Arby's breaks 2 world records to celebrate Coca-Cola partnership | Nestle Pure Life campaign pushes boundaries on mobile | Red Bull completes deal with "Fortnite" competitor
June 20, 2018
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Arby's breaks 2 world records to celebrate Coca-Cola partnership
Arby's breaks 2 world records to celebrate Coca-Cola partnership
(Karen Bleier/AFP/Getty Images)
Coca-Cola is getting two world record-breaking announcements to commemorate its new pouring partnership with Arby's. The restaurant brand spread the word in both the world's smallest ad, a message printed on a sesame seed, and the world's largest ad, an almost 5-acre banner announcing that "Arby's now has Coke."
The Business Journals (tiered subscription model)/Atlanta (6/19) 
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Nestle Pure Life campaign pushes boundaries on mobile
Nestle's latest mobile ad campaign for its Pure Life water brand used 3D imaging to drive brand awareness. The campaign was developed with the help of Maxus and AdSpruce, and it allows a 3D projection of the brand's new bottle to appear on phones across platforms and regardless of bandwidth.
Mobile Marketing Magazine (6/18) 
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Red Bull completes deal with "Fortnite" competitor
Red Bull completes deal with "Fortnite" competitor
(Alexander Klein/AFP/Getty Images)
Red Bull has signed a sponsorship agreement with Tyler "Ninja" Blevins, who specializes in the game "Fortnite." Blevins is the fifth esports player to be sponsored by the energy-drink brand.
SportsPro Media (6/18) 
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Measurement and Technology
Blockchain-powered mobile ads tested by AB InBev
Anheuser-Busch InBev is touting Michelob Ultra, Budweiser, Estrella, Bud Light and Lime-A-Rita with a blockchain-enabled push via mobile platform Kiip to trial whether the technology results in more advertising transparency. The company will be able to download and analyze data on an hourly basis related to engagement, cost, impressions, creative and time stamps.
AdExchanger (6/19),  Adweek (tiered subscription model) (6/18) 
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Mobile app marketing revenue climbs 80% in 2 years
Mobile app marketing revenue climbs 80% in 2 years
(Joe Scarnici/Getty Images)
App retention rates are falling, leading to more competition and to marketing revenue from mobile apps soaring 80% in the past two years, per a report by AppsFlyer and Facebook. A key factor in the growth is app marketers' rapidly growing reliance on data to generate and gauge revenue.
VentureBeat (6/18) 
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Oath blends VR, 3D, data for extended-reality ads
Oath is introducing a new type of digital advertising in the form of what it calls extended reality, or XR. The technology combines 3D imaging, virtual reality and data to build on the average of over two minutes' worth of consumer engagement that Oath has achieved with augmented reality ads.
Telecompetitor (6/18) 
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Trends and Insights
Liquor firms celebrate Pride Month with special spirits
More spirits makers, big and small, are rolling out special products to commemorate Pride Month. Stolichnaya is offering a special bottle that remembers Calif. elected official Harvey Milk, while Effen Vodka has released a limited-edition rainbow-themed bottle.
Wine Enthusiast Magazine online (6/15) 
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Canned wines remove barriers for new wine drinkers
Canned wine is helping to remove the "intimidating barrier" that often exists for consumers who are new to drinking wine, writes Brad Japhe. Products such as Fun Wine and Mancan have taken advantage of the convenience and approachability of the canned format, while still offering a level of quality that consumers want and expect.
Forbes (6/18) 
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Vegans learn to be choosy in their wine choices
"Fining" is the part of the winemaking process when animal products sometimes are used to clarify and stabilize the wine. For vegans, that often means seeking out wines that label themselves as "unfined."
The Washington Post (tiered subscription model) (6/18) 
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News From BMA
eBev Global Interview: IoT: What's working, what's possible ... and where do we go from here?
Cameron Worth, founder of SharpEnd, sits down with Seth Hillstrom, executive director at Beverage Marketing Association, to talk about how marketing in a connected world is changing the way we "connect" with our consumers.
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eBev Global Interview: "The right stuff: Ensuring nutritious food and beverages are within reach"
Seth Kaufman, president North America Nutrition at PepsiCo, sits down with Seth Hillstrom, executive director at Beverage Marketing Association, to talk about "PepsiCo's aggressive plan to make nutritious foods and beverages accessible for all."
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