Monthly Archives: May 2014

Headlines & Stuff

Written by: Christy Wise
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Here are some cool things we read about this past week:

Twitter Strikes Billboard Deal For Real-Time Music Stats
Twitter has struck a deal with Billboard Magazine to serve up real-time stats on the top trending music. The charts provide real-time ranking on the most-shared tracks in the U.S. during the past hour. Filters present a real-time feature to search and view the most-shared tracks in the U.S. over the past 24 hours, with a weekly summary for both Trending 140 and Emerging Artist charts. More than 1 billion tweets were sent about music in 2013. Seven of the top 10 most-followed accounts on Twitter are musicians.

Facebook Cuts Down Automatic Updates in Your Friends’ News Feeds
Facebook announced this week that from now on fewer “Implicit stories” will make it into the News Feed. That’s Facebook’s way of describing automatic updates from third-party apps. From the Facebook Blog: “We’ve found that stories people choose to explicitly share from third party apps are typically more interesting and get more engagement in the News Feed than stories shared from third party apps without explicit action.”

Psy’s Gangnam Style Nears 2 Billion Views
K-Pop legend Psy’s “Gangnam Style” is nearing the two billion mark, almost double Bieber’s “Baby,” which is in second place. It is the undisputed champion of YouTube’s most watched videos list. Though music videos became a thing of the past on television, they continue to see huge success on YouTube. Twenty-nine out of the 30 most watched YouTube videos are music videos.

Global Social Media

Twitter will hit nearly 400mm users by 2018, with over 40% in Asia-Pacific. 
eMarketer has released a forecast of Twitter users worldwide and projects that the social network will have nearly 400 million users by 2018, with over 40% in the Asia-Pacific region. By the end of this year alone,  AsiaPac will account for 32.8% of all Twitter users, exceeding its 23.7% share in North America. This is despite the ban on Twitter in China, which represents the region’s largest portion of internet users. India and Indonesia are strong markets for Twitter. Both countries have seen user numbers increase by more than 50% this year, becoming the third and fourth largest Twitter populations, at 18.1mm and 15.3mm users respectively,  passing the UK for the first time.

Iranian Judge Summons Facebook CEO For Breach of Privacy
A conservative Iranian court opened a case against instant messaging services WhatsApp and Instagram while summoning Facebook CEO Mark Zuckerberg over complaints of privacy violation.  The Zuckster is unlikely to heed the summons, which is asking him to appear in court to “defend himself and pay for possible losses,” after some citizens in the region issued a complaint. On a separate note, Iran recently sentenced eight Facebook users to a combined 123 years in jail for various charges  including insulting the country’s supreme leader on the social network.

Noteworthy Campaigns

IBM Crowdsources Latest Smarter City Effort
In the latest phase of its “People for Smarter Cities” marketing push, IBM crowdsourced digital videos from around the world showcasing how residents would improve their cities. The first phase, known as “Smart Ideas for Smarter Cities,” ran last year and featured IBM-branded structures like benches, rain shelters and ramps that improved or enhanced some aspect of urban life.  This new push was done via partnership with Zooppa, a community made up of 200,000 members, including filmmakers, bloggers and environmental communities. Out of nearly 80 accepted entries, eight winners from around the world were selected. Videos covered a range of topics from repurposing empty spaces and aiding the physically challenged to spurring employment. Awards ranged from $500 to $10,000. The videos are available on the branded People for Smarter Cities site as well as through IBM social channels.

Stats of the Week

Written by: Jackie Mendez
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Every week we compile lots of interesting stats here at Fanscape and we try to share a lot of what we learn with you in these posts.

One in Three U.S. Adults use Three or More Social Platforms

“So this is America; they must be out of their minds.” Ringo Starr’s first words on landing in the U.S. rang truer than ever today when I perused data from a survey of 500 U.S. adults by 140 Proof and IPG Media Lab, showing that among the 52% of Americans who use multiple social networks, 23% (or 12% of the total) uses seven or more social platforms. To repeat with emphasis, they use seven or (and this is the really crazy part) more social platforms — like the true number will never be known because the survey respondents ran out of room on the form. Could it be 30 platforms? 40? 50? At what point do you start having seizures?

