With Super Bowl LVI just weeks away, several brands are already launching advertising efforts to build hype around their campaigns ahead of game day. State Farm is one company that won’t advertise in the Super Bowl, however – despite airing its first-ever Super Bowl ad in 2021, the insurance company has decided to devote its efforts to creating a challenge TikTok instead.
For the company’s #TeamStateFarm TikTok challenge, the character “Jake from State Farm” shares a Superbowl and a sports-themed message to attract auditions from TikTok users who hope to star alongside him in State’s next commercial Farm:
@jakefromstatefarm Follow me, #duo this and use #TeamStateFarm & #competition ♬ original sound – Jake from State Farm
“Rather than just focusing on one day and a traditional on-air spot, which admittedly was a huge success for us last year, we decided to tap into the continued excitement of #TeamStateFarm to extend the commitment from the regular season to the playoffs and beyond.”, Alyson Griffin, vice president of marketing for State Farm told Adweek. “” By tapping into the TikTok creative community, we see this activation as a chance for State Farm to present itself in a dynamic and completely unexpected way while further sharing our “good neighbor” values.
Here are today’s top stories:
Intel explains its investment in a new chip manufacturing site in Ohio
Intel has announced that it will spend at least $20 billion to build a 1,000-acre chip factory site near Columbus, Ohio, which the company says is the “largest chip manufacturing site in silicon of the planet”. According to Intel, this site will help boost production of semiconductor chips and address supply chain issues that are plaguing many manufacturers. The company has pledged an additional $100 million to launch regional partnerships with educational institutions that will help build a talent pool and promote research programs.
“We put our chips on the table“, Patrick Gelsinger, CEO of Intel joked at a White House event announcing the project.
“The impact of this investment in a mega-site will be profound,” said Keyvan Esfarjani, senior vice president of manufacturing, supply chain and operations at Intel. “A semiconductor factory is not like other factories. Building this semiconductor mega-site is like building a small town, creating a vibrant community of support services and suppliers. Ohio is an ideal location for Intel’s expansion into the United States due to its access to top talent, its strong existing infrastructure, and its long history as a manufacturing powerhouse. The scope and pace of Intel’s expansion into Ohio, however, will be heavily dependent on CHIPS funding.
What this means:
Intel’s news about its manufacturing site comes after the Creating Helpful Semiconductor Production Incentives for America Act, or CHIPS Act, passed a bipartisan vote in the Senate, but has been embroiled in the House amid fighting over President Biden’s ‘Build Back Better’ agenda. Coming a year later, the news from this Ohio site is coupled with a commitment from Intel to respect its end of the public/private partnership ($20 billion and an additional $100 million), in hopes that Congress will finally pass the $52 billion in subsidies for the industry. .
Gelsinger’s most-quoted lines, such as “chips on the table,” demonstrate how a sound phrase can create a sticking point for your statement’s key messages to resonate with the general public. Esfarjani’s words about the importance of a “small town” and a “vibrant community” further humanize the massive enterprise by emphasizing the American people and the region that will benefit from the investment.
A new survey from Go Verizon found that 81% of people are more concerned about their privacy on social media than they were last year. Sixty-nine percent have deleted or considered deleting a social media account due to recent social media data breaches.
Despite widespread concern, only 53% of social media users said they create unique passwords for each of their accounts.
After a year that included pipeline hacks, customer data breaches and more, these numbers show that the public cares about data privacy, but still isn’t taking all the necessary steps to protect their data online.
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Snap Inc. has responded to a lawsuit alleging that a young user committed suicide after becoming addicted to the app and “struggling with the ill effects of social media”. The lawsuit also names Meta, who did not provide a statement.
“We are devastated to learn of Selena’s passing and our hearts go out to her family. While we cannot comment on the specifics of active litigation, nothing is more important to us than the well-being of our community,” said a Snap spokesperson, “In fact, Snapchat helps people connect with their real friends, without some of the public pressure and social comparison features of traditional social media platforms, and intentionally makes it difficult for strangers to contact young people.
Social media platforms are coming under closer scrutiny from regulators and watchdogs as research has surfaced about their negative impact on young users of their platforms. Meta, the company formerly known as Facebook, has come under heavy criticism after a whistleblower leaked internal research that showed the company knew young users posed risks to mental health on its platforms.
The lawsuits are a new wrinkle for companies, which are protected by a 1996 law that exempts internet companies from liability for content posted online.
“Snapchat helps people connect with their real friends, without some of the public pressure and social comparison features of traditional social media platforms, and intentionally makes it difficult for strangers to contact young people,” the spokesperson said. Snap. “We are working closely with many mental health organizations to provide integrated tools and resources to Snapchatters as part of our ongoing work to keep our community safe.”
The lawsuit reminds brand managers to be wary of how their messages appear online and how they could be linked to experiences that are causing real harm in communities around the world. For ad buyers and organic social media managers, tough questions need to be asked about whether you’re doing enough to protect young users in your digital community.
PR Daily Leadership Network Announcement
PR Daily launches the PR Daily Leadership Network, a unique Ragan Communications member group offering peer-to-peer counseling and team building as well as a unique list of resources and events to help PR professionals overcome the noise, to increase their visibility and forge meaningful connections.
The network provides daily news and coverage on a range of topics, including media relations, social media, measurement, diversity, equity and inclusion, branding, thought leadership and crisis communications.
“The rapid pace of change, coupled with the demands on public relations professionals to protect and sometimes defend their company’s reputation, requires leaders to tap into the wisdom of other communicators and continue to learn and grow. “, says Diane Schwartz, CEO of Ragan. Communications. “The PR Daily Leadership Network provides the answers, but also encourages members to challenge the status quo and push for positive change.”
Visit leadership.prdaily.com to learn more.
CVS Health CEO shares thoughts on brands taking political stances
In an interview with the New York Times, Karen S. Lynch, CEO of CVS Health, explained the integration challenges of leading the company in the midst of a pandemic. Lynch highlighted the company’s purpose as a strategic North Star, acknowledged labor shortages and the company’s plan to raise the minimum wage for its employees to $15.
Lynch also shared his thoughts on when CEOs should get involved in politics as the messaging leader for their organization.
You don’t want me to talk about politics. I care. I think there are certain times when I think CEOs should step in, when they affect their companies or their employees. And there are times when it’s none of our business. It’s a delicate balance. We need to ensure that your first interest goes to your colleagues, your customers and then your shareholders, and to ensure that you are doing what is right for them.
Why is this important:
Coming nearly a year after Lynch became CEO of CVS Health, this interview offers her a chance to demonstrate everything she’s learned on the job since. It also shows how Purpose and Values can be an essential guide for your organization’s leaders in developing your communications strategy.
It’s a good lesson for brand managers who are increasingly pressured to weigh in on the latest cause of the day. The public doesn’t want your brand to choose a political fight so much as to defend its values in the marketplace of ideas.