Welcome to the automated Brand Tracker diaries.
Have you spotted Spider-Man’s newest ride?
Source: https://www.marketing-interactive.com/have-you-spotted-spider-man-s-newest-ride
Goal: Connect the brand with Spider-Man's global fanbase and reinforce positioning around innovation and technology
Media: Film, Global marketing campaign, In-car features
Summary: BMW partners with Sony Pictures for Spider-Man: Brand New Day, integrating its electric vehicles into the film's storyline and launching a global campaign featuring a father and son encountering Spider-Man. The campaign aims to connect with fans and showcase BMW's technology, including a Spider-Man-themed in-car experience. The collaboration also features a unique concept vehicle with dynamic graphics.
Dermal Therapy ramps up marketing after $150m acquisition with biggest campaign yet
Source: https://www.marketing-interactive.com/dermal-therapy-150m-acquisition-biggest-marketing-campaign
Goal: Build awareness across Australia and New Zealand
Claim: It Works
Media: out-of-home, retail, social media, influencer advocacy
Summary: Dermal Therapy has launched its largest marketing campaign to date, named 'It Works', following a $150 million acquisition by Prestige Consumer Healthcare. The campaign will roll out across over 1,000 out-of-home sites in Australia and New Zealand, featuring various media channels including billboards and social media, and is marked by a significant investment reflecting the brand's growth.
Adidas’ World Cup Win Comes at a Cost as Q2 Marketing Spend Tops $1 Billion
Goal: To rekindle passion for soccer and drive merchandise sales
Claim: Brought back the love for the game
Summary: Adidas reported a substantial increase in Q2 marketing spending, attributing much of this to its World Cup campaign 'Backyard Legends', which reportedly rekindled soccer-loving sentiments among fans and significantly boosted merchandise sales. Despite record net sales, increase in marketing costs led to a drop in shares, as profit expectations were not met. The campaign, featuring Timothée Chalamet, also facilitated a notable rise in jersey and ball sales during the World Cup.
Snickers’ ice cream line seeks help telling the internet to chill out
Goal: To help users relax during tense social media moments.
Claim: Snickers Ice Cream Minis are all about delivering satisfaction in perfectly snackable bites.
Media: Social media
Summary: As summer comes to a close, Snickers Ice Cream Minis is launching a campaign to hire a 'chief online chill officer' to respond to tense social media posts with comments and discount offers. The aim is to provide humor and relaxation in online spaces, addressing the irritability linked to social media use. The campaign will run from August 24 to September 3 and is targeted at millennials and Gen Z consumers who prefer smaller treats.
Just a Click to Happy Summer from Vodafone. New Campaign from Publicis Groupe Introduces Loyalty Program
Goal: To introduce a loyalty program and engage customers
Claim: Vodafone Happy loyalty program offers new benefits every week
Media: Mobile application, television spots, social media
Summary: Vodafone has launched a new loyalty program called Vodafone Happy in celebration of its 20th anniversary in the Czech market. The campaign, created by Leo Prague, features a new mascot named Happy, designed to represent the program and engage customers through a mobile app. It includes two main commercials highlighting the program's benefits and a summer contest in partnership with OREA Hotels & Resorts. Happy will remain a long-term symbol for the program even after the campaign ends.
Live Shopping Shows Power in Powers Campaign The Hunt for the Keys
Source: https://www.resume.se/marknadsforing/kampanj/powers-liveshow-drog-in-3-miljoner-pa-20-minuter/
Goal: To drive sales through a live shopping event
Claim: Live shopping proves its efficacy
Media: Website, Facebook, Instagram, TV4
Summary: Powers' major marketing campaign 'The Hunt for the Keys' reached its peak with a live shopping event that generated three million kronor in sales within 20 minutes. The campaign had a budget of 180 million kronor in Sweden and included a thriller mini-series aired during TV commercials. The success of the live shopping event indicates a shift towards customers shopping directly from brands rather than through social media.
