16 global digital marketing campaigns that you should read this week

Global campaigns from last week - Unilad is using Facebook Live to stream mixed martial arts,ANA is using CNN’s social video network, Inside the Instagram with Obsessee’s Kristie Dash, and more

What Marriott learned from its faulty Facebook Messenger chatbot: Marriott’s first foray into Facebook Messenger in March 2016 was a complete disaster. The bot immediately misfired, sliding into customers Facebook inboxes to make unsolicited suggestions. Customers who had recently browsed through rooms at Courtyard Marriott Chicago online, for example, were sent personal messages asking if they still wanted to book a room.

Unilad is using Facebook Live to stream mixed martial arts: Starting in November, viral bro publisher Unilad is getting into the sports broadcasting game. Through a test deal with the British Association Mixed Martial Arts, Unilad will stream on Facebook matches from the No. 3 British mixed marital arts league. The idea is to use Unilad’s broad reach on the platform, where it has 19 million likes, in order to branch into sports broadcasting by matching up with niche sports that appeal to Unilad’s young, male audience.

Thomas Cook enters Chinese market with a WeChat VR game: Thomas Cook, the travel services company, has opened its doors in Shanghai. Thomas Cook wanted to raise awareness about the brand in the Chinese market. For getting the attention of over 100 media professionals from China during its launch event on September 6, 2016, the brand developed a WeChat Virtual Reality experience and a live game ‘Play Together’’ along with KRDS Shanghai.

Lady Gaga Signs With Bud Light for New Campaign: Bud Light is hooking up with Lady Gaga in a new TV ad debuting tonight during “Sunday Night Football,” as the nation’s largest beer continues its celebrity-driven marketing approach.

The Guardian is the latest publisher to join Amazon Echo: Amazon’s Echo voice-controlled speaker allows people to call up information, music, even jokes. The Guardian is making its podcasts, news, opinion and reviews accessible. Echo users can get Guardian headlines or news on a particular topic, like sports or the U.S. elections, or Brexit news. Amazon’s Alexa voice assistant, similar to Apple’s Siri, will then respond with the top three headlines.

How ANA is using CNN’s social video network Great Big Story to find the ‘Japan curious’: Japanese airline All Nippon Airways wants to attract more European customers and has picked CNN’s social video network Great Big Story to create and distribute its message. The result is a seven-part video series,“Ichigo Ichie,” which translates to “One Opportunity, One Encounter,” which focuses on Japanese cuisine, culture and hospitality.

I want my Snapchat TV: MTV is launching Discover shows: On the international version of its Snapchat Discover channel, MTV is launching three new video series this fall. The first, which launched on Sept. 29, is a game show called “Show Us Ur Phone,” in which host Charlotte Crosby ambushes couples on the street and goes through their phones. Two other shows, “MTV Sex Squad” and “MTV Threads,” are premiering in October.

Innisfree gets YouTube stars together to target Malaysian millennials: The ‘My Style, My Cushion’ music video, conceptualised by Isobar Malaysia, features five popular Malaysian YouTubers and fashion influencers. The five were chosen by Isobar along with innisfree Malaysia and its PR team based on their distinct styles and personalities.

MS Thru a Child’s Eyes: Kim Ball, Ogilvy’s global director of communications, has been living with MS (multiple sclerosis) throughout her thirteen years in the agency network’s office in Paris. Ogilvy Paris has worked with Kim and her daughter Sienna to create MS Thru a Child’s Eyes a short film in which Sienna talks about what its like to have a mother with MS.

Parking Lot Prostate Exam Project: Prostate Cancer Canada marked Prostate Cancer Awareness Month in September with a fun ambient campaign using pay machines in Toronto parking lots. Stickers were placed over the slot where drivers insert their fingers to retrieve their parking ticket. Above the slot are the words, “A prostate exam is this easy. Early detection saves lives.

Guardian creates in-house virtual reality team: Guardian News and Media has created an in-house virtual reality team, becoming one of the first UK news media publishers to invest dedicated resources in the emerging technology.

Nespresso Change Nothing with George Clooney: Nespresso is running “Change Nothing”, the latest installation in a ten-year campaign featuring actor George Clooney. Debuting on 25th September 2016 at www.nespresso.com/whatelse, the Nespresso Change Nothing campaign sees George embark on a rough night as he looks to protect his precious coffee.

Air New Zealand Better Way to Fly with Dave: Air New Zealand has launched Better Way to Fly, an advertising campaign featuring Dave the Goose, designed to convince Australians that Air New Zealand is a better way to fly to North and South America. The 3D animated character is seen boarding an Air New Zealand long haul flight at Sydney Airport, explaining that he’s given up on 17-day migrations across the Pacific.

The Diamond Industry’s First Campaign in 5 Years Encourages Millennials to Make a ‘Real’ Commitment: The diamond business saw the writing on the wall: Retails sales of diamond jewelry are on the decline as young people delay marriage, work to save money and take a somewhat skeptical view of the premium jewelry industry. For that reason, trade organization the Diamond Producers Association chose ad agency Mother New York last year to effectively reintroduce its products to a generation still shaken by the Great Recession. The shop’s first campaign for its newest client debuts this week, and it positions real diamonds as the truest symbols of a deep emotional commitment between two young people … even if that bond isn’t made official in the eyes of the law.

Poo-Pourri’s New Viral Video Gives You Tips on How to Poop at a Party: Poo-Pourri has created an online film division called Number 2 Productions, which will be led by Suzy Batiz, founder, executive producer and CEO. The new division’s main goal is to follow in the footsteps of companies like Red Bull and Dollar Shave Club—companies that have turned their brands into digital-content-creating machines.

Inside the Instagram with Obsessee’s Kristie Dash: Kristie Dash once used a tweet to land an internship. Back in 2011, she emailed Eva Chen, then at Teen Vogue, with a riff on one of Chen’s recent tweets so that her email would stand out. Today, the beauty editor still uses social media obsessively, with Instagram being one of her go-to platforms.