iowa as “the candy guy” and stocks his refrigerator full of the bars so he’s always prepared.

The story of best friends Mustafa Hussain and Ahmad Atieh is about two students in New Brunswick, NJ that hand out chocolate bars to fellow students at the beginning of the new semester. Each bar of chocolate comes with a note that says “Smile” and a hand-written message like “You’re Amazing!”

Hershey’s also brought attention to the student council at Big Spring High School, who committed themselves to random acts of kindness and passed out Hershey’s Kisses during finals last semester.

In another story that has yet to receive an accompanying video, Police officers in Brooklyn Park, MN shared Hershey’s Milk Chocolate Bars with their community with the idea of paying it forward.

Each of the stories was unprompted by Hershey’s, but news of them spread to the legacy brand, which decided to include them in the new campaign.

“When we discovered these stories, we were reminded of what Milton Hershey knew long ago—that we could bring people closer together through the simple gift of our chocolate,” said Chuck Raup, vice president/general manager chocolate at The Hershey Company in a statement.

Sephoria House Of Beauty Pop-Up Is Sephora’s Experiential Chess Move

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In October, Sephora will debut an experiential pop-up called Sephoria House of Beauty—14 themed rooms filled with products, demos and masterclasses by celebrity makeup artists.

Sephoria House of Beauty taps into the FOMO of experiential with the thrill of meeting online influencers and encourages purchases by teaching guests how to use them.

Located at the Majestic in downtown Los Angeles, Sephoria House of Beauty features 60 brand partners including Giorgio Armani, Smashbox and Urban Decay. The activation is divided into four sessions across October 20 and 21, each with a different group of masterclass speakers and celebrity guests. Three ticket levels ranging from $99-$449 grant VIP perks like advanced access and more swag.

Each of the room experiences features a theme such as fragrances, glitter or lips—each with interactive elements, shopping and plenty of photo ops. In the Custom-Palette Room, for example, guests can mix and match eyeshadows to create their own palette. Hanging out in The Kitchen will let visitors sample products inspired by food while snacking on Sugarfina treats. Guests can find a cocktail bar inside The Fragrance Room, each inspired by fragrances from brand partners.

Sephora is marketing its products and brand partners with a combination of education and experience. Everything about the Sephoria House of Beauty is packaged and marketed as something exciting—sessions are called Day or Night Parties, tickets are called Keys and guests are promised they “won’t leave with FOMO.”

Guests are also enticed with the potential to hang out and learn from celebrity stylists, with one area—The Living Room—dedicated to “mingling with influencers and special guests” like Chrissy Teigen or Kandee Johnson.

Instagram culture and the age of the selfie have allowed the beauty industry to become a $433 billion industry. Beauty, especially, benefits from its photogenic nature—inspiring tutorials, augmented reality makeovers and active communities on social media.

Most Teens See Social Media As Positive, But Distracting, Study Says

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Most teenagers feel that social media has a positive impact on their emotions, according to a survey by non-profit group Common Sense Media. While respondents are more likely to feel good while browsing a social feed, teens admitted that they are often distracted, suspecting tech companies of manipulating them into using devices more often.

Common Sense Media, a group focused on media and technology and their impact on children, surveyed 1,143 US consumers between the ages of 13-17. Participants were given two options per question, such as less/more or agree/disagree.

Teenagers are less interested in talking face-to-face than they were five years ago, the study found, and they are more likely to text than communicate through social media. When they do, Snapchat is the platform of choice, followed by Instagram.

A quarter of respondents indicated that using social media makes them feel less lonely, compared to only three percent who said the opposite. The study found that teenagers with a higher “social-emotional well-being” were less likely to be negatively impacted by what goes on in the social feed, whereas those already prone to sad feelings had these fears validated.

For example, respondents with a low sense of emotional well-being were more likely to feel left out or excluded (70 percent) or feel bad about themselves if no one comments or likes a post (43 percent). This same group of users experienced more cyberbullying, as well—35 percent compared to just five percent of those deemed to have high social-emotional well-being. The study did not indicate whether this bullying caused feelings of low emotional well-being online in the first place.

Respondents admitted that social media distracts them from their duties such as homework and one in five admitted to texting while driving. Tech companies might be to blame, according to these teenagers, however. Seventy-two percent believe that tech companies manipulate their users into spending more time with devices.

