Portrait of Ian Zelaya

Ian Zelaya

Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience. Previously, he was an editor for BizBash and a reporter for Baltimore Style magazine and Washington Jewish Week. He has a degree in mass communication from Towson University and lives in Brooklyn.

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Vita Coco Will Help Cure Post-2020 Hangovers at Home

CPG

New Year’s Day campaign includes a Postmates partnership, an AI device and custom Venmo stickers.

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Twitter Billboards Show We Coped With the Horrors of 2020 by Tweeting About It

Year in Review

Dionne Warwick, naturally, is front and center in the year-end OOH campaign.

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Tito’s Vodka Campaign Shows the Reality and Necessity of Shelter Dog Transport

Digital

Fundraising series for 3 nonprofits also includes a media partnership with WeRateDogs.

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Samsung Taps Paul Mescal to Capture a Turbulent 2020 Through Modern Dance

Creativity

Normal People star helps launch platform supporting young artists who have lost working during the pandemic.

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How Nascar Got Quarantined Fans to Tune Into Virtual Races

Adapting to Crisis

The persistent marketing move that produced a 40% conversion rate.

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How Oreo Ended Up Building a Doomsday Vault That Fans Voted the Best Ad Stunt of 2020

Year in Review

The brand's viral stunt outperformed CPG benchmarks by 59%.

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10 Takeaways From Brand Activations That Adapted to Crisis in 2020

Year in Review

Marketers can apply these lessons to future experiences, even post-pandemic.

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Hinge Redesign Aims to Streamline the Online Dating Process

Customer Experience

New prompt features and hand-drawn illustrations cater to singles trying to find love in a pandemic.

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Canada Goose’s VR Experience Takes Shoppers on a Surreal Tour of Southern California

Experiential

Luxury outerwear brand teams with The Webster to showcase styles through animated, 3-D environments.

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This ‘Phygital’ Experience Shows How to Do a Scavenger Hunt in Quarantine

Experiential

For a U.S. 5G launch, T-Mobile and OnePlus task fans with finding three real pop-up stores in remote locations.