By John McCarthy Snack brand Doritos and Disney’s entertainment powerhouse Marvel have assembled what may be one of the most confounding movie marketing products ever rolled out. To celebrate the launch of Guardians of the Galaxy: Vol. 2, Doritos has unveiled limited edition bags housing cassette decks and the movie’s much anticipated soundtrack, looking to emulate upon the chart-topping prowess of the debut album. The bags are purchasable on Amazon.com/Doritos from 28 April running up to the launch of the movie on 5 May, featuring as the leading activity in the joint ‘Rock Out Loud’ campaign. Mindy Hamilton, Read full story › Source: The Drum...
Read MoreBranded content regulation recommended for parliamentary review, as advertiser pressure is posed as a remedy for fake news
By Katie Deighton Stakeholders have called for a parliamentary review on regulation surrounding branded content publishing – a move influenced in part by advertisers’ part to play in the fake news solution. Yesterday (25 April) saw the Branded Content Research Network present both academic and anecdotal findings around the intensifying merging of media and marketing communications to members from the likes of the ASA, the IAB, Ipso and Ofcom. It highlighted the problems arising from unlabeled branded content, particularly in the digital realm, and the threat it poses to the public’s trust of journalism. “We think branded content is important enough Read full story › Source: The Drum...
Read MoreBy Danielle Long Discovery Networks Asia Pacific has partnered with China’s VS Media and Japan’s Tabilabo in a bid to engage the region’s “mobile first” millennial audiences. Discovery has inked a content partnership with VS Media, a multichannel network with more than 120 million subscribers and 320 million video views a month in Greater China, to launch a short-form digital video content brand. The brand, called Tan Ba, will target millennials with shortform video content from Discovery’s global catalogue, which will be localised for Chinese audiences by VS Media. The videos will be distributed in China via online and social platforms including WeChat, Weibo, Youku, QQ, Read full story › Source: The Drum...
Read MoreHow can marketers apply machine learning? New report from The Drum explores the power of data-driven marketing
By Ayesha Salim The Drum in partnership with intent marketing specialist, Iotec, has launched a report exploring the application of machine learning to solve commercial challenges. The report, Machine Learning: Empowering the Next Generation of Marketing, examines what implications machine learning has and will have on the marketing world, identifies common misconceptions and sheds light on applicable AI-driven marketing solutions. A growing body of research indicates that machine learning is moving to the top of the marketing agenda. A survey by Demandbase and Wakefield Research revealed that 80% of marketing executives believe that AI will revolutionise marketing over the Read full story › Source: The Drum...
Read MoreBy John Glenday DC Comics has jumped on board the streaming bandwagon with the launch of an as yet unnamed dedicated digital service from next year. Reports suggest the new channel will provide a home to the third season of Warner Bros.’ animated Young Justice series in addition to a live-action take of DC’sTitans comics, the latter of which has few details available. What is known is that it will be written and produced by Greg Berlanti, whose past credits include Political Animals, Arrow, The Flash and Supergirl, together with Akiva Goldsman – the screenwriter behind A Beautiful Mind. They will be Read full story › Source: The Drum...
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