HACKS by Hunt Adkins

Who: Industrial Internet and any business relying on sensor-based products

What: A digital twin is the virtual representation of data pulled from any physical process, product or service that has readable sensors embedded. These sensors allow for real time information about the system to be transferred to the cloud to be viewed remotely. With the rise of the Internet of Things, digital twins are our key to accessing information communicated in the systems around us.

When: The technology was put into practice by NASA in the early days to monitor space stations and machinery for repair maintenance, with the terminology of ‘digital twin’ coined by Dr. Michael Grieves in 2003. Today, with the rise of the cloud, and smart objects within our homes, this technology is more relevant than ever.

Where: Globally

Why: Digital twin technology allows for communication between machine and cloud that enables users to access information enabling engagement with their environment and surroundings. Access to this information means that owners of these objects can stay involved and more in control of everything from their own selves, like fitness trackers, to their homes and environments, allowing for information to be communicated from everything with access to the cloud. And as smart objects are on the rise, with projected sales for home and health alike, information integrated into almost every aspect of a person’s daily life has the potential to be communicated and accessed.

From a business standpoint, using sensor-based products with digital twins represents dual advantages. On a mechanical level it means stable quality assurance for products, providing systematic information to avoid mechanical errors. When it comes to consumer targeting, the implications for access to the information gathered by information from sensors means more relevant and personalized services and messaging. Information gathered can be approached from either broad takeaways to improve objects overall for user experience, as well as specific information regarding individual users.

HACK: The Internet of Things, and our ability to access the information it provides us with, both as consumers and advertisers allows for a projected life continuously monitored and flexible. As advertisers, the breadth and capability of information from digital twins allows for a source of consumer research that is constantly current and encompassing of both groups and individuals habits. As the technology develops and becomes more accessible and fluid, it can be imagined that business owners and advertisers will be given the ability to develop personas quickly and detailed enough to tailor products and messages to users on the individual level. This ability constructs an image of a marketplace that can take connection with the consumer to another level, completely tailoring products and messaging to the individual.

Additional Sources:

Original Story

http://www.designworldonline.com/challenges-digital-twin-concept/#_

Who:  Denny’s

What: The breakfast chain released its own rendition of the popular zoom-in meme that has been making its way around the internet over the last few weeks. The meme sends viewers on a short expedition, directing them to zoom in on the syrup and various corners of the photo until ultimately landing on the butter, inscribed with the final message, “has this distracted you from existential dread lol.”  To date, the meme has over 165K likes and nearly 120K retweets.

When:  The tweet was sent out on March 1st, 2017

Why: The tweet is part of an ongoing effort to create social media content that is both contemporary and welcoming to Denny’s diverse clientele. Denny’s aims to integrate its jokes into a consistent brand personality to attract and maintain the brand’s diverse group of loyal customers. John Dillon, the chain’s CMO states, “Our social media channels really are an online extension of the Denny’s booth.”  This view highlights the idea that Denny’s strategy has to address both the functional, culinary offerings and the social dining experience.

The Hack:  Scanning for what consumers truly love

The essence of ‘America’s Diner’ is the comfort a guest feels throughout the dining experience, so all brand activity must carry that truth. Social media’s unique opportunity for two-way communication makes it ideal for communicating that idea. They emphasize the brand’s personality by replicating the real-world conversations a consumer might have with close friends.

Leveraging pop culture can be challenging.  Some references lack relevance or ability to add to the brand experience.  The key is being able to scan the cultural landscape for things that reflect what people truly desire from a brand.  In this case, people love Denny’s for the way it feels to share a meal with friends and family. The zoom in meme serves as a projection of the brand’s benevolence through its shareability.  It can be sent to friends in the form of an online message or on a phone screen sliding across the breakfast table.  For this reason, an exchange on Twitter reinforces the Denny’s  friendly standard as much as a smiling server refilling your coffee.

Last Friday night, a group of HA’s very own attended AdFed’s The Pretty Good Show at the Machine Shop. As a first time attendee, I did not know what to expect. Honestly I just anticipated a large room filled with socializing and awards being mumbled over a room full of very extroverted, creative people, but I was pleasantly surprised with a number of other moving parts.

