The 6 biggest campaign wins and fails of 2017 so far — and what they mean for marketers

Brands are putting a premium on political- and social-driven messaging. Here's what agency execs say is separating the hits from some stunning misfires.

By Peter Adams • June 5, 2017

Burger King abdicates to actual king of Belgium

The brand has dropped an iconic part of its logo — and pulled an ad campaign — after losing an online vote to the country's real King Philippe.

By David Kirkpatrick , Peter Adams • June 2, 2017

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

4 biggest influencer marketing mistakes from Fyre Festival

Beyond being an all-around PR disaster, the event carries some important lessons for marketers, writes Kamiu Lee of Activate by Bloglovin'. 

By Kamiu Lee • June 2, 2017

PepsiCo's Propel taps fitness influencers for on-demand Pandora stations

The full campaign includes digital video on Propel's social media channels and cross-promotion with retailers including Albertsons, Safeway and Target.

By David Kirkpatrick , Peter Adams • June 1, 2017

Study: Twitter tops social media platforms for world leaders

For everyone from Donald Trump to Pope Francis, the site is the central hub to stay connected online.   

By Peter Adams • June 1, 2017

Papa John's serves up new global CMO

Brandon Rhoten was noted for elevating Wendy's digital and social media strategy during his tenure there, including with the viral #NuggsforCarter hashtag. 

By David Kirkpatrick , Peter Adams • June 1, 2017

Snap adds third-party partners to ensure brand safety

The company will work closely with measurement firms DoubleVerify and Integral Ad Science, which are both now members of the Snapchat Brand Safety Coalition.

By David Kirkpatrick • May 31, 2017

Denny's goes On Demand with 24/7 digital ordering platform

Denny's On Demand includes social media integrations such as ordering through Twitter DMs and plans to introduce a branded Facebook chatbot.  

By David Kirkpatrick • May 31, 2017

Burger King lands in hot water with Belgium's royal family

An online promotion that asks visitors to vote if they prefer the brand's King mascot or the country's actual King Philippe is not receiving the royal seal of approval.

By David Kirkpatrick • May 31, 2017

Snapchat parent snaps up a drone startup

But how does Ctrl Me fit into Snap's larger plans of being a "camera company"?

By David Kirkpatrick , Peter Adams • May 30, 2017

Study: Demand escalates for Instagram marketing skills

Upwork tracked the 20 most in-demand skills from marketing freelancers and found Asana work training, Instagram marketing and A/B testing top the list.

By David Kirkpatrick • May 30, 2017

Interactive video ads: Strategies, struggles and soaring potential

Static video ads are far from dead, but their interactive counterparts are outperforming them on key measurements.

By Rachel Brown • May 30, 2017

Facebook details 3-step strategy for improving viewability

Working more closely with the Media Rating Council might address pressing issues over the accuracy of marketing metrics on the platform. 

By David Kirkpatrick , Peter Adams • May 26, 2017

Walkers Crisps shuts down Twitter video push after troll takeover

The potato chip brand learned a hard lesson in the perils of user-generated content after inadvertently sharing images featuring serial killers and dictators.

By Peter Adams • May 26, 2017

Report: Facebook signs millennial-focused publishers for premium videos

Vox Media, BuzzFeed and others join to create original short content as the service looks to attract advertisers. 

By David Kirkpatrick • May 25, 2017

Evian's 'Oversize' campaign spurns TV for digital

Elements for the latest version of the brand's baby-themed campaign include a Snapchat lens and filter.

By David Kirkpatrick • May 25, 2017

Nabisco links cookouts, concerts as Lady Antebellum tour sponsor

The Mondelez brand, which includes snacks like Oreo, Ritz and Chips Ahoy!, is tying the sponsorship with its "Remix Your BBQ" integrated marketing campaign.

By David Kirkpatrick • May 24, 2017

Facebook helps streaming video publishers better target ads

A new tool called Audience Direct gives access to user data like age, gender and location while allowing publishers to maintain control over inventory and ad tech. 

By David Kirkpatrick • May 24, 2017

Nando's tackled the inauguration with a bold campaign — and saw a 122% sales lift

"#Everyone is Welcome," a largely print and out-of-home declaration on inclusivity, went viral on social media thanks to its strong message. 

By Peter Adams • May 24, 2017

Facebook rolls out watch-and-scroll video for desktop

Being able to display two videos at once should open up new ad inventory.

By David Kirkpatrick • May 23, 2017

Mike's Hard Lemonade taps weird internet culture to target millennial males

Digital-first "Drink on the bright side" marks a creative strategy shift away from depicting experience to emotions for the brand. 

By David Kirkpatrick • May 23, 2017

Firestone pits fans against racing legend Mario Andretti for social media challenge

Contest entrants can "race" Andretti in events like The Can Opener 500 and The Egg Peel 500 — which are exactly what they sound like.

By David Kirkpatrick • May 22, 2017

Is Spotify on the hunt for acquisitions?

In preparation for going public, Spotify hired M&A specialist Sheila Spence as vice president of corporate development.

By David Kirkpatrick • May 22, 2017

Facebook officially signs 20-game MLB streaming deal

But can professional baseball be a big draw for the platform's push into premium, TV-like video content?

By David Kirkpatrick • May 19, 2017

Study: Digital media ad spend up just 3% in April

The market has not yet rebounded from viewability and safety concerns, per a report. 

By David Kirkpatrick • May 19, 2017