These special sneakers are usually released as a limited edition. In July this year, Adidas had launched its Crazy Explosive line in Las Vegas-inspired colourway, wherein the high-performance hoops shoes were inspired by the city of glitz.
Adidas Originals has decided to pay an ode to the German festival of beer and merriment, Oktoberfest, by introducing München — sneakers that have a special DPBR (durable puke and beer repellent coating). Clearly, Adidas wanted the revellers to be prepared for any spilling accidents that may occur at the annual three-week long festival held in Munich. This is the festival’s 184th edition, and ends on October 3. Inspired by the Bavarian leather pants, the limited edition brown-coloured sneakers come with high-quality leather and premium materials. Apart from sporting the German word for cheers, prost, the shoes have three light brown stripes and speckled laces. The shoes, obviously, are made in Germany for people wanting to enjoy the beer fest. The advertisement for the shoes says, “German engineering will redefine tradition. Made from finest leather with DPBR coating. Rich embroidery to match your lederhosen, inner lining with red and white micro-check tablecloth for that special alpine flavour, the golden prost as mark for your drinking excellence. Wear your best to the fest.” The sneakers cost €199.95 (approx $322). But with it comes a complimentary one litre beer mug called ‘mass’ for free. Apparently, Adidas has been creating special event-themed shoes for long. These special sneakers are usually released as a limited edition. In July this year, Adidas had launched its Crazy Explosive line in Las Vegas-inspired colourway, wherein the high-performance hoops shoes were inspired by the city of glitz. In December, 2016, it unveiled 3D-printed running shoes, which featured “engineered 3D web structure with dense zones in high force areas and less dense zones in the low force areas.” The shoemaker had also paid tribute to Audi TT with Crazy 1 and collaborated with Porsche for a limited edition shoe line.
Lyft packs in a Western punch
Wieden+Kennedy New York has penned a periodic piece for Lyft. Featuring actor Jeff Bridges, the ad titled Riding West says that ‘whether you are riding west on the Oregon Trail, or heading out for all-you-can- eat pancakes, It Matters How You Get There’. In the 30 second-spot, Bridges while sitting in a wagon says, “You always have a choice. You can choose to ride with the right people doing things for the right reasons, you will always end up in the right place. Or you can choose poorly and end up stranded, buzzards circling, drinking rain water out of your boot.”
In another spot, the actor is seen lamenting the fact that football hasn’t been invented yet which would have given him and his fellow passengers something to talk about, while the third features Bridges and his driver singing My Darling Clementine. This, apparently, is the first fully integrated campaign covering television, social media and OOH for the five year-old company. Its OOH ads read: The Better the event, the worse the parking; Parallel parking can be embarrassing and Get there without the stress of getting there. Wieden+Kennedy claims that the ads not only speak about the product of ride-sharing — whose growth can make lives, traffic and cities better — but also speaks of Lyft as a company that strives to do the right thing for the right reasons and in the right way. The idea of the campaign is to drive home two messages: expand Lyft’s audience and encourage customers to reconsider the service they thought they knew. The spot will be followed up later this month with Riding Shotgun, starring Tilda Swinton and Jordan Peele, featuring a journey to the moon in 1971. W+K New York had won the Lyft account in May this year. Following which, the agency worked on La Cienega car wash in LA and gave it a makeover in Lyft’s pink colours.
The Guardian selects OpenX
Programmatic advertising company, OpenX, has been selected as a programmatic partner by The Guardian to help maximise the true value of the premium publisher’s content. The Guardian, a news site that generates more than 150 million unique browsers worldwide per month, will now leverage the OpenX Ad Exchange to further monetise its inventory across both desktop and mobile platforms. Jason Fairchild, co-founder and chief revenue officer, OpenX said that the company had extensive conversations with The Guardian to understand its programmatic aspirations and concerns. OpenX will also act as the primary provider of programmatic direct solutions for The Guardian, including private marketplaces (PMPs) that offer buyers access to the publisher’s inventory. “We are excited to be working with one of the world’s top online publishers, and look forward to providing an open and trusting relationship with The Guardian. We share their deep commitment to quality. We pride ourselves on our transparency and open lines of communication with both the publishers and the advertisers we work with and we have full confidence this partnership will yield significant outcomes,” said Fairchild.
