Land of Web

Never underestimate the power of fonts and colors. It might be pivotal to user conversion. Consumers often rely on intuition when it comes to higher-risk decisions.

Fanta, the soft drink brand owned by Coca-Cola, is launching a live VR experience for Halloween at Thorpe Park called " Fanta: The 13th Floor". 

Trick or treat?

In this VR experiment, guests, wearing a VR headset,  will be invited to enter an elevator and ride to the 13th floor to attend a Halloween party. In the elevator, they will experiment lots of scary surprises. As the lift crashes down, the doors open on a series of macabre scenes.

The experiential work can be attended at Thorpe Park Furthermore every day until 1 November, and in East London until 29 November. Users can also test the VR experiment from their homes, on You Tube, in 360 video. 

The brand will also offer an on-package promotion with spooky graphics. All the graphics and idents were created by Israeli designer and illustrator Noma Bar, give it a distinctive look. The packs will contain a QR that leads to exclusive Snapchat lenses and filters. These include the likes of a China Doll shedding tears of Fanta. 

Complete your Halloween costume with exclusive Snapchat filters and lenses! Scan the Snapcode on special packs of Fanta to activate. 

Influencers and vbloggers will help to recreate the atmosphere and looks found in the Snapchat filters using make-up and costumes. 

Rosalind Brown, marketing manager at Coca-Cola GB, said: “Halloween is a fast-growing sector in the UK and this is largely driven by millennials – Fanta’s key demographic – making it the perfect occasion to engage with our fans.

Can you imagine a world where mobile devices are old-fashioned? In 2020 there will be more than 2bn internet-connected devices and 2bn adults will use the Internet. This scenario, we have to admit, it’s a little bit terrifying.

Welcome to the beautiful post-mobile world!

In this world, the concept Internet of Things (IoT) will be everywhere. The consumer will have access to an expanding set of endpoints to open a lot of application and information. There will be many IoT devices and everyone will use them.

The growth of IoT devices is due to advances in wireless technology, smaller and cheaper silicon chips and cloud computing, which made data processing possible on a grand scale.

Internet of Things (IoT) can be compared with the accession of eCommerce in the 1990s. It’s not just a passing mania like Google Glass in 2013, IoT is real, is here and it’s happing now.

In a world where connected devices will be everywhere, a lot of companies will have to rethink their IT strategies. IoT will allow a large number of devices to communicate over the Internet with a server that analyses the information received and sends the most relevant part of information back to users. For example, let’s imagine a refrigerator who can automatically order food. Or an espresso who knows when you need the next cup of coffee.

How about wearing a T-shirt that measures your heart rate and body temperature and can announce ambulance if an accident happens during a training session in the park?

Are blockchains a solution?

In following years, devices will easily outnumber humans. Some say that devices will outnumber humans and in this situation, the best solution is a system that will monitor them.

Blockchains are another solution. These are distributed records of a digital event that’s shared among many different parties, and a decision can be made only if is agreed by a group of the people in the system. In a blockchain, one you entered an information you can’t erase it anymore. Before this, the blockchain has been used for financial transactions and now it has become an effective tool for device management.

In IT ‘Speed is the key’

IT department has to learn to move faster. They have to produce software and apps very fast to keep up with market needs. The evolution of IoT created the environment which forced the IT world to keep up with this innovations.

IoT, where?

Native advertising is a type of online marketing characterized by a streamlined and unobtrusive ad placement and the targeted and valuable information that it provides to a specified demographic.

Native ads are placed within a website in a way that they don’t disrupt the experience of the viewer, like in between paragraphs, and usually do not appear like a traditional ad in that they may not directly advertise for a service.

This type of content distribution will use relevant or interesting information to engage with the readers that the business is targeting on someone else’s domain. The audience can tell native ads apart from other banners and the website they are being hosted on by the small label saying something like “ad” or “sponsored content” that appears on each one.

Facebook and Twitter are shining examples of native advertising success. They are increasingly maneuvering their platforms proactively to ensure top-quality user experience while doing away with the visceral rigidity of these platforms. In addition to supplementing conventional metrics such as engagement, analytics, and click-throughs, native ads pave the way for a more insightful analysis of critical business metrics as they unlock ad-specific information about every single user.

According to a study realized by Sharethrough/IPG Media labs, consumers look at native ads 53% more frequently than display ads.

Brands have used native advertising for years in search of an easy way to achieve natural visibility. Let’s get some inspiration from Smirnoff, Accenture, Societe Generale Private Banking and ALD Automotive with their successful native advertising strategies.

Shazam Custom Charts- bringing the brand to life in activities that resonated with the dynamic target audience, through a native content approach

One of the most popular Smirnoff products, Smirnoff Ice Double Black with Guarana (SIDBWG) -- in market for over a year in South Africa partnered with Shazam, to reach an audience that hadn’t seen brand communication, to present it in a way nobody else had ever experienced before.

The brand found that many party goers would use Shazam to find the party track playing in the club, or at the house party, and then even use Shazam to play music from the playlist experience.

The big idea was to entrench SIDBWG within the music and party space, enabling it to play a facilitation role by the brand bringing the right content to the market, not only its own. Shazam allowed the brand to not just advertise, but rather co-create a playlist, live, by geo-location to South Africa’s top Shazam’d tracks. What better way to explore the night than with the best music around the country?

