Pepsi's new campaign from Motive, VaynerMedia and Acceleration taps DJ Khaled and Chrissy Teigen as influencers and features QR codes and graphics on bottles that consumers can scan to launch Instagram Stories that include around 250 branded augmented reality filters. The "Pepsi #Summergram" push also includes 25 15-second TV and digital ads, Giphy stickers for user-generated content, 2,300 outdoor billboards across the country and events in Los Angeles, Miami and Chicago.
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DoorDash's national campaign from Brand New School, "Pop Up," touts the simplicity of the app's food delivery service with digital content, TV ads and outdoor advertising in 13 cities that spans billboards, buses, taxis, transport shelters and wallscapes. The brand is also sponsoring "Taste of Chicago" and offering its attendees a branded pop-up experience.
Peet's Coffee tapped comedian Iliza Shlesinger for a national campaign from North to introduce its Peet's Iced Espresso, which features four unscripted spots running across YouTube, Instagram, Twitter and Facebook. The "#AlwaysJustified" push sees Shlesinger take on telemarketers, hotel doors, sound checks and wardrobe fittings.
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Magna Global partnered with Twitter to uncover insights related to purpose-driven advertising and the study reveals that 25% of buying decisions made by consumers are due to a brand's cultural relevance and that 58% of consumers want to see philanthropic behavior from brands. Advertisers "need to know their audience and choose something that is often a cause or a topic that's authentic to them," says Magna's Kara Manatt.
Virtual reality will only increase in popularity but advertisers must create VR experiences that are easily accessible and communicate brand values in a way that's entertaining, unique or emotional, Kyle Ruebsamen writes. "For VR to be an effective strategy in your marketing campaign, it has to give people a memorable experience they can't find elsewhere," he writes.
Prepare for a presentation by rehearsing in front of someone who'll give you honest feedback, says Adam Zukor, director of executive communications at Microsoft. And your points will make a stronger impact if they're related to stories involving real people, says behavioral science expert Jeff Kreisler.
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Wrangler, with Mother New York, has created an app that consumers can use to scan their "booty" to prove they're wearing the brand's jeans and unlock behind-the-scenes content from Lil Nas X's "Old Town Road" music video. The brand is mentioned in the song with the line, "Wrangler on my booty," and Mother New York's Corinna Falusi says, "Lil Nas X invited us into his world by adding that lyric, so Wrangler was already there from the start."
