A&E's "Live PD" now has more than 245,000 Twitter followers, and each week's live episodes inspire over 100,000 interactions with the show's Twitter account, says A&E's Elaine Bryant. The uncertainty of what will happen during the live show "makes it really ripe for social conversation," Bryant says.
Maria Alegre explores how the mobile industry is tackling ad fraud, including a concerted effort by ad platforms to implement tools to help with the detection and reporting of fraud, plus increased transparency. Marketers can also protect themselves by looking for inventory that's compliant with the IAB's ads.txt tool and by being prepared to invest in quality, she writes.
Millennials are a fast-growing consumer segment and Chris Cavanaugh shares ways marketers can get the demographic excited about brands. Use social media to connect cross-channel, make experiences exciting enough to share and ensure that content is attention-grabbing and memorable, Cavanaugh writes.
As the new CEO of Liverpool FC, Peter Moore believes the real power behind the football club's viral clip "This Means More" lies in the engagement of the team with fans. In addition to a platform being developed exclusively for Liverpool supporters, Moore says he values time spent on Twitter, as talking to fans directly is one of the best ways to show he cares.
The promotion of season two of the HBO hit "Westworld" includes puzzles, codes, images and secondary websites to keep fans looking for show clues. This approach enables fans to choose their own level of engagement with the show, as fans unlock new layers to the campaign and these are shared socially, Bryan Bishop writes.
Building on the success of its #cheesedreams campaign, cheese brand Pilgrim's Choice is turning fans' submissions into animated shorts. David Billing, chief creative officer at Above+Beyond, said the lighthearted approach has been effective because it uses "stories generated by real people's subconsciouses, not the pens of creatives."
YouTube channel Bad Lip Reading has posted a video that has been viewed more than 7.8 million times already and includes clips of the royal wedding accompanied by voice overlays meant to be bad attempts at lip reading. Included is Prince Harry offering Meghan Markle a "golden unicycle" and Prince William noting that he and Harry are "puppets" with no free will.
Pabst Blue Ribbon has partnered with Vice to create two videos meant to highlight what the "American Dream" means to the culturally diverse millennial generation, with the first video released ahead of Memorial Day weekend. The two video documentaries will allow young people to share the American Dream's continuing strength, says Pabst.
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