By Kendra Barnett Shrewd marketers are increasingly taking advantage of the hype and engagement that envelops the Super Bowl – without shelling out millions for a gametime spot. In 2013, Oreo broke the internet during Super Bowl XLVII. And it did so without a primetime commercial. During the third quarter, a power outage brought play to a stop for an entire half-hour, leaving fans antsy with anticipation. In what has since been dubbed one of the best-ever real-time marketing efforts, Oreo shot out a simple tweet with an image of a solitary sandwich cookie in a dark space and the words: ‘You can still Read full story › Source: The Drum...
Read MoreBy Lisa Kane No one in America needs reminding that healthcare is complex, says Lisa Kane of Siegel+Gale. Knowing which parts of the patient journey are simple, and which are not, can help improve customer experience. Simplicity is key when it comes to user experience, not least in the healthcare sector. In the latest World’s Simplest Brands study, Siegel+Gale surveyed 15,000+ consumers on the perceived simplicity or complexity of 800+ brands across 25 industries. We looked at the consumer journey in healthcare by presenting participants with 14 ‘touchpoints’ in the journey and them them for their ratings on a scale Read full story › Source: The Drum...
Read MoreBy Audrey Kemp Overpriced beauty is on trial at Super Bowl LVIII, as Judge Judy presides before a cast of reality TV icons in the courtroom, from HeidiNCloset of Rupaul’s Drag Race to Ronald Gladden of Jury Duty fame. In a dazzling return to the Super Bowl spotlight, E.l.f. Beauty has today revealed its second-ever Big Game campaign, and this time, they’re bringing the drama to the courtroom. Introducing ‘Judge Beauty,’ a star-studded spectacle featuring none other than judicial icon, Judge Judy Sheindlin, presiding over a campy trial of beauty transgressions. The courtroom cast reads like a Hollywood who’s who, with Gina Torres taking the stand Read full story › Source: The Drum...
Read MoreWhat are the tactical ingredients to create marketing magic in 2024? A new Reuters report says it’s all about the subtle interplay between the art and science of marketing. Data will remain a precious marketing commodity in 2024. But as generative AI spawns a myriad of new marketing possibilities against the backdrop of a fast-evolving commercial landscape, the competitive edge will remain with brands that combine human instinct, creativity and thoughtful expertise. Though not exactly a new discussion, the relationship between left and right brain marketing has never seemed more relevant, according to Josh London, Reuters Professional’s managing director and Reuters’ Read full story › Source: The Drum...
Read MoreBy David Gray The ‘enjoyable wellness’ trend, says 1HQ’s David Gray, is all about health without sacrifice. Oatly and Innocent are staples – but expect further growth this year. Today’s ultra-demanding consumers are more particular than ever before. They’re looking for food, drink, and health supplements that are wholesome, delicious, and socially responsible. According to McKinsey, half of consumers now list healthy eating as a top priority. Meanwhile, achieving a range of health goals has become as important to these individuals as ‘traditional’ food goals like losing weight. That means cutting back on processed food and sugar, as well as on Read full story › Source: The Drum...
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