By Webb Wright Chipotle launched its first branded Roblox experience in October 2021. Subsequently, the popular chain has strived to expand its presence on the platform and position itself as a forward-thinking, tech-savvy brand. In an exclusive interview with The Drum, Chipotle’s CMO Chris Brandt reflects on the brand’s year in the metaverse, how to not be lame on Roblox and why you shouldn’t trust your instincts in this strange and unfamiliar virtual space. Since 2021, the metaverse has become a key area of focus for a growing number of brands — a virtual goldmine of opportunity that promises vast new marketing opportunities, new Read full story › Source: The Drum...
Read MoreBy Audrey Kemp ‘Feels like home’ reaffirms the indelible place Disney has in everyone’s hearts. Disney once again demonstrates how to successfully market nostalgia with its upcoming campaign, ‘Feels like home,’ which is slated to go live tomorrow. The brand campaign for Disney+ commemorates three years since the inception of the ad-free streaming service, which runs the gamut, from Disney, Pixar, Marvel, Star Wars, National Geographic and other iconic studios. ‘Feels like home’ kicks off with ‘Nowhere else,’ a 60-second montage that reminds its 164.2 million global subscribers of the many worlds they explored in those three years, from Hamilton and The Read full story › Source: The Drum...
Read MoreBy Webb Wright A growing number of brands have turned to Roblox as a gateway into the metaverse. Here are five recent activations that stand out. When most people think about the metaverse, they typically think about virtual reality (VR) – strapping a bulky headset over one’s eyes and fully immersing themselves in a 3D virtual world. But this is primarily a byproduct of popular works of science fiction, pulled from the likes of Snow Crash and Ready Player One. One day, the metaverse could be an experience that’s accessible primarily through VR headsets. But for the time being, this technology is pretty Read full story › Source: The Drum...
Read MoreBy Amy Houston Beavertown’s zany creatives share how they blended their iconic design with the aesthetic of a dark 18th-century poem that uses a color palette straight out of Disney’s Fantasia. Founded back in 2011 by Logan Plant, the son of Led Zeppelin frontman Robert Plant, Beavertown is known for its iconic graphic design and punk ethos. “Gamma Ray launched the whole brand because it was a bottle of beer with colorful spacemen on it and that was something that didn’t really exist,” explains Nick Dwyer, creative director for the brand. “Both Logan and I loved the attention and the feedback. We thought, how Read full story › Source: The Drum...
Read MoreBy Kendra Clark The move could supercharge growth for the zero-ABV beer maker. Keurig Dr Pepper, the beverage giant that owns brands like 7-Up, Snapple and Swiss Miss hot chocolate, today announced it’s investing $50m in Athletic Brewing Company, the US’ top non-alcoholic craft beer maker. The move will position Keurig Dr Pepper as a leading investor in the company, alongside others including TRB Advisors and Alliance Consumer Growth. The company will secure a seat on the brewer’s board of directors as part of the deal; other details about the agreement have not been disclosed. The investment is one indicator among many that the Read full story › Source: The Drum...
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