Social Scanner: Mountain Dew’s social blast from the past

An essential roundup of social media news for marketers

Mountain Dew targets old tweets

After 10 years, Mountain Dew’s Baja Blast is back on the shelves in the U.S.

Fittingly, the brand gave its fans on social media a blast from the past by responding to old tweets about the resurrected flavour.

Mountain Dew searched through Twitter to find tweets sent in the past three years from consumers proclaiming their love for the flavour and then responded to 500 of those posts, according to Digiday.

The strategy recalls Taco Bell’s Canadian launch of Doritos Locos Tacos. Prior to the campaign, the brand hunted for tweets complaining about the lack of the product in Canada then invited the consumers behind the tweets to a secret tasting where they announced it would soon be available at Canadian Taco Bell locations.

Social giants band together to fight bad ads

Four social giants – AOL, Facebook, Google, and Twitter – have banded together to create a new organization called Trust In Ads that aims to protect consumers from malicious online ads. Together, the four will publish a series of reports called Bad Ads Trend Alerts about online scams and other deceptive marketing.

According to the group, Google and Facebook recently removed more than 4,000 suspicious advertiser accounts after learning about a scam that encourages consumers to call fraudulent 1-800 numbers for “tech support.” In the future, the group plans to spot and stop more of this type of activity.

Twitter CRO talks about the network’s evolution

Post-IPO, Twitter has slowly but surely been tweaking its offering to advertisers, and in 2014 its efforts have gone into overdrive, rolling out a suite of new tools of marketers and redesigning its profile pages. Marketing recently met with Adam Bain, chief revenue officer at Twitter, to find out what brands need to know about the new changes and how they can use the new tools for their Twitter marketing.

Read the full story here.

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The Numbers

Heat, a creative agency based in San Francisco, recently surveyed marketers and regular consumers on their social media activities. No surprises here: marketers are way more social than average consumers.

97%

Marketers who have a Facebook profile

82%

Consumers who have a Facebook profile, by comparison

92%

Marketers who have a Twitter account

39%

Consumers who have a Twitter account

53%

Marketers who have an Instagram account

6%

Consumers who have an Instagram account

71%

Marketers who say they pay attention to brand posts on Facebook

23%

Consumers who say they pay attention to brand posts on Facebook

Media Articles

PMB and NADbank merge

New entity promises enhanced data, reduced costs

6 takeaways from the Brightroll Video Summit

Panelists covered everything digital, video and mobile

Bell Media launches video streaming service

"Project Latte" will include the entire HBO scripted off-air library

Toronto Crime Stoppers shed light on contraband tobacco

Public awareness campaign asks citizens to take action

UPDATED: Rogers and Vice Media enter $100-million partnership

Media companies to produce Canadian-focused content for mobile, web and TV

A revisionist’s recent history of TV and internet advertising (Column)

Traditional TV has done a poor job of defending itself against false perceptions that ad spend is shifting dramatically. The danger is these perceptions can lead marketers to invest against that change, making it a reality

Digital magazine readership on the rise: PMB

Digital readership increases by more than 50% in the past year

Nearly half of Canadians read a newspaper each day: NADbank

Digital-only readership is just 11%, but growing among younger demographics

CTV/CMA announce judges for Super Bowl ad challenge

Winning ad will air during CTV’s Feb. 1 telecast of Super Bowl XLIX