Land Rover Lures Thrill Seekers With Experiential Outdoor Festival

Land Rover is bringing together live music, art and wellness for an experiential lifestyle festival “4xFAR” where the public can test-drive the automaker’s 2020 Defender car for the first time. The two-day festival, set for January 18-19, 2020, will take place in Coachella Valley, California and feature an array of experiences curated by Outside Magazine.

Attendees can participate in onsite activations such as fly-fishing demos, wilderness survival and outdoor photography workshops as well as mountain biking, slacklining, yoga, climbing and spirit and wine tastings. Sports champions will also host a series of daily panels around wellness. Ongoing musical programming will feature a lineup of eclectic singers, producers and songwriters including Mark Ronson and Sofi Tukker. 

Virgin Galactic pilots will share firsthand accounts of space travel with guests, and muralist James Goldcrown will showcase signature pieces, with limited edition merchandise available for purchase to ticket holders. Additionally, Camel Trophy competition winners will sign autographs and share stories of their adventures. 

As part of the festival, Land Rover designated 15 acres of purpose-built, off-road courses for consumers to test-drive the 2020 Land Rover Defender alongside the company’s full range of vehicles. Guests will also have the chance to take new and vintage Land Rovers for a spin as the event will include special displays of heritage vehicles from the brand’s 71-year history.

Last Friday, Tata Motors, the Indian automaker that owns Land Rover, reported its latest quarterly earnings report which revealed strong growth of its Jaguar Land Rover (JLR) subsidiary, which accounts for about 75 percent of annual sales. Motley Fool reports that improved product mix and strong sales in China drove the car’s sale eight percent higher in Q1.

Facebook Shows Strong Q3 Growth Amid Public Backlash

This week, Facebook’s Q3 results come in strong, Twitter’s CEO takes a stand against political ads and Mixer matches Twitch’s subscription price.


Facebook Demonstrates Strong Growth In Q3

According to TechCrunch, Facebook users increased two percent to 2.45 billion.

Why it matters: Despite public backlash and increased competition from Snapchat, Facebook has managed to stay sticky.

The details: Facebook reached 2.45 billion monthly users in Q3 compared to 2.41 billion in the quarter prior. It now has 1.62 billion daily active users and $18 billion of revenue, up 29 percent year-over-year, with $2.12 earnings per share (EPS). The company gained 2 million users in each of its core US, Canada and Europe markets.


Twitter Stops All Political Advertising Globally

Twitter’s CEO tweeted that the company believes political message reach should be earned, not bought. 

Why it matters: Twitter’s decision to ban political ads is in stark contrast to the support Facebook has expressed for politicians’ free speech.

The details: Dorsey explained, “A political message earns reach when people decide to follow an account or retweet. Paying for reach removes that decision, forcing highly optimized and targeted political messages on people. We believe this decision should not be compromised by money.”


Mixer Matches Twitch’s Subscription Price

The Microsoft-owned platform Mixer is going after Twitch by changing its subscription pricing from $5.99 to $4.99.

Why it matters: The change in price comes after Twitch’s top streamers, such as Ninja and KingGothalion, moved to Mixer. The lower rate makes it more appealing for other pro Twitch streamers to make the move to Mixer. 

The details: Mixer’s new price is the same amount as Twitch’s initial level pricing. Subscribers who auto renew will see the lower rate and those who subscribed within the last week can even request an adjustment. 


Facebook Launches Preventative Medicine Tool For Users 

According to a Facebook blog post, the social media giant’s latest feature will prompt users to get regular checkups and connect them to service providers.

Why it matters: The issue of privacy caused Facebook to scale back its efforts in health, but the tech giant is moving forward again even though consumers have doubts. A year ago, a consumer filed a complaint with the Federal Trade Commission accusing Facebook of improperly protecting information about users of a group that discussed personal medical conditions with the expectation of privacy. A recent study also shows that several mental health apps have been sending data to Facebook for analytics or advertising purposes. So it’s unclear what steps Facebook has taken to address privacy concerns.

