Alison Brie and Dave Franco have been busy sharing fries a la Lady and the Tramp and drinking each other’s sweat—but if that’s not enough to pique people’s interest in the duo’s new horror film Together, the out-of-the-box online campaign just might.

To drum up hype for the movie, which explores a codependent relationship through a body-horror lens and was produced by and stars the real-life couple, distributor Neon pulled a couple of stunts online, including releasing a night-vision video using special tech to track how a viewer’s pupil dilated during the film’s most eye-popping moments, offering to pay for the wedding of someone who proposed at a movie theater, and offering free couples’ therapy to anyone who felt the film’s themes hit a little too close to home.

The free therapy offer was in partnership with online mental health provider OurRitual, which supplied a free couples’ counseling session to fans who saw the film in theaters. Eran Yorkovsky, VP of marketing at OurRitual, said the partnership brought in high engagement rates, and he is hoping this campaign is only a piece of how the company can collaborate with the entertainment industry.

“[The film] aligns very well with what we are trying to help couples with,” Yorkovsky told us. “Although it’s a horror movie, and our goal is to make sure your life is not a horror movie, it felt right.”

Continue reading here.—JN

This fall, digital creators are officially getting a seat at the table in Washington.

The Congressional Creators Caucus, a group dedicated to giving creators space to discuss public policy, was first announced in June, and is expected to roll out full-steam ahead when lawmakers return to Washington in September.

The caucus was initially facilitated by YouTube creators Matthew and Stephanie Patrick, who are behind the YouTube channel The Game Theorists, as a way to raise issues creators face as small-business operators. The organization, which has support from YouTube and Patreon, has bipartisan support: the caucus is headed by Republican US Rep. Beth Van Duyne and Democratic US Rep. Yvette Clarke.

The caucus comes as the creator economy is projected to grow to $480 billion by 2027, according to creator platform Kajabi. Even as the industry grows and adapts, creators, some of whom generate significant revenue individually, face a number of business challenges, Van Duyne said.

“When you look at these content creators, the majority of them are small businesses,” she said. “They’re not really treated like small businesses. I don’t think a lot of people think of content creators as revenue generators.”

Read more here.—JS

Each week, we spotlight Marketing Brew readers in our Coworking series. If you’d like to be featured, introduce yourself here.

Didier Bizimungu is head of performance marketing, SMB, at Reddit, and has spent a decade working in digital marketing and media, including at software companies like Matterport and Community Brands.

Favorite project you’ve worked on? One of my favorite projects was promoting a niche enterprise software with a total addressable market of just ~200 organizations. We had to get scrappy, from joining Facebook groups to showing up at camping events, to reach the right people. Success was defined by securing just one or two new logos per year. But those wins felt massive because it was truly a full-funnel, team-driven effort. It made me feel connected to every part of the journey—from first touch to closed deal. That’s not typical in my field.

What’s your favorite ad campaign? I’m absolutely obsessed with Liquid Death’s content. Their collaboration with The Deep from The Boys is a masterclass in creative chaos, and is the kind of campaign that reminds you how far the boundaries of advertising can actually stretch when you let imagination lead.

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Mergers and acquisitions, company partnerships, and more.

• Keurig Dr Pepper acquired JDE Peet’s, the owner of Peet’s Coffee, for $18 billion as it prepares to spin off its coffee brands into a separate entity.
• Stephen Curry started working with Google as part of a long-term partnership that makes the Golden State Warriors point guard a “performance advisor” to the tech company.
• The Association of Tennis Professionals and TikTok announced a partnership meant to contribute men’s tennis content to the platform.
• Carlos Alcaraz, the five-time Grand Slam champ, signed on as a brand ambassador for Oikos yogurt.
• State Farm tapped Kansas City Chiefs quarterback Patrick Mahomes and singer Meghan Trainor for its new football season campaign.
• Little Caesars, the official pizza sponsor of the NFL, teamed up with San Francisco 49ers tight end George Kittle for its latest ad.
• ESPN partnered with John Cena to promote its new streaming service.