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Inside Marketing (Oct 14th, 2019)

1. A Fortnite outage is being heralded as a smooth marketing move. Players of the popular game logged in Sunday for an event called "The End," a conclusion to its tenth season. By that afternoon, players had instead been dragged into a "black hole," and were left staring into a black screen. Esports and gaming consultant Rod Breslau says that the outage - which was likely necessary as the game updates to season 11 - was cleverly spun by its marketers. "Fortnite Season 10 is coming to an end, and all of this is hype for Season 11," Breslau says. "Instead of just the standard update approach that Epic does for Fortnite ... which is going down for a few hours to apply an update, Epic has created an entire marketing and social media campaign, along with a narrative story around it." - CNN

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2. Retail forecasters are expecting a sales increase of 4.5-5 percent for U.S. markets this Christmas, and with that will come a new wave of promotions across social media. Kieley Taylor, the global head of social for [m]PLATFORM, says that Instagram's Checkout offering is particularly promising for holiday marketers, "as it is well-known in performance marketing that for every incremental step required for purchase there will be some drop-off or abandonment." As Checkout allows purchases while still inside Instagram, the function removes "potential site redirect issues and fatigue of information entry." - THE DRUM

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3. Nike has acquired the tech from a celebrity marketing company called TraceMe. TraceMe, which was backed by heavy hitters like YouTube founder Chad Hurley and Amazon CEO Jeff Bezos, was unsuccessful in its efforts to "connect celebrities with 'superfans' through its app via behind-the-scenes content, community features, and more," and folded late last year. The shoe brand purchased TraceMe's tech "to supplement the company’s content strategy on Nike-owned platforms," a spokesperson said via statement. - GEEKWIRE

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4. If you're too goth for the Lisa Frank penthouse we discussed last week, a new Booking.com marketing partnership might be up your alley. The previously noted marketing blitz for the new adaptation of "The Addams Family" will include a three-bedroom, 3,700-square-foot, 19th-century townhouse in Clinton Hill, Brooklyn, that's been decorated in the family's creepy style, and will be available for stays via Booking's platform. The spot is a steal at $101.10 per night, but any losses will surely be repaid via the social media capital provided by its guests. Reservations open on October 28, and the stays will be short and sweet, as the marketing effort concludes on November 1. - CNET

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5. A new campaign from Coors will involve the Jonas Brothers. The campaign will involve a "limited edition batch" of Coors Light that Kevin, Joe and Nick reportedly helped brew. The beer will feature labels with the bandmembers' faces superimposed on the mountains that typically adorn the beer's packaging, and will be available in November in markets in Boston, Philadelphia, Chicago, Nashville and Tampa. - AD AGE

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6. This week, Slate's "Working" podcast takes us behind the scenes of an influencer marketing platform. The show focuses on Mae Karwowski and Max Domain, co-founders of Obviously, which connects clients like Coke, Lyft, and Warner Brothers with "the best influencers" for those respective brands. - SLATE

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7. Marketers need to develop the technical skills to fully utilize AI. According to marketing strategist Andy Betts, "AI-powered martech opens the door to a world of cost savings, new revenue and enhanced customer experience," making the ability to understand its offerings an important skill for any marketer that wants to stay in the game. - MARKETING LAND

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8. Mattress company Nectar has launched a marketing campaign featuring a fake spokesperson. The DTC brand's spokesperson - a so-called "motivational sleeper" named Yawn Yawnson - purportedly hypes up crowds by evangelizing the power of napping. According to Nick Guastaferro, VP and head of brand, creative and communications at Nectar parent company Resident, the campaign is a play on the fact that "we live in a self-help culture. Everybody's trying to give everybody tips on how to do more and take on more and be their best selves." - MARKETING DIVE

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9. Perkins Eastman is looking for a Communications Writer. In the role, which is based in the New York firm's in-house Brand + Communications Group, you'd create content for "collateral materials, blog posts, bylined articles, media campaigns, internal communications, and social media platforms." Qualified candidates must be "equally comfortable writing a clever headline as you are writing longer copy," and have at least eight years of marketing experience. - PERKINS EASTMAN

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10. National Veterinary Associates is on the hunt for a marketing manager. In the position, which is based in Agoura Hills, California, you'd "develop strategic marketing plans that identify trends, gaps and opportunities for local clinics" and "manage a roadmap of marketing projects prioritized by potential impact." Qualified candidates must have at least five years of relevant experience. - AMA

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Eve Batey is a writer, editor, and consultant based in San Francisco. She also owns a store and writes about the business of true crime. You can find her on Instagram at @evelb or via email at eve@inside.com.

Editor: Kim Lyons (Pittsburgh-based journalist and managing editor at Inside).

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