GS&P has developed an online "invite generator" for Super Bowl fans hosting parties during the event, which creates personalized invites filled with customized ad cliches like babies, celebrities and puppies. "People love watching the ads, so this year we wanted to give people the opportunity to create personalized ads for their Super Bowl parties," said Frito-Lay North America's Pat O'Toole.
Gatorade has created a live video series for Twitter titled "#TheDebut"; it will center on high school basketball games and potential star players, and it will be hosted by YouTube influencer Rachel Demita and former NBA stars Baron Davis and Nate Robinson. The series will be promoted with Twitter ads targeted at basketball fans.
Dr Pepper's 26-year association with college football has been strengthened by the fact that sports are still viewed live, which boosts viewership, said Chief Commercial Officer Jim Trebilcock. The company aims to take its sponsorship beyond the field as it brings "football tailgating experiences to life at retail," Trebilcock said.
MLB teams are developing advertising campaigns despite the fact that a slow recruitment period led to less activity in the industry, making marketing a challenge. Boston Red Sox CMO Adam Grossman reports, "We still go on sale with tickets at the same time, we still have to get our advertising in, and we still have to get to Spring Training at the same time. That's what we are guided by, more than the day-to-day transactions."
Instagram Stories is becoming a popular way for designers to display their portfolios, reach out to potential clients and market their products. Tips for maximizing success on Instagram include trying out sponsored and free posts, experimenting with photos and videos and differentiating Stories from your regular feed.
Campaigns that are integrated across channels are 31% better at building brands, and the strongest-performing channel combinations are Facebook and TV and TV and outdoor, Kantar Millward Brown reports. Campaigns that are customized and well-integrated are 57% more effective, but only 46% of campaigns studied exhibited both features.
Adobe has launched a series of new features for Experience Cloud, including 20 microservices designed for e-commerce, such as wish lists, inventory searches and shopping carts. Other additions include the ability to use Adobe's Sensei AI layer to optimize images, plus the introduction of 3D virtual reality and panoramic imagery.
Lexus Vice President Cooper Ericksen not only hopes to expand the brand's family-building millennial consumer base with a campaign around the company's three-row RX 350L SUV, but is taking a multicultural approach with its latest campaigns in hopes of connecting with Asian Americans, Hispanics and Black consumers. An online effort, "Never Enough," will target the LGBTQ community.
Sixty-two percent of sales executives say their department is aligned with marketing, per Televerde, and respondents said the three top things marketers could do better to help them would be to provide improved messaging, more qualified leads and superior marketing materials. Respondents also said the three most useful marketing tactics and tools are industry events, value proposition and case studies.
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