Kim DeNapoli

A rapidly-growing fast casual Asian concept based in Chicago, with 700 locations across the country and meals available in grocery stores for additional distribution, has broken down another wall after making innovation a consistent North Star for their company since its founding in 2003. Wow Bao has partnered with leading in-game experience studio Sawhorse Productions to introduce the Dim Sum Palace to Roblox users, and emergent tech loyalty services provider Flaunt to tie in their “Hot Buns Club.” Wow Bao’s Dim Sum Palace is a virtual hangout that serves as an extension of the chains’ loyalty program that began as a simple “point for dollar” exchange but has evolved to experiment with NFTs, other digital collectibles, and now this Roblox integration. 𝙒𝙝𝙖𝙩 𝙞𝙨 𝙩𝙝𝙚 𝙜𝙖𝙢𝙚𝙥𝙡𝙖𝙮 𝙡𝙞𝙠𝙚? Players are greeted by a DJ and can explore lounge areas, Momo’s Restaurant and a hidden speakeasy. The interactive 3D environment also carries Wow Bao paraphernalia and clues guests can follow to discover a head accessory for their Roblox avatar. However, to claim this gear and have a chance at other prizes, players must visit a campaign website and sign up for the Hot Buns Club reward program – making them the first fast-casual restaurant to gate in-game items behind a reward initiative like this. 𝙈𝙮 𝙩𝙬𝙤 𝙘𝙚𝙣𝙩𝙨... There have been two camps of thought around in-game experiences. Neither is necessarily wrong, but you have the marketers who understand the prestige and relevancy that an in-game build can bring to your brand when there is a warm enough reception. It’s a top or middle-funnel play that shares in the player base already captivated by the title in question and allows you to integrate your brand aesthetic and ethos into a unique and trendy medium that folks are still clamoring over. Then, you have those who historically have not been able to bite the bullet on the investment needed for an immersive enough build, therefore ignoring or writing off the channel entirely because the return is more ambiguous than they can be comfortable with. In digital media, why drop $100K-$500K on an experience where the reporting capabilities and level of detail is still evolving when you can use that same budget on inventory that will tell you exactly who your brand was able to communicate with and what actions were taken immediately afterward that might have directly led to revenue? Campaigns like this one by Wow Bao are showing how, with the right strategic planning and partnership infrastructure, it’s only a matter of time before those camps cozy up to one another and everyone wins. I mean... have you seen the Walmart x Roblox news making the rounds? #gaming #Roblox #QSR #marketing #loyaltyprogams

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If you have yet to do so, please subscribe to my newsletter. My recent edition covers the concept of Gap + Gain thinking. This philosophy was a game-changer for me. Looking forward to your feedback. Big shout out to the author of The Gap & The Gain Dan Sullivan for this read and Allison Maslan for bringing this book into my world. Pinnacle Global Network. #Brookjayatc #Newslettersubscription #thoughtleadership #experientialmarketing

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This reminds me of a brand marketing analysis we did back in 2021 about the chicken sandwich wars...and branding. YES it applies to automotive, and every other business... https://lnkd.in/e-czBMJv

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The issues and risks of Principal Media have been well covered over the past few weeks. For specific actionable guidance, check out the Managing Media Playbook from MMC. If you don't have your copy yet, I'll send it to you.

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In this episode, the folks at Together Equal and I chat and take a deep dive into LGBTQ+ representation in marketing and media. We explore under-represented groups, balancing profit with social good, and how we, as consumers, can drive change. Finally, we tackle pink-washing, celebrate diversity wins, and define what makes a true LGBTQIA+ ally. Andrew Milne, Sarah Aird-Mash Pink Media https://lnkd.in/eKynVPBc

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Arc was the most-awarded commerce agency at this year’s REGGIE Awards. 9 times. Reality: When you choose a life in marketing, you don’t always get to market things (brands, services, ideas) that directly align with your personal values. This year’s award-winning work created in partnership by Arc and Unilever: - Amplifies multicultural voices - Eschews perfection - Promotes family connection and positive self-worth in young women - Provides affordable, healthy meal options to families Do these align with my personal values? Yes. Yes. Yes. And…Yes. It thrills me to see this work connect with people, build businesses, perpetuate good in the world, and receive recognition for all of it. #IrresistibleCommerce #REGGIE #award #Unilever #ClientPartner #arcww

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OMG. Can't wait. The 12th episode of Beer Stories for Private Equity drops tomorrow, featuring Amy Silverstein of e2p in Chicago. The nugget below is from the last few minutes, but really captures how this firm thinks and acts, what they prioritize (and why) at the portfolio company level. #brand #privateequity #humancapital #valuecreation #getfiredup

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A variety of factors influence the probability of #sponsorship retention. Take a look at this comprehensive, generalizable sponsorship retention model recently published in the #JournalofAdvertisingResearch, available for #theARF members. #predictiveanalytics #advertisingresearch #marketing

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This is the definition of clever co-branding collaboration. Instead of reinventing the wheel, McDonald's is smart to connect consumers with an established fan favorite. Looking forward to seeing fresh ads for these sweet 6-packs of sugar soon. #CoBranding #BusinessCollaboration McDonald's Krispy Kreme TheStreet Veronika Bondarenko

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The onslaught of political ads will push brands out of some traditional channels. Here’s how to help your brand campaign break through.

