Creative: Page 119
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Pepsi targets taste testers through digital OOH campaign
The brand tracked Dutch participants in a Coke versus Pepsi challenge, using mobile beacons to trigger Pepsi Max ads on displays in shopping malls with supermarkets.
By Erica Sweeney • Nov. 13, 2018 -
Opinion
Even social networks are struggling with influencer marketing
In the aftermath of news that Snap's agency is suing an influencer, HYPR Brands' Gil Eyal expects to see a shift in the way influencers are activated and compensated.
By Gil Eyal • Nov. 13, 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 -
'Vote Every Day' campaign from 25 brands urges support for cause-driven companies
Ben & Jerry's, Patagonia, Athleta and other brands are certified by B Corps as meeting certain environmental and social standards, letting consumers know they can support the issues they care about with their wallets.
By Erica Sweeney • Nov. 13, 2018 -
Top 5 out-of-home advertising trends
While printed signs still dominate, growth in digital out-of-home inventory lets advertisers be more timely, creative and targeted, Geopath's CEO Kym Frank says.
By Dianna Christe • Nov. 12, 2018 -
KFC's Colonel Sanders gets sappy in love song videos co-starring Mrs. Butterworth
Parodies of "(I've Had) the Time of My Life" and "The Power of Love" promote the limited-edition pairing of chicken and waffles.
By Erica Sweeney • Nov. 12, 2018 -
Pandora urges holiday travelers to turn the 'Sound On' with OOH push
The streaming platform zones in on the idea that music can make most situations better, even chaotic holiday travel.
By Erica Sweeney • Nov. 9, 2018 -
P&G streamlines operations with 6 industry-focused business units
The reorganization aims to drive innovation and was quickly followed by the debut of the first Tide product designed specifically for e-commerce.
By Peter Adams • Nov. 9, 2018 -
Marriott's Moxy Hotels and Bumble app blend digital, real-life connections
Offline experiences called BumbleSpot #attheMoxy will feature celebrity and influencer appearances as well as unique activations.
By Erica Sweeney • Nov. 9, 2018 -
Williams Sonoma celebrates Peppermint Bark with influencers and a bake off
Tapping into the popularity of cooking competition shows and influencers could help the retailer reach a new generation of foodies.
By Erica Sweeney • Nov. 9, 2018 -
Retrieved from Epic Games on July 02, 2018
Opinion'Fortnite' shapes Gen Z friendships — and what marketers can learn from it
If marketers want to connect with these young consumers, it's critical to consider how products, campaigns and user experiences help people bond, writes Reach3 Insights' Sean Campbell.
By Sean Campbell • Nov. 9, 2018 -
Fresh Giant Food ad campaign reminds shoppers to savor the little moments
The grocer aims to connect with shoppers during the holidays and into the new year through English- and Spanish-language creative.
By Jessica Dumont • Nov. 9, 2018 -
Column
Campaign Trail: NFL teams with 'Fortnite'; Jennie-O gives families the bird; Air New Zealand's safety remix
Pro football looks to get in on a Gen Z phenomenon, a turkey maker trots out a fowl-mouthed Thanksgiving campaign and an airline's music video fails to take off for some viewers in this week's picks.
By Peter Adams , Natalie Black (Koltun) , Chris Kelly • Nov. 9, 2018 -
42 Birds
Why independent ad agency Decoded just launched its own DTC brand
Eco-friendly yoga company 42 Birds looks to disrupt the health and wellness space, but also offer some lessons about what it takes to achieve e-commerce success today.
By Peter Adams • Nov. 8, 2018 -
Toyota powers hydrogen fuel-cell car with high reach, data-driven approach
Partnerships with Amazon, Hearst and others promise to support efforts to target audiences across a wide range of channels with a high level of precision.
By Erica Sweeney • Nov. 8, 2018 -
Sprite urges fans to 'Get Vocal' about what matters to them via hip-hop platform
The brand worked with a popular producer to create a 60-second beat that fans can download and record their own freestyle over to share on social media.
By Erica Sweeney • Nov. 8, 2018 -
Papa John's 'Voices' campaign helps shift brand perception
Following efforts to put a more relatable face on the company and use storytelling, consumer sentiment moved from negative to neutral or positive.
By Erica Sweeney • Nov. 8, 2018 -
6-second ads deliver big mobile viewership, but little emotional punch, study says
"The explosion of short form content caused by the emergence of mobile and erosion of consumer attention have changed the rules of the game," a Mars executive said.
By Robert Williams • Nov. 7, 2018 -
Coke spices up UK holiday campaign with cinnamon-scented tube station
The updated "Holidays are Coming" campaign focuses, for the first time, on Coke Zero and includes a push on Snapchat.
By Erica Sweeney • Nov. 7, 2018 -
Adobe Stock
Tug-of-war: How disruptors fight to balance brand and performance marketing
As digital direct brands like Stitch Fix mature, they're grappling with how to sustain momentum and differentiate from both legacy players and even younger upstarts.
By Peter Adams • Nov. 7, 2018 -
Audi illuminates interactive print ad to entice AmEx Platinum members
The campaign, running in the magazine Departures, includes a key fob that activates OLED lights simulating those on the new Audi A8 model.
By Erica Sweeney • Nov. 7, 2018 -
Macy's creates personalized Instagram gift guides for holiday shoppers
The shoppable carousel ads are part of a social- and mobile-heavy seasonal push that also includes a snow globe on Pinterest filled with hidden gifts.
By Erica Sweeney • Nov. 6, 2018 -
Forrester: CMOs will use societal controversy to spark consumer energy in 2019
Marketing heads will also be more proactive in championing customer data privacy and using it to differentiate their brands, according to a list of predictions from the research firm.
By Erica Sweeney • Nov. 6, 2018 -
Air Canada debuts DC 'poutinerie' offering flavors inspired by its travel destinations
The pop-up is part of the airline's "#AirCanadaFliesThere" campaign and includes a VR experience simulating a flight takeoff.
By Erica Sweeney • Nov. 6, 2018 -
Pixabay
Auto brands lead in adoption of interactive, mobile video ads, study finds
As auto marketers adjust their strategies away from TV, they are leading other verticals when it comes to embracing data-driven video efforts.
By Erica Sweeney • Nov. 5, 2018 -
Accenture Interactive acquires digital-first creative agency Kolle Rebbe
The Hamburg-based shop has earned recognition in Germany in recent years for buzzy campaigns for major brands like Google, Audi and Netflix.
By Peter Adams • Nov. 5, 2018
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