Saks Launches Branded TikTok Challenge With Influencers

As of this week, Saks has officially expanded its influencer marketing strategy into TikTok. To start, the luxury ecommerce platform has teamed with a mix of five mega- and micro-influencers to showcase party accessories, shoes and loungewear via a branded “shoe flip” challenge.

The brand’s inaugural TikTok features actress Larsen Thompson—who has 1.1 million followers herself—transforming from daywear into an evening gown with the toss of her shoe. Saks also enlisted fashion influencers Everett Williams (259,000 followers), Chanel McKinsie (60,000 followers) and Maddie White (2 million followers) to create their own rendition of the challenge as sponsored posts on their respective TikTok accounts.

Saks’ foray into TikTok comes about a year after it was split off from the Saks Fifth Avenue retail business by parent company Hudson’s Bay Company and venture capital firm Insight Partners in March 2021. The move established Saks’ ecommere unit as a standalone entity known as Saks. 

At that time, Saks’ ecommerce business was valued at $2 billion. Since then there’s been discussion of an IPO taking place in the first half of 2022 with a targeted valuation of $6 billion

After Saks saw a boom in online sales during the pandemic, it closed on a syndicated $350 million, asset-based five-year revolving credit facility and a $115 million senior secured term loan. A portion of the financing is available to Saks for general corporate purposes or growth initiatives.

As it continues growing financially, Saks is bolstering its online presence. In February, it launched a digital-first spring 2022 campaign starring Lupita Nyong’o with unique content across Saks-owned channels and partner platforms. Other campaign elements include interviews and videos on the retailer’s social media channels and main homepage, a dedicated email campaign, an exclusive feature in the Saks editorial hub “The Edit,” a spread in the March issue of Vogue and custom content on

During the 2021 holiday season, Saks launched live virtual events and shoppable content. The “Saks Live” virtual events platform will also feature lifestyle, shopping and fashion advice from industry influencers as hosts engage with viewers and guide them through their shopping journey.

Tackling Complex Business Problems With Boeing’s Ed Dandridge

Ed Dandridge is the Senior Vice President and Chief Communications Officer at the Boeing Company. In this role, he serves on the executive council and oversees all aspects of Boeing’s communications.

In this episode, Ed and I discuss the many executive roles he has had in the past. We also discuss what attracts him to challenging the assignments like AIG after the financial crisis, or Boeing after the CEO transitions, as well as the max airplane challenges that the company has gone through.

Listen to the full conversation to learn more about how Ed tackles complex business problems and how empathy is a key characteristic of diplomacy.

In this episode, you’ll learn:

  • Where diplomacy and business intersect
  • How to tackle complex business problems
  • Why empathy is a key characteristic of diplomacy

Key Highlights

  • [02:50] Ed’s favorite memories living abroad
  • [05:25] How Ed got into Tufts
  • [09:13] Hired on at ABC
  • [11:30] The intersection of diplomacy and business in Ed’s career
  • [17:09] How Ed finds his next challenge
  • [19:29] What to think about when solving complex business problems
  • [21:15] What’s coming for marketers in 2022?
  • [24:04] The balance of external vs. internal
  • [27:49] Ed’s advice on retaining top talent
  • [31:02] Empathy is the heart of diplomacy
  • [37:05] An experience that defines Ed
  • [40:15] Ed’s advice to his younger self
  • [41:01] What marketers should be learning more about
  • [42:14] The brands and organizations Ed follows
  • [43:23] The biggest threat and opportunity for marketers

Resources Mentioned:

Follow the podcast:

Connect with the Guest:

Connect with Marketing Today and Alan Hart:

Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on brand, customer experience, innovation, and growth opportunities. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine companies.

Consumers Spent 22% More On Video Game Hardware In January

Consumers spent less on the video game industry overall in January when compared to a year ago but only by 2 percent to $4.7 billion, according to The NPD Group’s latest analysis.

Hardware spending grew 22 percent year-over-year (YOY) to $390 million—the highest total for a January month since 2009, at which time the total reached $447 million.

