LEGO Builds Full-Sized, Drive-able Bugatti Supercar To Prove New Brand Slogan

LEGO built a functioning, full-sized model of a Bugatti Chiron out of Technic blocks to prove the slogan, “Build for Real.” The car was unveiled on Thursday during the Grand Prix Formula 1 in Monza, Italy—an event that attracted over 185,000 fans last year.

The 1:1 reproduction was made out of over a million LEGO Technic elements and drives up to 18 mph, using 2,304 Technic motors and 4,032 Technic gear wheels. The rear spoiler raises, the speedometer works and the whole interior from seats to steering wheel was recreated entirely in Technic LEGO blocks. LEGO even created new types of transparent and load-bearing Technic parts just for this project.

“We wanted to push the boundaries of our own imagination,” Lena Dixen, senior vice president of product and marketing at the LEGO Group said in a statement. “[The Bugatti Chiron model is] a fascinating example of the LEGO Technic building system in action and its potential for creative reinvention.”

LEGO won’t be winning any races with its Technic Bugatti, but the project is a first for the brand. It is the first fully-functional, self-propelled, life-size car made of LEGO Technic blocks. Despite its complexity, the blocks have not been glued together.

The project was developed through a partnership with Bugatti who lent its official pilot, Andy Wallace, to test drive the finished LEGO model. In June, LEGO released a 1:8 Bugatti Chiron set that included 3,600 pieces and numerous details, down to an overnight bag under the hood. The set’s designer, Aurelien Roufflage, and his team decided that taking the kit full-sized would be the ultimate challenge in difficulty.

Not every consumer will be able to afford a $2.9 million Bugatti Chiron or the million parts needed to build their own full-sized version out of LEGO. However, the project succeeds in proving a point about the Technic block capabilities overall.

LEGO Group reported a decline in revenue for 2017 but CEO Niels B. Christiansen assured investors they would stabilize the business through product investment, effective global marketing and improved execution.

As for Bugatti, the luxury sports car brand is promoting its new Chiron model through several brand partnerships that include a watch by Parmigiani Fleurier and a limited edition bicycle by PG.

Bloomingdale’s Building Out Experiential Focus Through Revolving, Themed Pop-Ups

Brick and mortar retailers have taken major hits in recent years with more shoppers, particularly millennials and Gen Z, going online with their phones to purchase clothes and other goods instead of stepping foot in malls. But retailers can adapt to evolving shopping habits by offering pop-up experiences that encourage shoppers to visit physical locations.

Bloomingdale’s is the latest department store chain to recognize this trend, and it is fully embracing it by dedicating a large portion of its floor space to permanently host pop-up installations.

The spaces, called The Carousel, will take up over 1,000 square feet at each of four Bloomingdale’s stores in New York and California. The first themed event is called “Urban Explorer,” which launched on September 6 with massive wall video displays featuring New York City. Meanwhile, Carousel will showcase sportswear and accessories from brands that are both current and new to Bloomingdale’s. Each exhibition will be hosted for two months before switching to a new theme.

This comes shortly after Bloomingdale’s parent company Macy’s acquired the New York City experiential retail company ‘Story’ in May, appointing its founder and CEO Rachel Shechtman as brand experience officer.

Bloomingdale’s seeks to use these ongoing pop-up events to attract both locals and tourists to its stores. Plans for the spaces also include food tastings and fitness classes, and attendees can already look forward to trying out Cioccolada vegan chocolates in addition to meditation classes.

“It’ll be like a Broadway show, with limited showing,” Bloomingdale’s executive vice president and chief marketing officer Frank Berman in an interview. “That’s the sense of urgency we want to have around the space.”

The Carousel will debut in two New York City locations in addition stores in San Francisco and Century City, and will be designed to stand out as though they’re separate boutiques. If they prove successful, the installations could find their way to additional locations. Shoppers will be able to preview the experiences online from the Bloomingdale’s homepage and through related video content.

This Week’s Exec Shifts: NFL, Buffalo Wild Wings And MoneyLion Name Marketing Chiefs; Jack In The Box CMO Departs

This week, Jack in the Box’s CMO departs after 13 years while the NFL, Buffalo Wild Wings, MoneyLion and others hire marketing chiefs.

Check out our careers section for executive job openings and to post your own staffing needs.

Jack in the Box CMO Exits

Iwona Alter, Jack in the Box’s chief marketing officer, announced that she is departing from the fast-food franchise after serving for almost 13 years at the company. This marks her final week with the company, but no reason was given for the departure.

NFL Hires Former Activision CMO

The National Football League announced that Tim Ellis has joined the organization as its chief marketing officer. Ellis most recently served as CMO at video game publisher Activision Blizzard. Prior to that, he served in global executive marketing roles at Volkswagen America and Volvo. He officially steps into his new role on September 17 and will lead the NFL’s marketing by directly overseeing its research, content development, consumer engagement, advertising, promotions, marketing operations and branding.

Hotel Marketer Joins Buffalo Wild Wings

Buffalo Wild Wings announced that the former head of global marketing for InterContinental Hotels Group, Seth Freeman, has joined the casual dining franchise as its chief marketing officer. In the newly created position, Freeman will be responsible for the company’s culinary, digital, advertising and guest experience activities. Buffalo Wild Wings’ parent company, Inspire, was created with Arby’s purchased the restaurant chain in 2017.

Luxury Yacht Brand Hires Ex-British Airways Marketer

Oyster Yachts has brought Abigail Comber on board as its new chief marketing officer. She most recently served as the head of brand and marketing for British Airways, and will be responsible for Oyster’s branding and marketing strategy when she officially steps into the role on November 1.

