Public Relations & Social Marketing Insight

Gisele Bündchen kicks butt in a new ad breaking today for Under Armour's "I Will What I Want" campaign by Droga5.

The supermodel and wife of NFL quarterback Tom Brady (a fellow UA athletic endorser) also shows off her kung fu and yoga abilities at iwillwhatiwant.com/gisele, which will stream real-time comments from social media.

Leanne Fremar, executive creative director for UA's women's brand, gave Adweek a sneak preview of the 60-second film, which rolls out Thursday on YouTube. Look for the raw, real video to go viral—much like the previous one with Misty Copeland, which has been watched nearly 6 million times.

...The lack of consistent correspondence between Twitter reaction and public opinion is partly a reflection of the fact that those who get news on Twitter – and particularly those who tweet news – are very different demographically from the public.

The overall reach of Twitter is modest. In the Pew Research Center’s 2012 biennial news consumption survey, just 13% of adults said they ever use Twitter or read Twitter messages; only 3% said they regularly or sometimes tweet or retweet news or news headlines on Twitter.

Twitter users are not representative of the public. Most notably, Twitter users are considerably younger than the general public and more likely to be Democrats or lean toward the Democratic Party. In the 2012 news consumption survey, half (50%) of adults who said they posted news on Twitter were younger than 30, compared with 23% of all adults. And 57% of those who posted news on Twitter were either Democrats or leaned Democratic, compared with 46% of the general public. (Another recent Pew Research Center survey provides even more detail on who uses Twitter and other social media.)...

...The first episode of "Fanta For The Funny," which rolls out Friday on CollegeHumor.com and across Fanta's social and digital channels, is comprised of dozens of Vine clips depicting gags and pratfalls from some of the platform's most popular personalities. There's no host of the show, just the brief video clips organized into vignettes around topics. In the first episode, Fanta doesn't actually appear in the Vine videos, though its branding is interspersed several times between segments. The series will run over the course of six weeks.

Brands are increasingly looking to platforms like Vine, a rising social media service owned by Twitter, to promote themselves and their products. On Vine, users post six-second clips, also called Vines. Despite -- or perhaps because of -- these time constraints, Vine has emerged as fertile ground for comedy, with hordes of young people posting humorous clips. Already, companies like General Mills, Ford and Virgin Mobile have tapped Vine stars for their campaigns....