Looming over followers and media, the huge duck turned the speak of the occasion and the broader school soccer group. The duck even adopted pedestrians on land, with a “Going Quackers” audio expertise on a close-by bridge. The following social movie, addressed to the Huge Ten convention, concluded with some cheeky swagger in two easy phrases on behalf of the Oregon Geese: “Good pond.” The stunt established Oregon as a franchise with the boldness to hold with its rivals, and with almost 10,000 social mentions eclipsed all different dialog across the Huge Ten occasion.
Mondelēz | “Elevate Your Snacking Playbook”
Know-how: Attain
Media Company: VML
Class: Greatest Use of Insights
Soccer season elevates snacking to its personal sport. To boost the profile of its Nabisco cookie and cracker manufacturers, Mondelez enlisted a workforce of buy analytics and attribution consultants to craft an add-to-cart purchasing expertise at Walmart. The marketing campaign centered on a shoppable linked TV expertise, permitting viewers so as to add featured snacks on to their Walmart cart by way of a QR code. With the message “Elevate your snacking playbook,” the artistic additionally highlighted Nabisco’s NCAA sponsorship to increase the marketing campaign’s relevance.
Company Kargo led the CTV technique, combining SmartCommerce’s Click2Cart expertise and Attain’s real-time, permissioned gross sales information to hyperlink built-in promoting with ecommerce performance. The marketing campaign included high-impact show, house display screen placements, and in-pod CTV adverts, creating a completely measurable and shoppable media ecosystem. This data-driven method enabled mid-flight optimizations and ensured each advert greenback was tied to gross sales outcomes, driving a 12% raise in new consumers and attaining 10 occasions increased CTV conversion charges than business benchmarks—proving commerce-enabled CTV can considerably influence each model consciousness and gross sales.
Domino’s | Emergency Pizza 2.0
Inventive Company: WorkInProgress
Media Company: Mindshare
Class: Greatest Use of Streaming Media/OTT
With inflation dragging down shoppers’ post-pandemic pleasure in 2023, Domino’s gave away an Emergency Pizza that may very well be redeemed after a purchase order, a twist on the standard purchase one, get one proposition. When the promotion returned in 2024, the pizza chain aimed to succeed in much more individuals amid a hotly contested QSR market.
