Will Meta’s Threads tank Twitter?

Welcome to the first full workweek of July. It’s okay if you’ve spent the first few days of it on Threads—we won’t tell.

Meta’s Threads Sees a Mass of Downloads

It’s true—Meta’s new Threads app, famously a Twitter duplicate, gained “30 million users in less than 24 hours.” But will it replace Twitter for advertisers? Maybe. Brands like Airbnb, Netflix, Marvel Studios, Spotify, and more have already hopped onboard. On the roadmap for Meta is to “hook Threads into ActivityPub, the decentralized social media protocol that also powers Mastodon.” This would allow users to carry their profiles over to other platforms, creating a safety net for users—including brands and advertisers—who are afraid to invest heavily in a new platform that might fail. But numbers continue to look good for Threads. As of yesterday, it’s already surpassed 100 million users. Meanwhile, detractors say Threads’ positivity is “destined to be boring.” Only time will tell.

Truly Hard Seltzer Stresses Lightness with Zero Gravity Bar

Boston Beer Company’s Truly Hard Seltzer has a new activation with its Truly Zero Gravity Bar “at 32,000 feet in the same zero gravity environment utilized by astronauts.” The pop-up is part of Boston Beer Company’s "Lightly Fantastic" campaign and is happening in partnership with Zero-G.

Samsonite Luggage Uses Pre-Digital Travel Nostalgia

Luggage brand Samsonite is another brand leaning into nostalgia this summer with its “Travel Like Your Parents” campaign. It features retro photos, present-day recreations, and a 30-second video urging a new generation to create their own travel memories.

Denny’s Overhauls Rewards Program

Denny’s revamped its Rewards program to more deeply engage customers by adding personalized challenges which result in “never-before-seen rewards.” Users need to join on Dennys.com or on the Denny’s app to receive challenges and rewards.

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Around the Web

• About 59% of Americans view TikTok as a “threat to national security.”

• Fanatics will be testing its new livestream shopping platform throughout MLB All-Star Game festivities.

• Amazon’s Prime Day, which is technically two days, is in full swing—and the internet is all about it.

• The global brand & experiences leader of EY thinks generative AI may "democratize" creativity.

• Partner with high-performance UGC creators and micro-influencers in minutes — Use Insense to find the perfect creators, get UGC assets within 10 days, get one-click whitelisting connections, and build a roster of preferred creators for long-term collabs.*

• Yum! Brands announced it’ll use an AI-powered solution as its Customer Data Platform provider.

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Just Can’t Get Enough

The cousin of quiet-quitting: the “lazy girl job.” A.k.a., a mindless, meaningless job that affords many breaks throughout the day.

• Gen Z loves the all-around premise.

• And TikTok’s #lazygirljob has over 14 million views.

Have you downloaded Threads? Are you already forming a Threads strategy or are you waiting to see how other brands will handle it? Would you rather forget social media marketing altogether and go get a #lazygirljob? Reply and let us know!

Thanks for joining us, and we’ll see you Thursday!