Social Scanner: Apple joins Tumblr

Apple joins Tumblr to promote the iPhone 5c After years of having a famously slim presence on the social web, Apple has launched a Tumblr to promote the iPhone 5c. The new blog, which is designed in a rainbow of colours much like the iPhone 5c, features short animated ads for each of the colours […]

Apple joins Tumblr to promote the iPhone 5c

After years of having a famously slim presence on the social web, Apple has launched a Tumblr to promote the iPhone 5c. The new blog, which is designed in a rainbow of colours much like the iPhone 5c, features short animated ads for each of the colours the phone comes in.

The blog is one of Apple’s first forays into social media marketing. Though it runs Facebook and Twitter pages for iTunes, it has not used social media to promote its hardware in the past.

Though Apple is staying mum on the intent of the blog, it has confirmed it was created by TBWA/Media Arts Lab, its agency of record.

Given the iPhone 5c’s price point, its target audience is likely very similar to Tumblr’s core user base of millennials.

“It makes sense that Apple’s first foray into marketing on Tumblr focuses on the 5c since the device currently appeals to a very similar audience as Tumblr’s core audience of teens and millennials,” comScore’s vice-president of marketing and insights Andrew Lipsman told Digiday.

Tim Hortons makes a donut for Deadmau5

Following up on its Jason Priestly donut, Tim Hortons made a donut for the uber popular Canadian DJ Deadmau5. The DJ, real name Joel Zimmerman, tweeted the restaurant asking whether they could make a donut in the “mau5head” shape of his on-stage mask. Tim Hortons acted quick, tweeting back a photo of a donut mock-up the next morning, instantly gaining tons of retweets.

It’s not the first case of brand love between the two, either. Zimmerman previously Instagrammed a photo of a coffee maker Tim Hortons sent him and posted a video to YouTube of him and the performer / producer Pharrell drinking from Tim Hortons cups.

Read the full story here.

Canadian brands need to brush up on their French for Facebook

While some brands have gone to great efforts to post French-language content on Facebook for Canadian French speakers, others have dropped the ball, either posting weak translations or nothing in French at all. It’s time for brands – especially those operating in Quebec – to start posting in the same conversational style in French that they do in English, according to Eric Blais, president of Headspace Marketing.

This week Marketing published a column by Blais on the language demands of marketing on Facebook and other social networks.

Read it in full here.

The Numbers

The Oscars were huge on social media and Twitter specifically, with the Twitter audience for the broadcast almost matching ABC’s TV audience. It also led to a flurry of brand mentions on social media, both for the sponsors and some unlikely brands that stole the show.

The analytics firm Kontera crunched the numbers on which brands garnered the most Twitter attention that night. Here are the results.

900

Mentions of Samsung per minute during the staging of Ellen Degeneres’ selfie on a Galaxy phone

40,000

Peak number of social mentions for Samsung, most of which happened during its TV commercials

1,200

Social mentions during Pepsi’s ad promoting mini soda cans

12.5

Percentage of brand mentions that were about Google following its ad

800

Tweets per minute about Google as its ad ran

Media Articles

Dominique Chaloult returns to Radio-Canada

Steps into role previously held by Louise Lantagne, vacant since October

EU puts pressure on Google operations

Two moves seek to make forgetting easier and unbundle search from other operations

Canadian Tire and Touché shoot and score (big) at the 2014 MIAs

Plus, the full list of gold winners at the Media Innovation Awards

Social Scanner: Dove is the most-loved brand on social

Plus, Twitter's CFO has a DM fail and Kik gets into GIFs

TV Everywhere offering can help retain paid TV subscribers (Study)

Research presented at CTAM Canada forum shows that awareness of these services drastically outstrips adoption

Air Canada launches online content hub for frequent flyers

Airline courting premium brands for new site

Postmedia launches auto-focused sales unit

Six-person team charged with defending and growing key advertising category