The details: For the new health initiative, Facebook is teaming with organizations such as the American Cancer Society and Centers for Disease Control and Prevention to develop a series of digital prompts that encourage users to get a standard battery of tests. To start, the company’s focus will be the top two leading causes of death in the US—heart disease and cancer. Facebook’s partner organizations will recommend checkups to users based on age and gender via the mobile app or desktop version. Additional features of the tool include completed marks, reminders for future tests and an option to tell their friends about the tool. Facebook said it will not collect the results of any test. 


Gen Z Favor Snapchat, Twitch And Wish

An App Annie study revealed top app and web preferences of Gen Z.

Why it matters: Gen Z collectively spend $44 billion a year and influence another $600 billion in household purchases. Marketers have more incentive to shift ad dollars to these platforms. 

The details: The top-ranking apps among Gen Z are Snapchat, Twitch and Wish. Wish, the ecommerce platform that connects buyers directly with sellers is a favorite of the group because its discounted products appeal to Gen Z’s budget-savvy habits. Given social media has made them more guarded, Gen Z are more likely to use Snapchat because it deletes messages and stories after 24 hours. 


Snapchat Introduces 3D Paint Feature For Augmented Reality Snaps

According to Venture Beat, the feature enables users to create new augmented reality (AR) snaps directly from their camera.

Why it matters: The 3D paint feature is part of Snapchat’s growing AR investment. In the last few months alone, the company raised $1 billion in short-term debt as part of its AR strategy and launched dual-camera spectacles capable of creating 3D AR content. 

The details: 3D Paint is available on iOS devices initially and users can access it via the “AR Bar,” the app’s dedicated space for creating and browsing AR filters. Users can manually draw visuals over their faces through the selfie camera. 


FTC Rules That Selling Likes And Followers Is Illegal

According to Social Media Today, the case involves a Florida businessman who sold social engagement to celebrities.

Why it matters: The case sets new guidelines for potential legal action against sellers of fake social media engagement. Facebook has already moved ahead with legal action against several fake engagement providers, even extending the push to those selling fake likes in China. 

The details: The FTC recently fined Florida businessman German Calas, Jr. $2.5 million for selling likes and followers to celebrities, under a business Calas led called Devumi. A New York Times investigation found that Devumi drew on an estimated stock of at least 3.5 million automated accounts, each sold many times over, helping the company generate $15 million in revenue. Earlier this year, Devumi agreed to a $50,000 settlement. The FTC says the additional $2.5 million will be suspended when Calas has paid $250,000. In a second case, the FTC issued a warning to skincare brand Sunday Riley whose founder allegedly wrote fake reviews about the company’s products via Sephora’s site and ordered employees to do the same.  


Editor’s Note: Our weekly social media news post is updated daily. This installment will be updated until Friday, November 1. 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 editorial@alistdaily.com.

Ad Fraud Myths And Misconceptions With Augustine Fou

During this episode of “Marketing Today,” I interview Dr. Augustine Fou, who is an industry-recognized thought leader in digital strategy and integrated marketing, an ad fraud researcher and auditor for several companies and publishers around the world. He has 20 years of management consulting experience creating and optimizing marketing strategies across traditional and digital channels.

Fou shares the many myths and misconceptions that marketers have about ad fraud. We tackle some questions, such as, “If you have ad fraud detection, are you safe?” Or, “Shouldn’t I be immune if I’m only paying for performance?” We also discuss why don’t we hear more from industry trade groups.

Fou helps to define and categorize ad fraud. He walks us through the various ways that fraud occurs. He shares the limited capability of bot detection companies, which are just looking for invalid traffic (IVT), and how the algorithms are not tuned for anything else. Marketers need to know that whatever you are paying for (click, conversion, etc.) is the specific thing the “bad guys” are going to fake. Fou gives us some fantastic tips on how to combat the pervasive fraud throughout the industry. 

