“[People] who haven’t been able to travel can have a bit of an experience at Coachella[.]” For Coachella 2022, Absolut ran a rather unique campaign; besides providing tents at Coachella, they also had a metaverse equivalent on Decentraland. Although Absolut says it will be doubling down on media and marketing going forward, the dual in-person and metaverse experience (the latter dubbed “Absolut Land”) marks the company’s return to experimental marketing, which they had put on hold after the pandemic hit. Read full article here
Research
Improving media literacy could boost trust towards the news, IMPRESS report suggests
The UK media is regulated by the likes of IPSO and Ofcom. The report by press regulator IMPRESS highlights the link between low levels of media literacy and trust in the news. The study found that three quarters of those who did not know if journalists were regulated did not trust the news. It suggests that improving media literacy is one way to stem the erosion of trust, and shows that audiences have an appetite for information on news processes. Stakeholders need to collaborate in order to rebuild trust in the news, and independent media is well placed to do this. Read full article here
Merv
February 1, 2023