Hardware’s double-digit percentage gain was driven by PlayStation 5 and Xbox Series consoles however it wasn’t enough to offset declines in content and accessories spending.

In both units and dollars, PlayStation 5 was January’s best-selling hardware platform while Xbox ranked second across both measures.

The best-selling game in January was Pokemon Legends: Arceus, joining Pokemon Brilliant Diamond/Shining Pearl (#11) on the month’s best-selling titles chart. 

Monster Hunter: Rise (#3 in January and up from #94 in December) and God of War (#5 in January and #146 a month ago) both featured Steam launches during January, which boosted their respective rankings. 

Marvel’s Spider-Man: Miles Morales was the sixth best-selling game of January and placed second on PlayStation platforms. The game now trails only Marvel’s Spider-Man, and God of War (2018) in lifetime dollar sales for Sony-published titles since 1995, NPD found.

Based on data from Sensor Tower, mobile game spending in the US declined 6.8 percent YOY last month. The dip signals a return to pre-pandemic revenue trends after the spending surge witnessed in 2020 and 2021.

As NPD video game industry analyst Mat Piscatella notes:

“Prior to spring 2020, January usually saw negative month-over-month growth, as was the case last month. In fact, January revenue generation saw a decline when compared to December for six consecutive years leading up to 2020. This is all to say that the Y/Y and M/M cooldown in spending experienced in January shouldn’t be taken as a sign of an overall downward trend, but rather the return of typical seasonality to the market.”

Spend on video game accessories declined 15 percent to $185 million when compared to a year ago. Xbox’s Elite Series 2 Wireless Controller was the top-selling accessory of the month.

For a refresher on NPD’s 2021 US games industry report, click here.

Trend Set: Disney+ Livestreams, L’Oréal’s Historic Performance

Ayzenberg Junior Strategist Ashley Otah recounts this week’s trends.


Reading the room. Since the beginning of its data tracking in 2004, NPD Bookscan cites 2021 as the best-selling year for print books. A significant player in the rise of book sales is social media. Spaces like #BookTok on TikTok provide a haven for long-time book lovers and those looking to dive deeper into the world of words. Booksellers such as Barnes & Nobles have taken heed and created BookTok sections in-store and provided easy access to The Most Popular TikTok Books online. The power of social media and the ability to pivot has proven successful as books have surged in popularity. Navigating real-time reactions and recommendations in stride can help brands find their footing in this ever-changing landscape.


The wars wage on. Disney+ ran the first test of its livestreaming capabilities with the Academy Award nominations’ streaming, which hints at future offerings from the service. Recently, there have been more talk surrounding subscription overload and the resurgence of the traditional cable experience. In 2018 – 2021, the most significant factor for canceling subscriptions was the price. Deloitte predicts that in 2022, at least 150 million paid subscriptions to subscription video-on-demand services will be canceled worldwide. With everything becoming a subscription model, brands must provide a value proposition well within audience wallets.


Digital dash. L’Oréal, the French personal care company, recorded a historic performance. 2021 alone extended its e-commerce digital lead by 25.7%, helping mark its most significant growth in 33 years. A critical factor in this growth was the companies exploration and utilization of new digital channels. Often overlooked or given limited shelf life as they arise, new digital channels offer opportunities that are a force spanning all industries. As a result, L’Oréal was able to harness strategic partnership, social and environmental benchmarks, and digital channels, among other things, to close out the year prior fiercely. Matching adapting consumer aspirations and continuing an omnichannel approach looks to be a recipe for success.


Back to the basics. Social users rejoice after the announcement of Nintendo Switch Sports.

Like Wordle, audiences crave simplicity over complexity during continued uncertain times. Siegel+Gale’s research unveils that 57 percent of people are willing to pay more for simpler experiences. Reinventing the wheel may seem like the next best move, but catering to audiences’ craving for simplicity can be an efficient and more profitable resolution.


