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NEW YORK: “Reward” ads in gaming apps, which offer players free items to enhance their experience in return for interacting, are impactful on a variety of metrics, according to a study in the Journal of Advertising Research (JAR).

Article

This Company Profile from Euromonitor provides key details and analysis of Mattel Inc, the owner of brands such as Barbie, Polly Pocket and Fisher-Price.

Article

This Company Profile from Euromonitor provides key details and analysis of LEGO Group. Included is a strategic evaluation with key facts about the Danish company, competitive positioning against comparative brands, and assessment of its position in the leisure market.

Research Paper

Giving free game items to mobile users through in-app reward advertisements could generate a sampling effect and increase the probability of users making in-app purchases.

Article

This article examines two different approaches to business, short-term expediency and long-term benefit.

Case Study

Citi, a credit card company, collaborated with the NBC Today show to launch its ‘Double Means Double’ campaign in the US, which was proved to audiences by offering a chance to see the band DNCE in concert via VR experience.

Case Study

This case study details how Nike, the sportswear brand, launched NBA superstar Kevin Durant's new shoes, the KD9s, in China by inviting NBA2K (an online video game) players to compete for the chance to represent China against Kevin himself.

Case Study

This case study details how Pizza Hut, an American restaurant chain, appealed to the post-1990s generation in China by partnering with King of Glory to create a location-based in-game targeting system.

Article

Tough Mudder, the endurance event series, aims to connect with its millennial audience on an on-going basis, as well as to help its sponsorship partners achieve a similar goal.

Case Study

This case study details how L'Oréal Paris Men Expert, a men's hair and skincare brand, expanded its relationship with gamers in China by giving them a real world spotlight and showing them the importance of looking their best.

Case Study

This case study details how Resident Evil, a Warner Bros action-horror film series, partnered with Gameloft to use its interactive video ad model for the first time in Turkey to transform its trailer into a video game.

Research Paper

This paper explains how Northstar, a research agency, and Jaguar Land Rover (JLR), the automotive company, used pop culture as an innovative qualitative research methodology and re-imagined how to execute and disseminate target customer insight in the US, UK and Germany.

Article

This article provides guidance and reading on a now common aspect of brand building - partnerships - in which two or more brands collaborate for mutual benefit.

Article

This event report provides tips from senior marketers on how to attract and maintain consumers' attention on your brand.

Research Paper

To encourage viral spread, companies attempt to create captivating and compelling online games. The current research examines the effects of requiring players to use skills when playing games versus rewarding players who recommend games to others.

Case Study

This case study shows how Metro Trains Melbourne, an Australian railway-operating brand, increased consumer awareness about railway safety by creating a mobile gaming app derived from its previous 'Dumb ways to die' campaign.

Case Study

This case study shows how Heinz, a condiments brand, used small wiener dogs in hotdog costumes to promote its condiments during the US Super Bowl.

Case Study

This case study shows how Madden NFL, a videogame brand, used famous Internet comics in a humorous social media campaign in order to increase sales in the US.

Case Study

This case study explains how American football league the NFL connected with casual audiences by talking about family in TV, PR, social media and native content executions of its Super Bowl ad.

Case Study

This case study describes how fast-food brand KFC employed programmatic technology to create and distribute content to millennials to launch its Hot and Cheezy burger in Malaysia.

Case Study

This case study describes how Trolli, the brand of gummy sweets, increased growth and sales in the US by appealing to young people through association with a NBA star in the US.

Case Study

This case study looks at how American Express, the financial service, has had success with its Small Business Saturday campaign in the US which has become a social movement for local, community businesses and is supported by the US President.

Case Study

This case study looks at how Dove Hair, the haircare brand, introduced the #LoveYourCurls Emojis campaign in the US to ensure curly haired women and girls can express themselves through this social language.

Case Study

This case study shows how Lockheed Martin, a space exploration brand, created the first group virtual reality experience with its 'Field Trip to Mars' campaign in the US.

Case Study

This case study details how The New York Lottery, a jackpot game, reversed declining sales by tapping into New Yorkers' 'can do it better' attitude with the 'You'd Make a Way Better Rich Person' campaign.