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

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


BookTok

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.

Disney+

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.

L’Oréal

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.

Nintendo

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.

Olympics

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.

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.

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.

Vital Farms Appoints Kathryn McKeon As Chief Marketing Officer

This week in leadership updates, Vital Farms names Kathryn McKeon chief marketing officer, Audacy, Inc. hires Adriana Rizzo as senior vice president of consumer marketing, Downlite appoints Jannice Cameron as vice president of marketing and more.


Vital Farms Promotes Kathryn McKeon To Chief Marketing Officer

Vital Farms has elevated Kathryn McKeon to chief marketing officer.

McKeon assumes her new role after having served in numerous positions at Vital Farms since 2016 including brand manager, director of marketing and vice president of marketing.


Audacy, Inc. Scouts Adriana Rizzo As Senior Vice President Of Consumer Marketing 

Audacy, Inc. has appointed Adriana Rizzo as senior vice president of consumer marketing. 

Prior to this, Rizzo was vice president of marketing for Discovery+ where she focused on brand strategy, performance marketing, and acquisition and subscriptions.


Downlite Hires Jannice Cameron As Vice President Of Marketing

Downlite has named marketing veteran Jannice Cameron as its newest vice president of marketing.

Cameron joins after having served as chief marketing officer at Himatsingka.


Vinik Sports Group And The Tampa Bay Lightning Names Matt Corey Chief Marketing Officer 

Vinik Sports Group and The Tampa Bay Lightning have appointed Matt Corey as the organization’s new chief marketing officer, according to NHL.com.

Previously, Corey was the PGA Tour’s chief marketing officer.

DraftKings Promotes Stephanie Sherman To Chief Marketing Officer

This week in leadership updates, DraftKings elevates Stephanie Sherman to chief marketing officer, Shondaland announces two executive promotions, Kind Healthy Snacks names Kelly Solomon global chief marketing officer and more.


DraftKings Elevates Stephanie Sherman To Chief Marketing Officer

Ahead of Super Bowl 56, DraftKings has promoted Stephanie Sherman to chief marketing officer, reports Adweek.

During her two-year tenure as the service’s senior vice president of marketing, Sherman led DraftKings through its first Super Bowl ad last year which made in-app engagement spike.

Sherman has twice been named one of the most powerful women in sports by Adweek.


Shondaland Announces Two Leadership Promotions

Shondaland has elevated Chris Dilorio to chief marketing officer. Dilorio previously was chief strategy and business development officer for Shondaland.

The company also promoted Alison Eakle to chief content officer, TV and film. Eakle accepts the new, expanded position after serving as Shondaland’s executive vice president, head of creative development.


Hubble Names Elliot Baldini Chief Marketing Officer

Hubble has tapped longtime marketing executive Elliot Baldini as chief marketing officer.

Baldini joins Hubble from School of Rock where he most recently was chief marketing officer.


Kind Healthy Snacks Appoints Kelly Solomon As Global Chief Marketing Officer

Kind has hired Kelly Solomon to lead its global marketing efforts, according to Food Business News.

Solomon previously was senior vice president, consumer marketing, at Mac Cosmetics.

Logitech Calls On Next-Gen Creators To Challenge The Status Quo

In today’s ever-growing digital, world fame has many faces. Logitech’s latest campaign “Defy Logic” is a testament to the importance and influence of creators. Together with Grammy-winning singer, songwriter and self-love advocate Lizzo, the Swiss-based brand is inviting the next generation of creators to challenge the status quo and rethink how they work, create and play.

The campaign’s 90-second anthem video, set to a snippet of Lizzo’s new song “Special,” shows how popular creators including NFT artist Defaced, comedian and chess champ Elsa Majimbo and 15-year-old fashion designer and entrepreneur Kheris Rogers are pushing the boundaries in their respective fields using Logitech’s new digital pen and gaming keyboard.

In the video, a Met Gala-ready dressed Lizzo introduces the viewer to a whole new digital world through her Logitech StreamCam Webcam. In one scene, beauty influencer Bretman Rock hosts a livestream as the words “This is a full-time job” appear. When live code artist and producer DJ Dave is shown coding via her Logitech keyboard, the brand reminds us that, “This is an instrument.” And as TSM gaming creator Danucd competes during an esports tournament, Logitech says, “This is an athlete.”