Going for gold. The 2022 Beijing Olympics have begun. However, the games are on track to be the lowest-rated winter Olympics in American history. The ratings align with the decline in TV programming across the board, which continues to present itself as a feat. Although TV audiences continue a downward trend, digital-viewing behavior in addition to streaming services offers a new future. Combining the varying channels allows wider audiences to interact with TV events that otherwise may have overlooked them. Thus, brand affinity can be bolstered by audiences who can interact, watch, and stream when most convenient for them. Entities that demonstrate agility while they navigate the space will climb their way up the winners’ podium.

Gartner’s 2022 Marketing Predictions On Virtual Influencers, Employee Advocacy And More

After two years of increased online interactions and blurred lines between commercial and social, people aren’t going back to their old ways. To help chief marketing officers capture new digital touchpoints. Gartner’s latest report shares its key marketing predictions on virtual influencers, the privacy movement, flexible workplace, social commerce and more.

Mobile App Tracking

Gartner predicts that by 2023, 60 percent of consumers will opt-out of mobile app tracking services, down from 85 percent. For one, consumers are discovering that untargeted ads increase their exposure to low-quality content. Their initial impulse to opt-out of tracking is also fading.  

Seeing that about 25 percent of digital users would actually allow tracking while another 25 percent report allowing it in specific circumstances, prior predictions about the collapse of online tracking are proving to be overblown.

A full reversal to “accept all” tracking from trusted sites and well-established publishers may soon be underway. And those apps and websites that offer customers a reason to opt-in will likely earn a substantial revenue advantage.

To capitalize on this opt-out ambivalence, brands should offer customers compelling reasons to trust them with their data and make it easier for them to change privacy behaviors and settings. They can also mitigate data degradation by maximizing contextual targeting and measurement.

Workplace Flexibility 

Gartner’s next prediction: Workplace flexibility will open the door to advertisers and the volume of ad impressions delivered by TV and streaming media channels between 9 a.m. and 5 p.m. will increase by 60 percent.

The firm’s research found that 50 percent of consumers’ regularly scheduled and daily routines have shifted from what they were pre-pandemic. Couple that with the fact that this year, remote and hybrid employees will spend 20 percent more time watching video content during daylight hours.

The outcome of this behavior change is ads placed in former prime-time spots, i.e., those during morning and evening programs, could potentially no longer reach the volume or type of customers that brands would like to engage. On the other hand, this could benefit marketers who’ve been priced out of high-demand spots.

Moving forward, brands should align their ad strategy to utilize the times of day when their audience is most receptive and leverage audio as a core component of the messaging given many customers will be listening while at work.

Employee Advocacy

By 2023, 90 percent of business-to-business (B2B) social media marketing strategies will incorporate scaled employee advocacy programs, which Gartner forecasts will drive brand credibility.

According to LinkedIn, when employees share content it has a 200 percent higher click-through rate than when the company shares it. This finding, along with employees’ decreased trust in company-sourced information, suggests employees have greater personal credibility with customers than brands. 

These programs could achieve greater reach and engagement than conventional approaches to earned and owned social media while simultaneously improving reputation and increasing employee engagement and productivity.

To stay ahead of this trend, Gartner says brands must “leverage the personal touch” by utilizing employee advocacy programs that scale the curation and distribution of consistent brand content on social media.

Virtual Influencers

Everyone saw this one coming. Gartner anticipates that by 2025 CMOs will dedicate 30 percent of influencer and celebrity marketing budgets to virtual influencers. 

Among the benefits of doing so is computer-animated personalities may be worth millions just in brand endorsements. They give brands more control over messaging and cost less than celebrities. There’s also greater consistency and lower risk involved given they’ll never be involved in scandals or leave the firm. 

All of this isn’t to say they don’t come with challenges. Consumer backlash is ever-present and may become an issue if unattainable beauty standards aren’t adequately addressed, Gartner notes.

Brands seeking to harness the power of virtual influencers can explore how they may represent their company or industry, evaluate their performance using the same key performance indicators (KPIs) used for traditional influencers and continue monitoring customer sentiment toward them.

Social Commerce

Traditional digital commerce platforms are out. By 2026, Gartner expects 60 percent of millennial and Gen Z consumers will prefer purchasing on social platforms. Roughly 33 percent of B2B and business-to-consumer organizations have already incorporated selling on social platforms as a portion of their digital commerce strategy – motivated by increasing customer purchasing on social channels. Younger consumers are turning to these commerce options as they enable convenience and discovery.

