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Courtesy of Sour Patch Kids
Sour Patch Kids taps Twitch streamers for flavor competition
Each creator will host a livestream and debut custom packaging that bears their likeness as part of efforts to engage with gamers.
By Chris Kelly • June 13, 2022 -
Ore Huiying via Getty Images
How Netflix's potential acquisition of Roku would affect CTV advertising
While an acquisition is reportedly not in the works, Netflix has met with Roku and Comcast about outsourcing its ad operations, per The Information.
By Chris Kelly • Updated June 14, 2022 -
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 -
Courtesy of Glossier
YouTube brings shopping to Shorts with Glossier Challenge
Glossier is the first brand to sell products through YouTube’s TikTok-like video format, an increasingly central part of the platform’s growth strategy.
By Robert Williams • June 9, 2022 -
Courtesy of PepsiCo
PepsiCo's Bubly illustrates importance of LGBTQ chosen families for Pride
A video short calls attention to how safe spaces form bonds in the community, while the brand is issuing financial grants to struggling venues.
By Peter Adams • June 7, 2022 -
Courtesy of Wonderful Pistachios
Wonderful Pistachios deploys baby Groot for plant-based protein push
A campaign features custom packaging exclusive to Walmart in the U.S. and lines up with a new Disney+ series centered on the cutesy, tree-like character.
By Peter Adams • June 6, 2022 -
Courtesy of Beats by Dre
ColumnCampaign Trail: Beats by Dre showcases crossover between basketball, hip-hop and ads
Translation tapped NBA All Star Ja Morant and rapper Lil Baby to reimagine 20-year-old Reebok spots masterminded by agency founder Steve Stoute.
By Chris Kelly • June 3, 2022 -
Courtesy of Heineken
Heineken devises bottle opener that shuts down work apps
A bid at addressing the pandemic's work-life imbalance, the functional gizmo complements a new brand platform tackling tired cliches.
By Peter Adams • June 1, 2022 -
Courtesy of Instacart
Unilever, Mondelēz, PepsiCo sign up for Instacart's new shoppable ad units
Commerce-enabled video and display offerings speak to how retail media formats are getting more sophisticated as platforms chase larger budgets.
By Peter Adams • May 27, 2022 -
Drew Angerer via Getty Images
TikTok takes page from Twitch as battle for creators intensifies
A Live Subscription feature promises predictable monthly income, which could appeal to a creator base that’s felt the double-edged sword of overnight virality.
By Peter Adams • May 26, 2022 -
Drew Angerer via Getty Images
Google reimagines search beyond '10 blue links'
At its Marketing Live event, the tech giant expressed a desire to steer digital advertising toward more interactive features, including AR shopping ads in search results.
By Peter Adams • May 25, 2022 -
Courtesy of ATTN:
Candle Media extends content deal-making run with Attn: acquisition
The reportedly $150 million deal will invest in Attn:’s marketing services, including a dedicated TikTok studio launched last year.
By Peter Adams • May 23, 2022 -
Chris Kelly/Marketing Dive
Warner Bros. Discovery holds back on streaming tie-up details at first upfront
The star-studded event highlighted the newly merged company's content but didn't offer details about its proposed combined streaming platform.
By Chris Kelly • May 19, 2022 -
Retrieved from Domino's Pizza, Inc. on May 16, 2022
Domino's grants 'Stranger Things' fans 'mind-ordering' powers through new app
An immersive mobile experience tied to the Netflix show’s return uses facial recognition and eye-tracking technology to help users order pizza.
By Peter Adams • Updated May 17, 2022 -
Spencer Platt via Getty Images
Google adds customizable ads on search and YouTube
New tools help users manage interactions with advertisers, including blocking or reporting content and viewing an ad’s funding sources and targeting metrics.
By Natalie Black (Koltun) • May 12, 2022 -
Courtesy of Peloton
Peloton ad spending plunged as new users wane, analysis finds
While media investments dipped in a rocky first quarter, they may be on the upswing again as the brand kicks off an ad campaign focused on instructors.
By Natalie Black (Koltun) • May 12, 2022 -
Pepsi released a video as part of the campaign that features soccer player Paul Pogba and a Rube Goldberg machine. The image was retrieved from its video on May 11, 2022.
Pepsi, Pizza Hut put soccer fans in Paul Pogba's shoes with AR game
Activations with Yum Brands restaurants attempt to capture the excitement ahead of the UEFA Champions League final with help from the star midfielder.
By Peter Adams • May 11, 2022 -
Courtesy of Doritos
Doritos hosts virtual concert from the Upside Down for 'Stranger Things'
Fans can secure tickets to the event featuring ‘80s acts like the The Go-Go’s, Soft Cell and Corey Hart through specially marked packaging and a website.
By Peter Adams • May 10, 2022 -
Courtesy of Roku
How streaming TV platforms upped their games at the NewFronts
Roku, Tubi and FuboTV pitched advertisers around measurement and targeting at a time when both the streaming and digital ad landscapes are in flux.
By Chris Kelly • May 9, 2022 -
Courtesy of Peloton
Peloton races to revitalize brand with help from star instructors
A refresh campaign places the fitness company’s talent in cinematic scenarios, while Wall Street remains unimpressed by larger turnaround efforts.
By Peter Adams • May 9, 2022 -
Permission granted by Peter Adams/Marketing Dive
TikTok's new premium ad unit aligns brands with top 4% of videos
TikTok Pulse is bought at a fixed CPM and on a reservation basis, speaking to the app’s efforts to cater to deeper-pocketed advertisers at the NewFronts.
By Peter Adams • May 5, 2022 -
Permission granted by Snap Inc.
Snapchat partners with Cameo to streamline brand-creator ad deals
Mattress Firm, Molson Coors and Kraft have been beta testing the program, letting them draw on over 45,000 personalities for custom video ads.
By Peter Adams • May 4, 2022 -
Retrieved from Amazon on May 03, 2022
Amazon looks to lure brands with new streaming tech integrations
At its second NewFronts presentation, the company showed off a tool that lets advertisers insert their products into programming even after filming ends.
By Peter Adams • Updated May 4, 2022 -
Photo Illustration: Shaun Lucas/Industry Dive; Getty Images
Deep DiveHow Coke and Pepsi's rivalry shaped marketing — and where it goes next
As the most enduring consumer brand rivalry enters a new phase in the metaverse, tall orders around sustainability may demand cooperation over competition.
By Peter Adams • May 3, 2022 -
Courtesy of H&M
H&M hands mic to Pete Davidson in ads courting male shoppers
The comedian known for his "scumbro" style stars in an effort that isn't tied to a specific collection, but aims to grow H&M's overall market share with men.
By Peter Adams • May 2, 2022 -
Courtesy of Sweetgreen
Sweetgreen's ambassador team adds NBA's Devin Booker with TikTok-inspired spot
A celebrity-backed "Create Your Own" campaign looks to boost the chain's digital orders, which made up 65% of sales last quarter.
By Chris Kelly • May 2, 2022
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