This summer, Google and Samsung have released their latest co-marketing effort with the tech and hardware giants taking advantage of early aughts nostalgia as well as using TikToker Addison Rae as a muse for the Gen-Z crowd.
In their latest ad campaign featuring Rae, Google is telling the story of how people can create magic when they use their Samsung Galaxy Android-powered devices in conjunction with Google apps and services on their mobile devices.
“We continued this collaboration into 2022 with Google-led campaigns to drive purchase intent for Samsung’s premium devices, including the Galaxy S22 Series,” said Adrienne Lofton, vp of platforms and ecosystems brand marketing at Google.
The latest co-marketing effort showcases how Google services can be used on Samsung hardware. In the ads, set to Backstreet Boys music, Rae uses a Google feature — the hum to search for a song capability — on a Samsung phone to promote both companies.
Google and Samsung are clearly tapping into the presently popular — and brand safe — nostalgia-based marketing trend. of this and tapped into it for the latest effort. “Storytelling has always been how we bring our mission to life, and we’re at our best if we can do it in light hearted and highly relatable ways,” said Lofton.
This isn’t the first time that the two have worked together. Samsung and Google partnered in late 2021 to promote Samsung’s Galaxy Z Series foldable phones with the The Future Is Unfolding campaign. Google’s brand and products were paired with Samsung’s foldable devices in that campaign. Google and Samsung declined to share results from that campaign
It is unclear how much of its advertising budget is allocated to the campaign as Lofton would not share overall budget specifics. According to Kantar data, Google has spent a little over $210 million so far in 2022 on marketing efforts. Lofton also refused to comment on how the advertising budget was split between the social platforms and connected TV.
It has been part of Google’s marketing playbook to work with other big brand to build brand awareness for both partners. As recently reported by Digiday, Google partnered with KFC to create a marketing strategy for its app as a part of their collaboration in which they helped develop a new version of KFC’s app to consumers and enhance its brand and to make it easier for customers to purchase the chain’s products.
In today’s advertising, brands collaborate more with creators because it leverages their unique audiences and fan bases while reaching a new or hard-to-reach audiences. During the TikTok star selection process, Google sought out an influencer who they felt embodied the company’s brand values of organizing the world’s information and making it accessible and useful to everyone, as well as having a mass appeal for Gen-Z users who may be open to become an “Android switcher,” said Lofton.
“Ads like this are trying to collaborate in a different way, pulling the creator into more traditional mass-market ad campaigns, but it leaves lots of the key benefits of working with creators on the table, such as speed, cost and agility since the content isn’t actually being made by the creator,” said Corbett Drummey, vp of brand collaboration at Lightricks, that develops video and image editing mobile apps.
According to Oberlo, 39% of TikTok users are between the ages of 18 and 24. Because Addison Rae’s audience is primarily under 24, Google saw an opportunity to work with one of the most influential voices in the industry to demonstrate what it can do with connected watchers.
“Partnering with Addison will help cut through the clutter as she and other stars, like the D’Amelios, are some of the most recognizable faces to Gen Z,” said Ryan Detert, CEO of artificial intelligence social data and conversion technology company Influential. ”And with a nostalgic integration via the Backstreet Boys, they can capture Millennials that have a sonic affinity to a song from their youth. “
Two good Samaritans who were stabbed while defending a blind man attacked on a Mission Valley sidewalk last week said they wouldn't hesitate to jump in and help if they had to do it all over again.
Sherlisse and Wayne Yehling are convinced had they not intervened, the 36-year-old transient now charged with felony assault would have beaten the blind man to death.
"He was an angry guy when he was beating on me," Wayne Yehling said. 'He hated me. He was just mad.
Sherlisse Yehling got the worst of it. She was twice stabbed in the back with a screwdriver. One gauge pierced a lung and it took 11 staples to close her head wound.
One of the victims from the attack is not expected to survive. NBC 7's Dave Summers has the story.
"As I was sitting there waiting, I could feel this side ... every time I breathed in it started to ache," she said.
Wayne Yehling was stabbed with the same screwdriver in the shoulders and arm.
The attack on the blind man, who at last check had survived surgery and remains in the hospital, interrupted the Yehlings Walk. They say they just started training for the Susan G. Komen 3-Day Walk in San Diego. Sherlisse Yehling is a cancer survivor -- she had a double mastectomy in 2014.
The Yehlings don’t know what provoked the attacker, if anything. The blind man’s agony drew their attention.
"I kind of went at him," Wayne Yehling said. "I’m screaming, 'Hey, stop! Knock it off!'"
"He was coming at me ... and so my instinct was to turn. I turned all the way around. It felt like he was punching me in the head and in the back," Sherlisse Yehling said.
Despite their injuries, the Yehlings say they would do it again.
"There is no way to stand there and watch a guy getting beat like that. You can’t tell me you would just walk away, 'Excuse me! I’m going to call 911,'" Wayne Yehling said.
The suspect, identified only as a 36-year-old man, was taken into custody on the San Diego River trail near the incident. He surrendered to police, still in possession of the weapon he used in the attack.
