Foot Locker's Champs Sports, Eastbay build community around student athletes

In a move to raise money for COVID-19 relief efforts, the #NeverNotAnAthlete campaign asks students to share how they're working out during lockdown.

By Dianna Christie • April 20, 2020

How coronavirus could usher in a new era of brand purpose

The demand for businesses tangibly contributing to public good will only grow in the tumultuous months ahead, analysts said.

By Peter Adams • April 17, 2020

Explore the Trendline➔

Retail Marketing

Top stories that underscore the leading influences on retail marketing, including the creator economy, '90s nostalgia and Gen Z. 

By Marketing Dive staff

BMW's esports marketing undergoes 'major expansion' amid coronavirus

The automaker is deeply integrating its marketing and innovation efforts with five top teams from around the world as esports continue to thrive.

By Dianna Christie • April 17, 2020

P&G's Aussie sponsors virtual college graduation

Hosted by Her Campus, the digital event aims to boost morale among young women as COVID-19 cancels commencement events across the country.

By Dianna Christie • April 17, 2020

ESPN enlists Facebook, Reese's, State Farm for custom content around Michael Jordan docuseries

Each sponsor is working on tailored integrations, which include Instagram Live pre-shows and ads that repurpose vintage ESPN footage.

By Peter Adams • April 16, 2020

The tricky business of retail marketing in a pandemic

Even with most transactions frozen, this can be a good time to talk to customers, experts say. But retailers need to send the right message.

By Daphne Howland • April 16, 2020

Busch promises year of beer to 250 couples who change wedding plans

A giveaway on Instagram and Twitter may help the Anheuser-Busch brand to stay top of mind despite postponed gatherings during the pandemic.

By Dianna Christie • April 16, 2020

Measure twice, cut what?

Downturns don't always doom your bottom line. Building strong measurement strategies through data can help you base decisions on adjusting spend while helping your company adapt and thrive, writes Analytic Partners' Nancy Smith.

By Nancy Smith • April 16, 2020

ADT taps user-generated videos for TV, social media push

The home security firm explores how to quickly make an ad when production studios are closed.

By Dianna Christie • April 15, 2020

Pebbles cereal launches social media video series to support kids, creators

The "Daily Yabba Dabba Doo" series showcases at-home activities for kids that can be done with minimal adult supervision. 

By Robert Williams • April 15, 2020

Target sponsors Disney's new Friday Night Movie series

ESPN personalities will host trivia over video conferences from their homes in Disney's new ad units.

By Dianna Christie • April 14, 2020

Why CPG marketers can't afford to go dark despite coronavirus risks

Sales for the category remain strong, but marketers must rethink their strategies now to sustain momentum through a recession and adjust to altered shopper habits.

By Peter Adams • April 14, 2020

Verizon, Honda, Anheuser-Busch have most empowering COVID-19 ads, study says

Among the spots reviewed, 73% had measurable impact around empowerment. Pre-pandemic, just 12.5% of ads typically achieved any empowerment score.

By Dianna Christie • April 14, 2020

Frito-Lay's internally produced ad highlights virus response efforts

The 60-second spot reflects data indicating consumers are more responsive to ads from brands that show how they are taking action during the pandemic.

By Dianna Christie • April 13, 2020

Chipotle's CMO on how the brand quickly pivoted in response to coronavirus

Chris Brandt explains how the QSR changed its entire marketing plan in the past month, leading it to enlist Zoom and support healthcare workers.

By Chris Kelly • April 13, 2020

Burger King encourages people to be heroes by staying home

"Stay Home of the Whopper" salutes healthcare workers while pushing free delivery for housebound consumers.

By Dianna Christie • April 9, 2020

Campaign Trail: Trade Coffee's remotely produced ad embodies creativity in crisis

A new 30-second spot mirrors how stir-crazy consumers are heading online to socialize while social distancing, and shows how brands can navigate the uncharted waters of building assets at home.

By Natalie Black (Koltun) • April 9, 2020

Toyota ad celebrates 'Modern Family' finale and 11 seasons of brand integrations

The 30-second ad was supposed to be live action but was animated instead as Toyota's production shoots are shut down during the pandemic.

By Dianna Christie • April 9, 2020

Pepsi sponsors global celebrity-filled streaming special for COVID-19 relief

The company will donate marketing expertise and resources, including reallocating paid media and leveraging its agencies, for the April 18 event.

By Dianna Christie • April 7, 2020

ANA: Marketers rise to meet coronavirus production challenges, prefer in-house work

Just 39% of marketers said creating new assets is greatly difficult, but 46% have made substantial adjustments during the pandemic.

By Peter Adams • April 6, 2020

Shaquille O'Neal ads drive engagement for Papa John's

The NBA star's endorsement is helping the pizza chain rebuild its image and lift delivery orders following founder John Schnatter's ouster.

By Dianna Christie • April 6, 2020

Brands recalibrate to community-building during quarantine

Social distancing mandates upended in-person activations, leading brands like Chipotle to get creative with cultivating connections online. But can they sustain momentum once the pandemic subsides?

By Natalie Black (Koltun) • April 6, 2020

Cannes Lions canceled over coronavirus challenges

A full cancellation comes as major advertising firms like WPP freeze travel plans, awards submissions and other discretionary spending.

By Peter Adams • April 3, 2020

CVS, Olive Garden and Sam's Club coronavirus ads rank high in likeability

Recent ads by the brands scored by directly addressing the pandemic and communicating relevant and supportive messaging.

By Dianna Christie • April 3, 2020

Early lessons for marketers during the coronavirus pandemic

Amid the turmoil, a picture of how marketers can adapt during this crisis is coming into focus.

April 3, 2020