The “Trending” Chart section was rebranded to SIDBWG, and the chart was hand-picked in line with the brand to represent the ultimate in the hottest on the music scene -- a never-before-done, branded-content partnership with real-time charts. It was a huge effort by local NotaBene and Shazam teams. This native placement required Shazam to code the branding into the section within the Shazam App. Using Shazam’s technology as the No.1 authority on predicting upcoming top tracks, and sharing this info with their users.

Approximately 27,000 of the right target audience accessed the Smirnoff Chart in Shazam. And more than 800 people clicked over to the Explorethenight portal without a call-to-action.

The results Smirnoff achieved from going native, apart from metrics such as clickthrough rates is that it became cool by association: Music lovers go to Shazam to see what's hot in the music industry.

https://player.vimeo.com/video/140631985

Mediafin, Digitisation: threat or opportunity? Native advertising project  designed to spark reader engagement

By creating a specially designed marketing environment using content, Mediafin’s Content Republic succeeded in generating interest and strengthening the position of three clients: Accenture, Societe Générale Private Banking and ALD Automotive. 

They saw the perfect opportunity to develop a prestigious marketing environment using long-form multimedia specifically designed and developed towards generating reader engagement, which was named “Digitisation: threat or opportunity?” using their media platform Partner Content.

This native advertising project came to life as a bilingual online hub, designed to spark reader engagement. The fact that they managed to bring together three different companies from three different sectors meant that they were able to bring to life the challenges of three industries that will

The project premiered a highly interactive, visual and cross-media format, populated with high-quality content written specifically for an audience of senior decision makers. In order to claim the domains of “futureproof” and “innovative,” the content environment acts as a plug-in to the independent, editorial environment.

This allowed the partners to enrich the editorial d 28 content with their own vision and expertise, complemented with examples, context and trends. Thanks to this set-up, they managed to respect the editorial independence, while maximising the interests of the partners. They brought together the teams of three different companies from three different sectors. The combined key project team consisted of 10 to 15 people at any given time.

The strategic editorial approach assured high visibility through the business media De Tijd and L’Echo, which have a combined total daily reach of 270,400 readers (print + tablet + web). 

What is M-Commerce? 

According to Investopedia, M-Commerce is the use of wireless handheld devices such as cellular phones and tablets to conduct commercial transactions online.

Mobile commerce allows potential customers to search for products, compare prices, and make payments effortlessly from anywhere just with their smartphones.

Offering a wider reach than the internet, mobile commerce allows for easy, cheap, and fast immediate communication. It also improves the sale process, giving customers mobile options in order to have more flexibility in deciding how and when to interact. m-Commerce helps to improve operational efficiency by automating the brand’s point of customer contact, sales, distribution, and service.

Mobile Commerce Is Booming

In an article published in 2015, Forbes reported that by 2020, not only will more transactions take place via our mobile devices, whether it's our smartphones or wearable technology leveraging near-field communication (NFC) technology, but also we will see the emergence of even more streamlined payment experiences.

According to Smart Insights, mobile commerce is expected to become a $250 billion market by 2020. The rapid smartphone growth and expansion, analytics and predictive technologies, hybrid solutions, wearable tech, and geo/location-based programming will make retailers rethink their strategies.

In order to grow the number of purchases on mobile devices, social networks, payment processors and card networks are all developing solutions that make the users' shopping experience easier on smartphones and tablets. In an effort to convert desktop shoppers to mobile, brands are implementing features like on-site buy buttons, single-click checkout, financing services, and unified offline-to-online commerce experiences.

Tech trends set to impact the mobile commerce market

For a successful mobile commerce app, it is important to create a design with the user in mind, based on the latest internet development technologies and tools.

Regarding technologies that can be implemented in an M-Commerce app, Mobile Image Recognition and Voice Activated Search can bring the customer’s shopping experience a step further.Using Mobile Image Recognition technology, a person can receive various recommendations of similar products on sale, just by taking a snapshot of a product they like.With voice activation technology integrated into the app,  the customer will be able to speak directly to the app and create shopping lists.

Machine learning algorithms can be used for online recommendations, and to know what customers share about your brand. This helps to get a deeper insight into the customer journey, and offer a unified intuitive experience across channels.

For a next level shopping experience,  integrating AR experiences and using micro-moments will be a must in the near future. Goldman Sachs estimates VR/AR will generate at least $1.6billion in revenue from $31.5million users within the next decade.

Advertising in M-Commerce

To improve retention, keep users engaged with your app by using push notifications. Regarding the schedule your push notifications, it is important to take into account the time of past events in the app, like when your user usually opens the app and send him a link to the last product he looked at.

To drive engagement, we recommend you to implement a user-generated content (UGC) strategy. This will encourage users to interact with the brand and will add a human factor into the marketing messages.

Retargeting is also important in an M-Commerce advertising strategy as users can easily migrate from one app to another. But the lack of cookies on mobile makes it difficult to execute. When you look for a retargeting partner, it is important to take into account their ability to perform dynamic retargeting, dynamic creative building and their ability to build an automated product feed.

Next, we present you two case studies of successful M-Commerce advertising campaigns.

Flipboard Social Catalog- using micro-moments to create an easy to shop mobile ”brand magazine”

To reintroduce Levi’s brand to a younger audience, the brand partnered with Flipboard, the world’s first social magazine for iPad, iPhone, and Android, to introduce beautiful full-page ads that connected readers to the first curated, shoppable “brand magazine” on Flipboard.

The campaign employed Flipboard, a massive app with over nine million monthly users that aggregates social and professional content dynamically into a digital magazine. The high-impact imagery was inserted into nine major publications’ editorial sections on Flipboard.

