Study: Mid-tier creators prove more engaging, trustworthy than both celebs and microinfluencers

There's a sweet spot for brands with digital trailblazers and emerging voices that have more than 250,000 followers but not necessarily blockbuster audience sizes.

By Erica Sweeney • March 27, 2018

NBA lets some fans stream a live game's final quarter for 99 cents

Offering access to parts of games through micro-transactions could turn into a moneymaker for the league as it emulates Amazon's Twitch.

By Erica Sweeney • March 26, 2018

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Retail Marketing

Top stories that underscore the leading influences on retail marketing, including Gen Z, pop culture and generative AI.

By Marketing Dive staff

Sherwin-Williams, Hanes, Powerade lead March Madness social media engagement

Among official NCAA sponsors, Capital One experienced a 2,573% lift between March 11-19 compared to March 2-10.

By Erica Sweeney • March 23, 2018

Target lands starring role on NBC's 'Superstore'

Scenes for an episode of the show were filmed inside a real brick-and-mortar location, and featured the brand's bull terrier mascot Bullseye. 

By Erica Sweeney • March 23, 2018

Campaign Trail: Starbucks's fortune-telling Frappuccino; AR T-shirt explores the human body

Dual-purpose products make a splash with a drink that also predicts the future and apparel that's part educational toy. 

By Peter Adams , Chantal Tode • March 23, 2018

Digital ad spend will reach 50% of total ad sales in 2018, forecast says

The U.S. ad market is projected to grow 5.5% this year — a higher rate than previously expected — to reach an all-time high.

By Erica Sweeney • March 22, 2018

H&M and Crocs dance into spring with star-studded campaigns

The retailer released an empowering short where Elizabeth Olsen and Winona Ryder meet on the dance floor, while the shoe brand brought back Drew Barrymore for a musical number.

By Erica Sweeney • March 22, 2018

NBA signs content deal with meditation app Headspace

The two will share jointly-produced content on the NBA's social media platforms, which the league reports have more than 1.4 billion likes and followers globally.

By Robert Williams • March 22, 2018

Google commits $300M to new initiative supporting publishers, quality journalism

The effort includes programs to fight the spread of misinformation online and also bolster news outlets' revenue streams via a subscription tool.

By Erica Sweeney • March 21, 2018

Facebook pilots Patreon-like program to support creator community

One of two new monetization tools lets fans pay their favorite creators on a monthly basis to earn access to exclusive content and badges. 

By Erica Sweeney • March 20, 2018

Nike takes gamification to the next level with sneaker try-on game

Dubbed "Reactland," the game lets shoppers try on shoes by running on a treadmill hooked up to a video game.

By Daphne Howland • March 19, 2018

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

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

Report: Top Amazon video content drew more than 5M users to Prime

Newly released internal documents reveal how the company measures success on a "cost per first stream" basis, or the cost to convert a customer to Prime. 

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

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

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

360 video ads boost purchase intent by 7%, study finds

The format also shows a 12% increase in the belief among viewers that a brand has a "unique story to tell" when compared to traditional video ads.

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