Marketing News Roundup: June 28, 2022

Today we feature a round-up of some big events and recent industry happenings.

• Reddit announces Canadian Consumer Marketing Campaign: Find your people
• Akshon Media Named an Official Content Production Partner for 2022 season of Overwatch League™ and Call of Duty League™
• Coors Light Launches New Summer Campaign “The Official Beer of Everything Unofficial
• Knak Becomes the Only Codeless Email and Landing Page Solution with Single Sync to Salesforce Pardot

Read more below!

Reddit announces Canadian Consumer Marketing Campaign: Find your people

Following an award-winning 2021, Reddit and R/GA have partnered once again to today launch “Find your people” in the US and Canada. As Reddit’s latest marketing campaign – and first-ever US national TV buy – “Find your people” draws its inspiration from Reddit’s 100,000+ communities, showcasing the amazing things that can happen when passionate people come together around things they care about.

This campaign launches immediately following this year’s Cannes Lions International Festival of Creativity, where “Find your people” was initially unveiled to attendees via out-of-home advertisements and featured throughout Reddit’s Explorer’s Club – a custom-built clubhouse for all festival-goers. Last week, Reddit’s clubhouse hosted over 1,500 Cannes visitors, inviting them to dive into the platform’s most passionate communities and find their people. After an exciting and immersive first look at “Find your people” at Cannes, Reddit is thrilled to bring this creative home to North America.

Beyond Cannes, the past year has brought incredible momentum to Reddit’s platform and underlying business. From the re-launch of r/place to announcing its Community Funds program and celebrating Reddit’s first 12 months in Canada, Reddit continues to activate the passion and engagement of its users to drive real-world action. As a result, the platform saw a 42% increase in brand relevance in the US and a 38% increase in brand relevance in Canada in 2021.

As a Canadian continuation of “Find your people,” Reddit is also partnering with Live Nation Canada to build on Canada’s passion for music and its rich music communities by bringing “Reddit House” to the Budweiser Stage in Toronto for the summer concert season. Nodding to the 70% of Canadian Reddit users interested in music, Reddit will curate an IRL experience, through experiential agency Salt XC, for music fans through genre and artist-customized digital signage and brand ambassadors to engage with new and current Reddit users and more.

“Find your people” exemplifies the power of community at its core and Canadians feel that sense of belonging when they gather on Reddit to converse across shared interests and topics that speak to their experiences and individuality,” said Reddit Market Director, RJ Pauloski. “We’re excited to now highlight these communities across Toronto, Ottawa, Vancouver and Calgary over the coming months.”

The campaign is live today in the US and in the following months will span across national TV, Connected TV, digital video platforms, paid social and out-of-home. With Canadian media strategy and buying via cairns oneil and creative execution via JAW Advertising, in Canada, you can find “Find your people,” across digital out-of-home, high-impact digital media, and IRL activations.

Akshon Media Named an Official Content Production Partner for 2022 season of Overwatch League™ and Call of Duty League™

Akshon Media is proud to announce that it has been named an official content production company for the 2022 season of Overwatch League™ and Call of Duty League™. This pivotal announcement comes after a successful 3-year deal with Activision Blizzard producing highlight videos for the Overwatch League.

For the 2022 season of Overwatch League, Akshon Media is expanding its mandate and working with Blizzard Entertainment to produce post-game match highlights, video content for broadcast and other work behind the scenes as a content production company.

In addition, the 2022 season will mark the first time Akshon Media produces match highlights for the Call of Duty League.

"These production contracts for the global franchises were awarded to Akshon Media for our uncanny ability to create content that truly resonates with the global esports fans," says Roger Chan, CEO of Akshon media. "Akshon's hand-picked team understands the storytelling needed to enhance the overall fan experience and we're thrilled to continue our relationship with Activision Blizzard."

The Overwatch League is a professional esports league for the Overwatch® franchise and features 20 teams representing 19 cities across six countries. The 2021 Grand Finals was the most-watched match in the league's history, with a global average minute audience of 1.68 million*. The 2022 regular season began on May 5th and is scheduled to run until October 22nd.