Although not everyone is so prolifically promiscuous, most U.S. online adults qualify as multiplatform users, broadly speaking: as noted, over half of the online population uses two or more social networks, with 73% of these (38% of the total) using three or more, 56% (29% of the total) using four or more, 40% (21% of the total) using five or more, and 30% (15.6%) using six or more. On that note, the 140 Proof/IPG study also uncovered some interesting data about the behavior of multi-platform users.

Among the key findings for marketers, 72% of multiplatform users agreed that “different platforms are better suited to different interests of mine,” and 60% of respondents said they use different social platforms to connect with different types of people, media, and brands — implying that users are strategically shifting between social platforms to expose different aspects of their identity on different networks. And the effects seems to be cumulative, in terms of identity, with 43% of multi-platform users surveyed agreeing that the more social platforms you connect with them on, the better you know them.

Oh, they’re also not afraid to dump your brand if the content isn’t relevant any more: among Americans who use two or more social networks, 61% said they have “un-liked” or “un-followed” a brand when its personal relevance for them decreased.

Turning to ad targeting, 58% of multi-platform users said they preferred to receive advertising based on their specific interests, as expressed in social media, compared to just 22% who said they preferred ads based on their past browsing behavior, and 20% who said they preferred ads based on their age and gender.

Source: MediaPost

What Advertising Will Look Like In 2020

Written by: Tom Edwards
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I wrote an article that appeared in iMedia Connection today. You can view that here and I’ve also posted it below. I hope you enjoy it.

————–

As a technology-centric digital marketer, I am constantly evaluating consumer adoption trends, tech startups, and the latest in emerging platforms. My goal is to align consumer behavior with relevant digital solutions that create value for my partner brands.

We are in the midst of an innovation revolution, with a slew of new and innovative companies and startups vying to become the next big thing. We are now more connected than ever, and functions that used to require separate devices are now accessible simply through your phone. Finally, we have seen exponential growth in terms of the sheer volume of data being created.

We are also in a state of constant bombardment about the future state of digital marketing. Microsoft recently stated that the company believes by 2020 marketing departments will be reshaped to concentrate around three digital hubs: content, channels, and data.

Where should marketers and brands place bets over the next five years? What is hype over substance? Taking all of this into consideration, I interviewed my strategy teams in Los Angeles, New York, and Dallas to map the state of digital marketing in the year 2020.

This was a very interesting exercise, as my expectation was closely aligned to the idea that we would rally around five to ten top-level topics, which are mainstream points of discussion. After the first hour, we had identified 31 “territories” we felt were going to represent the next five years of digital marketing.

We had fun with discussions of drones, crypto currency, the internet of people, and more. While the team agreed fundamentally about certain platforms making an impact, there were pros and cons to impact and feasibility. The following are the top four territories we felt would be most relevant in five years.

Mobile plus wearables equals integrated mobile

Before we look forward with mobile, it is always helpful to take a quick look back. With the launch of the first iPhone in 2007, we experienced a transformational shift, which has since changed the way we live our lives.

Generation 1 iPhone.

Prior to its launch, most mobile phones were just that — phones. The iPhone was transformational, with simple emphasis on usability, utility, and personalization via a robust app marketplace.

Heading towards 2020, we will experience another transformational shift in mobile. This time, the transformation will be less about the handset and more about mobile-as-a-mindset — coming to life through a collection of integrated technologies, some virtual and some physical, such as wearables.

The rise of integrated mobile will create a seamless physical-to-digital or “phydigital” ecosystem. From a marketing perspective, integrated mobile represents the next iteration of media-to-shelf.

Tesco virtual supermarket. South Korea.

A brand’s ability to connect with a consumer will primarily exist through mobile connections. Such as when, based on consumers’ personal preferences, brands provide contextual content that seamlessly transitions into serving a location-specific value.

Converged media and mass customization

Traditional advertising shifts, combined with on-demand behaviors, such as connected televisions, original branded entertainment, curated content, and native advertising, all wrapped with mass customization, was an extremely hot topic of discussion with a majority of the team.

We have all seen the shifts in how media is consumed. Fragmentation and non-linear consumption will lead to more cohesive and relevant networks to connect with consumers. That sounds counterintuitive, but the fragmentation is an opportunity to reimagine connections with consumers in the near future.

Refined segmentation, based on usage and self-selected behavior — overlaid with the core desire for discovery and recommendations — will create signals and new points of connection based on platform consolidation over the next five years.

We will see better connectivity between the branded entertainment being consumed and the opportunity to personalize relevant and contextual information, which is focused on creating a 1:1 connection with the consumer.

