| How Astral Tequila’s microdrama homage to “Practical Magic 2” came together. |
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It’s Tuesday. The US Open has begun, so we’ll try to keep it brief, since we can only assume everyone is still physically and emotionally exhausted from watching Novak Djokovic’s late-night, five-set, first-round upset elimination to Mariano Navone on Sunday. In today’s edition:
—Jennimai Nguyen, Alyssa Meyers |
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SOCIAL & INFLUENCERS Practically perfect  Astral Tequila |
Forget a five-o’clock cocktail—Astral Tequila and Practical Magic 2 are making midnight margaritas for all. The beverage brand and witchy movie sequel have teamed up to bring the magic of the Halloweentime classic to a new, younger audience. As official tequila sponsor of Practical Magic 2, which hits theaters September 11, Astral Tequila is hosting an “It’s Midnight Somewhere” tour in several cities across the country, holding watch parties for bartenders, and creating a microdrama social series, all alongside an appearance in the film itself. It’s a milestone partnership for the relatively new tequila brand, which first debuted in 2022, Brand Director Jenn Rapp told us. “This is a really opportune time for us to have this big moment in culture where we can truly supercharge the awareness that people have,” Rapp said. In the first Practical Magic, the romantic fantasy turned cult classic released in 1998, sisters Sally and Gillian Owens, played by Sandra Bullock and Nicole Kidman, crawl out of bed to join their aunts for a late evening of rambunctious margaritas and bonding. That meant that when the Practical Magic 2 opportunity arose from conversations with Warner Bros., Rapp said the film’s cultural power and its natural relationship to tequila made it an obvious fit. “The answer was pretty much immediately yes, because there really is no more iconic margarita scene in film history than the midnight margarita in Practical Magic,” she said. Continue reading here.—JN
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Sponsored By PwC A new kind of competitive edge  |
Who’s that on the pitch? Oh, wait…is that AI? How much of an edge can AI give a sports team? Dan Priest is ready to find out on this episode of The Intelligence Shift. Sports games have become as data-driven as anything else, with stats fostering decisions both on and off the field. With such rich datasets, is there potential for AI models to drive predictive accuracy further into the future, or is this just potential for a flag on the play? Dan speaks with Andy Tabrizi, CEO of Recentive Analytics, about how AI is transforming sports forecasting. Andy’s models now guide decisions worth hundreds of millions of dollars for the NFL and Live Nation. Listen to their convo. |
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SPORTS MARKETING Getting personal  State Farm |
The return of football season is right around the corner, which means tailgates, buffalo-chicken dip, the revival of your fantasy group chat…and a whole new slate of ads. For State Farm, NFL advertising is pretty much down to a science. Though the brand isn’t an official league sponsor, it has made multiple appearances in the Super Bowl (including an Ad Meter win) and has for years been an NFL ad regular, running memorable campaigns earlier in the seasons, too. This year, the brand is returning to the NFL with some familiar plays and faces, as well as adding a few newcomers and strategic shifts to its latest campaign. “We always have something up our sleeve to keep football fresh,” Alyson Griffin, State Farm’s head of marketing, told Marketing Brew. “We’re not official NFL sponsors the way we are in the NBA, for example, and so we have to move differently to break through.” Read more here.—AM
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Sponsored By impact.com  |
Affiliate affirmations. By migrating to impact.com, airSlate achieved 4x growth in their overall affiliate program over four years. The shift allowed airSlate to move beyond standard affiliates and unlock high-performance, premium publishers. For the full breakdown of how they made it happen, read the case study. |
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COWORKING Coworking with Bryant Kohler  Bryant Kohler |
Each week, we spotlight Marketing Brew readers in our Coworking series. If you’d like to be featured, introduce yourself here. Bryant Kohler, or BK, is managing director and partner at Conscious Minds. He previously worked on brand and marketing at Nike and Adidas. How would you describe your job to someone who doesn’t work in marketing? The tired, salty, old cynical me would say, “I convince people to buy shit they don’t need.” The more wholesome, heartfelt, and honest truth is “I make the brands you buy feel like the best friends you never see.” What’s your favorite ad campaign? I’d have to say it’s Allstate’s “Mayhem.” To this day, that was such a brilliant concept—how they took real human disasters that we likely drive by every day—and personified them into a character. You want to know how much I loved it? I dressed up as Mayhem for Halloween in 2011. I had three different variations of the costume on me. Fast-forward 15 years, and that platform (and character) is still alive. Can’t name five beloved TV shows that have stood up to time like that. Read more here.
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Sponsored By MarketCast  |
Don’t become background noise. When you spend millions on a tentpole ad, you want to make sure people are watching—and remembering your brand. MarketCast can help. Their white paper analyzes over 1,500 ads to understand how you can break through. Get all the data. |
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PODCAST Creators in the C-suite? Why it’s happening more than you think  |
In this episode, we explore the latest trend of creators snagging C-suite titles—but which ones are legit and which ones are for show? From Jake Shane touting a German candy brand to Vivian Tu’s actual financial advice, we look at the titles and the work behind them. Plus, when is perceived authenticity the least of your risks when it comes to naming a creator to your executive team? Listen to the episode |
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french press  Morning Brew |
There are a lot of bad marketing tips out there. These aren’t those. Change the game: A new report from e.l.f. and women’s sports consultancy Parity dug into the impact of sports on women in professional settings. Open eyes: The Trade Desk Intelligence and GoodQues recently released a study with insights about how brands can better reach the women’s sports audience. Other competitors: Several tools marketers can use to analyze their competition on social media.
AI’s home run? On this episode of The Intelligence Shift, host Dan Priest meets with the CEO of Recentive Analytics to chat about how AI is transforming sports forecasting. What are your thoughts? Tune in for the discussion.*
*A message from our sponsor. |
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Jobs  |
Real jobs, shared through real communities. CollabWORK brings opportunities directly to Marketing Brew readers—no mass postings, no clutter, just roles worth seeing. Click here to view the full job board. |
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joining forces  Francis Scialabba |
Mergers and acquisitions, company partnerships, and more.
- Chipotle tapped 100 creators for its first campaign under marketer Fernando Machado, its new chief brand officer.
- Snapchat teamed up with media and e-commerce company Togethxr to help support women athletes as content creators.
- Celsius became the first-ever energy-drink sponsor of ESPN’s College GameDay under a multiyear deal.
- United worked with Disney Advertising to promote its gate-to-gate wi-fi by having a SportsCenter host participate in ESPN’s Fantasy Football Marathon broadcast from 35,000 feet.
- Pure Leaf is partnering with American pro tennis player Amanda Anisimova for its US Open campaign.
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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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