Social media has been under constant scrutiny over the past year, with negative headlines calling out everything from creepy data practices to election interference. Parents may become concerned with their teenager’s obsession with social media, which prompted Instagram to publish a guide for understanding and talking about its platform.

According to the survey, parents have good reason to be alarmed—54 percent agreed with the statement, “If parents knew what actually happens on social media, they’d be a lot more worried about it.”

PopSugar, Kohl’s Debut Millennial-Focused Clothing Collection

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Lifestyle media publisher PopSugar is launching a line of clothing at Kohl’s, expanding its brand portfolio and helping the retailer understand its millennial audience.

The PopSugar at Kohl’s Collection debuts on Kohl’s website and in 500 physical stores on September 13 with a variety of “essentials” like tops, jackets and dresses that can be mixed and matched. The collection was designed and curated by PopSugar based on an understanding of its audience. PopSugar says its fashion line combines trends, media and an agile merchandising model that will use data and analytics to incorporate millennial customer intelligence.

PopSugar has been promoting the new clothes on its lifestyle website with articles and photo collections that highlight versatility and size options ahead of launch. Continuing promotion will include style tips and editor recommendations. Although PopSugar hasn’t mentioned its subscription box alongside its new clothing collection, there is always the possibility of cross-over.

The brand, which focuses on millennial women, is offering Kohl’s data that will allow for more targeted marketing campaigns during a time of growth for the company. PopsSugar’s TrendRank program scours the internet every 30 minutes to identify topics and stories trending worldwide.

“We see an opportunity to draw more millennial customers and young families to Kohl’s,” Greg Revelle, Kohl’s senior executive vice president and chief marketing officer said in a statement. “Partnering with PopSugar allows us to connect with millennials in a credible, authentic and meaningful way.”

Kohl’s saw an increase in sales for the second quarter, attributing its 3.1 percent growth to men’s and women’s apparel. The retailer has adopted a strategy to increase its millennial-focused offering through relevant brands. The PopSugar at Kohl’s Collection is the latest addition to its millennial-focused inventory that includes LC Lauren Conrad, a:glow Maternity, Circus by Sam Edelman, Nike, Adidas, Converse, Levi’s and others.

Heineken Touts New Beer With NatGeo Documentary About Yeast Discovery

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Heineken and National Geographic produced a mini-documentary called Wild Lager that tells the story of a recently-discovered wild yeast and how it came to be used in beer.

The three-minute documentary features biologist Diego Libkind, who discovered H41 yeast. Together with Heineken’s global master brewer, Willem van Waesberghe, Libkind retraces his steps in Patagonia, sharing the discovery and discussing what it means for beer drinkers.

Wild Lager was filmed in partnership with National Geographic (NatGeo) and is hosted on the magazine’s website as sponsored content. An accompanying article details the discovery of H41 in 2010 when Libkind was collecting wild yeasts in the woods. His scientific discovery, hidden inside an edible fungus called Cyttaria, turned out to be a significant one for the beer industry.

H41 is now being used in Heineken’s Limited Edition Wild Lager Series, available only in New York City. In addition to the branded documentary, a campaign for the Wild Lager Series beer includes social, digital and edited versions of the National Geographic article, tailored to each platform and target audience.

Heineken’s digital initiative is part of the brand’s shift from TV advertising to Google and Facebook. Wild Lager follows a trend of brands—particularly those selling alcohol—to focus on more complex storytelling in 2018. These branded films often attract A-list talent, as well.

A 2016 joint study by OneSpot and Marketing Insider Group found that 40 percent of consumers say branded content is at its best when it educates or informs them. While Heineken’s documentary was designed to educate (and inspire consumers to try its new beer), other alcohol-branded content this year tries to evoke emotions.

Hennessy, for example, enlisted the help of director Ridley Scott to create a visual “Odyssey” about the cognac’s taste notes. Earlier this year, Italian aperitif brand Campari released a short film called The Legend of Red Hand starring Zoe Saldana (Guardians of the Galaxy) and Adriano Giannini (Ocean’s Twelve). La Vida Nuestra, starring Peter Dinklage (Game of Thrones) is a branded film by Estrella Damm that shares a man’s story of letting go of the past.