Daniel Spears, programmatic director at Guardian News and Media, said, “We are happy to be working with OpenX as part of our overall programmatic strategy to help the best range of media buyers gain access to our premium inventory.” Spears further said that the company is confident that OpenX will deliver incremental value to both The Guardian and its media partners.
It may be noted here that The Guardian parted ways with its previous partner Rubicon after it sued the adtech firm Rubicon Project for breach of contract in March this year. The media owner had revealed that Rubicon Project had allegedly failed to disclose fees earned from advertisers that appeared on the publisher’s site. Prior to filing the lawsuit, Guardian’s chief revenue officer Hamish Nicklin had told media that adtech outfits operating within the supply chain are taking up to 70% of advertisers’ money without being able to prove the value they provide. OpenX had recently announced introduction of a new product that makes the bidding process explicit and transparent.
Apps unite in cause as Irma strikes
Hurricane Irma, which developed on August 30 near the Cape Verde Islands, has been the strongest hurricane ever recorded in the Atlantic Ocean outside of the Caribbean Sea and the Gulf of Mexico. The impact has been catastrophic, with over 6.3 million people being told to evacuate Florida. Google pulled together about 20 mobile apps to help Floridians, as they waited for Hurricane Irma to reach land. Its list for Android smartphones, storm preparedness, includes apps such as Hurricane Tracker from The Weather Channel, GasBuddy, Waze, Family Locator, American Red Cross, CNN Breaking News, Expedia Hotels, Facebook, FEMA, etc. Google also built the apps store page based on data people might search for in an emergency. These smartphone apps helped coordinate rescues.
Meanwhile, Zello PPT Walkie Talkie — which relies on cell phone data plans or WiFi and is designed to operate in places where signals are weak — emerged as the number one free download at the iTunes App store. Zello appears to have added six million new registered users. The company’s CEO, Bill Moore said, “With the crush of new users and emergency situations, most of the Zello team is working long days either maintaining capacity or helping with customer support.” The app also supported large entities such as the South Florida Hurricane Irma channel, which reached more than 1,500 members. Gas Buddy emerged as the second most downloaded app on iTunes. The app lets drivers know about prices, closest gas stations and which stations actually have fuel, with the help of crowdsourcing. Google noted in its blog that people in Florida were searching for how to prepare. “Top searches in Florida include ‘how to board up windows’ and ‘how to install hurricane shutters’. Floridians are also searching for where they can stock up on supplies like sandbags and water. Across the US, top queries included, where has hurricane Irma hit, how wide is the eye of hurricane Irma and how to volunteer for hurricane Irma.
Facebook to up investment in original programming
Social media giant Facebook is all set to invest heavily in original video programming. According to news reports, it will be spending close to $1bn over the next year to drive more viewer engagement. These programmes will be showcased on Watch, a new video-aggregated platform for shows on Facebook. The platform currently features shows ranging from scripted dramas to reality shows, with the social media platform and content creators splitting the revenues. The idea behind launching Watch was to encourage content creators to share their video content without Facebook’s involvement. To augment its portfolio of sports broadcasting rights, FB also recently began broadcasting Major League Basketball games, with a live streaming game available every week. In May this year, Facebook had entered into partnerships with various media houses such as Vox Media and BuzzFeed, which would require it to pay over $35,000 for episodes of five-10 minute shows. FB was to get a 45% cut of the ad revenues, while the companies would continue to own the content. With focus on original programming, FB is looking to minimise the impact of ad load saturation in its news feed platform. The company is already under duress because of slowdown in its revenue growth.
Mark Zuckerberg, CEO, Facebook had earlier said, “We have talked about how video will continue to be a big focus and area of investment for us. It is growing quickly, and we are introducing new features to make the video experience even better.”
As is known, Apple too has earmarked close to $1 billion for original entertainment over the next year. But the budgets assigned by FB might be on the lower side compared to its digital video competitors like Netflix that shelled out $6 billion in 2017 on original programming while Amazon spent over $4.5 billion. FB also entered a losing bid of $600 million for five-year rights to Indian Premiere League cricket matches. It was Facebook’s largest bet on video content thus far, which was finally won by 21 st Century Fox Inc’s Star India.
— Compiled by Ananya Saha