Amex Break the Love
American Express is celebrating its 30th year partnering with the US Open. Amex runs a program called Break The Love. Its mission is to make it easier for tennis and pickleball players to find courts to play on. Break The Love doesn’t just stop at helping players find courts it also lets players connect with other players so solo players can find a partner. From August 23, 2023, until September 24, 2023, Amex card members have complimentary access to 10,000 court reservations at 500 tennis and pickleball courts around greater New York. Amex has done a wonderful job of connecting an existing platform to a feverishly popular sport through a legacy brand activation.
Kevin Hart’s tequila brand brings classic Goodfellas scene to life
Grand Coramino, Kevin Hart’s tequila company released a fun new ad. It plays off of a few different classic Goodfellas scenes. It was one of the rare instances where I enjoyed watching over 3 and a half minutes of an ad. Goodfellas is one of my favorite movies of all time so being able to play back the real scene in my head as Kevin reenacts it was fun. Here’s where they could have cleaned things up a bit. 1. The background noise should have included a comedian spitting out one-liners 2. The “ funny guy” scene seemed a bit forced and should have been replaced with Spider getting shot in the foot by Kevin for not dancing. On second thought Kevin’s version makes more sense for an ad.
Instacart’s Ad revenue booming
As Instacart readies for its IPO we got to see some juicy intel on the success the company is having with its ad business. The S-1 filing showed that Instacart’s full-year ad revenue hit over $740 million last year, an almost 30% yoy increase. In the first 6 months of 2023, they’ve raked in $406 million in ad revenue. Even with a reduction in advertising spend from brand partners new ad products have helped grow ad spend on the platform. As of the beginning of July Instacart has over 5,500 active brand partners leveraging its ad products. Instacart plans to increase its ad sales by focusing on bringing in more non-food brand partners across pet care, home cleaning products, and personal care.
X throttling publisher referral links
Reports have come out around The New York Times and other major publishers having their page load slowed down by X. The thought is that this was a deliberate decision made by X. Page load throttling is a huge issue for publishers, it’s something their web developers are constantly trying to reduce. The reason being, when you open up a website on your phone and it take a longer than normal to load, chances are you’re just closing the page if it’s not for something you absolutely need. So when The NYT posts an article snippet on Twitter and someone clicks on their link to read the full article or subscribe and the page takes a full 5 seconds to load, that’s a customer the NYT is potentially losing. According to a study from similar web that was shared on DigiDay organic traffic from x for 10 major publishers has fallen off a cliff.
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Drones taking over South Beach
An aerial drone advertising company called Sustainable Skylines announced it received Federal Aviation Administration (FAA) approval for commercial operations. It’s the first company to be able to launch drone-operated banner towing along Miami Beach. Traditional banner flying has quite a few downsides. 1. It burns quite a bit of fuel 2. It’s quite a bit more dangerous to operate an airplane when dragging a massive banner behind it. 3 It’s limited to available planes and the proximity of airports.
Barbie spent an estimated $150m on advertising
This is not really news since these figures came out about a month ago but I missed it. It turns out the movie’s production cost was only $145 million, which it made back on the opening weekend.“We saw it as a breadcrumb strategy, where we gave people little elements of the movie to stimulate curiosity and that created conversation. In every campaign, there are elements of earned media [like social media buzz] and paid media [such as a trailer spot]. We believed this brand had the opportunity to generate some exciting earned media. Some of the choices we made stimulated that. Then it did totally take on a life of its own.” - Josh Goldstine, Warner Bros President of global marketing
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