Famous for its print magazines, National Geographic hasn’t shied away from a digital strategy. In December 2017, it was the most-followed brand on Instagram and creates different versions of content depending on who will be viewing it. Advertising is now sold for print, digital or a combination of both, and National Geographics‘s partnership with Heineken illustrates one strategy of telling stories alongside brands.

Beer is a popular advertising partner for the publisher. Coors partnered with NatGeo for a series called “My Next,” following two explorers as they make their way across the Costa Rican rainforest and inside an Iceland volcano.

Spotify Measures Ad Impact With Expanded Nielsen Integration

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Spotify is offering more advertising insights by expanding its partnership with Nielsen. The integration of Nielsen Brand Effect captures exposure to audio, video and display ad formats across the app, giving marketers more data with which to make campaign decisions.

Brands advertising on Spotify now have access to Nielsen Brand Effect in addition to Nielsen Ad Ratings. The extended partnership grants Spotify marketers tools that measure the effectiveness of a campaign by tracking exposure to audio, video and display formats heard or seen across desktop, mobile and connected devices.

Spotify’s integration of Nielsen Brand Effect is now available in the US, Germany, Canada, Mexico UK, Spain, France, Netherlands Japan and Australia.

“As our advertising platform matures, we’ve set out to prove that Spotify is so much more than the cool kid on the block—it’s a valuable platform that delivers major impact for brand advertisers,” said Brian Benedik, global head of advertising at Spotify in a statement. “With Nielsen’s industry-leading measurement tools in our arsenal, we’re able to prove just how big that impact is.”

The streaming music app reported 23 percent YoY growth in ad-supported users during Q2, totaling 101 million. Spotify is building a two-sided marketplace to provides tools and services for labels and artists to focus on promotion and marketing.

Music streaming has become a $5.6 billion industry, and adding Nielsen Brand Effect to its offerings allows Spotify to continue its growth through what it calls “data storytelling.”

“The thing I think a lot about is how to get the most out of the data,” Danielle Lee, global head of partner solutions at Spotify told AList in a previous interview. “Big data is just that but if you can extract the insights that are going to resonate with different communities, [those] insights are going to allow us to tell stories that haven’t been told before.”

MWC Americas: GSMA Explains The Challenges Of Rebranding And Marketing In LA

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Written by H.B. Duran

Interested in checking out MWC Americas in Los Angeles Sept. 12-14? Email us (editorial@alistdaily.com) and you might just get a ticket. First come, first served.

Mobile World Congress Americas has taken the place of the formerly named Super Mobility, but this year’s attendees can expect more than just a name change. In partnership with GSMA and CTIA, Mobile World Congress Americas comes to Los Angeles with its sights set on a new crowd. Unlike its Barcelona counterpart, Mobile World Congress Americas is more focused on B2B than the latest phone models. In addition, moving the event to L.A. has created a hub for entertainment giants to learn and share insights with one another.

Rebranding and renaming the event has been a challenge but GSMA has coordinated with the local Chamber of Commerce, the Los Angeles Mayor’s office and local institutions like UCLA to help spread the word about Mobile World Congress Americas.

“We’re lucky because we’re a global organization with a brand reputation of being non-profit,” said Reed Peterson, senior vice president of GSMA and head of Mobile World Congress Americas. “That helps in terms of marketing and promotion. For us, it’s all about being a force for good. That level of support and branding and recognition across the globe is a great foundation for building this event.”

Peterson said it was this attitude that has helped GSMA market the rebranded event and attracts participants. In fact, Mobile World Congress Americas was born out of this mission, as GSMA realized there was a need for a larger mobile-centric event in the region.

Last year, the event drew approximately 21,000 attendees to San Francisco, compared to over 100,000 in Barcelona. It may be a smaller event in terms of attendance, but GSMA sees tremendous potential for Mobile World Congress Americas—especially once they bring the event to Los Angeles.

“A lot of people recognize L.A. as a media capital of the world but may not understand it’s also a leader in technology and engineering,” explained Peterson. “The fusion of innovation and the entertainment industry makes for a perfect hotbed to build this event. Mobile World Congress Americas has an emphasis on content, media and entertainment driven out of L.A. and West Coast innovation.”