Consumer Tech Company Names Marketing VP

Hisense USA announced that Peter Erdman has been promoted to vice president of marketing and business development. Erdman has been with the company for over six years, most recently as vice president of sales. He will continue help move the company’s marketing and brand development forward, creating broader awareness of Hisense products in the US.

New Marketing VP Joins Biopharmaceutical Company

Tetra Bio-Pharma, which specializes in cannabinoid-based drug discovery and development, has hired Steeve Neron as its new vice president of marketing, which went into effect on August 20. In this role, Neron will be responsible for all of Tetra Bio-Pharma and Tetra Natural Heath brands’ marketing activities.

Chief Marketer Leaves RealSelf

Tanja Omeze is exiting from her role as chief marketing officer for RealSelf, an online resource for those seeking cosmetic surgery. She served in the role since April, and the company said that they are parting on good terms.

Lending App Gains Marketing Chief

Consumer lending and savings app MoneyLion named Bill Davaris as its new chief marketing officer. Davaris previously served as a former creative director at advertising agency Ogilvy. He joins the company as it increases its efforts to expand into consumer banking.

Porsche Appoints N.A. Marketing VP

Porsche Cars North America has named Pedro Mota as its vice president of marketing. Mota previously served as president of the Americas for Rolls-Royce, where he oversaw initiatives for the US, Canadian and Latin America regions. The announcement describes his appointment as a “reunion,” given that he served in a variety of leadership roles for 13 years at Porsche before joining Rolls-Royce.

Avis Promotes Marketing Head

Vanessa Wolczak, formerly head of PR of Avis Budget Group, has been promoted to head of marketing and product across the Pacific region. In this expanded role, she will oversee the brand’s identity and communications for all products under the Avis and Budget brands. Before joining the Avis Budget Group, Wolczak served as the head of marketing for the Noni B Group’s Rockmans and Table Eight brands.

Bentley Promotes Exec

Bentley Motors announced that has promoted Jeff Kuhlman to chief communications and marketing director of the Americas, which brings together two previously separate positions. Kuhlman was the chief communications officer for the luxury car brand before accepting the expanded role.

Marketing Head Joins Isuzu Australia

Isuzu Australia Limited announced that John Walker has been named as its new head of marketing and customer experience. His promotion comes after severing two years as the company’s digital marketing manager.

FlexCareers Appoints Head Marketer

Australian technology platform and consulting company FlexCareers has appointed Michael Tan to the newly created role of head of growth and marketing. In this position, Tan will “lead a small team to do good work, for a good cause.” Prior to joining FlexCareers, he was the head of marketing at Expert360 and was an online marketing manager for Telstra International

Swiss Global Hires Marketing Head

Kate Francis has joined financial solutions provider Swiss Global at its Dubai offices as its new head of marketing and communications. She joins as the company increases operations in the Middle East. In this role, she will be tasked with Swiss Global’s digital focus to help make the brand more accessible and responsive to worldwide audiences.

Lund Picks Up Marketing Director

Lund International, which designs, manufactures and markets branded automotive accessories, has hired Lee McGuire to the role of senior director of marketing for Jeep and off-road. She will help oversee the company’s growth in the Jeep and light trucks markets.

CMO Joins Ecommerce Platform

Southeast Asian ecommerce company Lazada has named Juliana Nguyen to the role of group chief marketing officer. She will be responsible for leading the business and marketing functions across the region, which includes Singapore, Malaysia, Indonesia, Philippines, Thailand and Vietnam. Prior to joining Lazada, Nguyen served as the regional brand marketing director for Airbnb.

Hometree Hires CMO

UK-based smart home services company Hometree announced the appointment of Paul Lewis as its chief marketing officer. Lewis most recently served as the senior director of marketing for VoucherCodes before joining Hometree.

Indian Smartphone Brand Names CMO

Aniruddha Deb has been appointed as chief marketing officer for Mobiistar, the company announced. Deb was the vice president of integrated services at Cheil SW Asia prior to joining Mobiistar.

Ofo Japan Marketer Departs

Marketing director Mikihiko Hashimoto announced that he is departing from Chinese bicycle sharing company Ofo, which has been struggling in Japan since launching in the region in March.

Editor’s Note: Our weekly careers post is updated daily. This installment will be updated until Friday, August 31. Have a new hire tip? We’re looking for senior executive role changes in marketing and media. Let us know at

Job Vacancies 

Global Director, Brand Marketing Beats by Dre Culver City, CA
SVP, Franchise Marketing Sony Pictures Entertainment Culver City, CA
VP, Marketing Disney Burbank, CA
Head of Lifecycle Marketing Dropbox San Francisco, CA
Head of Performance Marketing Strategy Uber San Francisco, CA
Head of Marketing, Stephen Curry Under Armour Baltimore, MD

Make sure to check back for updates on our Careers page.

Snapchat Saves Chat Messages; Twitter Prepares For Political Ads

This week in social media news, Snapchat gives Instagram a taste of its own medicine and Twitter braces itself for an onslaught of political advertising.

Also, Twitter considers helping users clean up their timelines and Snap patents a way to measure the emotions of a crowd. Facebook makes its global video debut and pursues VR educational programs while Instagram plays protector with new tools. Snapchat Shows introduce ecommerce, Instagram gives its profile tab a makeover and young consumers in the UK prefer Snapchat over all over platforms. Meanwhile, Snapchat teams up with Tunemoji, YouTube lets more creators use unskippable ads and offers digital wellness tools, Instagram helps college students find each other and Facebook tells users what they have in common with strangers.

