Bryan Coren

Hey there! My name's Bryan Coren & I am currently working as a Social Strategist for Cossette Toronto. Here you'll find my blog posts, professional work, and the most useful information you'll never need. Stay tuned!

Mercedes Benz #GLAPacked


Although I love this campaign, I don’t know if it’s smart for a luxury brand to target millennials, especially when it’s such an expensive product. But Mercedes-Benz is putting this strategy to the test with their new campaign, #GLApacked.

The brand is targeting millennials for the release of the GLA sports car this Fall, with the help from established artists and athletes who are top influencers on various social channels. Each user was loaned a GLA and asked to document a cross-country road trip on their account.

In the past year we’ve seen a strong push to a more visual web experience, and we know Visual storytelling on social is crucial to reaching this demographic, but realistically, most millennials won’t be able to purchase a Mercedes until they are older. Hopefully social executions like this will keep MB top of mind when the time actually comes.

Check out the microsite and enter for your chance to win 1 of 5 featured cargos: 

Recent Changes To Pinterest

Pinterest Launches 3 New “Pins”

Pinterest recently launched three new types of “Pins” to help users learn more about the things they love. The three new types of “Pins” are:

1. Product Pins – Pins with pricing, availability and where to buy.

2. Recipe Pins – Pins that include full recipes including cook times, ingredients and servings.

3. Movie Pins – Pins with content rankings, cast members and more.

The new pins are available for products, recipes and movies, but only to Pinterest’s selected partners. Users can see a tiny logo under the photo, which will indicate the pin’s elevated status and the user can click on the photo to see the extra information. 

Mobile Pinning

Pinterest has also now made the “Pin It” button mobile. Websites will now be able to embed the “Pin It” button in their mobile web experience so consumers can Pin on the go.

To implement the “Pin It” button to a website so fans can “Pin” products on the go, clients will need to set up meta-tags for their respective websites.

For a full “Product Pin” experience, please visit:

Original Source: 

Windows of New York

I love this project called Windows of New York that beautifully blends NY culture and design. Click here to check out the website. 


This article first appeared on Fast Company.

By now, many of you have already been inundated with the never-ending flurry of expert commentary and opinions related to our industry’s latest infatuation, real-time marketing. Of course, we all know Oreo’s exquisitely timed and provocative tweet during the Super Bowl set the benchmark for breakthrough marketing on one of the world’s most visible stages. That nimble activation not only generated immediate social recognition and praise from consumers, marketers, and SXSW panels alike, it also ignited the latest social media frenzy calling for brands everywhere to evolve from simply publishing content towards a much more sophisticated construct that looks more like a traditional “newsroom”—an editorial team model that supports agile content development, predictable distribution, and real-time performance analysis to help marketers reach and connect audiences at scale.

Of course, that’s a brilliant and powerful proposition for marketers who’ve already embraced branded content as a way to drive deeper connections with their most valued consumers. However, it’s perhaps a bit too progressive for those many others who are still in the very early stages of content marketing and not yet ready to unleash an army of strategists, community managers, content architects, data scientists, cultural anthropologists, and atomic physicists all huddled together waiting for the next meaningful meme to emerge so they can all pounce in real-time with surgical precision.

In all seriousness, the perceived operational requirements of an editorial “newsroom” model are enough to send tremors up the spines of CMOs everywhere. That said, there are several key themes that can be immediately leveraged from the “newsroom” approach that all brands can embrace now, to not only help engage audiences with breakthrough content, but more importantly, to ensure they remain an active and ongoing part of the cultural dialogue.

1. Tap into the moment: As marketers, we’ve been engineered to work towards developing the next killer brand campaign that will make our clients famous and fundamentally transform their businesses. Perhaps that’s still our collective motivation, but in the realm of real-time marketing, the notion of traditional campaign planning becomes a bit irrelevant. In this “always-on” marketplace, brands are now tasked with tapping into everyday moments as they emerge with genuine wit, creativity, and timeliness to help drive cultural relevance with their audiences. Of course, this model still requires extensive planning, preparation, and vision, but the emphasis shifts towards developing a series of micro-campaigns that tether back to a central brand idea or distinctive point of view. It’s this flexibility and reliance on real-time audience insights that encourage creative expression while still (ideally) remaining true to the spirit of the brand.