Despite its name, Mobile World Congress Americas is still very much a global event, Peterson explained, with over 1,000 exhibitors representing nearly 20 countries worldwide. Unlike its Shanghai and Barcelona counterparts, however, this event will focus on B2B innovation.

Mobile plays a significant role in advertising, which makes Mobile World Congress Americas a prime location for a meeting of the minds. The CMO and Digital Marketing Conference takes place on September 13 and will feature speakers from tech giants like Google, Facebook and Sprint as well as automotive, journalism and hospitality. Four panels covering topics such as ecommerce and personalization will take a hands-on look at how brands are integrating mobile into their advertising strategies. Some of the CMOs speaking at the conference include Boingo’s Dawn Callahan, iHeartMedia’s Gayle Troberman and the LA Rams’ Ronalee Zarate-Bayani.

“The media industry is converging with mobile—you see that with a lot of acquisitions and mergers,” said Peterson. “The biggest challenge that we have in this industry is working well in that convergence. Working well so that everyone benefits.”

Mobile World Congress Americas will take place September 12-14, 2018 at the Los Angeles Convention Center in Los Angeles. In addition to mobile service providers and hardware manufacturers, exhibitors at the event will represent a wide range of markets from entertainment to automotive. For more information on the Mobile World Congress Americas exhibition, click here.

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About the GSMA
The GSMA represents the interests of mobile operators worldwide, uniting nearly 800 operators with more than 300 companies in the broader mobile ecosystem, including handset and device makers, software companies, equipment providers and internet companies, as well as organizations in adjacent industry sectors. The GSMA also produces industry-leading events such as Mobile World Congress, Mobile World Congress Shanghai, Mobile World Congress Americas and the Mobile 360 Series of conferences.

For more information, please visit the GSMA corporate website. Follow the GSMA on Twitter: @GSMA.

About CTIA
CTIA represents the U.S. wireless communications industry and the companies throughout the mobile ecosystem that enable Americans to lead a 21st century connected life. The association’s members include wireless carriers, device manufacturers, suppliers as well as apps and content companies. CTIA vigorously advocates at all levels of government for policies that foster continued wireless innovation and investment. The association also coordinates the industry’s voluntary best practices, hosts educational events that promote the wireless industry and co-produces the industry’s leading wireless tradeshow. CTIA was founded in 1984 and is based in Washington, D.C.

Hennessy Likens Taste Notes To ‘Odyssey’ In Ridley Scott Branded Film

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Sir Ridley Scott (Alien, Blade Runner) has returned to his advertising roots, partnering with Hennessy to direct a branded film about the cognac’s seven “taste-scapes.”

The branded film is designed to illustrate the “Worlds of Greatness” connoisseurs will experience while drinking Hennessy X.O. Scott’s film will be divided into seven commercials, each tying into a different tasting note—Sweet Notes, Rising Heat, Spicy Edge, Flowing Flame, Chocolate Lull, Wood Crunches and Infinite Echo.

“Luxury appeal is about emotion, it’s about building a dream,” Thomas Moradpour, global chief marketing officer for Hennessy said in a statement.

Scott’s visual interpretations of Hennessy X.O tasting notes will be adapted into seven 3D ads that will debut this Fall. Each 3D ad will feature a symbolic tunnel that leads consumers to an ad for the completed film, which debuts in 2019 as part of a global campaign. Hennessy says the campaign will offer “tactile, hyper-graphic and poetic visuals that hover between reality and the mythical.”

Joking that feature films were getting on his nerves and he missed advertising work, Scott said he was inspired by Hennessy’s original script, scribbling ideas and drawing storyboards. He explained that although he hadn’t specifically planned to return to advertising, the director always remained open to something “special.” Scott’s Worlds of Greatness film will take on a surreal aspect, visually leading audiences through an “odyssey” of sensory ideas.

“The result [of this film] is not simply advertising, it’s entertainment,” explained Scott of his first ad in 15 years. “I think advertising has realized after 30 years that it must shift back to entertainment and stop treating their consumers like demographics.”

Hennessy is experiencing a boon among American consumers. The cognac brand reached $1.6 billion in retail sales in 2017 to become the largest spirit brand by value in the US.

For several years, Hennessy has used visual interpretations to describe its products. In June, the brand partnered with urban artist Alexandre Farto, aka “Vhils” to design its 2018 Very Special Limited Edition bottle. The campaign included art installations in a number of cities including New York and Chicago, created to represent “making the invisible visible.”