Snapchat Users Can Now Save, Delete Chat Messages

An update to Snapchat adds the ability to save or delete chat messages once they have been read. In addition, videos can be filed with a “Bounce” feature that replays a moment in a loop, similar to Instagram.

Why it matters: Snapchat got its start for deleting messages automatically once opened, offering a sense of privacy and something you had to keep checking. Now that users can save them, albeit only for 24 hours, they run the risk of leaving “evidence” behind. On the flip side, users who engage in multiple chat conversations can better keep track of them by saving. Time will tell whether users approve of the new save feature, at the time when Snapchat is trying to save face with Android users. The “Bounce” video feature, meanwhile, gives Instagram a taste of its own copycat medicine as Snapchat offers the ability to play moments back and forth on loop.

Details: Snapchat announced three big updates to its platform that could impact the way users interact with the app. For one, users can choose whether to save their individual chat messages for up to 24 hours instead of deleting them automatically. Secondly, users can delete chat messages they have already posted. The third update is a fun way to film videos and display key moments on a loop. Called “Bounce,” the feature works the same way as Instagram’s “Boomerang.”

Twitter Announces New US ‘Issue Ads’ Policy

Ahead of the inevitable flood of political ads coming our way, Twitter has announced new requirements (and exemptions) for advertising candidates or issues.

Why it matters: After the 2016 US Presidential Elections, transparency has become a top concern for social media sites that are used for manipulation. Allowing users to come to their own judgment about an ad while exempting the press from strict guidelines will place Twitter in a position of control over its content during a sensitive time.

Details: Twitter has enacted a new certification requirement for anyone that wants to place an ad on its platform calling attention to certain issues or political candidates. Advertisers must undergo a certification process to prove their location within the US and meet eligibility requirements. This applies to both political candidate ads (for/against) and issues related to abortion, civil rights, climate change, guns, healthcare, immigration, national security, social security, taxes and trade. Twitter says this list will continue to grow. Publications that report on these issues are exempt from the new requirements.

Twitter Tests Recommendations For Accounts To Unfollow

Twitter conducted a brief test this week in which the app suggested accounts to unfollow based on lack of interaction.

Why it matters: Gaining followers is a mainstay of Twitter users, who may not appreciate being reconsidered at the app’s suggestion. On the other hand, unfollowing accounts that you don’t interact with could open up the feed for content you would engage with.

Details: This week, a few Twitter users posted screenshots of prompts to reevaluate who they follow. “You don’t have to follow everyone to know what’s happening,” the app said. “Make sure you’re only following people that make Twitter great for you.” The company confirmed this test with Slate, adding that the test has concluded. There is no word at this time as to whether the feature will become an official one.

Snap Patents Ability To Read Group Moods

A patent filing by Snap, Inc. details a technology that would gauge the emotions of a group or attendees of an event based on their selfies.

Why it matters: As with any patent, a filing doesn’t necessarily mean that an idea will ever see the light of day. If Snap does end up using this patented technology, the filing describes a scenario in which event promoters would pay to measure the mood of their attendees.

Details: Snap, Inc. was granted a patent on August 28 for a system that measures and scores the emotions of a group of people posting on Snapchat. The filing shows examples of measuring a group selfie, as well as those attending a speech. The general idea is that Snap could help score the effectiveness of an event or particular location by analyzing selfies taken there.

Instagram Adds Tools To Verify Account Identities

On Tuesday, Instagram outlined three ways it is helping to keep its users safe.

Why it matters: Bots, imposters and foreign interference have social media users (and advertisers) feeling unsure about who to trust. These steps will help verify the identity of popular accounts, as well as point out any suspicious behavior like username changes. In addition, allowing access to third-party authenticator apps may help prevent a mass hacking event like the site experienced recently.

Details: Instagram has revealed three ways it is working to build trust around accounts that gain a lot of followers. “About this account” will offer details such as country of origin, accounts with shared followers, username changes in the last year and ads they are currently running. A new form within the Instagram app will allow users to apply for verification, i.e. the coveted blue checkmark next to their name. Applicants will be required to prove their identities. Lastly, Instagram will offer support for third-party authenticator apps that create a two-step log-in process.

Facebook Watch Gets Global Release

After a year in the US, Facebook Watch has been released to the rest of the world.

Why it matters: Facebook has worked out some of the kinks and added new features during Watch’s first year, allowing the brand to confidently release its video platform in other countries. More locations mean more potential ad revenue, which is Facebook’s bread and butter.

Details: Facebook’s video platform Watch has been granted a global release, the company announced on Wednesday. According to the company, more than 50 million people in the US come to watch videos on the Watch platform for at least a minute. In addition, total time spent watching videos in Watch has increased by 14 times since the start of 2018.

Oculus Educational Pilot Programs Foster New VR Content

Facebook is taking its Oculus Education Pilot Programs to schools, libraries and museums in three different countries.

Why it matters: Facebook is looking for more ways to engage users in VR outside of video games and is allowing others to figure out how to do this. While gamers tend to be early adopters of such technology, VR hasn’t proven to be the runaway hit that Facebook probably imagined when it bought Oculus in 2014.

Details: A new Oculus Education Pilot Program will launch in Seattle, Taiwan and Japan to “better understand how teachers, students, and various institutions can use VR for learning and collaboration.”A partnership with select public schools in Seattle will develop an educational program designed to create new content and train teachers on how to use VR. In Japan, efforts will focus on teaching remote students through VR and in Taiwan, Facebook is giving Rift and Oculus Go headsets to the Taiwan Internet and E-Commerce Association to distribute as they see fit across libraries and museums.

