Beer spots tend to follow a similar (arguably outdated) formula: a bunch of young dudes partying it up while watching the Big Game and plenty of ice-cold brew to go around. But marketers might be missing out on some key demos. Origin's survey of 2,000 beer drinkers analyzed preferences and habits across gender and generational...
↧
Infographic: Why Beer Brands Should Start Marketing to More Than Just Young Men
↧
Why Travel Brands Are Particularly Ripe for Digital Innovation
In November, Marriott International installed an internet-connected mirror within a shower in the Irvine Marriott hotel located in Orange County, Calif., putting a new spin on "shower thoughts"--the idea that people's best creative ideas and brainstorming take place in the shower. Steam from the shower first fogs up the mirror to create a digital whiteboard...
↧
↧
5 Tips for Retail Brands Trying to Get More Personal With Their Customers
Every retail brand is trying to get more personal with its customers, but very few are doing it right. Here are five ways to win at the personalization game. 1. Collect good data Retailers need to collect both user-level data--like site traffic, shopping cart abandonment and basic analytics--as well as customer-specific data, such as shopping...
↧
Q&A: Meliá Hotels’ Marketing VP on Transforming the Brand, Along With Its Digital Strategy
Like many hotel chains, the Spanish global brand Meli? Hotels International is rapidly evolving not just its digital marketing, but also how it interacts with customers once they've booked. Manuel Riego Corujedo, vp of global digital sales and marketing at Meli? Hotels, talked about how the company is building its digital channels while transforming the...
↧
Take a Tour of the Sponsors of U.S. Bank Stadium, Home of This Year’s Super Bowl
↧
↧
Jay Leno, Oprah and David Letterman Needed Only 20 Minutes to Make a Great Super Bowl Spot
On Sunday, brands will shell out millions of dollars on their Super Bowl ads--many of which feature elaborate, multi-day production schedules--in hopes of connecting with the telecast's 100 million-plus viewers. But sometimes, the most effective messaging during the Big Game comes from spots that were shot quickly and inexpensively. That was the case with the...
↧
Q&A: How Brands Can Avoid the Fake-Follower Quagmire
If you're a brand marketer putting your money on the line, you love to see big numbers--until someone asks if they're a little too big. Fraudulent and bot followers have been inflating influencer fan counts for years, but they've come under increased scrutiny recently due to the marketing industry's heightened concern about digital ad fraud....
↧
Pepsi Is Turning 2 Iconic Super Bowl Ads Into Virtual Reality Experiences
Pepsi is creating a virtual reality experience that places viewers inside two iconic Super Bowl ads, according to multiple sources. The effort is part of the brand's broader Super Bowl campaign across digital and linear channels. The spots featured in the VR experience will include Cindy Crawford's famous 1992 ad, which shows two adolescent boys...
↧
Spark Foundry USA Taps Publicis Vet as Head of Analytics and Insights
Spark Foundry has appointed Lisa Giacosa to serve in its new role of head of analytics and insights--a move it described in a statement as proof of its "commitment to create enterprise-wide, sustainable solutions" for clients. Giacosa--formerly the global head of media at consumer goods company Kimberly-Clark (e.g. the company behind Huggies)--will be responsible for...
↧
↧
How AstroTurf, the Original Fake Grass, Became an NFL Darling
Thanks to those pricey commercial spots, the Super Bowl is nearly as famous for hosting brands as football teams. But there's one brand that the big game--that professional football, period--has planted so deeply in the national consciousness that millions of Americans know it, even though they don't own it and it's not for sale in...
↧
FaceTime: Adweek’s Second Annual Arc Awards in Partnership With Screenvision Media
Sandy DerHovsepian, vp, associate creative director, Cramer-Krasselt, and Adweek CEO Jeff Litvack. Refinery29's Shannon Gibson and Amy Emmerich. (L. to r.) Christina Miller, associate channel director, VML; Maciej Szamowski, social media manager, Samsung; Shannon Pruitt, president, The Story Lab. Ivor Crotty, deputy creative and innovations director, RT; Gleb Burashov, head of creative social media strategies,...
↧
5 Ads You Don’t Want to Miss During Super Bowl LII
Super Bowl LII is almost upon us. Sports fans are one step closer to Philadelphia versus New England, with the former pegged as the underdog by most (except Amazon's Alexa, who says she's "flying with the Eagles"). Everyone else is gearing up for the only day of the year when they're actually excited for commercial...
↧
This Hollywood Producer Is Finally Talking About His Secret Agency
For years, Microsoft's most emotional and engaging ads--specifically, inspirational Super Bowl spots celebrating tech's impact on people's lives such as "Empowering Us All" (2014) and "Braylon O'Neill" (2015)--had an element of mystery. At the time of their release, Microsoft had credited "in-house" talent. But now, the mastermind behind the ad is talking. Andrew Panay, a...
↧
↧
Meet the Super Bowl Matchmaker for Brands and Artists
Daniel Sena's favorite Super Bowl was XLVIII. In 2014, Sena worked on a whopping four Big Game spots. He was neither at an agency nor a brand. Rather, Sena was at Interscope Records, pairing its artists (Afrojack, Zedd, Skylar Grey and OneRepublic) with Anheuser-Busch brands (Budweiser, Bud Light and Bud Light Platinum) to create memorable...
↧
Twitter Extended Its In-Stream Partnership Offerings With Sponsored Moments
It's been an up-and-down ride for Twitter's Moments feature since its introduction in October 2015, but the social network's latest ad product offering appears to indicate that it believes Moments are on their way back up. Twitter introduced a new in-stream sponsorship option last week, Sponsored Moments, that lets advertisers sponsor Moments from select premium...
↧
President Trump’s National Anthem Mention During the State of the Union Rocked Twitter
President Donald Trump's 2018 State of the Union address sparked some 4.5 million tweets Tuesday night, eclipsing the previous record of 3 million for Trump's first address to a joint session of Congress last Feb. 28. Twitter said in a Twitter Government tweet that the three most-tweeted moments during Trump's speech Tuesday night were: "We...
↧
YouTube Is Adding Real-Time Targeting to Boost Super Bowl TV Ad Campaigns
YouTube is expanding its Super Bowl playbook this year. For its 11th annual AdBlitz, its hub of Super Bowl-related content where brands advertising with Google can post their spots for increased engagement and a broader audience, YouTube is rolling out a few new ad products for marketers looking to re-engage with viewers on their second...
↧
↧
Steven Tyler Travels Back in Time to Become His Younger Self in Kia’s Super Bowl Spot
Get inside a Kia Stinger, drive backwards and relive your youth. At least, that's what happens to Aerosmith frontman Steven Tyler in Kia's 60-second Super Bowl spot. The ad, "Feel Something Again," from David&Goliath, is Kia's ninth consecutive Super Bowl ad. Last year, the carmaker gave Melissa McCarthy the dubious task of saving whales, trees,...
↧
Why NBC Sports Made 3-D Body Scans of Tom Brady and Nick Foles for the Super Bowl
While Super Bowl advertisers are always trying to top the previous year's spots, each network broadcasting that year's game unveils a new technical innovation to dazzle audiences, like last year's player's-eye view from Fox Sports and Intel. Now, it's NBC's turn. The Super Bowl team has completed body scans of six players from the New...
↧
How Mastercard’s CMO Spends Half of His Time At CES Roaming for Ideas
Nobody knew who he was, and nobody asked. He blended into the crowd, bespectacled and wearing a sweater over his gingham-style button-down shirt. He wasn't wearing his name tag, which perhaps let him saunter past the stands, past promise after promise about the future of technology. He moved slowly yet methodically from booth to booth...
↧