Mountain Dew may not be one of the first names associated with direct response marketing, but that's not stopping the Pepsi-owned brand in testing a Twitter click-to-call feature that's akin to the tactics employed by practitioners attempting to reel in sales leads.
Lauren Johnson is a senior technology editor for Adweek.
Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering digital marketing trends, social platforms, ad tech and emerging tech.
Budweiser is expanding its two-day Made in America Festival to include events in Los Angeles and Philadelphia this year with a three-month campaign that centers around branded video and social media.
Zillow has acquired Trulia for $3.5 billion in stock, which could trigger a string of similar consolidations within the online real estate industry.
Hudson's Bay Co., a pioneering North American business that was founded in 1670, is blazing trails in mobile marketing. Two of the Toronto-based company's retail chains, Lord & Taylor and Hudson's Bay, are getting on board the smartphone-triggered beacons trend with a test program rolling out today in 10 stores.
Not long ago, packaged-goods brands were accused of being slow movers in digital. Now, that reputation is changing as more marketers enlist social media and mobile to link loyalty programs with real-world data.
Starbucks CEO Howard Schultz revealed that his company had amassed nearly 12 million active monthly mobile users in the U.S. and Canada during the brand’s third-quarter earnings call on Thursday.
Samsung grabbed three of this week’s top YouTube videos on the Adweek/VidIQ top 10 video chart, two of which center around celebrities and athletes to prove that the company does more than sell phones and tablets.
Office Depot is the latest retailer to bet on augmented reality to target millennial back-to-school shoppers this year. The retailer is launching a mobile campaign for the second year that integrates image recognition into its shopping app.
Alcohol-delivery app Drizly is launching in Denver today, making it easier for people to get booze to their doorstep within one hour. The app is also available in the New York, Chicago, Boston and Los Angeles areas.
Attention retailers: shoppers are not as interested with beacons and in-store tracking as you think they are, according to a new report from digital marketing platform Punchtab.