For Heineken Chief Marketing Officer Nuno Teles, the go-forward plan for the company's marketing is data-driven and on-brand. "We see very significant changes in the way we approach consumer marketing intelligence, and the way we approach media as a source of insights from our consumers," he said.
Consumer response surveys for Smirnoff's recent campaign ribbing President Donald Trump for investigations into ties with Russia indicate an 86% approval rating, suggesting that the spirits company struck a well-timed chord on a topical issue.
Budweiser's LGBT Pride Month campaign features a story integration on the show "Nashville" where character Will Lexington, an openly gay country singer, is asked to be the brand's next spokesman. "With Budweiser's strong country music roots, we felt integrating into 'Nashville' was a natural fit and an authentic way to showcase our brand to viewers," said Budweiser Vice President Ricardo Marques.
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Bacardi is using its relationship with cultural ambassadors Major Lazer to close the loop on social media marketing, enticing fan input with a series of branded Snapchat filters to create the first-ever music video comprised of user-music interactions. The campaign invites enthusiasts to "jam" to the Sound of Rum on the social media platform for the chance to be part of the video for the electronic trio's new single "Front of the Line."
Diageo and Dentsu Aegis joined forces to debut a technological innovation at Cannes that streamlines the cocktail-ordering process. Amazon's Alexa can help patrons choose the Diageo-created cocktail or mocktail that suits their preferences and mood, and orders it for them directly from the Internet-connected waiter.
YouTube CEO Susan Wojcicki has announced that the platform now has 1.5 billion monthly logged-in viewers; she also revealed that videos watched via its app can now be resized for screens and shared more easily via private message. Also, Nielsen has announced that its YouTube-centric Digital Ad Ratings now offers cross-device measurement of audiences across all mobile devices and computers.
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Anheuser-Busch InBev is offering many of its craft brand recipes in home-brewing kits. The opportunity to brew popular and seasonal favorites such as Goose Island, Elysian and Golden Road not only gives home-brewers access to hard-to-find variants, it also lends local credibility to the brands in the face of criticism over industry consolidation.
Coca-Cola is one company that is maximizing its use of influencers to create effective campaigns. For its Rio Olympics program last year, the brand got to know its potential influencers nearly two years before the campaign began, said Coca-Cola's Kate Hartman.