We will see the shift in terms of branded entertainment, as well as social platforms such as Facebook, now making a major strategic pivot towards a reach and frequency model, which is built to provide incremental reach to television. This shift is also predicated on the principle of lowering post frequency with a high rate of personalization through targeted media.

Here is a whitepaper that I recently wrote outlining the full Facebook shift.

Internet of Things is now connected life

Another topic of interest to the team was the Internet of Things. The term “Internet of Things” was coined in the mid ’90s and may already be dated. “Connected life” seems to be the leading candidate to describe the next wave of interconnectivity.

You may have noticed the rise in intelligent home offerings, smart-grid enabled appliances, personal fitness devices, and enhanced vehicle telematics. All of this accessibility and interconnectivity leads to more opportunities for marketers to create relevant, predictive connections with consumers.

This is both a blessing and a curse for brands and marketers. As the various connected devices communicate with one another during the course of the day, they may soon have the predictive capabilities to deliver products in near real-time based on personalized preferences.

When this happens, it may fundamentally shift our current thoughts about the five stages of the consumer buying process. To recap, the current process is based on problem recognition or need state, information search, alternative evaluation, purchase decision, and post-purchase behavior.

With a predictive model based on interconnected systems, marketers will need to focus more intently on brand affinity to drive consideration, while also accounting for consumers having to take an additional step to proactively swap a product in an existing consideration set.

Close-up mid section of man touching crystal ballAccessibility and interconnectivity throughout our everyday lives will be built on yottabytes (1 trillion terabytes) of personalized data, which will drive digital marketing significantly beyond rudimentary banners and transform traditional thinking about digital marketing.

Google

2014 and 2020 will be similar in that Google will still be incredibly relevant for digital marketers. Google is a key player in all of the previously discussed elements, such as mobile through Android, converged media through YouTube, mobile accessibility, connected life through Fiber, telematics and autonomous vehicles, and even wearables, with the continual evolution of products like Google Glass.

I am participating in the Glass Explorer program.

By serving as the curator of the open web, Google is not a portal such as Yahoo and MSN of the past. It’s not Facebook in terms of a closed platform that limits its footprint on the open web. Because of these factors, combined with the focus on innovation, Google will be an incredibly relevant marketing platform in 2020.

Its reach and focus on innovation, as well as owning key waypoints of consumer interaction from search, will give Google’s YouTube and Google+ the ability to focus on simplifying access to all properties through single sign-on.

After a recent meeting with the Google+ product team in NYC, it became very clear to me that the role of social in the Google ecosystem is less about the stream and more about the interconnectivity of the ecosystem and the ability to connect content where it is the most relevant for a consumer.

If I were a betting man, I would anticipate that Google’s staying power for the next five years, as well as the possible acquisition of other key discoveries and curation platforms, will round out its ability to go beyond search-and-retrieval, such as Pinterest and Evernote. Remember, you heard it here first.

No one truly knows what the future holds or what digital marketing will look like in 2020, but based on 14 years of digital experience and a strong track record of identifying substance over hype, I feel confident the Microsoft view of content, channels, and data is accurate. Integrated mobile, converged media, connected life, and Google all represent the core digital hubs of content, channels, and data — and each will be relevant in 2020.

Follow Edwards at @BlackFin360.

Planet system in your hand” image via Shutterstock.

Headlines & Stuff

Written by: Christy Wise
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Here are some cool things we read about this past week:

YouTube in Talks to Purchase Game-Streaming Network Twitch for $1 Billion
YouTube could be purchasing Twitch, the largest video game live-streaming network for $1 billion. According to sources, the deal will be an all-cash transaction. Twitch averages 45mm unique monthly viewers with a million gamers broadcasting their own content. Twitch has become fully integrated with XboxOne and Playstation 4 consoles, allowing players to stream and watch content from their televisions.

LinkedIn Now Shows How Your Profile Ranks in Your Network
LinkedIn announced this week that is expanding on the Who’s Viewed Your Profile section with a new feature that shows how your profile ranks compared to others at your company and to everyone you’re connected with on the social network. The ranking is based on the number of times your profile has been viewed during the previous 30 days.

Facebook Adds Audio Matching to Get You Posting More About TV
Facebook announced a new feature  this week that uses a phone’s microphone to identify a show or movie airing on one of 160 TV channels. Then, if users wish, it pre-populates a post with the name of the movie or TV show, identifying TV shows’ specific season and episode so friends can avoid spoilers. The service can also identify songs and start a post with the title of the song plus a 30-second snippet.

