June 25, 2016

The Weekly Wins: Brands explore all possibilities

WRITTEN BY: Michelle Knight

While some unions are cutting ties others are forming them. This week the digital world is all about changing relationships, Snapchat get’s into the magazine business, Bumble and Spotify swipe right, Google partners with Harvard Mayo Clinic and releases their rules for AI, and Virtual Reality has a “Hiddleswift- style” love affair with Travel.

It’s Friday and everybody deserves a tasty beverage. Take a seat, tap yourself on the back (in private) and reflect on this week’s top digital marketing news.

1. Snapchat go beyond mobile.

Are you ready for ‘Real Life’ – Snapchat’s new magazine? According to psfk this publication will be all tech. The move from mobile to desktop seems strange, along with the content shift. Snapchat is famous for its user-generated video stories, but ‘Real Life’ will mainly feature independent text. ‘Real Life’ will be launching on June 27th and could mean a more fertile place to advertise.

2. Bumble and Spotify both swipe right

This collaboration will give this female-led dating app another layer, adding to what some might call a ‘shallow’ dating experience. Bumble users can now connect their profile to a Spotify account to let potential suitors get a taste of their artists, genres and songs. Protecting the singles from 5-hour road trips listening to Slipknot (sorry Slipknot!). According to TNW, ‘we are but the sum of our most embarrassing playlists’.

Music has such convening power and we’re excited to see what insights come from users connecting based on a shared love of music.

3. Dr. Google

The moment you enter your symptoms into Google ready yourself for terrible news. It could be cancer (of some sort) or some tropical disease that there’s really no possible way you could have contracted. Google search is not for the anxious mind of somebody in bodily discomfort. That is why Google have partnered with Harvard Mayo Clinic. In a recent Venture Beat article it discusses this partnership and the fact that one percent of all searches on the service are “symptom-related”, which is quite significant. So, Google, their lawyers, and doctors developed a list of symptoms and then consulted Harvard Medical School and Mayo Clinic experts to evaluate the results.

Ask Google

4. Five rules for AI safety

CNET released an article about Google’s five rules for Artificial Intelligence safety. According to this article Google’s, Chris Olah, has spelled out the five big questions about how to develop smarter, safer artificial intelligence. They go something like this; avoid negative side effects, reward hacking, scalable oversight, safe exploration, and robustness to distributional shift. If, like me, you need to dive a little deeper this is worth a read.

These are all forward thinking, long-term research questions – minor issues today, but important to address for future systems.

5. Tourism and V.R. a match made in heaven

Finally V.R. is breaking out of its ‘gaming’ reputation and extending to Travel, Movies, Live Events, and Home Design. In a MediaPost article it actually states that ‘based on current consumer interests, gaming is actually at the bottom of the list’, with tourism at the top of the list at 74%. And, of consumers who have use virtual reality, apparently 86% rate their experience as positive. This is good for V.R.