  • How we define ad fraud. (02:41)  
  • Categorization of fraud. (05:11) 
  • Limitations of bot-detection companies and quick ways to detect other types of fraud. (08:43)   
  • Dr. Fou’s thoughts on estimates of fraud occurring in the industry. (10:38) 
  • A discussion on “asymmetric warfare.” (13:21)  
  • Question 1: I’ve got fraud detection in place, am I not safe? (17:33) 
  • Question 2: I only pay for performance, so I must be immune to ad fraud. (21:39) 
  • An interesting study looking across 800 mobile exchanges. (22:46) 
  • An example: the Uber lawsuit. (23:49)  
  • The key lesson for marketers to know and examples of loopholes. (24:39)  
  • The importance of looking at your data and not relying on industry trades alone. (29:03) 
  • A discussion on certifications and accreditations. (30:37)  
  • The importance of auditing. (31:54) 
  • What are the multi-million dollar detection companies not seeing, and why? (35:05) 
  • What should marketers be doing to combat fraud? (40:54) 
  • What does the world look like without ad fraud? (44:39) 

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 opportunities around brand, customer experience, innovation and growth. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine startups.

How To Build Consumer Trust And Encourage Data Sharing

Originally published at AW360.

A well-oiled brand should do three things:

  1. Ask consumers for feedback on the products they purchase, and the experience given to them.
  2. Spread the name of your business so it’s easily recognizable to the average consumer
  3. Make your brand name one that consumers associate with trustworthiness

Failing to inspire faith in your brand with consumers can sink your entire operation. The trust between a company and its customer base isn’t built overnight. Consumers need proof of dependability before they commit to brand loyalty. As innovations in technology make private information increasingly public, the struggle to gain consumer trust has found a new battleground: Personal data use. While customers seek out personalized commerce experiences and are willing to share their data to that end, there are growing concerns regarding how brands are using it.

Customers who share data with brands are seeking something in return. However, for the brands themselves they are asking… Do we have too much data and not enough understanding?

This was a recent article I wrote about InfoObesity and how brands are gorging on so much data and information that we don’t know what to do with it all. On the other side, more data means more risk in terms of GDPR and data privacy.

You only have to think about recent breaches including Marriot being fined over 100 million pounds. So this is now a big and real deal for brands.

Once broken, trust is a trial to rebuild. It only takes one bad experience for a consumer to drop your brand forever.

So, the question: in a market where they seek both personalized shopping experience, as well as a real measure of privacy, how do you get customers to trust your data use?

Be Transparent—And Flexible

Given the growing concerns about personal data use, just having a privacy policy page statement is no longer enough. It should be the first thing they see when they go to your website. From the moment they land on any of the webpages owned by your brand, customers should have a clear idea of exactly what data you’re collecting through their use of your site, as well as the ability to consent (or not) to it.

Consumers should also have an option to adjust their privacy settings. If your website has an option for ecommerce—and therefore an option to create an account—there’s no excuse to not have these options accessible under account settings. The good news is that, with the exception of social media sites, most consumers aren’t going to go out of their way to change those settings, and you should be free to collect all the data you need.  Still, having the option available shows your commitment to protecting consumers’ data and being worthy of their trust.

Drive The Message Home

User-friendly privacy policies and terms and conditions are great places to start building trust with your consumers, but you need to take it a step further. If having a data use policy that protects your consumers is a priority for you, they should know the measures you’re taking to ensure they have a positive shopping experience with your brand.

Make a transparent privacy policy a cornerstone of every online communication you have with your customers. Sending a newsletter?  Include the policy statement.  Sharing a special deal on social media? You know what to do. The more you emphasize how important it is to you that you use consumer data in an ethical way, the less reluctant your customers will be in sharing that information with you.

Focus On The Pros

The comments surrounding the collection and use of consumer data is mostly focused on the negative outcomes of when that data is misused, however, I actually think that many of your customers may not be aware of how sharing their information can enhance their shopping experience.  When you collect their data, let them know that it’s being used to make their time on your website better.

Whether it’s to send them deals targeting their specific interests, or rewards based on their personal data such as special birthday gifts, offers on Mothers and Father’s Day, focusing on the benefits of sharing more of their personal data will incentivize your consumers to do so. If you ever have the chance to frame the narrative about how you use data into something positive, you can use those opportunities to build your brand’s reputation and the trust your customer base has in it.

Always Ask For Feedback

Just as it takes time to build trust, maintaining that trust requires work and energy. Keeping that positive relationship between brand and customer alive is a continuous and never-ending process. Don’t be afraid to ask for feedback. No one knows better what consumers want from a brand than the consumers themselves—and, hey, seeking that feedback offers you yet another way of collecting consumer data in a way that is not only ethical but also makes the customer feel good and heard.

