Brands, retailers and publishers are leveraging innovation and emerging technology to create adaptive, culturally relevant consumer interactions tied to measurable business results. Warner Bros. Discovery's Courageous Studios partnered with Google Pixel and Gemini to create a real-time content series aligned with HBO's The White Lotus, generating over 104 million impressions and 1.3 million views. Critical Mass developed a custom AI pipeline for Starburst's "Different Every Time" campaign, producing modular content that led to a 150% dollar growth for Starburst Gummies, a 65% lift in unit sales and an 8% Gen Z portfolio lift. Instacart's Ali Miller transformed Instacart Ads into a unified omnichannel retail media ecosystem delivering measurable performance.
For instance, in the Best Use of Influencer Marketing category, Warner Bros. Discovery's Courageous Studios is nominated for a Google Pixel campaign centered around the third season of HBO's "The White Lotus." Pop culture podcaster Evan Ross Katz and cast member Nicholas Duvernay traveled through Thailand with only the Google Pixel and Gemini to guide them, turning real-time exploration into a dynamic content series that paired seamlessly with the show's weekly episodes.
The agency reimagined how Starburst connects with consumers by developing a custom AI pipeline for its "Different Every Time" campaign. Instead of relying on new product launches, the brand tapped into Gen Z's appetite for creativity, individuality and constant discovery by generating modular, ever-changing content tailored to different audiences and contexts. In just seven months, Starburst Gummies saw a 150% increase in dollar growth and a 65% rise in unit sales, while the overall portfolio achieved an 8% lift among Gen Z.
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