| How brands channeled coastal elegance for “The Five Star Weekend.” |
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It’s Wednesday. The agenda is stacked, the networking is real, and yes, there will be coffee. We’ll see you at the Marketing Brew Summit on September 30. Your future self (and probably your boss) will thank you. In today’s edition:
—Jennimai Nguyen, Alyssa Meyers |
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TV & STREAMING Nantucket naturals  NBCUniversal |
The recipe for an epic girls’ weekend includes cocktails, thematic home decor, and…a surprise guest? At least, that’s key to the plot of The Five Star Weekend, a Peacock show based on a novel from Elin Hilderbrand, an author who is a favorite on BookTok. Starring Jennifer Garner as Hollis Shaw, a food and lifestyle influencer whose world is turned upside down when her husband suddenly dies in a car crash, the eight-episode series centers on a girls’ weekend at Hollis’s Nantucket home, an event she hosts as a way to cope with her grief. The invitees include a friend from each phase of Hollis’s life, plus one unexpected guest. To support the original scripted series, the premade cocktail beverage brand On the Rocks Bartender Created Cocktails, as well as HomeGoods, signed on as sponsors, with On the Rocks becoming the first-ever “integrated advertiser” to sponsor a Peacock companion podcast. Additional partnership elements include in-show integrations, custom content for social produced by NBCUniversal’s content studio Rock Studios, and experiential activations at the show’s July premiere. For NBCUniversal, combining all three elements across its sponsors offered a way to weave the brands into the world of the show, bringing the series offscreen and further into audiences’ lives, according to Karen Kovacs, president of advertising and partnerships at NBCUniversal. “Knowing Nantucket typically plays this character in a lot of [Hilderbrand’s] books, the goal was really to bring partners that were authentic and could be woven into that world,” Kovacs told us. Continue reading here.—JN
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Sponsored By ChatFeatured Your customers stopped Googling; they’re asking ChatGPT  |
People used to Google things. Now they ask ChatGPT, Gemini, Claude, Perplexity, Grok, Copilot, and Google AI. And those platforms handpick which brands they mention back. If you’re not in the conversation, you’re invisible—like not-ranking-on-page-two invisible. That means nonexistent. ChatFeatured can help with that. It’s a platform built to get your product recommended inside the AI your customers already know and trust. ChatFeatured optimizes how and where you appear on all seven major AI search engines. So when someone asks, “What’s the best skincare, earbuds, or protein powder?” the answer includes your brand. More visibility means more traffic; more traffic could mean more $$$. One of our customers saw 2,200% AI visibility since launching with us.1 The way people search has changed, so make sure you change with them. Start your seven-day free trial. |
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SPORTS MARKETING Singing along  Kansas City Chiefs |
Sports fandom used to be a no-brainer for young kids—you rooted for the team your parents did. Now, with children growing up on social media, where they can easily come across athlete and team content from anywhere in the world, friendly family feuds over fandom could become commonplace. The Kansas City Chiefs marketers sure hope so. The team, which has been working for the past few years to facilitate a global fandom, is now turning its attention to youth, with a new animated series on YouTube starring mascot KC Wolf singing short songs. It’s the Chiefs’ first time experimenting with kid-focused content, and Lauren Denowitz, VP of brand marketing and fan engagement, told us using KC Wolf as a conduit for reaching pint-sized fans is a strategy she plans to build out further. “You’re doing sports marketing often without your products,” Denowitz told Marketing Brew. “It’s very hard to get time from the athletes, especially when yours have elevated to the level of global pop star that ours have…Not everyone has KC Wolf that is as beloved and as exciting as he is, and so really the way I think about him is [to] let him be the 54th man on the roster.” Read more here.—AM
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SOCIAL & INFLUENCERS So back  Morning Brew |
Specs aren’t the only thing that’s got people talking about Snapchat. At NewFronts earlier this year, the social media platform disclosed massive usage numbers: 2 trillion snaps sent in 2025, or about 63,000 sent every second. Ajit Mohan, chief business officer at parent company Snap, Inc., said that advertisers have responded positively to the figures—along with Snapchat’s rejuvenated ad platform, which Mohan said the company has spent years rebuilding. “We know the progress that we have been making on the platform is pretty dramatic. I think in the last six months, marketers are starting to see it on their own dashboards,” Mohan told us. “I have definitely seen that energy in my conversations with CMOs and our partners, that they’re finally like, ‘Okay, you guys are back.’” Mohan recently sat down with Marketing Brew to talk about how the company is approaching AI, whether ads work in a messaging platform, and how to position a social platform when being offline is cooler than ever. See more from our conversation here.—JN
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Sponsored By Claravine  |
Same campaign. Conflicting dashboards. Data, data everywhere, but not a drop of insight. Broken data governance results in conflicting reporting, lost assets, and missed opportunities. Claravine’s practical guide outlines a data structure that can demonstrate measurable wins within 90 days. Download it here to see how you can apply the framework. |
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french press  Morning Brew |
There are a lot of bad marketing tips out there. These aren’t those. In and out: Tips from LinkedIn on effective posting strategies. Measure for measure: A guide to understanding—and calculating—social media ROI. Mind over matter: More than half a dozen behavioral-science-backed messaging tactics.
*A message from our sponsor. |
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World Cup and Reddit  Morning Brew Inc., Photos: Coors, Reddit, Adobe Stock |
Learn how Reddit’s creatives are encouraging advertisers to adopt a “listening first…talking second” approach to win over soccer fans. Check it out |
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METRICS AND MEDIA |
Stat: $13.8 billion. That’s how much advertisers are expected to spend on affiliate marketing commissions this year, an increase of more than 11%, according to research from eMarketer cited by the Wall Street Journal. Quote: “I think we kind of started a trend of parody music in the Gen Z space, and there are some other people who are trying to dip their fingers in our nachos.”—Grant Gibbs, one half of the comedic creator duo A Twink and a Redhead, speaking to Ad Age about the duo’s content strategy and sense of humor Read: “The Zyn-ification of everything” (Business Insider) |
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✢ A Note From ChatFeatured 1 chatfeatured.com/customers/vessel |
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Written by Jennimai Nguyen, Alyssa Meyers, and Kelsey Sutton Was this email forwarded to you? Sign up here.
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