Welcome to FWM Digital Bytes, where we discuss all the biggest digital marketing and digital media news doing the rounds. This week we look at Sky’s new pay-per-view online movie service and how Starbucks stirred up a storm in a coffee cup…
Sky launch NOW TV to take on Netflix and LoveFilm
Pay-Per-View films are hardly a new phenomenon, but the digital age is taking them out of the hotel rooms of bored businessmen and putting them at the core of how we consume entertainment. Netflix and LoveFilm are currently duking it out with their online services available through smart TVs, computers and games consoles, but Sky are attempting to extend their televisual dominance in this direction too. This week they launched the beta version of NOW TV, where you can pay to watch films like The Woman In Black, War Horse or John Carter on TV, computers or Android devices. They’ve got plans to add sports and TV shows later on, as well as opening it up to iOS devices and games consoles later in the year, potentially giving people the chance to pay to watch their content without having a Sky subscription (or even a TV). Is this the start of the future?
Starbucks lose friends and alienate people in Argentina
Making apologies via social media is a tricky skill because of the ease of misinterpretation and the speed at which one error can be spread around virally. Starbucks found this to their cost this week in Argentina when a supply issue meant that they ran out of branded cups for their coffee. They took to Twitter to apologise for this rather minor inconvenience and ended up getting themselves into hot water when their slightly clunky message appeared to suggest that the apology was for using local cups rather than the usual imported ones. Soon #pedimosdisculpas (#weapologize) was trending in Argentina as customers speculated about what they’d be apologising for next. Of course, what Starbucks ended up doing was apologising for their first apology
‘Win’ the French Trophee Des Champions!
Augmented reality is becoming more and more a part of our lives these days, letting us ‘see’ what a new sofa might look like in our living rooms, etc. It’s also giving us the chance to emulate our sporting heroes and fans of French football will get the opportunity to do that later this month. The Trophee Des Champions is their equivalent of the Community Shield, and this year will see champions Montpellier take on Lyon at the Red Bull Arena in New Jersey (an event in itself, as the first time it’s ever been played in America). The winners won’t be the only ones to get their photo taken with the trophy, though, as an AR app by GoldRun gives fans the chance to do the same. They had previously done a similar thing with the Super Bowl trophy and rings earlier in the year, and this looks like a trend that can grow and grow.
Greenpeace run spoof Shell campaign
Shell’s Arctic Ready campaign became a social media PR disaster this week when they asked supporters to come up with taglines to go with cutesy photos of Arctic landscapes and animals, only to find that they all replied with very off-message comments about destroying the environment. Except that this wasn’t a Shell campaign, it was a Greenpeace one made to look like it was a social media car crash for the oil giants. Done in collaboration with the Yes Men, it was actually a clever way to spread Greenpeace’s message by tricking people into sharing it around Twitter and Facebook, along with disbelieving comments about how Shell had shot themselves in the foot with it. So, now that we’ve had a spoof ‘social media campaign gone wrong’, how long before we get a spoof of a spoof (of a spoof)? And how will we even be able to tell?
Facebook users just can’t get no satisfaction
The American Customer Satisfaction Index has published its E-Business Report for July, and it contains bad news for Facebook, which has seen its level of customer satisfaction drop from 69% to 61%. Even worse, Google+ has shot into the lead of the social media category in its first appearance there, with 78% satisfaction levels from its customers. Other newcomers include Twitter (64%), LinkedIn (65%) and Pinterest (69%), while Wikipedia came level with Google+ on 78%. So what can we read into these scores? Facebook’s audience may have more grumbles about Timelines, etc, but are they really more unhappy than your average Google+ customer? That probably depends on whether you class an average Google+ user as someone who signed-up and has never been back or someone who spends their lives in various Hangouts…