All MKC Content
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How a Beer Brand Used Sneaker Culture to Win Over NBA Fans
REGGIE Awards April 21, 2022With the goal of deepening its relationship with NBA fans, Michelob ULTRA partnered with a famous artist and sneaker designer to create an extremely limited edition NBA Finals bottle and a Reddit-powered release to create a social media frenzy and drive brand engagement.
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How Bud Light Reached Out to a Young Multicultural Audience
REGGIE Awards April 21, 2022Bud Light’s “Free Agent” campaign was a U.S. national campaign aimed at multicultural sports fans between the ages of 21 and 35.
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How Doritos Disrupted Gaming
REGGIE Awards April 21, 2022Doritos’s “Disruptor Series” was a nationally focused program designed to reach Doritos and gaming fans across the U.S. While still leaning into a strong base of gen Z consumers, the audience was comprised of gaming enthusiasts and those who consume gaming content as the company wanted to disrupt the gaming landscape.
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How eBay Made Payments Easier
REGGIE Awards April 21, 2022eBay’s recent campaign to manage payments targeted all of eBay’s business and consumer sellers globally. Its diverse demographic includes business sellers and casual sellers from around the world, so the company localized its content to reflect all regional profiles and mindsets.
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How Epsolòn Went Against the Grain to Find Success in a Competitive Market
REGGIE Awards April 21, 2022Operating in an increasingly competitive tequila market, Epsolòn drove sales at both retail outlets and restaurants through a campaign that leveraged the brand’s rich Mexican heritage, something other tequila brands were shying away from at the time.
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How Ferrara Candy Company Used Children’s Talent for Storytelling to Revamp a Fruit Snack Brand
REGGIE Awards April 21, 2022After taking over the Fruity Snacks brand from Kellogg Co., Ferrara Candy Company embarked on a mission to rebrand the popular snack, launching a campaign powered by content created, in part, by children that demonstrated how the popular snacks were critical to parent-child bonding during playtime.
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How Merrell Used Influencers to Flip the Script and Win Over New Customers
REGGIE Awards April 21, 2022With the brand being outpaced by its competitors in the trail running category — but still resonating with road runners — Merrell created an influencer-led campaign that sought to show road runners how they could benefit from trail running, helping the brand reverse a downward trend and win with a new audience category.
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How Swarovski Won Over Generation Z by Creating Some Crystal Halo Swag
REGGIE Awards April 21, 2022To connect to a younger audience and advance its mission of making luxury available to everyone, jewelry brand Swarovski partnered with Xbox and the popular video game series Halo to create customized crystal giveaways to celebrate the release of a new edition of the Halo series.
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How The North Face Used a Wealth of Data to Create a Better Loyalty Program
REGGIE Awards April 21, 2022Using a wealth of customer research and a well-executed promotional campaign, The North Face revamped its customer rewards program to better engage its loyalists, gain new fans, and drive better overall sales results.
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How This Brand Personalized Travel
REGGIE Awards April 21, 2022G6 Hospitality created a campaign to help multicultural consumers travel.
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HP Dragonfly
REGGIE Awards April 21, 2022HP created an in-office installation and promotions program to market the new HP Elite Dragonfly to its distributors and resellers.
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Innovations in Marketing Mix Modeling
Conference Session Videos April 21, 2022In recent years, marketing mix modeling (MMM) had come to be seen as slow and backwards. Learn how recent innovations are allowing the approach to yield clearer insights, operate more quickly, and illuminate the long-term effects of advertising on brands as well as on sales.
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Innovations in Marketing Mix Modeling
Event Recaps April 21, 2022In recent years, marketing mix modeling (MMM) had come to be seen as slow and backwards; recent innovations, however, are allowing the approach to yield clearer insights, operate more quickly, and illuminate the long-term effects of advertising on brands as well as on sales.
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IT After Dark
REGGIE Awards April 21, 2022During the pandemic, Eaton created an online content hub that leveraged IT workers’ love of eight-bit retro gaming, meme culture, and tech hacks, providing resources and tools the IT community needed at a time it was most stressed.
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Jack Daniel’s Tennessee Fire Presents Drag Queen Summer Glamp
REGGIE Awards April 21, 2022To celebrate Gay Pride’s return to the great outdoors in 2021, Jack Daniel’s teamed up with RuPaul’s Drag Race stars to produce the brand’s first-ever reality series, Jack Daniel’s Tennessee Fire presents Drag Queen Summer Glamp.
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Jameson Celebrates St. Patrick’s Time Off (SPTO)
REGGIE Awards April 21, 2022Jameson developed an integrated marketing campaign to help consumers celebrate St. Patrick’s Day during the pandemic.
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LEGO Barcelona Flagship Opening Draws Inspiration from Mosaic Culture
REGGIE Awards April 21, 2022The LEGO Group developed an omnichannel campaign for the launch of its flagship store in Barcelona, inspired by the cities culturally ingrained mosaics.
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Machine Learning Applications
Conference Session Videos April 21, 2022In this video, Deloitte data scientist John Friedmann reviewed some machine learning techniques, including feature engineering, classification models, and deep learning.
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Machine Learning Applications
Event Recaps April 21, 2022Deloitte data scientist John Friedmann reviewed some machine learning techniques, including feature engineering, classification models, and deep learning.
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Michelob Exchanges Beer for Runners’ Miles
REGGIE Awards April 21, 2022Michelob promoted its ULTRA brand by giving athletic consumers the opportunity to earn credit in its loyalty program by recording the miles they had run.
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