The newest marketing campaigns from some of the world’s biggest brands are taking a playful approach to their summer promotions. Check out their new strategies and catch up on all the latest news you may have missed in our Weekly Must Reads.

Rockstar’s Spotify Concert Series

To support its new “Press Play” brand platform, PepsiCo energy drink brand Rockstar announced an upcoming series of virtual concerts in partnership with Spotify. The first concert kicks off on July 21 with a performance from Stormzy. The series will continue until early August with artists from across the globe. Each headliner will perform in a digital, immersive world within the Spotify app that will match the artist’s “concept of play.”

In addition to the digital concerts, Rockstar will also sponsor an in-person show with Stormzy in the UK later this year. To make the effort more inclusive, a British Sign Language interpretation of the Stormzy concert will be available on YouTube after the show concludes. Find out more details about their Spotify partnership here: https://www.marketingdive.com/news/rockstar-energy-drink-spotify-concert-series-pepsico/653623/

Pizza Hut’s Underground Pizza Delivery Service

Pizza Hut is taking their pizza delivery underground in the lead-up to the premiere of the new “Teenage Mutant Ninja Turtles: Mutant Mayhem” film. For a limited time, the pizza brand will be dropping pizzas at dedicated “Pizza Drop Zones” in subway stations across New York City. To order their underground pizza, consumers simply need to text the turtle emoji to Pizza Hut’s hotline number. They can then pick up their pizza from the assigned zone.

Pizza Hut’s collaboration with the Ninja Turtles extends beyond their underground pizza promotion. The two brands have been partnering on projects since the 90s, and Pizza Hut will also make several cameos in the upcoming movie. Learn more about the new campaign here: https://www.prnewswire.com/news-releases/pizza-hut-tests-underground-deliveries-to-celebrate-the-upcoming-release-of-the-teenage-mutant-ninja-turtles-mutant-mayhem-movie-301856182.html

Brands Remix Hit Songs into Branded Jingles

There’s a new musical phenomenon going on among all kinds of brands this year. During this year’s Super Bowl, Uber tapped Diddy and several other artists to remix their hit songs in a quest to create the perfect jingle for Uber. Since then, Chex Mix has partnered with Sir Mix-A-Lot, Pepperidge Farm joined with Lisa Loeb, and Wendy’s teamed with T-Pain to turn the artists’ big hits into branded songs. The goal with each promotion has been to entertain older millennials and Gen Xers, who remember the songs from their childhood, while also appealing to Gen Zers who are interested in remixing old trends.

Connecting with consumers on culture has been an important recent focus for many brands. Utilizing pop culture moments helps show they are relatable and also understand their audience’s interests. Read up on all the details and find out more about why brands are taking this approach here: https://www.marketingdive.com/news/brand-remix-remake-song-campaign-wendys-gen-z-millennial/653125/

Burger King France Partners with Michelin Star Chef

Did you ever think a Michelin-starred chef would dare step foot in a fast-food restaurant? It’s happening in Burger King in France, where renowned chef Michael Sarran is taking over the kitchen to offer new gourmet menu items and whip the staff into shape. In a new ad, Sarran teaches the restaurant’s staff the French “brigade system,” before scolding customers for trying to customize their food orders. To support the video ad, Burger King also put up billboards across the country featuring quotes from Sarran’s fierce feedback.

The ads support the launch of new limited-time menu items, which center on gourmet burgers with fancy ingredients. Check out the ads and learn more about Burger King’s partnership with Sarran here: https://www.adweek.com/brand-marketing/michelin-starred-chef-annoys-burger-king-customers-and-employees-in-french-campaign/#