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Article

State Farm, the insurance company, has successfully driven engagement with eSports fans, an audience skewed towards millennial males.

Case Study

New payment option Hotlink Cash Online newsjacked a popular internet trend to increase uptake of its payment service among Malaysians.

Case Study

Quick-service restaurant brand KFC used a collaboration with a ghost-hunting game to increase restaurant traffic and sales, by appealing to a young audience in China.

Article

Dr Pepper, the soft drinks brand, is leveraging the power of eSports to connect with young consumers around a deep passion point.

Article

Dr Pepper, the soft-drinks brand, is using a nuanced strategy as it pursues eSports marketing.

Article

Advertising researchers do not understand fully the impact different advertisement placement and delivery vehicles have on the mobile user's experience.

Case Study

Defence Force Recruitment, a recruiter for the Australian Defence Force, positioned itself as a 21st Century employer by driving operational change that delivered record recruitment rates.

Article

The National Football League (NFL) is using eSports as a means to reach multiple audiences thanks to a partnership with Electronic Arts, the gaming company.

Data

This report summarises the latest research from WARC's Data platform, with a focus on online video advertising. Key findings include: 

Article

Bose, the audio equipment manufacturer, is using sponsorship in an increasingly nuanced and powerful fashion to build its brand.

News

SAN FRANCISCO: Marketers who use AdMob, Google’s mobile ad platform, can now advertise directly on games developed by Unity Technologies after the two companies entered a strategic partnership.

Article

Gillette, the shaving brand owned by Procter & Gamble, has tapped the power of eSports to engage with young consumers.

Article

Provides an overview of the Skittles 2018 Super Bowl campaign and explains how an ad that nobody saw led to a 7% sales increase.

Article

Unconventional marketing techniques are proving popular with some brands that are seeking to stand out from the rest of their US competition.

Article

explores how gaming platforms, which allow brands and products to be promoted via means such as sponsorship or in-game advertising, can enable brands to build reach.

Gunn Report

The confectionary brand, Skittles, used the US Super Bowl to reach the masses by showing an exclusive ad to just one teenage fan, the public could watch his reaction via a Facebook live stream on Super Bowl Sunday.

Opinion

Gaming is mainstream in China, where more than 200 million people engage in eSports. But for marketers to succeed in gaming requires a unique approach, says Liu Yi of the Mindshare Gaming Hub.

Research Paper

This conference note discusses a novel method of obtaining an implicit measure of how Brexit identity primed discriminatory behaviour.

Case Study

Sweets brand Skittles drove a sales lift and captured the attention of a vast audience in the US with an unexpected Super Bowl commercial.

Case Study

World of Tanks, a video game brand, launched a campaign in the US to increase brand awareness.

Case Study

IKEA, a furniture manufacturer, launched the Game of Throws campaign in the UK to keep IKEA current.

Research Paper

Media professionals and scholars have examined the influence of media context on advertising effectiveness for more than 50 years, but clarity regarding media-context effects remains lacking, amid an abundance of mixed results.

Case Study

Beko, a consumer electronics company, used a social media chatbot to connect with football fans in Turkey and improve brand metrics.

Case Study

German telco Deutsche Telekom used mobile and social channels globally for the launch of the Sea Hero Quest game (mobile and VR) that provided a vast data set to be used in dementia research.

Article

Global strategies, campaign updates and trends in the energy drinks category.