Zevia taps Cardi B to serve up real talk in biggest campaign to date
Goal: To engage consumers by leveraging Cardi B's persona and humor
Media: streaming TV, social media, retail displays
Summary: Zevia has launched its largest campaign to date, 'Real Talk Interpreter,' featuring rapper Cardi B as a shareholder and ambassador. The campaign employs humor and focuses on genuine communication, with Cardi B interpreting conversations in quirky scenarios to showcase the brand’s natural ingredients. Additionally, the campaign includes social media components and a sweepstakes for branded merchandise.
Spanish products challenge gravity in ICEX’s campaign to strengthen the country’s image
Source: https://www.reasonwhy.es/actualidad/icex-campana-spain-up-your-life-marca-espana
Goal: To reinforce the image of Spain
Summary: The campaign by ICEX aims to enhance and solidify the perception of Spain through its innovative products, challenging the conventional views of gravity.
Gen Z perspectives: Nostalgic clicks, Haaland and Norwegian Air’s logo swap
Goal: Encourage customers to capture everyday moments
Summary: Burger King Malaysia has launched a nostalgic marketing campaign titled 'Vibe check with KingCam mini camera', encouraging customers to capture everyday moments with a limited-edition mini camera that is available for purchase alongside selected meal bundles in collaboration with Coca-Cola.
MLS Is Ready for Its Through Pass From the World Cup
Source: https://www.adweek.com/brand-marketing/mls-world-cup-campaign/
Goal: To introduce fans to MLS players and encourage them to engage with the league through watching matches.
Claim: This is going to be one of the catalysts that’s going to explode soccer fandom in North America.
Media: national broadcast, streaming, digital, social, out-of-home advertising, and media partnerships
Summary: Major League Soccer (MLS) has organized watch parties during the FIFA World Cup in collaboration with FIFA and Fox Sports to remain prominent in fans' minds. Following the tournament, MLS is launching its largest marketing campaign in history titled 'Thanks World, We’ll Take It From Here' aimed at engaging fans further and introducing them to its players. The campaign includes various media channels and localized initiatives by MLS clubs to attract new viewers.
Samsung gives Spider-Man a phone worthy of a superhero
Source: https://www.marketing-interactive.com/samsung-gives-spider-man-a-phone-worthy-of-a-superhero
Goal: Integrate Samsung Galaxy devices into the Spider-Man universe and build anticipation for the upcoming film.
Media: Cinematic campaign, social channels, dedicated website
Summary: Samsung debuted a cinematic campaign in collaboration with Sony Pictures, featuring Jacob Batalon as Spider-Man's Ned Leeds. The campaign showcases Samsung Galaxy devices being used in a superhero context and connects with fans through an interactive experience called the 'Spidey Tracker'. This partnership aims to highlight shared values of innovation and resilience while creating an authentic story that aligns with the excitement of the upcoming Spider-Man film.
Sagres’ Campaign for the World Cup was the Most Remembered by the Portuguese
Goal: To encourage fans to support the National Team with genuine and emotional messages.
Claim: Live the support for our National Team with Cup and Soul
Summary: The campaign 'Together, We Live the National Team with Cup and Soul' by Sagres was the most recalled among Portuguese consumers during the 2026 World Cup, with a 71% recall rate. Sagres was recognized as the most prominent sponsor of the National Team with a 64% awareness rate. The campaign aimed to create a genuine connection with fans and garnered a positive emotional response, aligning with over thirty years of partnership with the Portuguese Football Federation.
La Fallera Celebrates 10 Years of #PaellaEmoji with Carlos Sobera
Goal: To celebrate the 10th anniversary of #PaellaEmoji and engage the community
Claim: The paella is a symbol of unity, and the #PaellaEmoji is the best demonstration
Media: Social Media
Summary: La Fallera has launched a new campaign to commemorate the 10th anniversary of #PaellaEmoji, which was added to the Unicode standard thanks to a popular mobilization. Coinciding with International Emoji Day, the campaign features Carlos Sobera and aims to engage the community in celebrating the anniversary with new proposals around the #PaellaEmoji. The initiative revives the spirit of participation that made #PaellaEmoji a global phenomenon, and emphasizes paella as a symbol of gathering.