In brief: U-Haul drives social conversation; Shake Shack rocks social

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In other news: Ron Paul trolls GOP rivals via Google ads ... Nvidia chief apologizes for faulty specs ... Six myths about creating viral campaigns

From the Campaign family:

U-Haul enhances social conversation. (Direct Marketing News) Marketers for moving equipment and storage company U-Haul say that they needed to find a way to identify their customers' social conversations and address them — quickly. In January 2012, the marketing team at U-Haul began using social listening tools from Sprinklr to pick up on those important conversations happening on social media. Toni Jones, social media director for U-Haul International, says response times are up with about 70% of all issues resolved in a half hour; about 49% are addressed in fewer than 15 minutes.by handing the design process back to the customer.

UK mobile-phone ad banned for objectifying women. (Campaign UK) The Advertising Standards Authority has banned an ad for Kazam Online, the phone's manufacturer. The ASA received eight complaints claiming that the spot was "overtly sexual and objectified women" and "bore no relationship to the product." However Kazam Online said that the ad showed a "well-known scenario – that is, ironing a shirt in your underwear." It also said that it made sure that the spot was not aired during shows that children may be watching.

Six myths about creating viral campaigns (Brand Republic) Unruly's Sarah Wood knows a thing or two about what it takes to create an engaging viral campaign — and it's not always a cat. In BR's video, Woods debunks six of the biggest myths associated with viral success.

India finally beats South Africa at cricket; Star Sports celebrates. (Campaign India) The Indian cable network has tailored ads to each major match the Indian cricket team has faced at the ICC World Cup. This year, India finally prevailed over South Africa, and Star Sports delivered its latest ad to tease the upcoming India-UAE match. This installment features all the characters from the previous films including the jilted supporter from archrival Pakistan who started the whole series.

Lowe MENA wins Pizza Hut's Middle East/North Africa account. (Campaign Middle East) Following a multi-agency pitch, Lowe MENA has won the creative duties of Pizza Hut, a subsidiary of Yum! Brands. The scope of work will include both brand and tactical communication across the MENA region. "We have extremely aggressive and bold plans for Pizza Hut in MENA and are thrilled to be working with a world class agency such as Lowe to take our brand to the next level. We are excited to grow Pizza Hut from the biggest pizza brand in the region to the most loved and look forward to a great agency partnership in order to make this happen," said Claire Wilson, chief marketing officer, Pizza Hut.

Around the Web:

Rand Paul trolls GOP opponents via Google ads. (The Daily Beast) After becoming the first Republican presidential hopeful to campaign on Snapchat, Sen. Paul is using the power of Google to insert his own messaging into searches focused on his potential competition. "For Team Paul, this passive-aggressive trolling campaign is the equivalent of lurking in the back of the room during your opponent’s debate prep and pelting them with spitballs," columnist Olivia Nuzzi suggests.

Pre-IPO, Shake Shack dominates on social media. (Business Insider) According to Goldman Sachs' report on the burger chain, "SHAK does essentially no traditional marketing, but has a strong presence on social media, which speaks to its relevance among Millennials." Check out its performance on Vine and Instagram relative to system sales and overall revenue compared with its bigger competitors.

Nvidia boss responds to false-advertising claims. (GameSpot) Chief executive Jen-Hsun Huang responded to criticisms over the company's description of its GTX 970 GPU, saying his company will "do a better job next time." The statement follows claims that the GTX 970 was falsely advertised through incorrect technical specifications provided to the press.

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