Snapchat Show Debuts Ecommerce With Adidas

Adidas is officially the first brand to offer purchasing integration directly into a Snapchat show.

Why it matters: Snapchat has recently begun offering purchases directly through its AR Lenses, and ecommerce integration may entice premium ad partners to its shows.

Details: A new show called “Fashion Five Ways” premieres on Snapchat on Tuesday and will offer its viewers first dibs on Adidas’ new Originals Falcon W sneakers. Viewers can swipe up during the show to purchase the shoes, marking the first time that ecommerce has been directly tied to Snapchat programming.

Instagram Tests New Profile Layout With Sidebar

Some Instagram users have noticed changes to their profile tabs that include a new sidebar.

Why it matters: The new sidebar allows users to save posts and discover new accounts to follow. This news follows last week’s announcement that users can view recommended accounts after all new content has been viewed.

Details: As reported by Android Police, Instagram is testing a new layout under the profile tab. The latest iteration removes but the user’s story archive and puts them under a new side menu, accessible by tapping the top right icon or by swiping from the right side of the screen.

Young Consumers In The UK Will Flock To Snapchat, eMarketer Predicts

New predictions by eMarketer suggest that Snapchat users in the UK will reach 16.2 million this year, with over a third comprising of those between the ages of 18-24.

Why it matters: Snapchat is on track to surpass Facebook in terms of young social media users. Facebook continues to attract more users overall, but is dropping in popularity within the 18-24 age group.

Details: According to new forecasts by eMarketer, over 90 percent of social media users in the UK between the ages of 18-24 will use Snapchat this year. By comparison, 83 percent of this demographic will use Facebook.

“These so-called Facebook-nevers are eating into Facebook’s user growth significantly,” said eMarketer senior analyst Bill Fisher. “While the media giant’s Instagram purchase looks to have been a shrewd move in as much that it’s picking up that young user base, it’s struggling to hold onto the coattails of Snapchat among these cohorts.”

Snapchat Adds TuneMoji Integration

TuneMoji users can now share musical GIFs on Snapchat.

Why it matters: Snapchat is looking for additional ways to attract and keep its user base as sites like Instagram continue to imitate its products. TuneMoji is one of the first brands to use SnapKit, first introduced in June.

Details: Snapchat has partnered with TuneMoji, a musical GIF site that allows users to share animated pictures. As of this posting, TuneMoji users have to share the GIFs directly from the app and cannot access them from Snapchat.

YouTube Offers Unskippable Ads To More Creators

Any creator on YouTube that qualifies to monetize their channel will soon have the option of choosing unskippable ads.

Why it matters: YouTube stands to make more ad revenue if said ad cannot be skipped. This may, in turn, translate to more income for YouTube content creators. Audiences may not be as excited, however.

Details: YouTube has announced on its Creator Insider Channel that the site will soon offer unskippable ads to all creators that quality for monetization. These ads would run between 15-20 in length.

Instagram Tests Groups That Connect College Students

Users on Instagram are being invited to connect with students from the same school and graduating year through “College Groups.”

Why it matters: The feature, first introduced on Facebook, is now being tested on Instagram. If successful, the app would allow schools to create groups and engage its students, while allowing them to connect individually.

Details: As reported by CNBC, Instagram users are able to join groups created by their alma mater. At this time, users are registered as current students despite their year of graduation, but testing will continue, using feedback from users.

Facebook Testing Feature To Connect Strangers

Facebook is trying out a suggestion feature that compares users and highlights what they have in common.

Why it matters: Facebook is looking for more ways to connect users and keep them on the site longer. If users aren’t opposed to sharing their personal information with strangers, the feature may allow more connections to take place based on common interests.

Details: A test is currently being conducted in the US called “things in common.” The suggestion is similar to how Facebook displays friends of friends to encourage more connections, but with strangers.

YouTube Rolls Out Digital Wellness Features

Google is continuing the digital wellbeing trend with features designed to help users manage their time online.

Why it matters: The tools allow users to choose how they interact with YouTube and not the other way around. Investing in user wellbeing not only allows YouTube to display responsibility for its role in people’s lives but helps the site encourage more meaningful interaction.

Details: YouTube has introduced new tools for users to manage their time on the site/app. Users can now choose a daily digest instead of instant notifications or disable them altogether. In addition, users can see how much time they spend watching videos through a dashboard.

Editor’s Note: Our weekly social media news post is updated daily. This installment will be updated until Friday, August 31. Have a news tip? We’re looking for changes to and news surrounding social media platforms as they relate to marketing. Let us know at

After Shelving Two Hats, MillerCoors Tries (Again) To Woo Millennial Tastes

MillerCoors announced a new brand of flavored alcohol beverages called Cape Line less than a month after shutting down its Two Hats beer. The new premium beverage is designed to hit key points in the market: consumer demand for flavored beverages and the desire for lower calories. Both appeal to younger consumers.

Cape Line will “enter a space that’s outperformed the beer industry as a whole over the 52-week ended August 4,”  according to the announcement, citing Nielsen all-outlet and convenience data. It also states that the top 16 brands in the space, which grew by 6 percent to $2.4 billion in sales in that same period. Additionally, flavored hard seltzers have grown by triple digits over the same period with a considerably smaller base.

