We write often about how companies strategically use emerging technology in their marketing efforts, but this week, brands have surprised us yet again. Catch up on all the innovative ways marketers are using technology this week in our Weekly Must Reads.

Hilton Captures Attention with 10-Minute TikTok

For years, Hilton Hotels have maintained a reputation as an older, stuffier hotel brand. However, with a new viral TikTok ad, they’re trying to change that perception. The brand’s latest ad is a 10-minute TikTok video promoting their ongoing “It matters where you stay” campaign, narrated by none other than famous family member Paris Hilton. The video is designed to mimic a scroll down TikTok’s For You Page. It includes many short clips of popular influencers, comedy skits, clips of commentary, and other trending bits to keep viewers entertained through the 10-minute run time. The ad closes with an offer for Hilton reward members to earn additional honors points, experiences, and merchandise.

TikTok uers have been praising the campaign due in large part to its humorous and satirical undertones. The video manages to poke fun at the app’s typical ad trends while also making smart use of the platform’s fast-paced nature. Check out clips from the hotel brand’s big TikTok ad here: https://centennialbeauty.com/how-hiltons-10-minute-long-advertisement-won-tiktok/

Patron Serves Up AI-Generated Margaritas

In honor of National Margarita Day last week, tequila brand Patrón decided to celebrate with virtual margaritas. The company created a tool dubbed the “Patrón Dream Margarita Generator,” which uses AI to create personalized cocktail images based on consumers’ favorite destinations, ingredients, and garnishes. Anyone who shared their unique margarita creation on Twitter or Instagram also received an entry to Patrón’s contest to win tickets to a Becky G concert.

Patron’s National Margarita Day activation is strategic on several fronts. First and foremost, it makes use of AI, which is becoming an increasingly popular marketing tactic. The generator also requires users to enter valuable first-party data to receive their margarita image. The brand has previously utilized other forms of emerging technology, including an NFT campaign and Decentraland metaverse experience last year. Learn more about their latest foray here: https://www.marketingdive.com/news/patro-tequila-ai-generated-cocktails-margarita-day/643098/

Starbucks Takes on Twitch

For their part, Starbucks is experimenting with another popular platform – Twitch. The coffee brand partnered with creator and freestyle rapper Harry Mack, sponsoring one hour of stream time on his Twitch channel. Mack spent the hour engaging in a “reverse roast” with his over 100,000 followers, recommending Starbucks products to them based on their self-stated personality. In addition to the Twitch stream, Mack also posted videos promoting the brand’s “Made to Be Yours” campaign and at-home coffee products on his popular TikTok and YouTube channels.

A representative for Starbucks said that while Twitch is known for its gaming streams, they wanted to explore the ways the platform is changing and possible ways to utilize Twitch in the future. Learn more about Starbucks’ strategy and partnership with Harry Mack here: https://www.tubefilter.com/2023/02/23/harry-mack-starbucks-twitch/

Silk Brings Back Milk Mustaches

Silk isn’t using an emerging form of technology in their new campaign, but it created such a buzz we had to talk about it this week. The plant-based milk brand recently launched its own twist on the famous “Got Milk?” campaign with new ads picturing notable “nepo babies” with Silk mustaches. The ads, which will include billboards, social ads, and a TikTok filter, specifically promote the brand’s new Nextmilk product. Nextmilk is reportedly made with a mix of several plant-based milks, including oat, soy, and coconut, to closely mirror traditional cow’s milk.

In addition to the play on such a legendary ad campaign, Silk also caused a stir with its nepo baby stars. The original “Got Milk?” campaign famously featured many of the most famous celebrities from the 90s and early 2000s. However, Silk chose to capitalize on the recent controversy around young influencers and celebrities who are best known for their last name. The first stars of the Nextmilk ads include Brooklyn Peltz Beckham, Ella Bleu Travolta, and Myles O’Neal. Dive into all the details about Silk’s milk mustache revival here: https://www.marketingdive.com/news/silk-plant-based-milk-influencer-marketing/643296/