Games help brands score with next generations | TikTok trend helps stores scare up early Halloween sales | Brands urged to tap into the growing menopause market
August 27, 2024
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Top Story
When Generation Z and Generation Alpha members see brands in video games, 66% are more likely to buy their products or services, Livewire recently found. CEO Tom Simpson advises marketers to tailor in-game outreach to specific titles, as each appeals to different demographics with different methods of communication.
Full Story: Adweek (8/27) 
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Marketing Trends
TikTok trend helps stores scare up early Halloween sales
(The Washington Post/Getty Images)
Retailers are increasingly embracing the social media "Summerween" trend, stocking Halloween items as early as late June. NRF projected record 2023 Halloween sales of $12.2 billion, and companies like Michaels, Anthropologie and Home Depot have reported strong early Halloween sales this year. The trend, popularized on TikTok, reflects a shift in consumer behavior and promotional cycles, with the holiday becoming a major event well before October.
Full Story: Modern Retail (tiered subscription model) (8/26) 
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Brands urged to tap into the growing menopause market
(Getty Images)
As Generation X and millennial women reach various stages in their menopausal journey, many are calling out a lack of guidance, education and awareness -- a gap that brands can tap into, and a market that is expected to reach $22.7 billion by 2028, writes Parallel Path's Amanda Williams. Marketers can help women navigate menopause with education, advocacy and empathetic campaigns, Williams advises. "The menopause market represents more than a demographic; it's a catalyst for redefining women's health and wellness," Williams writes.
Full Story: SmartBrief/Marketing (8/23) 
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Mobile Focus
Disney plans to discontinue its connected TV and mobile apps on Sept. 23, making them Disney+ playlists that only subscribers can access. Affected apps include ABC, Disney Now and Freeform.
Full Story: NewscastStudio (8/26) 
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Company Watch
Lessons from Nike's first brand historian
(Smith Collection/Gado/Getty Images)
Scott Reames, former brand historian at Nike, talks about how he persuaded the company to create the role, what he learned from other brands such as Coca-Cola and Harley-Davidson about preserving brand history and why it's essential for brand storytelling. "[I]f you know the context, who wore it, when they wore it, what they did in it, who designed it, why they designed it, what it inspired, what it was inspired by -- all that continuity of the product makes it much more interesting," Reames explains.
Full Story: Muse by Clio (8/26) 
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Brands & Campaigns
Colle McVoy urges "Selfie Control" around wildlife
(Visit Jackson Hole/YouTube)
Colle McVoy created a "Selfie Control" campaign for Jackson Hole Travel & Tourism Board that aims to prevent tourists from getting dangerously close to wildlife with an Instagram filter that alerts them when they're too close to specific animals. A humorous 60-second spot shows a wildlife expert observing the behaviors of humans, shown through real user-generated content, before telling people to get some "Selfie Control."
Full Story: Adweek (8/26) 
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Xbox's "This is how we do it" campaign focuses on adaptive technology that helps increase inclusivity in gaming. McCann London set the ads, which tell the stories of three gamers with disabilities, to the 1995 song by Montell Jordan.
Full Story: Mobile Marketing Magazine (8/27) 
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Policy & Research
Maryland's Online Data Privacy Act, which goes into effect Oct. 1, 2025, has unique features that command attention, experts say. For one, there's a prohibition against selling sensitive data even with the consent of the user, says Gary Kibel, a partner at law firm Davis+Gilbert.
Full Story: AdExchanger (tiered subscription model) (8/26) 
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IAB News
Digital out-of-home and in-store advertising have converged with retail media, creating a "retailtainment" network that enhances the shopper experience. This interactive workshop will have hands-on content and expert-led discussions. Join in NYC or virtually!
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The newly-released playbook will delve into how brands and retailers are partnering to deliver an omnichannel consumer experience and closed-loop measurement. It will examine the strategic partnerships that drive a unified commerce experience within physical store environments, highlighting the importance of understanding shopper missions and behaviors. Learn more.
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I have always been at the same time / woman enough to be moved to tears / and man enough / to drive my car in any direction
Hettie Jones,
poet, writer, publisher
1934-2024
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