Sarahah: The App Coming For Snapchat

WATCH OF THE WEEK

OUR OBSESSION

MARKETING BUZZ

Platinum Transported

Fresh off of his collab with Nike, celebrity chef David Chang is teaming up with American Express to create a 360-degree VR experience. Part of the credit card company’s latest campaign, “Platinum Transported,” the 2-minute video features Chang describing the “alchemy of deliciousness” behind one his favorite dishes, uni with chickpea hoisin, served at Chang’sMomofuku Ko restaurant. While the chef describes each ingredient and how it compliments the others, beautiful visual representations of said ingredients dance across the screen and around the viewer in VR, transporting them into his world. Stay tuned: Amex is going to be releasing even more immersive content experiences to promote their redesigned Platinum Transported card.

Raised Without Gender

With the trans rights movement gaining traction in the United States, VICE host Amelia Abraham recently visited forward-thinking Sweden, home to gender neutral schooling and gender non-conforming families. To find out what it’s like to grow up without the usual gender binary, Amelia visits Swedish schools that have been forbidden from enforcing gender stereotypes since 1998 as well as a family in which the lead parent, Mapa (mom and dad) Del LaGrace Volcano, is intersex. As gender fluidity continues to become commonplace with Gen Z, this VICE short film is a compelling exploration into a world where children are encouraged to live without the pressure of gendered expectations.

Nicole Richie's 2007 Memorial Day BBQ

Taking a cue from Millennials, Gen Zs expect on-demand everything. Like food, drivers, and laundry, there’s now an app to get on-demand art as well. Send Me SFMOMA is an SMS service that makes sharing the museum’s extensive art collection as easy as texting a friend. While the museum’s entire art assemblage would require a person to walk 121.3 miles to view each piece, Send Me SFMOMA delivers a more comprehensive and personalized experience that allows viewers to explore and appreciate the collection in a convenient new way. Users simply text “send me” to 572-51 followed by a keyword, color, mood, or emoji, and an image of a piece curated just for them will be sent straight to their phones. A fun way to make art more engaging and customized, we applaud SFMOMA for its creative initiative that engages Gen Zs on their favorite place: their smartphones.


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APP-TASTIC

Tasty One Top

BuzzFeed’s Tasty, aka the Millennial Food Network, has already expanded from viral videos to a cookbook and coffee to much fanfare. Now, the digital brand is getting into cookware. The brand recently debuted the Tasty One Top, a compact hot plate-like appliance created in partnership with GE. The Tasty One Top communicates with the Tasty app via Bluetooth to cook food at the perfect temperature based on the selected recipe, making cooking easier and more tech-infused than ever. Proving they know their audience, the brand joked that they went with a Pentagon Shape “because Instagram.” Officially available in November, the $149 appliance is currently available for preorder.

Sarahah

While Snapchat and Instagram continue their quest to win over Gen Zs, new app Sarahah has come onto the scene to steal some of the spotlight. Currently number one in the app store, the buzzworthy app bills itself as an anonymous tool for honest feedback and heartwarming message and like its predecessors, YikYak and ask.fm, the simple, anonymous format is the app’s biggest draw. Users search for people to leave comments for and can control how public their profiles are, as well as favorite messages they receive. Overall, Gen Zs are a pretty positive generation, but as with any anonymous app, our bet is that many the messages being sent are hardly “heartwarming,” thus time will tell if Sarahah can survive the onslaught of Gen Z trolls.

Could You Eat?

Non-profit organization End Allergies Together (E.A.T.) and BBDO joined forces to create a hilarious and impactful PSA utilizing celebrity Chef Ming Tsai that raises food allergy awareness. The PSA begins with Ming Tsai offering paralysis-inducing menu items from a food truck, Khil Me, that leaves bystanders in shock at the possible side effects of consumption, including mouth numbness, shortness of breath, coma, and even death. The humorous video ends with a profound message reminding viewers that they wouldn’t want to risk eating something deadly on a daily basis, which is a reality for 220 million people with food allergies around the world, and powerfully prompts users to text “CURE” to 80077 to donate directly to scientists seeking a cure.