So you got people to come to your marketing event. Now what?

Adam Salacuse, founder of experiential marketing activation company Alt Terrain, told us that he often has to remind clients to incorporate first-party data collection into their experiential activations so that customer interactions aren’t just one-and-done.

“It’s unfortunate because really the end goal is, ‘How do you have impact beyond your [event]?’” he said.

We spoke with Salacuse and other experiential marketers about their tips for capturing first-party data at branded events.

Time and place: Dave Kersey, chief media officer at GSD&M, told us that the agency often builds pre- and post-event data collection into events—from asking people to sign up beforehand to thanking them for their attendance and offering to keep in touch afterward.

• “We do see success from both, because ultimately, if someone’s signing up, they’re interested at some level,” he said. Post-event, he added, people are “more connected to the brand, they’ve experienced it, they’re doing it proactively because they want more from the brand,” which could indicate a better return rate.
• During an event, Salacuse said one way to collect data is by featuring activities that require contact, like a photo booth where people enter their email address to receive the photos. From there, he said, the brand can follow up to see if the customer would like to continue the relationship.

Keep reading here.—KH

Staring at a little screen while watching a big screen is pretty much the norm these days.

And ahead of this year’s Super Bowl, platforms like TikTok and Twitter seemed to be vying for viewers’ little-screen attention. TikTok offered ad credits to advertisers who spent money on Super Bowl campaigns; according to the Wall Street Journal, brands that spent at least $200,000 could receive ad credits worth 5% of their total spending, up to $15,000.

Kristyn Cook, CMO of State Farm, confirmed to us that State Farm was one of the brands that took advantage of TikTok’s incentives this year, though she would not disclose the company’s spend on the platform. Rather than pay roughly $7 million for a 30-second TV ad, she said the brand was able to spend less on a TikTok-only campaign.

“Financially, obviously, we found some efficiency,” she said. “But beyond that it was really approached in terms of…the big game came to us [at State Farm Stadium] and so let’s be creative in how we amplify it.”

After the game, we talked to Cook about how the brand’s TikTok campaign went. Click here to keep reading.—KH

By now, you’ve probably heard about “deinfluencing,” one of the latest trends to take over TikTok.

To recap: With more than 250 million views on TikTok, the term “can more or less be defined as a pushback against trendy (and often expensive) products promoted or recommended by influencers,” we wrote earlier this month.

• Some have said that deinfluencing is actually just another form of influencing, as some people are using the opp to plug different kinds of products, often less expensive ones. “It may be cheaper, which during a time of crisis or when money’s tight, may be better,” Claudia Ratterman, director analyst at Gartner for Marketers, told us. “But it’s like, ‘Buy this instead of that,’ so you’re still influencing.

Looking ahead: Last week, we asked readers if you thought deinfluencing would have a material impact on influencer marketing strategies going forward. Nearly half of you thought it would—48%, to be exact—while 19% didn’t think it would and 33% said you weren’t sure.

If you’re shifting your strategy thanks to the trend, send us a note—we’re curious to know what changes you’re making.

This week’s poll: Last week, WPP’s CEO said he thinks the company’s clients “want to start to look about how they can come back onto Twitter.” On the whole, do you think advertisers are returning to the platform?

Yep, seems like it
🟡 Hard to tell
Not quite yet

There are a lot of bad marketing tips out there. These aren’t those.

Case study: A look at the way Axe “tapped into internet culture” for a recent campaign.

Up to speed: Google has made some updates to Performance Max campaigns. Read about them here.

Make it work: LinkedIn has outlined “seven types of top-performing B2C ads” on its platform.

Brace for impact: Undertone’s high-impact advertising solutions are built to drive full-funnel results. From display and CTV to awareness and performance, see how Undertone’s cross-channel solutions can deliver for your brand.*

^{*This is sponsored advertising content.}

Catch up on a few Marketing Brew stories you might have missed.

• The marketing behind the six-figure gift bags given to Oscar nominees
• Wondery hires former Spotify exec to lead ad efforts
• How to make text-only content for Instagram and TikTok