TikTok shoots for movie studio budgets with new Showtimes ad format

For its TikTok World summit, the app also showcased a feature where brands only pay if their ad is viewed or interacted with within 6 seconds.

By Peter Adams • Oct. 13, 2022

Caught in the funnel: How to make social media Gen Z’s one-stop-shop

Platforms are increasingly placing bets on social commerce, but marketers first need a trusted connection with Gen Z to earn their dollars.

By Jessica Deyo • Oct. 13, 2022

Campaign Trail: Jersey Mike’s Subs serves up authenticity with Danny DeVito

In its first work as creative AOR, Highdive keyed in on insights about what sets the QSR chain apart from competitors.

By Chris Kelly • Oct. 7, 2022

Reese’s NIL blitz focuses on football players with last name Reese

 A dozen new collegiate partners promote a Reese’s University concept launched last year, as well as limited football-shaped candies. 

By Peter Adams • Oct. 6, 2022

Lexus highlights diverse personalities in latest campaign

“Never Lose Your Edge” highlights Black, Hispanic, LGBT and other minority communities and marks the brand’s largest audio investment to date.

By Aaron Baar • Oct. 6, 2022

What Twitch’s revenue share shift means for streamers and marketers

By moving all streamers to a 50/50 revenue split for subscriptions, Twitch is putting pressure on them to run more ads, which could undermine the user experience.

By Sara Karlovitch • Oct. 6, 2022

Jack in the Box seeks full-time Twitch streamer

A first for the QSR, Gamer Jack will earn an annual salary to bolster the brand’s recognition and credibility with gamers. 

By Jessica Deyo • Oct. 3, 2022

Razorfish launches three-pronged Web3 play

The Publicis-owned media company is the latest to join the metaverse conversation, boasting virtual influencer tools and 24/7 moderation.

By Aaron Baar • Oct. 3, 2022

Heinz recruits vegetarian vampire for return of Tomato Blood ketchup

The brand tapped popular TikTok creator E.J. Marcus to play Toby, the 280-year-old vampire influencer that believes “humans are people too.”

By Jessica Deyo • Sept. 29, 2022

Duracell calls on tech geeks to energize new TikTok page

A paid program will see self-proclaimed nerds collaborate in a workshop space on battery-powered products and life hack content. 

By Peter Adams • Sept. 22, 2022

YouTube brings revenue sharing to Shorts as battle for creator talent intensifies

Short-form video is also becoming a pathway to YouTube’s partner program as it tries to keep creators within its ecosystem and away from rivals like TikTok.

By Peter Adams • Sept. 20, 2022

How an empowered creator economy is challenging marketers

Likes no longer equal success, authenticity sells and TikTok’s highest paid contributors just launched their own enterprise, leaving marketers on a continuous pivoting loop.

By Jessica Deyo • Sept. 20, 2022

ESPN launches creator network to attract Gen Z

While creators will not be compensated, they will be provided with travel, tickets, access, equipment and a series of learning courses.

By Chris Kelly • Sept. 19, 2022

Why brands are creating original songs for TikTok

McDonald's, Pizza Hut and Trident are among the marketers updating a cultural tactic for the top social platform.

By Chris Kelly • Sept. 15, 2022

Mailchimp swings into NYFW with pop-up, capsule collection

The email marketing platform combines in-person and digital elements as part of its recently launched "Guess Less, Sell More" brand campaign.

By Chris Kelly • Sept. 9, 2022

Amazon ads top engagement ranking, but TikTok holds innovation crown

Consumers surveyed by Kantar favored “real-world” advertising for the third year running, but brand investment plans remain focused on digital.

By Peter Adams • Sept. 7, 2022

Gap highlights culture shapers with ‘Icons’ campaign, NFT contest

Gap Logo Remix invites artists to design a logo that could become an NFT and be printed on the brand’s signature hoodie.

By Jessica Deyo • Sept. 7, 2022

Little Caesars deepens new NFL deal with TV spot, promotion

Amid its first moves as official pizza of the league, the chain partnered with quarterback Matthew Stafford for a TV spot created with AOR McKinney.

By Chris Kelly • Aug. 29, 2022

Diageo’s Loyal 9 highlights no-fizz qualities in first national campaign

Ads starring Ziwe deploy the late-night host’s typically pointed questioning style to probe beachgoers about their drink preferences.

By Sara Karlovitch • Aug. 25, 2022

Dentsu designs virtual brand characters for metaverse and beyond

A new Dentsu VI service uses motion-capture techniques to create fully customizable virtual identities as brands invest more in CGI influencers. 

By Chris Kelly • Aug. 22, 2022

Carl’s Jr., Hardee’s ask Twitch community to help build new menu item

After polling followers about their favorite ingredients, the brands are sponsoring creator livestreams where people can vote on their preferred meals.

By Peter Adams • Aug. 19, 2022

American Eagle tunes into TikTok’s SoundOn for back-to-school campaign

The retailer used the feature to partner with artist Katherine Li on a custom tune that serves as the anthem for the music- and metaverse-oriented effort.  

By Peter Adams • Aug. 18, 2022

Hot Pockets leans into gaming community with creator contest

To integrate itself into gaming culture, the brand has promised more than $100,000 worth of prizes to support winners of its One20 Contest.

By Jessica Deyo • Aug. 17, 2022

Tony the Tiger transforms into gr-r-eat Twitch streamer

The iconic Frosted Flakes brand mascot is becoming a VTuber in a first-of-its-kind collaboration with the streaming platform.

By Chris Kelly • Aug. 15, 2022

Pacsun collaborates with virtual influencer Miquela for back-to-school ads

After hitting its goal of reaching 2 million TikTok followers, the youth-oriented retailer is putting a heavier focus on the metaverse for Q4.

By Peter Adams • Aug. 15, 2022