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Column
Campaign Trail: Ikea's pee ad; Diet Coke courts millennials; Adidas's kicks access public transit
The Swedish retailer's pregnancy test stunt takes the ad world by storm, while new sneakers come embedded with an annual subway pass and a refreshed soda brand still feels flat.
By Peter Adams , Chantal Tode , Natalie Koltun • Jan. 12, 2018 -
PepsiCo pits NFL legends in cooking challenge for Super Bowl push
Three contestants made dishes from the brand's products, with the winning creation earning a spot on Buffalo Wild Wings's Minneapolis menu for game day weekend.
By Erica Sweeney • Jan. 11, 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 -
PeopleTV expands Twitter live streaming with new series 'The Chatter'
Viewers can engage with the news show in real time through tweets, questions and polls, while advertising sponsorships and integration opportunities will be available to marketers.
By Erica Sweeney • Jan. 11, 2018 -
Cheetos champions new dance craze in support of USA Curling team
The brand created a music video inspired by "Teach Me How to Dougie" to raise awareness for the lesser-known Winter Olympic sport.
By Erica Sweeney • Jan. 10, 2018 -
Report: Details emerge on Facebook's planned video chat device
The Portal hardware will not be focused on an AI assistant like Alexa but instead on video communications between friends and family.
By Erica Sweeney • Jan. 10, 2018 -
Study: Super Bowl advertisers see sustained post-game sales boost
The boost was especially apparent for sole advertisers in a specific product category, like AB InBev's Budweiser.
By Erica Sweeney • Jan. 9, 2018 -
Viacom acquires influencer marketing company Whosay
The deal helps the media conglomerate expand into emerging digital platforms and go after next-generation solutions, two key focus areas for 2018.
By Erica Sweeney • Jan. 9, 2018 -
Allstate's 'Mayhem' falls short of his New Year's goals in latest ad
In a spot that debuted around Monday's College Football Playoff National Championship, the brand mascot quickly broke his resolutions for 2018.
By Natalie Koltun • Jan. 9, 2018 -
Universal asks fans to recreate classic 'Jurassic Park' scenes for film's 25th anniversary
The studio will share compilations of the most original user-generated content on the "Jurassic World" website and YouTube, Facebook and Instagram pages.
By Erica Sweeney • Jan. 8, 2018 -
Deep Dive
Why brands will go to extremes — lengthwise — with digital video in 2018
Marketers will continue to experiment and push boundaries as they look to address growing online consumption.
By Kayla Matthews • Jan. 8, 2018 -
Pizza Hut sponsors NCAA on-field delivery dash to unlock deal for fans
The matchup is the second installment of the "Pizza Hut Rivalry Challenges," with more planned for 2018.
By Erica Sweeney • Jan. 5, 2018 -
JPMorgan Chase develops algorithm for brand-safe ad placement on YouTube
Frustration with the video platform's sluggish response to concerns over ad placements prompted the bank brand to take matters into its own hands.
By Erica Sweeney • Jan. 5, 2018 -
IAB, 4A's release addendum around long-form video
The first update to the terms and conditions since 2009 reflects marketers' need for standards for video content that's eight minutes or longer in duration.
By Erica Sweeney • Jan. 5, 2018 -
Kraft rewards UGC to support hockey communities
The fourth annual Hockeyville program adds the ability to earn points for uploading content and interacting on social media.
By Erica Sweeney • Jan. 3, 2018 -
Bud Light's nonsensical 'dilly dilly' becomes viral success
Can the phenomenon, echoing the ubiquity of Budweiser's "Whassup?" tagline, steer a sales turnaround for the struggling brand?
By Erica Sweeney • Jan. 2, 2018 -
Allstate's 'Mayhem' makes a New Year's resolution in fresh campaign
The insurance company released six TV spots and digital and social media efforts ahead of the Allstate Sugar Bowl on Jan. 1.
By Natalie Koltun • Dec. 29, 2017 -
Opinion
Singing 'Auld Lang Syne' to old TV ad ideas
Cries over the death of TV are overblown, writes TVSquared's Kevin O'Reilly. But that doesn't mean the industry should stop innovating.
By Kevin O'Reilly • Dec. 29, 2017 -
Study: Cause-driven Gen Zers expect a lot from brands
The younger generation is likely to be a bigger driver of shifting tech use than millennials.
By Erica Sweeney • Dec. 27, 2017 -
Steven Soderbergh's mysterious 'Mosaic' hints at mobile's choose-your-own adventure potential
True to its title, the free app lets viewers pick different stories and points-of-view to pursue and replay, along with providing bits of auxiliary media like PDFs.
By Peter Adams • Dec. 26, 2017 -
Study: Starbucks takes crown for holiday video views
The coffee-centric QSR’s holiday video has more than double the views of the entry from H&M, which is in second place.
By David Kirkpatrick • Dec. 22, 2017 -
Deep Dive
How Amazon's data trove gives Prime Video an edge in marketing shows
In an interview with Marketing Dive, Amazon Studios' head of marketing discusses how the platform breaks through in a crowded marketplace.
By Dianna Christe • Dec. 22, 2017 -
IAB: Digital ad spending jumped 23% in first half of 2017
The news is good for the digital marketing landscape, suggesting it is weathering a tumultuous year just fine.
By David Kirkpatrick • Dec. 21, 2017 -
Column
Campaign Trail: Brands say happy holidays with nostalgia, airline Santa and boozy caroling
Captain Morgan and EasyJet deploy costumed ambassadors to spread good cheer, while Toys R Us hearkens back to the golden days before its bankruptcy.
By Peter Adams , Chantal Tode , Natalie Koltun • Dec. 21, 2017 -
KFC hires unknown actor to fill the Colonel's shoes
There's a particular purpose behind having Christopher Boyer, whose previous roles include "man in mattress store," portray the brand icon.
By David Kirkpatrick , Peter Adams • Dec. 21, 2017 -
Levi's debuts shoppable video for holiday gift inspiration
The brand merges an interactive digital experience with e-commerce to appeal to millennial and Gen Z consumers.
By David Kirkpatrick • Dec. 20, 2017
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