Brands competing in the space must reimagine the customer experience and how best to design it so that simplicity and enrichment are at the center. The quality of social media product pages must remain high and include information that customers need to make a decision. Regardless of how many customers are willing to opt-in, privacy will forever be a concern therefore transparency here is key.

Carnival Senior Vice President, Brand And Product Marketing Exits

This week in leadership updates, AMC adds a vice president of growth strategy role, Carnival Cruise Line marketing exec Peter Callaro is leaving, Forbes names Seth Matlins managing director of its CMO network, Medtronic hires Jane Di Leo to lead communications across the Americas, PetHonesty appoints Eric Dahmer as chief marketing officer and more.

Carnival’s Senior Vice President, Brand And Product Marketing Steps Down

On the heels of launching Carnival Cruise Line’s ‘Funderstruck’ wave season campaign, Peter Callaro, senior vice president, brand and product marketing, is departing.

Callaro joined Carnival in September 2019 after spending more than 15 years at Coca-Cola in a handful marketing positions.

AMC Hires Ellen Copaken For New Vice President Of Growth Strategy Role

AMC has tapped Ellen Copaken for its newly created role of vice president of growth strategy.

The move comes as AMC plans to create a new revenue stream through selling prepackaged and microwavable-ready popcorn at US grocery and convenience stores in 2022, it announced in November.

Copaken joins AMC from Sterling-Rice Group, where she was managing director and a partner. She also previously was vice president and general manager of growth channels at Hostess Brands.

Clean Juice Names First-Ever Chief Marketing Officer, B. Quick Chadwick

Clean Juice is adding a chief marketing officer, a role that will be filled by its current vice president of marketing, B. Quick Chadwick.

Chadwick’s promotion follows his four years of leading Clean Juice’s marketing efforts.

Forbes Hires Seth Matlins As Managing Director Of Its Chief Marketing Officer Network

Forbes has hired Seth Matlins as the managing director of its CMO network.

Marlins assumes his new role after having served as the executive vice president of cultural strategy and insights at Endeavor’s full-service marketing agency 160/90.

Medtronic Taps Jane Di Leo As Lead Communications Across The Americas 

Medtronic has appointed Jane Di Leo to oversee regional communications in the Americas.

Di Leo spent over eight years at American Express, most recently as vice president, chief of staff, corporate affairs and communications.

PetHonesty Hires Eric Dahmer As Chief Marketing Officer

PetHonesty has named Eric Dahmer as its new chief marketing officer.

Dahmer joins PetHonesty after serving as vice president and head of marketing at Nature’s Way USA.

Wienerschnitzel Elevates J.R. Galardi To Chief Executive Officer 

Wienerschnitzel has promoted J.R. Galardi to chief executive officer, according to Restaurant News

The title has been added to Galardi’s current position as Galardi Group Inc. president, which he’s held since 2017. 

In his expanded role, Galardi will oversee all Galardi Group Inc. concepts including Wienerschnitzel, Tastee Freez and Hamburger Stand.

Grupo Elektra Names Elena Alti Ortiz Chief Marketing Officer

Grupo Elektra’s supervisory committee has named Elena Alti Ortiz chief marketing officer.

Most recently Ortiz was head of digital marketing at Banco Santander.

Where Purpose Matters Most With Attest’s Jeremy King

Jeremy King is the CEO and founder of Attest. It’s a fast-scaling SaaS technology business focused on the market research industry, based in London and New York. Prior to Attest, Jeremy spent nine years with McKinsey & Company. Undoubtedly, research is in his blood.

In this episode, Jeremy and I discuss his love of Marine life and how it spurred him to found Attest. Later on, we also talk about research we jointly executed about purpose. Jeremy observes that “Purpose is the Tesla of marketing,” meaning everyone wants to talk about it, but is it really where marketers should focus?