It's been nearly a week and the Yehlings are still recovering.
"When I first get up in the morning, I’m very stiff," Sherlisse Yehling said. "Talking like this, I am trying to take very shallow breaths. Inhaling is still pretty painful."
Both say they're determined to be ready for the breast cancer walk in November.
Apple is on a mission to get rid of traditional passwords for good, and a step towards that future is something called "Passkeys." Passkeys aim to entirely replace passwords in both apps and on the web and instead use either your finger or face as the password.
Passkeys are part of iOS 16 and macOS Ventura but also work on non-Apple devices and platforms such as Android and Windows. Apple's goal with Passkeys is to eliminate the need for users to ever type out, remember, or use a password again.
There are two scenarios for Passkeys: when you're using an Apple device and when you're on a Windows or Android device.
Passkeys will be more widely supported by apps and websites when iOS 16 and macOS Ventura are released to all users this fall, but there are already some websites that support Passkeys. Here are just a few apps and websites that are starting to roll out support:
Passkeys is just one of several new changes and features coming to iOS 16 and macOS Ventura which you can learn about in our respective roundups.
A financial literary app has been developed by a Class XI student from Gurgaon. Aryan Jain has designed the app — named DhanDanaDan — in an effort to empower every person to manage their income and savings in a better way.
The student from SunCity School aims to make 7,500 Indians financially literate over the next 75 days and then scale this mission further, as per a report by PTI. It is free to use and is currently available in Hindi on Android (Play Store).
Aryan developed the app ensuring that the content reaches the maximum number of Indians so that they benefit from it and can secure their future. The app would also enable people to be aware of their short and long-term financial needs, save and invest for future needs and invest money to create a secure future, he said.
DhanDanaDan uses a series of five animated videos in an urban set-up and a storytelling format guided by a teenage character to explain several basic and important concepts of financial planning in a simplified manner in Hindi.
It may be noted that in 2021, Aryan was the only Indian among the winners of NASA's Artemis Next-Gen STEM – Moon to Mars App Development Challenge, where he along with students from other countries had developed an application to participate in the Artemis Generation's endeavours to land the first woman and the next man on the Moon.
A backpack is something akin to a soft treasure chest, a small but formidable vessel that can hold all the wonders of the world, or at least those portals that supply kids passage to knowledge, curiosity, and flights of imaginative fancy.
Receiving one of these wondrous items can start a student down a powerful path of learning, and if there's a kind note of encouragement inside?
That, too, is more than a little bit of magic.
Big Sunday, the pitch-in powerhouse behind so many of our region's major give-back events, hopes to fill over 3,000 backpacks for students around the region, all to help families "during these tough economic times."
The moving mission behind the large-scale volunteer effort?
That "... parents will hopefully be able to focus their more limited funds on other household needs, and teachers will hopefully see their students starting the school year together on a more level playing field."
How can you play an important part? Stop by Big Sunday's Melrose Avenue headquarters on Wednesday evening, Aug. 10, and fill backpacks with papers, folders, pencils, erasers, and everything a student might need.
Oh yes, and the all-important handwritten notes and cards.
Every backpack will include a note wishing the student well, and a happy, successful year, and if you'd like to pen one of these encouraging greetings, or several?
You can do so during the event, which will take place outdoors in the Big Sunday parking lot. (Volunteers age 5 and over must be vaccinated, do note.)
The backpacks, once full and brimming with hope and cheer for the year, will then head to a number of places around our area, including LAUSD Homeless Education Office, Harbor UCLA Pediatrics, and East Los Angeles Women's Center.
Can't make the Aug. 10 event but want to help out? You can sponsor a backpack for $25, or donate supplies (hosting a collection is another great option).
For everything you need to know about volunteering, donating money or supplies, and lending a hand and hope at this major effort, visit the Big Sunday site now.
LeBron James aims to supply students at his I Promise School opportunities they may not have otherwise.
Recently, the NBA superstar's mission shifted into another gear.
James Bromsey III, a sixth-grader at James' school in Akron, Ohio, was given behind-the-scenes access before NASCAR’s race Sunday at Michigan International Speedway.
It was a fitting way to celebrate a student, whose father died four years ago. James Bromsey II shared a dream with family and friends that his son would be in the Akron Soap Box Derby, an event that dates to 1934.
“My son was six months old when his dad said he was going to be in the soap box derby,” Tomika Pope recalled.
Bromsey fulfilled a promise to participate in the event in June. He was awarded a VIP experience by Roush Fenway Keselowski Racing, which put a paint job on Chris Buescher's No. 17 Ford to include logos, colors and words associated with the LeBron James Family Foundation.
Bromsey rode in a pace car, climbed up the spotter's stand and had a meet-and-greet session with Buescher.
“When did you do your first flip?" he asked Buescher, who said he had not flipped, but did recently have his car catch on fire. Buescher went on to tell his guests that his dad got him started in racing.
“Dad was into racing, too,” Bromsey said quietly.