The Machine Shop was a perfectly sized venue to hold an event of this caliber, enabling a variety of engagements pieces throughout its nooks and crannies. From the 3-man-band and Minnesota natives, The Last Revels, to a prop-filled, green screen photo booth, the night never allowed a dull moment, but it was the supplemental theme that really interested me.

Accompanying the main theme “Minnesota in its natural habitat,” was a large elephant in the center of the room, which cleverly addressed the wage gap nationwide symbolically and metaphorically. Staging awareness in this particularly sly way reminds me why I love the industry that we work in, always innovating the way we communicate.

Getting the opportunity to attend such an event and converse with other professionals in the industry was truly a privilege. It was more than just “pretty good” and it left me feeling very proud to be apart of the HA team and Minneapolis’ industry overall. Check out Adfed.org to see the handful of awards that HA came away with and the number of others won by our neighboring agencies.

Who:  A man is not always his name. Serial innovator John Bannister Goodenough – age 94 – just revolutionized society as we know it: he developed the next great battery. Goodenough won’t settle for great when he could instead settle for even greater.

What:  Goodenough invented the first-ever solid-state battery cell: longer-lasting, more reliable and faster charging than the lithium ion battery. With triple the energy density, this new battery holds triple the charge and withstands triple the recharges.

Back in the late 1970s, Goodenough’s fellow researcher at Oxford University developed the prototype of the lithium ion battery. Goodenough then revamped the preliminary battery with cobalt-oxide cathodes, perfecting the lithium ion to world domination. Goodenough empowered the development of laptops, mobile phones, and other cordless innovations.

Four decades later, John Bannister Goodenough has beaten the world’s best battery (his own lithium ion) with the invention of the solid state battery. Whereas lithium ion batteries opened the floodgates for the “micro” – like iPads – solid state batteries will open the floodgates for the “macro” – like electric cars.

When:  Built upon decades and decades of experience and perspective, Goodenough invented the solid state battery this February. The technology, however, is centered on the future. For energy intensive technologies that drive our world, solid-state batteries can empower an entirely new frontier for innovation, from renewable energy storage to a decentralized power grid.

Where:  Austin, Texas is the home of Goodenough’s new best. Yet from his beginnings at University of Chicago, to his work at MIT, to his breakthrough at Oxford, and now having settled at the University of Texas, Goodenough has been East, West, North, South, and across the pond. Throughout that, he has had his brain and his heart, leading his endless drive to innovate.

Why: Goodenough is not driven by wealth and status, but rather by ideas and values. Inspired by Ford’s introduction of a battery-powered electric car in 1960s, Goodenough dedicated his life to chemical science in pursuit of a better world. His solid state battery will, indeed, enable a better world, validating renewable energy storage and electrifying transportation.

A professor at University of Chicago once told Goodenough, “I don’t understand you veterans. Don’t you know that anyone who has ever done anything significant in physics has already done it by the time he was your age?” But with a determined and seasoned passion, Goodenough persisted and persisted. Developing the lithium ion at age 57 and later developing its successor at age 94, it’s fair to say that Goodenough can disprove that professor’s theory.

The HACK:  As Goodenough’s story shows us, experience is not just a means to an end: experience is a means to many other means. With experience and persistence, one is never too old to innovate. Furthermore, innovation is not a demographic. This reality of innovation applies beyond chemical science, to every science and to every art.  Appreciate the insights and innovations by others with great experience, perspective and determination. In the case of our industry, advertising’s next big thing may come from the coworker whose industry expertise and perspective preceded the internet itself.

Charlie Sorrel, Fast Company, 6 March 2017

Steve LeVine, Quartz Media, 5 February 2017

Ultimate favorite Halloween costume?

The lady who hands out the candy at home. I’m a Halloween grinch.

If you could have one author write your biography who would it be?

My favorite author is Jhumpa Lahiri, but she usually only writes about Indian people, so I’d probably get rejected.

Train, car or flying (airplane or superpowers accepted)?

Flying for sure, but hold the turbulence.

What’s the next book on your to-read list?

