The Latest
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Yujin Kim/Marketing Dive
Tracking every ad buy for Super Bowl LV
Kia will sit out the big game after 10 consecutive years, but DraftKings will make its debut and Mtn Dew plans to showcase a new product with the help of John Cena.
UPDATED: Feb. 1, 2021 at 10:15 a.m. -
Courtesy of Chipotle
Deep DiveSuper Bowl's status as marketing bellwether diminished as brands play it safe
Some of the biggest announcements so far are advertisers like Budweiser sitting out, but newcomers — particularly brands boosted by the pandemic — are also jumping on the opportunity.
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Courtesy of Pringles
Pringles brings video game zombie to life in Twitch livestream
The Kellogg-owned snack sponsored a livestream in which a gaming influencer lured a zombie out of a video game, mimicking one of the brand's TV spots.
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Courtesy of Cutwater Spirits
AB InBev's Cutwater Spirits taps 'Schitt's Creek' star for multichannel campaign
Along with a social media series and sweepstakes, the campaign includes a spot that will air in key regional markets during the Super Bowl.
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Courtesy of Dunkin'
Dunkin' offers drive-thru weddings for Valentine's Day
Interest remains strong in the romantic holiday but marketing must reflect how consumers plan to celebrate differently because of the ongoing pandemic.
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Courtesy of Walmart
Walmart links with The Trade Desk in extensive overhaul to ad business
Now known as Walmart Connect, the retail media network is looking to scale into a top-10 offering by developing its own demand-side platform.
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Courtesy of Apple
Apple reports record revenue with IDFA changes set for 'early spring'
The company saw revenue hit $111.4 billion in its first quarter, a 21% year-over-year lift fueled by double-digit growth in each product category.
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Courtesy of Lego Group
Lego teams with Universal Music Group for TikTok-like kids app
Children can use the Lego Vidiyo app with minifigures and "BeatBit" pieces to create music videos that can be trimmed to shorter, shareable clips.
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Facebook reports record revenue, but warns of Apple's privacy changes
Mark Zuckerberg warned that small businesses will no longer be able to reach their customers with targeted ads due to Apple's planned changes to IDFA.
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Courtesy of Molson Coors
Coors pulls from 'Inception' to insert brand into dreams before Super Bowl LV
Because it is frozen out of the big game by AB InBev, the marketer is using science to get people to dream about its products.
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Courtesy of Mars, Incorporated
Mars starts influencer-powered crowdsourcing campaign to amplify women's voices
The purpose-driven #HereToBeHeard push seeks to build on prior efforts by the marketer, including removing gender bias and negative stereotypes from ads.
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Hellmann's first Super Bowl ad stars comedian Amy Schumer. The image was retrieved from the brand's YouTube video on Jan. 27, 2021.
Hellmann's Super Bowl debut enlists Amy Schumer to address food waste
The Unilever brand joins a growing group of big game newcomers that have seen higher sales during the pandemic and want to show a commitment to social responsibility.
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Retrieved from Sensor Tower on January 06, 2021
Digital ad spending from holidays shows signs of 'return to normalcy,' Merkle finds
Brick-and-mortar retailers and travel companies that bore the brunt of the economic slump show signs of recovery after a relatively strong fourth quarter.
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Courtesy of 7-Eleven
7-Eleven turns latest experiential store into 'gaming palace' Airbnb
Before the location opens to the public, two fans can book a stay that includes access to a PlayStation 5 and a one-hour Twitch session with a top gamer.
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Courtesy of The Coca-Cola Company
Coke delivers coffee-flavored soda from Walmart by drone
To promote the product launch, the company offered drone delivery in the "buzzworthy" community of Coffee County, Georgia.
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Courtesy of Papa John's
Papa John's offers chance to win 'Epic Stuffed Chair' designed for binge-watching
Sports fans can share videos of their "epic moves" on social media for prizes that include an overstuffed, motorized chair valued at $32,500.
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Permission granted by John Hazard
OpinionCMO, heal thyself!
Chief marketers must standardize the role in order to align their skills with growth strategy and measure success, writes MMA Global CEO Greg Stuart.
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unsplash/freestocks
NBCUniversal, Twitter deepen partnership to meet growing demand for premium social content
The two are expanding their work in advertising sales and content sharing as the pandemic drives up consumer appetites for formats like livestreaming.
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Retrieved from TikTok on January 25, 2021
NFL recruits Miley Cyrus, TikTok to enliven tailgate ahead of unusual Super Bowl
A two-hour livestream on the social video app shows how the league and marketers alike are moving away from TV to generate hype for the big game.
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Courtesy of Budweiser
Budweiser skips Super Bowl, reallocates ad budget to COVID-19 support
The AB InBev flagship will forgo a big game spot for the first time in 37 years, opting instead for vaccine awareness efforts that include a digital short film.
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Courtesy of Anne Klein
Retail marketers invest in livestreams to establish shopping's 'next normal'
The ready availability of the tech to produce live shows and accept online orders gives brands a way to lift sales while fostering direct relationships with customers.
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Courtesy of Chipotle
Chipotle's debut Super Bowl spot highlights support for local farmers
The ad's themes reflect how Chipotle believes the coronavirus has changed consumer behavior, with a greater importance on community.
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Courtesy of Chobani
Chobani dips into TikTok with first hashtag challenge for Opposite Day
Winners will get a case of snacks that feature more cookie dough crunch than Greek yogurt — the opposite of the brand's regular Flip product.
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Courtesy of DoorDash
DoorDash rides with Daveed Diggs, 'Sesame Street' for first Super Bowl ad
A reimagination of the "People in Your Neighborhood" song from the children's show highlights all the things that people can order via the app.
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Omnicom's patent-pending software ties earned media to sales
OmniearnedID intends to support a brand's entire marketing program, not just PR, and can help quantify the effect of influencer campaigns on sales.
