How Ralph Lauren's 'phygital' boot sale in Fortnite shows benefits — and limits — of virtual commerce

To marketers at Ralph Lauren, this week’s so-called “phygital” boot release represents an unprecedented mix between the brand’s virtual and physical options. August 01, 2023 How Ralph Lauren's 'phygital' boot sale in Fortnite shows benefits — and limits — of virtual commerce To marketers at Ralph Lauren, this week’s so-called “phygital” boot release [represents an unprecedented mix]( between the brand’s virtual and physical options. Additional coverage: - While agency execs [recommend clients license]( any sounds or memes used in content, some brands will go ahead without doing so. - As advertisers [continue to look for ways]( to stand out in today’s ad landscape, OOH is getting more creative. - About half of publishers [increased marketing spend in the last year](, but that increase isn't likely to follow publishers into the next year. - BDG's Wesley Bonner [joins the latest episode of the Digiday Podcast]( to discuss Threads, X and more. - State Farm [wants to make its gaming competition series]( more well-known by working with creators to appeal to younger consumers. Other things to know about - Join us at the [Digiday Media Buying Summit]( from October 3-5 in Naples, where we'll bring together media buying leaders for three days of insights and networking. Don't miss this opportunity to connect one-on-one with execs from Dentsu, Publicis, MediaCom and more. - As advertisers realize the majority of gamers they traditionally perceived to be playing on PC and consoles are also playing on mobile, they’re[understanding the value of these games and ad experiences](. Sponsored by Activision Blizzard. - As cookies increasingly disappear from various platforms and channels, the industry continues to explore different identity resolutions. [Take this survey]( and help ID5 highlight which identification methods teams are using in 2023. Sponsored by ID5. Top Stories Ivy Liu [Gaming & Esports]( [How Ralph Lauren's 'phygital' boot sale in Fortnite shows benefits — and limits — of virtual commerce]( To marketers at Ralph Lauren, this week’s so-called “phygital” boot release represents an unprecedented mix between the brand’s virtual and physical options. howdy! [The Creator Economy]( [Marketing Briefing: Legal questions swirl as brands use more memes, trending creator sounds]( While agency execs recommend clients license any sounds or memes used in content, some brands will go ahead without doing so. Some brands will fly under the radar, according to marketers and agency execs, while others will face legal challenges. [Sponsored by Marketecture]( [How walled gardens pose a challenge for ad verification]( Limited access to data from walled gardens makes it more difficult for advertisers to compare ad performance across different platforms, channels or campaigns. Advertisement howdy! [Experimental Channels]( [Fortune cookies, the Sphere and more: How advertisers are taking OOH beyond billboards]( As advertisers continue to look for ways to stand out in today’s ad landscape, OOH is getting more creative. [Sponsored by Piwik PRO]( [Marketers are looking to healthcare’s achievements in data compliance to improve strategies]( To protect user data and privacy, marketers are looking to the strictest sectors for best practices and compliance examples. HIPAA regulations show teams how to work with sensitive data and ensure partners are up to par. howdy! [Strategizing for the Future]( [Digiday+ Research: Half of publishers upped their marketing spend in the last year, but slower spending is ahead]( About half of publishers increased marketing spend in the last year, but that increase isn’t likely to follow publishers into the next year. Advertisement [Sponsored by Wiland]( [Report: The state of marketing data enhancement and analytics]( To make their data work harder and smarter, brands, agencies and publishers are making data enhancement and data analytics integral parts of their campaign planning processes. howdy! [Publishing in the Platform Era]( [How BDG is threading together communities on its social media platforms]( BDG’s Wesley Bonner joins the latest episode of the Digiday Podcast to discuss Threads, X and more. howdy! [Brands in Culture]( [Why State Farm used influencer marketing to attract Gen Zers to its video game competition]( State Farm wants to make its gaming competition series more well-known by working with creators to appeal to younger consumers. [All Latest Stories]( You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 [Forward to a Friend](