You can never be 100 percent sure that your customers trust you but asking for their input is a pretty reliable way to get a good idea of how they view your brand.  In the meantime, getting customers to trust your data use should be a known priority in every element of your business, from the CEO down to the customer clicking “proceed to check out.”

Why Twitch Is No Longer A Niche Platform

Originally published on ION.

(Editor’s note: AList is published by a.network. To get up to speed on the rapid changes affecting the influencer marketing landscape, click here.)

The gaming industry is set to make $152 billion in universal earnings this year, providing marketers newfound opportunities to reach one of the most untapped audiences—streamers. Twitch streamers are becoming notable influencers in their own right and the popularity of Twitch has attracted influencer activations sponsored by gaming and non-gaming brands including Wendy’s, Gillette and KFC. The live streaming video platform, which Amazon acquired in 2018 for nearly a billion dollars, has more than 15 million daily active users who watch an average of 95 minutes daily. 

The platform’s real-time content offers a community experience that helps deepen the connection between streamer and user, making it a strategic platform for product placement and campaigns. While it’s uncharted marketing territory, Twitch currently has 220,000 affiliates and 27,000 partners. Ahead we take a closer look at the current Twitch influencer landscape, how early adopters of Twitch influencer marketing are targeting audiences spanning a variety of categories on the platform and why it should no longer be considered a niche platform.

Twitch considers itself the world’s leading social video service and community for gamers. Historically, the platform has given gamers and gaming fans an avenue to share their enthusiasm. Eighty-one percent of Twitch users are male and 55 percent are between the ages of 18-34. Twitch runs ads just like other social media platforms, but its main differentiator is that influencer promotions appear in a live video format rather than a static image or video. Much like Instagram or YouTube, Twitch influencer marketing activations include shoutouts, giveaways and videos of streamers unboxing products. 

What gives brands who utilize Twitch influencer marketing an added advantage is the fact that users are actively watching a streamer’s video with little to no interruption. Brands looking to try influencer marketing on Twitch should consider a streamer’s concurrent viewership (CCV) rather than follower count to determine the extent of their pull. Think of CCV as Twitch’s version of reach and impressions as the CCV shows exactly how many people a streamer is actively reaching on a daily basis.

The lengthy, unfiltered live streams that dominate Twitch generate engaging content and in turn, deeper connections. This gives brands an incentive to invest in Twitch influencer marketing, and the number of influencer partnerships appears to be rising. The number of revenue-earning American Twitch streamers grew 59 percent from 2016 to 2017.

“I think there’s a LOT of opportunity to drive ROI here, but I also believe it requires a thoughtful, nuanced and sensitive approach to these relationships that not every brand is able to manage. Blundering in and expecting to flash some cash to get a streamer to do exactly what you want (just as with other kinds of influencers), really won’t work well with the kinds of influencers a brand really wants to work with,” David Bloom, a writer and consultant on influencer marketing and related issues for Forbes and Tubefilter, tells AList.

The bulk of Twitch influencer marketing happens between brand and gamer. One notable influencer activation includes Guy Beahm’s partnership with Daybreak Games to market the brand’s H1Z1 Auto Royale game. During his three-hour live stream, Beahm was able to connect with his fans while answering their questions and providing a comprehensive demonstration of the game. To date, the video has garnered 39,346 views.

Gaming may have catapulted Twitch to where it stands on the influencer marketing totem pole today, but that’s slowly evolving. What started out as a platform that let people flaunt their gaming skills has turned into a place for non-gamers to also share their talents and interests with the world. Last year, Twitch introduced 10 new stream categories including art, hobbies and crafts, food and drink, music and performing arts, beauty and body art, science and technology, just chatting, travel and outdoor, sports and fitness special events, talk shows and podcasts, ASMR and tabletop role-playing (RPG) games. 