Recently, M&M’s brought this vision to life with a timely and playful tweet to a student who had invited Kate Upton to join him for his senior prom. Although clearly not on the scale of the Super Bowl, this approach encapsulates the exact vision of celebrating everyday cultural moments while still ensuring the experience remains relevant and authentic to the brand. Also relevant is AT&T’s prominent activation around March Madness that brought this vision to life at scale and enabled the brand to dominate the social engagement around key moments of the tournament.

2. Native experiences vs. native ads: As the worlds of branded content and social media continue to coalesce, native ads have emerged as one of the most viable and effective real-time syndication tools. However, just because native ad inventory appears on the distribution plan doesn’t automatically suggest the experience you are crafting is “native.” How many brands have you come across using promoted tweets to push promotional brand messaging? While it can be an exceptionally effective brand experience, it’s not nearly as interesting when used as a traditional ad vehicle.

Earlier this year, The Atlantic launched a native ad program featuring “sponsored content” from the Church of Scientology that didn’t necessarily align well with the proper journalistic credibility—again, native ad product by design, but clearly not in terms of the experience (and backlash) it created. Increasingly, as more audiences engage with content through curated feeds the appetite for disruption is essentially non-existent. Embracing an authentic, content-centric approach to syndication is still the best way for brands to tap into the natural rhythm of social engagement and sharing. 

3. Rigor and magic: In Nate Silver’s SXSW keynote, he suggested that in our pursuit for more data and information we have created a culture that fuels polarized thinking, citing the perpetual ineffectiveness of our political system to bring the point to life. As we think about the critical role data plays in real-time marketing, it’s important to ignore the non-essential “noise” and focus our attention on the key signals (i.e., social momentum, engagement, and velocity) that let us know our content is genuinely resonating with audiences—then act quickly to scale that experience as broadly as possible. Remember, nothing is formulaic (or predictable) in this space and the most effective real-time content strategy embraces a philosophy that imparts both data science and creativity to best drive brand impact.

The evolution from “brand as publisher” to “brand as newsroom” is well upon us and all brands have an opportunity to participate—at their own pace. However, news cycles and modern culture move quickly, so in order to break through, you must create an environment that supports active testing and iteration to generate the key insights that will help you navigate this new world moving forward.

New Twitter Ads

Twitter is introducing a feature that lets advertisers target ads based on words that appear in users’ tweets.

Twitter said in a blog post Wednesday that users won’t see any difference in their use of Twitter and the change doesn’t mean ads will show up more frequently.

Rather, Twitter says this keyword targeting will bring its users ads that are more relevant to them. For example if someone writes a tweet about a band they like, they might see an ad about the band’s upcoming concert nearby.

Twitter is privately held and doesn’t disclose revenue figures. Research firm eMarketer, however, expects the San Francisco company’s worldwide ad revenue to hit $583 million this year. Next year it is expected to grow to nearly $1 billion.

Bryan’s On YouTube?

I decided to create a YouTube channel because I’m usually really bored. Makes sense right? Check out my YouTube channel at: See ya there!

Pixar’s 22 Rules of Storytelling

These rules were originally tweeted by Emma Coats, Pixar’s Story Artist. Number 9 on the list - When you’re stuck, make a list of what wouldn’t happen next – is a great one and can apply to writers in all genres.

