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 

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. 

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

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.

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

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.

How Chicken Sandwiches Became Today’s Air Jordans

Our market intelligence team’s list of eight trends will help you shift your thinking about high-velocity change and innovation as you navigate a dynamic marketplace and aim to anticipate and exceed consumers’ elevated expectations.

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. 

Upshotters Recognized in Who’s Who in Shopper Marketing Agencies

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. 

What’s on Upshot’s Summer Reading List?

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.

Meet Your New Consumer Target: Their Avatar

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.

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

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.

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

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.

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.

Evolving the “Wall Test” in a Digital World

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.

Planning Paid Media During a Crisis — and Beyond

Retailing’s digitally blended future, brands’ role in the emerging metaverse, and the rise of audio-based social media are some of the shifts in the marketplace and culture explored in Upshot’s latest trends report. 

A collective desire to move beyond the liminal state of the past year is underpinned by collective hope to feel better and find joy in what’s over the horizon.

Cultural IQ: Seven Trends to Act On This Year

Upshot’s Lisa Hurst recently spoke to Retail Touchpoints about the emergence of content studios within the physical store environment. “As the physical environment of a store is transformed, it becomes more of a content creation studio and more of an experiential destination.”

How Social Commerce Will Reshape Retail: From Content Creation & Partnerships to In-Store Experiences

Gen Z is setting the terms for brand success in a post-pandemic world. In a new Advertising Week interview, Liz Aviles, a member of our Strategy team, speaks to how and why this generation is the most powerful influence on brands today.

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