Dear Distinguished Subscribers,

Welcome to the 66th Edition of Stuffed. 

It’s the most wonderful time of the year! No not, Christmas…the release of Spotify Wrapped of course. True to 2021 form, the most streamed song, came from Olivia Rodrigo’s aptly titled bitter album “SOUR”. The breakout stars hit ‘Drivers License’ garnered a whopping 1.1 billion streams, demonstrating that many of us retreated to our bathroom floors to grab our hairbrushes (/microphones) and sob to process the past year. Let’s hope this time next year things are looking, and sounding, slightly more upbeat…

If you haven’t already done so, you can subscribe to Stuffed here.

Happy reading and stay safe everyone.

From your friends at Goodstuff.

STUFFED WITH CULTURE

NFT’s last week, this week it’s the Metaverse! Yep, the crypto world is finally making its way into the mainstream… and it looks like it’s here to stay. Nike recently launched ‘NIKELAND’ in conjunction with Roblox, where Nike created a bespoke world with the backdrop of its world headquarters, inside Roblox’s immersive 3D space. This is a huge step in commercially verifying the potential of the metaverse and Adidas are aiming to do something similar, after recently announcing their partnership with The Sandbox. Will the Metaverse be beneficial in the long run from a social perspective? Who knows! But for the time being, there’s a lot of fun projects to cast your eye over before the real judgment kicks in. Check out NIKELAND here.

Earlier this week LGBTQ+ magazine, Gay Times, along with Grey London, launched an Amplifund campaign labelled ‘Incomplete Without the T’. The campaign went live during Trans Awareness Week and brings a direct response to the LGB Alliance, after they called for the ‘T’ to be removed from LGBTQ+. With the intention of raising awareness on the issues the trans community face, the campaign flexes some interesting creative muscles. Removing the letter ‘T’ from a variety of texts, they highlight the lack of sense when this letter is removed, echoing the aim of the campaign in opposing exclusion.  Read more here.

Some warming festive news to round off the culture section this week, as Coca-Cola are looking to get their festive trucks back on the road after a year long hiatus! The infamous Coke lorry is set to resume its conventional tour across the UK in the coming weeks, planning to “cease off at as many cities across the UK as doable”. But in a year that sees consumers heavily favour a traditional over a commercial Christmas, Coca-Cola will need to pull out all the stops to ensure they remain a festive favourite. Where it all started – the Coke truck debut.

 STUFFED WITH CREATIVITY

Stealers, keepers with Red Notice on Netflix 

To promote the release of Red Notice on Netflix, 22Feet Tribal invited fans to steal from the ‘Red Notice shop’. The space is designed to give fans the feeling of being a master criminal. If you manage to get past the lasers, alarms, and guards; everything you steal, you keep. 

Co-op goes live to help local communities 

Co-op ditched the million-pound budget and created their first live Christmas ad break instead. The live ad, created by Lucky Generals, focusses on their Community Fridges project where anyone can leave food in the fridges and help communities gain access to fresh food and prevent food waste this Christmas season. 

The NCDV expose Britain’s biggest cover up 

To highlight how domestic violence is often dismissed by cover up stories, the National Center for Domestic Violence have created a series of concealed media. On the International Day for the Elimination of Violence against Women, they showcased semi covered billboard sites, partly hidden films and blocked social media channels.  

Spotify have 2021 all Wrapped up 

It’s that time of year again when Spotify gift their users with personalised music data. Unlike last year, Spotify have included a few cheeky extras. Users across the world received unique audio auras, thank you videos from artists and an interactive game of two music truths, one lie.  

STUFFED WITH COMMS

Google has agreed to monitoring by a UK regulator (CMA) as it replaces cookies with a new data tracker.

The proposals will replace third-party tracking cookies – which Google aims to remove from its Chrome web browser by the end of 2023.

Googles alternative to third party cookies will be monitored by the CMA (Competition and Markets Authority) as well as undergoing testing to prevent the reduction in competition where ad spend could become more concentrated on Google.

Google has also pledged to offer more transparency on all data used for targeting users and the measurement of digital campaigns.

On 19th November Google offered a set of modified pledges, covering eight areas of concern, which the CMA has now made public. CMA will then review its learnings on the 17th of December to decide acceptance or continued review.  

Barb upgrade with SVOD viewing now being included

The BARB panel is the gospel for all TV buyers – a slightly anachronistic measurement tool for the multi-billion advertising and TV industries, but has just had a proper upgrade with SVOD viewing now being included within the panel. SVOD platforms like Netflix and Amazon Prime Video have talked a big game, but BARB’s entry into this sphere will finally give us the chance advertising and other media types one place to properly understand people’s time with the TV set. Previous studies from Ofcom and other point to audience spending around 60 minutes with SVOD services across each day, compared to 2.5 hours across traditional broadcast TV, although for younger audience’s time spent was at closer parity. Early indications still put the BBC, C4 and ITV in the top 3 spaces to top viewed programmes in October, with the much hyped Squid Game coming in 10th position and only 3 more Netflix programmes across the top 100. While traditional TV still has the blockbusters that bring in huge audiences in one place, the fact that there’s a huge amount of time spent on these services suggests that audiences are consuming them in different and more distributed ways. 

 

Thanks for tuning in to the 66th edition of Stuffed, we’ll see you next week.