Lastminute.com bets on video to get advertisers spending: Travel-booking site Lastminute.com, like many publishers, has the video bug. The booking site has started a video studio, the aim is to offer brands and agencies branded travel content made by its network of freelance content producers in different countries around the globe. It’s aiming for a two-week turnaround for each piece of content.
Truth goes #Squadless to stop teen smoking: Truth, the largest non-profit public health organization dedicated to eradicating smoking, has rolled out #Squadless, a video starring Vine star George Janko and YouTube star Macy Kate. The idea is to humorously highlight the fact that teens who smoke don’t have the cash to hang with their friends, or squad, so instead of hanging out, they’re stuck at home with grandpa, or photoshopping their heads onto bears.
LinkedIn for Android and iOS now lets you search by topic, article, or hashtag: LinkedIn has updated the search tool across both its iOS and Android apps to now include content-based results. The company introduced its content search feature that facilitates queries based on any topic or articles published on the professional social network, both by third-parties or other members. It’s currently only available on mobile and to English speaking members.
Vogue Brazil Photoshop-amputates celebrities for Paralympics campaign: In order to give visibility to Rio Paralympics, which kicks off in September, the fashion magazine used two soap opera stars — Cleo Pires and Paulo Vilhena — in its “We Are All Paralympians” campaign. Meant to raise awareness of the games, the photo went viral for all the wrong reasons: The models aren’t Paralympians at all, but were made to look like amputees using Photoshop.
How British brands are using Facebook Live: Fashion retailer Asos is big on experimentation. It’s already run a chatbot on Whatsapp, which gave users style advice and was early to Snapchat. The brand is now using Facebook Live. This week saw 100 layers of Asos — where two staff members had 30 minutes to dress a model in 100 layers of Asos clothing. They asked viewers for ideas on which items to choose first in the video’s comments section. The broadcast received 61,600 views.
Tiger Beer turned air pollution into ink, and had artists try it out: Tiger Beer, working alongside Marcel Sydney and MIT spinoff Graviky Labs, has created the first line of ink made from air pollution. The brand created 150 liters (roughly 40 gallons) of Tiger Air-Ink in pens, markers and spray cans. Tiger then took the product to up-and-coming street artists in Asia, a region facing major pollution concerns, and asked them to work their magic with the spray paint and pens.
Inside W Magazine’s glossy digital strategy: For W Magazine’s September cover story featuring Rihanna, the text is not a story or an interview, but a screenplay. On its website, there’s a slide show of the cover shoot’s images, videos which offer a behind the scenes glimpse of the shoot and guest art director discussing his method, as well as designer sketches of the clothing made for the shoot, among other digital-only content. On Instagram, two separate GIFs were exclusively created for the two different magazine covers.
Snapchat is pushing for shorter ads between Stories, within Live Stories: After pushing for shorter video ads around the time it began to intersperse ads between people’s Stories in June, Snapchat is zeroing in on exactly how much shorter it would like brands’ ads to be. In conversations with brands and their agencies, Snapchat has been pushing for advertisers to cut their typically 10-second-long video ads to seven seconds when running between Stories and five seconds when running within Live Stories.
Is This Any Way to Sell a ‘Razor Sharp’ Eyeliner? Urban Decay’s promotion of its Razor Sharp eyeliner, with what it called “Razor Sharp Swatches,” has drawn the ire of some of its consumers. At issue is a photo the brand tweeted of a model with color swatches on her wrist—which, given the name of the product, some saw as a reference to cutting. The beauty brand was inundated with complaints on social media, but has left the post up (as of this writing) and posted an explanation of the tweet.