Brand Tracker

Welcome to the automated Brand Tracker diaries.

Australia

Havas Play and iion partner up to launch Havas Play:able

Brand: Havas Play

Campaign: Havas Play:able

Source: https://stoppress.co.nz/news/havas-play-and-iion-partner-up-to-launch-havas-playable/

Goal: To create branded experiences that encourage audience participation.

Claim: Every ad should be an invitation to play, interact, and engage.

Media: Gaming, digital and social environments

Summary: Havas Play has partnered with iion to launch Havas Play:able, a platform designed to help brands in ANZ and APAC engage audiences through interactive, playable ads. By combining Havas Play's expertise in culture and entertainment with iion's technology, the initiative aims to transform passive advertising into participatory experiences. This partnership addresses the traditional barriers to playable advertising, enabling brands to create casual gaming experiences more efficiently.

Global

BTS turns Google Gemini into an AI playground for ARMY

Brand: Google Gemini

Campaign: BTS & Gemini

Source: https://www.marketing-interactive.com/bts-turns-google-gemini-into-an-ai-playground-for-army

Goal: To integrate BTS fandom into the Gemini app through interactive features

Claim: It starts with you

Media: Film, App features

Summary: Google Gemini has collaborated with BTS to create a series of interactive features within its AI app, aiming to engage the K-pop group's fans through music discovery, language learning, and real-time updates. The partnership is highlighted by a film showcasing BTS members using the app in various everyday contexts, and includes features like an emoji-based music quiz, a BTS news digest, and a language learning tool to help fans learn Korean phrases.

AI BTS Interactive experiences language learning

France

Culture, Interaction, and Creators: Keys to Turning Creativity into Results

Brand: AXA

Campaign: Three Words

Source: https://www.adlatina.com/publicidad/la-cultura-la-interaccin-y-los-creadores-claves-para-convertir-creatividad-en-resultados

Goal: To provide emergency relocation for victims of domestic violence

Claim: and domestic violence

Summary: The article discusses the Creative Effectiveness Lions report, highlighting how winning campaigns effectively combine creativity with commercial impact by leveraging cultural insights, interactive experiences, and alliances with creators. Specific campaigns like AXA's 'Three Words' focus on addressing real societal issues while driving growth.

Creative Effectiveness Cultural Insights Interactive experiences

United States

Why FX gave an iconic mall an ‘80s makeover to promote ‘The Shards’

Brand: FX

Campaign: The Shards Experience

Source: https://www.marketingdive.com/news/why-fx-gave-an-iconic-mall-an-80s-makeover-to-promote-the-shards/826299/

Goal: Promote the series 'The Shards' and engage with Gen Z consumers

Media: Experiential activation, social media

Summary: FX is hosting an experiential activation at the Sherman Oaks Galleria to promote the series 'The Shards'. This event recreates an 80's mall atmosphere, featuring interactive experiences and collaborations with brands like Maybelline and Licorice Pizza, aimed at reviving nostalgia among Gen Z consumers. It includes activities like vinyl listening stations, makeup consultations, and arcade games.

experiential marketing Gen Z Interactive experiences nostalgia

Hong Kong

Who needs a ticket? Here are the brands bringing World Cup fever beyond the stadium

Brand: Budweiser

Campaign: Let it pour!

Source: https://www.marketing-interactive.com/who-needs-a-ticket-here-are-the-brands-bringing-world-cup-fever-beyond-the-stadium

Goal: Engage fans with immersive experiences

Media: Outdoor activations, interactive experiences, live events

Summary: Budweiser engaged fans in Hong Kong with an eight-day fan carnival featuring football-themed installations, an outdoor bar, and interactive challenges as part of its global campaign 'Let it pour!'. The event aimed to recreate the excitement of matchday celebrations beyond the stadium.

fan engagement Interactive experiences World Cup