Listen to the full interview as Jeremy and I “get under the hood” on how consumers actually perceive purpose and how marketers should be thinking about it in their strategies.

In this episode, you’ll learn:

  • How “purpose is the Tesla of marketing”
  • Why having different brand differentiators is key
  • How to use research to understand your focus

Key Highlights

  • [01:58] Why Jeremy loves the Peacock Mantis Shrimp
  • [06:16] How Jeremy ended up founding a research firm
  • [08:58] What Attest does
  • [12:48] The Tesla of marketing
  • [17:01] Differentiating your brand outside of purpose
  • [19:19] The demographic breakdown
  • [21:55] How social media plays a role
  • [27:45] Consumer thoughts on brands’ response to the pandemic
  • [35:05] An experience that defines Jeremy
  • [38:18] Jeremy’s advice to his younger self
  • [39:09] What marketers should be learning more about
  • [41:38] The brands and organizations Jeremy follows
  • [44:08] The biggest threat or opportunity for marketers

Resources Mentioned:

Follow the podcast:

Connect with the Guest:

Connect with Marketing Today and Alan Hart:

Connect with Marketing Today and Alan Hart:

Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on brand, customer experience, innovation, and growth opportunities. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine companies.

Vice Media Group’s 2022 Culture Guide

Through its data analytics and ongoing dialogue with its network of journalists, creators, tastemakers and youth audience, Vice Media Group (VMG) has its finger on the pulse when it comes to understanding and predicting Gen Z behavior. For its 2022 Guide to Culture, VMG compiled 10 Gen Z trends, or “culture codes,” brands should utilize if they want to keep up with the audience’s changing beliefs, desires and norms.

#1. Tap Into Gen Z’s Need For Self-Exploration

The pandemic ignited young audiences’ desire to try new modes of living, learning and earning. As their approach to success evolved from a state of absolute to non-linear, new platforms emerged that enabled collaboration and value creation—such as decentralized autonomous organizations (DAOs) and social media creator funds.

According to Vice’s research, 65 percent of high schoolers said they’ll follow their own educational path while 72 percent of young people said they’ll value side hustles just as much as they did or even more than they did pre-pandemic.

A subtle shift from self-expression to self-exploration has ensued. In response, brands will have to tap into young people’s need for exploration and self-discovery. Connecting to shared values of innovation, experiment and growth will build affinity. So will giving them a higher level of agency, or allowing them to experience the brand the way they please.

#2. Help Gen Z Discover Who They Are

As more consumers shun the idea of perfection, commoditized wellness and quick self-help fixes, Gen Z has embarked on a quest for self-knowledge and self-acceptance. They no longer assign a positive or a negative value to the appearance of their body and face.

As the conversation shifts from loving yourself to understanding yourself, 64 percent of Gen Z said that going to therapy will be more common in 2030. Brands will need to acknowledge that wellness is no longer purely about aspiration—it must also be about acceptance. Savvy brands will become a guide to help Gen Z discover who they are, not how they can appear more perfect.

#3. Be A Creativity Conduit

As creativity presents itself as a solution to societal problems and innovation, it has become more accessible and therefore a foundational element of Gen Z’s sense of self.

New platforms like Strada have launched, giving the demographic a chance to reclaim autonomy and build community.

With 70 percent of youth saying they consider themselves to be really creative and 74 percent saying they believe creativity will be the most important skill in the future workplace, VMG predicts there’ll be creative breakthroughs as people share their experiences and ideas.

The perception of creativity will shift from novelty to utility. In response, brands should position themselves as a conduit to creative energy for young consumers, helping them apply their power not only for expression but also for activism, societal change and self-purpose.

#4. Display A New Level Of Radical Intimacy

Feelings of burnout and isolation surged during the pandemic as we avoided human-to-human contact. The topic of mental health unified people, athletes, rap stars and countless others as they expressed vulnerabilities publicly and shared their personal struggles. 

Sixty-four percent of young people said they’ll seek more meaningful connections when it comes to dating and 53 percent said they experienced better communication in their relationship as a result of the pandemic.

