Like it or not, many parents have a favorite child. It may vary from day to day, but almost universally, your parents have a preferred offspring.
Want to know if it’s you? Stop looking out for subtle cues like an extra warm, soft cookie for dessert. Get some cold, hard data instead: “The Favorite Child Detector” is a new app, created by FCB for Modern Family’s upcoming season on New Zealand’s Prime TV. And it playfully purports to put the mystery to rest once and for all.
The app, available online, examines the behavior of Mom and Dad on Facebook and tallies their “likes,” tags, comments and photos, to determine which kid will most likely have preferred status in the will.
The app also tests other people in your “modern family,” from your dog to your friends to your colleagues. Here’s how it works: pick a group of people to test. You can include your entire extended family, or just your siblings and your old man.
The Favorite Child Detector will trawl through their behavioral data, and then determine if you’re the Alex Dunphy of the family, or someone else less adored. It’s fun to see it go through all the posts and photos of yours that have been liked, and then watch it compare them to your sibling’s (or your friend’s.)
The best (or worst) part is going through the analysis to see why you got your ranking. If someone has “liked” all your photos and comments, you’re in the clear — and have a better chance of getting a bigger present at your birthday. The app requests that you sign in to Facebook first, but never posts anything on your profile — something more brand campaigns on the platform should do. It also only uses data that’s already available to you, so there isn’t a privacy concern.
Will people who are told they’re not the favorite child rush in droves to watch “Modern Family?” Maybe not, but the app is the latest in a series of brand moves that have used Facebook data. Grey Poupon, for example, famously only let you “like” the company’s Facebook page if you were deemed snobbish enough: Via an app created by CP+B, the campaign scanned Facebook user data and only let them like the page if they’d been to an Ivy League, or read classic books.
Mitsubishi last year went the opposite route to promote its “Unpretentious” positioning, a Facebook app that analyzed your friends for “pretentiousness” and then created a film showing the Mitsubishi Outlander “crashing through” the posts.
Digiday+ Research: Instagram wins over Facebook for role in brands’ holiday marketing
Brands differ on how they use each marketing channel during the holidays -- even when it comes to sibling social media platforms Facebook and Instagram, Digiday+ Research found.
How — and why — Candy Crush is in the midst of a 10th anniversary brand refresh
In the years since Activision Blizzard acquired the Swedish game studio King in 2016, employees at the gaming giant have started to internally refer to their company as “ABK” — that is, Activision Blizzard King. But the corporation’s recent financial reports indicate that “KAB” might be a more accurate abbreviation.
Independent agency Goat invests in influencer strategy for clients as it expands in the U.S.
Everyone is after influencers to up their marketing game. But the secret to success, Goat contends, is in viewing influencers as performance media and using data to deliver clients guaranteed outcomes.
SponsoredHow brands are measuring incremental performance on CTV
Connected TV is unique among other advertising channels because it combines linear television’s storytelling capabilities with digital marketing’s targeting and measurement. As more marketers leverage CTV advertisements to reach relevant and engaged audiences, they also want to understand the real value they are generating with their investment. Incrementality reporting and measurement allow advertisers to measure […]
Marketers bring Web3 to the FIFA World Cup with augmented reality, NFTs and virtual worlds
The month-long tournament, which begins this weekend, will be the first World Cup since it took place in Russia in 2018 long before “Web3” entered the global lexicon. Now, official and non-official sponsors are hoping to harness the hype with a range of NFTs, virtual worlds, augmented reality tools and other trendy tech.
U-Haul diversifies its social strategy to tell people it’s more than moving trucks
In recent years, U-Haul's in-house agency has been working to "better leverage social media for brand loyalty."