I just started Hope in the Dark by Rebecca Solnit, but I’ll probably have to mix an easy, fun book in there too—probably something that’s being made into a movie, so I can talk about how much better the book was.

Describe your perfect Saturday. 

I’d get to sleep in, which never happens, and then go to Target by myself for like a couple hours. I’d hang out with my kids, but get someone else to argue with my son about brushing his teeth before bed. And then I’d eat pizza and drink wine with my husband and friends.

If someone comes in from out of town, where’s the first place you’d bring them?

My favorite restaurant, Lyn65. It’s in Richfield in this bizarre little strip mall, but it’s the cutest restaurant with delicious cocktails, and you get free soft serve cones for dessert.

How did you find copywriting?

I started out working as an editor in educational publishing, but I knew I wanted to do something more creative. When I saw an open position at HA, I somehow tricked them into taking a chance on me (with no copywriting experience), and my right brain is eternally grateful.

Do you find similarities between the work? What are the particular challenges when it comes to crafting your work in advertising?

The main challenge is just trying to be smart and original on a daily basis. Luckily there are lots of great people here to help.

Compared to your past work settings, what advantages do you feel Hunt Adkins, as a small agency, brings? 

More potential for collaboration. Since we’re small, everyone has to be willing to help with anything and everything, and I like the opportunity to help (and be helped) with lots of different kinds of work.  

What makes a good/strong piece of writing to you?

Clear organization and a strong point of view. If the writing is fiction, it's dialogue that sounds authentic. Good authors make it seems so easy, but it only takes reading one terrible book to realize it’s anything but.

For anyone aspiring to work in copywriting, what aspects do you feel make a strong writer?

Knowing exactly what you (or your client) wants you to say, and vetting everything against that message. If it doesn’t fit, cut it. In a similar vein, you also need the ability to make connections between seemingly unrelated ideas so that you can present your message in an unexpected way.

What’s your trick for staying inspired? 

As Oscar’s Ratings Fail, Social Media Engagement Wins

Who: The Oscars

What: Although Oscar ratings were the lowest they have been in 9 years, social media engagement surrounding the show has always neared the top of the charts in comparison to other award shows. As the night came to a close, best picture announcers Warren Beatty and Faye Dunaway mistakenly announced La La Land instead of Moonlight, causing this live, unpredictable moment to fuel online engagement, outshining viewership and ratings.

When: February 26, 2017

Where: TV Broadcasts and Social Media

Why: Live TV viewership overall has been on the steady decline for the past 5 years and not just with award shows, but with sports and series airings as well. According to Marketing Charts, audiences ages 18-24, a target market prized by advertisers, watched 9.5 hours less live TV a week in 2016 compared to 2011 and turning more toward streaming sites. Though advertisers and producers may not be receiving desired numbers on live TV programming, they are seeing engagement grow within other areas.

The HACK: “Measuring the level of engagement is no longer simply defined by quantity, but by quality.” – Nielsen, a global information, data and measurement company.

Even though the Oscars may have received some of the lowest ratings in the program’s last decade, they sure generated a lot of buzz surrounding the show including envelope mix-up, complimentary candy surprises and political banter. This suggests that a program’s success is not contingent on viewership alone, but it contains a number of different metrics that demand attention. When Ellen Degeneres hosted the Oscars in 2014, her selfie taken with a group of celebrities went viral on social media and was accompanied with almost 10 million more viewers than this year’s Oscar production. The culture surrounding live TV is changing and producers and advertisers are starting to discover how to change with it.

Who: AT&T, T-Mobile, Verizon and Sprint

What: AT&T has just unveiled a new unlimited data plan that doesn’t require bundling with DirecTV in response to Verizon’s announcement of its first unlimited plan in over 5 years.  This is the first time in recent history that AT&T, Verizon, T-Mobile and Sprint have all offered unlimited data.

When: On February 12th, 2017 unlimited data became a standard offering.

Where: Nationwide

Why: The market for unlimited data has become so competitive, that large companies like AT&T and Verizon can no longer hold out, and since Verizon’s announcement last month, AT&T has diversified its offerings while Sprint and T-Mobile have adjusted their plan to offer better service for lower prices. This is great news for consumers who are accessing the internet with mobile devices more often than traditional computers. According to the latest Communications Market Report from OfCom, US consumers spent an average of 87 hours browsing on smartphones, compared to only 34 hours on desktops in August 2016, and when we breakdown how people are using their mobile devices, we see that 31% of this browsing time is spent on social media and 20% is spent on entertainment offerings, like streaming.

