Pasta brand Barilla teamed up with social influencer Hannah Hart, creator of My Drunk Kitchen, to focus in on millennials in a YouTube series that combines interviewing and cooking.

 

Ms. Hart is hosting the sponsored mobile videos, While the Water Boils, playing on the theme of cooking pasta, showcasing interviews that take place under the amount of time it takes to boil water. While the Water Boils airs on the YouTube application and Barilla?s mobilized Web site PassionForPasta.com, hoping to spark interest in pasta now that low carb diets are on the rise. 

While the Water Boils focuses on content those consumers want to view to circumvent the aversion to advertising. 

Dunkin? Donuts announced its mobile order and pay national rollout for DD Perks rewards members through clues on its official Snapchat, a dedicated landing page and a 360-degree video of the world?s fastest Dunkin? run.

The retailer adopted 360-degree video, which is exponentially growing in popularity with marketers hoping to hype up its on-the-go ordering app and speed up food ordering and pickup. Dunkin? Donuts teased the news through Snapchat with subtle clues for keen followers. 

Over the weekend leading up to the launch, Dunkin? Donuts posted a Web site URL on its Snapchat live Story, alongside the date ?6.13.16,? with no other information.

HBO?s Game of Thrones built fan excitement ahead of this past season?s premiere via a Facebook invite, in which fans were prompted to explore the series? setting using their finger to travel around a 360-degree video of the iconic opening credits.

The popular reached mobile users while on the go through the new 360-degree video marketing trend and shared on social media posts. The Game of Thrones? official Facebook page features the video to discover all angles of the interactive map of Westeros shown in the program?s extensive opening credits.

Hilton Hotels & Resorts became one of the first hospitality marketers to also adopt 360-degree video strategy, via an ad that allowed viewers move thier smartphones to travel through a virtual visit of the chain's Barbados resort.

The hotel brand partnered with Opera Mediaworks and agency partner OMD to roll out the mobile video, which took consumers on a virtual vacation to Barbados. As more brands begin experimenting with 360-degree video, the hospitality sector lends itself to positive results in the virtual reality marketplace, due to its ability to allow exploration of new places, tour various resorts and take an interactive journey to a potential destination for their next trip.

Hilton?s 360-degree video, which is featured on the Hilton Hotels & Resorts? Facebook page, encourages potential travelers to move their smartphones as a personal steering device by tilting the screen to explore the location.

Mucinex garnered 16 million views and saw a 250-percent lift in Google search volume with a comedic TrueView YouTube video ad campaign that featured its well-known Mr. Mucus character begging viewers skip the commercial.

The campaign, tapped into the knowledge of how every consumer can not wait to hit the skip button on pre-roll ads, and plays into this in a comedic way. The keen approach allowed Mucinex to capture users? attention, which drove views, ad recall and purchase intent. 

The Reckitt Benckiser brand, was hoping to connect with consumers during the cold and flu season and break by standing out in the overloaded content field.

MLB.com partnered with The Minnesota Twins to encourage downloads of the MLB Ballpark app by creating an interactive experience for fans through virtual reality game clips and free cardboard viewers for attendees. 

The VR clips brought on-site fans further into the action onto the field, creating a part-of-the-team feeling to encourage further fandom. The MLB Ballpark app shared virtual reality videos during The Twins game against Chicago White Sox. 

Attendees were given cardboard viewers upon arrival for users to place their smartphones in and fully interact with the virtual reality experience. 

During the Twins and White Sox matchup on June 29 the first VR experience launched on the Ballpark app. 

Ontario Lottery and Gaming was able to attract younger consumers by flipping an ad campaign to a vertical format in a bid to keep up with user behavior and capture viewer?s attentions without having to modify their behavior. 

The ad campaign is displayed in a vertical format in order to accomplish an organice viewing experience in a way that is more natural to them. As Snapchat and other vertical video providers have driven users behavior on mobile, it is more common to see younger users viewing content in a vertical format.

OLG launched is promoting horse racing with the ads, making the races more excitable through vertical video, hoping users will view the ad to completion. 

Motor oil brand Quaker State spun a satirical approach to a social media campaign ? in partnership with digital media company Onion Inc. ? through a YouTube video that plays with typical marketing tropes.

Quaker State played off fancy marketing tactics and steered consumers? attentions to focus on the quality of products through a new video ad, of which satirical publication The Onion?s lends its tone. The videos aired on YouTube The Onion?s Web site and its social channels and feature a fake product with a series of tech-savvy features to play on consumers? desire for increasingly advanced mobile-first items.

The Onion ad campaign was designed to poke fun at the overly-gimmicky tactics seen from oil industry marketers hoping to create a positive brand sentiment. Quaker State was hoping have consumers focus back to the quality of motor oil by tapping social media to find marketing fads used to entice customers.

Footwear manufacturer Toms emphasized impact of its charity in which the brand donates a pair of shoes to needy children for every pair purchased by showing deliveries of the shoes through a virtual reality push in partnership with AT&T. 

The 360-degree YouTube video paired with an app that featured how purchasing at Toms can help by transporting viewers to a virtual Colombia and showcased children receiving the shoes. The campaign shares a real perspective on the program and attempts to drive home the positive sentiment of the Toms brand. 

USA Today Network launched an interactive, mobile-optimized map that showcased Tourism Australia?s 360-degree experiences in its app.

The publishers? GET Creative studio showcased Australia?s native wildlife and terrain via a mobile map with interactive qualities that allows viewers to digitally explore four locations of Australia?s coast. The campaign is viewing through the VR Stories on USA Today app and its mobile and desktop sites, 

The videos is indicative of the potential between publishers and tourism brands that hope to tap VR in a bid to jump visitations.