The Levi’s magazine, a rich, custom digital experience, was tied to sales, allowing for full e-commerce capabilities without having to leave the Flipboard app and becoming the first-ever shoppable magazine. The content section included photos, editorial, and social content from the brand’s various owned media properties, as well as advertorials from the Fall 2012 campaign and shoppable looks, which could be added to the cart within the app experience and seamlessly purchased.

In addition to the shoppable magazine, the campaign included full-page ads with nine Flipboard publications, including Vanity Fair, Details, Glamour, ESPN, and Fast Company. Action on ads directed readers to Levi’s shoppable magazine, and readers could navigate within Levi’s section to designated shopping collections for men and women. The content was fully shareable across all social networks, and the products were shoppable via integration with the levi.com e-commerce engine.

The Levi’s and Flipboard partnership generated awareness among a younger, mobile audience, and was a hugely successful first-of-its-kind mobile execution. Engaging content generated 1.8 million flips (digital page turns) within the shoppable magazine, leading to more than 160,000 clicks to the e-commerce experience.

https://vimeo.com/83357983

Metal Mulisha: utilizing machine learning and predictive analytics to create an optimized mobile commerce experience

With more than 1.6 million fans on Facebook and 76,000 followers on Twitter, alternative clothing line Metal Mulisha wanted to increase personalized engagement across all channels and e-commerce sites.

The personalized mobile commerce campaign was phase two of a project using a predictive analytics platform to personalize the brand’s online experience. The first phase of the campaign was desktop personalization, which resulted in a 67 percent increase in conversion rate. After seeing the success on desktop, Metal Mulisha extended the success with a mobile experience.

The mobile optimization app utilized both machine learning and predictive analytics to identify shoppers based on the device they used as well as a number of past and present behaviors. Responsive design technology allowed retailers to provide an optimal viewing experience for the shopper across all devices. 

Additionally, Metal Mulisha captured each user’s login from every device and learned to recognize customers, and their devices, to provide a personalized experience using real-time optimization.

For the personalized mobile commerce campaign, Metal Mulisha shifted the layout of featured and personalized products, since mobile device screen sizes vary. The resulting experience provided fewer elements on each page with selections specifically tailored to the individual, making the browsing experience faster and targeted. Product information was presented in order of importance, with clean, short-form digestible content fit for mobile. The site also minimized download lags or excessive file sizes, considering that many mobile devices accessed the site via the narrower bandwidth of cellular networks.

By identifying user trends and tailoring the experience to each customer, Metal Mulisha increased mobile device revenue four times over, with an astonishing 35 percent increase in revenue for smartphones and 25 percent increase in revenue for tablets for a total of 60 percent revenue increase for all mobile devices in just 30 days.

360-degree video- a growing market

The 360-degree video has truly opened up a new world of possibilities and produced a new method of advertising.

As you’re reading this, newer technologies are improving, making 360-degree photography and video a more and more innovative way to explore all angles and truly capture real-life experiences from a fresh perspective.

Google, Facebook and YouTube continue to dominate the digital ad space as creators are using the medium of 360-degree video and VR across industries.

According to Aaron Luber -Google representative – the company made a bet on 360-degree video on YouTube, providing users the possibility of seeing the video from every angle just by swiping or moving the phone or tablet around, with no headset required.

A post-Mobile World Congress write up on Marketing Tech highlighted that mobile advertising would change as we are “going to see a rise in 360-degree video ads and even ads that incorporate the mobile device itself – touch and vibration”.

360° video and VR will continue to grow and will become prevalent in a variety of additional industries to marketing technology over the coming years.

Does 360- degree video advertising actually drive more engagement?

According to a report from BI Intelligence, 360-degree video presents an opportunity for advertisers to reach massive audiences while allowing viewers to engage with ads as they see fit. The format also has the potential to generate longer viewing times.

In a partnership with Columbia Sportswear, Google made an experiment to find out whether 360- degree video advertising drive more viewer engagement than standard video advertising.

They created two similar campaigns using TrueView, YouTube's choice-based ad format. Each campaign featured a 60-second spot for Columbia Sportswear; one version was shot and presented in 360 video, and the other was a standard format video ad. Both ads included CTAs in the lower-left corner that drove to an extended version.

Surprisingly, the 360 in-stream ad underperformed the standard ad on view-through rate, across desktop and mobile, indicating that viewers aren't always in the mood to interact with 360- degree video if they're primarily watching standard video.

But, the 360 ad also had a higher click-through rate, meaning that viewers were more interested in checking out the full-length version of the video. The interaction rate was higher than the view-through rates for the 60-second 360 ad, meaning that the 360 ad drove engagement via interactions, even if people didn't watch 30 seconds or more.

Another finding was that 360 video has the potential to drive more viewers to share, subscribe, and view other videos. In total, the 360 ad drove 41% more earned actions than the standard ad.

This experiment showed 360-degree video has the potential to drive engagement in promising new ways and the novelty of that viewing experience not only makes people want to watch 360 videos, it also makes them want to share.

Virtual Empathy: opportunity for non-profits to boost their efforts through 360- degree video

Ahead of Nielsen Global Impact Day, an annual day of service in Nielsen communities around the world, Nielsen conducted a pro bono analysis to help nonprofit organizations make better use of this emerging technology as they engage audiences.

Nielsen studied the effectiveness of 360 video compared to more traditional forms of advertising, and the content characteristics that drive donations and other desirable measures for charities.

