Inevitable technologies play big roles in our daily life, including branding and marketing. They helps us to find innovative solutions and improve our experience and life. If brands could understand and implement technologies seamless into campaigns, users would be delighted and engaged to market the brands for you.
Change how brand’s message get delivered
Nike used Tour De France opportunity to build a chalkbot: a robot that receive messages from social media then spay them on the Tour De France race track. The message contributors received a GPS-tagged image of their message printed on road. Nike perfectly blended technology and right venue to market their brand: Nike Livestrong. The video had 43,390 YouTube views.
Nike – Chalkbot
In this example QR codes were effectively used to promote an independent music store: Zoo Records. The campaign scattered images of animals (composted with QR codes) in HongKong. People could use their smartphone to scan any part of the animal to listen and buy songs by an independent artist. In a city that is bombard with main stream pop music, it was an interesting way to differentiate their brand. The video had 34,120 YouTube views.
Zoo Records “Hidden Sound”
Another example, in order to boost the sale at the lunch hour, Korean retailer E-Mart used shadow QR code casted by sun light to engage with their customers. It not only boosted the lunch hour sales at E-Mart but also make people feel sunny. The video had 10,467 YouTube views.
Shadow QR Code
New technologies challenge brands to keep changing the ways to communicate with customers. In order to reach more readers, Gulf News, daily newspaper, teamed up withTim Hortons coffee shop to create a new way of reading news: from the coffee cup sleeve. Updated news hourly were printed using a special printer that pulled out tweets from the newspaper’s Twitter account. When people were enjoying a cup of fresh coffee, they could read the headlines on the cup sleeve and then go to the website to read the full story. This innovate way of offline to online marketing led the traditional newspapers website traffic growing by 41%. The video had 12,679 YouTube views.
The Headline News Cup Sleeve
New technologies sometimes determine how marketing messages could be delivered to the customers. Apotek used motion sensors to synchronize train arrival with hair blow motion in the subway. It was a simple and clever way to get people’s attention to the non-moving billboards. The video had 50,856 YouTube views.
Apotek – Blowing in the wind
A TV network,Sky Go, placed a small transmitter to transmit a special advertising message to train passengers. When the passengers are tired, they tend to lean again the windows. Sky Go used this opportunity to put their new offering in “high-frequency vibrations”, which means only the people puts his/her head against the window could hear it. The video had 453,586 YouTube views.
The talking window
When publisher wanted to reach their smartphones savvy target audience (12-17 year old girls), augmented reality was a perfect choice. With the help of Dentsu Canada, a unique augmented reality experience were created at Indigo, Chapters and Coles bookstores across Canada.
Special apps and installations were created to engage with girls. They could use smart phones to explore the stories with the AR.
Augmented Reality App – This Dark Endeavour Campaign
Marriott Hotels used AR technology to deliver a surprising experience for the new married couples. 4D virtual-reality Teleporter was used to transport them to unexpected places: Marriott hotel lobby, Hawaii beach or on top of the building, etc. The experience was enhanced by heat, wind and mist to engage visitors all senses. It was a great example of how brands could use technology to emotional connect with customers and at the same time market their brand service: hotels all around the world. The video had 172,593 YouTube views.
#GetTeleported: Virtual Honeymoon by Marriott Hotels
The vending machine itself could be experimented. Again Coca-Cola was the leader on this: They created the thinnest vending machine in the world. It fit in those places normally would not be possible and it perfectly connected with the product: Diet Coke. The video had 254,546 YouTube views.
Diet Coke Presents: The Slender Vender
Ariel detergent brand created a game installtion powered by Facebook: People can use Facebook app or physically control the robots to shoot jams at designer brand clothing. Those stained clothing then been washed by Ariel detergent and sent to the winners as a gift. Together with influencer and traditional media, the campaign generated media reach over 5 millions.
Ariel Fashion Shoot
Old technology could also be used in a creative way to effectively deliver messages. Spain’s ANAR Foundation(Aid to Children and Adolescents at Risk) cleverly used lenticular printing to display a hidden message based on the viewer’s height. The technology perfectly matched the two group of target audiences. It was a great execution of delivering messages to the children. With 8,990,483 YouTube views, hopefully it was not just a great campaign, but actually helped the children.
Anar Foundation “Only for Children”
See Part 2: How to integrate technology to create new experience? Part 2