When we learned BMW is launching a podcast based on a fictional character who awakes from a 30-year sleep in 2063 after being convicted of murder, of course we said…. Umm, what? 🤔

After rushing to subscribe, what struck us is how thoughtful BMW is being about using a popular medium to reach its audiences:

1. It’s testing a content format, which could develop into a series so it can build a long-term relationship with its audience.
2. It’s consciously doing something different for more than one audience at once – ”secret hints” are audio easter eggs for BMW fans while not being overly sell-y for everyone else.
3. It prioritized the audience experience over everything else, which could earn the company the right to win playback daily among a massive group of customers and prospects.

If an energy drink producer and a VC can be media companies, this feels like a smart test for an automotive brand. Read the article here.

 

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Do your ads support hate?

Brand safety has been a long-talked-about issue for advertisers who seek to block their ads from appearing next to controversial news coverage and web content.

Despite having aggressive block lists, many companies still haven’t fixed the core problem of spending money on ads that support media who promote hate speech and disinformation, say Nandini Jammi and Claire Atkin.

The pair co-founded Check My Ads in June to help brands determine if their ad budgets are funding hate speech, conspiracy or disinformation.

Jammi told Fast Company the goal with Check My Ads is to counterbalance the ad-tech industry who she says gives clients misinformation and puts their own interest ahead of brands.

Ready to check your ads? Do it here.

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If you’ve ever struggled to figure out how to stand out in social media channels while also showing up as you in an authentic way, look no further than TikTok star, James Jones (@notoriouscree).

The 34-year-old Indigenous creator from Edmonton, AB was Vogue’s pick for a must-follow and we couldn’t agree more.

Starting on TikTok at the beginning of the COVID-19 pandemic, Jones pivoted from making funny Indigenous humour videos to educational and cultural dance content and he took off — he now has nearly 800,000 followers.

Take a minute to be inspired by Jones and his skills. Read it now.

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This content originally appeared in our weekly newsletter called TARGET:AUDIENCE where we explore ways to find, understand, grow, engage and inspire digital audiences — so you don’t have to. Want this in your inbox? Signup below