The ongoing research has found that 360 video is extremely effective at communicating charity brands to consumers, with over four in five consumers (84%) being able to recall the featured charity across the content tested, significantly more than were able to recall the brand from traditional ad pods (53%).

Advertising across Platforms

According to a research published in the Journal of Advertising Research (JAR), campaigns featuring television and digital ads deliver a "kicker effect" on return on investment when compared with using TV alone. In their study, when digital was added to television, the return on marketing investment increased by 60% for the average campaign measured against utilizing TV alone.

Another research conducted by IAB, the Cross-Media Ad Effectiveness Study found that Mobile In-App + TV + Print emerged as a very strong driver of increases in lower funnel metrics, particularly for brand consideration.  Another key finding was that TV exposure contributed to increased Brand Opinion and Purchase Intent while mobile drove top of mind Awareness.

To see how 360-degree video can be integrated successfully in cross-screen advertising campaigns, we present two campaigns, one from Turkey and another from Mexico.

Spark Brilliance- a multi-channel effort that used cutting-edge technology to integrate television commercials and audience mobile devices

To build excitement for the Turkish National Team's new sports jersey, Nike launched a multi-channel campaign that used cutting-edge technology to integrate television commercials and audience mobile devices.

"Spark Brilliance" campaign was centered on Arda Turan, coach of the Turkish National Team and current player for FC Barcelona, one of the world's best football (soccer) teams. The campaign gave fans an inside look into Turan's halftime speeches, using his inspiring words to ignite a nation.

The objective of the Spark Brilliance campaign was to engage Turkish National Team fans through digital channels to ramp up excitement for the team's new sports jersey. Nike also wanted to differentiate itself from other brands by using innovative technology.

Campaign content on the most popular sports channels in Turkey gave fans an inside look into the Turkish team's locker room to hear Turan's rousing halftime speech. In addition, Nike used Tagvance Media's second-screen technology to sync mobile devices to the TV broadcast. This gave the audience 360-degree views of the locker room during Turan's speech, making it feel like they were there with the rest of the team. The 360-degree experience was also extended to Nike physical stores through virtual reality experiences.

Nike wanted the audience to transition seamlessly from the game to the locker room experience just after the halftime whistle. As soon as the locker room campaign began on the TV, the audience's mobile devices were triggered by Tagvance Media's second-screen technology, featuring the halftime speech via the 360-degree video on the mobile screen.

Nike's campaign was so effective that it sold out of the new jerseys on Nike.com and parts of Turan's speech even became part of the Turkish team's motto.

The 360-degree video generated 14 million views and the No. 1 viewed video in Nike Turkey's football history

"Login"- giving access to a 360- degree camera, so that your viewers don’t miss any detail

In 2016, Televisa decided to launch a sequel of a previous campaign- Logout- their first fully interactive TV in order of taking viewer interactivity via the app a step further, with a new story, new characters and an updated app interface with more features designed to make the experience even more interactive.

The campaign was launched offline and online including promotion across Televisa’s broadcast and pay TV channels, along with space on regular programs and newscasts.

The webpage was a critical source of interactive content before the broadcast that helped educate the audience days before the series aired, containing links to download the app within different OS store environments.

A bumper entry at the beginning of each chapter within the series itself asked viewers to open the Login application. Also, an onscreen “icon” was used to alert people that the scene they were watching used integrated technology and something was about to happen on their device within the app.

The simple design of the focused on the new features. Visitors could weigh in on the actions of some characters and story situations. They could access views from 360-degree camera angles, so no detail went unnoticed and they could visually place themselves inside the screen.Using codes, they could unlock a message from characters via a video call and answer questions.

The show integrated voice recognition technology that hadn’t previously been used by Televisa and created a more social experience with quizzes whose results could be shared on social networks. A Help Center was created with video tutorials, FAQs, and all the information necessary for the user to get the most out of the experience.

Within the first chapter, Televisa had 1,813 active unique users that lived the new way of consuming content via a second-screen experience.

The campaign changed the paradigm of how to present content on different screens, delivering a new path for series entertainment to take advantage of technology and viewer experiences in consuming content.

The Business Dictionary defines innovation as a process of translating an idea or invention into a good or service that creates value. So as to be called an innovation, an idea must be replicable at an economical cost and must satisfy a specific need.

Advertising agencies always attempt to create new strategies for their campaigns in order to deliver brand experiences that are more charming and innovative. And today, innovation is all about what users want and need.

A mobile map application can change the face of interactive advertising for your brand. Maps’ increased importance as a marketing medium has been driven by the growth in mobile usage, where maps play a crucial navigational role. More than a billion people are using maps each day. And this is the perfect opportunity to bring innovation in your mobile campaign. 

In order to make its Maps product a more marketer-friendly environment, Google continues to develop a range of Maps APIs for business users. Retailers can hook directly into the Maps API to provide store locators or to analyze shopping behavior by geography.

In the last years, more and more advertising agencies realized the potential that the Maps API has in creating  innovative and engaging product campaigns. And the ingenuity of 3rd party developers using the Google Maps API has created a dazzling array of apps and tools. We selected three case studies of innovative campaigns that used Google Maps in their implementation.

Pepsico India: creating an immersive technological experience with Google Maps and social media platforms 

In a period where every other brand was running vanilla contests to woo consumers, Lay’s did a first-of-its-kind innovation that brought the two technological giants – Google and Twitter -- together to create an immersive technological experience for its audience by creating a mashup using their APIs.

