HBO Max’s TikTok strategy started out with repurposed clips from its content, but recently it has taken a new approach, handing over the account to the creative minds of five college students who were already active on the platform. The streamer promoted an internship opening on TikTok, inviting applicants to create a video about why they’d make a good fit. Out of hundreds of applications, the ones selected spanned majors from theater to advertising and business. The result has been a range of trend-focused, humorous and creative content that has, in some cases, garnered more than a million likes.
- Also in streaming news: In a major restructure, Disney is positioning streaming at the center of its entertainment empire. That involves bringing distribution and commercialization under the media and entertainment distribution group, which will be run by 14-year company veteran Kareem Daniel and will also cover streaming services such as Disney+, ESPN and Hulu.
On Monday Facebook announced that it is explicitly banning Holocaust denial in user content as a result of a “rise in anti-Semitism globally” and a study showing that 25% of U.S. adults (18-39) think the Holocaust was made up or exaggerated or weren’t sure. Searches for Holocaust-related content on the platform will instead direct users to “credible information” from outside sources. The move comes as the platform has been under fire for creating a space for hate groups to thrive.
Alfred Coffee’s cup sleeves have reached mythical status in Los Angeles, attracting brands like Kylie Cosmetics and Nike. Inspired by the name (and the mustache) of the Batman franchise’s Alfred Pennyworth, the brand has always boasted attractively decorated coffee cup sleeves, but starting six years ago, they have also become an advertising venue for other brands. These handheld billboards have hosted promotions for massive companies including Bumble, Postmates, CBS, Nike and Disney.
Wear it on your sleeve: Here’s how a small independent chain built a marketing empire.
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“Today, we have to be thinking of the alchemy of media, creative and technology to get results for clients,” says Ralph Pardo, the new CEO of Hearts & Science, who was appointed last month in Omnicom’s revamp of the media agency. Pardo, a 12-year veteraan at Omnicom, talked with Adweek about the role, his previous position and leadership and the way agencies can help clients through the uncertainty of the present.
Inside the alchemy: Learn about the three-facet “platform battle” that clients need to wage.
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