The Strategist picks the day’s most relevant and interesting stories about the world of content from around the web. Here’s what you should be reading today
Stella Artois’ Holiday Facebook App
Once a user enters a message, address, and name, Carole, the character in the app, will travel to the home with the help of Google’s Street View and Maps programs. The app is available through December and can be accessed on Stella Artois’ eight local fan pages, along with its worldwide Facebook page.
TBS and DumbDumb Make Subaru’s Branded Content
The New York Times reports that DumbDumb and TBS have teamed up to produce comedy videos that feature the 2013 Subaru XV Crosstrek.
The series, which features Christopher Masterson of “Malcolm in the Middle” and Jonathan Banks of “Breaking Bad” puts the car at the center of the story. The videos will run on tbs.com, along with other TBS-related mobile programs, social properties, and apps.
Book on the Internet From Google Masterminds
Google’s Eric E. Schmidt, executive chairman, and Jared Cohen, director of Google Ideas, are releasing a new book on how the Internet has changed the world, “The New Digital Age: Reshaping the Future of People, Nations and Business.”
The book, due out in April, is about “how to curate an online identity, and it will also predict who will gain power from the Web,” according to The New York Times.
The Content of SAP, IBM, and Sun Life
Content Marketing Institute’s Mark Sherbin highlights the content strategies of three publishing brands: IBM, SAP, and Sun Life.
SAP’s Business Innovation caters to executives and analysts, covers topics like big data, HR, and marketing, and creates/curates its own stories. Midsize Insider, from IBM, is aimed at managers at midsize businesses and IT execs. It “leverages bloggers and influencers to create relevant, brand-agnostic content that appeals to decision-makers at midsize organizations” and contains well-researched, SEO-friendly articles.
Sun Life Financial’s Brighter Life is for consumers who want to learn about how to manage their finances. The content has resulted in more than 8,700 click-throughs to the Sun Life website.
CBS’s Leslie Moonves and His Network’s Digital Changes
The Wall Street Journal’s profile of CBS’s Leslie Moonves discusses the decline of the network’s viewership numbers this fall, as well as the effect that the digital space has on television.
While Moonves built up the network from 1995 to 2002, and has made it number one in the ratings, the 18-to-49-year-old audience has shrunk by 20 percent. This is troublesome, considering that advertisers are clamoring for this demographic’s attention.
The executive is confident about video-on-demand, streaming and digital video records, however, saying that there are millions of views on those instead of regular television.
CopyBlogger on Headers
Brian Clark of CopyBlogger discusses headers and email subject lines and how much they really matter.
While President Barack Obama can send an email with the subject line, “hey,” it might not work for many other people. He argues that in order to be able to do that, it should be something out of the ordinary, and from a trusted source. The email should be worthy of reading.
Until then, email subject lines and headers need to be specific and tell the reader exactly what value he/she will receive from content.
Mashable’s Memorable Marketing Roundup
Mashable has made a list of the 12 most memorable marketing campaigns of this year, which includes the Red Bull Stratos Space Jump, the Dollar Shave Club’s “Our Blades Are F***ing Great” video, and Coca-Cola’s “Move to the Beat of London 2012” commercial. Also on the list was Facebook’s “The Things That Connect Us,” which spawned a bunch of parodies, and Target’s commercials for Black Friday.