The Hack: Being prepared for an uptake in streaming and scrolling.

Without data limits, consumers are likely to spend even more time streaming and scrolling on mobile devices.  Unlimited data means less reliance on stored data, and more confidence in streaming services with paid advertising like Pandora and YouTube. It also means that there will be less reason to stop scrolling through Instagram feeds where ad recall is higher than the internet standard. In short, these unlimited plans should be met by advertisers with a renewed focus and exploration of how to best engage consumers through these specific, mobile channels.

Who & What:  Finland-based telecom giant Nokia, and its next-generation 3310 phone.

When & Where:  This past week, Nokia announced the return of its beloved 3310. The “first-gen” 3310 was introduced back in September of 2000, when text messaging was a novel concept. Nokia has confirmed it will first sell the 3310 in European markets in the second quarter (Q2) this year.  (See timeline below for the cell phone’s journey since Nokia introduced its original 3310.)

Why:  Before the rise of smartphones, Nokia led the pack in mobile. Of its many products, Nokia’s original 3310 was a consumer favorite: it gave the consumer everything he or she needed or wanted. Fast forward to today, Nokia’s new 3310 is an angel to a smartphone’s devils: it is simple, durable, reliable, long-lasting, intuitive and functional.

With growing appeal for “hands-on” products such as vinyl records, pour-over coffee and handmade gifts, many consumers are looking beyond the cutting-edge. The Australian Broadcasting Corporation identified a growing market of “retro adopters” – automation-averse consumers who desire greater control and interaction to an experience or process.

Nokia, with its pedigree for solid, great phones, is reminding many consumers that less can be quite a lot more. If the trend towards simplicity in brands continues, the new 3310 could help strengthen Nokia’s position as pioneer of “simple” in the mobile realm.

The HACK:  Nokia isn’t just responding to consumer demand for a product: Nokia is responding to consumer desire for a way of life. With so many forms of communication giving way to so many forms of miscommunication, a rock-solid, no-fluff, purposeful cell phone can be therapy to the modern consumer.

Other brands and advertisers could learn a thing or two from Nokia’s 3310 by communicating that a product or service can make the customer’s life less complicated and less difficult. Perhaps many consumers are “serenity adopters,” seeking peace and clarity from consumption. Pitch the consumer a sigh of relief, not a moan of distress.

Who: Panasonic

What: Panasonic just unveiled an innovation capable of analyzing viewers on a biological level. The new Contactless Vital Sensing software is able to measure changes in the light reflected off of a person’s skin and uses that data to estimate heart rate.

When: The software could be fully operational as soon as 2018.

Why: It is extremely difficult to measure vitals reliably between different situations. A person’s blood pressure, for example, might be different in his or her home than in the unfamiliar setting of a doctor’s office due to higher stress levels. Panasonic aims to measure heart rate without forcing a patient to behave unnaturally. The new technology will help to avoid these situational effects by allowing real-time measurements to be taken from any environment (capable of being caught on camera), including the comfort of one’s own home.  

Contactless Vital Sensing could be applied to any digital camera so possible applications could range across all aspects of daily and commercial life, from estimating a game show contestant’s heart rate to monitoring the vitals of a newborn asleep down the hall.

The Hack:  Real-Time Targeted Advertisements

Who: A study commissioned by Teads, video advertising company and done in partnership with Time Inc., The Atlantic, Conde Nast, and Forbes.

What : The study, exploring how readers interact with video advertising, revealed viewers preference for ads seen within premium published content over Facebook news feeds. The study, administered by neuromarketing company, Neuro-Insight, tested the effect on subjects when viewing video ads from a selection of four major publishing groups on Facebook news feed compared to the publisher’s own websites within content. Results showed that subjects found ads viewed on the publisher’s own website not only more memorable when asked to recall them later but also found the ads more relatable.

When: Released Wednesday, February 23.

