Using Fox Sports influencer marketing strategies, the media giant has taken content marketing in travel to new heights.
The goal should be to engage, not to exploit.
The demise of one of the web's old favourites was due to overcrowding and consumer ad fatigue. Video ads can and should avoid the same pitfalls.
The campaign gave user-generated content the limelight, featuring Emirates own employees globetrotting the world.
Looking to leap the ever-present hurdle of ad blockers? A winning strategy is less about fighting the tech itself, and more about creating compelling content.
To get the best value from advertising, brands must look beyond plugging money blindly into a narrow digital advertising strategy.