Dunkin' and Fast Horse launched the "Human Charger" at NYC Pop-Up -- cans of "Shot in the Dark" that contain a coffee-espresso blend that come with a stainless steel telescopic tube instead of a plastic straw. The campaign, designed to help consumers survive the longest day of the year and promoted via a YouTube spot, also let people order free samples of the drink for delivery via Google Assistant and Amazon Alexa.
Julia Stead credits emotional intelligence and data with helping the Toronto Raptors beat the Golden State Warriors in the NBA finals, with organizational empathy and synergy being part of the winning formula. She writes that the team used IBM Watson to develop a "data-driven 'war room' that supports the coaches, the players and everyone else in the organization," and adds that "crunching comprehensive data on every player, Big Blue has helped the Raptors assemble their roster as well as make other choices that often mean the difference between winning and losing."
Disney is in the midst of a reported $150 million promotional push for "Toy Story 4," which includes more than 100 global partnerships with companies such as Chrysler, Clorox, McDonald's and Ziploc. Disney senior vice president Lylle Breier said, "Our philosophy for marketing partnerships is to work with best-in-class brands with products that are organic to the movie. For us, the creative idea rules -- we want to produce advertising and activations that are unique and additive to our overall marketing campaign."
Recent research from Sprout Social reveals that creating strategies that align with business objectives is the biggest challenge for 47% of social marketers and 63% say social listening will become increasingly important in the next 12 months. The study also found that 67% of consumers are more inclined to spend more with brands they follow on social and 45% are more likely to look into a service or product if they read a social post written by a brand's employees.
Google is making changes to its Universal App Campaign, enabling more iOS search info on Google and other sites regardless of browsers or app used. The changes are expected to significantly boost campaign traffic, impressions and conversions.
Join the biggest gathering of senior marketers in the U.S. by attending the 2019 ANA Masters of Marketing Conference, October 2-5 in Orlando, Fla. In addition to the general session stage, we are bringing back the Masters Second Stage, which is now bigger and better than last year's space. This enlightening forum is perfect for learning what's new, what's next, and what matters.
Second Stage speakers include:
- Dana Anderson, chief transformation officer at MediaLink
- Charlie Chappell, head of integrated media and communications planning at The Hershey Co.
- Sheryl Connelly, manager of global consumer trends and futuring at Ford
- Leland Maschmeyer, chief creative officer at Chobani
Wells Fargo's Michael Lacorazza spoke at the ANA Masters of B2B Marketing Conference about the bank's strategies to reach business-to-business prospects, including its "Moments of Truth" branded content series with Bloomberg. "The nature of the c-suite is changing," he said, adding, "It's no longer just 56-year-old white men."
Business-to-business email marketing should immediately convey what's on offer, why it's valuable to the recipient and how they can access it, Howard Sewell writes. Grab attention quickly with engaging visuals and keep each email focused on one particular message and call to action that promotes the benefits to prospects, he recommends.
While lawmakers are examining and considering limiting the power wielded by social media platform dominators Facebook and Google, advertising executives at the Cannes Lions International Festival believe splitting them up would be disadvantageous. "I cannot walk away from scale, as a brand that needs mass marketing," says MasterCard Chief Marketing Officer Raja Rajamannar, while MediaLink CEO Michael Kassan adds that advertisers "would welcome some regulation of the platforms."
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