Pinterest Unveils New Tech to Become More Measurable For Brands
Now open for business with new ad offerings, Pinterest has taken the long-awaited step towards making itself more measurable to brands. The social network is finally opening up its business insights API, letting a small group of developers who build software for marketers tap into intelligence about how pins are performing across its network of 30 billion. Now brands on Pinterest can learn which of their products are most popular across the network, what type of images are being shared and liked the most, and which pins are driving the most traffic and sales via services like Percolate and Spredfast that they may use to manage their social presences on other social networks.

Facebook is Reportedly Preparing to Take on SnapChat with a New Messaging App
Facebook is planning an effort to take on Snapchat with the upcoming launch of ‘Slingshot,’ a new a standalone app apart from Facebook Messenger. Slingshot is also said to be different form Snapchat in that users tap or hold a friend’s profile picture to send a photo or short video clip, which can be viewed only once.

Global Social Media

Facebook Adds Video Ads Internationally
Facebook is expanding its new video ads beyond the U.S. to countries including Australia, Brazil, Canada, France, Germany and the UK. The international launch comes two months after Facebook introduced the 15-second video ads that play automatically in user feeds with the sound muted until clicked on.

Noteworthy Campaigns

AMC’s New Drama Premieres on Tumblr – 2 Weeks Before TV
AMC released the premiere episode of its newest drama, Halt and Catch Fire on Tumblr, AMC.com and video on demand this week, two weeks before the show makes its broadcast debut. It’s not uncommon for TV shows to debut digitally before they appear on broadcast cable, but this is notable because its the first ever TV series premiere on Tumblr. This is also the first time AMC has premiered a show on a social media platform. AMC sees synergy between Tumblr and the show, which depicts  renegade computer programmers working out of Texas in the early 1980’s. AMC will also be launching a branded network Tumblr page that will be integrated into AMC.com.

Product Integration on Late Night TV

Written by: Digitally Approved
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The men of late night TV are killing it with viral videos. It’s no secret that Fallon, Kimmel, and Samberg (SNL, Lonely Island) are capable of producing videos for the masses – can you remember the last time you woke up and a Fallon video wasn’t trending or waiting in your newsfeed? We certainly can’t. These men churn out great, shareable content so consistently that brands can’t help but want to get involved. Check out this recent Purina integration from The Tonight Show with Jimmy Fallon. We could watch this all day. (And probably will!)  

Stats of the Week

Written by: Jackie Mendez
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Every week we compile lots of interesting stats here at Fanscape and we try to share a lot of what we learn with you in these posts.

70% Of Brands Respond To Social Media Customer Complaints Within 24 Hours

Social media marketing is hardly the new kid on the block anymore. eMarketer estimates that among US businesses with at least 100 employees, 87% used social media for marketing last year, and 88% will do so this year.

But old problems still plague the space. Not only are many marketers still not measuring their efforts, dealing with negative buzz remains a questionable proposition for nearly half.

February 2014 research from social media training firm Social Media Marketing University (SMMU) found that fewer than half of US marketing professionals had an effective plan in place for dealing with negative posts on social sites. One-quarter did not have a plan but were working on one, and nearly one-quarter more had no plan—and no plan for a plan.

Not having a plan in place doesn’t mean marketers are doing nothing, however. While around one in five respondents said they rarely or never responded to negative social buzz, most marketers did—and quickly. Nearly as many answered within 1 hour, and a further 52% replied to posts within 24 hours.

Is responding without a plan a good thing? While many marketers certainly do so without a hitch, the room for error is clear. And since negative buzz can cause anxiety—or worse—among marketers that don’t have a plan in place, it can easily spur intemperate or otherwise poor responses.

Source: eMarketer

Headlines & Stuff

Written by: Christy Wise
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Here are some cool things we read about this past week:

Pinterest Launches First Paid Ads with Kraft, Gap and Others
Pinterest (which just raised another round of funding, valuing the platform at $5bn) has more than a dozen marketers lined up to run campaigns with three to six month commitments including Kraft, General Mills, Ziploc, Nestle, Lululemon, Gap, ABC Family and Expedia. The site is taking a “consultative approach” to ad selling, which means they will work closely with the brands to help them understand what type of creative resonates with Pinterest users. According to their head of partnerships, Pinterest will eventually “get to the place where we’re answering RFP’s.”  In other Pinterest news, the platform teamed up with FYI Network to launch a new home design show called “We’re Moving In,” which follows new housemates using Pinterest as a source of inspiration.

