In-app mobile programmatic ad investment is shifting away from standard banners to full-screen video, native ads and full-screen interstitials, which have a higher impact on mobile users, InMobi's Anne Frisbie writes. She explains why this is such a positive mobile advertising trend, providing stats on the performance of video and describing how VAST has led to an improved, buffer-free mobile viewing experience, and writes, "It's amazing to see what is truly capable from a creative standpoint when brands start with a mobile-first perspective."
DDB Chicago's new black-and-white 90-second spot, "Followers," for Miller Lite features three people being pursued by social media-obsessed mobs before they escape into a bar and the ad switches to color as the three meet and enjoy the brand's beer and copy reads, "A few friends are better than a few thousand followers. Here's to the original social media." The push also includes the brand taking a two-week break from its social accounts and fans who unfollow it on Instagram and Facebook will be rewarded with free beer.
Humanaut's debut campaign for NutriBullet features a series of spots showing spoof influencers giving humorously time-intensive health advice to viewers before showing regular people using the brand's blender to quickly absorb healthy nutrition into their busy lives. "Feel the Blend" is running across digital platforms and TV, including BET, TNT and Hallmark.
A recent Gartner survey of marketing leaders found 19% say there is consistency between their brand actions and values, while 79% say there is "moderate alignment." "With consumer skepticism at an all-time high and disconnects between brand promises and realities triggering negative associations, marketing leaders cannot afford to have their brand values out of step with their actions," says Chris Ross, an analyst at Gartner, which recommends tapping data to improve alignment.
Mazda and National Geographic have launched a competition on Instagram via a dedicated @natgeoyourshot account that invites users to enter with photos that tell uplifting stories and three finalists will be sent on travels "to capture stories leveraging Mazda's brand values of challenger spirit, ingenuity and passion for uplifting others," the brands say. A winner, named during the first six months of 2020, will then work for Nat Geo and the campaign is being promoted across the publisher's social and digital channels that have a potential reach of 225 million Americans, the brands say.
Patron Tequila, with MikMak, has become the first liquor brand to sell to Instagram users directly on the platform through swipe-up Stories, enabling them to receive delivery via partners ReserveBar, Instacart and Drizly upon proof of ID. The creative for the shoppable Stories focuses on experience and education, and MikMak's Rachel Tipograph says, "Instagram is now becoming the new digital shelf."
Amazon's Twitch has hired former Zynga executive Doug Scott as CMO just as the company is expanding beyond video games to shared streaming experiences and original content. "Twitch is revolutionizing entertainment through its massive and highly engaged community of creators and fans," Scott said in a statement.
NASA, with Luster, has created a custom 3D mosaic sculpture titled Artemis Generation that will be on show this week in Washington, D.C., during the 70th International Astronautical Congress. Consumers are invited to be part of the 3D sculpture by posting selfies on Twitter and Instagram, and Luster CEO Michael Lipton says, "We want to, over the course of the event, go from having a blank sculpture to having a photo mosaic overlaid over it."
FerebeeLane has created a "Star Wars x Le Creuset" collection for the cookware brand, which includes an all-black Darth Vader Dutch oven and a roaster that pays tribute to the moment in "The Empire Strikes Back" when Hans Solo is encased in carbonite. A 60-second YouTube spot showcases the full range of products set against movie-themed backgrounds.
Burger King, with David Miami, has created a "Spirit Taste Test" spot for Halloween that features Riz Mirza, a psychic medium and trance channeler, conducting a seance in Los Angeles' haunted Alexandria Hotel and channeling spirits to taste the brand's limited-edition Ghost Whopper. The video shows Mirza as spirits supposedly take over his body and give their verdicts on the Whopper, with one saying through the medium, "We are feeling the energy of this ... it is unusual and powerful," while another declares, "It is filth," as Mirza throws it across the room.
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