Morning Update: New Game of Thrones poster a spoiler?; Google tests your light and dark side; Carlsberg offers best job in world

Creativity: Google’s ‘Star Wars’ Promotion Asks You to Choose Between the Light or Dark Side

Google is the latest to join in the Star Wars hype with a new promotion that recasts its various offerings — from YouTube to Maps to Chrome — in the spirit of the Dark Side or the Light Side, depending on where your allegiance lies.

Today, the brand debuted on Youtube “Awaken the Force Within,” which shows various clips illustrating various pop culture moments around the Light Side and the Dark Side. Ultimately, it asks viewers to pick their side on the, where they’ll have the option to switch their personal Google “universe” to reflect their choice.

Mumbrella Asia: Carlsberg Singapore ‘best job in the world’ ad offers beer taster S$10k for four hours work

If Carslberg did meeting roomsCarlsberg has advertised what it describes as “the best job in the world” in a campaign in Singapore, promising the lucky applicant a salary of S$10,000 (US$7,000) for four hours of work as a “beer taster” and brand ambassador.

Applicants need to explain what makes them the perfect beer taster in 140 characters, correctly answer questions about Carlsberg’s advertising slogan and suggest a name for a beer.

“Carlsberg don’t do meeting rooms, but we can offer you probably the best job in the world,” a flyer from the beer brand reads on its microsite.

DigiDay: Agencies react: Snapchat opens the door to audience targeting   

Advertisers can’t resist Snapchat’s highly concentrated young audience. But the messaging app has been losing favor with marketers who want the same campaign reporting data and targeting they get from Facebook and Google.

Snapchat has cracked open the door to targeting, though. For the past month, it’s been letting advertisers buy audience bundles that package different publisher channels in Snapchat’s Discover section, grouped by theme. The “audience bundles” as the packages are simply called, are designed to let advertisers match their creative to specific themes.

AdAge: What Telcos Can Teach the Digital Ad Industry About Convergence

The convergence of digital and linear business models and operations may be the hottest and most important strategic topic in the digital ad business today. Certainly, it is changing how major stakeholders — publishers and media properties, brands, advertisers and agencies — view the industry’s immediate-term growth horizons and the longer-term outlook. Major, long-term disruptions appear inevitable.

Digital publishers see convergence as a way to tap into the much larger budgets associated with traditional brand advertising and to give their advertisers fuller visibility and broader reach into and across all segments. That is a potentially huge advantage, though considerable work is required to gain it. A relevant historical precedent — the telecom industry in the mid- to late-1990s — provides four lessons for digital media and publishing organizations sorting through the implications of convergence:

The Guardian: Disney hands over keys to kingdom with launch of online TV service

Disney has unveiled its eagerly anticipated new family-focused subscription streaming service, DisneyLife, launching in the UK first ahead of a global rollout.

The new service, launched days after YouTube launched its own kids app in the UK and Ireland, brings together the Hollywood giant’s trove of kids’ content, from Bambi and The Jungle Book to Pixar’s Toy Story franchise and more modern blockbusters such as the Pirates of the Caribbean series.

DisneyLife will also be the home of content including over 5,000 music tracks from properties including High School Musical and Frozen, books based on hits including Cars and Winnie The Pooh, and more than 2,000 episodes from TV box sets.

AdWeek: HBO’s New Teaser Poster for Game of Thrones Has Fans Absolutely Freaking Out (contains possible spoilers)

If you watched the most recent Game of Thrones finale, you’re probably going to be a bit shocked to see the poster for next season.

(I’m not really sure how to avoid potential spoilers here, so if you’re not caught up on the series, you might want to go find something else to read about for a bit.)

In the poster, Jon Snow’s not looking great, but he’s also not looking … very dead. Since HBO’s version of the series has now caught up with George R.R. Martin’s books, even die-hard fans of the novels aren’t sure what to expect from the next season, so this poster is quite a bold way to market the next season.



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