Innholdsfortegnelse for November 21, 2022 i Adweek

Fox Sports has embarked on its largest marketing campaign in network history ahead of the 2022 FIFA Men’s World Cup in Qatar, which began Sunday. The network’s multilevel campaign, “ ‘Tis the FIFA World Cup,” centers on the holiday season as the tournament takes place in the fall for the first time. It kicked off in July with a spot starring Jon Hamm as Santa Claus, irritated that he’ll be sharing the seasonal spotlight. Other spots included Tom Brady, Mariah Carey and the U.S. Men’s National Soccer Team. There will be a Macy’s Thanksgiving Day Parade World Cup-themed Balloonicle named Striker, the U.S. Soccer Star—the first time Fox Sports has had a balloon in the parade—and public watch parties of key World Cup matches in New York. Snow globe installations are…

As passengers and airline marketers head into the busy holiday travel season, 2022 summer numbers from travel data firm Cirium show how the top four U.S. carriers have struggled with delays and cancellations. AMERICAN AIRLINES DOMESTIC MARKET SHARE: 18.1% FLIGHTS DELAYED 22.6% FLIGHTS CANCELED 4.4% SOUTHWEST AIRLINES DOMESTIC MARKET SHARE: 17.1% FLIGHTS DELAYED 29% FLIGHTS CANCELED 1% DELTA AIR LINES DOMESTIC MARKET SHARE: 17.1% FLIGHTS DELAYED 16.9% FLIGHTS CANCELED 3.1% UNITED AIRLINES DOMESTIC MARKET SHARE: 14.6% FLIGHTS DELAYED 19% FLIGHTS CANCELED 4.2%…

When wellness brand Liquid I.V. flowed into the gaming category with creator sponsorships on Twitch, it was entering uncharted territory in its 10-year brand history. Liquid I.V. felt its brand was endemic to gaming and saw Twitch as a massive opportunity to reach games through livestreaming, as the Amazon-owned platform averaged 2.78 million concurrent viewers in 2021, a 31% increase year over year, according to Twitchtracker. “The pandemic certainly triggered a huge boom in gaming from both a playing and viewing perspective,” Liquid I.V. brand director Brittany Shaw told Adweek. “People really were looking for ways to not only distract themselves but also as a way to connect with others during a time where there were a lot of social limitations.” Previously, Twitch didn’t allow streamers to broadcast livestreams on…

Don’t count out the American shopping mall. A new report from foot traffic analytics firm Placer.ai looked at malls nationwide to discover what amenities are luring back customers, from unexpected retailers to entertainment destinations. In August 2021, York Galleria Mall in Pennsylvania replaced a defunct Sears store with Hollywood Casino by Penn Entertainment. The month the casino opened, visits were up 31.4% compared to the same month in 2019, and dwell time increased by 10 minutes over the previous month. And last April, Surge Entertainment by Drew Brees, a 60,000-square-foot entertainment and restaurant complex, took over the space previously occupied by a branch of the Virginia College technical school in Louisiana’s Pierre Bossier Mall. Foot traffic had been down 30.1% the previous month compared to 2019; during opening month, visits…

Iceland has become known in recent years for tourism campaigns that stand apart with outlandish ideas featuring ponies and Mark Zuckerberg look-alikes. This time, it’s calling on space tourists to come there instead, highlighting its naturally surreal landscape as a viable alternative to otherworldly environments—not to mention being a cheaper and more environmentally friendly trip with unlimited oxygen, fresh food and geothermal spas. “Iceland. Better Than Space” was created by creative agency SS+K.…

For the entire fall, our editorial team has been busy putting our heads together and honoring the premier brands, marketers, shows, campaigns, publishers and other worthy standouts across the entire industry through a variety of awards packages. But in this issue, we put the big decisions in your hands, via our fourth annual Adweek Readers’ Choice: Best of Tech Partner Awards, which spotlight the top advertising and marketing technology providers and leaders. Our Adweek audience rose to the challenge, selecting the outstanding performers in ad tech and mar tech across 33 different categories. So be sure to find out which demand-side and supply-side platforms, addressable TV solutions and online audience measurement offerings were selected by you and your peers. While the Adweek community was celebrating the Best of Tech, senior tech…