This was the first time that a brand innovated on the medium of mobile, by leveraging through a utility-based app: Google Maps. Lay’s created the first-ever treasure hunt, which was only possible to win through the map.

The engagement model was rooted in mobile and social channels, keeping in mind the media habits of the Lay’s audience during the tournament. For a cricket fan, there couldn’t have been any bigger reward than to watch the World Cup Finals live. Therefore, Lay’s wanted to find a way to be part of that reward.

Google Maps has always been centered on giving directions from point A to point B. Lay’s decided to leverage this 'utility' feature of the app and combined it with the social networking power of Twitter to engage its audience on a branded microsite created for the promotion focused on a treasure hunt. Users had to only log in on the microsite with their Twitter credentials and were instantly connected to the main interface, which showed a map with hidden tickets to the World Cup final.

The hunt was organized pan-India with the treasure being hidden in different cities. The level of customization was such that a participant in the hunt from a particular city only saw the marker for the tickets for that city. As the microsite required a connection to Twitter, user actions on the website were converted into tweets that helped amplify the event and at the same time created awareness about the activity. This microsite was optimized for mobile, as Lay’s was aware that the users who were participating were going to be on the go. It would help them get the next clues to progress on the treasure hunt.

The campaign garnered 409 million exposures, 27.7 million in reach, and 3.3 million people engaged, making Lay's the second most talked-about brand among International Cricket Council sponsors, after Nike’s #bleedblue campaign, during the World Cup season.

https://player.vimeo.com/video/143684360

Rate My Roof: personalizing the app experience through Google Maps in order to create awareness

Origin Energy developed a campaign called "Don't Waste Your Roof," a seamlessly integrated online journey that asked Australians to see the potential value in their roof space. It re-framed the humble roof as something of value not to be wasted. As part of the campaign, an app was developed that allowed people to measure the potential solar value of their rooves. 

Using "Rate My Roof," which was created in partnership with Google Maps, people could draw a square around their homes on a map to see how much money solar energy could save them over a period of up to 30 years, giving them the knowledge they needed to make the switch. The strategy was to get people to make the most of something they took for granted. 

Origin Energy created an educational video piece that streamlined the entire process of going solar from the awareness through installation phases. The app was launched with an online "mockumentary" called "Solar Stealers." It told the story of a loveable, middle-aged couple traveling around the country in their camper-van, stealing people's sun from above their roof with a giant solar panel. The film introduced the interactive mobile tool, Rate My Roof. 

For the first time ever, people were able to see how much money they could save by adding solar panels to their rooves. The Rate My Roof app was used by 150,000 people, increasing solar consideration by 70 percent. Google went on to launch its own version of the tool in America. In a category more hated than banks, 67 percent of people began to perceive Origin as a company that was both innovative and forward-thinking.

https://player.vimeo.com/video/195991905

The Traffic Gaaye: creating useful tools by integrating Google Maps in your app

Cows are India's most sacred animal. In the bustling city of Delhi, however, they are also a major source of traffic congestion. Videocon wanted to address the issue using its own innovative smartphone technology, in an attempt to drive brand affinity and grow its market share in the telecommunications industry. The brand developed the Traffic Gaaye app, which leveraged mobile technology to alert drivers to traffic caused by free-roaming cows throughout Delhi, and suggest alternate routes.

Videocon created special transmitter collars for Gaayes (Hindi for cow). Each collar used a recycled smartphone and a solar charger. The brand tracked the cows using the smartphones' existing GPS capabilities, following their movements and providing updates on nearby traffic to users.

The collars tracked the cows' longitude and latitude, and the Traffic Gaaye app was created with Google Maps' open API, allowing commuters to avoid a very common source of congestion, the cows themselves. Users could see where the cows were, receive tweets with traffic updates, and even follow unique routes the cows used to navigate the city

With 6,000 km covered by the cows, Videocon developed a data bank of hundreds of unique routes. These, combined with the traffic updates and alerts showed that commuters' journeys were reduced by an average of 15 minutes. The campaign drove a 13 percent increase in the Videocon brand affinity amongst its user base.

Each website interaction, purchase, survey question answered and online engagement creates valuable data that can help you learn more about your audience and can help you build customized online experiences.

According to IBM, the introduction of Data Management Platforms (DMPs) and Customer Relationship Management (CRM) aid the increase of customer data collection so much that 90% of the data in the world today has been created in the last two years alone.

CRM advertising is a scalable, data-driven opportunity that allows you to create personalized brand experience, in order to win your customer’s loyalty.

By connecting a marketing platform with online social and advertising networks, CRM advertising allows your brands to securely route customer contacts to these channels. Then, you can target them with automated advertising campaigns.  And wherever target customers will spend time online, these ad modules will drive messaging, getting the right content to the right person at the right time.

Using CRM advertising can be a true game-changer, providing you the opportunity to create the most memorable brand experience possible, while measuring overall advertising impact and ROI in real time.

We selected 4 campaigns that represent perfect examples of how you can use data in order to engage your audience in personalized brand experiences and win their loyalty.

Offers Factory: using data to establish a new relationship with the consumers

Though Royal Canin knew a lot about Russian pet food owners, it found itself at the start of 2015 with a two-tiered problem: its customer database was sorely outdated and most everyone was still buying its products in stores versus the more efficient online channel. Further, most loyalty programs in the pet category were perceived as initiatives of individual retailers, with the brand itself typically kept at arm’s length.