During a tour of RFK's hauler, which included a peek through an overhead opening at the space where the team stores its two cars, Bromsey's aunt Tracy Gholston was almost brought to tears. Gholston said her brother died in 2018, shortly after a bout with pneumonia.
“He could have led this tour," she said, choking up. “It’s so emotional to see how God put this all together."
Bromsey added: “He would be telling you everything about all the cars."
Bromsey also was given access to the garage area, where he posed for pictures and pointed toward the I Promise School logo on Buescher's car. He later walked behind the Mustang as it was pushed to the track and watched as Buescher finished 16th in the 37-car race won by Kevin Harvick in the No. 4 Ford.
James is a minority owner in Fenway Sports Group, a parent company of RFK Racing. He opened the I Promise School, which is at full capacity with third to eighth-graders, four years ago in a partnership with his family foundation and Akron City Schools, aiming to support kids facing the same problems he had during a challenging childhood.
Before the race, James wished Buescher luck on Twitter and celebrated Bromsey's experience.
“For James to have this once-in-a-lifetime opportunity at the track is amazing," James said. “He’s an incredible kid with a love for racing. We wanted to show him that anything is possible when you go out and chase your dreams. And with the No. 17 car representing all of us, we want all the kids from Akron to know that nothing is out of reach for them.”
Did a day at the track inspire Bromsey to someday become a NASCAR driver?
“I'll stick to the soap box derby," he said, with a grin.
We are teaming up with the U.S. Chamber of Commerce Foundation's Hiring Our Heroes initiative and Disney's Veterans Institute for a virtual town hall on Wednesday.
The goal of this town hall is to prepare job seekers from the military community for the Hiring Our Heroes - Virtual Career Fair on Aug. 31.
Click here to register as a job seeker or employer for the virtual career fair on Aug. 31.
A panel of experts will answer questions about how to help veterans and military spouses transition successfully into a civilian career.
Disney Careers/Heroes Work Here: Disney has a long history of respect and appreciation for the U.S. Armed Services. Announced in 2012, Heroes Work here is a company-wide initiative to hire, train, and support returning veterans. Search for open roles by your Armed Forces career area, military rank range, and preferred work location. Also check out the Learning & Development tab to find additional career readiness videos and tools meant to help you prepare for the next step in your career.
Hiring Our Heroes: We connect the military community - service members, military spouses, and veterans-with American businesses to create economic opportunity and a strong and diversified workforce.
DAV: DAV is dedicated to a single purpose-empowering veterans to lead high-quality lives with respect and dignity.
Wounded Warrior Project: Every warrior has a next mission. We know that the transition to civilian life is a journey. And for every warrior, family member, and caregiver, that journey looks different. We are here for their first step, and each step that follows. Because we believe that every warrior should have a positive future to look forward to.
The Bob Woodruff Foundation: We navigate a maze of more than 46,000 nonprofits to find, fund, and shape innovative programs in communities where our veterans, their families, and caregivers live and work. BWF leverages partnerships with leading nonprofits, corporations, the military and the government to meet the emerging and long-term needs of today's veterans and their families.
The Mission Continues: The Mission Continues is a national, nonpartisan nonprofit that empowers veterans to continue their service, and empowers communities with veteran talent, skills and preparedness to generate visible impact.
USO: The USO strengthens America's military service members by keeping them connected to family, home and country, throughout their service to the nation.
American Corporate Partners (ACP): American Corporate Partners (ACP) is a national nonprofit organization focused on helping returning veterans and active duty spouses find their next careers through one-on-one mentoring, networking and online career advice.
U.S. Department of Veterans Affairs: V.A. for Vets, run by the U.S. Department of Veterans Affairs has everything a veteran needs to start the career transition.
Student Veterans of America: Through a network of more than 1,500 on-campus chapters, Student Veterans of America ensures that student veterans and military-connected students achieve their greatest potential.
DOD SkillBridge: The DOD SkillBridge program is an opportunity for Service members to gain valuable civilian work experience through specific industry training, apprenticeships, or internships during the last 180 days of service. SkillBridge connects Service members with industry partners in real-world job experiences.
USAA: USAA is dedicated to the financial security of members of the military, veterans and their families. We provide expert advice, a full range of financial products and best-in-class service that lets you know you are a part of the USAA family.
Department of Defense Military Spouse Employment Partnership (MSEP): The Department of Defense Military Spouse Employment Partnership (MSEP) connects military spouses with hundreds of partner employers who have committed to recruit, hire, promote and retain military spouses.
LinkedIn Free Membership: In collaboration with SheerID, LinkedIn offers eligible members of the U.S. military community one year of access to LinkedIn Premium. You'll also get unlimited access to more than 10,000 courses through our LinkedIn Learning platform as a part of the program.
Blue Star Families: We empower families to thrive as they serve and are committed to strengthening military families by connecting them with their neighbors to create vibrant communities of mutual support.
Veterans Opportunity to Work (VOW): The Veterans Opportunity to Work to Hire Heroes Act of 2011, provides a seamless transition for Service members, expands education and training, and provides opportunities for veterans.