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Our 10 best stories of 2018
Take a look back at Marketing Dive's top stories, which captured the biggest developments from executive departures to creative innovation that shaped the industry.
By Marketing Dive team • Dec. 21, 2018 -
TikTok
TikTok ties AR content sharing to charitable giving in celebrity-filled campaign
Nick Jonas, Nina Dobrev and others created mobile videos using new holiday-themed AR filters, and the platform wants others to do the same to help it donate $2 million.
By Robert Williams • Dec. 21, 2018 -
Explore the Trendline➔
FreshSplash via Getty Images
TrendlineRetail Marketing
Top stories that underscore the leading influences on retail marketing, including the creator economy, '90s nostalgia and Gen Z.
By Marketing Dive staff -
Cara Salpini/Marketing Dive
Nike execs see digital as 'the majority' of future business
E-commerce grew by 41% in Q2, and executives said that digitally focused store concepts and initiatives are paying off.
By Cara Salpini • Dec. 21, 2018 -
Who What Wear launches digital OOH campaign targeting mall shoppers
The digital fashion publication is offering short-form video trend reports, style guides, fashion news and how-to content across 4,500 screens in U.S. malls.
By Erica Sweeney • Dec. 21, 2018 -
Burger King Sweden
ColumnCampaign Trail: Burger King's royal gift; Krispy Kreme takes a stand; nutty holiday sweaters
Ahead of the holidays, marketers fight for gingerbread peoples' rights and offer goofy novelty gifts, including a $99 fire screen and snack-laden knitwear.
By Peter Adams , Natalie Black (Koltun) , Chris Kelly • Dec. 21, 2018 -
The Players' Tribune, Amazon Prime Video line up series focusing on NBA moms
The effort promotes Amazon Originals' "Jack Ryan" and will premiere during the NBA's Christmas Day games on both platforms.
By Erica Sweeney • Dec. 21, 2018 -
Coty infuses stores with VR tech for personalized scent shopping
People don a VR headset and smell scented stones to activate a 3D video that helps to determine their perfect perfume.
By Natalie Black (Koltun) , Erica Sweeney • Dec. 21, 2018 -
Rihanna's Fenty Beauty, Amazon lead social media mentions for holiday gift shopping, study says
The singer's beauty brand gift guide received the most engagements on Twitter in the lead-up to Christmas.
By Robert Williams • Dec. 20, 2018 -
YouTube Google Assistant
Google reimagines 'Home Alone' in new ad showcasing Google Assistant
Macaulay Culkin reprises his role as Kevin McCallister from the 1990 film and uses Google Assistant devices to foil the Wet Bandits.
By Erica Sweeney • Dec. 20, 2018 -
Behr dips into relaxing ASMR videos of painting process
Soothing sounds of popping open a paint can, swirling the mix and peeling tape off wall edges aim to showcase Behr's color selection and appeal to DIY-ers.
By Erica Sweeney • Dec. 20, 2018 -
Twitter will slide UK soccer highlights into overseas fans' inboxes
Fans in 10 markets can get video clips of top English teams by chatbot-powered direct messages.
By Robert Williams • Dec. 19, 2018 -
Tool of North America
Q&ADinosaurs and delis: How Tool of North America crafts epic experiences for Amazon
Two executives at the agency detail how it created innovative activations around "Jurassic World" and "The Marvelous Mrs. Maisel" for the tech giant turned cross-channel marketing platform.
By Chris Kelly • Dec. 18, 2018 -
Wonderful Halos mandarins partners with 8-year-old YouTube star
Parents can enter their kids to win a play date with the star of ToysReview and receive Wonderful Halos delivered while they're in season.
By Erica Sweeney • Dec. 18, 2018 -
Blippar collapses amid investor dispute, fires all staff
Two years ago, the AR startup boasted a unicorn-like valuation of $1.5 billion.
By Robert Williams • Dec. 18, 2018 -
Kool-Aid
Kool-Aid Man, rapper Lil Jon debut holiday music video
"All I Really Want for Christmas" is the Kraft Heinz beverage brand's latest move to wow younger consumers.
By Erica Sweeney • Dec. 18, 2018 -
Mobile developers grow optimistic about in-game ads, study says
Perception of in-game ads are steadily shifting from a "necessary evil" to an "important monetization strategy."
By Robert Williams • Dec. 18, 2018 -
Celebs, humor dominate YouTube's top ads of 2018
Amazon's "Alexa Loses Her Voice" topped the 2018 leaderboard with more than 50 million views.
By Erica Sweeney • Dec. 17, 2018 -
Getty Images
Google puts $1B toward sprawling new NYC campus
The 1.7 million square-foot expansion builds on the company's recent moves, such as buying Chelsea Market, and comes as Amazon establishes a greater foothold in the city.
By Peter Adams • Dec. 17, 2018 -
Twitter Tide ad
KFC, Tide, Nike among brands that 'won' Twitter in 2018
U.S. Head of Brand Strategy Ryan Oliver highlights brands that have mastered the social media platform.
By Robert Williams • Dec. 17, 2018 -
Sour Patch Kids
Sour Patch Kids wreck gingerbread house in 24-minute Amazon Prime video
The twist on online Yule Log videos is the latest example of brands working with Amazon to create more memorable experiences.
By Erica Sweeney • Dec. 17, 2018 -
Columbia Pictures promotes film premiere with 360-degree escape rooms
Surviving virtual rooms with themes from the upcoming "Escape Room" enters fans into a contest to win a trip to Los Angeles — and $1 million.
By Erica Sweeney • Dec. 17, 2018 -
Report: Amazon targets TV advertisers for Fire TV, builds dedicated sales team
Amazon, which has recently been positioning Fire TV as a standalone buy, is asking advertisers how they want to be pitched on the inventory.
By Erica Sweeney • Dec. 17, 2018 -
Williams-Sonoma
From kitchens to Kubernetes: Bringing tech to the consumer at Williams-Sonoma
CTO Yasir Anwar has led successful pilots of Kubernetes and AI and ML-based tools at the company. Even more innovation is on his 2019 agenda.
By Alex Hickey • Dec. 17, 2018 -
Esurance unrolls 'Surprisingly Painless Gifting' with Dennis Quaid wrapping paper
A limited-edition line of gift wrap, cards, boxes and tags featuring snarky messages and the actor's mug aims to ease stress around the holidays.
By Erica Sweeney • Dec. 14, 2018 -
Popular gamer Ninja calls NFL game in co-stream on Twitch
The worlds of sports and esports are colliding on Twitch, where gamers with millions of followers provide play-by-play commentary on live football games.
By Robert Williams • Dec. 14, 2018
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