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Justin Taylor shared thisKFC just made a game show and the cast came from its own ads. In March, KFC asked "How much do you believe in chicken?" Every ad had a QR code. 9.8 million people scanned it and landed on a casting page. More than 50,000 applied. KFC picked 30 of them. Now those 30 are the stars of "Don't Crack," a 30 minute show on KFC's YouTube channel. Blindfolded obstacle courses, laser headsets, and the last two sit in giant nests trying to cry a tear of joy first. Winner gets £50,000. Here's what I like. Most brands pay to rent an audience. KFC built one first, then cast the show from it. The ad was the casting call. The casting call became the content. And the people in the show are real fans, so every one of them has a reason to share it. It's also a smart way to spend media. The scans were the proof people cared before a single episode existed, and you just signed up a ton of people you can retarget for marketing messaging The part I'm not sure about: will people watch a 30 minute brand show? The content will have to be good. Would love to know what you think
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Justin Taylor shared thisReebok is making some BIG moves recently. This is a brand not worried about picking one lane and sticking to it. What I saw on their IG in just the last two weeks: 𝗦𝗰𝗿𝗲𝗲𝗻 𝗰𝘂𝗹𝘁𝘂𝗿𝗲 𝗳𝗮𝗻𝗱𝗼𝗺 - A dance film with Belmont Cameli from Off Campus, selling the Classic Leather in black and white. Teen TV audience, cheap shoe, the one they already make millions of (below). 𝗚𝗼𝗹𝗳 - Reebok x Manors II with the British label Manors using old Reebok shoes rebuilt with golf outsoles. Aimed at the younger golf crowd who don't want to dress like their dad. 𝗪𝗼𝗺𝗲𝗻'𝘀 𝗯𝗮𝘀𝗸𝗲𝘁𝗯𝗮𝗹𝗹 - Time to Rise 51 with Lauren Betts, plus a collab with First to 500. The fastest growing audience in American sport right now. 𝗙&𝗕 - The Reebok Angel Reese 1 in a Reese's colorway, out this month. Her signature shoe built around a nickname her fans already gave her, co-signed by a candy brand. 𝗦𝘁𝗿𝗲𝗲𝘁𝘄𝗲𝗮𝗿 - Billionaire Boys Club x Reebok. Pharrell and NIGO's label, and the Ice Cream sneakers were a Reebok job back in 2003. Thirty and forty somethings who were there the first time, plus a younger crowd buying early 2000s archive culture. 𝗦𝗼𝗰𝗰𝗲𝗿 - Vlahović in the Sidewinder 26 Elite. This is Reebok getting back into boots after years out of it, and the Sidewinder is their first proper top-tier boot since. 𝗟𝘂𝘅𝘂𝗿𝘆 - Celine x Reebok, $750, the 1980s Freestyle rebuilt in lambskin. It walked at Paris Fashion Week in June, and Celine’s first sneaker collab. Reebok gets to be a brand that sits on a Paris runway making $100 Club C look better by association. The question should always come back to, does this feel like the brand, or just something the brand is doing? Reebok has real history in basketball, aerobics, street and running. Not in golf, luxury or candy, which is why each of those came with a partner attached. So even Reebok is only credible in about half these rooms. Where they aren't, they rent it from someone who is. Is focus still the right advice, or is that a hangover from a different era?
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Justin Taylor shared thisWhat makes AI agents with access to all your personal data less scary? Cute mascots! OpenAI and Meta have both came to that same conclusion, branding their new offerings with cute characters that both look like plush toys that I'm sure they believe communicate "comfort". The early adopters of these tools are AI native tech enthusiasts, and people using it for business. At least for me, I feel like these mascots are a big mismatch with the use cases I intend to use it for. Elsewhere OpenAi is using grandmother's to show how easy the voice feature is, so this fits the narrative on how AI platforms are postioning these products. But will it work? Time will tell.
