This week, the marketing world is full of new trends, experiences and controversies. Get caught up on all the biggest stories of the week in our Weekly Must Reads.

And Just Like That…Peloton Is Back in the Spotlight

Warning: spoilers ahead! Peloton is no stranger to controversy in the media, but the brand may have faced its biggest (fictional) scandal yet in the Sex and the City reboot, “And Just Like That…” In the first episode of the series, we learn the iconic character Mr. Big has been killed off with a Peloton-induced heart attack after getting hooked on the stationary bike workouts during the pandemic. Peloton issued an official statement about the series last week, noting they were saddened to learn of the news and cited Big’s “extravagant lifestyle” as a cardiac risk factor. Then, last night, the brand debuted a new ad of their own featuring Big and his favorite Peloton instructor, produced in collaboration with Ryan Reynolds’ agency Maximum Effort.

Peloton’s quick and clever response placement shows it’s learned a thing or two about PR over the last couple years. It almost begs the question – could Peloton have been in on the plot the whole time, orchestrating their own unconventional product placement? Find out more about the reboot and how Peloton is getting in on the joke here: https://www.cnbc.com/2021/12/12/peloton-fires-back-at-its-portrayal-in-sex-and-the-city-reboot-with-own-parody-ad.html

Branded Advent Calendar Hits and Misses

Advent calendars have been a staple of holiday celebrations for decades, but this year, luxury advent calendars have entered the spotlight thanks to TikTok. On the video sharing app, users have been comparing these designer calendars, which include 25 small gifts, one for each day leading up to Christmas. For Chanel, the trend has been disastrous, as TikTok users discovered the brand’s $825 advent calendar was filled with inexpensive gifts, such as stickers and keychains. However, other brands, such as Dior and MAC, have fared better, with video reviews of their calendars earning millions of views and positive comments.

The advent calendar trend is just one example of how important product packaging and brand experiences have become in the age of TikTok. As Chanel and other designers have learned, it may take only one viral video to tarnish or lift up your brand. Read the whole story for yourself here: https://slate.com/culture/2021/12/advent-calendars-2021-history-chanel-tiktok.html

McDonald’s in the Metaverse

McDonald’s is the latest big brand to test out the metaverse. They’re calling it a “metaverse pop-up experience,” hosted on the virtual reality platform Spatial in collaboration with the popular gaming group known as OfflineTV. Any user can join the new McDonald’s world for free and participate in a scavenger hunt to win digital merchandise, while also interacting with the OfflineTV team’s own avatars.

McDonald’s has previously dabbled in other innovative digital experiences, including VR experiences in their mobile app and NFTs to promote the limited-edition McRib. Learn more about their first campaign in the metaverse here: https://adage.com/article/digital-marketing-ad-tech-news/mcdonalds-enters-metaverse-offlinetv/2386846

Advertising for the 2022 Winter Olympics

Last week, the US announced that it would institute a diplomatic boycott of the 2022 Winter Olympics in Beijing in protest of China’s human rights violations. While US athletes will still participate in the Games, no government officials will be in attendance. The boycott has led some to question whether sponsors and advertisers should also protest the 2022 Olympics. When asked about their stance on the games, Visa, a longtime Olympic sponsor, said, “As long as governments are allowing the athletes to attend the games, we as Visa will be there to support or sponsor them.”

It’s also worth noting that the Chinese market represent hundreds of billions of dollars in revenue for these sponsors, and boycotting the Beijing Games would likely alienate this important audience. Earlier this year, when Adidas called out abusive labor programs in Xinjiang, the brand instantly saw a 16 percent decline in revenue. It’s a gray area for marketers as they decide how to navigate this high-tension situation in the months to come. Catch up on all the details here: https://www.forbes.com/sites/bradadgate/2021/12/02/sponsors-are-walking-a-fine-line-as-the-beijing-games-nears/?sh=5517ca312b21