“As the lives of our consumers and customers evolve, so does their mindset. Defy Logic celebrates everyone courageous enough to challenge the old logic of the past and enables those who prove that passions can turn into careers, careers don’t require offices and art doesn’t require a canvas,” said Najoh Tita-Reid, global chief marketing officer for Logitech.

The “Defy Logic” campaign will run across cable, connected TV, online video, out-of-home and on digital and social platforms.

According to Logitech’s research, Gen Z are expressive, style-conscious and live life by their own rules. Some of the company’s latest products feature a retro feel and fun colorways to appeal to the young generation. For example, its new wireless Pop Keyboards include keys that tap into the addictive typing ASMR phenomenon, five of which are programmable emoji keys. The Logitech Pop Mice features comfortable buttons and shortcuts for muting your mic, snipping your screen and sending emojis.

The Future Of Sports Marketing With Learfield’s Jennifer Davis

Jennifer Davis is the chief marketing and communications officer at Learfield, which has been around for over 50 years. Learfield works with intercollegiate athletics of the U.S. They offer licensing, multimedia sponsorship management, publishing, audio digital, and social media, data analytics, ticketing, tickets, sales, professional concessions, expertise, branding, and campus-wide business and sponsorship development, as well as venue technology systems for many of the college athletic programs in the United States and the greater ecosystem.

In this episode, Jennifer and I discuss college sports and the big business behind them. We also talk about Jennifer’s role transition through the pandemic and how she wrote a book called Well-Made Decisions during that transition.

Listen to find out more about why marketers should spend more energy on the decisions they make and how sports marketing plays into the future.

In this episode, you’ll learn:

  • Spend more energy on making decisions
  • How marketers can partner with sports organizations
  • The opportunity for growth within sports marketing

Key Highlights

  • [02:20] About Jennifer’s book
  • [04:04] Where Jennifer got her start
  • [05:45] What is Learfield?
  • [08:33] The first 100 days of onboarding
  • [11:44] Current trends in college sports
  • [18:51] What are collegiate e-sports?
  • [23:54] The growth of B2B brands in sports marketing
  • [28:44] How athletes are able to market themselves
  • [34:54] An experience that defines Jennifer, makes her who she is
  • [39:14] Jennifer’s advice to her younger self
  • [41:43] What marketers should be learning more about
  • [44:12] The brands and organizations Jennifer follows
  • [45:48] The biggest threat and opportunity for marketers

Resources Mentioned:

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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.

Burger King CMO Ellie Doty Departs

A look at the marketing moves from the past few days, including the official departure of Ellie Doty from Burger King.


Burger King CMO Ellie Doty Departs

Joining Burger King in the midst of the COVID-19 pandemic in June 2020, Ellie Doty is leaving the burger chain after less than 2 years. During her brief tenure, Doty made some big impacts at Burger King, including serving as the company’s interim president. Doty led a brand overhaul in January 2021—the company’s first in 20 years—and a loyalty program, while overseeing $400 million in cross-channel marketing spend.


Toyota Australia CMO To Lead Lexus Australia as CEO

John Pappas is taking the reins as Lexus Australia CEO. A long-time marketer in the auto space, Pappas most recently held the title of CMO for Toyota Australia since July 2020.

“I am really excited to build on the strong momentum for Lexus, supported by stunning new models including our first all-electric vehicle, UX 300e, the upcoming all-new NX range, and the next-generation flagship LX SUV.”

Melissa Waters Joins Upwork As CMO

Here’s what’s happening this week in the world of executive marketing moves, including news that gig work platform Upwork looks to capitalize on growth amid global workforce shifts with their new CMO, Melissa Waters.


Upwork Names Melissa Waters Chief Marketing Officer

Upwork has landed Melissa Waters as CMO, who previously held the global vice president of marketing at Instagram, part of Meta, as well as past roles at Lyft and Pandora.

“In 2022, our strategy remains laser-focused on continuing to innovate, evangelize, and scale the world’s work marketplace – the career platform for every skilled worker, and every business, regardless of employment type and geography. Melissa’s deep expertise in helping high-growth companies scale, establish new categories, and build world-class brands is key to increasing awareness of Upwork and capitalizing on our $1.3 trillion total addressable market opportunity. We couldn’t be more thrilled for her to join the team,” said Upwork CEO Hayden Brown in a press release.