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Justin Taylor shared thisYour iced coffee has a better fall wardrobe than you do. Dunkin' and L.L.Bean made a tiny sweater for your coffee. Then yesterday, they launched a tiny Boat and Tote to carry it in, alongside a matching sweater and bag for you. It's ridiculous. I kind of want all of it. What I like is that both brands actually show up in the product. L.L.Bean brings the sweater and the tote. Dunkin' brings the coffee, the colors and the daily routine. You can see the whole idea without reading a press release. A lot of collabs feel like someone slapped two logos on a sweatshirt and called it a day. This gives people something they'd want to photograph before either brand asks them to. The coffee's the same. Now carrying it is part of the fun.
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Justin Taylor reposted thisJustin Taylor reposted thisHas your brand budget been cut in the last two years? ✂️ You're not alone. More than half of brand marketers have. So how do you stop it happening to you? Having built brands from the inside and started their own too, Matt Kerbel and Justin Taylor have seen this fight from every angle. Justin's answer: know what you actually mean by "brand marketing," and what those dollars are for. Half the battle is being able to explain it, here's how you get there ⬇️ https://hubs.li/Q04yqSP70
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Justin Taylor shared thisLEGO is a strong brand not because they make bricks, but because they own imagination and creativity. The best brands in the world understand that branding is about more than just the product you have on shelves, it’s about creating emotional value with consumers
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Justin Taylor shared thisRockstar x Spotify are running an epic coordinated attack for GTA VI. Massive artists like Travis Scott, Morgan Wallen and Future all simultaneously shared GTA-styled artwork on their social media and not one of them said a word about it. Days later, Spotify slapped those exact visuals onto massive billboards in NY, LA, and Miami. No explanatory copy, just cryptic Vice City styled art and a Spotify logo. When you leave a vacuum of information, your audience fills it. Fans and Reddit threads were going off! Dissecting the images, building theories and generating millions of impressions. What’s interesting this time round.. Every brand in GTA is made up. Cluckin' Bell, Sprunk, Vapid. Take-Two's CEO has ruled out product placement altogether because all the brands in the game are fictional. The music is the only real thing they let through the door. GTA's radio was always a curated jukebox of licensed tracks, rented for a term. GTA IV has lost 54 songs and counting, roughly a decade after release. So the soundtrack of a game people play for fifteen years slowly decays and Rockstar can't stop it. This time it's 34 original tracks. Commissioned, not licensed, co-produced with Atlantic Records and out as a commercial album on launch day. I’m genuinely excited to see what’s coming next. A "Welcome to Vice City" sign has just been helicoptered onto the roof of the Kaseya Center, the Miami Heat arena 👀
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Justin Taylor shared thisWhat a fantastic opportunity. thelandingpad.substack.com for more jobs, career advice and more
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Justin Taylor shared thisMcDonald's just added a billion-dollar revenue line that has nothing to do with food. Which is either very smart or mildly dystopian. For the first time, a brand that isn't McDonald's can pay to appear in its app or on the menu screen while you're ordering. It's piloting across 450 US restaurants, with a $1 billion ad business as the target. 𝗪𝗵𝘆 𝗶𝘁’𝘀 𝘀𝗺𝗮𝗿𝘁 High margin: Profit with zero extra kitchen complexity. Massive digital scale: 220 million active loyalty members. That's digital real estate McDonald's is now charging rent on. Proven model: Uber Advertising hit over $2B and DoorDash Ads passed $1B. Retail media works. 𝗧𝗵𝗲 𝗿𝗶𝘀𝗸 On delivery apps, an ad is just something you scroll past while browsing. At a kiosk or drive-thru with a line behind you, an ad isn't discovery, it’s friction. 𝗢𝘁𝗵𝗲𝗿 𝗮𝗻𝗻𝗼𝘂𝗻𝗰𝗲𝗺𝗲𝗻𝘁𝘀 𝗮𝘁 𝘁𝗵𝗲𝗶𝗿 𝗶𝗻𝘃𝗲𝘀𝘁𝗼𝗿 𝗱𝗮𝘆 𝗹𝗮𝘀𝘁 𝘄𝗲𝗲𝗸 👀 Fewer, bigger campaigns built on McDonald's own IP while cutting short-term promos. Merging ordering, marketing, and loyalty into a single global app structure. Kitchen-to-drive-thru AI automating orders to free up 50+ labor hours a week per restaurant for hands-on service. Notice how much of the rest of the plan is about making the food faster and the experience better? If you're going to force people to look at ads while they order fries, you better have a lot of goodwill in the bank first. Where do you land? Smart monetization, or death by a thousand ads?
