Marketer of the Year: Burger King

The fast food giant drummed up loyalty by dunking on rivals, wedging into timely pop culture moments and driving app downloads through smartphone-centric campaigns.

By Natalie Black (Koltun) • Dec. 9, 2019

The Mobile Marketer Awards for 2019

From Burger King to TikTok, these are the companies and executives that shaped the mobile marketing industry this year.

Dec. 9, 2019

Explore the Trendline➔

Retail Marketing

Top stories that underscore the leading influences on retail marketing, including Gen Z, pop culture and generative AI.

By Marketing Dive staff

Campaign Trail: Lagunitas keeps it weird with TV shopping network parody

The beer brand's CMO explains how it tapped into the branded merchandise trend while highlighting employees in a cheeky video series that promotes its IPAs moving to cans.

By Natalie Black (Koltun) • Dec. 6, 2019

Will personalization's role in marketing shrink as challenges grow?

Gartner predicts 80% of marketers will drop personalization in five years while the ANA named "personalization" its marketing word of the year, highlighting the tactic's appeal and challenges.

By Barry Levine • Dec. 6, 2019

Serena Williams serves shoppable videos via Verizon Media

The tennis star's "Everybody, Every Body" series shows off her S by Serena fashion line on Yahoo Shopping.

By Robert Williams • Dec. 6, 2019

Pantene supports LGBTQ+ folks with 'Going Home for the Holidays' series

This purpose-driven holiday campaign speaks to the 44% of LGBTQ+ people who feel they can't come home as their true selves.

By Barry Levine • Dec. 6, 2019

Instagram taps Celine Dion for shoppable video of retro fashion

Marc Jacobs, Michael Kors, Adidas and Oscar De La Renta are among the 18 brands offering products to buy directly through Instagram.

By Robert Williams • Dec. 6, 2019

Imgur debuts meme-sharing app for gamers

Melee lets gamers and esports fans watch gaming highlights, follow top gamers and is integrated with streaming platform Twitch.

By Robert Williams • Dec. 6, 2019

Pantone enlivens 2020 Color of the Year pick with slew of multisensory experiences

Partners like Adobe and FedEx will help consumers experience the "solid and dependable" Classic Blue in ways beyond the visual.

By Peter Adams • Dec. 5, 2019

J.M. Smucker brews marketing refresh for Folgers and 1850 Coffee

The double shot of entertaining content comes from PSOne, the CPG's dedicated agency within Publicis Groupe.

By Dianna Christe • Dec. 4, 2019

Kool-Aid crashes onto TikTok with holiday video challenge

The Kraft Heinz brand's mascot and rapper Lil Jon encourage people to post social videos for a chance to win $10,000.

By Robert Williams • Dec. 4, 2019

Teleflora blooms on social media with combination CGI/live action ads

A toy elf comes to life and offers advice to a mom stressed out by her holiday to-do list in the 15- and 30-second humorous digital spots. 

By Robert Williams • Dec. 3, 2019

Mercedes-Benz rides with singer The Weeknd for electric SUV ad

Teaming with the R&B superstar could help the luxury car brand resonate with younger buyers.

By Barry Levine • Dec. 3, 2019

Susan G. Komen brings fundraising efforts to 'Fortnite'

During a livestream on Twitch and YouTube, gaming influencers will use a custom map and challenge viewers to donate and beat their speedrun time.

By Barry Levine • Dec. 3, 2019

Secret opens Instagram directory, shoppable videos bolstering women-run businesses

The P&G brand wants to help women business leaders score a fair share of the $730 billion forecast to be spent around the holidays. 

By Peter Adams • Dec. 2, 2019

T-Mobile lifts customer acquisitions 400% with personalized videos

The wireless carrier sought to elevate the effectiveness of its email communications through artificial intelligence.

By Robert Williams • Dec. 2, 2019

AR/VR spending will soar 79% to $18.8B next year, study predicts

Retailers are expected to spend $1.5 billion on augmented and virtual reality products and services in 2020.

By Robert Williams • Dec. 2, 2019

HBO brings 'His Dark Materials' creatures to life with Snapchat

The effort includes a location-based Landmarker AR Lens that activates a virtual polar bear at Hollywood's TCL Chinese Theater.

By Robert Williams • Nov. 27, 2019

Louis XIII Cognac composes 1-note symphony based on clinking glasses

A jazz composer — and robots — helped the brand bring to life the G-sharp tune that rings when two glasses of its cognac are clinked. 

By Dianna Christe • Nov. 27, 2019

Pringles debuts chip-dispensing gaming headset on Twitch

Part of a "Gears 5" tie-up, the headphones have a swivel arm that automatically feeds the brand's stackable potato chips into the wearer's mouth.

By Robert Williams • Nov. 27, 2019

Fiverr's new store connects influencers with support services

The online hub for freelance services could link social media personalities to people assisting with video editing to graphic design.

By Robert Williams • Nov. 26, 2019

Adidas cuts out tech middlemen with in-app sneaker try-on

An iOS app update uses augmented reality to let shoppers virtually sample the brand's new Alphaedge 4D shoe line.

By Robert Williams • Nov. 25, 2019

How mobile ads are powering a social commerce surge this holiday season

"The gap between promotion and purchase is closing and making the experience more seamless," Elastic Path's Darin Archer​ said about how platforms like TikTok and Instagram are blending ads and shopping.

By Robert Williams • Nov. 25, 2019

Warner Bros.' new 'Friends' app helps fans recreate iconic scenes around 'Friendsgiving'

AT&T, Lego and Coffee Bean & Tea Leaf made branded stickers for the app, which also features virtual filters based on famous moments from the show. 

By Robert Williams • Nov. 25, 2019

Wingstop lets Twitch users order food while watching livestreams

Viewers interact directly with a streamer who provides menu suggestions and then can place an order for DoorDash delivery.

By Robert Williams • Nov. 22, 2019