Where: Facebook newsfeeds and publishing group websites.

Why: The study, was commissioned with the purpose of providing publishers with a clearer view of the effectiveness of their ads. Publishers currently struggle to benefit economically from content on mobile and social media, so this research helps them learn more about how they can increase revenue through ad placement within their content as well as ads for their brand at large. Time Inc.’s partnership with Teads may also be supported by their investment towards future video content after seeing a 150% increase between 2015 and 16.

HACK: Although this study was done for the sake of publishers, in advertising we can still take advantage of this study to better understand the significance of ad placement for greatest long term effect. Although video ads showed higher engagement overall in content over Facebook news feed, by individual field, the study showed success in various ways by brand segment. Within published content, health food, coffee and hospitality brands resonated with the left brain, more associated with long term memory, whereas consumer electronics and commerce resonated with the right, associated with emotional response. Additionally, according to Teads, higher engagement of ads within premium content was due to the immersive environment readers were exposed to when reading the premium content. As advertisers, we can use this as takeaway to underscore ad placement for not only exposure but long term effect.

Release on AdWeek

Who: AdCouncil, a non-profit organization producing public service announcements

What: The ad captures a stunt at a recent NFL Pro Bowl game in Orlando, FL of a kiss cam roaming the stands and finding unsuspecting couples. The twist is that the camera lands on couples that challenge biases of what is thought as ‘traditional’ representations of love. The camera first focuses on a heterosexual couple who kiss each other and then turn to kiss their actual partner. The ad continues to other couples (both romantic and platonic) varying in race, age, sexuality, and ability. The campaign involves six leading non profits and is backed by brand sponsors including Pepsi, P&G, State Farm, Unilever, Coca-Cola, Bank of America, Google, and Johnson and Johnson.

When: Released Valentine’s Day, February 14th

Where: National, digital and television

Why: This spot, designed by R/GA, is a continuation of the Emmy winning ‘Love Has No Labels’ campaign for the Ad Council that first premiered in 2015 designed to educate viewers and reduce biases surrounding love. However, this spot’s live filming, specifically at a Pro Bowl game in Orlando, capitalizes on the novelty of a live stunt as well as the communication of multiple statements. Not only is the location significance of the 2016 shooting at gay club, Pulse, occurring, but taped at the Pro Bowl signifies the NFL’s own commitment to supporting diversity and inclusion. The campaign also directs viewers to the Love Has No Labels website which features interactive elements, further information, and videos.

The HACK: Use ‘White Space’ of the audience to propel your message

This ad makes an impact on viewers because it utilizes an established practice to highlight its overall message. The Kiss Cam is well chosen because it’s surrounded by themes of exposure, love, and expectation (viewers watch the camera eagerly for the next couple to be chosen), all of which parallel those in the intended message of the Love Has No Labels Campaign. By using a medium associated with the themes they wanted to communicate, the message is more easily able to be received by viewers.

Although it depends on the campaign, if a brand can find inspiration or use of established practices, it can add strength to the creativity of the campaign, raise the impression on audiences by providing a new way of looking at something they already thought they knew, and increase possibility of communication to audiences.

Original Story Featured on Ad Week

Who: Ford Motor Company

What: Ford has just invested $1 billion to become the majority stockholder of Argo AI.  Former Google and Uber Engineers recently cofounded the Pittsburgh start-up with the vision of creating a fleet of autonomous vehicles to improve road safety and access to transportation. This partnership is the automaker’s first large-scale investment in developing a fully self-driving car.

When: The investment will be paid throughout the next 5 years in hopes of putting a self-driving vehicle on the road by 2021.

Why: The self-driving car has been crawling its way from science fiction to reality for decades. The arduous race to bring a fully autonomous vehicle to market has been gaining traction in recent years.  Last year, GM spent $581 million to acquire Cruise Automation, while other carmakers hope to have their automated technologies hit the road by 2020.

Ford has a large presence in the automotive industry with  market shares of 15.7% and 7.7% in the U.S. and Europe respectively. They must continue to innovate in order to remain relevant if they hope to sustain these market shares

So, how does Ford communicate a firm stance ahead of the learning curve and a prerogative to survive the radical changes facing their industry? With an all-star crew of Google and Uber alumni and a whole lot of money.