After analyzing sales trends, Royal Canin set a goal to create a long-term loyalty program for owners of cats and dogs and transfer their purchases from offline to online.

The program called for sending e-mail coupons offering either 30 percent “Welcome” discounts for new members; “Birthday” offers with 30 percent discounts, or a 15 percent “Quarterly” discount for all participants at the beginning of a new quarter. The program was integrated within the brand's CRM platform with a top-up over a long period of activation via the different channels.

After a multi-stage algorithmic analysis of the CRM platform, individual offers were created along the following parameters: type and size of pet, any upcoming “events” in the life of the animal - such as a birthday or a new stage of growth - along with medical records, and other data on the pet owner.  This allowed the agency to make personalized appeals to the owner and send e-mail coupons with specific deadlines for redemption.

The campaign achieved its overall goals of reducing logistics costs, minimizing waiting times for orders, and improving the customer experience.

https://www.youtube.com/watch?v=f20cRSz4ZPY

Samsung CRM campaign: using data to built one-to-one engagement models

To reduce customer turnover and increase sales, Samsung utilized its data to build unique profiles of each owner, that allowed the brand to deliver custom, targeted engagements that were unique to each owner's passion.

By using data insights, Samsung was able to build unique profiles of each owner based on passions, geography, apps, length of ownership, and model of phone. These profiles helped THE the company build models of content types, subject types, offers, and invitation-only events. Then Samsung activated and personalized the models across the data-driven, mobile-first ecosystem of device push notifications, emails, websites, and an owner engagement app.

Using mobile-specific channels, like device push notifications and the Samsung+ owner engagement app, in targeted, meaningful ways was critical to creating one-to-one engagement.

The most basic use of mobile was a "ticket" that owners could quickly show, along with a valid Samsung Account, to prove ownership and gain entry at a premium activation, including a private brunch or a chance to win VIP music festival upgrades. In another mobile activation, Samsung sponsored a Marvel's Avengers: Age of Ultron movie screening and targeted local device owners who loved movies to give them a free ticket to the screening.

Samsung generated engagement levels of more than 40 percent, more than double the average industry rate. In addition, Samsung experienced a 65 percent increase in new purchases, translating into 1.27 million new smartphones.

https://player.vimeo.com/video/184306860

Minions Love Bananas- how to use data in order to create fun and engaging experiences  for your mobile audience

In the lead-up to the feature film release of Minions, Chiquita developed an innovative strategy to capitalize on its partnership with Universal Pictures.

The brand designed a mobile-first campaign targeted toward mothers of young children, with seamless desktop integration. In-store shoppers could scan Minions-themed stickers on Chiquita bananas to unlock original instant prizes and content. Customers could also access more games and content on the mobile-ready website, and enter an “instant win” sweepstakes that rewarded all users for their engagement.

The campaign was conceived around three ideas. First, image recognition technology was used to bridge Chiquita’s physical shopper marketing and in-store mobile engagement. Thirty-two different collectible Minions stickers were mass-produced and placed on millions of bananas by hand. Every time shoppers scanned a new sticker with their phones, it unlocked instant prizes and content.

Second, a new mobile-first “Minions Love Bananas” website was created for the upcoming film. It functioned seamlessly on both mobile and desktop without an app, and featured a wealth of interactive experiences to engage the target demographic of moms and their families. The website included arcade games, greeting card makers, interactive recipes, and a fun tournament where users could vote for their favorite Minion. Visitors were rewarded for every activity completed.

Third, a prize engine was created with custom logic to power an instant-win “sweepstakes” that promised everyone would be a winner. This sweepstakes structure unified every facet of the campaign, rewarding users every time they engaged with the website or scanned a sticker

The website saw a return rate above 50 percent, with 20 percent of unique visitors signing up to receive rewards. Of that audience, 35 percent opted in to receive ongoing marketing from Chiquita in the form of a newly-revamped email and CRM text program.

https://www.youtube.com/watch?v=1S-4bkY6Ldg 

Spotify Singles: transforming data into a personalized useful tool

Spotify wanted to set itself apart from its competition by tapping into the large pool of listener data it had amassed over the past decade. So it created a series of fun insight- and data-driven playlists that explored the world's personal relationship with music.

 The objective of the campaign was to transform Spotify's listener data into creative expressions that were relevant, personal, and unique to the user.

 The first Spotify Single playlist-"Taste Rewind," was a musical time machine that — based on a listener's tastes today — showed what s/he would be listening to if s/he lived in another era.

The second one named "Found Them First" helped fans prove they were really into a band before they were famous. Spotify used listening data to show listeners all the bands they discovered way ahead of the pack.

The third playlist, "MixtUp," used the idea that couples and friends don't always love the same tunes. By entering two favorite artists, listeners learned the degrees of separation between them and got a playlist that seamlessly filled the gap.

The data from each experiment was transformed into not only a personalized sharable digital object to express the user's musical taste, but also provided a tool by which they could discover more music based on their current personal tastes, which was backed by data.

The campaign resulted in more than two million visitors to Spotify, hundreds of millions of social impressions, and extensive press coverage, with zero media spend.

https://player.vimeo.com/video/183705342

Chatbots are artificially intelligent pieces of software, capable of maintaining conversations with humans. They can already do some incredible things, such as operating a medical helpline, helping you plan your vacation, and even talking with you when you can’t sleep.

American research firm Gartner predicts that 85% of customer interactions will be managed without a human by 2020. Given this, businesses are beginning to invest and experiment with bots, creating tools that have the capacity to assist the customer during and after a sale and provide personalized support, recommending products and services. Facebook Messenger alone now has more than 100,000 bots.

