Morning Brew - ☕️ Case of Natty

Natural Light shows Phoebe the future.
Morning Brew January 18, 2021

Marketing Brew

Impact

It’s Martin Luther King Jr. Day. And you know what that means—because it's a holiday, this edition is a little bit special

In today’s edition: 

  • Natural Light did a thing
  • French Press
  • ICYMI

Phoebe Bain

CAMPAIGNS

Seeing the Future of In-Person Marketing Through a Beer Can Crystal Ball

Natural Light

Natural Light

Last Wednesday, Natural Light made a rare pandemic-era foray into in-person experiential marketing. I went to check out the event, in which the beer pong brand of choice unveiled "the world's most expensive piece of art" in NYC's Grand Central Station.

  • Made up of 2,600 real college diplomas from graduates across the country, the value of “Da Vinci of Debt” is derived from the average total cost of a four-year college education—$180,000. 
  • If you do the math, the exhibition is valued at $468 million. 

The future of marketing exhibitions is virtual—kind of

On January 13, face covered with a brand new N95 mask, I met Anheuser-Busch InBev VP of Value Portfolio Daniel Blake at the Da Vinci itself. Here’s what you can learn about the near future of in-person experiential marketing from our conversation. 

On pandemic timelines: Just as NYC restaurants are adapting to Covid-19 restrictions through outdoor dining structures, experiential marketing is finding similar workarounds. 

  • “We had actually planned to launch this exhibit back in May or June of last year, but obviously with everything going on, we held off,” Blake said. “We felt now is the right time to do it because we have all the protocols in place to do it in a safe way.” 

On the pandemic driving virtual exhibitions: In this awkward time between the pandemic’s reign and the vaccine rollout, Blake thinks in-person marketing exhibitions are best used to drive interest in digital experiences surrounding them.

  • The exhibit tapped both classics (a photo/video gallery on the A-B website) and rising stars (a Snapchat AR lens) for its digital components.

Virtual exhibits need high engagement

Speaking of fuel for virtual marketing exhibitions, there are more ways to drive engagement than just walking past an art piece in Grand Central. For instance, Natural Light used a play on user-generated content (UGC) to assist Da Vinci of Debt’s engagement metrics. 

  • “We rented each diploma for a hundred dollars from people from all over the country,” Blake said.
  • Knowing Natty Light actually sourced the diplomas from real grads gave the exhibit a more UGC feel—if your diploma’s actually in this thing, you’re more likely to share via social and word of mouth.

Why it matters: Sourcing user-generated diplomas (UGD?) not only drives interest among participants and their networks, but could also sit well with the average viewer. 

  • A 2020 Stackla survey cited by HubSpot in June found that consumers find UGC 9.8 times more impactful than influencer content, and 79% of people say UGC “highly impacts their purchasing decisions.” 

My takeaway: As the pandemic rolls on in the US, expect in-person marketing exhibitions to trickle back into the conversation slowly and carefully. While we’re all still doing our best to physically distance and follow CDC protocols, the virtual components those exhibitions or events launch feel more important. 

        

SPONSORED BY IMPACT

This Is Hot

Impact

Paid search, you used to be the primary revenue driver for many companies. But guess what? You’re not the hottest channel on the business plan anymore. 

That distinction now belongs to partnerships. If you’re wondering why, Impact has put together an e-book called What’s The Channel Hotter Than Search?

It’s got all the details that reveal why partnerships are becoming a bigger engine for customer acquisition and revenue every day. 

You’ll also learn:

  • Why standbys like sales, marketing, and now paid search are not key to growth anymore
  • The wide array of partnership types available and how to choose what’s right for your business
  • How to establish, manage, and optimize partnerships for maximum revenue

Get Impact’s e-book on the hotter than hot partnerships channel here.

FRENCH PRESS

More Marketing Tips to Make You Fancy

French press

Francis Scialabba

Instagram: Buffer spoke with Emma Ward, marketing manager for the New England smoothie bar The Juicery, about her two-pronged approach to finding the best times for The Juicery to post.

Strategy: If you’re like me, you love a good competitor analysis sesh—find out how to get the most out of your rival’s advertising strategy here

Copywriting: Read about the case for using abstract language in your ad copy—controversial, no? 

Books: Check out the 19 best marketing books for your 2021 reading list. 

Influencers: If it’s your first time reaching out to influencers for your brand, or if you’d just like to feel less awkward about it in general, look no further than this template.  

More influencers: Morning Brew’s Business Casual podcast host Kinsey Grant sat down with Cassey Ho—the “genius behind the Blogilates empire,” to chat about how fitness influencers basically paved the way for the Peloton lifestyle we know today. Listen here.

Jobs: LinkedIn recently put out a list of the 15 most in-demand jobs for 2021—see which marketing gigs made the cut.

Lives: At this point, I think we can all agree that Facebook Lives < Instagram Lives. But that doesn’t mean you should give up on ye olde FB…here’s how to make your Facebook Live videos more interesting.

