Why actions and behaviors — not platforms — are the metaverse's real value for brands

For brands to find their niche early on, they should look to how consumers will use the metaverse to connect, explore, create and seek entertainment.

By Matt Maher • Feb. 14, 2022

NFL opens Snapchat playbook for Super Bowl Sunday

Along with the league's activations, brands including Verizon, Frito-Lay and Uber are using the app's AR functionality on gameday.

By Chris Kelly • Feb. 10, 2022

Explore the Trendline➔

Top 5 stories from Marketing Dive

From the continued rise of artificial intelligence to the emergence of new digital channels, here's a look at key trends driving marketing in 2026.

By Marketing Dive staff

Walmart, NYX partner with Triller to boost Black creators

The social video app has pledged 50 million guaranteed views to Black creators this month in honor of Black History Month.

By Chris Kelly • Feb. 10, 2022

'We're back': Humor, optimism make a big return in Super Bowl LVI ads

Celeb-studded campaigns and newcomer categories like cryptocurrency represent an eye on a future less bogged down by today's doom-and-gloom.

By Peter Adams • Feb. 10, 2022

Stella Artois emphasizes hope for the future in Super Bowl spot

With nearly 40% of the beer brand's business occurring on-premise, a new campaign urges diners to return to restaurants.

By Sara Karlovitch • Feb. 9, 2022

Michelob Ultra's 'Superior Bowl' ad promotes gender equality in sports

Developed with Wieden + Kennedy, the Anheuser-Busch brand's big game spots were set in a fictional bowling alley that attracts a diverse cast of stars.

By Peter Adams • Feb. 8, 2022

Miller spars with Bud Light over low calorie counts

As competitor Bud Light Next hits shelves, Miller64 taps a real-life mathematician to highlight the brand's low calorie count and encourage trial.

By Sara Karlovitch • Feb. 8, 2022

Weee taps filmmaker to amplify storytelling, social commerce

The ethnic e-grocer has named Jon M. Chu, director of movies including "Crazy Rich Asians" and "In the Heights," as its chief creative officer.

By Catherine Douglas Moran • Feb. 8, 2022

Inside Folgers' plan to swap its fusty reputation for punk-rock rebelliousness

PSOne, the bespoke Publicis unit serving J.M. Smucker, is drawing out Folgers' unsung New Orleans roots and focusing on a craft story millennials care about.

By Peter Adams • Feb. 7, 2022

Burger King puts creative, media accounts into review as RBI reshape continues

Sister brands Popeyes and Tim Hortons are also looking for a new media agency in the U.S.

By Chris Kelly • Feb. 7, 2022

Pringles pops open refresh with new campaign

The chip brand is the latest legacy CPG marketer to spruce itself up as a post-pandemic market starts to emerge.

By Sara Karlovitch • Feb. 7, 2022

Truly cracks open love with contest to encourage Valentine's Day first dates

Based on consumer research that found 70% of people would go on a first date on Valentine's Day, the hard seltzer brand is using Twitter to reward risk-takers.

By Sara Karlovitch • Feb. 4, 2022

GameStop plots NFT marketplace with Immutable X partnership

The retailer is trying to get a jump-start on the next technological iteration of gaming. 

By Ben Unglesbee • Feb. 4, 2022

Universal, Snap host virtual concert to promote J-Lo's 'Marry Me'

Snapchat users were able to see their Bitmoji in the crowd as film stars Jennifer Lopez and Maluma performed as avatars.

By Chris Kelly • Feb. 3, 2022

Smirnoff kicks off Super Bowl with watch party for remote Alaskan miners

The Diageo brand is also running a text-to-win promotion as it activates around the Super Bowl, during which it cannot advertise.

By Sara Karlovitch • Feb. 3, 2022

Shake Shack hooks up with DoorDash for chicken sandwich-themed dating site

The brands are linking to help spicy food lovers "eat cute" in time for Valentine's Day with an effort that could generate valuable first-party data.

By Chris Kelly • Feb. 3, 2022

What marketers can expect in 2022 amid continued uncertainty

As they make plans for this year and beyond, marketers can rely on the lessons of the past two years as they look forward.

Feb. 3, 2022

Timberland steps out with experiential game exploring its history

TimbsTrails is an immersive digital experience that invites fans on a journey through the brand's history via a blend of stories, art, music and people.

By Nina Lentini • Feb. 2, 2022

Captain Morgan unveils smart punch bowl in time for Super Bowl

Dubbed the "Most Unnecessary, Necessary Invention in the History of Sports," the container displays the score of the game in real time.

By Sara Karlovitch • Feb. 1, 2022

The path forward for fashion's sustainable future may be affordability

Sustainability sells, but how can retailers market around the trendy topic when eco-friendly products are often inaccessible to the average consumer?

By Natalie Black (Koltun) • Feb. 1, 2022

Folgers tunes in classic rock to try to perk up brand

In addition to replacing a widely recognized jingle with Joan Jett's "Bad Reputation," the 170-year-old brand is also playing up its ties to New Orleans.

By Nina Lentini • Feb. 1, 2022

Publicis Media furthers DEI bets with multiyear content pact focused on streaming

A deal with Chicken Soup for the Soul Entertainment kicks off with a Crackle Plus program featuring custom integrations for The General.

By Peter Adams • Jan. 31, 2022

McDonald's enlists fashion designer for Lunar New Year celebration in metaverse

An interactive virtual space displays towering zodiac sculptures by Humberto Leon in the latest sign the chain is committed to exploring the tech frontier.

By Peter Adams • Jan. 31, 2022

Michelob Ultra unveils streetwear line to reflect growing wellness strategy

The brand teamed with artists to design the shirts while positioning itself as a better-for-you brew to reach younger, more wellness-focused generations.

By Sara Karlovitch • Jan. 31, 2022

Campaign Trail: How Coke gives its 130-year-old logo contemporary flair

Overlaying the 19th century script on richly hued cans balances nostalgia and modernity, a comforting reminder of Coca-Cola's iconic status.

By Natalie Black (Koltun) • Jan. 28, 2022