Using Art to Advertise with The California Sunday Magazine and Dropbox Paper
When Dropbox wanted to advertise their product, "Dropbox Paper," they were looking to tap into the young creatives market. Dropbox turned to The California Sunday Magazine, but instead of taking out an ad in their paper, Dropbox went a more creative route by creating an ad that illustrates the process of using Dropbox Paper.
Dropbox Paper teamed up with the weekend magazine to show how creatives can collaborate from all corners of the world through the cloud. The project resulted in three unique films, created by 25 individuals, across 3 continents, and 6 different time zones. These team members never met, but were still able to create together.
Chas Edwards, President and Publisher of The California Sunday Magazine, joins Cheddar to explain how this initiative is an illustration of where the advertising world is going. Consumers don't want to be served ads, they want to consume more content.
The federal government and numerous industries have been preparing for a greener future, setting goals to reduce greenhouse emissions by switching to electric vehicles. But the next hurdle to clear is convincing the wider public to get on board. Arun Kumar, managing director in automotive practice at AlixPartners, spoke to Cheddar's Ken Buffa about consumer trends related to EV transition and said he believes a widespread switch is imminent in 2022. Despite this, he acknowledged there are still significant obstacles to overcome, including high prices and more charging stations. "Without charging infrastructure, people are going to struggle with increasing adoption of electric vehicles in the future," Kumar told Cheddar. "I think by 2030 our estimate is that about a million chargers need to be put in place nationally in the U.S."
The pandemic has supercharged the creator economy, and there are no signs of it slowing down no matter when the pandemic officially ends. Creators prove to be a key factor in driving purchasing decisions and retail sales, and an increasing amount of platforms are taking advantage of the social influence. Karissa Bell, senior editor at Engadget, joins cheddar news to discuss the creator economy boom.
The National Women's Soccer League is partnering with Voyager Digital as its first-ever cryptocurrency brokerage in a multi-year deal. Marla Messing, interim CEO of the NWSL, and Steve Ehrlich, CEO of Voyager Digital, joined Cheddar to discuss benefitting the league and educating players and fans as a way of democratizing cryptocurrency. Messing explained that the players themselves will own half the assets as part of how the deal is structured. "My hope is, just in terms of the expectations of crypto over the long term, that I hope a lot of them are able to just let it sit there," she said. "And that one day this will be a nice retirement account for them."
Howard Lorber, chairman, president, and CEO of Douglas Elliman Inc., and Scott Durkin, CEO of Douglas Elliman Realty, joined Cheddar's "Opening Bell" to talk about the real estate brokerage company's recent IPO launch on the New York Stock Exchange following the spinoff of its tobacco subsidiary Vector Group. "There are many investors that cannot buy tobacco because of their mandates," said Lorber. "And therefore splitting off Douglas Elliman the real estate, and there's a lot of people looking for real estate investments, so they'll be able to buy Douglas Elliman, and those that want tobacco can buy Vector alone." The pair also discuss the future of New York real estate and the auxiliary business the property broker sees as growth prospects.
Despite a champagne shortage ahead of New Year's Eve, adult beverage retailers are staying optimistic about 2022. Cathy Lewenberg, COO at online alcoholic beverages platform Drizly, joined Cheddar to talk about the sunny outlook for next year and the current state of the industry. She noted a 20 percent higher demand for champagne year-over-year has led to the holiday's shortfall and that the spirit category is continuing to thrive with tequila on pace to outsell vodka for the first time. "Tequila has just been on fire on our platform. It's grown 13 percent in share on our platform over the last couple of years where vodka obviously had been the leader," she said. "Tequila is the top thing in addition to bourbon that retailers are looking to give more shelf space to in 2022."
Travel expert Francesca Page joined Cheddar's Baker Machado to break down how the omicron-fueled COVID-19 surge of cases on cruise ships is impacting the industry, as the CDC is actively monitoring at least 92 ships for outbreaks. Page also talked about the upcoming expiration of the CDC's conditional sailing order mandating mask-wearing and addressed passenger concerns. "Everyone is asking, financially, should I cancel my cruise should COVID surges keep going, which it looks they are, and to a large degree I think that decision is very personal and is based on one's own risk tolerance," she said.
