Creative: Page 126
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Mercedes-Benz honors 'The First Drive' with long-form IGTV video
The film, which tells the story of Bertha Benz, is the first cinematic production to be featured on the video platform that Instagram launched in June.
By Robert Williams • Aug. 21, 2018 -
John Hazard and Lisa Burdige
ColumnComic Dive: Airbnb Gets Stonewalled
A sleepover contest the home-sharing service attempted to host on the Great Wall of China was called off after pushback from locals.
By John Hazard and Lisa Burdige • Aug. 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 -
Spotify tunes in first branded podcast series with New Amsterdam Vodka
"Ebb & Flow" debuts as the streaming platform reports that 2 million users of its ad-supported service were using ad blockers earlier this year.
By Erica Sweeney • Aug. 21, 2018 -
Vice's Munchies cooks up plans to open food hall in 2019
The New Jersey space will include room for 18 vendors and staging areas where the vertical's team can shoot videos and hold chef demos.
By Erica Sweeney • Aug. 21, 2018 -
Smirnoff raises a glass to the 'Fun%' with diverse cast of celebs
Ted Danson stars in several new spots alongside other recognizable faces, including Laverne Cox and Jonathan Van Ness.
By Erica Sweeney • Aug. 21, 2018 -
Bonobos
Deep DiveGoodbye, Marlboro Man: How marketers are breaking with traditional notions of masculinity
From Bonobos to Axe, brands both new and old are broadening the net of how they market to men to stay involved in a quickly evolving — and important — cultural conversation.
By Peter Adams • Aug. 20, 2018 -
Harry's touts new line of men's grooming products with Ludacris-starring spot
Creative depicts the hip-hop star reading to his son, doing chores and singing in the shower — a part of the brand's evolving portrayals of fatherhood.
By Erica Sweeney • Aug. 20, 2018 -
Michelob Ultra gives fans the chance to win a golf bag tricked out with beer keg, speakers
The #UltraCaddieContest was part of the marketer's partnership with the PGA Championship.
By Erica Sweeney • Aug. 20, 2018 -
Delta urges Seattle residents to visit their moms in new OOH campaign
To market its expanded network from the northwest hub, the airline enlisted local moms to pen handwritten letters that are displayed on billboards and posters.
By Erica Sweeney • Aug. 20, 2018 -
Out-of-home ads can boost customer loyalty by 275%, study finds
When brands dedicate 15% or more of their media budgets to OOH, they have a 24% increase in brand trust and 106% increase in perception of quality.
By Erica Sweeney • Aug. 17, 2018 -
Getty Images
HBO, Bumble take over NYC brownstone for movie date night activation
The event featured five screening rooms where invitees and people they met on the app could watch an HBO film tailored to their personal preferences.
By Erica Sweeney • Aug. 17, 2018 -
Captain Morgan crashes parties with new pitchman Adam Devine
The rum brand has named the actor and comedian as its "chief party officer" for a campaign that includes TV, digital and social media elements.
By Erica Sweeney • Aug. 17, 2018 -
Column
Campaign Trail: Old Spice's boardroom agenda; eBay sets up shop; Trojan answers intimate questions
P&G's male grooming line lets fans guide a marketing meeting, while eBay supports artisans and a condom maker takes a progressive stance in this week's picks.
By Peter Adams , Chantal Tode , Natalie Black (Koltun) • Aug. 17, 2018 -
Foot Locker, Asics team up on shoppable anime series, apparel collection
"The Sun and The Snake" consists of five short animated episodes available on Foot Locker's YouTube and Instagram channels.
By Erica Sweeney • Aug. 16, 2018 -
Dennis Quaid breaks the fourth wall for Esurance's brand revamp
In a campaign launch video, the actor acknowledges that he is in a commercial and speaks directly to viewers about some of the company's features.
By Erica Sweeney • Aug. 16, 2018 -
Coca-Cola
Deep DiveThe price is right: Why food, drink brands spend big money for celebrity endorsers
While stars have long pitched consumers to buy a product, shoppers now expect them to bring authenticity and believability along with their famous names.
By Pamela DeLoatch • Aug. 16, 2018 -
Facebook helps brands turn still image ads into direct-response videos
In one example, Shopback had a 5.5 times better conversion rate and 5.7 times lower cost per registration from video ads over just using still ads.
By Erica Sweeney • Aug. 15, 2018 -
Bacardi
Bacardi and Major Lazer tap SoundCloud for music talent competition
While YouTube is more popular, the news points to SoundCloud's potential as a talent development platform.
By Erica Sweeney • Aug. 15, 2018 -
MLB teams are already restoring their Papa John's partnerships, New York Post reports
Some are showing solidarity with franchisees of the embattled chain, who have been hit by falling sales and boycotts over the founder's racist comments.
By Erica Sweeney • Aug. 15, 2018 -
Bud Light's fridge only unlocks when Cleveland Browns kick their losing streak
The "Victory Fridge" will be placed at bars and FirstEnergy Stadium, and uses technology to automatically open once the team wins a regular-season game.
By Erica Sweeney • Aug. 15, 2018 -
Nectar Sleep stays refreshed with big data and Trump-Putin 'grumpy brain' ads
As the bed-in-a-box space has become congested, brands are being forced to pull out all the stops to edge out the competition. For Nectar, that translates to a data-heavy strategy.
By Natalie Black (Koltun) • Aug. 14, 2018 -
John Hazard and Lisa Burdige
ColumnComic Dive: Bitcoin Bank
Brands like Starbucks, McDonald's and Oscar Mayer have cashed in on the cryptocurrency craze with marketing stunts and a deal with the owner of the New York Stock Exchange.
By John Hazard and Lisa Burdige • Aug. 14, 2018 -
Oreo supports left-handed struggles with special packs that open from the opposite end
The promotional item for International Lefthanders Day can be ordered online in a potential bid to bolster the brand's e-commerce business.
By Erica Sweeney • Aug. 14, 2018 -
Supreme takes over the New York Post, sending streetwear fans into a frenzy
The printing was teased on Twitter before papers shipped, and some fans were paying 10 times the newsstand price for resold editions on eBay.
By Erica Sweeney • Aug. 14, 2018 -
Olay
Olay urges women to be bold in new Face Anything campaign
A 28-day social media challenge shows influencers using Olay products as they prepare to walk makeup-free down a runway during New York Fashion Week.
By Erica Sweeney • Aug. 13, 2018
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