The pandemic has accelerated the importance of great digital customer experiences, and three areas ripe for opportunity are livestreamed events, interactive engagement during live sports and enabling consumers to save money, writes Airship's Mike Herrick. He highlights brand examples, such as Nike's use of high-profile trainers to deliver live virtual workouts and Gas Buddy and Dosh driving brand loyalty by offering valuable pricing information and discounts.
Aston Martin partnered with Bowmore Islay Single Malt Scotch Whisky to create 25 handcrafted Black Bowmore DB5 1964 bottles that will be priced at $65,335, with each taking up to a week to create. The collaboration "brings together an iconic whisky and a legendary car in a bottle of equal parts, featuring exceptional single malt and a genuine Aston Martin DB5 piston," the brands stated.
The New York Women's Foundation, with Design Pool, created an out-of-home campaign in New York City that features the messaging "Trust Black Women" and "Black Women Lead Movements. We Invest in Them." The push is running across bus station signage, billboards and newspaper stands.
New Belgium Brewing, with Red & Co., marked International Beer Day and touted Fat Tire as the first beer to be certified as carbon neutral in America with a one-day $100 charge for its six-packs to highlight what could happen to beer prices if climate change escalates. The move is part of Fat Tire's "Drink Sustainably" campaign and was promoted via a full-page ad in The New York Times and media buys across Twitter, Facebook, NPR and The Guardian.
Major brands including Dunkin, Sephora, Red Bull, Maybelline and Louis Vuitton have already made their debut on Instagram Reels, the platform's TikTok-style feature, with Maybelline's video starring model and influencer Nikkie De Jager, who lip-synced to the brand's jingle while applying makeup. Industry insiders discuss whether Reels will draw brands away from TikTok, with VMLY&R's Grace Hoy noting, "If you're a brand, it's easier to get internal buy-in at your company or leadership on board with Reels."
Google Ads Data Hub is partnering with Integral Ad Science to provide YouTube advertisers with viewability and ad fraud and brand safety measurement. Brands will also be able to integrate first-party data with Google's event-level ad campaign data to gain more insight and enhance campaign efficiency.
Global over-the-top revenues hit $83 billion last year, according to a report from Digital TV Research. Subscription video on demand was 58% of OTT revenues, an increase from 41% in 2015, the report says.
Iris Worldwide created a social ad in the UK for Starbucks that simply features one of the brand's cups with "Mmphfffh" written on it and the copy "Thank you for wearing a mask in store." Iris' Eli Vasiliou says, "Names on cups is such a big thing at Starbucks -- and it just occurred to me how much trickier life suddenly is for baristas," adding, "It seems to be tickling people, which feels great after all the seriousness in adland over the last few months."
Highdive's acceptance speech at Ad Age's virtual Small Agency of the Year Awards took the form of a humorous video that features its staff, and two stars from its recent campaigns -- Jason Momoa and Bill Murray. Momoa and Murray appear separately with the former praising "High Five" on the win and the latter paying tribute to the real star of Jeep's "Groundhog Day" ad, who was paid in "treats."
Omelet CEO Thas Naseemuddeen writes about the change from frequent business travel to working from home and how the agency has adapted to life during the pandemic. "I'm constantly inspired by our team's ingenuity and sense of family and how everyone is supporting each other through this time, even though we're all apart," she writes.