In brief: Coke's Diesel lookalike, Apple Watch apps get smarter

In other news: Apple rolls out new streaming music service ... Time Inc. celebrates first birthday with campaign ... The little YouTube ad that could.

From the Campaign family:

Time Inc. reaches out to marketers with first-anniversary campaign. One year after its spinoff from Time Warner, Time Inc. today announced a US campaign to showcase to media buyers an array of brand opportunities beyond its print roots. "Open the Experience" was created by Gyro, Time Inc.’s agency of record since December 2014. It shows off the ways in which consumers connect with Time’s brands across platforms. The campaign includes print and digital publications as well as OOH placements in Los Angeles and New York.

Did Coke campaign crib from Diesel? (Marketing) Readers of Marketing have taken to Twitter to point out similarities between Coca-Cola's new 'Choose Choice' campaign and a five-year-old ad by fashion brand Diesel. According to some industry people, there is a resemblance between Coke's ad, created by Ogilvy Amsterdam, which launched last week, and Diesel's 'Official Be Stupid' campaign from 2010. Both ads use the same track, "Honeytrap" by We Have Band and use a bold, text-heavy creative. 

How to make one of history's greatest YouTube ads. (Marketing) YouTube celebrated its 10th birthday by asking fans for the greatest viral video of all time. The result saw Turkish Airlines take the most votes for its Kobe vs Messi Selfie Shootout ad. It also included serious game-changers like Always' "Like A Girl" Super Bowl ad, to the more rough-and-ready Dollar Shave Club's "Our Blades Are F**king Great." It also features Orabrush, first released in 2009 and one of the older ads on the list. Orabrush sells tongue scrapers, which may be even less sexy than a toothbrush, but came to viral fame for its up-front tutorial on being able to tell when you have bad breath. Jeff Davis, former Orabrush CEO and now video marketer at Molio, spoke to Marketing about how a tongue cleaner became an early sensation.

Microsoft ad VP talks targeting. (Campaign Asia-Pacific) Microsoft is touting "hyper targeting" of users across multiple screens based on factors such as the service they're using and their location, as it works to heighten its appeal to advertisers as part of Microsoft's transformation under CEO Satya Nadella. Hyper targeting, according to Frank Holland, Microsoft VP of advertising and online, should make the company's advertising platform as easier choice for marketers to make. "If you have a platform like Facebook, you don’t have to worry about context," he said. "When you work with our products, it is so varied­ — you could be playing an Xbox game or Skyping — and we wanted to make it easier for marketers to buy from us." In the coming months, the company will launch several platform advancements in this space, Holland said.

How brands can score during NBA FInals. (PRWeek) During the NBA Finals, look for marketers to use two moves: leveraging star players LeBron James and Stephen Curry and integrating relevant content into their social media strategies. The Golden State Warriors and Cleveland Cavaliers will face off in the first game of the series on Thursday night. The 2014/15 edition of the Finals is drawing "intense interest" among fans and non-fans alike because of the compelling matchup between the Cavaliers’ James and Warriors guard Curry, says Dan Gadd, director of digital strategy at Taylor. "It’s obviously never just one player versus another," explains Gadd, "but there’s definitely a mano a mano thing going on with Curry and [James] that people are interested in." Both players have tremendous endorsement value and numerous sponsors, notes Matt Saler, director of sports marketing at Imre.

Around the web:

Apple tunes up music streaming at WWDC. (Wall Street Journal) Apple unveiled Apple Music — a new subscription-based streaming service and an ad-supported online-radio offering — in an attempt to change how people buy and listen to music. The move comes as Apple aims to counter the slowdown in music downloads, a business it pioneered more than a decade ago with iTunes. Apple Music will be available on Apple devices beginning June 30. The company will offer a 3-month free membership, after which the subscription will cost $9.99/month. There is also a family plan that will charge $14.99 a month for up to six family members.

Apple Watch apps go native. ( Apple CEO Tim Cook said that an update to the Apple Watch operating system, dubbed WatchOS, will offer new tools that developers can use to tap into the smartwatch's hardware, including its sensors and heart-rate monitor. Currently, software makers have to augment iPhone software in a way that lets it mirror on the Apple Watch screen, with the iPhone doing much of the heavy lifting. The only apps that have been able to fully utilize the device have been Apple-made apps like Maps and Mail. With these new, so-called native apps, however, third-party developers can create faster and smarter software specifically for the Apple Watch. "This new version will have great new capabilities and bring native apps right to your wrist," Cook said.

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