Meet Your New Consumer Target: Their Avatar

The biggest marketing disruption happening right now is the metaverse and with it comes the emerging opportunity for brands to provide experiences and products for the digital versions of consumers — their avatars, writes Upshot's Liz Aviles in the Muse by Clio....

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3 Ways To Build On AR's Growing Momentum

In 2016, a little game called Pokemon Go changed the way we thought about AR, showing us how moving this technology could really be — literally. For the first time, millions experienced an augmented reality so delightfully believable that it sent them willingly walking into traffic and ...

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Evolving the “Wall Test” in a Digital World

In every program’s development, there comes a time to “throw everything up on the wall.” But how does that work in a digital world? Evolving the purpose may be the first step.

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Planning Paid Media During a Crisis — and Beyond

Real-time recommendations for how to prioritize and optimize spend, establish new success metrics, and apply insights and date to inform paid media and search strategies....

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Brands and the Coronavirus: Real Time Social Media Strategies and Thoughts on What’s Next

With brands having to re-evaluate everything in light of COVID-19, adjusting to new realities that are constantly evolving, we have compiled some of the real time social media recommendations we are making to clients....

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Upshotters Recognized in Who’s Who in Shopper Marketing Agencies

Congratulations to the talented Upshotters on the Path to Purchase Institute's ninth annual Who's Who in Shopper Marketing Agencies. Suzanna Bierwirth, Lisa Hurst, Jeff Daniel, Udayan Kolandra, and Brian Priest help brands reimagine how to connect with shoppers in an ever-evolving marketplace. ...

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Victoria Brings Day of the Dead Beer Bottles to Life with Web AR

Upshot’s Constellation Brands team partnered with AR developer Groove Jones to create a truly immersive and beautiful augmented reality (AR) experience for the portfolio’s Victoria brand. Consumers bring a series of custom bottle labels to life in celebration for the annual Mexican holiday. ...

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How Chicken Sandwiches Became Today’s Air Jordans

Did 2019 find you in line for the notoriously scarce but highly coveted Popeye's chicken sandwich? Upshot VP Liz Aviles shares her thoughts on how Popeye's and other quick-service brands appear to be borrowing from the sneaker marketing playbook.

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Everything Matters: For Beauty Brands, a Holistic Marketing Mindset is Mandatory

Today's beauty trends are born on social with beauty campaigns now co-created by both brands and consumers. Lisa Hurst, Upshot SVP, elaborates on this dynamic and the need for a holistic approach to beauty brand marketing in her recent HAPPI article....

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Tune Up Your Tone of Voice On Social

A savvy approach to social media marketing requires careful curation of tone, frequency, platform, and more. Upshot EVP Lisa Hurst discusses this and more in Retail Touchpoint's latest Executive Viewpoint....

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What’s on Upshot’s Summer Reading List?

Upshotters share their fave summer reads, including novels about zombies, racial identity, and the pursuit of sleep, and nonfiction about soccer, the wonders of Nature, and a pursuit of rare feathers. ...

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How the Top 3 Marketing Tricks of 2020 Can Make Halloween a Treat

With the season of ghosts, goblins, and witches upon us, Upshot EVP Lisa Hurst shares how three of her favorite 2020 marketing campaigns can inspire brands looking to create Halloween holiday excitement despite a COVID-altered landscape in this recent feature from The Drum....

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