E! News taps fans' fear of missing out with comedic campaign
The E! Network?s news program is playing on consumers? love for staying in the know with an innovative multichannel campaign that shares humorous takes on pop culture via clips on social media, an emoji keyboard and stamps on digital publications.
The network is encouraging consumers to get ?pop cultured? with a series of clips airing on social media, digital platforms and television that feature individuals misinterpreting references to trending topics. E! News is also launching an emoji keyboard application and making its presence known with taglines on popular publications on its mobile-optimized and desktop Web sites.
"Be Pop Cultured is tailored to E! News? young, hyper-connected fan-base and leverages the brand?s universal appeal across every screen," said Jennifer Neal, executive vice president of marketing at E!. "E! News is the most followed entertainment news brand on Facebook, Instagram and Twitter (and combined across all three), with the most socially engaged audience in the category, and E! News? social channels have a combined audience of more than 26 million highly engaged fans, with E!?s total portfolio numbering 65 million.
"#BePopCultured was launched on social media first with support from the talent involved in the campaign," she said. "As the campaign is a celebration of pop culture, we are creating daily social content including videos and using the #BePopCultured idea to relate to trending news topics each day.
"The Be Pop Cultured campaign is clever, fun and timely, and utilizes social and mobile to reach our audience whenever and wherever they are."
"#BePopCultured was launched on social media first with support from the talent involved in the campaign," she said. "As the campaign is a celebration of pop culture, we are creating daily social content including videos and using the #BePopCultured idea to relate to trending news topics each day.
"The Be Pop Cultured campaign is clever, fun and timely, and utilizes social and mobile to reach our audience whenever and wherever they are."
Be Pop Cultured
E!?s new video campaign features funny situations in which people make embarrassing pop culture flubs. For instance, one video features two coworkers discussing Kimojis, but one assumes the Kardashian emoji keyboard is a sushi restaurant.
A tagline appears on the video that says, ?If you think Kimoji is a sushi restaurant then you need to be pop cultured.? The videos are appearing on popular social media apps such as Instagram and online publications with overlapping audiences such as Refinery29 and BuzzFeed.
The E!oji keyboard will feature icons and images related to trending topics in pop culture such as duck lips, selfie stick and a tongue licking a donut.
The campaign is also bringing a popular real world tradition for tourist attractions to the digital world, with taglines on digital publications that reference moments in recent pop culture history. For instance, the Web site for Paper Magazine will feature a stamp that reads ?this is where Kim Kardashian broke the Internet, be pop cultured.?
The tagline is in reference to a photo of Ms. Kardashian that went extremely viral, causing slow loading times and site failures, leading to the phrase ?broke the Internet.?
The campaign will be featured across digital billboards, as well as social media, mobile, digital and TV.
E! News marketing
E! News also improved its video strategy on Instagram recently with branded clips on the social media platform, but most recently its been teasing its upcoming news segments with highlights of what is to come (see more).
Also, the news program built upon its recent advancements in mobile-first content with a live streaming slate set to showcase original series on its Facebook Live platform, capitalizing on consumers' growing proclivity toward second-screen engagement (see more).
"E! News has evolved from a nightly show and website to a distributed media, multiplatform publisher," Ms. Neal said. "The brand is reaching the millennial audience by producing content tailored to every platform, super serving fans on the screen they are on, and delivering entertainment and pop culture content how they like to see it.
"With this evolution in mind, our goal for this campaign is to assert E! News' position as the entertaining authority on what's trending in pop culture across all media platforms," she said. "We hope that the creative idea and executions will inspire fans to take on #BePopCultured in their posts and spread it amongst friends and followers.
"The aim is to weave the idea directly into the stories that E! News fans care about."
"The aim is to weave the idea directly into the stories that E! News fans care about."