Weekly Digital Roundup (6.2.14)

From Omnicom's deal with Twitter to another nail in the banner ad's casket, here’s what we found to be the biggest news, so you may comfortably remain snuggled under a rock.

Running Out of Words

What happens when the novelty Twitter bot @everyword runs out of words? We may soon find out. Seven years and 109,299 tweets later, @everyword is nearing the end of its epic journey to tweet every word in the English language. The man behind the account says that he hopes the project will prompt people to think about the nature of the language on the Internet. May the countdown begin.

Hunt Hungry

With the launch of its newest menu item, Taco Bell has challenged its customers to visit Twitter and Reddit to find clues leading to the new Spicy Chicken Cool Ranch Doritos Locos Taco (that's a mouthful). The digital scavenger hunt encouraged young consumers to find clues in order to win prizes. Taco Bell had about 4,000 mentions of the scavenger hunt, with thousands of people scouring the sites for clues. Most of the prizes have been claimed, however the grand prize of a year's worth of tacos is still up for grabs. Happy hunting!

Cadburying the Competition

The Cadbury Creme Eggs have made a big splash on the social media scene. The brand's social strategy of "storytelling at scale," led to a highly successful Facebook campaign in 2013. The campaign used a series of one-off posts to create a narrative that resulted in 20% increase in purchase consideration—the same as TV, but a third of the cost. All ‘bout that content creation.

Accuen + MoPub

Omnicom struck a $230 million mobile-focused deal with Twitter this week to integrate their ad-buying unit, Accuen, with Twitter's ad exchange, MoPub. This deal will guarantee ad rates and inventory access for the next two years. Another perk for Omicom is that the company will get first dibs on new ad units and services developed by Twitter. Learn more here.

Digging the Banner Ad’s Grave

IAB and a bunch of affiliated Ad Networks will soon begin fading out Universal Ad Packages (728x90, 160x600, 300x250, etc). They call the newer suite of rich media ad unit sizes “Rising Stars,” and publishers that have been integrating them into their ad suites report 2.5x higher interaction rate and a 31% increase in ad visibility time than UAP ads. Standard banners won’t disappear overnight—in fact, maybe not for another year or two, but we recommend infusing this “Rising Star” format into your future marketing campaigns, before your current ones become fossilized.BRB, watching #WWDC14.