Kravet Brings Aboard Ex-Condé Nast Executive To Helm Marketing

Home furnishings company Kravet has brought on Kim Fasting Berg as chief marketing officer. Fasting Berg previously oversaw strategy, branding and marketing for Condé Nast publishing brands Vogue, GQ, Vanity Fair and Allure.


Former EasyJet/Bulb Energy CMO Joins MoneySuperMarket

As the brand looks to a relaunch, Lis Blair, former CMO of EasyJet and Bulb Energy has joined as general manager of insurance, marketing and customer operations.


Rene Villegas Named CMO of Starry

Broadband internet company Starry has landed Rene Villegas as CMO. Previously, Villegas held as head of marketing and sales role at Amazon for “Subscribe with Amazon.”


E Automotive Names First-Ever CMO

Emma Weisberg, former executive at Waze and Google, joins the automotive digital-commerce site E Automotive as their first-ever CMO.


Halo Collective Brings Aboard New CMO

Publically-traded cannabis company Halo Collective brings aboard cannabis industry veteran Sky Pinnick as chief marketing officer.

“I’ve been entrenched in brand building for the past couple decades and I’m excited to join Halo’s progressive team as we focus on expanding operations in Oregon and California,” commented Mr. Pinnick in a press release.

Trend Set: Spoiler-Free Spider-Man

Ayzenberg Junior Strategist Ashley Otah recounts this week’s trends including TikTok’s new feature tests, Spider-man spoiler avoidance and Megan Thee Stallion’s graduation.


TikTok

Feature frenzy. TikTok is testing a desktop streaming software titled TikTok Live Studio to a select group. The streaming software allows users to stream to TikTok Live after login, akin to Twitch and other game streaming outlets. As users continue to crave essential attributes across different platforms, the testing of this feature highlights the benefit of having interfaces that allow users to utilize a single platform as a central hub. Previously, the act of cloning features or in-app experiences seemed more widespread. Still, TikTok’s ability to adjust accordingly as consumer habits change quickly further underscores that showing up uniquely as a brand natively is becoming necessary to cut through the noise.

Megan Thee Stallion

Thee graduate. Megan Jovon Ruth Pete, known professionally as Megan Thee Stallion, graduated from Texas Southern University on Saturday, December 11th. The Grammy-award winning rapper, songwriter, and now college graduate is schooling people on how to show up and show out. With a newly signed Netflix deal, among other accolades, there’s a reason she stays booked and busy. Celebrities, influencers, and partnerships don’t need to show up anyhow and everywhere. Instead, they must show up right. Companies, brands, and the like can better execute partnerships by having an accurate pulse on talent that is appropriately aligned and an eye for cultural moments that go beyond sales and marketing moments that the average consumer is not aware of.

Love Nwantiti

Music madness. A crazy year for the music industry is coming to an end, with notable moments across the chart. With recorded music revenue growth in the U.S. up 27% and TikTok citing more than 175 songs that trended on the platform also charting on the Billboard’s Hot 100, the future of music looks bright. A standout hit this year was Nigerian singer-songwriter Ckay’s ‘love nwantiti (ah ah ah)’ which garnered over a million video creations on TikTok and ranked #2 on Billboard’s Global 200 list. The song’s success reaffirms that the cross-cultural impact of music is undeniable and should not be an afterthought.

Audio-based Social

Audio, but make it social. In a study by Erin J. Newman and Norbert Schwarz, people rated a physicist 19.3% better when listening to him in high quality. The effects of different audio qualities shift how people judge the content which creates a new crossroads. Balancing the delicate line between high-quality yet not overly-produced work that consumers are leaning away from is a feat more will face as audio-based social booms.

Spider-man: No Way Home

No spoilers and no way home. Spider-man: No Way Home hits theaters, and fans are avoiding spoilers at all costs. A video released from the movie’s Twitter account has amassed five million-plus views and instructs viewers to stop reading comments, mute keywords, and even stay off social media. The highly anticipated release and subsequent directions about making the experience special for everyone indicate how marketing can move beyond just building upon promotion and into a community space.