Topgolf Entertainment Group, which creates local hubs complete with restaurants, driving ranges and other activities, has named IPG's Mediahub its new media agency of record following an internal review that began late last year and wrapped up this month. Prior to the review, Topgolf split its media investment between two smaller media agencies, which the...
Although video games have been captivating audiences for decades, significant advancements are being made in the world of gaming in preparation for the metaverse. Cathy Hackl, dubbed "The Godmother of the Metaverse," and chief metaverse officer of the Futures Intelligence Group, joined Adweek's Elevate: Mobile Gaming event to offer insights into how this new era...
It doesn't happen during every Super Bowl, but every few years an iconic commercial airs that will be remembered long after the winning team becomes a historical footnote. I believe this will be the year that crypto goes mainstream. But once the buzz dies down, what will these brands have to show for their investments?...
The National Basketball Association and the brands in its orbit descend upon Cleveland this weekend for the NBA All-Star Game and its associated events. Here's just a sample of what's going down in C-town. Nothing But NFT Dapper Labs, the company behind NBA Top Shot, is auctioning 30 team-based NFTs as part of its NBA...
Snapchat introduced the ability for users to share their live location with individual friends for a set amount of time via its Snap Map feature. When a user chooses to share their live location with a friend in the Snapchat application, they'll need to decide if they want to share their location for 15 minutes,...
YouTube chief product officer Neal Mohan outlined some of the Google-owned video site's plans to prevent the spread of misinformation in a lengthy blog post this week. He wrote in his introduction, "Over the past five years, we've invested heavily in a framework we call the 4Rs of responsibility. Using a combination of machine learning...
Snapchat now allows users to share their live location with select friends for a set amount of time via its Snap Map feature. For instance, if someone is traveling home from a party, they may want to share their live location with a friend so their friend can see they're safe. Once a user begins...
As it turns out, the biggest winner from Super Bowl 56 was not the Los Angeles Rams, but Coinbase and its ingenious TV ad. Marketers everywhere know that the simpler the ad the better, and Coinbase's floating QR code that nostalgically reminded us all of the DVD era was the perfect combo of curiosity-piquing, non-complicated...
Shopping platform Wish is the latest ecommerce company to throw its hat in the shoppable video ring. The platform's parent company, ContextLogic, unveiled a new feature this week called Wish Clips, which allow merchants to create short videos that demonstrate their wares for users and link to their stores, carts or an option to purchase...
For art director and artist Deja Pocahontas Mays, using her passion and creativity to celebrate Black culture has a been a driving force in her success. Mays and her team at Momentum Worldwide partnered with the Walt Disney Company's Disney on The Yard, a diversity, equity and inclusion program that empowers Black talent from historically...
McDonalds has begun a campaign including a digital competition in the U.K. asking customers to share their stories of what they eat when they go to one of their restaurants. With above the line activity from Leo Burnett, the aim is to build awareness and adoption of the McDonald's app. The marketing drive titled "My...
Snap Inc. is bringing the buddy system from the camp swimming pool to Snap Map. Snapchatters can now opt to share their real-time location with a specific friend, for a time period that they choose, so that, for example, that friend knows they are safe while en route to meet them or on their way...
When it comes to post-cookie preparedness, one year can make all the difference. So says new data collected by video ad platform Teads, in the second iteration of its annual survey of nearly 450 publishing executives on their state of readiness for a cookieless internet. The analysis, which was shared exclusively with Adweek, will be...
In a bid to promote the elements that go into creating the magical experience of cinema-going, Europe's largest cinema chain Odeon has revealed its new creative platform. Building on the "We Make Movies Better" positioning, which was extended from parent company AMC in the U.S., Odeon's pan-European creative agency Elvis has developed internal and external...
Roku maintained its dominance in the connected TV landscape to close out 2021, hitting 60.1 million active accounts in the fourth quarter. The connected TV platform added 3.7 million active accounts in the fourth quarter of 2021, up from the 1.3 million it added in the previous quarter. Roku added 8.9 million total accounts throughout...
Twitter users can now pin up to six direct message conversations to the top of their inbox. The social network said in a Twitter Support tweet that the new capability is available via Android, iOS and the web. Keep your fave DM convos easily accessible by pinning them! You can now pin up to six...
Playing sports can provide a wide variety of long-lasting benefits ranging from physical fitness to improved mental health and teamwork skills, but not every kid has the opportunity to become an athlete. PepsiCo's Gatorade is addressing those inequalities by kicking off a multiyear initiative called Fuel Tomorrow to provide access to sports facilities and community...
Twitter and the National Basketball Association huddled up on several projects for NBA All-Star Weekend Feb. 18 through 20. The social network said #NBATwitter conversation has been on the upswing this season, pointing to a 33% increase in NBA-related tweets on Christmas day, when five marquee matchups were nationally televised. Morgan State University and Howard...
With more interest than ever in the metaverse, brands from every category are eager to join in. But making that leap is best done with a sound, data-driven strategy to support decision-making. 2021 was the year when some of the metaverse trends started clearly pulling through, with data offering insights into digital identity preferences, spaces...
Riot Games has thrived off a player-focused mentality with its flagship global sensation League of Legends. During its 10th anniversary in 2019, the developer announced several new game genres, including its first foray into the mobile gaming space. At Adweek's Elevate: The Future of Mobile Gaming summit, Riot's global head of marketing for League of...
Spending time in the sun can be a necessary part of a well-balanced life, but it's not without its downsides. In countries where skin cancer rates are high, encouraging people to wear sunscreen is a top priority in prevention. In partnership with the League Against Cancer, Havas Peru has launched its "Solar Octagons" campaign in...
With interactive entertainment core to what today's consumers turn to for fun, mobile games offer brands what is most scarce in a fragmented media environment: attention. Marketers from Zynga and e.l.f. Beauty joined Adweek's Elevate: Mobile Gaming event to talk about how they drove KPIs by leveraging the interactivity of mobile games. The changing face...