3 mistakes CMOs are making with COVID-era budgets

Becoming good at strategic cost optimization isn't just about making hard decisions and cutting costs. It ensures marketing is sustainable in the face of upheaval, writes Ewan McIntyre of Gartner for Marketers.

By Ewan McIntyre • Nov. 24, 2020

HBO teams with Verizon on AR ads for 'His Dark Materials'

Both companies have been putting a big focus on AR of late as research underscores the tech's potential in the entertainment category.

By Robert Williams • Nov. 24, 2020

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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

ESPN touts mobile sports content with app-focused campaign

A 60-second spot debuted during last night's American Music Awards to show the breadth of ESPN content that mobile users can experience in the app.

By Robert Williams • Nov. 23, 2020

Jersey Mike's tests Twitch's interactive multiplayer ads

The Amazon-owned platform will reward digital currency to video streamers who host polls after interactive video ads.

By Robert Williams • Nov. 23, 2020

Ferrero mocks lofty ad claims in fresh campaign for Crunch bars

The candy maker, which bought Nestlé's U.S. confectionery business in 2018, touts the benefits of "Crunching," a fictitious lifestyle trend.

By Robert Williams • Nov. 23, 2020

Walmart boosts shoppable videos with Tastemade cooking shows

Tastemade's "Struggle Meals" series lets viewers text an on-screen number to add suggested ingredients to a virtual shopping cart.

By Robert Williams • Nov. 23, 2020

Bacardi remixes 'Conga' with Meek Mill, Leslie Grace in UGC push

Its latest music-infused campaign will splice fan content into a music video for the Grammy Awards as the pandemic pauses traditional ad shoots.

By Tatiana Walk-Morris • Nov. 20, 2020

Dunkin' pushes for TikTok followers with return of branded onesies

After its recent holiday merch drop mostly sold out, the brand is promising to bring back last year's onesie if it reaches two million TikTok followers.

By Robert Williams • Nov. 20, 2020

Holiday ads nod to COVID-19, but depicting gatherings also works, study finds

An Ace Metrix analysis found that showing safety measures like wearing masks doesn't register a significant difference in an ad's reception.

By Peter Adams • Nov. 19, 2020

Travelocity taps Sarah Michelle Gellar for Thanksgiving cooking tutorial

The celeb-focused Zoom cooking class comes as the pandemic changes many consumers' plans for the holiday.

By Tatiana Walk-Morris • Nov. 19, 2020

Verizon touts 5G with geotargeted AR concert on Snapchat

The wireless carrier is giving people a chance to see a virtual performance by Black Pumas singer Eric Burton outside the New York Public Library.

By Robert Williams • Nov. 19, 2020

HelloFresh enlists Mindy Kaling for sitcom-style series on quarantine cooking

The actor and "solid B-minus cook" will share tips on topics like avoiding the grocery store in the latest celebrity-led content marketing during the pandemic.

By Peter Adams • Nov. 18, 2020

Frito-Lay unwraps online gift shop, brings back Anna Kendrick holiday ad

Its e-commerce push comes as the marketer's research shows 50% of U.S. residents plan to shop for holiday groceries online, up from 15% last year.

By Tatiana Walk-Morris • Nov. 18, 2020

YouTube touts audio ad results in shot across Spotify's bow

Among brands that tested the platform's first push into radio-like ads, 75% experienced an increase in awareness.

By Robert Williams • Nov. 18, 2020

Chipotle turns fans into 'royalty' with TikTok challenge

With its latest campaign on the embattled video app, the QSR gives users a chance to win $10,000 and turn their go-to orders into a temporary menu item.

By Robert Williams • Nov. 18, 2020

Facebook debuts shoppable livestreams with Anne Klein

The social network kicked off a four-part "Celebrate the Holidays" series of live shopping events with the fashion company.

By Tatiana Walk-Morris • Nov. 17, 2020

Home improvement retailer Wickes taps TikTok influencers in UK

Spurring 613,000 views so far, the campaign has seven creators demonstrate Wickes' range of products in social videos offering DIY tips.

By Robert Williams • Nov. 16, 2020

Dunkin' upgrades holiday merchandise following last year's success

An expanded selection for 2020, including customizable items, was previewed in an ad that borrows the look of vertical videos on social media.

By Robert Williams • Updated Nov. 18, 2020

Ikea helps families reduce holiday pressures in new campaign

The retailer celebrates traditions old and new this unusual season, with festive influencer tips and an ad that shows relatable moments from a tough year.

By Natalie Black (Koltun) • Nov. 16, 2020

TikTok gets reprieve as US puts app's shutdown on hold

With new assurances of stability, marketers and users are even less likely to jump ship, though TikTok's future isn't fully sorted yet.

By Peter Adams • Nov. 13, 2020

Mountain Dew, AMC partner for 'Walking Dead' product placement

Continuing a relationship that began in 2017, characters in the show will drink the soda and mention it by name as part of the script.

By Aaron Baar • Nov. 13, 2020

Honda gives Twitch users first look at 2022 Civic

The event will mark the first time a car will have its global reveal on a Twitch branded gaming channel, the automaker claims.

By Robert Williams • Nov. 13, 2020

TikTok's day of reckoning arrives, but marketers appear to hold fast on the platform

Even TikTok is perplexed about whether a ban will take place, filing a petition in the U.S. Court of Appeals that claims the Trump administration has gone silent.

By Peter Adams • Nov. 12, 2020

App Annie: Mobile ad spending will rise 20% as at-home becomes new normal

Much of the growth will come from mobile commerce as consumers continue to adjust to life during the pandemic.

By Robert Williams • Nov. 12, 2020

Ritz spotlights chosen families in inclusive holiday ad

A new purpose-driven holiday spot keys into inclusion and belonging, with Ritz casting two gay men of color, a transgender woman and a non-binary person.

By Tatiana Walk-Morris • Nov. 12, 2020