While experts have long advocated for eliminating silos within companies, the marketing and human resources teams have historically never had much reason to collaborate. In fact, they’re kind of polar opposites: One is distinctly external while the other is internally focused. Now, however, HR priorities like recruitment, retention and relationships are increasingly becoming key marketing focuses as well. That’s because marketers are realizing the hiring process impacts overall branding—and revenue—so they are working more closely with HR to ensure a better overall experience. For companies that have worked on this synchronization, the result is both better relationships and bottom lines, as well as the potential for product innovation. HR’s impact on a brand is “a huge blind spot” for many marketing departments, according to HR podcaster Chad Sowash. But at several…

Prices of bitcoin and other major digital tokens have plunged in recent weeks after FTX, one of the biggest cryptocurrency exchanges, filed for bankruptcy on Nov. 11. FTX CEO Sam Bankman-Fried, previously seen as one of the most prominent luminaries in the crypto community, also announced his resignation that same day. The implosion came after the company faced a liquidity crisis as users attempted to withdraw their funds en masse and a proposed merger with rival exchange Binance fell through. Given FTX and its star CEO’s place at the heart of the crypto world, the collapse has shaken the digital token market to its core and called into question many of the underlying assumptions around how cryptocurrencies operate. The crisis follows another similar collapse of the TerraUSD coin and its…

While Fox Sports spreads awareness of the World Cup, beloved fictional soccer coach Ted Lasso is stepping in with inspirational messages for the U.S. Men’s National Soccer Team ahead of the tournament. A series of billboards popped up in players’ hometowns last week, each featuring a funny and lengthy message of hope in Lasso’s iconic, idiosyncratic style. One message addressed to Tim Ream of Fulham Football Club compares the player to a bright light that Lasso can’t wait to see in action. Apple’s Emmy-winning comedy series previously worked with the U.S. Women’s National Soccer Team to reveal the names on its Tokyo Olympics roster.…

The travel industry spent much of 2022 selling passengers on its comeback. Now after a summer of staff shortages, delays and cancellations, airlines are trying to redirect passenger expectations in time for holiday travel. The outlook seemed far more promising earlier this year. Booking.com, Expedia, Turkish Airlines and Vrbo all bought Super Bowl ads, while the Department of Transportation’s Bureau of Transportation Statistics (BTS) saw air passenger numbers increase 80% through June. But that comeback stumbled as inclement weather, a staff and pilot shortage, and the continued effects of Covid-19 on those depleted ranks contributed heavily to a logistical nightmare. BTS said nearly 21% of all flights during the first six months of 2022 were delayed, the worst airline performance since 2014—and 3.2% of all flights (106,000) were canceled outright.…

Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. In October 1989, NBC executives received the test results for a new sitcom—and they were bleak. The show was simultaneously “ordinary” and “unbelievable,” “familiar” and “disorienting.” As a result, “no segment of the audience was eager to watch the show again.” Most networks passed on it, including NBC. Still, there were a handful of executives who saw potential in the program, enough to reverse course and scrape together funding for a four-episode initial run. And so, Seinfeld was born. Of course, in hindsight, it was a brilliant decision. Still, none of the executives who greenlit that “unlikeable” pilot could have known that—and today, many marketers face…

Adweek’s Europe bureau kicked off November with two marquee events in London: Social Media Week Europe, and making its debut across the pond, Brandweek Europe. At SMW, the theme was “Embrace Digital Disruption,” from Web3 and the metaverse to NFTs and new opportunities on the horizon. Marketers learned how to decode the new rules of engagement wrought by these groundbreaking technologies and platforms over three days of panels, workshops and one-on-ones, with guests including TikTok U.K.’s James Stafford and Reddit’s Marissa Bell. European audiences also got a taste of Brandweek with a special one-day forum to “Get Clarity on Marketing Complexities.” Guests unpacked the major economic, environmental and societal issues expected to define the year ahead and key strategies influential marketers and advertisers are implementing globally to drive their brands…