It has been a happening week on Digital. There was an end brought to the epic battle between Free Basics by Facebook and Net Neutrality advocates in India. We saw Hulk chase Ant-Man in a micro-action-sequence for a can of Coke Mini. And zero gravity ruled social media (particularly Facebook) with OK Go’s new music video “Upside Down & Inside Out”. Also, Twitter and its troubles!
Hulk and Ant-Man battle it out for a can of Coke Mini
Coke always find their way. This time, it is a Marvel stitch. Coca Cola released their commercial video for Coke Mini, starring Marvel Cinematic Universe’s Hulk and Ant-Man. The integration is straight Marvel and their title formula of enjoyable CGI action with pun, funny liners in between. This new Coke Mini ad is no exception to the formula but fits well good. See for yourself!
Facebook, not YouTube, is the primary viewing platform for OK Go’s viral music video
Hurling a series of astounding videos way back in 2009, OK Go an American rock band came on stage with their debut. Since then they went on giving a heart-throbbing performance, but this time, they are bound to cause a viral explosion on social media platforms. Their new video release, “Upside Down & Inside Out” takes their performers on board in a zero-gravity airplane.
Hello, Dear Ones. Please enjoy our new video for "Upside Down & Inside Out". A million thanks to S7 Airlines. #GravitysJustAHabit
Posted by OK Go on Thursday, 11 February 2016
The video features four members and two acrobatic air hostesses’ executing one of their signature grooves inside the plane. Featuring, bright shades with official attire, disco balls and broken pinatas added more colour to the video. Moving towards the best part of the video is their choice of online platform. The band OK Go went with Facebook instead of YouTube as their official video screening podium. The clip uploaded on YouTube redirects to the status of one of their singer Damin Kulash, who is encouraging viewers to check out the music video on Facebook.
Creating new connection directly to fans were their reason to choose Facebook before YouTube. Not to forget Facebook has been actively working to increase ad revenue for video content creators. The video is creating buzz and so were their partner Russia’s S7 Airlines. The music video has generated about 2.6 million views in its first four hours on Facebook and currently it has 19,918,861 views much more than 222,053 views on YouTube.
No growth in active users for Twitter between Q3 and Q4
Q4 of the fiscal year was very special for Twitter. After struggling long with its baggages, Twitter decided to go mainstream with their first TVC campaign. The campaign highlighted Moments, a new addition to their product banked upon by the company. But not much changed!
During their earnings call on Wednesday, Twitter CFO Anthony Noto called for Q4 “historically has been our seasonally worst quarter, and this Q4 was no exception to that”. As per their numbers, Twitter reported a 320 million monthly active users base in Q3. Unfortunately, the number remained the same for Q4 as well. For new active users joining in, there were users ditching out on Twitter in bad figures. Twitter also announced that they made $641 million in advertising revenue. 85% of the amount was from mobile.
Facebook shuts down Free Basics in India
It was tragic. A lot was done and said against Facebook during the infamous debate of Free Basics and Net Neutrality in India.India’s telecom regulatory TRAI barred telecom operators to manipulate charges for Internet, basis the content consumed. After the decision calling out a victory for those in favor of Net Neutrality, Facebook was left with no option but to shut down Free Basics in India.
Facebook had invested a lot of money in different partnerships and outdoor & mass media advertising to promote Free Basics in India. After this defeat, their India head Kirthiga Reddy decided to step down from her position to move back to U.S. The company’s board member and popular investor Marc Andreessen later got roped into public outrage for his tweet regarding India.