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Justin Taylor liked thisReebok is making some BIG moves recently. This is a brand not worried about picking one lane and sticking to it. What I saw on their IG in just the last two weeks: 𝗦𝗰𝗿𝗲𝗲𝗻 𝗰𝘂𝗹𝘁𝘂𝗿𝗲 𝗳𝗮𝗻𝗱𝗼𝗺 - A dance film with Belmont Cameli from Off Campus, selling the Classic Leather in black and white. Teen TV audience, cheap shoe, the one they already make millions of (below). 𝗚𝗼𝗹𝗳 - Reebok x Manors II with the British label Manors using old Reebok shoes rebuilt with golf outsoles. Aimed at the younger golf crowd who don't want to dress like their dad. 𝗪𝗼𝗺𝗲𝗻'𝘀 𝗯𝗮𝘀𝗸𝗲𝘁𝗯𝗮𝗹𝗹 - Time to Rise 51 with Lauren Betts, plus a collab with First to 500. The fastest growing audience in American sport right now. 𝗙&𝗕 - The Reebok Angel Reese 1 in a Reese's colorway, out this month. Her signature shoe built around a nickname her fans already gave her, co-signed by a candy brand. 𝗦𝘁𝗿𝗲𝗲𝘁𝘄𝗲𝗮𝗿 - Billionaire Boys Club x Reebok. Pharrell and NIGO's label, and the Ice Cream sneakers were a Reebok job back in 2003. Thirty and forty somethings who were there the first time, plus a younger crowd buying early 2000s archive culture. 𝗦𝗼𝗰𝗰𝗲𝗿 - Vlahović in the Sidewinder 26 Elite. This is Reebok getting back into boots after years out of it, and the Sidewinder is their first proper top-tier boot since. 𝗟𝘂𝘅𝘂𝗿𝘆 - Celine x Reebok, $750, the 1980s Freestyle rebuilt in lambskin. It walked at Paris Fashion Week in June, and Celine’s first sneaker collab. Reebok gets to be a brand that sits on a Paris runway making $100 Club C look better by association. The question should always come back to, does this feel like the brand, or just something the brand is doing? Reebok has real history in basketball, aerobics, street and running. Not in golf, luxury or candy, which is why each of those came with a partner attached. So even Reebok is only credible in about half these rooms. Where they aren't, they rent it from someone who is. Is focus still the right advice, or is that a hangover from a different era?
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Justin Taylor liked thisJustin Taylor liked thisWhen a brand watches someone see an ad and then asks "do you remember what brand that was for," it thinks it's measuring memory. It's actually measuring recall, and those aren't the same thing. The gap is where the money goes. Recall is the thing you say because you've been trained your whole life to have an answer. Someone asks you a question, so you articulate something, you sound intelligent, you move on. It has almost nothing to do with what you'll actually do. Recall is our conscious recollection of an idea, and 90% of what drives us sits below that, in the subconscious. 𝗧𝗵𝗲 𝗴𝗮𝗽 𝗯𝗲𝘁𝘄𝗲𝗲𝗻 𝘄𝗵𝗮𝘁 𝗽𝗲𝗼𝗽𝗹𝗲 𝘀𝗮𝘆 𝗮𝗻𝗱 𝘄𝗵𝗮𝘁 𝘁𝗵𝗲𝘆 𝗱𝗼 𝗶𝘀 𝘁𝗵𝗲 𝗽𝗿𝗼𝗯𝗹𝗲𝗺. Memory is the thing that actually shapes how people behave.