Foursquare’s New Swarm App is Here
Foursquare’s new app called Swarm has arrived this week. The company announced in early May that it would split its experience into two apps. Swarm is intended to be a convenient way to keep up with what your friends are doing, letting you check into venues, just like the Foursquare app, but also lets you automatically share which neighborhood you are in. The app includes stickers (similar to emoji), a new revamped version of Mayorships, and the ability to make quick plans with friends around you.

Twitter Adds “Mute” Button for More Feed Control
Twitter feeds are often noisy. Addressing the issue, Twitter debuted a “mute” button this week. In the same way you can turn on device notifications so you never miss a Tweet from your favorite users, you can now mute users you want to hear from less.

Twitter Introduces Language Targeting for Promoted Tweets
Twitter recently launched targeting for promoted tweets and promoted accounts. As a result, advertisers can now target both in 20 different languages while users will be able to see “highly relevant ads” in their language.

Global Social Media

Twitter Takes Aim at Real Politics in Latin America
After seeing explosive growth across Latin America, Twitter is now tapping into the region’s other big passion besides soccer – politics. The company dispatched its top political strategist to Brazil this week to give senators in one of its biggest global markets a pep talk on tweets and how to use the social network ahead of the October general election.

Noteworthy Campaigns

Birds Eye Offers Fan Food in Exchange for Instagram Pics
Birds Eye is opening up a pop-up restaurant that allows diners to settle the bill by paying with a picture of their meals as part of its wider experimentations with social commerce. Diners who tag Instagram snaps of their food with #BirdsEyeInspirations will get a free meal. The pay-by-picture restaurant is the latest social commerce test from Birds Eye as it looks to better measure the results social provides. Links to purchase foods in social media posts have been trailed by the brand in recent months, as has forging stronger ecommerce ties with supermarkets.

Stats of the Week

Written by: Jackie Mendez
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Every week we compile lots of interesting stats here at Fanscape and we try to share a lot of what we learn with you in these posts.

Young Adults Spend Two-Thirds of their Online Time on Mobile Devices vs. PCs

In January of this year, the total amount of time American adults spent accessing the internet from smartphones matched the amount of time they spent going online from PCs, details Millennial Media in a new report produced with comScore. But some demographics are spending considerably more of their time accessing the internet via mobile devices than others: as of January, 18-24-year-olds spent almost two-thirds (64%) of their online time using smartphones (54%) and tablets (10%).

comScoreMillennialMedia-Share-of-Time-Online-by-Device-Demo-May2014

Notably, though, 18-24-year-olds weren’t the heaviest mobile users. That distinction belonged to women in the 25-49 age bracket, for whom smartphones (54%) and tablets (13%) accounted for a full two-thirds of their internet time.

In the 25-49 demographic, women are spending far more of their online time with mobile devices than men, for whom smartphones and tablets combined for about half of time spent online. Essentially, the smartphone versus PC results were flipped when sorting by gender: women spent more of their online time accessing via smartphones (54%) than PCs (32%), while for men, online time spent with PCs (49% share) outpaced time spent with smartphones (41% share).

Not surprisingly, adults aged 50 and older skewed the most towards desktops, spending a majority 56% of their online time via PCs, compared to just 29% using smartphones. But, these adults were the heaviest relative users of tablets, spending 15% of their online time with those devices, versus 10-13% for the other demographics analyzed.

Overall, smartphone time online grew by 24% year-over-year in January, with tablet time online up 35%. Time spent accessing the internet via PCs was down by 6%. The report notes that since January, smartphone internet time has surpassed PC internet time. (Earlier this year, comScore reported that time spent in mobile applications overtook PC internet time for the first time in January.)

The online consumption figures are reflected to some extent in the study’s breakdown of multi-screen users by demographic. In January, men aged 25-49 were more likely than women of that age to be PC-only internet users (15% vs. 9%), while being less likely to be mobile-only (7% vs. 11%). In fact, a larger portion of connected women aged 25-49 are mobile-only (11%) than PC-only (9%), the only demographic for which this is the case.

Even so, the vast majority of 25-49-year-olds (roughly 8 in 10) count as multi-screen users, employing PCs and mobile devices to access the internet.

