MTV Cribs Is Reportedly Coming to Snapchat

gfy0k3w0otduwg8khcptMTV is reportedly set to revisit Cribs… on Snapchat. Cribs is popularly considered some of MTV’s greatest programming. The content is also uniquely applicable to the Snapchat platform and format. Although the original Cribs broadcast was cancelled in 2008, the popular demand for behind the scenes celebrity access has only increased. Considering the environment, MTV’s decision to revisit a classic show with a legitimate following in a new and different way has the potential to be a success and an interesting moment for Snapchat. If the Cribs fan base is as large and as dedicated as it is made out to be, the show’s Snapchat debut may encourage wavering adopters to download the app for the first time and will certainly bring increased traffic to the app’s Discover channel feature.

Snapchat’s traditional applications, photos and videos shared specifically or publicly via the story feature, have achieved nearly mainstream acceptance or at least relevance in recent months. Celebrities and athletes are adopting Snapchat, gaining viewers within the app and media attention off of it. The Discover channels, admittedly a more recently introduced feature, have yet to experience a significant breakthrough. I’m not sure that brands or stations have figured out the right sort of content to elevate the Discover channels to the stature of the apps more popular features, but MTV’s efforts with Cribs are a step in the right the direction.

Questions:

  1. Do you think the debut of ‘Cribs’ on Snapchat Discover will be a significant moment for the feature?
  2. What kind of content or content adaptation would draw you, personally, to make the Snapchat Discover channels a part of your regular social media rotation?

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Consumer Brands Hesitant To Embrace The Internet of Things

Cisco estimates that the Internet of Things (IoT) will reach 50 billion interconnected devices by the year 2020. The trend is clear and the potential benefits are as well. The ability to store and process billions of pieces of data from unique devices and individuals is a literal treasure trove of actionable information. Industrial tech firms such as Qualcomm, IBM, Dell and Intel are leading the charge into this field of valuable but often times convoluted data. However, for the most part, consumer facing brands have balked at significant investment in this space despite significant marketing implications, noting that “too much data is a problem”.

As I understand it, this article is referencing both the potential for data collection as well as outward facing marketing value in recently and soon to be “connected” consumer goods. A smart refrigerator is specifically mentioned. Concerns on the part of marketers are dually centered around the difficulties of identifying relevant data and effectively integrating marketing content into spaces and devices where consumers are not accustomed to encountering ads. Additionally, projections for ROI are shaky at best. It should also be noted that smart phones and mobile devices (oftentimes remote controls for other smart devices) will certainly play a large role in the mobilization of this sort of marketing strategy.

Industrial companies, unfettered by consumer opinion are able to focus on system improvements. Using IoT data to imporove things like fuel efficiency or safety. Consumer facing use of IoT data is largely “one offs and gimmicky” with the exception of some fitness devices, car technologies and specific features to the LinkNYC public internet program. However, as investment in mobile marketing strategies continues to increase, I expect the investment in more in depth IoT technologies to follow. Which leads me to my two questions:

  1. What sort of native strategies could you see marketers and advertisers employing to effectively integrate ads into new and unusual places?
  2. How soon will we see these kinds of marketing efforts?

Link: http://www.adweek.com/news/technology/big-tech-firms-are-ready-internet-things-even-if-marketers-are-not-169859