Call of Duty League is the official esports league of the Call of Duty® franchise and includes 12 teams representing four countries. The 2022 season of Call of Duty League is currently underway and has already seen a historic viewership during the season's first Major, making it the best performing Major since the league's inception*.

Founded in 2016, Akshon Media has been producing high-quality digital videos for a wide breadth of brands and categories. Known for its compelling storytelling, digital marketing and intricate network of content producers, it has operations in Los Angeles, Seoul, and Vancouver. For more information on Akshon Media and its portfolio, please visit www.akshonmedia.com.

Coors Light Launches New Summer Campaign “The Official Beer of Everything Unofficial

With the beginning of summer officially off to a hot start, Coors Light has announced a new campaign that represents the brand’s largest single campaign investment since it launched the Made to Chill platform in 2020.

Officially, the first day of summer is June 21. Unofficially, it’s whenever it’s warm enough to drive with the windows down. Officially, one hot dog is a serving. Unofficially, it’s two. Officially, summer is the warmest time of year. Unofficially, it’s the chillest.

And as the beer made to chill, Coors light is all about these unwritten, unofficial rules of summer. That’s why this summer, we’re launching the beer brand’s latest campaign, “The Official Beer of Everything Unofficial.”

On the heels of strong share growth so far this year, Coors Light is bringing the heat for summer. The brand has a strong lineup of plans that will position it to win during the best moments of summer. The campaign is backed by a robust and broad investment across TV broadcast (including placements like AGT performance rounds, the Bachelorette premiere, the US Open, etc.), localized out-of-home billboards (including takeovers at Yonge & Dundas Square and Union Station), online video, digital display, social, partnerships with the likes of Twitch and Narcity, new primary and secondary packaging, consumer prizes, and more.

Coors Light has always shown up big, especially in the summer months, and the brand is ready for a strong summer of ’22. Creative agency, Mischief worked on the creative which also airs in the US, and Wavemaker worked on the media buy in Canada.

Knak Becomes the Only Codeless Email and Landing Page Solution with Single Sync to Salesforce Pardot

Knak, the codeless email and landing page creation platform for enterprise marketers, releases its enhanced integration with Salesforce Pardot (now known as Salesforce Marketing Cloud Account Engagement Platform). The integration update makes Knak the only complete solution on the market that offers simple, drag-and-drop codeless campaign creation for email, landing pages and forms at the click of a button for Salesforce Pardot users.

The seamless integration with Salesforce Pardot supercharges enterprise marketing campaign processes, making them faster and more streamlined as it connects creation, collaboration, and approvals.

“At Knak, we pride ourselves on empowering marketing teams to get back to their creative roots,” said Pierce Ujjainwalla, Co-founder and CEO of Knak. “With today’s enhanced integration updates, enterprise marketing teams that use Pardot and Knak will be able to create beautiful, on-brand high converting campaigns even faster than before.”

Beyond increasing the speed at which Pardot users can get their emails to market, today's integration update offers additional benefits including:

• No code creation: Having developers hand-code emails takes up valuable resources. With Knak, enterprise marketing teams can create beautiful, on-brand emails and campaigns instantaneously with the easy-to-use drag and drop editor. Not only does this make campaign creation faster, leading teams to be able to deliver more volume, but it allows marketers to create, design and test their own emails and landing pages easily, achieving better results, click-through rates and engagement.
• Real-time collaboration: Comments, approvals, reviews and edits can be made by anyone in real-time, directly within the platform. This enhanced capability is perfect for decentralized marketing teams and allows them to streamline processes and easily collaborate on campaigns.
• Effortless brand control: With brand management built right into the Knak platform and the ability to set up multiple brands easily using pre-set typography kits, colour palettes and design modules, marketing teams can be given complete freedom to create campaigns within the guardrails of the brand.

Marketers that are interested in Knak’s enhanced Pardot integration can visit this link for more information: https://knak.com/integrations/pardot/

Compiled by Emma Whiten, Editor of Marketing News Canada