With a respectable backstory, authentic social media support from her Canadian followers and a connection with sports and fashion, there’s no doubt Winnie Harlow is an influencer to watch.
Over the past few years, we’ve seen millennials' interest in the culinary space increase as they seek to stay up-to-date with food trends, celebrity chefs, and events associated with their city’s hottest restaurants. MKTG looks at the benefits brands are experiencing by partnering with a celebrity chef in their latest campaigns.
New technologies are emerging in the event space to better understand the thoughts, actions and habits of consumers and how this can affect the development of on-site activations. On-site experiences are about connecting the consumer to a brand and creating a relationship that extends beyond the present moment. The technology we discuss at our Roundtable is bridging the gap between collecting passive data such as impressions to collecting active data—the human impact—such as emotions and consumer behavior which ultimately assists in the tailoring of experiences to what the consumer wants.
With the World Cup bringing in over 3 billion viewers as one of the highest watched events in the world, brands are getting creative when marketing their products to capitalize on this global event. While official sponsors have made the significant upfront investment to secure their place in the action, many non-sponsor brands use “ambush marketing” (the practice by which a rival company attempts to associate its products with an event that already has official sponsors) —tapping into the attention surrounding the event without actually becoming a sponsor—to generate PR buzz and social chatter.
The cannabis category has presented many sponsorship challenges for brands in Canada. As current cannabis regulations are still foggy, brands have been scrambling to maneuver around regulations when working with properties. MKTG looks at how cannabis brands are operating around these regulations and the future of the cannabis category.
The mental health of athletes has been a growing conversation. An increasing number of athletes, including the most notable players belonging to major league teams, are sharing their battle with mental health. The stigma is being broken that athletes must retain issues regarding their emotional, psychological, and social well-being, in order maintain a strong image for their team and in the public eye.
Last year, we discussed at our roundtable the prevalence of pop-up stores and how this activation technique was being used by a variety of brands from Haagen-Dazs to Heineken. The trend continues to explode as brands continue to implement more innovative pop ups such as American Express launching a pop-up restaurant in Toronto in collaboration with Chef Gordan Ramsay and other notable chefs from across Canada. Brands have been using pop-ups to test and sell products in any market and garner brand awareness quickly. With these reasons and more, MKTG breaks down some key benefits brands are experiencing from implementing pop-ups in their strategy.
MKTG sat down with Amber Moyle, Director of Development & Special Events of Pride Toronto, to discuss how sponsors are getting involved with this year’s festivities and how they showcase their dedication to the LGBT community beyond the parade.