The Hack:  Embracing innovation, regardless of current products.

The final goal for start-ups like Argo AI, Waymo, and Cruise Automation is to disrupt their own industry. As Argo’s website states, self-driving cars have the potential to deliver cheap, safe transportation to the masses, reducing the societal need for personal vehicles. For Ford, fearing this change will get the company nowhere. By leaning into innovation, they are preparing themselves for the future of their market.

We have seen industry leaders become irrelevant overnight due to technological innovation throughout history. Nokia rested on past advancements in hardware development only to have their market share dissolved by constantly updated software from Apple and Android. Even Kodak who invented the digital camera declined to market their new technology in fear of marginalizing their film business.

Innovation is inevitable. It is advantageous to move forward despite any fear of cannibalization.

Who: Amazon Chime

What: Amazon created a video conferencing (VC) service that hopes to compete with other platforms that have firm footing in the VC market. By implementing its service on Amazon’s Web Service infrastructure, a network that has proven power and stability, Chime hopes to convert users to its service by leveraging omitted features by its competitors (Microsoft, Google, Cisco etc.) and it’s easy-to-use set up. (See Features Here)

When: February 13th, 2017

Where: IOS mobile and versatile desktop

Why: Amazon identified weaknesses in usability and quality within the video conferencing market and plans to capitalize on these neglected areas by filling in the holes left by the competition.

“Most meeting applications or services are hard to use, deliver bad audio and video, require constant switching between multiple tools to do everything they want, and are way too expensive. It's pretty hard to find people who actually like the technology they use for meetings today,” said VP of Enterprise at AWS Gene Ferrell.

The telepresence market is growing at an accelerated rate by  19 percent every year, meaning that if companies fine-tune their services now, more businesses will be more likely to embrace video conferencing on a deeper level in the future.

The Hack: Amazon is no shy player when it comes to entering new markets where they don’t have firm footing, but still managing to make a splash by identifying competitor faults and providing innovative solutions (like its newest business proposition the “Amazon Go” grocery investment). Though they are not planning to directly contend with players like Skype for Business in regard to its user capacity, they do intend to leverage its cloud infrastructure, cost and sleek features to onboard the many customers familiar to a cloud-based system.

What is your first memory of Hunt Adkins?

I remember when interviewing with Hunt Adkins’ creative directors, Holli walked by the large conference room waving. (I had worked with Holli before joining Hunt Adkins.)

What three adjectives best define Hunt Adkins to you?

1. Diverse 

2. Fluid

3. Family

Which is more essential to your morning, coffee or Wi-Fi?

Wi-Fi: I stream NPR on my phone before I get ready for my day. I’d have the option to get coffee after I leave the house.

Have a go-to skyway lunch spot?

Wherever Mariah is going.  

(Note: Mariah, Hunt Adkins’ Production Manager, is our in-house Julia Child.)

How many windows do you think there are in downtown Minneapolis?

Too many for the birds.

Would you rather sail the seven seas or visit the International Space Station?

Of those choices, I’d sail the seven seas.

Have you ever won a free cruise to the Bahamas?

I have not. Yet.

Let’s say you’ve been given a giraffe that you can’t give away or sell. What would you do with the giraffe?

Move out of the city to the country, somewhere with fewer – or higher – power lines.

Would squirrels enjoy social media?

Yes. They would be trolls.

So how does the internet work?

I don’t really need to know.

What was the first computer you worked on at Hunt Adkins?

The original Intel-powered Mac Pro desktop computer.

As a creative leader, what future technologies and creative mediums excite you?

What school do you attend? I go to the University of Minnesota, here in the city.

What is your area of expertise? I study a combination of psychology, business, sociology, and music.

Favorite food and Beverage? I love gelato and craft beer, but not necessarily together.

Do you have a claim to fame? I'm in a local indie rock band called Stone Arch Isles. Oh, and I was also the lowest-scoring member of my town’s youth-basketball program.

What is your favorite quote? “This Too Shall Pass” has always stuck with me.  Be thankful, but prepared during good times, and stay hopeful in bad times.

