Influencers Power Album Sales of NOW THAT’S MUSIC Vol. 52; Debuts at #2 on Billboard Music Charts

MICRO-VIDEO CONTENT FROM PERSONALITIES ACROSS VINE PROMOTES
LATEST U.S. VOLUME IN WORLD’S BEST-SELLING MULTI-ARTIST ALBUM SERIES

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REDWOOD CITY, CA – December 15, 2014 – FullBottle and NOW That’s What I Call Music! recently partnered to promote the 52nd numbered volume in the U.S. series of the storied NOW franchise. NOW That’s What I Call Music! Vol. 52 debuted at #2 on the Billboard 200 and #3 on the Billboard Digital Albums music charts, selling more than 103,000 copies and exceeding first-week sales of the previous numbered NOW release. For its second week of release, NOW 52 continued to hold the #2 position on the Billboard 200.

The innovative campaign has ushered in a new strategy for NOW, working with influencers across Vine to promote NOW 52’s release. Reaching younger consumers across a fragmented media landscape is a challenge facing many of today’s marketers. Using FullBottle’s proprietary technology that scientifically matches advertisers with influencers, NOW was able to energize more than 9.4 million music fans with musically themed content.

More than 20 influencers created videos, ranging from six to 15 seconds in length, that were posted to the new “NOW That’s Music” Vine account. Influencers subsequently broadcasted the content to their loyal audiences, raising awareness of NOW 52’s release and driving more than 1,400 fans to follow the official “NOW That’s Music” Vine account.

This campaign marks the first time that NOW has teamed up with Viners to spread the message. Usage of Vine has exploded since its launch in January 2013. Every month, more than 100 million people watch Vines across the web and there are more than one billion loops every day.

Reed Berglund, FullBottle CEO & Co-Founder and Laura Rutherford, Vice President, Marketing and Operations for NOW That’s What I Call Music! made the announcement jointly today.

“As a passionate fan of music, I couldn’t have been more excited to see this campaign come to life. NOW needed to reach young adults that are fans of pop music. We were able to discover and activate the perfect set of influencers who delivered both the scale and authentic content that captivated a large audience. NOW effectively leveraged the content across their social platforms creating a 360-degree approach that contributed to NOW 52’s success. We were thrilled to collaborate on this program and we look forward to a lasting partnership,” stated Berglund.

“Consumers under the age of 25 continue to migrate away from traditional media and older social media hubs. To effectively promote NOW releases, we must reach this audience on new platforms in the most authentic manner possible. FullBottle is an ideal partner to help to amplify NOW’s message to millions of young adults. With one company, we’ve been able to produce, distribute and track the performance of authentic branded video creations,” said Rutherford.

About FullBottle
FullBottle enables brands to find exactly the right influencers to create high performing social video campaigns.

Our technology uses machine learning algorithms to sift through vast amounts of social content to match just the right influencers and audiences to a particular campaign. Built by a team of data scientists, with a proven track record launching world-class vertical search and recommendation engines, the heart of our technology is a search application that discovers what topics are being discussed and why they’re relevant to a particular campaign.

Advertisers benefit by activating only the most qualified influencers based on data science; resulting in audience engagement metrics that outperform industry benchmarks.

Our clients include distinguished global brands such as Kraft, McDonald’s, Warner Bros., Kellogg’s, Lego, Macy’s, Hasbro, Nintendo and many more.

FullBottle is headquartered in the San Francisco Bay Area with offices in Miami, Santa Monica, New York, and Chicago.

About NOW That’s What I Call Music!

The world’s best-selling, multi-artist album series, NOW That’s What I Call Music! debuted in the U.S. in 1998, following 15 years of multi-platinum international success. The series has generated sales exceeding 250 million albums worldwide, including more than 94 million in the U.S. alone. Second only to The Beatles in chart history, 18 of NOW’s numbered editions have hit No. 1 on the Billboard 200 albums chart, and all 52 volumes released to date in NOW’s numeric U.S. series have reached Billboard’s Top 10.

The NOW That’s What I Call Music! series is a joint venture from Universal Music Group and Sony Music Entertainment. NOW and NOW That’s What I Call Music! are registered trademarks of Universal Music Group and its affiliates.

Creators to promote Paddington release

From StreamDaily.tv on DECEMBER 3, 2014

Om Nom and Paddington — BFFs?

The characters from Cut the Rope puzzle video game and Weinstein Company film will see their worlds merge in an ad campaign that’s rolling out ahead of the U.S. release of Paddington. As part of the digital promo, influencer-produced videos will appear on Vine and Instagram to drive downloads of the mobile app and support the release of the film.cuttheropepaddington-394x222

The deal with the viners was arranged by FullBottle, a San Francisco-based media company that pairs brands with online creators. The viners participating in the project are Brittlestar, Daniel Ojanlatva and Andrew David who are creating one video each.

“Some are artistic, others are comedic sketches,” says Eric Wachs, VP of marketing at FullBottle.

Some videos, like this one from animator Ojanlatva, show Paddington the bear joining Om Nom in the holiday version of the Cut the Rope app, launching Dec. 5. Others will play on the themes of the film, like a father showing the mischief his song gets him into when he’s hanging out with Paddington, Wachs explains.

The overarching theme of friendship helped FullBottle with its search for the right influencer partners, whom the team find by using an algorithm that sifts through tags, keywords and audience comments to find the right partners for brands.

