Teavana is kicking off its seasonal happy hour promotion, "Summer Fri-YAY," offering free 24-ounce iced tea drinks in three new flavors today from 3 to 7 p.m. The company will continue the Fri-YAY events through Aug. 11, during which the chain will offer buy-one-get-one-free deals to customers who purchase 24-ounce cocktail iced teas on Friday afternoons.
Anheuser-Busch will reprise its successful e-sports program, Bud Light All-Stars, for a second year. Since launching last year, the program has exposed viewers to over 3.6 million minutes of branded gaming content.
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BETC's latest for Evian's "Live Young" campaign features the brand's babies wearing adult-sized clothes and is connected with Snapcodes on 300 million bottles that consumers can scan to access a Snapchat filter. The push also runs across social, billboards and events, includes a clothing collaboration with Rad.co., and star brand ambassadors such as Madison Keys and Maria Sharapova.
Google has unveiled a new measurement tool called Unique Reach; it tracks how many times an individual has seen a specific ad. The feature is available via AdWords and will come to DoubleClick this year, Google says.
Native ad campaigns employed about three times as much first- and third-party data for targeting in Q1 as did campaigns a year earlier, per Bidtellect's latest Quarterly Native Report. The report also notes that content marketing is being used to connect and reconnect with consumers all along the buying cycle, not just at the beginning.
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Consumers in the US indicate a high level of intent to purchase waters with the term "artesian sourced," while words like "refreshing," "top quality" and "good for me" are also strong drivers of bottled water purchase intent, according to a ZappiStore study.
As baby boomers get older and millennials face financial challenges, it's Generation X that is keeping the retail wine market healthy, according to Rob McMillan, executive vice president and founder of Silicon Valley Bank's Wine Division. The wine industry needs affordable products that can convert customers into enjoying luxury labels, especially with the competition of craft beer, McMillan said.
More brands are bypassing agencies and instead turning to influencers to plan campaigns, such as Anheuser-Busch's use of 20 microinfluencers to create content for Bud Light during Super Bowl weekend, which generated 866,000 organic views. Skin care brand InstaNatural consults influencers rather than agencies for its campaigns, and Viacom tapped Snapchat creator Shaun McBride as its creative strategy consultant.
New products and innovations from major food producers including Mondelez, Wrigley, Skinnygirl and Hershey represented the most-read food and beverage stories this week. Also in the top 10: Campbell Soup's $10 million investment in meal kit startup Chef'd and Cargill's protein business reorganization.