Good morning, PR pros.
PepsiCo promised U.S. consumers a free can of Pepsi Zero Sugar if either team’s final score in Super Bowl LIV ends with a zero. The stunt is to promote Pepsi’s “newly desgined can.”
Here are today’s top stories:
Twitter boots Grindr from ad network
The social media platform suspended Grindr from using its advertising network following a report by the Norwegian Consumer Council asserting the app was one of several that shared users’ data with marketers. The report said spreading user data (including location, political views, sexual orientation and more) violates privacy laws in Europe as well as in states such as California.
Why you should care: Don’t wait until you’re forced to comply with regulations and laws to practice transparent data-gathering and use strategies. At the least, you could destroy consumers’ trust; worse still, you could be banned from advertising channels and have to pay fines.
A new report by eMarketer revealed that Pinterest is the third-largest social media platform in the United States, beating Snapchat. The visuals-focused platform grew 9.1% in 2019 and is on track to have 86 million users this year.
Pinterest also has a wider audience appeal, with a greater percentage of users across demographics than Snapchat. Though Snapchat’s numbers widely edge out Pinterest for users ages 12 to 24, Pinterest might be the smarter choice for brand managers looking to reach several audiences and age ranges.
Business Insider reported that Pinterest shares rose “as much as 12% on Tuesday morning” following the report’s release.
Spotify introduces playlists for pets
Spotify introduced playlist generator for users’ pets, which creates a personalized set of songs based on your pet’s personality traits. After you create your pet’s playlist, Spotify generates a photo and link to share on social media.
Why it matters: The clever PR and marketing stunt combines visual appeal and personalization, two trends that can quickly capture consumers’ attention. The Verge reported that “the whole thing seems to be designed to go viral.” Spotify also succeeds by offering an easy-to-remember website (www.spotify.com/pets or www.pets.byspotify.com), custom hashtag (#SpotifyPets) and social media sharing buttons along with a tailored graphic. (We’re a bit baffled by the glaring omission of Big Mama Thornton’s rendition of “Hound Dog.”)
Burger King is taking a swipe at McDonald’s yet again—this time with a promotion around the increased popularity of a staircase in the Bronx used in filming “Joker.”
The stairs were never a tourist destination—until Joaquin Phoenix’s performance made them iconic. Now fans are showing up in droves to take selfies and recreate that striking scene. Burger King is taking the opportunity to appeal to New Yorkers who can’t stand tourists but still love a fast-food hamburger.
The move has a strong social media tie-in, as the hashtag #JokerStairs has over 9,000 posts on Instagram. It shows that there is plenty to be gained by taking potshots at your competitor online—and newsjacking social media trends.
How are you joining the online conversation on pop culture and more?
Bose closes stores worldwide; Mozilla lays off 70 employees
Bose is shuttering doors on all 119 retail stores in Europe, North America, Australia and Japan. The Verge reported that the decision comes because its products “are increasingly purchased through e-commerce.”
Mozilla Corp., which created the Firefox web browser, also announced that it would lay off roughly 70 employees—many in senior and management roles.
In a blog post, Mozilla’s chairwoman and interim chief executive, Mitchell Baker, wrote:
Mozilla has a strong line of sight on future revenue generation from our core business. In some ways, this makes this action harder, and we are deeply distressed about the effect on our colleagues. However, to responsibly make additional investments in innovation to improve the internet, we can and must work within the limits of our core finances.
Why it’s important: Consumers’ changing behaviors as a result of technological advances and internet offerings won’t affect your social media strategies alone. Find ways to connect your online presence with your in-person locations, and work to meet your audience in physical and digital venues they frequent. That could mean overhauling your business model as much as you overhaul your PR and marketing campaigns.
WHAT YOU SAID
We asked what you would do at a networking event if a person greeted you by name, but you blanked on theirs. More than 40% would admit to forgetting the other person’s name, while 33% would ask questions in an attempt to remember. Nearly 27% would continue the conversation and stall as long as it takes, but none would ask someone else for help.
Burrelles’ vice president of client onboarding, Tressa Robbins, said her strategy would depend on how familiar the person seemed:
What would you do in this situation, PR pros? #MorningScoop
At a networking event, a person with no name tag greets you warmly, and by name. In response, you:
— PR Daily (@PRDaily) January 14, 2020
International communications network Consultancy32 said a smile could help break the ice:
Depends on whether they look familiar. If so, then admit I may have blanked, but if not familiar then I introduce myself (hoping they do the same) and then ask questions. #MorningScoop
— Tressa Robbins ✨ (@tressalynne) January 14, 2020
How do you prefer to collaborate on projects and connect with co-workers as well as outside partners?
What's your preferred way to collaborate and connect with co-workers (along with outside partners) for ongoing projects?
— PR Daily (@PRDaily) January 16, 2020
Weigh in on Twitter or in the comments. Don’t forget to use our hashtag #MorningScoop.