Recently, a bevy of brands tested out Twitch influencer marketing. In March, Gillette announced the “Gillette Gaming Alliance,” a team of 11 Twitch streamers from 11 countries to represent the brand and support its Twitch campaign, “Bits for Blades.” The Gillette Gaming Alliance streamers gave fans the opportunity to earn Twitch Bits—virtual goods users can send in chat to support streamers financially—by buying select Gillette products displayed and talked about by Alliance team members. By clicking on a Gillette-branded banner, viewers could then purchase Gillette products through Amazon or a third-party vendor and earn at least 250 Twitch Bits in return. Streamers in the alliance included CourageJD from the US, Dendi from Russia and Yapyap30 from Korea, to name a few.

Last year, KFC also turned to a Twitch influencer to promote its chicken wings. The quick-service restaurant teamed up streamer Ben Lupo, who goes by DrLupo—a professional Destiny player and sponsored Fortnite streamer with 518,000 followers—for a two-day giveaway. Lupo and another Twitch influencer, Anthony Kongphan, played a game during which they ran an interactive livestream contest. Users were encouraged to comment “winner winner” every time the duo won a round of the game, which would produce a unique KFC emoji. They gave away free $5 gift cards along the way, marking a clever move on KFC’s part to organically tie its brand to the gaming community.

Recent data shows that Twitch outperforms live game streaming competitors including YouTube Gaming Live and Facebook Gaming in terms of viewership. According toStreamElements, Twitch viewers watched 2.7 billion hours, YouTube streaming viewers tuned in for 736 million and Facebook Gaming saw 198 million hours viewed.

Hours viewed aside, YouTube may be more profitable. “Though Twitch commands some big live audiences, relatively speaking, I’m told that Twitch influencers are monetizing better on YouTube. They typically take highlights (or someone else pulls them for them) and turn those into shorter, on-demand videos of “greatest hits” that may involve more than one streamer. Twitch dominates the live-streaming space for games, though Facebook Watch, IGTV, YouTube Live and Twitter’s Periscope all do quite well in live streaming other kinds of content,” Bloom notes. 

A streamer named Nightblue3 has built a loyal fan base around playing League of Legends on both YouTube and Twitch. He averages more than four YouTube videos weekly and about 23 hours of streaming on Twitch. Though his Twitch live streams garner an average of 12,500 viewers, Nightblue3’s earned media value (EMV) on a YouTube video is more than 30 times higher.

For brands considering Twitch as an influencer marketing strategy, Bloom says there are first some important questions to ask: “Are the audiences connecting to a specific streamer a good overlap with your brand? What innovative or unique ways can you connect and leverage a relationship with that influencer that also brings value to your brand? You’re effectively renting their audience, which they’ve laboriously built for months or years. You should expect they’ll be intensely attentive to that audience, and messaging that is appropriate for their sense of their audience, and of who they are.”

What’s The Impact Of Proposed CCPA Regulations On Digital Advertising?

Data collection and management have fed digital advertising for a quarter-century, but the industry is facing major changes, as this month, California Attorney General announced a notice of proposed rulemaking and draft regulations for California’s new consumer privacy law–the California Consumer Privacy Act (CCPA). The act is slated to take effect on January 1, 2020, and is expected to significantly restrict how companies collect and manage consumer data. 

The Law 

In a nutshell, the proposed act means that California citizens and California state itself will be able to sue any company that violates their personal data sharing rights under the law. In a press release issued on October 10, Attorney General Xavier Becerra said: “Knowledge is power, and on the internet, age knowledge is derived from data. Our personal data is what powers today’s data-driven economy and the wealth it generates. It’s time we had control over the use of our personal data. That includes keeping it private. We take a historic step forward today to protect Californians’ inalienable right to privacy. Once again, California leads the way putting people first in the Age of the Internet.”

The CCPA includes the following key requirements:

  • Businesses must disclose data collection and sharing practices to consumers
  • Consumers have a right to request that their data be deleted
  • Consumers have a right to opt-out of the sale or sharing of their personal information
  • Businesses are prohibited from selling personal information of consumers under the age of 16 without explicit consent

Also, for-profit organizations that do their business in California and collect consumers’ personal information will be responsible for complying with the CCPA if they have an annual gross revenue that totals $25 million or higher; purchase, receive, sell or share consumer data from 50,000 or more consumers, households or devices and finally, make the majority of their annual revenue from selling personal data. 