In the world of advertising, this represents a huge step. By using chatbots in your campaigns, you can bring your brand personality to life and increase engagement. They give you the possibility of creating unique brand experiences, with tailored content.

According to an article posted on AdWeek, in order to create a successful chatbot, it is important to make sure that you integrate into its features at least one payment option and to allow it to map the purchase patterns of your users. Also, your chatbot should provide a human-like interaction, with personal messaging that will guide the customer along the buying journey.

Case studies

Debt Collector- creating a cool and funny character, in order to engage with a younger audience

Sparkasse is Germany’s oldest bank. To get young people excited about its newest product- Kwitt they launched an online campaign with an unusual testimonial: a debt collector.

Users could hire him for various missions via Facebook Messenger – from collecting money to inviting friends to a party. Behind the concept was the world’s first chatbot to feature creative storytelling.

https://youtu.be/Tz9Osn9F7XE

#fortherestofyourlife- When life gives your users lemons, your chatbot helps them make lemonade

The integrated campaign for EYRI Iceland Mattresses featured an AI argue-bot to simulate pointless conversations with the user’s ex and a cross-promo on Tinder, exploring the idea that after a messy breakup, a good mattress is the second most important thing to have upon securing a top-notch lawyer.

The campaign included a social media outreach with the hashtag #fortherestofyourlife, OOH, a micro-site with an AI Chatbot, a presence on Tinder for the recently single and a running promo offering 50% off mattresses.

https://eyri.us/pages/splitsville

Chatbot Bio Cosmos- creating brand experiences by letting users have dialogues with your product.

“Dialogue with the artwork” is an initiative from the Museum of Modern Art in Buenos Aires to get people closer to art through technology.

Bio Cosmos chatbot was developed to give the art piece a voice and a personality, with the objective of making easier the interaction between the art and the visitors of the museum. The chosen work was “Bio Cosmos” by Emilio Renart.

https://vimeo.com/209014746

Hardwell - Facebook Messenger Bot- using chatbots to interact with your social media community

Hardwell delivered a world first fan experience for the dance music industry by creating a chatbot that allowed its millions of fans to interact with him like never before, all through Facebook Messenger.

By using the chatbot, fans could chat with Hardwell and receive answers to hundreds of different kinds of questions or receive exclusive updates and advanced teasers of new tracks and music videos. They could also submit fan art, receive exclusive giveaways and even browse through the latest Hardwell apparel and merch.

One of the core pieces of functionality of the chatbot was the Track of the Week voting mechanic, that allowed the audience to listen to audio samples and share and vote on its favorite, all without leaving Messenger.

Also, they gave fans a way to have their own shout-outs featured on the show simply by leaving Hardwell an audio message using the chatbot, the best of which were then broadcasted as part of the on-going “Fan Shout-Out of the Week” feature.  

https://www.facebook.com/I-Am-Hardwell-274544866045345/app/182222305144028/?ref=page_internal

Fast Company Chatbot- An Event Planner’s Best Friend

The Fast Company Innovation Festival is an annual event with more than 5,000 attendees from around the world. Unique to the conference are “Fast Tracks,” where attendees go inside companies reshaping the business landscape. But this structure also makes the event expansive- with over 100 venues and hundreds of speakers, attendees need help navigating the entire conference.

The solution was to create a chatbot- developed on Facebook Messenger- that would guide the attendees and would help them to get the most out of the week-long conference.

The responsive tool was an engaging way to answer common questions like, “When is the next session?” and “How do I get there?”

Most conversations took less than 2 taps to get the answer they were looking for, whether that was the closest food, ticket availability, or their next session.

Personalized Content

In 2018, one of the biggest trend in E-commerce is creating content that will generate unique user experiences.

Personalized content can drastically improve the performance of your website and the engagement of your visitors.

In a HubSpot research on more than 93,000 calls to action they created over a 12 month period, the team discovered that calls-to-action targeted to the user performed 42% better than calls-to-action that were generic.

Building a personalized content promotes the perception of different buyer personas, creating a communication that fits each customer’s needs and requirements individually.

Example- Iberia Airlines

During the 2016 holiday season, Iberia Airlines customers received emails posing the question about their dream travel destination and with whom they would go there. To answer, customers were redirected to a microsite where they would fill in responses, as well as the email address of the person they wanted to travel with.  

After that, the users’ friend received an email with a holiday greeting about the dream vacation. In order to view the card, that person had to click a link to view it in his or her browser. With the user's permission, they used cookies so the traveler’s friend would see banners across the web with a personalized message, suggesting the perfect Christmas gift- their dream vacation with their best friend.

https://www.youtube.com/watch?v=HwS7l-ii4WQ

Native Ads

Native advertising has become one of the most sought-after marketing methods. It facilitates brands to market their offerings in a quite non-disruptive way that blends in easily with the environment a user is most comfortable with.

By using native ads, you put the right information in front of the viewer when they actually need it.

Croatia Insurance- an Award Winning Native Advertising Example

By creating a free web application which was the first interactive digital map in Croatia, Hanza Media’s Native Ad Studio managed to create great awareness and engagement on the subject of home insurance.

In order to raise awareness of the importance of home insurance, the company created an interactive heat map that allowed users to get an overview of the dangers particular to their area.