What was the last show that you binge watched on Netflix? Cosmos.  Neil Degrasse Tyson’s voice talks me to sleep every single night.

How do you take your coffee? Cappuccino before 11:00am, just like they do in Italy. 

What song could you listen to on repeat? Psycho Lovers-Local Natives.  Scratch that, pretty much their entire 3rd album.

What does your ideal weekend consist of? Doing a little hiking, eating something interesting, drinking a nice IPA, and seeing a show at First Ave.

What’s your go to karaoke song? As a singer, I avoid karaoke at all cost. If I do poorly, I'm making fun of people who can't sing, but if I do well, I'm a show off. I really can't win unless absolutely no one I know is there.

How would you describe yourself in a few quick words? Goofy, professional, artistic, analytical, and paradoxical.

Would you rather win an Oscar or a Grammy? Grammy.

What was your favorite Super Bowl Commercial and why? It has to be the Buick spot with Cam Newton.  Seeing a NFL quarterback destroy a bunch of youth league athletes really gives me hope for the future.

What are your ideal Valentine's Day plans? Probably hanging out with my lovely mother, author Leslie Levine.

What was your AOL screen name? DaPolkaDotHolder.  Don’t ask.

What is a trend right now that you love and one that you cannot stand?

Who: AIAIAI, Audio Company

What: AIAIAI, a music company offering customizable modular headphones, released a digital tool that recommends the perfect pair of headphones. The tool crafts the suggestion based on information pulled from the individual’s Spotify Discover Weekly Playlist- a playlist curated based on individual listening patterns.

The tool presents the user with percentage breakdown of their music genres, moods, and tempos in the Discover Weekly Playlist, data which is pulled from the music data company, Moodagent.

When: Now

Where: Featured on AIAIAI’s website

Why: Although this feature is new, the headphones it advertises, the TMA2 Headphones, have been on sale since 2015. This digital tool, personalizing a headset within a matter of clicks, may be in answer to low sales driven by overwhelmed customers. While the magnitude of options may attract more highly music-educated customers, for those less invested the amount of options can seem daunting and possibly overwhelm instead of entice. In order to make the options more approachable, this tool allows customers to still engage and feel that they’re getting a customizable, tailored product.

The HACK: Personalized options attracts customers in a sea of options.

Personalization to reach consumers is nothing new. As advertisers, one of our priorities is to convince individuals to choose our brand over another. A challenge that becomes increasingly difficult as more products and information become available on the market. As choice increases so does the ability and desire of buyers to seek out products and experiences more closely tailored to themselves. With the luxury of choice, buyers move beyond satisfying their needs to seeking to represent themselves through purchases.

The rise in personalization and customization for consumers is seen across the board. In wearable tech pieces that communicate health information constantly, to recommended products based on shopping history, to even a recently customized dress crafted from your daily activities. This case study of AIAIAI is a great example of a brand’s capitalization on consumer desire for tailored products. By speaking to the consumer individually, a brand can drive loyalty through creating an experience for the consumer that makes them feel more personally connected and listened to.

Who:  Proctor & Gamble, Saatchi & Saatchi

What: Proctor & Gamble partnered with Terry Bradshaw and Jeffrey Tambor to promote new Tide Pods® Plus Downey.  The 75-second spot was designed to initially appear to be live footage from the Fox Sports desk, but quickly transitioned into a more familiar format as a whimsical narrative unfolded with Bradshaw desperately trying to remove a stain.

When: Super Bowl LI

Where: Nationwide

Why: With technologies like Ad Blocker and DVR allowing consumers to avoid advertisements, content must actively engage users in order to be successful. Some companies attempt this by live streaming production. Going live enables brands to create unique, authentic content which stands out in the abundance of online advertising.  Traditionally an online option, advertisers are beginning to utilize live technology in TV.  Ad Age cites Snickers and Hyundai as prime examples, using live production as a means to create memorable, engaging content during this year’s Super Bowl.

Tide’s Super Bowl spot manages to capitalize on the benefits of live content by feigning an on-the-air moment and transitioning into a colorful, well-produced narrative 

The Hack: Unique, Long-Form Storytelling