        

SPONSORED BY ITERABLE

Iterable

Save the date so you can save the day. Mark your calendar for the virtual marketing conference of the year—Activate Live on April 7—and become a customer experience superhero. You’ll learn how brands establish long-lasting, individualized relationships with their customers at scale—from big shot brands themselves. Think visionaries like Airbnb, Asana, Zillow, and Warby Parker, who’ve attended in years past. Reimagine the customer experience at Activate Live. Register for free, right here.

AD ANTIQUES

 

Vintage Ad Browser

I’m just a girl, standing in front of a 1945 cigarette ad, asking the designers behind it what that world was like.

PASS THE MIC

Cannes Lions

Francis Scialabba

ICYMI, the team at Cannes Lions wrote an op-ed for Marketing Brew on the trends that emerged in 2020 which it expects will endure in 2021. 

Read it here . 

SHARE THE BREW

Fresh off the press: brand new Marketing Brew stickers.

Click here to get free swag.

All you have to do is share your link with 5 friends or colleagues and this sticker sheet is yours.

Hit the button below to learn more and access your rewards hub.

Click to Share

Or copy & paste your referral link to others:
morningbrew.com/marketing/r/?kid=303a04a9

Written by @notnotphoebe

Was this email forwarded to you? Sign up here.

WANT MORE BREW?

  Business podcast → Business Casual

ADVERTISE // CAREERS // SHOP

Update your email preferences or unsubscribe here.
View our privacy policy here.

Copyright ©2020 Morning Brew. All rights reserved.
40 Exchange Pl., Suite #300, New York, NY 10005

Older messages

☕️ Signal boost

Monday, January 18, 2021

The content to commerce flywheel keeps on spinning. January 18, 2021 Retail Brew TOGETHER WITH Bazaarvoice Good afternoon. Virtual Brew HQ is closed to observe Martin Luther King Jr. Day. Ahead, we

☕️ Fleet

Monday, January 18, 2021

Waymo's New Year's resolutions January 18, 2021 Emerging Tech Brew TOGETHER WITH Gatsby Good morning. Happy Martin Luther King Jr. Day. Today we have a shorter special edition newsletter for

☕️ With great power...

Monday, January 18, 2021

How should the Fed address racial inequality? January 18, 2021 View Online | Sign Up Daily Brew TOGETHER WITH Policygenius Good morning. US financial markets are closed today to honor the life of Dr.

☕️ Woof

Sunday, January 17, 2021

The $100 billion industry of kibble and other bits January 17, 2021 Light Roast TOGETHER WITH Justworks Hi everyone and welcome to Light Roast, the Brew's Sunday newsletter for readers with 3+

☕️ Race is on

Saturday, January 16, 2021

A serial entrepreneur is on the move... January 16, 2021 View Online | Sign Up Daily Brew TOGETHER WITH Bose Good morning. So many things in this world are better crispy, but not dead Christmas trees.

You Might Also Like

Trump Would Need New Tactics to Steal the 2024 Election

Thursday, March 28, 2024

Columns and commentary on news, politics, business, and technology from the Intelligencer team. Intelligencer early and often Trump Would Need New Tactics to Steal the 2024 Election Many avenues Trump

Let’s go fast

Thursday, March 28, 2024

Plus: The worst cleaning tool we've ever tried ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏

Friday Briefing: Sam Bankman-Fried gets 25 years

Thursday, March 28, 2024

Plus, three video game adventures for the weekend. View in browser|nytimes.com Continue reading the main story Ad Morning Briefing: Asia Pacific Edition March 29, 2024 Author Headshot By Justin Porter

Elevate Your Events: Exclusive Discount Inside!

Thursday, March 28, 2024

Explore the future of events at #NWES2024, April 3-4 in Seattle! GeekWire is pleased to present this message to our Pacific NW readers. Explore the future of events at #NWES2024, April 3-4 in Seattle!

Framing a Pitch

Thursday, March 28, 2024

Opening Day Edition ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏

☕ We’ll be watching you

Thursday, March 28, 2024

Tag Heuer's watchmaking apprenticeship program. March 28, 2024 Retail Brew PRESENTED BY Listrak Hey hey, everyone. It seems people are unsure whether 7-Eleven's hot dog-flavored sparkling water

Inside Spokane’s push to build the next great U.S. tech hub 

Thursday, March 28, 2024

New app allows Amazon One palm-tech signup | Women's clothing startup sees pockets of opportunity ADVERTISEMENT GeekWire SPONSOR MESSAGE: The GeekWire Awards return May 9, 2024: Celebrate the

☕ Double or nothing

Thursday, March 28, 2024

Why GroupM is doubling its clients' investment in women's sports. March 28, 2024 Marketing Brew PRESENTED BY Iterable Happy Thursday. In honor of National Gelato Day, Talenti created the

Kahneman Quotes, The Future of Creativity, and the Magic of How I Built This

Thursday, March 28, 2024

Ten stories that have given us creative inspiration this week ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏ ͏

Rejection Dust

Thursday, March 28, 2024

Are you, like Toni Morrison, looking for something more interesting to read? Rejection Dust By Caroline Crampton • 28 Mar 2024 View in browser View in browser The Dust Of God Sam Kriss | Numb At The