This Week In Branded Content (November 9)

“Twitter’s destroyed its USP. The whole point, for me, was how inventive people could be within that concise framework. #Twitter280characters”

– J.K. Rowling






Adidas Launches Smart Shopping App Which Tailors Suggestions Based On Consumers’ Personal Style

Adidas has launched its own AI shopping app, which has been specially designed to offer a personalised experience for every customer based on their style and behaviour. The move marks the first time the German sports giant has made forays into selling products in-app. As well as offering easy access to the brand’s online store, the app serves up customised product recommendations and inspiration via a tailored feed of articles, blog posts and videos. It also gives users real-time updates about the sports, athletes and products they care about.

BY Rebecca Stewart



Nicki Minaj, Jesse Williams Star In H&M’s New Holiday Film

Nicki Minaj is getting ready for the holidays with H&M. The rapper stars in the Swedish fast-fashion retailer’s new holiday film, which focuses on a little girl tracking down the evil brother of Santa Claus in order to save the holidays, according to H&M. Minaj, who teased her campaign with H&M last month, doubles as both the mom of the girl and a fairy named Wisest Thingy. Minaj is joined by Grey’s Anatomy’s Jesse Williams as the father and the supernatural Fastest Fairy; The Big Lebowski’s John Turturro stars as both Santa Claus and his evil brother.


BY Stephanie Chan




Amazon Taps Into UK Soccer Market With Manchester City Series

Amazon will produce a behind-the-scenes multi-part exclusive series following the four-time top flight championship winning soccer team, Manchester City, through the current 2017/18 season. It’s set to launch exclusively on Amazon Prime Video in 2018. The series will follow the team’s legendary coach, Pep Guardiola and the weekly stories that unfold within the lives of the players. It chronicles Manchester City’s 2017/18 season from the world-leading training facilities at the City Football Academy, to interviews with the manager and executive meetings.


BY Denise Petski



Can Brands Be The Moral Guardians Of The Internet?

It’s always made me chuckle that the Cannes Lions Festival of Creativity takes place every summer on the French Riviera after the Palme d’Or and the, perhaps less-well-known, Hot d’Or, which offers gongs for such creative achievements as Best Double Penetration. This, you might think, puts advertising at the bottom of a sliding scale of morality. It’s not without reason that commentators since the beginnings of capitalism have asked questions of us image-makers who seek to manipulate purchase decisions by gaming the wiring of the hunter-gatherer brain.


By Chris Clarke




Why Marketing Through Mixed Reality Works

Mixed reality experiences began playing an important role in marketing a few years ago. Jason Yim, the CEO of Trigger, “The Mixed Reality Agency™,” explained what makes it so effective. “On the marketing side, there are two big things that mixed reality can do that others can’t,” says Yim. “One is product visualization and the second is the sharing of user-generated social content.” With respect to content, that which is generated by “friends and family,” tends to capture more attention than content that is “obviously pushed by a brand,” he says. With AR, users can easily shoot a video or snap a “selfie with a character” from a movie, and then instantly share it—something Snapchat has monopolized on quite well.


BY Ariella Brown



‘King Kong’ Musical To Bow On Broadway In Fall 2018

Jack Thorne, the Olivier-winning playwright of ‘Harry Potter and the Cursed Child,’ is penning the book of the long-gestating stage show. Broadway is readying for a monster of a musical. The long-gestating stage adaptation of King Kong will roar in the Broadway Theatre in fall 2018, producers Global Creatures and Roy Furman have announced. It will officially open on Nov. 8, 2018, after previewing from Oct. 5. The titular ape is manifested through a combination of animatronics and puppetry developed by creature designer Sonny Tilders, as similarly executed in producing company Global Creatures’ Walking With Dinosaurs and How to Train Your Dragon arena shows.


BY Ashley Lee




Brands are using influencers on to reach teens, a lip-syncing app that has more than 200 million mostly teen users, is focused on user growth, but brands like Beiersdorf, Disney and Kit Kat are using influencers to crack the audience there. The lip-syncing feature makes an easy fit for movie studios and record labels, said agency executives. Some advertisers do their own influencer outreach on and pay those individuals per post, while’s investor Cheetah Mobile started pitching agencies and brands with influencer ad packages. “ is not enthusiastic about advertising right now, but as an investor, we started testing monetization there over the past 10 months,” said Arthur Wu, head of global branding sales for Cheetah Mobile.


BY Yuyu Chen



Cambridge Analytica CEO Talks To TechCrunch About Trump, Hillary And The Future

A few weeks ago I met with, and interviewed, Alexander Nix, the CEO of Cambridge Analytica. His company has been credited with helping Donald Trump win the U.S. presidency. It’s also been associated with many other controversial political campaigns globally and accused by some of aiding the U.K.’s exit from the EU. He addresses all of these subjects in detail.


BY Mike Butcher




Lin-Manuel Miranda To Return To ‘Hamilton’ Role In Puerto Rico

Two hundred and forty-five years ago, a young Alexander Hamilton made his way from the Caribbean to New York to start a new life. Now “Hamilton,” the hit musical about that life, is making its way to the Caribbean. The production announced Wednesday that Lin-Manuel Miranda, the creator and original star of the musical, would return to the title role for a three-week run in Puerto Rico in January 2019. Mr. Miranda, whose parents moved to New York from Puerto Rico, is now visiting the island to support hurricane relief efforts.


BY Michael Paulson



Twenty-Seven Ways Marketers Can Use Blockchain

Before anyone has had a chance to figure out their artificial intelligence strategy or augmented reality plan this year, along comes the blockchain to suck all the buzzword-filled air out of the room. But blockchain may have a bigger impact than anything marketers have encountered since the advent of the internet. Defining “blockchain” in 2017 is akin to defining the internet in the early 1990s. Most people still can’t clearly describe what the internet is, but they know it is the backbone of the Web, email, streaming video, and mobile apps. Blockchain technically describes blocks of data strung together as a distributed ledger running over a peer-to-peer network that authenticates and protects the data..


BY David Berkowitz






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