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• Mountain Dew scales up VR content strategy with Shazam, dedicated hub

  May 26, 2016

  PepsiCo�s Mountain Dew is scaling up its virtual reality content strategy with a new campaign on Shazam, YouTube 360, Facebook 360 and a dedicated hub, for an immersive experience showcasing two limited-edition flavors and encouraging viewers to vote for their favorite.

• Kraft Heinz ups commitment to mobile shopper marketing following initial success

  May 25, 2016

  Kraft Heinz is grabbing a big serving of mobile shopper marketing via a new seven-year partnership with Fetch Rewards in an effort to drive in-store conversions and gain insight into shopping behavior.

• Hyatt unlocks mobile-enabled amenities via in-room streaming

  May 25, 2016

  The Hyatt Regency San Francisco is showering consumers with a wider array of mobile offerings by enabling guests to stream subscription-based content from their smartphones to in-room televisions, showcasing how hotel marketers can offer more entertainment options for personal devices.

• Why marketers should act now on Firebase, closely weigh Allo, Home

  May 24, 2016

  While Google made a number of significant announcements at its developer conference last week, revamped application development platform Firebase is likely to have the most immediate impact on mobile marketers by boosting app engagements with greater relevancy and immediacy.

• Unilever�s Maille tastes mobile�s potential with beacon campaign targeting foodies

  May 24, 2016

  Unilever�s Maille mustard brand has added a dash of beacon marketing to help it target foodies in Los Angeles and Chicago grocery stores, driving sales at the point of purchase while gaining earned media for the brand�s first digital campaign in the United States.

• Orange Leaf brings mascot to life via AR coloring app

  May 20, 2016

  Frozen yogurt chain Orange Leaf is serving a new integration with the Colorbug augmented reality application, bringing the brand's Orange Unicorn mascot to life for customers.

• Google bets big on smartphones to drive VR opportunities

  May 19, 2016

  With Google�s announcement yesterday of an Android virtual reality platform called Daydream, a new headset for smartphones and applications in the works from a number of big brands, the company hopes to unlock consumer adoption and new marketing opportunities for virtual reality.

• Marketers need to push for quality mobile content: Mondelez exec

  May 13, 2016

  NEW YORK � A Mondelez executive at the MMA Mobile Marketing Leadership Forum stressed how important quality is with mobile content, something the company discovered firsthand when a game developed for the Oreo brand originally saw only 14,000 downloads, but then leaped to 4 million organic installs after a game developer was brought in.

• Viacom explores mobile-first fan experiences, including with Giphy

  May 13, 2016

  Viacom�s launch partners for its innovation lab include mobile-first companies Giphy, Airbnb and Citia, which are bringing to life unique fan experiences such as distributing GIFs in real-time for popular shows, booking stays in replicas of locations in movies and live streaming content directly to TV programming.

• McDonald�s unpacks virtual reality experience to augment summer blockbuster tie-in

  May 10, 2016

  McDonald�s is ramping up anticipation for The Angry Birds Movie�s May premiere by enabling customers to scan codes on various products to uncover an exclusive augmented reality game that brings the film to life on their mobile devices.

• Kansas City initiates connected city transformation to drive efficiency, convenience

  May 10, 2016

  Kansas City, MO is teaming up with Sprint to establish deeper relationships with visitors and residents through free Wi-Fi, smart streetlights and interactive kiosks, a push that could provide local businesses with new marketing opportunities.

• Is artificial intelligence smartphone marketing�s salvation or its undoing?

  May 9, 2016

  While artificial intelligence has the potential to enhance the smartphone�s role as a marketing platform through highly relevant one-to-one services, it could also eliminate the need for a phone to enable engagements as the technology evolves.

• GE�s expanded presence on IFTTT signals heavier push for IoT devices

  May 9, 2016

  GE Appliances is cementing its status as a mobile-first appliance manufacturer by rolling out three new channels on the IFTTT application, suggesting its IoT-focused ploy will fuel more consumers to adopt smart home technology.

• Brand apps should be transformative or scrapped: Google exec

  May 6, 2016

  NEW YORK � A Google executive at the Mcommerce Summit: State of Mobile Commerce 2016 pointed to several truly transformative brand applications but said the majority of marketers, even some really big ones, are struggling to attract and engage users.

• The Bump's mobile app evolves to enhance millennial engagement

  May 4, 2016

  XO Group�s baby-focused publication, The Bump, has relaunched its mobile application to keep up with millennial parents' evolving mobile needs via a new interaction model and programmatic strategy.

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