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Coachella: a cautionary tale for brands. Despite its star-studded lineups and passionate attendees (we see you, Taylor Swift!), the festival recently hit a sour note with a record-breaking lack of interest. Over the years, Coachella went from music fest to brand extravaganza. Brands, eager to be 'cool,' splurged on everything from art installations to VIP parties, reaping short-term benefits and boosting Coachella's visibility as a marketing benchmark. But nothing lasts forever, and now they're facing the music. What does Coachella stand for today? What legacy has it created? Without clear guidelines for partnerships, space usage, and participation - letting people use it the way they saw fit - Coachella's brand has been diluted away. Brands, take note: protecting your equity goes beyond logos. Comprehensive guidelines should cover employee conduct, decor, and partnership strategies, ensuring a cohesive brand experience. Coachella can bounce back, but it will take deep reflection before next year's lineup announcement to reclaim the essence that made it special to begin with. #Coachella #Brand #BrandExperience

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The marketplace will look a lot different in five years. Mars United's Michele Roney offers 8 trends every hopeful network needs to consider in this new report. Check it out here: https://lnkd.in/ghxnYRb7

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Did you know Cyber 5 spending in 2023 reached $38 billion? This five-day window is a vital time for brands looking to win both online and offline. If you want to get ahead, check out The Mars Agency's latest report presenting 10 steps for optimizing retail media and omnichannel activation during this critical holiday sales window!

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Magnite's CEO, Michael Barrett, recently spoke about the benefits of Clearline and how it's directly integrated into platforms like MediaOcean to help clients execute better. In a recent interview with BeetTV, Barrett highlighted Clearline's progress and the evolution of SSP. To learn more about how Clearline can benefit your business, check out the link below. [Link to article]

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I will be in Vegas next month for the licensing expo (my first time attending) so would love to catch up with: - Any gaming clients who want to learn about our performance driven influencer capabilities along with our abilities to create longer term creator / ambassador programs. To learn more about creator programs, check out Jennifer Zall ' s blog here - https://lnkd.in/gpgCxhiA - Any non gaming clients who know they have to be involved in gaming but do not know where to start or how to reach out to talent (since we are talent agnostic, we have deep relationships with talent and their representatives). This Dungeons and Dragons movie campaign spearheaded by Emilee Helm showcased how Gamesight combined our intricate knowledge of the gaming market and our relationships with talent to put together a month long and tight turnaround massive campaign with talent across the US. - https://lnkd.in/gpbQUkbg. - Any company who wants to learn more about chat sentiment and how this data can support your efforts reaching the Twitch audience. Check out Nikolas Racelis-Russell's blog here - https://lnkd.in/dcfM-8jp #videogames #licensing #videogameindustry #influencers

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Money talks in all forms of media and sports media is no different. Well, for these past few years, and especially this year for women’s basketball, money revenue has been powerful. Women’s advertising revenue and overall revenue have skyrocketed. Viewership is up in a big way thanks to stars like Caitlin Clark and recording-setting attention is being delivered. Glad we are seeing women’s sports receive the attention they deserve. After seeing Caitlin Clark's rookie contract value last night, here's to hoping this revenue potential begins to positively influence WBNA earnings in the same way. #WomensSports #Sports #Advertising

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Like athletes to train both physically, and mentally, preparation is key for success. At Sports Innovation Lab, we’ve spent three years preparing for this moment. Now, everything comes together – the preparation, the passion, the positioning. With a breadth of inventory and depth of understanding of fans were ready to help break new records and media performance. The opportunity is here. Are you ready to score big? #MediaPerformance #SportsInnovation #DigitalMedia #audiencetargeting #IABNewFronts

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E-commerce is booming, but stores can still thrive! Think immersive experiences, not aisles. ✨ The future of retail is emotional connection and over half of US brands are investing in experiential tech. Jaime Bettencourt emphasizes this in her piece recently published by Retail Touchpoints. From interactive displays to curated playlists and captivating scents, the possibilities are endless. But what makes these experiences truly impactful? Jaime breaks it down:  💡The psychology of immersive shopping 💡Human-centric design for customer loyalty 💡Crafting memorable and measurable moments 💡Measuring impact Interested in learning more? Read the full article here → https://bit.ly/44vT5o1

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