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Justin Taylor liked thisJustin Taylor liked thisTHIS is how you earn credibility in street culture... pay attention to Reebok 👀 Their new campaign for the Workout Plus taps South London drill artist K-Trap for an episodic series called The Giveback. They've gone all in on the 90s cinema aesthetic, film grain, heists, and BMW/garage motifs rooted in UK garage and terrace heritage. They also set up a pop-up hub in Soho and had K-Trap run REEMIX sessions. He put out an open call on social media for unsigned UK drill artists, brought the best ones into the studio, and gave them proper mentorship and production support backed by the brand. Reebok then ran a 90s price lock for the community and dropped limited runs of the Workout Plus and Club C at their original 1990s price of £44.99. 👇 This is a deliberate pivot for Reebok Classics in the UK and Europe. Globally they have pop icons like Karol G, but their strategy for the UK and European street markets is hyper-localised. They're repositioning that legacy around street culture, grassroots community reinvestment, and UK music heritage. They've run the same play across Europe, tapping artists who define their local scene like Lucio101 in Berlin. The Giveback concept addresses the critique of sportswear brands who take from working-class street/grime/drill culture without giving back. Reebok just showed what earning your way in looks like ✌️
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ThinkLA
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ThinkLA’s mission is to connect and inspire the Southern California marketing community. Our goal is to facilitate business growth and promote the intellectual infrastructure for creativity. We help our members stay ahead of the curve and prosper in the rapidly evolving advertising ecosystem.
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Pog Tournament Champion
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Defeated over 50 other contestants to become the pog champion of my hometown
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Geoff N.
Kalshi is promting their app on the opening screen of Roku. Evil Geoff asks why are betting apps not sitting alongside Prime, Netflix, and Apple tiles in the interface? Just put the betting on the medium screen in the multiview and get it over with. But good Geoff knows probabilities and scenario planning. And this is what is considered a bad idea given human tendencies. Anyone want to bet that betting real-time in reality TV and AI-continuos concious movies (bet on ending, or events that AI adjusts to) isn't around the corner?
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Aarti Bhaskaran
Its back to business today and another round of 'Vertinsights' just dropped. (Yes, I am determined to make it a thing) This one is about understanding that keeps sports bettors and prediction market users coming back? It turns out the answer isn't just better odds but it's the group chat. 📱💬 Our new study with Alter Agents reveals the shifts in the Real Money Gaming (RMG) playbook. For today’s high-value bettors, placing a wager is rarely a solitary transaction. It’s a social event powered by shared slips, live updates, and peer validation. Here are the key findings every brand needs to know: 📈 High-Value, High-Intention Audience: Monthly U.S. bettors are 1.4x more likely to be daily Snapchatters. Even better? They invest 1.6x more monthly on bets and wagers compared to non-Snapchatters. 🤝 The Group Chat Validation Boost: 59% of Snapchat bettors report feeling significantly more confident placing a wager after discussing it with their inner circle. In fact, they are 1.4x more likely to stay active on apps where their network is already active. 🤝 Creator Influence runs deep: 73% of Snapchat bettors state that creators actively influence their betting app selections, and 52% became fans of an RMG brand specifically because of its presence on Snap. 🏆 Tentpole Event Surge: During major sports events, intent spikes—75% of Snapchat bettors make larger wagers than during the regular season, heavily seeking live in-play betting and Same Game Parlays. The operational takeaway? Stop relying solely on short-term deposit matches to drive acquisition. To build long-term retention, RMG platforms must lean into conversational features, creator trust, and multi-format experiences that complement how friends bet together. The link to our full blog post is here - https://lnkd.in/eJpSYtUv Ciara Murphy and I learnt a lot about this category while working on it. Thanks to the team at Alter Agents - Heather O'Shea, Katie Zmijewski, Jennifer Franks and Jamie Blackwell - for their partnership #VertInsights #ConsumerInsights #RealMoneyGaming #SportsBetting #PredictionMarkets #DataStorytelling
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