Despite spending a majority of their internet time using PCs, only 36% of the 50+ group accesses the internet via PC only. Some 62% are multi-screen users, while just 2% are mobile-only.

The 18-24 age bracket emerges as the most mobile-only, at 15% of the connected population. Two-thirds access the internet via PC and mobile, while 18% are PC-only.

Source: Marketing Charts

Headlines & Stuff

Written by: Christy Wise
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Here are some cool things we read about this past week:

Everything Facebook Announced at F8
Anonymous Logins: When a user logs into an app for the first time they can now login anonymously before deciding if they want to keep using the app. FbStart Developer Tools: Developers can apply to the FbStart program for access to free tools and services “to get your app up and running fast.” Audience Network: Facebook introduced its mobile ad network with three formats: banner, interstitial and native. Mobile Like for Apps: Facebook introduced a “like” button on mobile giving developers access to users’ Timelines.  Local Datastore for Offline App Use: Facebook announced offline data storage, allowing developers to keep apps running while a mobile device is no longer connected to the internet. Two-Year Stability and 48-Hour Bug Fixes: Facebook’s core APIs  will come with a two-year stability guarantee and the company promises to handle all major bug fixes within 48 hours. AppLinks: Developers can now link between apps. New Media APIs:  Facebook announced four new APIs for media organizations: Trending, Topic Insights, Topic Feed, and Hashtag Counter. Test Apps: Developers can create Facebook App Ids quickly for development and staging.

Meet Swarm: Foursquare’s Ambitious Plan to Split its App in Two
This week, Foursquare announced a new app called Swarm that will exist alongside the current Foursquare app. Swarm will be a social heat map, helping users find friends nearby and check in to share their location. A completely rewritten Foursquare app will launch in a month. The new Foursquare will ditch the check-in and focus solely on exploration and discovery – taking on Yelp.

Twitter Considers “Whisper Mode”
Twitter is looking to encourage more private discussions on its service. CEO Dick Costolo would like to have a “whisper mode” that allows users to take public conversations and discuss them solely with friends.

SnapChat Rolls Out Text, Video Messaging
SnapChat is rolling out a text and video-messaging feature named Chat, while making it easier for users to save their exchanges with friends. The text and video messages will still disappear after users are through with them, but SnapChat is encouraging everyone to save whatever information they like.

LinkedIn Launches Sponsored Updates API and Partner Programs
LinkedIn this week announced two new types of Certified Marketing Partners – Sponsored Updates Partners and Content Partners  – to make it easier for brands and agencies to scale their content marketing efforts on the platform. Sponsored Updates partners will have access to advanced tools to manage campaigns. Content Partners will provide access to high-quality content to enhance advertiser activities on LinkedIn.

Instagram Video Ads Are Coming Soon
Video ads on the platform are quietly being tested. Instagram says it’s still far off from offering self-serve advertising tools and still needs to vet and approve every sponsored photo (and soon video).

Global Social Media

Russia Orders Bloggers to Register; Outlaws Anonymous Blogging, Continues to Clamp Down on Social Media 
Russia has been steadily trying to bring the Internet under control with ever-more stringent measures. After tackling general Web sites through powers that allow them to be blocked more easily, it is now turning its attention to bloggers. A new law requires that bloggers declare their family name and email address on their blogs. Any authors whose personal site has more than 3,000 visitors per day must register on a special list and abide by mass media restrictions and laws pertaining “resistance to extremism.” Abuse will be punishable by fines  and website suspensions.  Russian  authorities have also tightened their grip on Vkontakte. The founder of the Russian Facebook fled the country after being threatened by Kremlin officials. The former CEO now claims that the site is now under “the complete control” of Vladimir Putin.

Noteworthy Campaigns

CB2 Invites Pinterest Users to Design an Apartment in Real Time
Home décor chain CB2 wanted to turn aspirational online home design daydreams into reality with APT CB2, a five day event in which five popular designers decorate one real-world apartment using furniture from the CB2 catalogue with the real-time input from the Pinterest community. Starting on May 7, each designer will have one day to transform one room in a vacant NYC apartment into a fully realized space, the progress of which will be shared over Pinterest and through a campaign microsite. Throughout the day, people can vote on a design choice an hour – for instance which chair or lamp to put in the space — all with the promise of winning $5,000 to spend at CB2 for their own dream apartment.