Hilton ribs romantic streak in travel ads with focus on perks

A new global platform has Paris Hilton promote practical services like pet-friendly accommodations versus generic imagery of beaches. 

By Peter Adams • July 25, 2022

Toyota drives chatter for TikTok debut with creator-led dance challenge

Aubrey Fisher, who also appears in TV ads for the brand, helped judge a contest that drew over 1.4 million user-generated videos.

By Peter Adams • July 18, 2022

Mike and Ike sweetens esports brand's bid at winning over Fortnite fans

The candy sponsorship is the first for Dignitas’ dedicated Fortnite collective and will feature a TikTok series, competitive event and more.

By Peter Adams • July 12, 2022

Philadelphia cream cheese serves burned-out diners at Feeladelphia restaurant

The Kraft Heinz brand looks to engage consumers who crave feelings and experiences after two-plus years shaped by the pandemic.

By Chris Kelly • July 11, 2022

Manscaped sharpens edgy humor strategy with multiyear Pete Davidson deal

The “Saturday Night Live” breakout is also becoming an investor in the brand as it prepares to go public later this year.

By Peter Adams • July 11, 2022

McDonald's strengthens gaming creator ties with OfflineTV sponsorship

This is the marketer’s second deal with a gaming-focused group in the past year and squares with a larger commitment to improve diversity in media.

By Peter Adams • July 6, 2022

Honda invites gamers to Hondaverse in Fortnite on Twitch

Creator SypherPK hosts a series of livestreams where he explores the virtual world as the auto brand doubles down on its outreach to gamers.

By Chris Kelly • June 30, 2022

Alka-Seltzer drops new hangover-relief product with help from T-Pain

A remix of the brand’s classic jingle from the “Buy U a Drank” singer is tied to a TikTok dance challenge catering to the younger crowd.

By Peter Adams • June 28, 2022

Sweetgreen launches digital feature to reward customers for meeting goals

The chain partnered with TikTok creator Emmanuel Duverneau to create content on the platform as part of a campaign designed by its in-house agency.

By Julie Littman • June 28, 2022

HelloFresh cooking series challenges Twitch streamers to 'Unleash the Feast'

The meal-kit company is offering viewers of its livestreamed cooking competition show a chance to win prizes and discounts on orders.

By Robert Williams • June 23, 2022

Mastercard expands sonic branding with 'Priceless' album

The multi-artist album features original songs that incorporate the melody of the company’s brand sound.

By Chris Kelly • June 22, 2022

Axe enlists popular Fortnite streamer to design in-game 'Mistaverse'

Social listening insights showed fans frequently compare a power-up item with the Unilever brand’s products, inspiring a custom island.

By Peter Adams • June 15, 2022

L'Oréal's Garnier doubles down on esports with Team Vitality

The partnership demonstrates how brands from verticals not usually associated with esports are getting in on the action to engage younger consumers.

By Chris Kelly • June 14, 2022

Sour Patch Kids taps Twitch streamers for flavor competition

Each creator will host a livestream and debut custom packaging that bears their likeness as part of efforts to engage with gamers.

By Chris Kelly • June 13, 2022

P&G's Always, Tampax sponsor esports tournament to break down gender barriers

A new Astral Clash event is billed as one of the few pro opportunities for female-identifying players of the popular shooter game Valorant.

By Peter Adams • June 3, 2022

Campaign Trail: Beats by Dre showcases crossover between basketball, hip-hop and ads

Translation tapped NBA All Star Ja Morant and rapper Lil Baby to reimagine 20-year-old Reebok spots masterminded by agency founder Steve Stoute.

By Chris Kelly • June 3, 2022

Tostitos teams with Dan Levy to help people avoid summer FOMO

The Frito-Lay brand's Snapchat lens lets friends play a game called "FOMO or F No!" which will feature in an ad during the MTV Movie & TV Awards.

By Chris Kelly • June 2, 2022

Gucci opens persistent digital space on Roblox

With Gucci Town, the luxury brand is demonstrating its commitment to the metaverse with a hub that will evolve over time.

By Chris Kelly • May 31, 2022

TikTok takes page from Twitch as battle for creators intensifies

A Live Subscription feature promises predictable monthly income, which could appeal to a creator base that’s felt the double-edged sword of overnight virality.

By Peter Adams • May 26, 2022

Gucci seeks next generation of esports talent with gaming academy

A program developed with Faceit provides a direct pipeline to up-and-comers as the luxury marketer tries to shore up a stake in the booming category.

By Peter Adams • May 23, 2022

Nextbite exec dishes on how operators can make virtual brands successful

These concepts can optimize excess kitchen capacity and slow dayparts, but also poise operators to be nimble in emerging markets like Web3, says Chief Growth Officer Geoff Madding.

By Emma Liem Beckett • May 23, 2022

Campaign Trail: C4 Energy taps into Kevin Hart's versatility

The multihyphenate star's ability to multitask is central to a campaign that fully aligns a celebrity ambassador, brand proposition and creative approach.

By Chris Kelly • May 20, 2022

Cheez-It taps Pandora to produce 'sonically-aged' cheddar crackers

Drawing on an obscure study that suggests sound can strengthen the taste and smell of cheese, the brand developed a product that embraces hip-hop culture.

By Peter Adams • May 17, 2022

TikTok's new premium ad unit aligns brands with top 4% of videos

TikTok Pulse is bought at a fixed CPM and on a reservation basis, speaking to the app’s efforts to cater to deeper-pocketed advertisers at the NewFronts.

By Peter Adams • May 5, 2022

Snapchat partners with Cameo to streamline brand-creator ad deals

Mattress Firm, Molson Coors and Kraft have been beta testing the program, letting them draw on over 45,000 personalities for custom video ads.

By Peter Adams • May 4, 2022