The Swirl: July 18, 2016

Happy Monday! We hope everyone got their Pokemon catches in over the weekend, because it's now time to Swirl. In this edition: everything Pikachu, winning gold, and some awesome superhumans.


"Gotta catch ‘em all!" -said any 90's kid with a smartphone last week.


ICYMI...everyone has been geeking out, and not to mention reminiscing on the simpler days of childhood, over the newest game obsession, Pokemon Go. It's an augmented reality game that uses your phone's GPS and clock to decide when Pokemon appear...IRL. If you're at the park, bug and grass types appear. By the lake? Water ones come out to play. It's also the reason you've seen people wandering around the street aimlessly and walking into walls.


Why all the excitement? It's new and it's free on an Android or iOs device, and it's really the first big augmented reality game to hit mass market. And with it's success, you can expect to see this trend stick around. In true social media fashion, brands didn't hesitate to jump on all the buzz either. Six million mentions in less than a week to be exact. When it comes to engagement, certain brands did better than others. Two lessons here: start exploring augmented reality and if you're going to tap into a trending topic, make sure it's unique and relevant.


But sometimes it is. Have you ever wondered what it would feel like to win a gold medal in the Olympics? It's probably a pretty great feeling. And Coca-Cola would like for you to think that it feels a little bit like drinking an ice cold bottle of Coke. They introduced their Olympics campaign last week, and the ads are bound to make you smile. The spots feature 79 athletes from 23 different countries, both from the past and present. What to expect: less Coke bottles and more gold medal moments. From swimming to badminton, you'll probably think you won a gold medal by the end of it. Keep dreaming.


The campaign works perfectly with the strategy Coca-Cola introduced this January. The tagline “Taste the Feeling” truly speaks to what the Olympics encompass: joy, celebration, and moments of happiness. The campaign focuses on the pure emotion associated with achievement, and the faces that happen when dreams come true. All the feels, all the more reason to drink a Coke. Even if you're not a star athlete, you can still share the feeling.


Remember Meet the Superhumans? If not, you can think of it as one of the most powerful Paralympics ads that raised awareness of disability in sport and also helped sell out the London 2012 Paralympic Games. This year, they are back for more in hopes to do the same in Rio. The spot, which could also be considered a short musical film, aims to go way past sport and into the everyday life of disabled people. The ad features 140 superhumans to be exact. Think athletes, musicians, moms, pilots, and more. They can do it all. And they do, every single day.


Although the spot has an entirely different feel than the first, it's no less affecting and has even more impact. Wheelchair users in the workplace are just as superhuman as amputee weightlifters. The message is broader and even more effective because it revolutionizes public attitudes to disability. Plus, it speaks to Channel 4's true marketing mission. What we thought couldn't get much better just did.


Bai Kim Kardashian. Selena Gomez is the new Instagram queen.