Brands ambassadors -- fans of your brand who have significant social followings -- are an ideal way for marketers to boost organic awareness on social media, provide social proof to prospective customers and benefit from word-of-mouth, writes Refersion Chief Marketing Officer Raj Nijjer. Marketers can enlist brand ambassadors as creative partners by supporting their lifestyles and should give them creative freedom to get the best results, Nijjer writes.
Droga5 and Accenture Interactive created a campaign for U.S. Cellular that positions the brand as "America's locally-grown wireless." An anthem 60-second spot shows a cell tower worker talking about U.S. Cellular founder Roy Carlson's vision for small communities and how that has inspired the brand's local expertise.
Live sports viewership is starting to rebound after ratings for major events fell by at least 30% last fall, analysts note. ESPN enjoyed the highest viewership in four years for its Opening Day game on the afternoon of April 1, while ratings for the recent NCAA men's basketball tournament suffered smaller declines than many 2020 sports telecasts.
Havas Paris' debut TV spot for KFC in France shows the Colonel cooking a bucket of tenders in his kitchen to the beat of an original "Crispy" track, produced by Havas Paris' HRCLS production house. The campaign includes social activations, product films and posters, with Carat France handling media buys.
Ogilvy New York's "Flex Your Way" campaign spot for Samsung, directed by Reset's Henry Scholfield, showcases the flexibility of the brand's folding phones, the Galaxy Z Fold2 and Galaxy Z Flip 5G. The ad, with three versions, is set to "See It, I Like It, I Want It" by Shirley Ellis.
Some 30% of brand marketers say they might be at least somewhat likely to change agencies in the next six months, according to a Setup survey. In addition, 92% of brand marketers and 90% of agency executives agree that chemistry is vital for a successful creative partnership.
Shake Shack President and Chief Financial Officer Tara Comonte talks in this interview about how the burger chain emphasizes diversity and inclusion and recently scored 100% on Human Rights Campaign's Corporate Equality Index. "Build a team that reflects the marketplace you're trying to address, and the community you're trying to engage," Comonte says, adding, "That will drive understanding and empathy and creativity, and the more successful you are going to be."
EarthDay.org's "Restore Our Earth" campaign is spreading its message via bulletins, bus shelters, posters and Times Square signage that was donated by Out of Home Advertising Association of America members. OAAA President and CEO Anna Bager says, "The out of home platform is prime for fostering awareness across the world about the challenges our climate faces and the natural solutions and emerging green technologies that create opportunities for global impact."
For the first time, a QR code will be used in a NASCAR race when it adorns Kevin Harvick's Ford Mustang for the Toyota Owners 400 NASCAR Cup Series race on Sunday. Created by Flowcode and sponsored by Hunt Brothers Pizza and Stewart-Haas Racing, viewers can scan the code with their phone for a chance to win prizes such as NASCAR tickets and Hunt Brothers merchandise.
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