Hybrid events are here to stay and marketers need to adopt a specialized approach to engage both virtual and in-person audiences, Ambreen Ali writes. Some of the strategies Ali recommends include incorporating interactive experiences for virtual attendees, using data to personalize certain aspects of the event and coaching presenters on how to engage with audiences virtually.
Colossus created a "Feel Good Greens" campaign for Bowery Farming with quirky artwork from Laurene Boglio in ads that highlight awkward or disappointing scenarios accompanied by the tagline "If nothing else, feel good about your greens." The campaign is targeted in select East Coast states, including subway ads in Manhattan, and agency co-founder Jon Balck says Bolio's art "is wonderfully offbeat -- just like the advertising concept, the brand and the way the company grows vegetables."
BBDO created "Album Art" packs for M&M's that feature the brand's newly refreshed characters displayed on packaging that reimagines iconic album covers by artists including David Bowie, Kacey Musgraves, H.E.R. and Rosalia. The push includes special packaging sent to 15 fans of the featured music artists discovered on social media.
Mekanism's latest work for OKCupid's "Every Single Person" campaign features an out-of-home ad supporting reproductive rights with the copy "every single pro-choicer" and enables the platform's users to display a "pro-choice" badge on their dating profile. The brand also is giving $1 to GLAAD for each of the 10,900 likes received by a viral video showing people on a New York subway tear down the campaign's previous work and is donating $2, up to $25,000, to the nonprofit for every like of a new Instagram post.
Seven in 10 Americans who have visited a 3D virtual store made a purchase and 33% would be keen to buy virtual or real items in branded environments in the metaverse, according to an Obsess study. In addition, almost 75% of Generation Z shoppers have purchased a digital item while playing a video game and 60% want to buy from brands in the metaverse.
The Marketing Arm unveiled a refreshed logo and brand campaign for Papa Murphy's that features a 30-second spot showing the uniquely collaborative relationship between brand and customer that results from its "take-and-bake" pizza. The push includes a new tagline, "We make great pizza so you can make the pizza great."
Groupon is inviting football fans to enter to win a Super Bowl viewing party in Foxborough, Mass., at the home of NFL star Rob Gronkowski, who will be out of town for the event. A 30-second "Party Like a Player" spot features Gronkowski introducing the sweepstakes, which also includes other prizes.
Ten6 is taking soap brand Irish Spring to its first Super Bowl with a 30-second spot during the game's fourth quarter, and a 10-second teaser shows a man arriving at a mystical, green land with waterfalls and people clad in white and beige. An accompanying campaign reveals a refreshed logo, new packaging designs and new products.
Some 38% of US Instagram users have cut down the amount of time they spend on the platform for mental health reasons, while 38% have blocked accounts, 21% have set limits on screen time and 18% have deleted the app, according to Opinium research. In addition, 50% think influencer marketing will be a permanent strategy and 21% have purchased products recommended by influencers.
Arnold Worldwide, with Bob's Discount Furniture's internal marketing unit LB & Co., created an "Assemble the Bobs" campaign that features famous Bobs becoming furniture salespeople for the brand. A series of 15-, 30- and 60-second spots running across TV and digital platforms feature the late Bob Ross, comedian Rob Schneider and Robert Van Winkle, aka Vanilla Ice.
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