160over90

The United States Golf Association (USGA) hosts 15 National Golf Championships annually, and this year, 160/90 shined at the U.S. Women's Open, U.S. Open, and U.S. Senior Open. Fans enjoyed the USGA & Museum Experience featuring a museum exhibit, golf trivia game, putting greens, golf simulators, and unique photo ops. The 2024 U.S. Open, USGA’s 1000th Championship, was unforgettable with activities like putting on a real Pinehurst green and a public viewing party in the Village of Pinehurst. Congrats to our incredible client partners United States Golf Association (USGA). Here's to making more memorable moments on the green. ⛳️

Before heading into the weekend, here’s what’s “Top of Mind” for me this week in industry news: Read:  Most wouldn’t have predicted the success of the U.S. Olympic Swimming Trials in Lucas Oil Stadium, which surpassed previous attendance records by 100K+ over nine days. Now, other teams and stadiums are hopeful for a chance to host the 2028 trials, with SoFi Stadium slated to host all swimming events for LA28. https://lnkd.in/eY4k25Rb Think: Though once ignored, decaf caffeine is experiencing a resurgence with more specialty roasters expanding their decaf offerings. Is this the latest health-driven cultural trend or a sign that we’re just over caffeinated? https://lnkd.in/eVCSF_y9 Know: The summer box office is heating up, spurring a new advertising push after a 41% YOY increase in Q1. With the summer movie slate including major studio projects like Deadpool and Wolverine, expect this number to continue climbing well into fall. https://lnkd.in/eR7FCvCj

At Obsidianworks we use Strat Chat—our weekly internal newsletter composed by our strategy team— to unite, engage, and educate the OW Team on all things newsworthy and culture-driven. We thought we’d open the conversation up to our network. Welcome to the OW chat, here’s what we’ve been talking about! Support Women’s Sports From the Sideline: The significant increase in viewership of women’s sports highlights the growing cultural and conversational value. Supporting women athletes offers compelling storytelling opportunities for brands and the broader movement toward gender equality in sports. (Via MarketingDive.com). Ikea Will Pay You Real Money to Work In Its Virtual Roblox Store: IKEA launched "The Co-Worker Game" on Roblox, an immersive virtual store experience where paid workers, aged 18 or older from the UK or Ireland, will earn around $17 per hour to assist customers and manage virtual tasks like serving food and visual designing. Kicked off on June 24, this move showcases the merger of AI and the real world. (Via BusinessInsider.com). Cannes Lions 2024 Takeaways and Insights: This year at the 2024 Cannes Lions International Festival of Creativity, traditional ad agencies took a backseat to tech giants like Amazon, Google, and Netflix, particularly in discussions around AI and digital media. The week-long event highlighted the growing influence of creators, who were integrated into the main programming and emphasized in new business models. (Via AdAge.com). Copa América May Be 2024’s Biggest Cultural Moment In U.S.: Soccer has gained immense popularity in the U.S. over the past three decades, particularly among Gen Z. This year's Copa América (July 20-July 14) is expected to draw massive crowds and significant brand engagement. With over 55% of Hispanic soccer supporters being second or third-generation Hispanic Americans, the sport's popularity is poised to reach new heights as the U.S. prepares to host both Copa América and the 2026 FIFA World Cup. (Via AdAge.com). (Images sourced via: Cuchimes, IKEA, What3words, Adage)

We're proud to have been part of the Visa Europe and Kitround "Declutter & Do Good" campaign launch. Our integrated team supported across strategy, creative, content, communications, influencer and partnerships to help bring to life the UK's first dedicated sports recommerce marketplace. Check it out at www.kitround.com! #CultureMovesUs

"The content and experiences with the brand activations are now just as important as those happening inside The Palais." Read on for our VP Becca Ratcliffe's take on this year's #Cannes activations: https://lnkd.in/eshk7_jc

Last weekend, we produced the Fan Village at LIV Golf Nashville - LIV's largest domestic tournament to date. The Nashville Fan Village featured F&B, a Kids Zone area with interactive elements that explore sound and music, and numerous fan engagement points including: ⛳️ A driving range game using the same range as the LIV Golf players ⛳️ A replica TV broadcast experience where fans could make their predictions on camera ⛳️ A giant red tailgate cup of sweet tea for a lucky few to get dunked into to beat the heat ⛳️ And an epic Hole-In-One putting experience where fans could slide a putt down the fretboard toward the sound hole on a 70 foot long guitar #CultureMovesUs

Excited to see our very own Maya Malekian named to the Front Office Sports #Rising25 Class of 2024 🏆 A 🌟 on our Creator, Digital and Social team, Maya continually wows with her cultural acumen and dynamic ideas. Congratulations on this well-deserved recognition, Maya!

Before heading into the weekend, here’s what’s “Top of Mind” for me this week in industry news: Read: Dunkin’s latest cohort of “Dunkin’Terns” includes top streamers, musicians, stylists and more to promote its summer beverage lineup. As brands look to hook millennials and Gen Z, success lies in campaigns that speak to their varying interests. https://lnkd.in/eyJv4VQB Think: NBC is tapping nearly 30 content creators through a “Creator Collective” to engage younger audiences around the Olympics. Will NBC set a new precedent for major networks to tap creatives for other marquee broadcast moments, like the Super Bowl and Awards Season? https://lnkd.in/ey8JahKi Know: While many brands have turned some of the world’s most recognizable landmarks into activations with the help of AR and digital integrations, MAX took OOH advertising to the next level. To celebrate the “House of the Dragon” season 2 premiere, MAX brought the 270-foot dragon Vhagar to life on the top of the iconic Empire State Building. https://lnkd.in/eAx6Kg5N

We're counting down to November's 41st Breeders’ Cup World Championships! From on-site VIP programming to off-track hospitality, stay tuned to see how we evolve this crown jewel event. Read more at: https://lnkd.in/dnme8K95 #CultureMovesUs

#Juneteenth in #Cannes at the #CannesLions2024 will be one to remember! If you know me well or perhaps even from a far, you know my passion for the #CreatorEconomy has only advanced since I pivoted my career in this direction years ago when we just called it Influencer Marketing and blogs were lit! To be apart of a generation of marketers and creator advocates who have propelled this into a full channel, educated brands on the impact of cultivating authentic partnerships and the importance of diverse storytelling and equitable practices fills me with pride! Join me, Paramount’s Content For Change and these brilliant minds Crystal Barnes, Tiffany Hardin and Walter T Geer III on #InkwellBeach as we share our perspectives on the Creator Economy and the vital need to sustain an inclusive and equitable creator ecosystem. Moderated by the amazing Melissa C. Potter, this panel is sure to be 🔥 Thank you for inviting me to the stage with you on behalf of 160over90!