CM: Go LIVE | Pokemon GO | Native Advertising

Welcome back! :)

Are you ready for the next 'IN' thing?

If YES, look out for Top Content Marketing Trends in July:

1. LIVE Content

What's Up:

LIVE streaming is a recent hit among social media consumers. Most of us love watching videos, especially the most relevant and up-to-date ones. LIVE gives us the RAW-est footage and makes us feel as we were in the moment! In fact, people spend 3x longer watching a LIVE video compared to a video that's not LIVE.

Real Time:

Unlike Snapchat or Youtube videos which are pre-recorded, LIVE streaming app allows one to connect or engage with audience in real-time. It is a one-time video, which once end is gone, creating a true urgency for viewers. LIVE videos are also imperfect by nature, making it extra personable and engaging than other videos.

Opportunities:

Tech Companies: Tiny startups and Internet giants alike are making money selling complementary virtual gifts - flowers, cars, toys - to fans keen to reward their favorite LIVE streamers.

Streamers: Top streamers can earn hundreds to thousands of dollars a month, from revenue generated from admirers' virtual gifts simply by chatting, sharing their life or showing off their talents to the world.

Social Media Influencers: More youtubers like TheJianHaoTan, TheDeeKosh, and Wengie have jumped on the bandwagon of LIVE streaming on BIGO LIVE and Kastr to interact with their fans on the spot i.e. update them with latest news or hold focus groups through real-time polling that is efficient and more genuine.

Brands: Marketers are also getting in on LIVE videos to engage with their brand's fans and followers. Most found success by capitalizing on entertainment such as celebrities, movies, fashion shows, gameplay, sports events, educational tutorials and other cultural zeitgeist as content to go LIVE. These content offers value and are often used for the purpose of new product launch, marketing promotion, sneak peaks or teasers to entice viewers to pay attention, count down and tune in LIVE!

News Media: Next, LIVE streaming is embraced by journalists looking to provide viewers the newest footage of what's going on. News is inherently LIVE, so being able to cover on-demand LIVE events such as GE2015, Lee Kuan Yew's and President Nathan's passing is important. The public can view the LIVE telecast of the election poll or state funeral and eulogy even when they are not physically there. Not everyone likes to read, and going LIVE can compete for viewers' time.


2. Pokemon GO

What's Up:

Pokemon GO is an augmented reality mobile game app from Japan's Nintendo's Co, where players embark on a real-life quest to catch virtual and fictional Pokemon via smartphones around the globe. Pokemon GO appeals to millennials in the 1980-90s who grows up with this, igniting more than 100 million downloads.

Outdoor:

Unlike other games where you can sit, laze, and play indoor, Pokemon GO prompts you to get up, get out, and explore outside! It uses GPS location tracking for trainers to locate and hunt down Pokemon in the real world with friends, check in at historical monuments disguised as PokeStops, and making new connections in neighborhood with other Poketrainers.

Opportunities:

F&B L'inizio Pizza Bar seen sales jumped 75% after paying lures to draw Pokemon to their store over the weekend. Maxwell Bar & Grill too seen a 400% jump in sales of their inspired Squirtle milkshake topped with Pokeball-shaped donut. Down N' Out, a burger restaurant, also sold out limited series of Pokeburgs - in Pikachu, Bulbasaur and Charmander flavors - to the crowd! 

Restaurant Review Site Yelp, which connect people to local businesses creates a brand new filter especially for Pokemon GO players to help them catch 'em all. This prompts more downloads of the browsing app, enabling players to search for places around them that are secretly a PokeStop within the Yelpers community, where they can grab a sandwich, while stocking up on Poke items.

Funzing, a Community Marketplace where the best local experiences, events and activities to do are discovered and share, came about the idea of the job Pokemon Master after a number of users asked for quirky and quality Pokemon GO experiences. Fans can book a spot with Lim where she will train them on a daily basis, teach them secrets and tips through lure parties, walks and raves.

Video Game Retailer, Micromania smell a profit too. Sales of Pokemon merchandises like Pikachus are flying off the shelves. The chain has brought in mugs, baseball caps and a slew of cuddly toys to mark the 20th anniversary of the cult Japanese franchise and profit from the surge of new fans from Pokemon GO.

Transport: A taxi firm is offering flat-price journeys that take punters past at least 50 Pokestops to load up on Pokeballs, while specialised hunting tours have sprung up everywhere, including this Pokemon GO Egg Hatching Service and PokeWalk where busy players are charge to have their phones walked for them.

Tourism: In Japan, the game is a potential boost for tourism- especially in the northeast, desperate for visitors after the massive earthquake - where authorities place Pokestops and Gyms in a way that guides tourists to neglected sites. YourSingapore also taps on Pokemon GO to encourage people to discover Singapore's landmarks and attractions while they're out catching 'em all. 

