This week, a number of brands have taken on new marketing efforts in hopes of reaching consumers in unique ways during the pandemic. Keep reading below to find out the advertising and marketing news you need to know.

Pandora Expands Voice-Based Advertising

Back in December, streaming service Pandora launched a pilot version of interactive voice ads, which were designed to bring more two-way engagement into their ad platform. The voice feature allows advertisers to ask listeners questions that they can respond to – for example, a mattress retailer may ask users if they want tips on getting a better night’s sleep, and each person can respond yes or no. Now, they’re expanding the service to reach more listeners and support more advertisers. Big brands are quickly jumping on board to test out the ads, including AT&T, Doritos and Unilever.

As streaming services, and particularly podcasts, surge in popularity, they’re pushing their ad options to become more lucrative and measurable for brands. Pandora’s competitors, including Spotify, have also quickly jumped to develop their own interactive ad features. Find out more details about the new developments here: https://venturebeat.com/2020/07/23/pandoras-interactive-voice-ads-now-unlock-premium-audio-features/

Wyndham Addresses Pandemic Traveling

It’s no secret that travel and tourism brands have been among the hardest-hit by the coronavirus pandemic. Many people are still wary of travel, and if they are traveling, guests are more likely to make last-minute trips close to home. To address these concerns, hotel brand Wyndham has released new marketing materials aimed at the safety-conscious regional travelers who are finally reconnecting with family and friends. Wyndham is focusing on local marketing channels to target these guests and inspire quick travel decisions.

The brand’s new focus on shorter trips fits well into Wyndham’s ongoing message that you’re always “only ten minutes from a hotel by Wyndham.” To learn more about traveling trends and Wyndham’s strategy, read on here: https://adage.com/article/podcast-marketers-brief/how-wyndham-hotels-resorts-incorporating-pandemic-travel-trends-its-marketing/2269146

Ball Park Hot Dogs Boosts Stadium Vendors

While the baseball season was put on hold (until last Friday!), stadium vendors have unfortunately been out of work for months. To support these workers, top-selling hot dog brand Ball Park launched a social media campaign last week, encouraging consumers to post their favorite baseball memory using the hashtag #FrankItForward. For every post, Ball Park is donating $1 to help stadium vendors via Major League Baseball Charities, in addition to a standalone $100,000 donation.

The social media campaign is a clever move by Ball Park to get exposure during the much-anticipated baseball season, without paying the hefty TV commercial prices. Consumers have been anxiously awaiting sports’ return, and as a result, Fox Sports has already sold 90% of its ad spots for the rest of the season. Check out details of Ball Park’s cause marketing campaign here: https://www.marketingdive.com/news/ball-park-hot-dogs-social-media-push-helps-out-of-work-stadium-vendors/582150/

Truly Differentiates in the Hard Seltzer Wars

The pandemic hasn’t stopped the hard seltzer wars from raging on this summer. The number one brand in the market, White Claw, is now outselling Budweiser, and number two Truly has outpaced Heineken. To climb their way into second place, Truly has departed from the typical “bro” approach adopted by White Claw and other brands. Instead, Truly is targeting broader audience with ads that are “high-energy, colorful and optimistic,” according to chief executive David Burwick.

While White Claw has captured the young white male market segment, Truly has chosen to start targeting higher-income consumers, as well as more diverse audiences. In June, the brand released a “Truly Proud” content series in honor of Pride Month, and specifically focused on stories of Black LGBTQ individuals. Do you think this broader approach will work in Truly’s favor in the future? Read on and tell us your opinion here: https://www.thedrum.com/news/2020/07/20/boston-beer-s-ceo-discusses-truly-s-anti-bro-approach-the-hard-seltzer-wars