Table of contents for June 27, 2016 in Adweek

As The Late Late Show With James Corden’s Carpool Karaoke has become a viral sensation, CBS had been eagerly looking to cash in on its success. Last Monday night, the network finally found its first brand partners for the popular segment: McDonald’s and Coca-Cola. CBS teamed up with the two brands for an integration to kick off a new summer sweepstakes, “Sip. Share. Win!,” featuring all three companies. As part of the deal, The Late Late Show and Carpool Karaoke’s logos will appear in-store and on packaging in more than 14,OOO McDonald’s restaurants nationwide.…

As one of the men behind NBC’s storied ‘9Os slogan “Must See TV,” John Miller knows what it takes to win over an audience. And for the past dozen Olympics, first as CMO of the NBC Sports Group and then last year as chief marketer of NBC Olympics, Miller’s marketing and promotional efforts across the network’s vast television and digital portfolio have made coverage of the games top of mind. Promoting the Summer Games in Rio was a yearlong effort, which kicked off last July with 6O-second spots across NBCU’s 18 networks, online and social media. The campaign will go full throttle in the weeks before the opening ceremony. For Miller, marketing the Olympics has been a gargantuan and exhilarating task—and an achievement that he will be recognized for at…

As an agency leader in Brazil, I see that we’re on the verge of a very exciting time for brand opportunities that make memories, connections and impact. Indeed, as someone living in Brazil, there’s something bigger on the horizon—the feeling that a better life experience is headed our way. Quite simply, the 2O16 Rio Olympic and Paralympic Games bring hope to our country. Hosting the experience can often open the door for access to food, education and connections that increase the quality of local life. We know that when a culture is impacted by the games, people feel motivated to participate and their children are encouraged to build structured paths, opening up a range of opportunities for a better country. The excitement has been underway for a while: As soon…

People today seem to be in shopping mode 24/7. While they are still going to traditional brick-and-mortar retailers for the vast majority of purchases (estimated to be between 85-90 percent of all sales), their path to purchase now passes through a wide range of digital, mobile and social channels, reflecting a shift in behavior that is changing the face of shopper marketing. The ultimate goal of shopper marketing remains the same—it is still about the strategies and tactics that influence in-store purchase decisions and drive sales. In fact, more money than ever is being dedicated to these strategies—shopper marketing’s share of U.S. manufacturers’ marketing spend more than doubled (at the expense of traditional advertising and trade promotion) in Cadent Consulting Group’s most recent biennial study. The store aisle has become…

The Key Ring mobile app launched in 2009 with a simple goal in mind: taming reward card chaos. It quickly caught on as a way for consumers to organize all their retailer loyalty cards into a single app—no need to carry around dozens of separate plastic key tabs. Today, it simplifies shopping from start to finish by providing users with on-the-go access to everything they need at the store to bag a deal—loyalty cards, circulars, coupons and shopping lists. More than 13.5 million shoppers use the app. The convenience and utility built into the app extend to brand marketers, making mobile shopper marketing manageable for a roster of CPG and retail clients that include Kimberly-Clark, Procter & Gamble, Colgate-Palmolive, iHealth, Tillamook, Hormel and more. The Key Ring platform is based…

YouTube rolled out #ProudToLove on June 26, 2O15, the day the Supreme Court made its historic ruling on same-sex marriage. Last week the site launched its moving follow-up campaign, #ProudToBe, which focuses on gender identity and sexuality. As with its previous effort, YouTube smartly assembled the ad with footage already hosted on its site. The montage showcases how “YouTube is a place where anyone can belong no matter who they are or who they love,” per the company. YouTube’s chief marketing officer Danielle Tiedt echoed that sentiment in a statement, saying, “We are really proud for YouTube to stand for a community where everyone can belong.” The new work introduces what will be an ongoing campaign from Anomaly in New York.…

If recent history is any guide, it’s the San Francisco Giants’ “turn” to win the World Series this year. For the past six years, the team has won the series three times, every other year: in 2O1O, 2O12 and 2O14. But the Giants’ winning record isn’t the only reason fans have embraced them. The team’s marketing efforts, including creating unique ballpark experiences and capitalizing on its players’ personalities, have played a huge part in building one of the most successful brands in baseball. “The success of a baseball team comes down to two things: selling tickets and selling sponsorships,” said Adam Lippard, head of global sports and entertainment consulting at GMR Marketing. “The Giants are among the best at both of those because of the team and the experience they’ve…

THE CHALLENGE: Every four years, the world’s attention turns to the sports and athletes of the summer games. But what do you really know about the people who spend hours each day following these events? THE INSIGHT: Programmatic buying platforms like The Trade Desk can find the links between wants and needs of sports fans. Did you know that swimming enthusiasts are in the market for a crossover SUV? Here are the unique—and surprising—fan profiles from The Trade Desk’s recent analysis. SWIMMING Interest in competitive swimming soars and Americans return to the pool to root on the next freestyle, backstroke, breaststroke and butterfly champs. But who are these fans? STEAK LOVERS ALSO: These fans are frequently parents of young children who drive crossover SUVs. Medal-Worthy Media Takeaway With records set…

