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The Swirl: February 26, 2017

The Bachelor franchise, known as the reality TV show for finding forever love and providing the most dramatic season ever…every season, now has another promise for contestants after their 15 minutes of fame. A new shiny job title of “social media influencer.” Since these girls and guys pretty much get a massive following overnight, brands see ex-Bachelor and Bachelorettes as the perfect platform to push their products to a captive audience. Ya know the usual suspects like FabFitFun boxes, SugarBear Hair gummy vitamins, and DIFF Eyewear sunnies. The paycheck for a gig like that? Depends on your circle of influence, but a good rule of thumb is about $1,000 for every 100k followers, per post. And these people have anywhere from 300k to over 1 million followers each. Hold our coffee mug while we do the math. Yeah, not too shabby. In this edition: the best make-up session, overcoming the impossible and a new shopping platform.

WORD OF THE WEEK

Pop-up (n.) - a type of children’s book, window on a computer screen or trunk show shop. Also a kind of advertisement that Toyota used in the March issue of InStyle to advertise the 2018 Camry. First, readers hold the door handles, and simultaneously place their thumbs on built-in sensors. When they pull the pages open, they get a whiff of “new car smell” as their heart rate is measured. Who ever said print ads couldn’t be cool and interactive?

For anyone who's got beef with a friend...

SwirlNotes: MasterCard has a solution to help you get over it. What to expect: two estranged individuals, sitting between a wall of glass, and listening to music. No excuse not to make eye contact and really reconnect without having to say a word.

WHY IT MATTERS

The ‘Start Something Priceless’ campaign takes an emotional spin on their traditional campaign, that’s spanned nearly two decades. In previous years, it's been about priceless moments and what the card can allow you to experience. This chapter of the campaign airs on the charitable side - and encouraging people to commit to their passions and challenging their shortcomings to come out stronger on the other side. This particular spot illustrates the power of music to strip away the history of a relationship and let it do it's magic. Cue all the feels.

For the strong-willed...

SwirlNotes: Toyota is a hot topic this week. In addition to their pop-up ad, they also just started a clever Instagram account as part of their "Start Your Impossible" campaign. The page features videos that visualize what it’s like to ski with only 3% of your vision. And if you’re thinking that seems impossible, just remember that’s exactly what Menna Fitzpatrick is doing in the 2018 Paralympics.

WHY IT MATTERS

This 18-year-old is an inspiration to say the least. And just like the other spots in this series, this perfectly captures what it means to overcome the impossible. What we like most about this effort is the way Toyota brought it to life. It’s one thing to read about 3% visibility, but seeing it for yourself is a completely different story. Their message just got so much more impactful, and we’re now feeling like we can do just about anything. If you want to check out more, you can follow the page here.

For the sneakerheads...

SwirlNotes: Snapchat is good for things other than filters. Last week, an NBA All-Star Game campaign showcased the app’s shopping capabilities. And then sold out of New Air Jordans in minutes. Mic drop.

WHY IT MATTERS

Looks like traditional online shopping platforms may not be the best way to sell a product anymore. As more social apps are developing ecommerce platforms, we’re starting to see a shift in shopping experiences. We think this Snapchat stunt is just a preview of what’s to come. Snapchat and Nike found a way to combine augmented reality, e-commerce, and an old-fashioned hype for sneakers. 23 minutes later, they had no more Air Jordans to sell. Technology, man. It’s officially time to start paying attention to this trend and jump on the bandwagon.

FINAL FOOD FOR THOUGHT

Most customer journeys aren’t linear or as easy as see product, buy product, use product. Check out Google’s five steps to start journey mapping and making sense of how customers engage and interact with brands.