On youth’s quest for candor and to dismantle tired notions of weakness, brands will be expected to display a new level of radical intimacy and ditch the corporate jargon and glitzy facade. This means they must also offer Gen Z consumers a glimpse into the backstory of their brand and the people behind it.

#5. Team With Influencers Creating Enriched Learning Experiences

The evolution of influencers from “takers” to “makers” to “teachers” has given Gen Z reason to seek out creators offering life skills and lessons. Gen Z is drawn to creators who can help them navigate the world through unfiltered access to the creators’ own lives. 

Messages that matter and those at the intersection of activism and social change have captured Gen Z’s attention. Seventy-six percent of Gen Z said they identify as an activist and 70 percent said they’ll use social media to voice concerns and create change.

Brands should consider whether an influencer’s content is influential – does it offer up enriched learning opportunities and genuinely deliver on youth’s desire for growth while giving them control of the lessons’ application?

#6. Rethink Stories And Products For Multi-Sensory Modalities

Virtual reality is advancing and big tech companies are building the metaverse. Along the way, consumers will demand multiple forms of sensory experience. Ericsson Research predicts that by 2025 people will use all senses online. And according to VMG’s data, 88 percent of Gen Z said immersion is what makes an experience fun.

Brands will have to rethink narratives and products and determine how they come alive in Web3, the metaverse and across multiple senses in an authentic way that nurtures a connection between consumers.

#7. View Local As The New Global

More and more Gen Z refuses to believe that anything good must come from big cities, according to VMG. The local seeds being planted will grow into a global culture as 46 percent of Gen Z said they prefer to live in smaller towns than big cities and 90 percent would love to get to know their neighbors.

Niche and varied microcosms, as well as global subcultures, are sprouting on social media and in real life, building global communities based on local tastes and shared interests. People from around the world now have the power to shape cultural conversation on a mass scale. This gives brands an opportunity to tap into local communities’ rich cultural narratives and give local players a voice.

#8. Design For Disfluency

Virality is dead and the race to deliberately disrupt is on. Forty percent of global youth said that moving forward they’ll seek more content that uncovers stories that aren’t being told.

VMG’s natural language processing and content analytics revealed a growing trend among its YouTube audiences—viewers are increasingly seeking out content that goes places others won’t as well as content that juxtaposes light and dark.

Dark Side of the Ring—which presents the world of WWE through the lens of the people in it—remains Vice TV’s number one show of all time, notes VMG.

Brands must defy expectations and inspire untapped curiosities that consumers never knew they had. To do so, VMG suggests analyzing the typical approach, what others are doing and a tried and tested blueprint. Then rip them up completely.  

#9. Revive The Funny And Surreal

In trying to grapple with climate degradation, civil and social unrest, and COVID, Gen Z is looking for a fast exit. Enter: surreal and absurd escapes. One such escape is “reality shifting,” or the act of moving your consciousness to an altered state. TikTok’s #shiftingrealities hashtag has 2.9 billion views and contains videos that, for example, explain how to become Harry Potter villain Draco Malfoy.

Gen Z is also seeking solace in the mystical through tarot, energy healers and astrology. Vice’s horoscopes saw a 103 percent increase in sessions in 2021.

Absurd humor is sought out by 50 percent of Gen Z for a moment of catharsis. Video games also provide an exit, with 40 percent of those who increased the amount they play video games saying it’s because it gave them the means to escape reality.

VMG suggests brands extend past peak purpose marketing and pepper in humor and surreal content, though it cautions against confusing the latter with superficiality. Brands should still test these newfound realms in a culturally sensitive way.

#10. Allow Space For Dialogue

Due to polarization, society has reached an impasse in understanding others but Gen Z is pushing back, urging people to create a space where everyone can feel comfortable in the gray zone.

With 67 percent of young people saying they don’t trust any internet or mobile network providers with their data, many are turning to underground destinations and micro-communities where they can discuss subjects freely.

Gen Z is also demanding nuanced definitions. More Gen Z respondents than any other generation reported identifying as not heterosexual, not cis-gender and not strictly masculine or feminine, according to VMG. The majority said they understand why labels are useful but still find them too limiting. In addition, 71 percent said people’s identities will be more complex in the future.

