There was a 34% increase in conversation around music festivals in the last festival season compared to last year, running to a total of 20 million conversations, according to a new report from Eventbrite. Nearly half of the conversation about music festivals happens before the event, and many of the positive drivers of music festival comms are anticipatory, such as announcements of a ticket purchase or excitement surrounding the lineup of an event.
How long did it take Chinese smartphone brand Xiaomi to sell 100,000 of its Redmi 1S smartphones in India last week? Wrong. The answer is that Chinese smartphone brand required a mere 4.2 seconds to shift that many devices online in a flash sale. The phones are sold exclusively via e-commerce site Flipkart, with prospective buyers needing to register in advance to get their hands on a Redmi 1S – 400,000 people registered for the 100k units the company just flash-sold.
Consumers who share feature film-related content are close to six times more likely to purchase a cinema ticket than those who don’t. Plus, one-third of moviegoers say they buy a ticket after watching a trailer or ad online. However, a majority of online film marketing campaigns are not being optimised for sharing across the social web, according to new report – The Science of Sharing: Movies – from Unruly. For one thing, this is because content is launched too early to generate opening weekend buzz.
Coca-Cola and innovation? The company is clearly no tech brand itself but reckons it has a place in the world of entrepreneurship with the launch of the Coca-Cola Founders programme, a ‘new model for creating start-ups’. How does it work? “First, we partner with experienced entrepreneurs around the world,” Coke says. “Then we immerse them in the power of Coca-Cola – our relationships, resources, and reach – before they create a start-up.” The Founders get an ‘unfair advantage’ through the power of Coca-Cola and the opportunity to do what most can only dream about, the brand explains. For that, Coca-Cola gets early access to new, fast-growing markets, it hopes.
There’s still a lack of clarity around native advertising. While 88% of British advertising and media professionals surveyed by Say Media UK believe it is something that should be on every brand’s digital media plan in the next few years, only 28% feel they are knowledgeable about what it actually is. When asked to define what native is, 42% say ‘advertorials’ and 40% cite ‘in-content ad formats’, while a mere 26% think it includes branded content.
Apple is looking to make 2014 year zero for wearables, just as 2007 was the start of the true smartphone market due to the iPhone. But moving into a new category is a bold, expensive and risky effort, warns IHS, and the Apple Watch is a first-generation device which the company will aim to iterate and make a must-have companion for every iPhone owner. Apple rarely invents new markets, despite its reputation, says the research firm, but when it launches a new product category it attempts to redefine the market, as with the iPhone, iPad, and iPod.
UK Taxi app outfit Hailo is bowing out of North America, unable to take advantage of the sharing economy cab war between Uber and Lyft. Hailo only launched in the region last year but says it hasn’t really been able to grow its business Stateside. The company says being competitive there requires ‘astronomical’ marketing spend. The taxi-app business is proving to be an expensive proposition all round, having attracted an estimated $1 billion in venture capital financing to date. Disruption – of which there is plenty in this particular space – clearly doesn’t come on the cheap.
Wearable World is rolling out a pure-play wearable technology accelerator and incubator programme in Europe. WW already has 35 companies on its US programme, with a number of European outfits among them, including emotional data outfit Sensum which is looking to provide 360º understanding of consumers. Stateside mentors include reps from the likes of Huddle, Nvidia, DigitasLBi and Yahoo.