By Mark Hird The clever marketing tactic, which appears to have originated earlier this year in Brazil, is delighting TikTok users and generating millions of views for both big box retailers and small businesses. This story is part of Tik-Talks, The Drum’s special content series developed in partnership with online social media insight and trend-spotting platform Shooglebox. Retailers and other businesses are picking up on a fast-growing TikTok marketing trend in which viral video clips of accidents and mishaps are used to hook viewers before cutting to an unexpected sales message from a store employee. @.centralhoustonnissan Read full story › Source: The Drum...
Read MoreBy Audrey Kemp Weed lovers: sit back with your munchies and enjoy four hours and 20 minutes of stoner-friendly, star studded content this weekend. With the haze of 4/20 weekend looming in the air, cannabis enthusiasts everywhere are likely stocking up for their smoke-filled weekend tomorrow. Before they ascend into the clouds, Bic, the creator of the EZ Reach Lighter, is here to set the mood just right with its new campaign, ‘The Slow Burn Sessions’ featuring two stars who love to get baked, Snoop Dogg and Willie Nelson, alongside someone who loves to bake, Martha Stewart. Launching precisely at 4:20 pm ET today on YouTube Read full story › Source: The Drum...
Read MoreBy Webb Wright A series of AI-generated images promoting Alex Garland’s new dystopian flick, Civil War, has the internet up in arms, sparking fresh concerns about the technology’s role in entertainment and the need for labeling mechanisms. Independent film studio A24 is facing controversy after using AI-generated images to promote its latest film, Civil War. The film, starring Kirsten Dunst and Wagner Moura, follows a team of journalists as they travel through a war-torn East Coast to reach Washington D.C., where they hope to interview the authoritarian president before rebels descend on the White House. It premiered at South by Southwest in March and was Read full story › Source: The Drum...
Read MoreBy Jason Hartley From ‘near me‘ to ‘for me,‘ AI is fundamentally changing search. Jason Hartley of PMG says marketers need new tactics to take advantage of this shift. A decade ago, the rapid growth of mobile search represented both an opportunity and a challenge for Google. While search volume increased dramatically, results were predominantly designed for desktop users. Google adapted by prioritizing ‘near me‘ results, optimized for smaller screens and on-the-go searches. Today, the search landscape is evolving once again. Generative AI and social discovery are influencing how and where people search. People expect more personalized and dynamic Read full story › Source: The Drum...
Read MoreBy Audrey Kemp In a new television commercial, the Argentinian superstar puts a savory spin on an iconic soccer anthem. Soccer aficionados worldwide are accustomed to the resounding chant of “Olé, Olé, Olé.” In ‘Oh-Lay’s,’ a new commercial and ad campaign for Lay’s potato chips, soccer star Lionel Messi swaps out the traditional campaign with a branded refrain, “Oh-Lay’s, Oh-Lay’s, Oh-Lay’s.” The objective? To ignite excitement among fans as soccer season reaches its zenith. With this campaign, Lay’s is launching exclusive, collectible-worthy Lay’s bags to mark Messi’s first chip shot goal this year. The brand says when Messi makes his first chip shot goal of the season, Read full story › Source: The Drum...
Read MoreBy Kendra Barnett The division between brand and performance marketing is dead. Just ask the chief marketers of the world’s biggest brands. This week, marketing, media and adtech experts descended on Miami Beach for the second annual Possible conference – an event that gained buzz after Elon Musk keynoted last year. On the ground, The Drum spoke with some of the industry’s leading brand marketers about how the role of the CMO is transforming in light of growing economic pressures and rapid technological change. Among the most resounding themes was the idea that marketers of today are required to be more Read full story › Source: The Drum...
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