“As a company, one of our top priorities is driving growth in above premium,” said Bryan Ferschinger, MillerCoors vice president of marketing for innovation and national crafts, in a statement. “In addition to building on the foundation of existing great brands like Blue Moon, Leinenkugel’s, Sol and Peroni, another way we’ll achieve growth in the segment is through innovation.”

He added that the new brand will be supported with a “robust national marketing plan,” when it launches in the spring.

MillerCoors launched the Two Hats beer brand earlier this year with the tagline, “good, cheap beer.” But despite an extensive experiential and digital marketing campaign across social media in partnership with College Humor, Snapchat, Spotify and others, the beer failed to catch on with millennials who generally prefer wine and spirits. This led the brewing company to discontinue the Two Hats brand in August, choosing to focus on improving Coors Light sales.

The Cape Line brand is designed to lean into the existing tastes of young consumers instead of seeking to change them, with an emphasis on flavor and low calories over price, but it is also entering a crowded market. Its introduction comes as US domestic beer sales are in decline among millennials.

MillerCoors has not responded for comment on what the Cape Line marketing campaign would entail.

Vitaminwater Is Going Rogue With Guerrilla Campaign

Comedic content marketing for Glacéau Vitaminwater xxx has been spotted in some unexpected places on the internet and in the real world. These promotions highlight fictional products, groups and characters from nonsensical movies about dogs to a fake university—each associated with a different Vitaminwater flavor.

Over the past month, the Coca-Cola Company has rolled out a number of ads for Glacéau Vitaminwater xxx that have one thing in common—they pretend to be marketing something else.

Dogs Lost In A Maze That Is Also In Egypt

This “maze-related action/adventure” appeared on Rotten Tomatoes as a full-page ad made to look like any another movie page on the site. “Financed” by Vitaminwater xxx, DLIAMTIAIE comes with a “Pome-Meter” of just three percent and admits that it lacks “any plot whatsoever.”

A trailer for the film launched on Rotten Tomatoes and also on YouTube, ending with a shot of Glacéau Vitaminwater xxx in Açaí-Blueberry-Pomegranate.

It’s Ya Boy Chaz Lemon

Yung Rind is a young rapper obsessed with lemons. He debuted four tracks on SoundCloud to promote his new album, “It’s Ya Boy Chaz Lemon,” in which he raps about topics like changing his name to something equally citrus-themed, likens dating to choosing produce and being acidic (or “a$$idic” if you’re a gangsta).

Although the fictional rapper’s bio doesn’t mention a specific flavor of Vitaminwater, it’s probably a safe bet to assume he prefers Squeezed Lemonade.

Kiwi-Strawberry University

This fictional college parodies real university marketing with a website and promotional video that highlights just how little its alumni know. K-SU offers a “medium-to-low” standard of excellence and offers its attendees the chance to do what they love, “as long as what you love is fruit-flavored things.” Classes offered range from a history of Kiwis to Criminal Law and Recess.

Hidden in the promotional video and also listed on the site is a phone number that when called, prompts a recording that you will be connected with Brandon as long as he can “squeeze you in.” According to the website, Brandon is a graduate of 2014 and he is waiting to offer long-winded advice about owning a headset. Thankfully (or not), he is not able to squeeze you in and the call is ended.

Also on the site is a fond farewell to Dr. Professor. Emailing him will send an out-of-office message saying he is wandering the globe in search of life’s great mysteries.

Xavier Xander Xenos

An article has been created on Wiki site Fandom that details a mysterious character called Xavier Xander Xenos. Claiming to be 3,000 years old, this grisly man in a hat and trenchcoat is the “last known renegade fruit flavor hunter of our time.” He seems to prefer the Açaí-Blueberry-Pomegranate, however.

On Reddit, a post on the r/mystery subreddit recalls an encounter in which Xenos was spotted in Tempe, AZ but used the glare off his Vitaminwater xxx to temporarily blind the spectator before disappearing.

The Fandom page warns that if Xenos is spotted, do not shake his hand, assume he is a magician, attempt to gather evidence of his existence and whatever you do, do not offer him dessert lest he do something “drastic.”

The ads have also been seen OOH, hiding in plain sight as consumers travel throughout the city. Some have taken notice, however, sharing photos of the covert ads on social media.

During the company’s Q2 earnings call, Coca-Cola’s CEO James Quincey noted that promoting reduced or sugar-free beverages has been successful globally, but especially in North America.

The Coca-Cola Company has not responded for comment.

Mobile, Content, Media And Entertainment Industries Set To Convene In LA For 2018 GSMA Mobile World Congress Americas, In Partnership With CTIA

With two weeks left until the 2018 Mobile World Congress Americas, the GSMA announced further details on the event, including recently confirmed speakers, exhibitors and sponsors, as well as updates on programs and activities at the show. Mobile World Congress Americas will take place September 12-14, 2018 at the Los Angeles Convention Center in Los Angeles.

“In just a few weeks, global leaders from the mobile technology and content, media and entertainment industries will converge in Los Angeles,” said Michael O’Hara, Chief Marketing Officer, GSMA. “Over three days, the spotlight will be on the exciting new opportunities delivered through mobile technology, not just in media and entertainment, but in many other areas that touch citizens’ everyday lives. Attendees will truly have the opportunity to imagine a better future.”

“Los Angeles is a global capital for media, entertainment and innovation — and the perfect home for Mobile World Congress Americas,” said Los Angeles Mayor Eric Garcetti. “We are excited to partner with GSMA to give pathbreaking startups and established players an opportunity to exchange ideas, explore new inventions and showcase the future of mobile technology.”

