PayPal claims first Aussie Buzzfeed campaign comparing delivery drivers to Santa
PayPal and Edelman have kicked off what they claim is Australia’s first branded campaign on Buzzfeed with a Christmas themed list titled ‘11 Signs Your Delivery Driver is Actually Santa‘.
The post is only viewable with Australian IP addresses and is promoted through tiles on different areas of the Buzzfeed homepage, as well as through various other social channels
The campaign highlights how the dramatic increase in online shopping over the holiday period will impact on delivery drivers and stems from research carried out by PureProfile, which found more than 70 per cent of Australians are expecting up to six parcels to be delivered to them this this Christmas, with 35 per cent saying this has increased from last year.
PayPal Australia’s Adrian Christie said in a statement: “With more Australians getting their festive needs online, we sometimes forget to acknowledge what has become one of the most undervalued and overworked professions during Christmas – the delivery driver.”
The Buzzfeed content is supported by a radio campaign across Nova, social media content via the PayPal Australia Facebook page and through research-driven media outreach.
Paid media lead at Edelman Australia Alexander Erasmus said in a statement: “Creating simple, sharable content is crucial to marketing success. That’s why we worked with Buzzfeed to promote a serious message in a light-hearted way. And we’re excited to be the first agency in Australia to take advantage of this platform.”
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Thank goodness for the press release otherwise I would never have known this was an ad for PayPal.
Loved the GIFs – hilz!
But not sure what I’m supposed to feel, think or do?
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Would love to see some meaningful stats on this.
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Quite interested in the copyright implications here.
Buzzfeed gets away with using meme content and gifs that belong to other rights holders under a loose ‘editorial’ guise.
But this is clearly using other peoples’ content for commercial purposes. I’d be interested to hear whether Edelman or Paypal have permission from any of the actual content owners and rights-holders to use these gifs in promotion of a commercial brand.
I doubt Paypal would just take someone’s video content to use in a TV commercial, or use someone’s photos in an ad campaign, without getting permission (and paying for it) first.
Yes, the online world is murky when it comes to repurposing of content, particularly as regards gifs and memes, but you would expect major brands to be erring on the side of caution.
This issue of online copyright really has broader implications than just this example. Buzzfeed’s entire native advertising platform is built on brands and businesses doing exactly this. In which case, does the legal risk around copyright lie with Buzzfeed or with the brand?
(Also, I’m not on an Australian IP and can see the list.
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Saw a buzzfeed post on Ja’mie a few weeks ago but I guess that could have been paid for by HBO. Either way, the obviousness and proliferation of paid content is reducing the value of reading buzzfeed posts.
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worst paid buzzfeed i have ever seen. Obviously their Australian team need some training from the US guys
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