Tums' Super Bowl contest has fans rate their heartburn with blue dot emoji

Instead of airing a pricey ad, the counterprogramming strategy could ride game day buzz and engage viewers who "second screen" on mobile devices.

By Robert Williams • Jan. 29, 2020

Popeyes sells athleisure inspired by Beyoncé's Ivy Park line

New limited-edition apparel comes after some fans noticed the similarities between the singer's sold-out Adidas collection and the QSR chain's uniforms.

By Dianna Christie • Jan. 29, 2020

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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

Mtn Dew brings 'Shining'-inspired Super Bowl campaign to social media

The PepsiCo brand is extending its big game effort with Instagram, Snapchat and TikTok elements.

By Robert Williams • Jan. 29, 2020

Sports sponsorship spend to increase the most in a decade, report says

Led by investment in the 2020 Olympics, worldwide sports sponsorships are expected to bring in $48.4 billion this year, up 5%.

By Dianna Christie • Jan. 29, 2020

Hyundai unveils TikTok video short to support Super Bowl campaign

The carmaker's video stars former "Saturday Night Live" cast member Rachel Dratch completing the popular #onedayafterwatching challenge.

By Robert Williams • Jan. 28, 2020

Estée Lauder, Sephora unveil shoppable AR makeup try-ons on Pinterest

Pinterest's new Try On feature works with Lens, the image-sharing app's visual search tool.

By Robert Williams • Jan. 28, 2020

Microsoft invests in mobile ad startup aimed at kids

SuperAwesome, which lets marketers buy ads that are based on context and not personal data, works with brands like Mattel, Hasbro and NBCUniversal.

By Robert Williams • Jan. 28, 2020

Planters halts #RIPeanut campaign after Kobe Bryant's death

As sports fans mourn the loss of a celebrated athlete, consumers may have felt it in poor taste for the snack brand to playfully mourn its 104-year-old mascot.

By Dianna Christie • Jan. 28, 2020

How Super Bowl regular Avocados From Mexico keeps its strategy fresh

With its sixth consecutive appearance, the brand is angling for disruption with a blockchain tie-in and creative starring Molly Ringwald.

By Peter Adams • Jan. 27, 2020

Doritos rebrands Post Malone as Post Limón for new product push

After the spot debuted at last night's Grammy Awards, the rapper changed his name on social media to support the campaign.

By Dianna Christie • Jan. 27, 2020

Banana Republic celebrates artistic visionaries in campaign for Black History Month

The "Color-Full" campaign is the first to come out of Gap Inc.'s Color Proud Council, which attempts to bring a range of voices to its teams and productions.

By Dianna Christie • Jan. 24, 2020

K-Y's racy Instagram challenge seeks 'chief pleasure officer'

The brand of intimate lubricants will review selfies where users make suggestive faces to select someone to fill the post for a year.

By Robert Williams • Jan. 24, 2020

Marketers unify to stop flow of ad revenue to 'harmful' content

Even with the backing of some of the world's biggest marketers, including P&G, Mars and PepsiCo, GARM's goals might not be realized in the near future.

By Robert Williams • Jan. 24, 2020

Aerie expands 'real' role model push with social contest, 8 new ambassadors

This year, a social media contest will dish out $400,000 in grants to 20 women to make positive changes in their local communities.

By Dianna Christie • Jan. 24, 2020

Bloomberg: TikTok owner seeks US CEO to potentially oversee app's advertising

News of an executive search arrives as more marketers are warming to TikTok's product offerings, including a reported self-serve ad platform.

By Peter Adams • Jan. 23, 2020

52% of retailers will boost 2020 social media ad budgets, study says

Facebook, retailers' biggest priority, has added more e-commerce features to better woo these marketers.

By Robert Williams • Jan. 23, 2020

Dunkin' challenges Instagram users to design cold brew sweaters

Hockey fans can enter to win a personalized sweater as part of the chain's "Talkin' Hockey" campaign debuting around the NHL's All-Star Weekend.

By Robert Williams • Jan. 23, 2020

How Verizon links 5G to its ongoing first responder homage

For the first Super Bowl with in-stadium 5G, the telecom returns to messaging from previous games and ties it to the future.

By Chris Kelly • Jan. 23, 2020

Planters kills off Mr. Peanut, plans Super Bowl funeral ad

The Kraft Heinz brand looks to keep the social media conversation going before, during and after its big game spot.

By Dianna Christie • Jan. 23, 2020

5 ways mobile will converge with retail in 2020

At the NRF's Big Show, retailers and exhibitors showcased how mobile's role continues to evolve and expand for both in-store and online shopping.

By Chantal Tode , Peter Adams • Jan. 22, 2020

Smirnoff splashes into seltzer sector with 'The Bachelor' tie-up

The "Will You Accept This Rosé?" campaign is timed to run alongside the hit reality show's current season, where the drinks will appear on screen.

By Dianna Christie • Jan. 22, 2020

Instagram deprecates IGTV button as mobile streaming bet fails to take off

Launched with major fanfare two years ago, the feature has seen slim user adoption and a lack of monetization options for creators.

By Peter Adams • Jan. 21, 2020

TikTok revenue surges fivefold as global downloads hit 738M

The app's lifetime downloads reached 1.65 billion, making it one of the most popular apps in the world.

By Robert Williams • Jan. 21, 2020

Budweiser Canada updates 'Whassup' for Super Bowl with Uber, smart home tech

The beermaker's TV spot depicts smart home devices saying the catchphrase and will have an Uber code to request a safe ride home.

By Robert Williams • Jan. 21, 2020

Doritos taps Lil Nas X as sheriff of 'The Cool Ranch' in Super Bowl push

This is the first time the Frito-Lay brand has focused the spotlight on Cool Ranch in an ad during the big game.

By Dianna Christie • Jan. 21, 2020