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Beginning of content

The Loop Vol. 1 No. 37
Snapchat, Hostelworld, Georgia Pacific and more!

WINS

#LIFEINHEL(SINKI)

LIFEINHEL(SINKI)

If you've been in an airport you know, we avoid spending extended time there at all costs. Well, Chinese influencer Ryan Zhu has agreed to live in Helsinki Airport for 30 days, in what airport operator Finavia's calling the ‘world's longest layover'. Created with Gary Carter, co-creator of Survivor, the #LIFEINHEL campaign will have Zhu try out the airport's facilities and complete challenges, while determining if Helsinki Airport deserves its best-in-the-world ranking. With dedicated social channels and a live stream throughout, the world can follow Zhu through his 720 hours of HEL. And it makes sense that Finavia is targeting Chinese tourists: in 2016, 3% of all travelers at Helsinki Airport were from China, second only to those from Europe. What a great spin on an influencer-led experiential stunt, we say. Tune in starting October 10! SEE IT HERE >

  

WELCOME TO THE WORLD OF AR!

WELCOME TO THE
WORLD OF AR!

Remember the lovable 'dancing hot dog' that gripped our hearts with his sweet, sweet rhythm and dance moves? Well, Snapchat now offers their augmented reality (AR) world lenses to brands, as announced at Advertising Week New York last week. 3D World Lenses bring tailor-made AR content to life, featuring brand mascots or products that appear as real objects in real-world settings. While launch partners Warner Bros' and Bud Light's lenses currently lack the charm of the body-popping hot dog, you can expect to see this highly interactive feature all over your Snap feed in the very near future. Until then, we live in hope of the dancing hot dog's return... #RIPDancingHotDog #LordoftheDance. SEE IT HERE >

 

FAILS

AINT NO LOVE IN THE HEART OF THE HEALTH CODE

AINT NO LOVE IN THE HEART OF THE HEALTH CODE

Baked with ‘love' is officially no longer a thing, according to the FDA's product labeling requirements. Nashoba Brook Bakery was just cited by the U.S. government agency for several health code violations in their Massachusetts facility, and for listing ‘love' as an ingredient in their granola. While the artisan bakery defends the latter, saying the agency is “silly” for thinking it could deceive consumers, the FDA argues ‘love' is a fabricated ingredient that must be replaced with one of a “common or usual name” (aka, something real). The agency also argues that the bakery's bigger violations, including insanitary equipment conditions that could lead to “adulterated foods” that are “injurious to health”, are a much more important battle to fight here. Um, #AGREED. We're all for spreading love – but not if it's code for contamination! SEE IT HERE >

 

SNAPCHAT AD FORECAST CRUMBLES

SNAPCHAT AD FORECAST CRUMBLES

Snapchat was dealt another blow this week, as eMarketer forecasted they're to make $127 million less than expected this year. #OhSnap! The research firm said they lowered the tech company's ad revenue estimates as it still “remains in the experimental bucket for many marketers”. This news surely won't sit well with many of Snap's new Wall Street investors, especially amid reports that saw their user numbers are slowing significantly, along with current ad revenue. The decline leaves us asking - will the previously mentioned sponsored 3D World Lenses help save Snap, or will Instagram continue to dominate them into social submission? SEE IT HERE >

 

WEIRD

SAND IN YOUR SHOES... AND EVERYWHERE ELSE

SAND IN YOUR SHOES... AND EVERYWHERE ELSE

You know the drill – after a day at the beach, you end up bringing half of the sand home with you and continue to find it for weeks to come. It seems that this has inspired online booking site Hostelworld, who just created a life-sized hostel made entirely out of sand. Four meters tall and constructed with 24 tons of sand, the hostel contains one private room and an eight-bed dorm. Located in Kurrawa Beach, Australia, you won't have to worry about your hostel room having beach views when it's built on the beach – problem solved! While the prospect of a sandy bed is an uncomfortable one, the launch has created quite the (sand) storm online, with waves of editorial coverage and countless travelers desperate to secure one of the limited accommodation slots over the hostel's three-day opening. SEE IT HERE >

 

"THE FUTURE OF WIPING" IS HERE, PEOPLE

Let's round out this issue of The Loop on a personal note, shall we? Georgia Pacific, one of the world's leading manufacturers and distributors of personal paper products, debuted an innovative new self-cleansing system called Hyba by Quilted Northern – with an ad that's definitely worthy of our ‘weird' designation. In the ad we see a gloved hand rise from an about-to-be-used toilet, handing a clueless gentleman the device – a glorified toilet paper holder, complete with a touchless water spritzer for wetting your TP before use. While we appreciate the invention's purpose – an answer to the growing popularity of wet wipes vs. old school TP in the US (and subsequent city sewage pipe destruction via clogs) – this ad is just plain weird. SEE IT HERE >

 

BONUS BITS

Wendy's and Wingstop got into an epic rap battle on Twitter

Instagram adds polls in Stories + new creative tools

Ikea has bought TaskRabbit

Lyft journeys to the moon with Tilda Swinton and Jordan Peele

Keurig taps James Corden to spark sales of its newest brewer

Microsoft teams up with Jaunt and Cirque du Soleil director McDonald for interactive VR film

Women rule the world in Sally Hansen's 'Shetopia' campaign

Top Influencers are using Snapchat 33% less, according to new study [Infographic]

Tinder taps comedian Whitney Cummings to launch ‘Reactions’

Google is using donuts to lure people to its pop-up Home Mini showroom tour

Become instantly multilingual (and more) with Google Pixel ear buds

Absolut created seven beautiful murals around the world in one night