Bud Light taps social to give away lifetime Super Bowl tickets | Cadbury gives live joy this holiday season | W+K Portland, Secret tout the importance of a good deodorant
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Bud Light is following in Willy Wonka's footsteps by randomly placing 37,000 gold Super Bowl 51 cans in beer packs to give consumers the opportunity to win annual Super Bowl tickets for life. People who find a gold can should take a photo and post it on Instagram, Facebook or Twitter using hashtags #SBTix4Life and #Sweeps to enter the contest.
With a focus on its four cornerstone gift products, worldwide candy brand Cadbury's latest campaign is using live experiences to deliver joy across Australia. From the Christmas wonderland created at Fleet Park to the Christmas tree Cadbury will decorate in Newcastle, the brand is building its association with Christmas celebrations.
Wieden & Kennedy Portland's new campaign for Secret humorously shows why women should use the stress-tested deodorant. A 15-second spot shows a woman drying wet patches under her arms in the office bathroom, but when a colleague walks in she pretends to be practicing yoga and greets her by saying, "Namaste."
Promoting alcoholic beverages responsibly can be a challenge but columnist Nikki Gilliland highlights eight brands that have it mastered. Kronenbourg focuses on fun videos, while Jack Daniels replies to most social comments to boost engagement with fans.
Taking examples of branded video content, columnist Krystal Overmyer covers the benefits of using short films and documentaries to build an audience. "If you want to have a human connection with the consumer and you want them to share it, you need to create something more relatable and authentic," says Geoffrey Campbell, senior director of content and production at MediaCom.
Google has introduced three new methods for marketers to tout their app campaigns, including AutoDirector, which creates automated video spots by drawing in ratings and visuals from the Google Play store or App Store and setting them to music. The platform is also introducing ads to its "You might also like" feature, and it is letting advertisers target Android users based on their in-app purchases.
Coca-Cola's recent diversification into the functional and healthful segments is on trend with the needs of the mindful consumer, writes Kathy Eng of OMD. As customers increasingly lose interest in shopping for shopping's sake, it is in the interest of brands to consider, and promote, the sustainability and longevity of their products, she writes.
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