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Radar 10am One Thing: Re2pect

Regardless of whether or not you’re a baseball fan, the name Derek Jeter should ring a bell. Jeter, one of Major League Baseball’s greatest, is playing his final season as a professional. The proud Yankee has played the game with honor, grace, and respect. This season, people across the world are paying their respects to the great #2 with a tip of their hat. The latest video from Jordan brand shows all those who are tipping their hats to “The Captain.”

The spot features fans, celebrities, and athletes all tipping their hats to Jeter. It has amassed nearly four million views in just two days. While a final season of any legend’s sports career is followed, this one is particularly special. With social media being such a prevalent part of everything these days, conversation about Jeter is booming, largely thanks to the #re2pect video. Since the release of the spot on July 14, the hashtag has already received over 350k mentions on twitter and Jeter mentions went from about 50k a day up to nearly 500k.

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Radar 10AM One Thing: Amnesty International Citizen Evidence Lab

Over the past few years, we’ve seen citizen journalism transform from a minor influence on mainstream media to a go-to source of information.. Thanks to always-connected smartphones, this type of reporting isn’t just reporting on news after the fact but providing near-real time video reports of disasters, atrocities and more, from remote regions to major centres.

The price of this influence is authenticity. Fake videos are being shared, or older videos unearthed, in attempt to control the flow and path of the information.

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Netflix use of tropes demonstrates, “You gotta get it, to get it.”

Netflix, the world’s leading Internet television network, continues its use of tropes in its latest Canadian brand campaign to demonstrate the value it provides to viewers.   The creative platform, “You Gotta Get It, To Get It” first launched in December 2013 with the television spot “Pep Talk,” which recently won Gold at the 2014 Marketing Awards, a Bronze Film Craft Lion at the Cannes International Festival of Creativity, and inspired Coach Vigneault’s own pep talk to the New York Rangers going into Game 4 of the 2014 Stanley Cup series.

Developed by DDB Canada’s Vancouver office, the new campaign creative launched on June 23, 2014 with three humorous television and online spots Proposal, Test Results and Airport whose narratives play on iconic scenes and wonted plotlines from popular movies and television shows.

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Radar 10am One Thing: Oculus Thrift

At our Radar 10am sessions, we talk about the Oculus Rift a lot – it seems like every week, there is a new and interesting use for the device. The problem is that it’s still only shipping dev kits, and even when they do come out they won’t exactly be portable and within reach for the average person.

That’s why we like Google Cardboard, dubbed “Oculus Thrift.” instead of relying on a entirely new piece of technology, it takes advantage of one that most people already have: their smartphone. Download an App, drop the phone into an easily-constructed cardboard headset and you’re ready for the exciting world of virtual reality. The app uses the phone’s built-in motion tracker as well as its compass to make the experience come to life. Google Streetview and Google Earth (letting you fly around the world) are two of the most interesting features on the Cardboard App, and we’ll probably see more soon.

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Radar 10am One Thing: Clickhole by The Onion

Do you read/watch carefully before you share “breaking news”, viral videos or listicles on your social networks? You may want to start: a parody might be buried behind that catchy headline. The Onion has launched Clickhole, the ultimate parody site of click-bait kings BuzzFeed, Daily Mail and Upworthy. A collection of quizzes (Which Lion From ‘The Lion, The Witch And The Wardrobe’ Are You?), listicles (8 Ways To Dial Up Your World Cup Party From 0 All The Way To A 3 Or 4) , viral videos (This 43-year-old Man Won’t Let Himself Be Defined By Barbie’s Beauty Standards) and misleading “news” (Stanley Tucci’s Racist Tirade: Our Take If It Ever Happened), Clickhole exists with a singular goal: all web content deserves to go viral.

Of course, as marketers we know that not all web content is worthy of hundreds of thousands of clicks. Clickhole’s creation signals that we may be reaching critical mass as far as “viral content” goes, where click baiting has become the new normal instead of relying on truly innovative content. With this strategy being copped by news outlets, advertisers and bloggers to help drive clicks, it’s only natural that it may become less effective as users become more skeptical. Clickhole’s creation may open the door for the next Internet era – beyond the click bait.

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Get ready to fall in love. McDonald’s® Canada introduces a smart app that really gets you.

With a myriad of mobile apps being launched each day, it’s a must for brand apps to offer something that provides true value and an enhanced customer experience to encourage people to find real estate on their phone. With that in mind, McDonald’s® Canada, in partnership with Tribal Worldwide – Toronto, has unveiled a new smart app that incorporates user-recognition technology to give its customers even more reasons to say “I’m lovin’ it”.

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Radar 10am One Thing: Dear Kitten

As a cat, would you rather dehydrated brown niblets or food so special it has to be kept in little armoured metal casing? That’s the question posed by an older, wiser cat while (begrudgingly) welcoming a new kitten to his home – from the bedroom, to the underwear drawer, the shoe collection and “up”. Narrated in a sardonically hilarious fashion from internet celeb and EVP Video at Buzzfeed, Ze Frank, this three minute exposition is actually a very lightly branded commercial for Friskies cat food, scripted and produced by BuzzFeed as part of its branded content offering. We last saw Friskies and Buzzfeed team up to create The Cat Internet, back in September 2013.

With almost 9m views in a week, this shows that all you need to succeed on the internets is a very cute cat but, beware the monster “vack-hume” and the elusive red dot.

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Radar 10am One Thing: Playtimer

Let’s say you have 3 hours at home in the evening with your family. How much of that time is spent checking your emails from work? How much is spent playing with your 4-year-old child?

Too much. Not enough.

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Radar 10am One Thing: Drop

Baking is an art.  It requires precise quantities, attentiveness and the kind of care a precious few possess.  Ever tried to bake muffins but have no butter?  No vegetable oil? Or worse yet – you have these things but you don’t have enough?  The situation calls for altering the recipe but then said recipe turns out flat, crumbly or worse – tasteless.

Enter Drop – the bluetooth connected scale and companion app that remove the need for measuring cups completely.  Too good to be true?  Not at all.  One simply needs to place the mixing bowl on the Drop scale, specify the recipe and the Drop uses weight based calculations on your ingredients to tell you (yes, it tells you) when you have mixed enough of your flour, sugar, baking powder, etc.

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Radar 10am One Thing: PornHub Campaign

How do you advertise an illicit product, through mainstream media, without being censored? That was the challenge facing PornHub and one they passed onto the masses in the form of a contest.  The brief, to “spread the word that porn has something for everyone, and PornHub should be the go-to site for free videos (…) by promoting PornHub through a G-rated ad campaign without risk of offending, while still being a bit cheeky and fun”.

The contest ran from mid-February to March 31st and after pairing down the submissions to a handful of finalists the contest is now in its final phase – user voting.  The winning submission will receive a one-year paid contract as PornHub’s Creative Director.

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