Insurance Provider AIA also tapped into the game's popularity. It started its AIA Vitality GO! Challenge where participants go for a walk along a 5km route filled with Pokemon characters. Objective is to get people to be more active and enjoy the experience with family & friends to strengthen their relationships in a fun way. 

Bookstore: Even as players try to catch virtual monsters in real-life locations, Times hopes to direct especially children aged 3 to 12 - to its first edutainment event, Happy Sparks @ Expo, featuring mathematics and singing competitions.

Internet Service Providers: ViewQwest and MyRepublic also ride on the Pokemon GO sensation to boost awareness of their retail outlets by planting lures there and increasing foot traffic to their shops by e.g. providing FREE WiFi.

Shopping Mall: ION Orchard and CapitaLand turned into a Pokemon hot spot as it released hundreds of lures to attract crowd at their venue in partnership with stores to offer rewards to Pokemon GO players via social media contest. Players can upload a snapshot of a Pokemon capture at their locations to the mall's Facebook / Instagram with the hashtag and location-tag to win shopping vouchers.

Autism: Pokemon GO has caused a breakthrough with autism sufferers, as Victoria Derbyshire programme finds out. Pokemon GO brings children with autism out of their shell to explore outside and interact with other children and community.

Content Marketing: Many companies upload screenshots of Pokemon in their cafe on social media as content. Check out these advertisements with reference to Pokemon GO: F&B -> Bubba Lab; Law -> Singapore Police Force; ComicBook NOW! -> THE SIMPSONS Planning a Pokemon GO Episode; Social Message -> Kids in Syria holding Pokemon signs saying "I'm in _______ Come save me!

Promotion: Pokemon GO allow some fashion retailers to tie in with promotion offer. In this case, Claire's POKE-Party entice visitors to earn discount by catching 2 Pokemon in their store & snap a picture to get 10% off! For 20% off, they must post a picture of their Pokedex & tag @yumaclaires5611. For 30% off, customers must do BOTH & hashtag #ClaireslovesPokemon!

Advertising as PokeStops, many locations like National Gallery SG whom are fortunate to be one are attracting new customers a.k.a gamers wishing to grab new Pokeballs to increase their level of power within the app. So far, McDonald is the only one that struck up a sponsorship deal to convert 3,000 of outlets in Japan into PokeStops and Gyms, increasing sales and brand exposure.

3. Native Advertising

What's Up:

Native advertising is a type of disguised advertising online, that matches the platform, in this case, video content in which it appears. It is renting someone else's content distribution platform and indirectly promoting a product or service in an informative, useful, and interesting way that is highly targeted.

Seamless:

Native ads does not disrupt user experience as it is delivered in a style that does not impede the user's normal behavior in that particular channel and skip it. The brand content is sponsored to look as similar as possible to the website format to engage users more, go viral and share more compared to a display ad. 

Opportunities:

Game Show: CPF Board team up with influencers on a game show 'Are You Cleverer than a Typical Singaporean' where they are test on their financial literacy and IQ knowledge in a bid to engage media consumption habits of younger CPF members age 18-29 years old. Since the launch of the web series, CPF board has doubled its YouTube subscriber community along with positive feedback on the educational content covered in an entertaining manner in the episodes.

Haul: A.K.A shopping spree video, it shows items or clothing that are recently purchased, including product details and price. Haul videos generally report positive reviews of the product that haulers buy, thus it appeals to beauty, fashion and lifestyle brands sponsoring cosmetics, accessories and grooming essentials.

Vlog: It talks with, not to people. Vlog stands from a first person narrative in the form of blog via video. As vlogging takes place outside, it is particularly attractive to local and overseas tourism, where people travelling can record or shoot the different cultural locations, including famed retail shops, food cafes and events!

Guerrilla Marketing (Street): Street Marketing is unconventional and out-of-the-box. It mainly targets young people aged 15-30 years old for the campaign due to its association with the culture of the street. Street marketing creates awareness of social media contest, redemption or giveaway and engage with audience, making them attracted to the brand other than waiting for them to come over.

Challenge: A product has to be highly differentiated to go viral. Take for example, the SUPER SPICY Korean Ramen Challenge and ALS Ice Bucket Challenge that arise from a specific neurological disorder. When L'Oreal Paris reveals the 1st UV Mist for Face, the challenge demonstrates how L'Oreal sunscreen spray is unique in comparison to other sunscreen brands in terms of time, texture and application.

Product Reviews: More millennial consumers are turning to YouTube for advice and reviews on what to purchase. They trust popular YouTuber endorsements and are more likely to buy the product or service recommended. This influence sparks business opportunities for the beauty, shopping, travel and home industries.