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Inside Facebook

Inside Facebook

Oreo takes Facebook ‘Daily Twist’ campaign to Times Square for final day

Posted: 02 Oct 2012 09:39 AM PDT

For the final day of its 100-day campaign driven largely through Facebook, Oreo has installed a one-room ad agency in Times Square so it can take suggestions from the public and debut the final “Daily Twist” image on a digital billboard in New York City.

Oreo has been celebrating its 100th anniversary with 100 days of images that use Oreos to represent current events and national celebrations, including the Mars Rover landing, the end of the NFL referee lockout, Shark Week and the Fourth of July. Often times, the images are decided on and created the same day they are released on Facebook and other social sites.

Today, Oreo is showing its process to the world with a glass room and video display of the creatives putting together the final Daily Twist in Times Square based on topics that fans submitted through Facebook and Twitter.

The Daily Twist campaign is notable for its emphasis on regularly producing fresh content that users can easily consume and share in the feed, whereas other brands put more focus on tab applications or high-production video that don’t typically get the same reach and engagement as simple photo posts. Oreo’s Facebook page has 27.9 million Likes with 233,800 People Talking About This. Its Daily Twist posts often get hundreds or even thousands of shares.

With today’s Times Square stunt, the campaign shows how social efforts can cross over with traditional media and experiential marketing. Oreo has event staff passing out cookies and information about the Daily Twist. An Oreo mascot is walking around taking photos with people in Times Square. And the Daily Twist will get prime out of home ad space in the center of NYC.

After taking ideas from consumers via Facebook and Twitter this morning, Oreo representatives narrowed down the list to eight submissions. They sketched out images based on those ideas and then chose three finalists to display on the large screens above American Eagle Outfitters as well as Facebook. The public will be able to vote for their favorite until 1:45 p.m. EDT, and the winner will be announced by 2 p.m. The Times Square event will continue through the afternoon with giveaways and other activities.

Oreo is working with 360i, DraftFCB New York, MediaVest and Weber Shandwick for its 100th anniversary campaigns, according to AdAge.

Facebook makes recommendations to FTC about children’s privacy law

Posted: 02 Oct 2012 08:11 AM PDT

Facebook filed a 22-page letter with the Federal Trade Commission outlining its thoughts and recommendations for the commission’s proposed changes to the Children’s Online Privacy Protection Act (COPPA).

The social network lauded the FTC’s commitment to protecting children’s online experiences and privacy, but expressed concern about some language in the proposed change, which could hold Facebook liable in cases where third-parties use its social plugins and create additional burdens for Facebook, developers, publishers and parents. In particular, Facebook urged the commission to explicitly allow first-party advertising as an acceptable use of a child’s “persistent identifier,” such as an IP address or cookie ID.

The FTC is proposing that COPPA be expanded to apply to apps, games and online ad networks, in addition to the child-directed websites it currently covers. Some language in the proposal would deem website publishers and developers that use plugins like Facebook Login or the Like Button as “co-operators” with Facebook. Facebook Chief Privacy Officer Erin Egan, who wrote the letter to the FTC, suggests that the language in the proposal “fundamentally misunderstands the relationship between plugin providers and website publishers.” The social network, for example, makes plugins available but doesn’t choose which websites use them, which plugins they use or how they use them. Neither does Facebook share data with the third-parties that use its plugins. As such, the company wants to ensure that it would not be held liable under COPPA for offenses by web publishers or app developers that integrate with its platform.

The FTC proposal makes some exceptions for collecting and using children’s information as needed for “support for internal operations.” Facebook requests that the FTC clarify its definition of “support for internal operations” to include data captured by plugins and to explicitly include activities that do not impact children’s privacy, such as first-party advertising. The letter cites the commission’s previous reports that distinguish first-party advertising from third-party advertising because it does not raise the same privacy concerns and is generally an expected part of free websites and online services.

Egan further recommends that COPPA not include language that requires operators of child-directed sites to “treat all users as children” and obtain parental consent even if they otherwise have knowledge that a user is 13 years or older. For example, if a user has signed up for Facebook, the user has verified that they are over 13 by providing a birthdate. Egan says this should apply to third-party sites that integrate plugins without requiring additional consent or age verification. “It would be nonsensical to require an operator to obtain verifiable parental consent before collecting information from a parent,” Egan writes.

As we’ve previously written about, Facebook could ultimately serve as a means for age verification all around the web. In its letter, the company suggests that the commission could add explicit clarification that publishers can use a common mechanism to obtain verifiable parental consent, as Microsoft, Disney and a number of organizations have suggested in their comments to the FTC. Doing this, Egan writes, would minimize the burden on parents by reducing the number of times they have to give consent and eliminate the need for multiple detailed privacy notices. Instead, parents could give consent and get notice up front. They would then then get a more specific notice when a child wants to play a game or use a new app. If a platform provides this ability, Facebook argues, it should not assume liability or turn the platform into a “co-operator” with third-party apps or websites that implement it.

The Wall Street Journal reported in June that Facebook was taking steps toward allowing children under 13 to be allowed on the site, including creating mechanisms that would connect children’s accounts to those of their parents. Facebook has not publicly shared whether it is planning to lower its age limit or how it would do so.

onsdag den 3. oktober 2012 at 07.41