Marketing News Round-Up: April 05, 2022

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

• Polar Ice Vodka Provides Free Rides to the Jays’ Home Opener
• Molson Ultra Launches New Creative Campaign with Record Media
• Wordle is owning the Canadian gaming conversation on Twitter in 2022
• Nielsen Enhances Identity System for Digital Ad Ratings in Canada Read more below!

Polar Ice Vodka Provides Free Rides to the Jays’ Home Opener

After a turbulent few weeks, the MLB can finally rest easy because baseball is back ON and the city is sure to be buzzing knowing our Jays are kicking off the regular season right here in Toronto.

To make game day preparations a little easier for fans, Polar Ice is offering the city free TTC rides to and from the Rogers Centre! As the Official Canadian Vodka of the Toronto Blue Jays™, Polar Ice will be providing free TTC rides for all passengers, on Friday, April 8th, on the 504 King line between 5:30 p.m. - 11:30 p.m. ET!

There are no curveballs here… Simply round up some teammates and let Polar Ice take you out to the ballgame! Polar Ice aims to help Toronto locals celebrate Opening Night, safely and in style.

Molson Ultra Launches New Creative Campaign with Record Media

Canadians are known for many things, including their stereotypical politeness, love of hockey, and double doubles. And more so than other countries, they're also a uniquely active population. The daily choices of Canadians lend to an active lifestyle, usually taking advantage of the vast and diverse geography we have – from hiking up mountains, to paddle-boarding in lakes, to cycling through snow and everything in between.

Molson Ultra asserts its place within this active Canadian lifestyle with the brand’s new campaign that takes the stereotype of Canadians being ‘yes people’ – polite, with humility – and flips it on its head to showcase the grit and determination we have as a people. If "yes people" means getting outdoors, even when the outdoors doesn’t want us there, then…yes. Despite the conditions, Canadians know it’ll be worth it and they say yes. With 70 calories and 2 grams of carbs, Molson Ultra is the beer that keeps up with that lifestyle. It’s the beer we say yes to.

You can view the new 30s spot below:

The new campaigns highlight the active lifestyle of Molson Ultra consumers and showcase the beer that accompanies them in a new, refreshed light.

Wordle is owning the Canadian gaming conversation on Twitter in 2022

According to Twitter Canada’s most mentioned games of 2022, Wordle has topped the charts as the game with the most Twitter mentions by Canadians. The game made the top during the first quarter (Q1) of 2022, followed by Genshin Impact and Final Fantasy. Globally, Wordle was the second most mentioned game on Twitter during Q1 2022, trailing only Genshin Impact.

Overall, Q1 of 2022 was the biggest quarter ever for gaming conversation on Twitter. Overall, there were nearly 800 million Tweets about gaming during Q1 2022, up 52% year-over-year and 12% compared to Q4 2021. Twitter's global gaming lead Rishi Chadha gave a deeper dive into these insights in a new Tweet thread, including details on the games, esports teams & esports athletes who've owned these gaming conversations on Twitter so far in 2022.

Nielsen Enhances Identity System for Digital Ad Ratings in Canada

On April 1, Nielsen enhanced its open web methodology in Canada for Digital Ad Ratings through the Nielsen Identity System alongside seven other markets: Australia, Brazil, India, Germany, Indonesia, Japan and Spain. Nielsen is revolutionizing how digital ad campaigns are measured in a rapidly changing media ecosystem.

The launch of the Nielsen Identity System in Canada on April 1st follows successful launches in Italy, France and the UK earlier this year.

Paige Sontag, Client Strategy Director, Nielsen Activation, Measurement and Media Analytics, Canada said, “Nielsen's focus on local markets ensures measurement in Canada will remain viable through the changing digital ecosystem and will continue to strengthen. With the decline of cookies, our focus on strengthening identity pushes us closer to mending the fragmentation within the digital measurement ecosystem. The enhancements that are being made to the Nielsen Identity System will instill new confidence in measuring the reach and frequency of campaigns.”

Thanks to the Nielsen Identity System powering Digital Ad Ratings, advertisers and publishers can measure the reach and frequency of their audiences with confidence. This upgraded identification system measures digital campaigns for the open web alongside the integrations already in place for walled gardens. Powered by more than 2 billion device identifiers across the world, constantly being refreshed, it also connects digital ad impressions for the open web to demographic data from both Nielsen and third-party data providers.

Nielsen continues to enter into and expand its relationships with both global and local data providers to power up the Nielsen Identity System.

This is an important milestone as the company continues to evolve technologies and methodologies toward the global Nielsen ONE strategy, underpinning a powerful digital measurement capability that helps with the vision of a true cross-platform that measures across all screens.

Compiled by Emma Whiten, Editor of Marketing News Canada