Purpose takes center stage for PepsiCo, Stella Artois at SXSW

Both companies are thinking about values-based marketing in less piecemeal terms as young consumers demand their brands stand for something, with successful results.

By Peter Adams • March 19, 2018

Travel Oregon looks to lure visitors with lushly animated 'Only Slightly Exaggerated' campaign

A fantastical 90-second short is supported by immersive content, GIFs and additional animations focused on the state's seven tourism regions. 

By Erica Sweeney • March 19, 2018

Explore the Trendline➔

Top 5 stories from Marketing Dive

From the evolution of influencer marketing and paid media to the ongoing importance of data and culture, here's a look at key trends driving marketing in 2025.

By Marketing Dive staff

Massachusetts AG opens investigation into Facebook, Cambridge Analytica

Facebook announced last week it suspended the firm and some of those tied to it for misusing its user data to support Donald Trump's presidential campaign. 

By Erica Sweeney • March 19, 2018

'Bridezillas' pop-up museum boosts WE tv social engagement by 178%

Among the content generated from the experience, 60% came from Instagram, and the total effort earned the network 800 million impressions. 

By Erica Sweeney • March 19, 2018

Wendy's urges fans to pick #TeamFresh for March Madness offers and swag

In addition to the interactive challenge on social, the chain is activating its sponsorship via its mobile app, first-ever streetwear collection and a food truck. 

By Erica Sweeney • March 16, 2018

Tostitos wants people to hang out more or become 'Van Dammed'

A new campaign featuring the '80s and '90s action star uses humor to criticize being asocial, including through six- and 15-second ads.

By Erica Sweeney • March 16, 2018

Tommy Hilfiger puts Gigi Hadid behind the wheel with Formula One racer

Lewis Hamilton, regarded as one of the world's best drivers and a major social media presence, is the brand's new menswear ambassador. 

By Erica Sweeney • March 16, 2018

MGM's digital #WarGames series lets viewers shape stories

The six-episode show is an interactive, updated version of the studio's 1983 film that lets viewers interact with and influence content.

By Erica Sweeney • March 15, 2018

United Airlines sees 140% increase in negative social chatter after dog dies on flight

The brand continues to be the most talked-about airline on social media, dominating 89% of the conversation. 

By Erica Sweeney • March 15, 2018

Dos Equis tries to keep things 'Interesante' without Most Interesting Man

A new campaign encourages beer drinkers to embellish their own feats, and is supported with digital, social and out-of-home activations.

By Erica Sweeney • March 15, 2018

Kingsford Charcoal celebrates MLB Opening Day's return with interactive digital experience

"Backyard All-Stars" lets fans apply the voice of famous announcers to videos of themselves swinging for the fences.

By Erica Sweeney • March 15, 2018

Macy's hacks Instagram's Live Share for spring campaign

Influencers will style an article of clothing and then challenge another influencer to re-style it using a new feature that enables simultaneous live streaming. 

By Erica Sweeney • March 14, 2018

Advertisers, get off your agency's back!

Agency-client relationships need transparency, agility and autonomy to deliver great work, writes Agency Mania Solutions's Bruno Gralpois.

By Bruno Gralpois • March 14, 2018

John Hancock, Spotify team for running-focused playlists ahead of Boston Marathon

The tool lets trainees set the pace and length of their run and access songs that match their personal style along with tips from elite athletes. 

By Erica Sweeney • March 13, 2018

Snapchat promotes third-party AR lenses in bid to foster influencer community

However, these "creator boosts" can't currently be branded and creators won't be paid for their efforts. 

By Erica Sweeney • March 13, 2018

Sabra hummus taps customer feedback for new 'Feel Good Food' jingle

Jingles have fallen out of favor with advertisers, but the brand is supporting the effort with trendier tactics including extra-short video and experiential marketing. 

By Erica Sweeney • March 13, 2018

Facebook secures rights to live stream 25 MLB games

The deal includes in-game elements created for watching, sharing and interacting on Facebook, as well as on-demand highlight packages and recaps for each team. 

By Erica Sweeney • March 12, 2018

Facebook pilots AR experiences linked to real-world location markers

A closed-beta test brings posters from "Ready Player One" and "A Wrinkle In Time" to virtual life, and Facebook plans to add the tool to its AR Studio next month. 

By Erica Sweeney • March 12, 2018

Study: 34% of Gen Zers are leaving social media

The group holds paradoxical views of social media: 41% report it makes them feel anxious, sad or depressed, but 77% see more benefits than drawbacks.

By Erica Sweeney • March 12, 2018

For L'Oreal and Home Depot, AI quickly becomes table stakes

Speaking at SXSW, the two brands detailed how, in just a few years, the technology has changed everything from creative strategies to organizational structures, with no signs of slowing down.

By Peter Adams • March 11, 2018

Experiences will drive biggest purchases for 54% of millennial women, study finds

Forty-seven percent of women born between 1982 and 2000 know their favorite brand's origin story.

By Erica Sweeney • March 9, 2018

Lexus crafts 3-D art installation from fan love letters

A 60-second video features real customers reading their notes of thanks as a craftsman folds and hangs them into a 16 foot "perceptual" art piece. 

By Erica Sweeney • March 9, 2018

Study: Facebook grabs 46% of digital video ads, topping YouTube

Issues with platform fit persist, however, as about 75% of marketers simply adapt their TV spots for digital video efforts, disregarding factors like length. 

By Erica Sweeney • March 9, 2018

BBDO New York launches campaign to redefine the word 'woman'

The effort includes an online petition asking people to shine a light on problematic dictionary definitions that feature terms like "servant" and "prostitute."

By Erica Sweeney • March 9, 2018

McDonald's logo flip stunt for International Women's Day falls flat

The fast-food giant spun its iconic Golden Arches around for the first time to a "W" and swiftly earned criticism online.

By Peter Adams • March 8, 2018