Amazon’s Rumored Ad-Supported Streaming Service Would Be Competitive In India

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Originally published at VideoInk.

Yesterday reports surfaced that Amazon is busy developing a new ad-supported streaming service that it will package in its Fire Stick streaming devices, according to a report from The Information. Rumors of an Amazon-branded AVOD service have been floating around since 2014, but the company has always denied the claims. While Amazon has yet to confirm or deny this most recent report, a free ad-supported service would strengthen the company’s push not only in the US but in India as well—a country that not even Netflix has been able to successfully infiltrate.

Amazon already has a presence in India, but it’s a small one. The company has only been able to attract around 11 million subscribers in the nation. While this number puts it ahead of Netflix, which has just five million subs, it places it far behind Hotstar, the leading service in the country with more than 75 million subs. Hotstar’s growth has been driven by a mix of two things: its library of locally grown content and its hybrid pricing model. The streamer offers consumers a free version of its service as well as a subscription plan if they choose to upgrade, though most don’t. Only two or three percent of Hotstar subscribers actually pay for the service, according to a report from the global industry analysis firm Counterpoint.

So far, Amazon and Netflix have been reluctant to ditch their current pricing models in the country, which has hindered their growth. In 2013, the median annual income in the country was $616, according to Gallup. To spend a chunk of that yearly income on entertainment that can be found elsewhere (and for free) is something that most aren’t willing to do. Take Netflix for example. According to Counterpoint, approximately six percent of subscribers in India pay for the service and the rest (94 percent) take advantage of the ‘free first-month’ trial through multiple credit and debit cards.

But now with Amazon reportedly in the process of launching an AVOD service, the company has an opportunity to more effectively convert the 1.3 billion people living in India to loyal customers—if it decides to take the service there.

However, according to sources that spoke to The Information, the free service, which is dubbed Free Dive, will only be available for free to owners of Amason’s line of streaming hardware (Fire TV, Rire Sticks, etc). This could be an issue in India where a majority of consumers stream content from their mobile phones. However, just as Roku has made its AVOD service available outside of its own streaming devices, Amazon could choose to do the same.

Virgin Holidays Campaign Goes Experiential With Giant Ball Pit

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Virgin Holidays is erecting a giant ball pit in London this week to embody its new campaign slogan, “The World is Your Playground.” The Thames River installation continues Virgin Holidays’ ongoing strategy of experiential marketing to inspire travel.

Summer may be coming to an end, but Virgin Holidays wants to keep travel at top of mind for consumers. A ball pit installation will debut September 13 and 14 at Observation Point, overlooking the Thames River. Hidden in the pit are four golden balls that will grant its finder a free vacation to Las Vegas, Barbados, Universal Orlando or Antigua.

Located at Observation Point, Southbank, SE1 9LT, the installation will be filled with over 140,000 balls, making it the largest outdoor ball pit in the UK.

“Holidays are an experience, not a product, so we frequently use experiential marketing to bring how you feel on a holiday to life,” Kelly Grindle, PR lead at Virgin Holidays told AList. “We want to stimulate a sense of adventure and inspire you to explore new places.”

Grindle explained that the brand’s ongoing experiential marketing extends to its retail locations. For example, those who visit the Virgin Holidays brick-and-mortar locations can ride a virtual reality roller coaster, hang out at a bar or recline in a Virgin Atlantic first class seat.

The ball pit activation was designed to create buzz ahead of Virgin Holidays’ new campaign, airing on ITV during The X Factor September 15. Visitors to the ball pit will be encouraged to take selfies and share the experience on social media. Grindle said they chose the location for its amazing views and its “exceptionally high” foot traffic.

Virgin Holidays reported a 1.5 percent increase in passenger numbers YoY to 397,000 in 2017 and a pre-tax profit of £15.5 million ($20.2 million). The brand has taken a special interest in experiential marketing, as evidenced by the hire of Amber Kirby in March. Appointed as vice president of marketing and customer experience, the former Boots and Procter and Gamble executive said that she would also focus on improving loyalty initiatives and Virgin Holidays’ digital experience.

Global travel industry bookings reached $1.6 trillion in 2017, making it one of the largest and fastest growing sectors in the world, according to Deloitte.