Create yourself

General Mills brand Nature Valley yesterday (Aug. 2) launched its back-to-school rewards program on TikTok to give users the chance to win free back-to-school gear, according to a press release.
To be eligible, users must add the hashtag on a video showcasing their sustainable efforts. If selected, they will receive a promo code granting them access to Nature Valley’s “ReTok Shop,” featuring items from brands like L.L.Bean and Stasher. Users can win up to three free items through Sept. 11.
To promote the program, Nature Valley is partnering with popular TikTok creators who also focus on sustainability. The move signifies a potential theme in back-to-school marketing as consumers push for eco-friendly products.

On October 1, Meta will shut down the live shopping feature on Facebook, according to a company post.
The company stated that “consumers’ viewing behaviors are shifting to short-form video,” pushing Meta to focus more on the video format Reels on Facebook and Instagram. However, live shopping functionality will remain on Instagram, per the post.
Users will still be able to use Facebook Live video, but will no longer be capable of creating product playlists or tagging products in the live feed.

Jack in the Box recruited actor and former employee Mark Hamill for a new campaign that launches today and promotes the return of its Spicy Chicken Strips and French Toast Sticks menu items. “The Return of Mark Hamill” was created in collaboration with agency of record TBWA\Chiat\Day Los Angeles, per details shared with Marketing Dive.
In a stunt video, the actor surprises customers by manning the drive-thru window at a Jack in the Box location. Hamill is also seen in two 15-second spots running across TV and CTV with paid social and digital audio support. Media planning was provided by Carat.
To extend the campaign, Jack in the Box will release a limited-edition comic book in August that illustrates Hamill’s history with the brand. The campaign ties into pop culture and revolves around an organic brand-celebrity relationship.

Nielsen and Amazon signed a three-year measurement agreement around the e-commerce giant’s broadcasts of NFL “Thursday Night Football,” per a press release.
Beginning with the 2022 season, Nielsen will measure full coverage of the program on Prime Video and Twitch, along with over-the-air stations in local markets and out-of-home viewing. “Thursday Night Football” will be measured and processed like all other NFL games using Nielsen’s panel.
Nielsen bills the first-of-its-kind deal as evidence that its embattled national TV measurement service is able to handle changes to consumer viewing behaviors. Amazon is providing advertisers with metrics from its platform that combine first- and third-party data.

Inflation is a top concern for parents this back-to-school season, but signals are mixed on how big an impact this will have on purchasing decisions. As a result, brands and retailers are focused on finding a message that promotes value without sacrificing sales.

The beginning of 2022 teased a sunnier outlook for this year’s back-to-school season following years of pandemic related challenges, but health stressors have been swapped for fears of a recession. Still, projected spending doesn’t reflect a hurting economy, with the market forecasted to hit $34.4 billion, 24% higher than pre-pandemic levels, according to Deloitte’s 2022 back-to-school survey.

Nestle brand Hot Pockets has partnered with tech companies Elgato and Corsair to tap into the gaming community with its One20 platform and creator contest, according to a press release.
Creators can enter the One20 Contest by uploading a two-minute video to Twitter using the hashtag . Over the next year, 12 winners will be named — one per month — and will receive tech and gaming prizes. Hot Pockets has pledged over $100,000 to reward the winners, each of whom will also become its brand ambassadors.