VMG’s advice to brands: Run toward chaos. In other words, navigate spectrums of possibility, entertain nuance and allow for diversity of opinion, person and spirit.

Beer Brands’ Super Bowl Game Plan? NFTs And Metaverse Bars

Beers and blockchain will be front and center during this year’s Super Bowl. Anheuser-Busch InBev—the official alcohol sponsor of the NFL—is celebrating the launch of Bud Light’s new zero-carb beer, Next, with a foray into the metaverse.

As part of its first NFT collection, Bud Light will sell 12,7222 unique tokens that give purchasers ways to experience all things Next, including the ability to vote on future brand merchandise designs, access to brand and partner events, rewards and other “surprises.”

Each NFT combines a two-part background with an icon that represents beer, culture, gaming, music and entertainment, according to the brewing giant. There are two types of rarities: “N3xt” and “Diamond,” which will be revealed after mint.

Bud Light tokens go on sale for $399 each starting February 6. Anyone 21 and over can buy them directly through Bud Light’s microsite with the cryptocurrency ETH, Bitcoin or with a credit card. Bud Light says there will be a $10,000 cap per person per day for all purchases.

AB InBev has been the NFL’s official alcohol sponsor since 2010, forcing Miller Lite to sit and watch from the sidelines. The metaverse, however, has provided a loophole. This year, Miller Lite will crash the Super Bowl party with a virtual “Meta Lite Bar” patrons can experience via Decentraland. A classic-style tavern—where people can play darts and billiards, snap selfies in a photo booth and play tunes from a vintage jukebox—is also the only place fans can see Miller Lite’s Super Bowl ad that will run adjacent to the event.

As part of a giveaway Miller Lite is hosting inside its blockchain bar, an average of 10 patrons daily will win $500 in real cash to go toward their Super Bowl celebration. The giveaway will run from February 7 at 8 a.m. ET until February 13.

AB InBev will remain NFL’s official alcohol sponsor for an additional five years starting in March 2022. Under a new agreement, it’ll no longer have total alcohol exclusivity but will retain rights to beer and hard seltzers.

Integrating Conversational Marketing into the Buyer Journey with Mark Kilens

Mark Kilens is the vice president of content and community at Drift where he oversees content, creative projects, events, teams, and much more. He also oversees the Drift community and Drift Insider–which has about 45,000 members today–as well as their two biggest events, RevGrowth and HyperGrowth.

In this episode, Mark and I break down Drift’s 2021 State of Conversational Marketing report. We also talk about what conversational marketing is, how Drift approaches it, and how marketers need to think about conversation as they build their marketing and sales enablement functions.

Later in the interview, Mark and I discuss how Drift is a unique brand and also how Mark sees content, service, and education actually helping to drive their marketing efforts. Listen to the full conversation to hear more about how to implement a holistic conversational strategy for marketing and sales. What’s part of the secret sauce? The buyer should be at the center of everything you do.

In this episode, you’ll learn:

  • The state of conversational marketing
  • The importance of focusing on the buyer
  • How to use AI efficiently in your sales journey

Key Highlights

  • [01:38] Mark invented a snow-making machine
  • [04:11] Mark’s path to becoming VP of Content and Community
  • [07:09] The State of Conversation Marketing report
  • [09:36] The need to use digital marketing tools and techniques
  • [13:00] Why you should keep the buyer at the center
  • [17:14] What marketing looks like in the conversational commerce
  • [21:00] Showing your personality through AI
  • [24:41] Why Drift cares about investing in content
  • [28:12] How content education plays into the lifecycle of a customer
  • [32:21] An experience that makes Mark who he is today
  • [34:21] Mark’s advice to his younger self
  • [35:37] What marketers should be learning more about
  • [39:50] The brands and organizations Mark follows
  • [41:24] The biggest threat and opportunity for marketers

Resources Mentioned:

Follow the podcast:

Connect with the Guest:

Connect with Marketing Today and Alan Hart:

Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on brand, customer experience, innovation, and growth opportunities. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine companies.