“The influencers will be promoting not just the app to drive downloads, but also they’ll be creating short micro-videos to promote the film itself. It’s a duel-pronged approach,” says Wachs.

This is the first time a sponsored character makes an appearance in ZeptoLab’s Cut the Rope game. The film, which has already debuted in the U.K., comes out in January in the U.S.

 

 

Micro Video Promoting an Anti-Bullying Message

06.09.2014 by Eric Wachs
Micro Video to Promote Anti-Bullying Message
To help stop the cycle of bullying, FullBottle worked with personalities across Vine to produce micro video content that encourages young audiences to speak up when they witness or experience bullying.

The campaign, which was part of Cartoon Network’s annual anti-bullying awareness efforts, features :06 second Vine videos that appear on select Vine accounts and will be distributed across FullBottle’s network, which reaches over 150 million people.

“Our goal with ‘Stop Bullying: Speak Up’ is to reach as many kids, parents, educators and community leaders as possible with messages that encourage them to speak up whenever bullying occurs,” said Tracy Barash, VP of brand development at Cartoon Network, in a release. “Working with FullBottle on this new series of Vine videos is another creative extension of that overall effort.”

“Micro-video is an effective way for advertisers to spur action from their target audience. We’re excited that this partnership will promote a positive message that is delivered in the most authentic manner to kids wherever and whenever they are consuming content,” said Reed Berglund, co-founder and CEO of FullBottle, in a release. “When approached by Cartoon Network, we found the perfect set of creators from the world of Vine to record videos for this campaign. Cartoon Network was a great partner in that each Viner was free to produce content that would resonate with their specific audience.”

Read about this exciting campaign by clicking the links below.

Tubefilter: FullBottle, Cartoon Network, Viners Promote Anti-Bullying Campaign
VideoInk: FullBottle and Cartoon Network Tap Vine Creators for Anti-Bullying Campaign
Stream Daily: Viners hired for Cartoon Network’s anti-bullying campaign

For additional articles relating to Vine Videos and Micro Content, click here.

Will Lack of Data Slow the Success of Micro Video Marketing?

11.06.2014 by Eric Wachs

In my last post, I mentioned the Data Little Secret behind social media and asked if the lack of consistent metrics and the inability to track views will be deterrents that keep brands from investing in Micro Video Marketing on Vine or Instagram.

The short answer is no but there are currently good, bad and ugly sides to Micro Video metrics. As you will read in this piece, while there is just enough data available for advertisers to spend on these marketing campaigns, there is room for significant improvement.

Il Buono, Il Malo, Il Cattivo

Micro Video Metrics are a lot like an old Spaghetti Western.

Let’s start with the ugly and the bad.

1. Measuring reach: TV has Nielsen. Radio has Arbitron. Standard Desktop has a myriad of choices. While the methodologies of these systems have changed over the years (from diaries to people meters to time-shifted viewing), there are “relatively” agreed upon systems for measuring audience size.

In the world of social media and even more so mobile advertising, one consistent methodology to measure audience size has yet to be established.  Speak with five different companies and you will hear 10 different approaches.

That’s an ugly reality that is frustrating for marketers!!

If that’s ugly, what’s bad?

2. Tracking Views: Quite simply, current API’s and publicly available data do not report the actual number of times a post was viewed on Vine or Instagram.

Interestingly, when you post a piece of content to your Facebook timeline, you have no idea how many times it was viewed by your friends. But did you know that if you are in a private group and post content there, Facebook shows the number of views? I realized this when a picture was posted to the North American QPR Fan page just after our club were promoted to the Premier League and a few of us at the local pub did a bit of celebrating. Right there in the corner of the post was a metric tracking views.

Facebook Tracking Views in a Private Group Post

Facebook tracks the number of times a post is viewed, but only in private groups.

I would love to see this on Vine or Instagram.  As would advertisers.  But do the social networks themselves want this information readily available is the real question.

Now for the “good”.

3. Engagement or Validation Metrics (Shares, Likes and Comments): In the world of micro video marketing, where tracking views and actual reach isn’t possible, advertisers can and must rely on validation metrics.  I prefer validation over engagement for two reasons. First – does a “like” equal engagement? A share? A comment?  Debatable at best. Secondly – what is the motivation for individuals posting content on social media? Is it engagement?  Or is it validation by their audience?

Regardless, a decent collection of validation metrics is published in AdWeek’s Video Watch section. They list 10 brands that are using Instagram Video and analyze how often the audience validates each post. While far from a perfect metric, engagement or validation rate (interactions/followers) is a baseline to help understand the success of micro video content posted to Instagram.

Red Bull’s post (3.1% rate) was an excellent example of using 15 seconds of video as an appetizer for their main course of fun-filled footage from their Who is JOB 4.0 series (looks like a blast!). And I can already hear my wife asking me about Michael Kors (2.7%) after their 15 second story about packing for a vacation.

Micro Video Marketing from Red Bull and Michael Kors

Adweek’s Video Watch section

So while there is a data little secret behind social media metrics, Micro Video marketing can effectively introduce audiences to all different types of content. Metrics will improve as technology improves and more companies dedicate engineering resources to solve this challenge.

In next week’s post we will remain focused on validation metrics by analyzing content posted by social media “stars” as well as advertisers and see what types of trends we can identify.

Until then, enjoy that Red Bull content and let us know what you think about Micro Video marketing. You can tweet us @FullBottleGroup.