Google commits $300M to new initiative supporting publishers, quality journalism

The effort includes programs to fight the spread of misinformation online and also bolster news outlets' revenue streams via a subscription tool.

By Erica Sweeney • March 21, 2018

Facebook pilots Patreon-like program to support creator community

One of two new monetization tools lets fans pay their favorite creators on a monthly basis to earn access to exclusive content and badges. 

By Erica Sweeney • March 20, 2018

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Retail Marketing

Top stories that underscore the leading influences on retail marketing, including Gen Z, pop culture and generative AI.

By Marketing Dive staff

Nike takes gamification to the next level with sneaker try-on game

Dubbed "Reactland," the game lets shoppers try on shoes by running on a treadmill hooked up to a video game.

By Daphne Howland • March 19, 2018

Purpose takes center stage for PepsiCo, Stella Artois at SXSW

Both companies are thinking about values-based marketing in less piecemeal terms as young consumers demand their brands stand for something, with successful results.

By Peter Adams • March 19, 2018

Travel Oregon looks to lure visitors with lushly animated 'Only Slightly Exaggerated' campaign

A fantastical 90-second short is supported by immersive content, GIFs and additional animations focused on the state's seven tourism regions. 

By Erica Sweeney • March 19, 2018

Wendy's urges fans to pick #TeamFresh for March Madness offers and swag

In addition to the interactive challenge on social, the chain is activating its sponsorship via its mobile app, first-ever streetwear collection and a food truck. 

By Erica Sweeney • March 16, 2018

Report: Top Amazon video content drew more than 5M users to Prime

Newly released internal documents reveal how the company measures success on a "cost per first stream" basis, or the cost to convert a customer to Prime. 

By Erica Sweeney • March 16, 2018

Tostitos wants people to hang out more or become 'Van Dammed'

A new campaign featuring the '80s and '90s action star uses humor to criticize being asocial, including through six- and 15-second ads.

By Erica Sweeney • March 16, 2018

Tommy Hilfiger puts Gigi Hadid behind the wheel with Formula One racer

Lewis Hamilton, regarded as one of the world's best drivers and a major social media presence, is the brand's new menswear ambassador. 

By Erica Sweeney • March 16, 2018

MGM's digital #WarGames series lets viewers shape stories

The six-episode show is an interactive, updated version of the studio's 1983 film that lets viewers interact with and influence content.

By Erica Sweeney • March 15, 2018

Kingsford Charcoal celebrates MLB Opening Day's return with interactive digital experience

"Backyard All-Stars" lets fans apply the voice of famous announcers to videos of themselves swinging for the fences.

By Erica Sweeney • March 15, 2018

Macy's hacks Instagram's Live Share for spring campaign

Influencers will style an article of clothing and then challenge another influencer to re-style it using a new feature that enables simultaneous live streaming. 

By Erica Sweeney • March 14, 2018

Advertisers, get off your agency's back!

Agency-client relationships need transparency, agility and autonomy to deliver great work, writes Agency Mania Solutions's Bruno Gralpois.

By Bruno Gralpois • March 14, 2018

Snapchat promotes third-party AR lenses in bid to foster influencer community

However, these "creator boosts" can't currently be branded and creators won't be paid for their efforts. 

By Erica Sweeney • March 13, 2018

Sabra hummus taps customer feedback for new 'Feel Good Food' jingle

Jingles have fallen out of favor with advertisers, but the brand is supporting the effort with trendier tactics including extra-short video and experiential marketing. 

By Erica Sweeney • March 13, 2018

360 video ads boost purchase intent by 7%, study finds

The format also shows a 12% increase in the belief among viewers that a brand has a "unique story to tell" when compared to traditional video ads.

By Erica Sweeney • March 13, 2018

Facebook secures rights to live stream 25 MLB games

The deal includes in-game elements created for watching, sharing and interacting on Facebook, as well as on-demand highlight packages and recaps for each team. 

By Erica Sweeney • March 12, 2018

Lexus crafts 3-D art installation from fan love letters

A 60-second video features real customers reading their notes of thanks as a craftsman folds and hangs them into a 16 foot "perceptual" art piece. 

By Erica Sweeney • March 9, 2018

Study: Facebook grabs 46% of digital video ads, topping YouTube

Issues with platform fit persist, however, as about 75% of marketers simply adapt their TV spots for digital video efforts, disregarding factors like length. 

By Erica Sweeney • March 9, 2018

Oscars takeaways: how to be an award-winning multichannel marketer

From Guillermo del Toro to "Dunkirk," Sunday night's winners offer insights for industry professionals, according to LoopMe CEO Stephen Upstone.

By Stephen Upstone • March 8, 2018

Pepsi rides World Cup excitement with push featuring 5 soccer stars

With rival Coke being the tournament's official sponsor, Pepsi is slyly entering the conversation with the help of athletes like Lionel Messi, Marcelo and others.

By Erica Sweeney • March 7, 2018

Oreo and Shaq celebrate their shared birthdays with OOH, social video campaign

The Snack Shaq playhouse pop-up at Atlantic Station had a customized sunroom allowing the 7 foot 1 inch former NBA player to peek out of the top.

By Erica Sweeney • March 7, 2018

Report: Facebook offers brand-safe video ad buys for $750K

Advertisers participating in the program won’t be able to target their messages, unlike most of the ads placed on Facebook videos.

By Erica Sweeney • March 6, 2018

Walmart's A-list Oscar night was all about 'the Box'

For its second year of short films during the Academy Awards, "the Box" became a star, and a true symbol of its war with Amazon.

By Daphne Howland • March 6, 2018

Snickers teams with WWE on YouTube series, Instagram Story for WrestleMania

Wrestling superstars will appear in the candymaker's "You're Not You When You're Hungry" campaign to be shared on WWE's digital and social channels.

By Erica Sweeney • March 6, 2018