Adding to the anxiety is the fact that, at the moment, businesses don’t have a clear understanding of how to interpret some aspects of the law and don’t have a finalized bill to review.

Daniel L. Jaffe, group executive vice president, Government Relations for the Association of National Advertisers explained: “The California Consumer Privacy Act is going to go into effect in less than three months, on January 1, 2020. Before it goes into effect, possibly, the rulemaking by the attorney general will be completed. He has come out of his rulemaking proposal on October 10 and [how these] proposals usually work is that you get a 45-day comment period. And then, if there are major changes that could be made to the rule, you get another 45 days. So, it’s either 60 or 90-days of time for comments. That at the very least will push the final rules to the limit of the legislation going into effect.” He added: “This, I can see from talking to [ANA] members, created a great deal of anxiety, confusion and general problems because companies don’t have a finalized bill to prepare for. When you are shooting at a moving target, that’s very difficult and there is at least a possibility that the rules may not be finalized until after the effective date of January 1, 2020.”

The Impact  

According to the Interactive Advertising Bureau (IAB) estimates, the act will cost businesses tens of billions of dollars. Dave Grimaldi, executive vice president of Public Policy at IAB said in a press release shared with AList: “[…] A recent CCPA economic impact assessment, prepared for the Office of the Attorney General, asserts that CCPA could cost companies in California up to $55 billion in initial compliance costs alone. Considering these high costs, it is imperative that implementing regulations provide strong protections while avoiding unnecessary costs to innovation, content development and general services that could be devastating to small and mid-size California businesses, including potential job losses.”

And of course, it is quite possible that the act will affect not only businesses but customers as well.  “Eventually, consumers are going to pay for this through a hidden tax because it’s going to [cost companies billions of dollars]. Somehow, [the state] is going to have to handle that massive [losses which will result] in higher costs for services and products,” Jaffe said. 

The Strategy 

Unfortunately, it’s estimated that smaller businesses will face the biggest obstacles as they don’t have access to all the resources of their larger competitors. “A lot of small and mid-size companies may not be as well prepared to respond to [the proposed regulations] because they don’t have armies of lawyers, IT experts and other [specialists] to depend on,” Jaffe said. 

So, what can brands do to get ahead now? Jaffe says that most importantly, companies must be able to track the data they are collecting and from whom and put it together ASAP in a presentable format to be able to provide if and when requested.

Also, according to Matthew Baier, COO and CMO at Contentstack, to get compliant with CCPA, brands need to: 

  • start a campaign for CCPA compliance with CMS
  • understand automated consent management and validation
  • organize easily-accessed and adjustable consumer profiles and consent records
  • set up thorough permissions settings
  • build adaptable and extensible site architecture

It is also important to develop “right to be forgotten” workflow, as according to the act, a customer will be able to request his or her personal data from the system at any time. “Because of this, you’ll want your CMS to be constantly tracking where all the pertinent data associated with a single user lives so that you can find and remove it during the allotted time frame,” Baier writes.

TAZO And RZA To Host Sleepaway Camp, Help Guests Balance Creative Pursuits With Commercial Potential

TAZO is hosting an overnight experience called “Camp TAZO” for its second year. Led by rapper and record producer RZA, the camp will lead aspiring creators through inspirational workshops with guided creative prompts, and plenty of tea. The camp will take place in RZA’s home town of Staten Island, New York in February 2020.

TAZO’s inspiration for the sleepaway camp came from the tea brand’s commissioned study that found 75 percent of Americans wish they could get out of their comfort zones but don’t know, how. The study also found that 72 percent regret not trying something new versus trying and failing.  

During the immersive two-day camp, RZA will guide campers through a series of activities meant to unlock mental and creative enlightenment. For a chance to participate, participants must submit a three-minute video application about the barriers they face when exploring new creative ideas and what they hope to get out of Camp TAZO. Additional requirements include submitting links to recent works and telling TAZO which tea blend you’d be and why.

Bringing back its camp activation for a second year marks TAZO’s move to strengthen ties to its younger audience and differentiate itself from other tea brands in an industry where interactive experiences are scarce. 
Last year, as part of its “Brew the Unexpected” campaign, TAZO brought on former RuPaul’s Drag Race contestant Alyssa Edwards to be the brand’s inaugural camp counselor for the first camp activation, which took place in Austin. TAZO’s partnership with Edwards and its “Brew the Unexpected” campaign marked its first big marketing push since being acquired by Unilever in 2017 for $384 million.

