This week on Daily Dose, includes marketing partnership, Amazon doubling down on booktok, Dove releasing a fragrance, Walmart’s agentic play, Aritzia with a free gift “Super Puffin” and my interview with Matthew Barker, the marketing leader at Portsmouth FC
October 26th - DOMINO'S X MINECRAFT NEW PIZZA PROMO
Domino's is launching a collaboration with "Minecraft Dungeons II" that includes in-game items, packaging, and giveaways to promote its new personal pizza, the Domino. The partnership leverages visual effects creators and a block-shaped pizza design to connect with the gaming community during meal occasions.
The Domino's and Minecraft collaboration demonstrates the value of designing products for specific cultural occasions rather than just running traditional ad campaigns. By integrating a block-shaped pizza with in-game rewards and native creator partnerships, it successfully fuses product, loyalty, and audience culture into a single cohesive strategy.
October 27th - AMAZON PRIME MOVE INTO NEW ADULT WITH SUCCESS FROM YOUNG ADULT BOOK ADAPTATIONS
Amazon Prime Video is significantly expanding its programming for young adult and "new adult" audiences by adapting popular literary works into original series and films. This initiative, often highlighted by campaigns like "Obsession Is In Session," aims to capture the passionate fandoms surrounding these book-to-screen adaptations.
Amazon Prime Video is significantly expanding its programming for young adult audiences by adapting popular literary works into original series and films. This initiative aims to capture passionate, highly engaged global fandoms whilst securing a steady pipeline of proven concepts for long-term franchises.
October 28th - DOVE SIGNATURE FRAGRANCE IS COMING
Dove is releasing its signature soap scent as a fragrance in response to customer requests, demonstrating a deep connection with its audience. Brands can learn from this by listening to their customers and testing demand through limited edition drops before committing to large-scale production. "Dove is releasing their signature soap scent as a standalone fragrance in response to customer requests. This limited drop allows them to test long-term demand without overcommitting production.
Here is why this matters: It shows the value of listening to customer requests and expanding on beloved brand elements. It deepens the connection with consumers by taking a familiar scent outside its original product category. It demonstrates how limited editions can be used to safely gauge demand for a potential permanent product."
October 29th - WALMART ALLOWING AGENTS TO BECOME THE CENTRE OF THE ECOSYSTEM
Walmart is introducing dedicated profiles and a secure gateway that allow customers to authorise external/their AI agents (like muse & instinct) to shop on their behalf. The system lets users set spending limits and approve purchases without exposing their personal or payment data to the AI platforms.
Walmart is pioneering open AI commerce by allowing external agents to shop on its platform while ensuring customers retain full control over their spending and privacy. Businesses can learn from this by integrating with external platforms and prioritising transparency rather than building closed ecosystems.
October 30th - GIFT CUSTOMERS WITH A SMALL GIFT TO REWARD THEM AND MAKE THEM THINK ABOUT YOUR BRAND
Aritzia recently gifted a "Super Puffin" keyring with purchases of their Super Puff coats, demonstrating how small, unique gifts can serve as memorable brand extensions. Brands should leverage gifting and utilise this strategy by offering usable, shareable items that keep their products at the forefront of consumers' minds and makes them want to share in their group chats.
October 31st - MLB EMBRACES INFLUENCERS TO CHANGE HOW BASEBALL IS SEEN WITH POTENTIAL YOUNGER FANS
Major League Baseball invited hundreds of influencers to postseason games in a bid to reach younger, non-traditional audiences through authentic, short-form content. By providing exclusive, behind-the-scenes access, the league aims to boost its cultural relevance and connect with demographics who rarely consume traditional broadcast media.
MLB scaled influencers pre season to try to create short form buzz around baseball. The issue with baseball is its a long-format game and doesn't always translate well to younger viewers. Influencers and ITK accounts can play an important part to influence how younger audiences see and watch games
November 1st - DAY IN THE LIFE OF A HEAD OF MARKETING & COMMUNICATIONS AT PORTSMOUTH FC
My Q&A highlighting how professional football marketing teams have to be strategic, agile and focused on the fans engagement alongside doing what’s right for the sponsors and ticket/store sales.
This interview with Matthew Barker explores the unique challenges of sports marketing, where teams must balance matchday operations with long-term brand strategy. Successful football marketing requires prioritising ruthlessly, adapting to on-pitch results, and valuing authenticity over rigid commercial scripts.