Innovation, insights and imagination. These three elements form the foundation of Arc Worldwide’s delivery of intelligent, shopper-driven solutions for category-leading brands in CPG, technology, restaurants, pharma, retail and more. Simply put, Arc activates brands and changes behavior by understanding people through the lens of a shopper. It is now the lead shopper marketing agency within Publicis Communications Group. Using a differentiated approach called “Shopper Back,” Arc delivers relevant and creative brand engagement regardless of channel or platform. At its global headquarters, Arc has an interactive retail lab, digital interactive prototyping lab and retail store environmental lab where it can explore, test and launch new ideas into the marketplace. Its staff of information, research and strategic planning experts helps clients better understand their retailers and the behaviors and journeys of their…

What does it mean to connect with the connected shopper? How do you change consumer behavior and drive demand? Which tactics are most effective to enhance brand value, build traffic or engage consumers? Match Marketing Group wants to challenge conventional thinking—from how digital is used to drive traffic to where consumers are engaged to the importance of telling a story and not just a message. The agency has analyzed the demands of the market and built a structure designed to deliver on the changing needs of brands, retailers, shoppers and organizations. Match was started 18 years ago with a specialization in retail, brand and event marketing. It recognized that building a strategy from the shelf back was a winning proposition. That remains its focus today, although the shelf may now…

Olympic athletes competing this summer in Rio will have plenty of opportunities to go for gold, both on the field and online. Social media will play an even bigger role than ever before, given the ascendance of Twitter, Snapchat, Facebook Live and Periscope since the last Summer Games were held. So it will be critical for athletes to spend time on these platforms to both connect with their fans and also to pitch the brands sponsoring them. While a tweet might not be comparable to a 3O-second spot, sports marketing analysts say that the total value social media can bring to brands is no small sum. Athletes with a lot of followers can make a lot of money, explained Bob Dorfman, executive creative director at Baker Street Advertising in San…

‘For advertisers, this could be a chance to … get involved with an exciting new sport that is capturing the consumers’ attention.’ Tom Kelshaw, director of creative technology, Maxus Last spring Nick Horbaczewski didn’t have a clue what drone racing was. Now he’s the CEO and founder of the Drone Racing League (DRL), with investors that include Miami Dolphins owner Stephen Ross. Since officially launching in January, DRL has made it clear that it’s vying to be the Nascar of drones, offering marketers and media partners a professional alternative to the burgeoning amateur sport. “People see the potential of this as a sport that can excite and engage a millennial audience,” said Horbaczewski. “It’s not only its technology roots and its comparability to esports, it’s also the format of the…

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Specs Who CEO and founder Craig Howe and digital strategy vp Diana Klochkova What Sports-focused digital strategy firm Where Los Angeles, New York With clients ranging from one of Europe’s most storied soccer clubs, Real Madrid, to the NBA Western Conference champion Golden State Warriors, Rebel Ventures’ mission is always the same—take a digital audience and grow it. “We live sports and digital,” said co-founder and chief strategy officer Tim Steudler. “We help our clients by creating a strong digital business unit within any sports organization because our work is our passion.” The shop’s goal for Real Madrid was to turn what had been a reactive social media effort into a proactive—and profitable—machine. The first step was expanding interaction with the club from match day to every day, with smart…

FACT In the late 197Os, Ali became a spokesman for pesticide d-CON, starring in a series of now-iconic commercials. Throughout Muhammad Ali’s nearly three-decade boxing career, the champion fighter was a regular on the interview circuit, bringing character and entertainment to homes all over America. Brash sportscaster Howard Cosell conducted Ali’s most famous interviews. They were one of sports journalism’s most famous odd couples—the personality clashes between the two, mixed with their chemistry, portrayed a true friendship that played well on TV. And Cosell advocated for Ali even outside of sports. When the boxer changed his name from Cassius Clay to Muhammad Ali in 1964, Cosell was one of the first reporters to use it. Cosell conducted the interview, pictured above, just one year into Ali’s three-year ban from boxing…

When Blue Chip Marketing Worldwide works with its shopper marketing clients, it uses a process called Uniting Brands to Sales—a way to find and activate insights that drive maximum return on investment. As an independent agency, Blue Chip is focused on the quality, not quantity, of its client relationships, taking a hands-on approach to uniting with clients to inspire and deliver transformational growth. Some recent examples of Blue Chip’s initiatives demonstrate this approach: The Closest Rivals campaign for P&G got down to a specific retailer level. Key Food, a New York-area retailer, wanted to capitalize on the football rivalry between the Giants and Jets. Blue Chip developed a Twitter battle between Giants cornerback Prince Amukamara and Jets receiver Eric Decker that included videos, animated GIFs and cinemagraphs. Each post not…

Now in its third year, the Clio Sports Awards celebrates the best in sports advertising and marketing. Campaigns from Gatorade, Nike, Dunkin’ Donuts and many others will be honored with Clio gold awards in this year’s competition, with the Grand Clio winners announced at the event on July 7 in New York. In addition, longtime NBC Sports exec John Miller, currently CMO for NBC Olympics, will receive the Stuart Scott Lifetime Achievement Award. Here are all the gold-award winners by category. For more information, see www.cliosports.com. DESIGN NBATM BMO (Bank of Montreal) FCB Toronto Kyrie II Unexpected Moves Nike R/GA The Fantasy Life Coors Light Rethink DIGITAL/MOBILE The Haka 360 Experience AIG Octagon Worldwide Running Pace Station Nike R/GA The Diadora Delivery Diadora SMFB Oslo The Player’s Tribune Website The…