AXW Weekly Update

July 07, 2017 | Vol. XXI


Coca-Cola has built a commercialization ‘Bridge’ to startups worldwide

Why would a 131-year-old soda company with $44 billion in international sales possibly want to partner with small, pre-revenue technology companies emerging from places far-flung from its Atlanta headquarters? The answer is all about strategy. Coca-Cola has long looked to tap into technologies that will shape everything from logistics to marketing, and for the past few years, the company has found them in a small startup commercialization program it’s been running out of Tel Aviv. (Read More)


Coca-Cola Unveils New Sampling Campaign for Its ‘No Sugar’ Offering

The sampling campaign – Coca-Cola’s largest ever – officially commenced this month at an influencer-led activation that featured US signer and The Voice judge Kelly Rowland. More than 3,000 samples of the very first cans of Coca-Cola No Sugar in Australia were handed out as the influencers travelled around Parramatta in a Coke-branded truck while interacting with consumers through Facebook Live. (Read More)



PFL Daytona Ratings Considered a Success

The PFL debuted Friday night, June 30 with an innovative event never seen in the world of mixed martial arts. The primetime NBCSN broadcast was the second largest ever to view an MMA event on the network and the largest in over three years. The event audience peaked at 495,000 viewers with an average of 291,000 over the 143-minute broadcast. (Read More)



Lin-Manuel Miranda and Prizeo offer a Prize to Help Immigrants

Lin-Manuel Miranda and Prizeo announced today that they are offering the chance for one lucky fan to attend the eagerly anticipated opening night of the musical Hamilton in Los Angeles. Lin-Manuel announced this campaign in a special video posted on Twitter this morning. Fans are encouraged to add their voice and join the #Ham4All Challenge by sharing social posts of themselves singing their favorite song from Hamilton, then challenging friends to do the same. Launched during Immigrant Heritage Month, the Hamilton in Los Angeles campaign benefits the Immigrants: We Get the Job Done Coalition. (Read More)




Why advertisers should get involved in e-sports

With 161 million people now watching e-sports globally every month, most of them young men aged between 21 and 35 who are increasingly difficult to reach through traditional advertising channels, the sector is growing into a mainstream alternative to traditional brand sponsorship.While Coca-Cola, Intel, Buffalo Wild Wings, Bud Light, and Gillette have all struck deals in this space, e-sports remains largely untapped. (Read More)


Nike’s New HQ in New York City

The Swoosh has long been associated with Oregon, where it was founded, but lately it’s been looking east. Along with plans to revamp its business structure, Nike has set its sights on conquering the Big Apple with a brand-new HQ. The luxe New York City Nike headquarters occupies a sprawling 150,000-square-foot, six-story office space located at 855 6th Avenue. NYHQ, as it has appropriately been dubbed, will serve as the company’s hub for New York City and the Eastern United States while the company’s global headquarters remain in Oregon. (Read More)


Nike confirms it’s opening an Amazon shop

Nike CEO Mark Parker has confirmed Nike and Amazon are currently testing out a partnership. Nike’s products can already be found on Amazon via unlicensed and licensed third-party vendors. But with a direct partnership, Nike will be able to “elevate the way the brand is presented” by gaining more control over how its products are marketed on the site, Parker said. (Read More)