Inside the creator marketing trends expected to go viral in 2024

Some marketers are betting creator-led advertising is the way forward, while social commerce and artificial intelligence could yield fresh potential.

By Jessica Deyo • Jan. 11, 2024

Taco Bell stages Las Vegas fan experience ahead of Super Bowl LVIII

A gathering in the style of tech conferences will preview new products and partnerships coming in 2024, all against a big game backdrop.

By Peter Adams • Jan. 10, 2024

Explore the Trendline➔

The Marketing Dive Outlook on 2022

Despite continued uncertainty, the past two years have provided plenty of lessons for marketers looking for a way forward. Read on for the trends and topics that could shape the industry in 2022.

By Marketing Dive staff

Honda taps AI, indie artist for ‘Chasing Greatness’ campaign

Set to musician Bishop Briggs’ new song “Triumph,” the campaign showcases the new Ridgeline TrailSport truck and includes AI-fueled social video.

By Sara Karlovitch • Jan. 10, 2024

Walmart+ taps Andy Cohen to help consumers survive Quitter’s Day

The retailer’s vice president of creative explained how the campaign highlights the ways the membership can help consumers stick to New Year’s resolutions.

By Chris Kelly • Jan. 10, 2024

8 predictions for 2024 as marketing seeks a new normal

Following a period of extremes, key trends like retail media and ad-supported TV could settle down while experiments in areas like AI ramp up.

By Peter Adams , Jessica Deyo , Chris Kelly , Sara Karlovitch • Jan. 9, 2024

FanDuel gives Gronk another shot in Super Bowl marketing blitz

Part of a larger campaign, consumers can again bet on if NFL icon Rob Gronkowski will score a live field goal for FanDuel’s second big game ad. 

By Jessica Deyo • Jan. 9, 2024

Choice Hotels CMO talks the brand’s largest marketing campaign to date

Starring Keegan-Michael Key, the chain’s latest campaign highlights its growing presence in the upscale space, Chief Marketing Officer Noha Abdalla shared.

By Jenna Walters • Jan. 8, 2024

IPG sells Hill Holliday, Deutsch New York to marketing services upstart

The pair of iconic creative shops will preserve an affiliate relationship with their former parent, which has struggled with the tech downturn. 

By Peter Adams • Jan. 8, 2024

Campaign Trail: Pop-Tarts’ edible mascot made ‘ultimate sacrifice’ to win bowl season

The Kellanova brand dominated social media with a game-day activation that embraced dark, weird humor.

By Chris Kelly • Jan. 5, 2024

Tinder expands global brand platform ahead of Dating Sunday

The expanded “It Starts With A Swipe” creative comes ahead of online dating’s busiest day of the year and was developed with Gen Z in mind.

By Aaron Baar • Jan. 4, 2024

Planet Fitness busts gym barriers with help from Megan Thee Stallion

A new campaign elevates the rapper to the role of Mother Fitness and includes TV ads, an augmented reality filter and co-branded merchandise.

By Sara Karlovitch • Jan. 3, 2024

How TurboTax’s new campaign makes moves count on road to Super Bowl

The effort includes marketing partnerships with Twitch and TikTok and will culminate with the brand’s 11th consecutive appearance in the big game.

By Aaron Baar • Jan. 3, 2024

Mtn Dew fan favorite Baja Blast sets Super Bowl debut for 20th anniversary

The former Taco Bell exclusive will be made available at nationwide retail for a full year for the first time as part of the “Bajaversary” marketing blitz.  

By Peter Adams • Jan. 2, 2024

Why Coca-Cola turned to ‘The Bear’ to bring together its family of brands

“New Guy” developed out of conversations with Majority, a diversity-focused creative agency that is part of the marketer's OpenX arrangement with WPP.

By Chris Kelly • Jan. 2, 2024

Geico thaws Caveman on road to the Super Bowl

A new spot from The Martin Agency sees the iconic brand character wake up from a nightmare about the “so easy, a caveman can do it” tagline.

By Chris Kelly • Dec. 22, 2023

Peacock’s first exclusive NFL game will go commercial-free for a quarter

Instead of conventional ad breaks, sponsors Capital One, Hyundai and Walmart will run custom content, cutting the broadcast’s ad load by 40%. 

By Peter Adams • Dec. 21, 2023

In-house agency sophistication rises, output improves: survey

Among the two-thirds of brands now running in-house shops, 33% reported “complete satisfaction,” a significant jump from 2020’s findings.

By Peter Adams • Dec. 21, 2023

Burger King turns hangovers into discounts with facial recognition

In the tradition of its “Whopper Detour” and “Burn that Ad” campaigns, the chain’s latest stunt uses mobile technology to drive engagement.

By Chris Kelly • Dec. 21, 2023

Oreo sets Super Bowl return a decade after watershed Twitter play

The Mondelez cookie brand’s speedy response to a power outage in 2013 is enshrined as one of the great big game marketing moments.

By Peter Adams • Dec. 20, 2023

Zacapa rum highlights female empowerment in 1st global campaign

“Lips to Soul” will be supported by out-of-home activations, primarily Facebook and Instagram paid social media advertising, events and TV in select markets.

By Sara Karlovitch • Dec. 20, 2023

Target brings dog mascot Bullseye to Las Vegas Sphere for holiday blitz

The largest version of the Bull Terrier character yet is joined by an 11-story gingerbread Target for the snowglobe-inspired takeover.

By Peter Adams • Dec. 19, 2023

Hotels.com recruits NBA stars to promote mobile app, loyalty program

A new “Hotel like a Pro” campaign highlights Nikola Jokić and Jimmy Butler’s “hotel hacks” and includes an integration with the NBA2K video game.

By Jessica Deyo • Dec. 19, 2023

Gartner: 20% of brands to go ‘acoustic’ amid rising generative AI concerns

One-fifth of brands will lean into being AI-free as a point of differentiation, a trend that contrasts with CMOs’ growing investments in the tech field.  

By Peter Adams • Dec. 18, 2023

Dove returns to Super Bowl for 1st time in 18 years

The 30-second spot follows a previously announced partnership with Nike around coaching tools that build body confidence in girls.

By Chris Kelly • Dec. 18, 2023

Warner Bros. marks 20 years of ‘Elf’ with Roblox experience

Made with Fairview Portals and Supersocial, the experience invites players into Santa’s workshop and features several nods to the iconic holiday film.

By Sara Karlovitch • Dec. 18, 2023