  1. You admire a character for trying more than for their successes.
  2. You gotta keep in mind what’s interesting to you as an audience, not what’s fun to do as a writer. They can be very different.
  3. Trying for theme is important, but you won’t see what the story is actually about til you’re at the end of it. Now rewrite.
  4. Once upon a time there was ___. Every day, ___. One day ___. Because of that, ___. Because of that, ___. Until finally ___.
  5. Simplify. Focus. Combine characters. Hop over detours. You’ll feel like you’re losing valuable stuff but it sets you free.
  6. What is your character good at, comfortable with? Throw the polar opposite at them. Challenge them. How do they deal?
  7. Come up with your ending before you figure out your middle. Seriously. Endings are hard, get yours working up front.
  8. Finish your story, let go even if it’s not perfect. In an ideal world you have both, but move on. Do better next time.
  9. When you’re stuck, make a list of what WOULDN’T happen next. Lots of times the material to get you unstuck will show up.
  10. Pull apart the stories you like. What you like in them is a part of you; you’ve got to recognize it before you can use it.
  11. Putting it on paper lets you start fixing it. If it stays in your head, a perfect idea, you’ll never share it with anyone.
  12. Discount the 1st thing that comes to mind. And the 2nd, 3rd, 4th, 5th – get the obvious out of the way. Surprise yourself.
  13. Give your characters opinions. Passive/malleable might seem likable to you as you write, but it’s poison to the audience.
  14. Why must you tell THIS story? What’s the belief burning within you that your story feeds off of? That’s the heart of it.
  15. If you were your character, in this situation, how would you feel? Honesty lends credibility to unbelievable situations.
  16. What are the stakes? Give us reason to root for the character. What happens if they don’t succeed? Stack the odds against.
  17. No work is ever wasted. If it’s not working, let go and move on – it’ll come back around to be useful later.
  18. You have to know yourself: the difference between doing your best & fussing. Story is testing, not refining.
  19. Coincidences to get characters into trouble are great; coincidences to get them out of it are cheating.
  20. Exercise: take the building blocks of a movie you dislike. How d’you rearrange them into what you DO like?
  21. You gotta identify with your situation/characters, can’t just write ‘cool’. What would make YOU act that way?
  22. What’s the essence of your story? Most economical telling of it? If you know that, you can build out from there.

Grumpy Cat Crowned Queen Of Social

Grumpy Cat has consumed my life for a while now, and she was just given the Interwebs highest honour, Queen of Social. This past week at SXSW Grumpy Cat earned over 3,000 Twitter mentions/day. 

Eat, Drink, Be Grumpy.

She’s basically living my dream. And for that G-Cat, I salute you.

For more Tard “Grumpy Cat” Johnson, click here

This is one of the best commercials from the SuperBowl. Great music, great celebrities, and one sexy model. I mean car. Actually, I really can’t decide what’s sexier. I’d like this car and everything that goes with it. And Kate Upton. Yup, thanks. 

I’ve never driven a Mercedes but I imagine it’s like driving a cloud on wheels.

Clever copywriting.

Glad to have hockey back!

To promote the release of the new Warner Bros movie “Gangster Squad”, WB used the “Hey Girl” Ryan Gosling meme to spark buzz and conversation. The image (posted above) is another great example of how knowing your audience and providing them relevant content is crucial to establishing a relationship and turning fans into advocates. Obviously girls are going to watch this movie for the sole fact that Ryan Gosling is in it. So why not capitalize on social buzz that already exists. Hell, I don’t even have a vagina but I’ll gladly see anything with Ryan Gosling in it.

Television might be the best place for digital marketers to learn, find new ideas and see how it can be done right.

With the brand new campaign from CBS’ Hawaii Five-O, which lets Twitter choose an ending, it’s clear that social media is having an immense impact on the television industry.

Hawaii Five-O is letting an upcoming episode, Kapu (Forgiven), be decided in real time via Twitter and online voting. Three endings were filmed during production, which equates to a huge financial investment in this social media campaign.

CBS must believe the money, time, talent and headache is worth it. They are probably right.

The big question is where does television go next?

This is probably a small step into what the television is capable of achieving by leveraging social media. It’s an exciting time for fans of the medium!

Does this motivate you to get more creative, and get more involved in social media? It should. 

Ah the Golden Globes, the one night of the year where, according to Amy Poehler, the “beautiful people of film rub shoulders with the rat-faced people of television.”

Check out the funniest moments from Tina Fey & Amy Poehler at the 2013 Golden Globes.