Amazon Aims To Attract Fashionable Shoppers With Omnichannel Denim Festival

Amazon’s fashion arm announced a four-day experiential festival in Berlin, “Destination Denim,” to highlight its extensive denim category, from October 24-27. After an exclusive launch party with fashion influencers and celebrities, the festival will be open for free to customers across Europe. There, consumers can take part in customization workshops, panels led by fashion experts and live performances. 

The omnichannel event will include activations both online and offline. “Destination Denim” will allow non-Berlin based shoppers to experience the festival through the Amazon website via event-specific products and interactive features such as playlists, tutorials and denim edits curated by fashion influencers. 

The festival will feature products from brands such as Levi’s Wrangler, 7 For All Mankind and G-Star in addition to exclusive products from Tommy Jeans and Amazon Essentials. A digital catwalk with 3D-view of garments will bring these products to life.

Attendees can also participate in a voice assistant-enabled styling experience powered by Amazon Alexa and shop from a capsule collection curated by German fashion influencers Leonie Hanne and Stefanie Giesinger. Amazon is also drawing on celebrity power as Rita Ora will host the festival launch party and Jorja Smith and Anne-Marie will put on live performances. 

Destination Denim marks Amazon’s first initiative focusing on brick-and-mortar operations with digital playing a supporting role. An omnichannel activation that fuses fashion and tech is part of the giant’s plan to attract a more fashionable segment of customers and become a top player in the US apparel industry. Amazon’s more than 100 million paying members have been fueling sales, allowing it to gain 1.5 percent of the apparel market in 2018. Earlier this year, Amazon introduced a series of limited-edition fashion collections designed in collaboration with influencers called “The Drop.” Fashion blogger and influencer Paola Alberdi, who boasts over a million Instagram followers, designed the first collection, which was only available for 30 hours to shoppers. Amazon says every piece was made to order in an effort to reduce waste.

Michael Scheiner Joins Tommy Hilfiger; Nationwide Names New CMO

This week in marketing moves, Dennis McIntyre promoted to CMO at Stater Bros., Hulu taps Netflix’s Spencer Peeples as head of Film and Awards Marketing, Ramon Jones to succeed Terrance Williams as CMO at Nationwide, Tommy Hilfiger taps former marketing executive at Hollister Co. as chief marketing officer, Twitch snags mobile and social gaming company Zynga’s CMO and Kimberly-Clark chief marketing officer steps down.


Beyond Meat Taps Coca-Cola Marketing Veteran As CMO

Coca-Cola veteran Stuart Kronauge will join the vegan patty maker as chief marketing officer, Reuters reports

Kronauge formerly held the role of president Sparkling Brands and SVP of marketing at The Coca-Cola Company, where she spent over 20 years. Per Reuters, Kronauge is joining Beyond Meat in time when the company is expanding the sale of its plant-based meat burgers in retail stores and partnering with more restaurants to build on the consumer demand for vegan patties that taste, cook and look like real meat.


Stater Bros. Names New Chief Marketing Officer

Stater Bros. promoted Dennis McIntyre, who most recently served as the supermarket chain’s executive vice president of marketing, to executive vice president and chief marketing officer. 

McIntyre will assume the role starting November 4 and will continue to report to Stater Bros. CEO, Pete Van Helden. 

“As CMO, Dennis will work toward furthering and ensuring a cohesive brand identity. He will also be responsible for developing and leading an overarching marketing strategy across all areas of the company to meet the company’s business goals of sales and margin growth,” Van Helden said. 


Former Netflix Exec To Lead Film And Awards Marketing At Hulu

Spencer Peeples is leaving Netflix and joining Disney-controlled Hulu as VP, Film and Awards Marketing, effective November 11.

At Hulu, Peeples acquires a newly-created position where he will be responsible for leading Hulu’s awards campaigns and overseeing publicity and marketing campaigns for Hulu original films. 

Peeples will report to Hulu’s VP of Brand and Content Marketing, Ryan Crosby.


