Nearly 12,000 people visited the Mattel brand’s Coachella pop-up, and the brand will continue to push into experiential as it looks to grow among adult audiences.
“I knew it was going to connect,” Peloton CMO Megan Imbres said. “I did not think it was going to connect at the level that it has.”
As gaming grows in popularity, brands are going beyond the look itself, tapping into the interactivity and metaphors the medium offers.
The brand’s “Look Behind You” campaign, featuring the “Heated Rivalry” star in his first ad appearance, has been viewed 35 million times and counting, Verizon’s CMO told us.
The company is popping up in New York, Chicago, and LA to highlight historical figures.
Focusing on an athlete’s humanity over a highlight reel is something some marketers are considering, execs tell us.
“We don’t want to replace someone else’s jersey patch,” CMO Sean Gilpin said. “To be a founding partner is a unique opportunity to really have credibility in the relationship with the fans.”
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