Latest Additions To Keynote Program

The GSMA announced several additional keynote speakers for the Mobile World Congress Americas conference program, with leaders from a wide range of organizations across mobile, content, media and entertainment, including:

  • Bill Gross, Chairman, IdeaLab
  • Esther Wojcicki, Journalist and Educator
  • Roger Lynch, CEO, Pandora
  • Dominique Delport, President of International, Vice International
  • Darcy Antonellis, CEO, VUBIQUITY
  • Sean Doherty, CEO, WURL, Inc.

CTIA President and CEO Meredith Attwell Baker will open CTIA’s policy sessions at Mobile World Congress Americas with a keynote address on Wednesday, September 12. The CTIA policy track will also include keynote remarks from David Redl, NTIA Assistant Secretary and Administrator and Brendan Carr, Mike O’Rielly and Jessica Rosenworcel, FCC Commissioners.

Beyond the keynote program, the three-day Mobile World Congress Americas conference will offer focused track sessions on a range of subjects, such as 5G, artificial intelligence (AI) blockchain, connected cars, the Internet of Things (IoT) and media, content and entertainment, among others. Newly confirmed conference speakers include:

  • Reagan Feeney, Vice President, Content Partnerships, Hulu
  • Gayle Troberman, Chief Marketing Officer, iHeartMedia
  • Trina Van Pelt, Vice President of Intel Capital and Group Managing Director, Intel
  • Trevor Fellows, Executive Vice President of Digital Partnerships, NBC
  • Gary Brotman, Head of AI and Machine Learning Product Management, Qualcomm
  • Rob Wilmoth, Principal Solutions Architect, Red Hat

For more information on the conference, including the agenda and complete speaker list, click here.

GSMA Summits At Mobile World Congress Americas

Mobile World Congress Americas will also include a series of GSMA Summits that explore a wide range of topics across mobile technology, media, content, sports, healthcare and diversity, among others.

Future Digital Health Summit
On Wednesday, September 12, the Future Digital Health Summit will showcase emerging trends and the latest innovations in mobile healthcare, with speakers including:

  • Ronan Wisdom, Global Lead, Connected Health, Accenture
  • Haley Sulser, Director of Operations, Greater New Orleans Health Information Exchange (GNOHIE)
  • Ali Modaressi, Executive Director, Los Angeles Network for Enhanced Services (LANES)
  • Harrison Lung, Partner, McKinsey & Company

Women4Tech Summit
Taking place on Thursday, September 13, the Women4Tech Summit will highlight leading practices and creative solutions to increase diversity in the workplace. New speakers confirmed for the Women4Tech Summit include:

  • Andrea Rey, Partner, EY
  • Rachel Samrén, EVP Chief External Affairs Officer, Millicom
  • Glenn Lurie, CEO, Synchronoss

For complete information on the GSMA Summits, click here.

The GSMA Innovation City – Focus On Intelligent Connectivity

The GSMA Innovation City returns to Mobile World Congress Americas for a second year, showcasing how intelligent connectivity – leveraging 5G, the IoT, AI and big data – is impacting and improving the lives of citizens, enterprises and governments around the world. Visitors will experience the impact of intelligent connectivity across sectors including entertainment, transportation, public services and industry, among others. Located in the LACC’s South Hall, the City features cutting-edge demonstrations from leading industry brands as well as GSMA programmes including Identity, Internet of Things, Future Networks and #BetterFuture. For more information on the Innovation City, click here.

200 Companies To Participate At 4YFN Startup Event 

Featuring exhibits, inspirational presentations, incubator activities, networking events, the 4YFN Americas Startup Awards and more, the 4YFN Startup Event will gather over 200 companies from around the globe, including innovative tech startups, venture capital firms and companies in verticals such as legal and fintech, among others. The GSMA announced several new speakers for the 4YFN Summit, including:

  • Jason Lawrence Nazar, Co-Founder and CEO, Comparably
  • Robyn Ward, CEO, FounderForward
  • Howard G. Wright, Vice President, Intel Corporation
  • Neda Amidi, Partner, Plug & Play Ventures
  • Steven Sprague, CEO, RivetzCorp

For more information on 4YFN at Mobile World Congress Americas, click here.

Additional Exhibitors, Sponsors At Mobile World Congress Americas

Amazon, BMW, Tata Communications Transformation Services, T-Mobile USA and Vodafone America are among the latest companies confirmed to participate at Mobile World Congress Americas, joining previously announced brands including: Accenture, American Express OPEN, ARM, Cisco, Dell, Ericsson, G+D Mobile Security, Gemalto, Google, Hewlett Packard Enterprise, IBM, Infosys, Mastercard, McAfee, NBC Universal, Nokia Solutions, Samsung Networks, Sprint, Synchronoss, Syniverse, TELUS, Verizon Wireless, VMware and others. For more information on the Mobile World Congress Americas exhibition, click here.

IMPACT Growth, RobotUnion and Türk Telekom have signed on as 4YFN Supporting Sponsors, and the GSMA also announced several new sponsors for the Mobile World Congress Americas event themes. Oracle is the Headline Sponsor and VMware is the Associate Sponsor of the Network Industry Theme; Micron Technology is the Headline Sponsor and DMI is the Supporting Sponsor of the Connected Vehicles Theme; and Ericsson has signed on as the IoT Theme Supporting Sponsor. For a complete list of event sponsors and partners, click here.

New Partner Programs And Power Hours 

Leading organizations from across the mobile ecosystem including A+E Networks, Automotive Edge Computing Consortium, Conduent, the Global Certification Forum, IBM Security, James Brehm & Associates, The Mobile Growth House and Route Mobile will be presenting Partner Programs and Power Hour sessions at Mobile World Congress Americas. For complete details, click here.