Marketing Executive Shifts At Nationwide 

According to a recent press release, Nationwide’s chief marketing officer Terrance Williams will leave the company in November and will be succeeded by Ramon Jones. 

Jones previously held several leadership roles at the company, including regional VP of Nationwide’s Western US operations, associate VP for the office of the chief executive officer, marketing leader of Nationwide’s Property Casualty businesses, and, most recently, he was financial services marketing leader.

In his new role, Jones will report to Nationwide’s chief executive officer, Kirt Walker. 

“Ramon is well-prepared to assume the role of chief marketing officer. During his nearly two decades at Nationwide, he has held numerous leadership roles in the business and in marketing that make him uniquely qualified to promote and protect the Nationwide brand and position him to drive further business success,” Walker said.


Tommy Hilfiger Welcomes A New CMO

Tommy Hilfiger Corp. appointed Michael Scheiner as the new chief marketing officer of Tommy Hilfiger Global, effective October 28.

Scheiner joins the company from Hollister Co., where he served as SVP global marketing for a year. Prior to that, he was VP marketing, digital and communications for Abercrombie & Fitch, Abercrombie Kids and Hollister.

In his new role, Scheiner will be in charge of leading the brand’s growth across digital and experiential platforms from Hilfiger’s global headquarters in Amsterdam. 


Twitch Taps Zynga’s Doug Scott As Marketing Exec 

Doug Scott is leaving the mobile and social gaming company Zynga to join Twitch as chief marketing officer, according to reports. 

Before Zynga, Scott was CMO of music startup BandPage and VP of marketing and revenue at mobile game publisher DeNA. He also worked for Electronic Arts and served on the board for Matrixx Initiatives and as an adviser for YouTube Music.

Twitch COO Sara Clemens said about Scott’s appointment: “Doug has deep experience extending brands into new markets across games and entertainment industries, making him the ideal fit to lead Twitch’s marketing strategy. As Twitch continues to grow, Doug will play an integral role in extending the brand beyond endemic audiences, supporting our incredible creators and expanding our presence in global markets.”


Angela Zepeda To Replace Dean Evans At Hyundai Motor America

Hyundai Motor America has named Angela Zepeda as its new chief marketing officer, effective immediately. This follows the former motor company’s CMO, Dean Evans, announcing his departure last week

Zepeda will lead all Hyundai’s marketing and advertising efforts in the U.S., such as the strategic direction, brand development, national and regional advertising, experiential marketing, digital and social media and brand partnerships. She will report to Hyundai Motor America COO Brian Smith. “It’s a great honor to be going in-house at Hyundai and I’m excited by the challenge of leading the marketing team during this transitional time for the automotive industry. Hyundai is a brand on an upward trajectory with sales growth that outpaces the industry, a revamped product lineup, and a laser focus on the customer experience,” Zepeda said in a press release.


Olga Cardona Named VP Administration And Marketing, Latin Music

Universal Music Publishing Group announced the promotion of Olga Cardona to vice president, administration and marketing, Latin Music. 

In her new role, Cardona will oversee administration and marketing in Latin America and will be in charge of driving increased exposure of UMPG’s Latin songwriters on social media channels. She will continue reporting to UMPG president for Latin America and U.S. Latin, Alexandra Lioutikoff. 

“With the global growth of Latin music, our ability to maximize opportunities and revenue for our Latin clients is greater than ever. Under Alexandra’s leadership, UMPG Latin has thrived and I’m so proud to reach this stage of my career as part of her team. I look forward to creating new opportunities for our songwriters while working closely with our global team,” Cardona said in a press release shared with AList


Kimberly-Clark CMO To Leave The Company

Kimberly-Clark’s CMO, Giusy Buonfantino, announced that effective November 1, she will no longer be with the company, Adweek reports

After Buonfantino’s departure, Kimberly-Clark’s global marketing capabilities team will report to Alison Lewis, who joined the company in June after six years as CMO of Johnson & Johnson.


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Editor’s Note: Our weekly careers post is updated daily. This installment is updated until Friday, October 25. Have a new hire tip? We’re looking for senior executive role changes in marketing and media. Let us know at editorial@alistdaily.com.


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