15 global digital marketing campaigns that you should read this week

Global digital campaigns - Guardian’s data visualization play for Rio, ‘E! News’ is betting on Facebook Live, Burberry continues digital push with Pinterest, Nissan Olympics Pranks, and more

Nissan Olympics Pranks – Do it for us: Nissan UK’s sponsorship of Team GB and ParalympicsGB athletes at the 2016 Rio Olympics is being promoted with “Do it for us”, a series of pranks played at the Rio 2016 athlete briefing. Two teaser films, intentionally corporate in their look and feel, were launched in the lead up to the campaign.

How the Times of London taps into Instagram’s food scene: Last September, The Times of London felt it wasn’t giving its readers enough food content to chew on. So it increased its output from just a few pages each week to a monthly food magazine, The Dish.

Myer Give Registry with Salvation Army: Myer and Salvation Army Australia have launchedthe Give Registry, a collection of essential items for survivors of family violence. Awareness of family violence being a pervasive national problem is growing, but practical solutions to help victims of abuse remain limited. A rarely discussed reality of family violence is that most women who suffer at the hands of their partners end up having to flee their homes, often leaving with nothing but their lives.

Burberry continues digital push with Pinterest partnership: Burberry is partnering with Pinterest to launch the platform’s first customized beauty board offering. Using Pinterest’s application program interface, the luxury brand is creating boards with suggested products and makeup tips for users. The collaboration is part of an effort by Burberry to promote its new mascara line and is an extension of the company’s continued focus on digital.

DFS Great Brits at Rio 2016: British sofa manufacturer and retailer DFS is promoting official Team GB partnership in the Rio Olympics with “Great Brits”, a celebration of the hard work that goes into getting to the top of your game. The brand film at the heart of the DFS Great Brits campaign is centred on three Team GB ambassadors for DFS: cyclist Laura Trott, gymnast Max Whitlock and swimmer Adam Peaty, as well as some of DFS’ own craftspeople.

Demand Media tries to remake its content farm image for a social era: Demand Media has become a cautionary tale for early internet companies that soared, only to come crashing down to earth once the rest of the web caught up. With its low-cost content-farm strategy, it became the 17th biggest web property in the U.S. in 2010, with 105 million unique visitors until changes in Google’s algorithm dinged it and caused its value to crash. Demand has gone through a number of failed editorial pivots, but it has kept trying.

‘E! News’ is betting on Facebook Live and Snapchat Discover: Nightly entertainment news show “E! News” has spent the past 20 months shifting its business from two separate teams — one focused on the TV broadcast and the other on digital — into one 200-person unit that’s creating unique content for all platforms. The organization, which moved into a new 50,000-square-foot headquarters a month and a half ago, is now led by leadership team that comprises mostly digital execs.

Time racked up 125,000 Line followers in a week: Messaging is the new social network. Like other publishers, Time magazine is getting on board, sharing articles on Japanese messaging app Line. Time has been using Line to send out a story or two a day, all in English. Followers can also get news on a specific topic by messaging words to Time including science, entertainment and tech.

‘No agencies have this breadth of content’: Inside Accenture’s $600 million content business:When a big software company needed to create training materials for its 1,500 U.S. salespeople last year, it could have done it in-house. Another option was to reach out to a content studio or an agency. Instead, the company, which declined to be named, turned to Accenture’s content practice.

Be the Match Be the Guy: Nonprofit Be The Match, an organisation operated by the National Marrow Donor Program in the US, recently enlisted the help of its agency Space150 to create a campaign that would encourage young men (ages 18-24) to join its cause and help save lives. Because “men in this age group have the highest propensity to be a match for patients facing blood diseases, including lymphoma and leukemia,” according to the agency, the nonprofit wanted to create something that would show how young men can truly make a difference despite their “peculiarities.”

Inside the Guardian’s data visualization play for Rio: While plenty of people will get a thrill from watching Tom Daley’s synchronized diving, few will be scrutinizing it at the level of theGuardian’s data visualization team, as it calculates the torque of each twist from the springboard to the exact angle he enters the water.

How Channel 4 News grew its monthly Facebook video views to 200 million: In the last year, U.K. broadcaster Channel 4 News has entirely stopped posting text and static photos to social media to focus almost exclusively on video. The move to video has paid off: Although half its Facebook posts were already video as of January last year, it netted a total of 5 million views for the month. Today that monthly number is over 200 million.

WSJ digital subs up 25 percent for the year: The Wall Street Journal digital subscribers totaled 948,000 at the end of the 2016 fiscal year, according to a company news release on Monday. That’s compared to 753,000 in the prior year, or up 25.9 percent.

Lollapalooza filters and Live Stories: Inside Toyota’s Snapchat strategy: Snapchat’s a natural for some brands, not so much for others. The struggle for Toyota is finding the right message. As Snapchat’s ad push gets increasingly aggressive, it’s getting harder for individual brands to cut through the noise.

Snapchat will air first NBCUniversal show on Discover on August 22: Snapchat has signed a multi-year deal with NBCUniversal for the TV conglomerate to produce original shows, including ones tied to “The Voice” and “The Tonight Show,” that will air within the mobile app’s Discover section, a Snapchat spokesperson confirmed.