Industry Experts To Lead Mobile World Congress Americas Tours 

The Mobile World Congress Americas Tours will lead attendees on a curated experience focusing on specific topics from 5G to smart cities, among others. Mobile World Congress Americas will offer the following topic tours, guided by industry experts:

  • 5G and NFV Tour with Dr. Nishith Tripath of Award Solutions
  • Business Transformation Tour with Russ Edwards of Award Solutions
  • Emerging Tech Tour with Manolo Almagro of Q Division
  • IoT Tour with Sylwia Kechiche of GSMA Intelligence
  • Sustainable Smart Cities Tour with Jonas Allen of Green Electronics Council

For more information, including how to register for a tour, click here.

Get Involved At Mobile World Congress Americas 2018 

More information on Mobile World Congress Americas 2018, including how to attend, exhibit or sponsor, is available at Follow developments and updates on Mobile World Congress Americas on Twitter @GSMA using #MWCA18, on our LinkedIn Mobile World Congress Americas page or on Facebook. For additional information on GSMA social channels, click here.


About the GSMA
The GSMA represents the interests of mobile operators worldwide, uniting nearly 800 operators with more than 300 companies in the broader mobile ecosystem, including handset and device makers, software companies, equipment providers and internet companies, as well as organisations in adjacent industry sectors. The GSMA also produces industry-leading events such as Mobile World Congress, Mobile World Congress Shanghai, Mobile World Congress Americas and the Mobile 360 Series of conferences.

For more information, please visit the GSMA corporate website. Follow the GSMA on Twitter: @GSMA.

About CTIA
CTIA represents the U.S. wireless communications industry and the companies throughout the mobile ecosystem that enable Americans to lead a 21st century connected life. The association’s members include wireless carriers, device manufacturers, suppliers as well as apps and content companies. CTIA vigorously advocates at all levels of government for policies that foster continued wireless innovation and investment. The association also coordinates the industry’s voluntary best practices, hosts educational events that promote the wireless industry and co-produces the industry’s leading wireless tradeshow. CTIA was founded in 1984 and is based in Washington, D.C.

Carnival Cruise Lines Launches Blimp For “Homeport Advantage” Campaign

Carnival Cruise Line is inviting vacationers to look to the skies with its latest campaign, which includes a 128-foot-long red, white, and blue blimp called the Carnival AirShip.

With “#ChooseFun” written across its side, the airship launches as part of the company’s “Homeport Advantage” campaign, and was created to raise awareness of the cruise line’s ship deployments across several markets on the Atlantic and Gulf Coasts. It made its official debut at St. Jude Children’s Research Hospital, located in Memphis, Tennessee. From there, it embarked on a 30-day journey across several states, with upcoming appearances in Dallas, then Houston, Texas.

Other stops along the way include in Carnival homeports in Galveston, New Orleans, Mobile, Tampa, Miami, Fort Lauderdale, Port Canaveral, Jacksonville and Charleston before finally stopping in Atlanta. The related website includes a tracker so that fans can see where the airship has been, where it is and where it’s headed.

Carnival is also giving away swag along a chance to win free cruises, VIP passes and gift cards when people post photos and videos of the airship to social media with the hashtag #ChooseFun. As an added bonus, the hashtag also triggers a donation to St. Jude Children’s Research Hospital.

“Carnival is America’s Cruise Line and what better way to showcase our new offerings in popular homeports like Galveston, Port Canaveral and Miami than with our very own airship that highlights our #ChooseFun tagline while supporting the special kids at St. Jude Children’s Research Hospital,” Christine Duffy, president of Carnival Cruise Line, said in an announcement.

The “Homeport Advantage” campaign is designed to raise awareness of Carnival’s 18 year-round seasonal ports located along the East and West Coasts and the Gulf of Mexico. According to the company, “roughly half of the US population is within a day’s drive of a Carnival homeport.”

Killer Content Marketing: Our Top Picks So Far In 2018

Content marketing gives brands a way to entertain, engage and inspire consumers, associating themselves with a feeling rather than a disruptive ad. This year, we have already seen some great examples of content marketing—here are five campaigns that stand out.

HBO—Silicon Valley VR: Inside The Hacker Hostel

To coincide with the show’s Season 5 premiere, HBO launched a fully-interactive VR experience called Silicon Valley: Inside the Hacker Hostel. HTC Vive owners can explore a faithful, 3D recreation of the show’s famous home and workplace, interacting with 750 items.

Video challenges from the show’s characters Dinesh and Gilfoyle send users on missions ranging from destroying old hard drives to solving a code crisis.

Campaign Takeaway: Let Fans Play In Your World

VR experiences are nothing new for the entertainment industry, but these activations are typically “look only.” Inside the Hacker Hostel embodies the humor and lore of Silicon Valley not only in appearance but in what it allows fans to do—letting users feel like part of an inside joke while making their own memories associated with the brand.

Mercedes-Benz—Bertha Benz: The First Driver

Legacy automotive brand Mercedes-Benz launched the first branded video on Instagram’s new IGTV with Bertha Benz: The First Driver. The black and white short film was shot and edited to accommodate IGTV’s vertical format and runs a little over two minutes in length.

The branded content tells the story of Bertha Benz, wife and partner of Mercedez-Benz founder Karl Benz. When her husband invented the first automobile in 1888, he didn’t think it was ready but Bertha did. Without telling him—and with a helpful push from her two sons—Bertha took off for a 60 mile test run.

