Mattel teamed with Bookful to bring its toys to life by enabling readers to scan pages within children's books using smartphones to unlock augmented reality versions of characters such as Barbie and Thomas the Tank Engine. The AR-enabled books could prove popular during this holiday season as parents seek immersive experiences for children stuck at home, Robert Williams writes.
Walmart is continuing to invest in its ad business and improve its online and offline shopper data to fuel marketing promotions while it awaits approval to purchase a minority stake in TikTok's US assets, say Reuters sources. One source claims Walmart Media Group expects to double last year's ad sales to top $1 billion this year.
Fred & Farid Los Angeles' latest spot for Webtoon's "Stories to Obsess Over" campaign stars actress Sydney Sweeney in the role of Persephone to promote its "Lore Olympus" comic. The spot continues the campaign's main premise -- actors reenacting comic characters and shooting at home during the pandemic.
Preacher created the first brand campaign for Bestow, which addresses the emotions people may feel about not having life insurance during the pandemic, with one spot showing a woman telling another, "It's so brave of you to leave your family with all your debt when you die." The campaign debuts as interest in the life insurance category surges and is running across digital, social, display and audio in Texas before expanding nationally in January.
72andSunny Los Angeles created a 60-second "When I See Black" spot for Adobe that showcases the work of 12 Black artists, with each providing a voice-over to explain their creation. The spot is running across social, digital and Hulu.
Entravision's majority stake in digital ad company Cisneros Interactive gives it access to Cisneros' connections to 2,000 brands and agencies serving Hispanic markets. The move "deepens and enhances Entravision's digital product offerings, while positioning the combined platforms to be one of the largest premier digital advertising companies serving the US Hispanic and Latin American markets," the company said in a statement.
Facebook, with its CreativeX team and Joan Creative, and Facebook Group This Old Haunted House created a live event that invited users to virtually tour the Winchester Mystery House with comedian Trey Kennedy. "With so many celebrations relegated to the home, the spooky ambience of being out after dark will likely be lost on Halloween this year. ... We wanted to keep the magic alive," says Joan's Sarah Collinson.
The New York Metropolitan Transportation Authority, with Work & Co and the Transit Innovation Partnership, revealed an updated subway map that offers real-time information about services and blends the original designs of Massimo Vignelli and Michael Hertz. A short film titled "The Map" from director Gary Hustwit documents the creation of the new "live" version.
Gucci and Giphy partnered with Genies, using its new 3D Avatar software development kit, to enable their app users to create virtual avatars that can be dressed and accessorized with digital purchases of branded products. "The future of retail will not be confined by walls but will continue to evolve through a digitally enhanced ecosystem, allowing customers to try items on before buying them through avatars or AR or VR experiences," says Gucci's Robert Triefus.
Fred & Farid launched a "We Keep Going" campaign across 500 out-of-home billboards, provided for free by JCDecaux, which display more than 150 slogans to promote positivity in Los Angeles, New York, Boston and Chicago. Messaging is customized to each city, including in Spanish and English in L.A., and the agency says the campaign is an internal passion project to show support for those communities.
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