Build-A-Bear Workshop turns 20 next year, with 400 stores and plans that include a focus on storytelling and partnerships with AMC Theatres and Carnival Cruise Lines. The retailer has also resumed its Merry Mission holiday-marketing campaign that creates stories around reindeer characters.
Heineken has developed an internal ranking system to measure the creativity of its messaging, and the company wants to turn the strength of that process toward developing innovative mobile campaigns. "We want to be the benchmark for creativity in a mobile-first world," said Ian Wilson, Heineken's senior director for global, digital and marketing development.
The first video spot in the Martin Agency's new campaign for Geico features a defendant in a robbery case using Geico's insurance savings to get off the hook in court. The company plans to continue to roll out new ads in 2017.
Gatorade is giving a free drink to consumers who work up a good sweat with its new body heat-sensing vending machine. The "Sweat It To Get It" campaign is a fun way to physically demonstrate how Gatorade replaces the moisture that the body loses from exercising, said Raghav Mehta, brand marketing manager for the PepsiCo India Region.
Red Bull and sports car company Aston Martin have agreed to continue their sponsorship deal into 2017. "Our relationship with Red Bull Racing has done for Aston Martin exactly what we expected it to do," said Andrew Palmer, CEO of Aston Martin.
Although 70% of CMOs report that marketing will be expected to drive growth at their firms next year, only 44% said that their ability to use data was a leading method to increase revenue, according to the latest study from the CMO Council and Deloitte. To more effectively utilize the data they collect, marketers should perform comprehensive analyses and then use the information to drive growth and connect with consumers, said the CMO Council's Liz Miller.
Diageo's latest "Drive Dry" campaign trended to first place on Twitter following its official launch. The social and YouTube ads use the hashtags #DriveDry and #ThisIsMyStory, and share the emotional toll that driving under the influence has taken on people's lives.
Creating effective lead magnets -- or offers that draw sign-ups -- involves developing a customer persona and offering customers help with a problem. Try giving tool kits, free training or an industry cheat sheet to draw prospects.
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