HOW AN ENGINEER WITH A THIRST FOR WHISKEY TURNED TESLA INFLUENCER

German whiskey king Horst Lüning spends millions on domains and dominates Youtube

Horst Lüning from whisky.de in one of his whiskey videos on Tesla. (image: Youtube)

In early 2014, the domain whisky.com changed hands for a cool USD 3.1 million–and continues to be one of the most expensive websites in the world. The domain’s new owner is a family-run business named Whisky.de GmbH from a tiny Bavarian village. Horst Lüning is actually better known internationally as a whiskey taster on YouTube, which has propelled him to cult status thanks to three YouTube channels with roughly 47 million impressions. But in recent years his fame has propelled him into the role of a Tesla influencer—helping net the auto company millions in revenue. OMR uncovers Lüning’s rise to whisky fame and evolution to Tesla ambassador.
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Who’s the most GIF-ted? These brands are killing it on GIPHY

OMR crawled and ranked the largest branded channels on GIPHY

Giphy Brand Ranking OMR 30 years. That’s how long GIFs have been around. But GIFs (pronounced GIF or JIF—if you like being wrong) have never been as popular as they have been in the last five years. On GIPHY, the world’s largest GIF portal, 200 million people search for the perfect video loop. With so much traffic, it’s no wonder that brands and companies run their own accounts. That got us to thinking: who’s the biggest brand on the platform? And how big is the biggest channel? To find out who’s the king GIF marketing, we created an algorithm to crawl GIPHY and then ranked the top-50.
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“I don’t give a sh*t about legacy.”

Agency legend Bob Greenberg on the OMR Podcast

Bob Greenberg OMR Podcast

R/GA-Founder Bob Greenberg.

He’ll soon be 70 and still doesn’t show any signs of slowing down. Bob Greenberg, R/GA founder is a legend among ad agencies—although he could care less about his legacy. Guest host and Thjnk founder Michael Trautmann sat down to talk with Bob on the OMR Podcast to find out why he likes repositioning the company once every nine years, his thoughts on Gary Vaynerchuk and which companies could make the leap and join the likes of Google, Amazon, Facebook and Apple.

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10 dollars to check your kicks: Yeezy Busta knows what you’re wearing

600,000 Followers on the 19 year old’s Instagram account

Yeezy Busta

“Yeezy Busta” at work. (Image: Youtube)

The sneaker hype online shows no signs of slowing. Models like “Yeezy” by Adidas and Kanye West and their absolute limited supply give rise to an incredible amount of hype—and to counterfeits. A 19-year-old med student from LA has decided to take up the fight against fakes. On his Instagram account, he not only takes celebs to task for wearing knock-offs, but also helps out regular dudes and dudettes with an authenticity check—and apparently makes bank.
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Mary Meeker is a moneymaker: Here are her 6 top online shops worth copying

The Meek shall inherit the Internet

Mary Meeker

Mary Meeker, partner at Kleiner Perkins Caufield & Byers

It’s appointment viewing for the industry. Mary Meeker’s “Internet Trends” turns marketing heads from across the industry. On over 350 slides, Meeker, a partner at Silicon Valley VC firm Kleiner, Perkins, Caufield & Byers, presented her outlook and ones to watch for the next year back in July. To make sure that nothing important gets lost in the shuffle we took a closer look and have highlighted 6 eCommerce startups worth keeping your eye on.
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Marketing that’s a riot.

What better way to boost affiliate marketing revenue than by capitalizing on social unrest?

G20 Affiliate

Last week, Hamburg took center stage in the world’s media consciousness—first as host of the much-anticipated G20 Summit, and then as a playground for marauding rioters to clash with police, set fire to cars and plunder local businesses. The coverage garnered significant traction on social media especially, where the at times terrifying videos were shared several million times. But like the old saying goes, every Molotov cocktail has a silver lining (Is that right? Yeah, that’s right.) And marketers loose on morals recognized the chance and pounced to earn money as affiliates. OMR presents the questionable practice.
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It’s got the goods. How stripped-down erotic forum Joyclub turns a major profit — but no tricks.

Community building in Bavaria and Saxony

Joyclub

Lonely hearts searching for a flirt, or the man or woman of your dreams has long since been relocated to the digital world. Online dating / matchmaking / hookups is a billion-dollar industry dominated by dating apps like Tinder. But while the major mobile players reap the lion’s share, smaller portals with archaically designed forums continue to persist, exist and thrive in their niches. Joyclub is one such example.

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SWITCHING SIDES: HOW DJ KHALED USED SNAPCHAT TO GET BIG ONLY TO JUMP SHIP FOR INSTAGRAM

Ruling social media monarch DJ Khaled launches Instagram show and shifts away from Snapchat

DJ Khaled Snapchat Instagram
It’s been a rough couple of weeks for Snap. First Facebook straight up jacked several functions from Snap, then chief executive chosen one Evan Spiegel reported massively disappointing quarterly figures and user growth leading to the collapse of its share price. And now Snap’s top influencer, DJ Khaled, is set to launch his own show on Instagram, i.e. the competition. The show has some hefty backing, too, receiving funding from a media company that is a part of the extended Disney family—and which previously was exclusively active on Snapchat, and is now only on Instagram. Whether it’s a sign of the beginning of the end or merely a bump in the road, it’s not optimal.
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Scams, subscriptions and bot chats: How one German fauxporn Youtube star screws her fans

Private pics and promises of direct contact have fans blowing their loads

Katja Krasavice

Videos boasting risqué titles, thumbnails teasing gobs of bare skin and steamy sexual indiscretions—all of which end up being more hot air than hot stuff. Katja Krasavice has teased, baited and badgered her way to a bulging fan base: 800,000 Youtube subscribers and 200 million views. The aspiring sex star has milked the shady practice for everything it’s got—and spread it to other platforms in increasingly dubious ways. OMR got down and dirty for a closer look at the budding fauxporn star.
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OMR Podcast, Episode 6: Facebook VP Ads and Business Platform Andrew Bosworth

OMR Podcast Special: Andrew “Boz” Bosworth, the inventor of Newsfeed and author of Ads at Facebook drops by the OMR Podcast during OMR Festival 2017

Andrew Boz Bosworth OMR17

Andrew “Boz” Bosworth on the Conference stage at OMR Festival 2017.

He was once Mark Zuckerberg’s teaching assistant at Harvard and later followed him to Facebook as the 9th employee ever after a two-year interlude at Microsoft. In his time at FB, Boz has left an indelible mark on the company developing Newsfeed and pushing mobile ads. Today, he is VP of Ads and Business Platform Silicon Valley behemoth. After delivering the opening keynote at OMR Festival 2017, Boz sat down with German marketing trailblazer and VC magician Florian Heinemann (Project A Ventures, Thrillist, Trivago and many more) to talk about the past, present and future at Facebook.
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