NASCAR is launching a campaign centered on the tagline "It's All on the Line," which is meant to convey the pressure and emotion these drivers are under during events. NASCAR Chief Marketing Officer Jill Gregory says this campaign is one that aligns with fan demand: "Our fans told us they want authenticity. They want to see the drivers as drivers -- not necessarily as actors."
Dasani is marking its first sports sponsorship deal with a 60-second spot that will air during this weekend's coverage of the PGA Tour on NBC. The brand's sparkling variant is featured in the humorous video, and Dasani is featured in a special cocktail available to spectators at several tour events.
Coca-Cola has become the exclusive beverage provider at the University of Alabama after forging a 10-year deal. The $20 million contract includes 300 new vending machines supporting an array of payment options and new beverage offerings on campus.
Pernod Ricard is playing up the citrus appeal of its Absolut Grapefruit flavor with its "No Sugar Coating" campaign. The brand has tapped actor Jesse Tyler Ferguson for seven video spots that will appear on social channels.
US marketers will invest $12.3 billion in data this year, with global spend set to reach $20.6 billion, according to OnAudience.com. The study estimates that US spend will hit $15 billion in 2019, and UK marketers will invest the second-highest amount in data next year at $2.4 billion.
Growth companies must treat team members as partners, offering them opportunity and recognition along with pay, writes Marc Cooper, CEO of PJ Solomon. Communication is also critical, he argues, as leaders need to hear about anything that could stall growth.
Third-party apps and services connecting to Facebook user accounts are the latest targets for the social network's bug bounty. Developers and others can claim the bounty as Facebook bids to lessen the risk bugs pose to its users.
Business-to-business marketers should invest in conversational bot technology now to meet the needs of prospects who prefer messaging apps and want to be able to communicate with companies on their own terms at any time of the day, Pankaj Malviya writes. "Companies -- especially B2B companies with long sales cycles -- should invest in conversation bots to keep up with industry trends," he writes.
Business-to-business marketers are wrong if they think their particular industry prevents them from creating entertaining and engaging campaigns, Stephan Spencer writes. He advises marketers to take risks creatively, citing examples such as H&R Block's "Tax Shred Live," which garnered almost half a million live viewers who tuned in to watch heavy-metal guitarist Michael Angelo Batio power a document shredder with his instrument.
Flight Centre Travel Group's Luke Wheatley discusses using Adobe's Creative Cloud to create a video-centric marketing strategy to engage audiences, which encompasses social content focused on popular destinations and videos explaining company values to staff. The company also started a TV show titled "The 48 Hour Destination" that stars one of its travel consultants as the host.
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