Campaign Takeaway: Share Your Brand Story

Brands, especially massive corporations, can appear to consumers as some unfeeling entity that exists only to generate profits. Telling Bertha’s story not only honors her legacy but highlights the struggles she overcame that would ultimately set the automotive industry in motion. Humanizing a brand through storytelling allows consumers to see it as an imperfect but ambitious entity with hopes and dreams, just like them.

IKEA—Matcher’s Keepers

It’s no secret that friends, roommates and couples often can’t agree on home furnishings, especially while navigating the maze that is IKEA. The Scandinavian assemble-it-yourself brand made light of this common problem and quite literally made a game out of it called Matcher’s Keepers.

Hosted by lifestyle blogger Caroline Solomon, the three-part series debuted on YouTube in March to promote the IKEA Places AR app. Contestants were challenged to finally agree on a furniture selection by previewing it in the app. If they successfully agreed on their choice of couch, lap or desk, contestants won the real-life item to take home.

Campaign Takeaway: Seeing Is Believing

The beauty of augmented reality is that it closes the imagination gap. Once a consumer has visualized an item in their home, the chance of buyer’s remorse lessens. Matcher’s Keepers engaged consumers by acknowledging the challenges of furniture shopping, offering a solution and inviting viewers to try IKEA Places for themselves.

Estrella Damm—La Vida Nuestra (Our Life)

Alcohol marketing is known for its idealistic depictions of life—commercials filled with good-looking people laughing and having fun without a care in the world. Spanish beer brand Estrella Damm continues this tradition with its branded short film but isn’t afraid to show life’s harder bits first.

La Vida Nuestra is a 16-minute film starring Peter Dinklage (Game of Thrones) as a suave, easy-going TV character that guides Antón (Álvaro Cervantes) through his past mistakes so that he can move on. Ordering or serving up Estrella beer happens frequently through La Vida Nuestra, but the condensation-dripping bottles take a back seat to a message of allowing yourself to enjoy life while celebrating when others do, too.

Campaign Takeaway: Embody A Philosophy (And Celebrities Don’t Hurt)

Rather than drown his sorrows in beer or show only the happy parts, this short film offers another solution to the main character and by extension, the audience—acknowledge your choices, let go of your regrets and give yourself permission to enjoy life. Offering this sage advice lets audiences know that the Estrella brand not only understands life’s hardship but cares about its customers’ happiness.

McDonald’s—The Sauce

When McDonald’s got an unexpected shoutout on the wildly popular cartoon Rick and Morty, the brand saw an opportunity. For a limited time, the restaurant would offer Szechuan dipping sauce and everything would be great . . . or so they thought. There wasn’t enough sauce to quench fans’ thirst for Szechuan and McDonald’s saw itself in the spotlight for all the wrong reasons, i.e. riots and angry customers.

To make amends, McDonald’s launched a three-part podcast called The Sauce that explains what happened and why the brand is taking fan disappointment seriously.

Campaign Takeaway: When Failure Happens (And It Will), Own Up To It

McDonald’s isn’t the first brand to make a public apology about a campaign that missed the mark or failed to meet customer expectations, and they will definitely not be the last. In its moment of frustration, the quick service restaurant decided to apologize in a sincere and creative way. The Sauce takes an empathic and transparent approach to the corporate apology, humanizing the mishap and lettings fans know that they will try to do better next time.

Honorable Mentions:
  • Pepsi—Uncle Drew: Despite not showing Pepsi all that much, Uncle Drew is essentially a full-length branded film that managed to hold its own at the box office.
  • Procter and Gamble—The Words Matter: One Voice Can Make a Difference: This documentary tells the story of how the brand became one of the first Fortune 500 companies to include “sexual orientation” to its equal opportunity employment policy.
  • Campari—The Legend of Red Hand: The Italian aperitif brand used its signature red color to create an air of mystery around its cocktails in this short film delivered in the style of a box office thriller.

Any campaigns we missed? Give us a shout @alistdaily.

Google Is Using AI To Make Your Ads Better

Google is introducing a new tool called “ad strength” for responsive search ad campaigns. The new feature offers additional insights in real time, allowing marketers to make relevant adjustments quickly.

Beginning in early September, the “ad strength” tool will use AI to measure campaign effectiveness based on headlines, logos and descriptions.

Responsive search ads and columns in Google Ads will be ranked from “Poor” to “Excellent” based on the relevance, quantity, and diversity of the ad copy. Feedback will be given such as “Add a few more headlines” or “Make your headlines more unique,” allowing users to adjust their campaigns and get a feel for their effectiveness in real-time.

Ad strength will be available as a column starting in early September, Google said, and in the responsive search ad creation interface over the next several weeks. Support for responsive display ads will follow in the coming months.

Ahead of the new feature, Google offered suggestions to marketers that are creating relevant ads at scale. Google recommends creating a variety of distinct headlines, descriptions, and other assets as possible so that its machine learning can generate a larger number of relevant ad combinations.

To prove its point, Google cited a case study in which created responsive search ads based on key moments in the rental process. The brand saw a 10 percent lift in clicks., another brand in the network of sites, saw a 16 percent lift in clicks with a similar strategy.

Google also stressed the importance of relevance and personalization in today’s marketplace. The company cited a 2017 study in which 91 percent of mobile users bought or plan to buy something after seeing an ad they described as relevant.

Several studies have found that consumers demand a personalized digital content experience, as long as it doesn’t get creepy. One such study by Adobe found that 42 percent of respondents get annoyed when their digital content experience isn’t personalized.