The app was called How Safe is Your Neighbourhood. Using it, the users were enabled to get the most accurate, relevant and personalized information on the safety trends in any city the user chooses. The map answers questions about the risks of flooding, earthquakes, fires and home burglaries.

By the end of the campaign, the number of hot leads was three times more than expected. The campaign also generated earned media as local and national news websites and radio stations reported on the Heat Map.

The app took the gold medal at the Native Advertising Awards for Best Use of Online Media.

http://apps.jutarnji.hr/globe/

Micro-Moments

‘Micro-moments’ are a bit of a buzzword in marketing in the recent period. Micro-moments represent the times in the day when users want to know something, do something, go somewhere or buy something, and helping themselves by using their phones.

By studying when information is most relevant to your customers, targeted marketing becomes possible, letting your brand reach the right people at the right time.

Example: Scottish Ballet

In previous campaigns, Scottish Ballet’s ads were performing best when people were sitting on buses and trains on the way to and from work, were busy making plans for the weekend on their phones.

But they found out that things have shifted slightly, users generating traffic mostly on weekends between 7-8am and then again (later) between 7-9pm.

The team targeted the potential audience with relevant ads right when they were on their smartphones looking for things to do.

For the Facebook traffic, the best time was between 7am and 11am and then from 6pm to 9pm and most of this traffic came via mobile.

For Email marketing, as users were picking up their messages throughout the working day, the perfect time was from 10am to 4pm. The majority of the users were coming through between 12-1pm so lunchtime seemed to be when the Scottish Ballet audience were checking emails and engaging.

This information gave Scottish Ballet the opportunity to streamline their message in order to have more impact to specific people, transforming the way they communicated with their audiences.

This week Apple announced several new products that will bring a lot of new features. And QR Codes are going to be usable in a big way. When iOS 11 launches in the fall, the Camera app will natively provide a QR scanning function, allowing users to to scan and interact with QR codes with no need of downloading a separate app.

This is a great opportunity for marketers to include QR code technologies in their campaigns. We selected 6 case studies that will inspire you to integrate them in your future campaigns.

Merries Babysitter- Add value to your product transforming QR codes in usefool tools

In their campaign, Merries -a Kao Corporation brand of baby diapers- used QR codes to build higher levels of brand loyalty without having to reduce its price.

They created a useful and extremely popular tool,  available through a simple QR code on Merries’ packs.  Named Merries Babysitter, this tool recreated the sound in a mother’s womb, which is proven to comfort crying babies.

With the user experience in mind, they created  a simple, straightforward mobile app .

The QR code took parents to the company’s campaign site where they could easily download the soothing sounds to their mobile devices and play them whenever and wherever they want.

The mobile channel helped transform Merries’ soothing baby sounds into a true, valued utility for the users, alowing the company to reach the target audience in a more intimate, personal and ongoing way. The campaign was a great succes, with 50,000 app downloads, gaining high consumer awareness via word-of-mouth from parents, without relying on a big media budget.

https://vimeo.com/107345959

“We Are Original” - letting users create and share original content through QR codes

When Levi’s launched its global ad campaign, “We Are Original” in China, the agency knew it had to persuade Chinese millennials to feel the power of being original for themselves.

Instead of telling Chinese consumers what it meant to be “original,” the team handed over the reins of ad creation and inspired younger demos to create their own version of the “We Are Original” campaign.

From models to copy, and even theme music, the brand’s ads became authentic expressions of individuals’ originality.  Levi’s invited China’s youth to star in their own Levi’s poster, striking a pose to show their originality. By scanning a QR code on their mobile phones, users could create images and share them socially with their own messages

Coming from millennials themselves, the ad campaign carried a much more trusted and impactful message.

The wave of originality spread faster through peer groups than a regular campaign. In just two weeks, over 2.6 million Levi’s ads were created by millennials. The initiative had 2.9 million  likes, forwards, comments and shares.

https://www.youtube.com/watch?v=FxIcxMt7Eic

Back to Vinyl — The Office Turntable- using QR codes to stand out - new ways to promote new products

Kontor, the world’s biggest dance-music label, wanted to promote the new Boris Dlugosch release to the advertising industry. To reach out to brands through their ad agencies, Kontor Records GmbH decided to impress creative directors by sending out vinyl discs, along with the world’s first “office turntable” to play them on.

The turntable was made out of an envelope that had a QR code printed on it. The users simply had to flip the envelope over and activate the QR code with a smartphone. After putting the vinyl disc on the turntable, they just placed the phone over the disc to play it. Each disc could play multiple songs and linked back to the Kontor site.

As a result, the mailing offered the recipients a simultaneous analog and digital experience. Out of 900 mailings, 71 percent of them were activated.

https://vimeo.com/83357879

Ford Racing Mobile Integration- using QR codes as tickets for a ”virtual pit pass”

Ford Racing wanted to grow and strengthen its fan base by building an affiliation between race fans and Ford.  The brand developed a mobile site to give them access  to live videos of the race, real-time updates, and leader board information on race day and access to news reports, updates, and exclusive behind-the-scenes information on non-race days.

The Ford Racing mobile website also provided fans with photos, videos, downloadable wallpapers, events and schedules, and interactive polls.

To drive traffic to the event and create viral content, the team created a personalized autographed photo of 2012 Daytona 500 winner and Ford driver Trevor Bayne. The autograph offer was promoted on-site at the track with printed driver “Hero Cards” featuring QR codes and SMS click-to-actions.

The campaign generated 505,000 exposures to Ford Racing content across the mobile site and the mobile traffic on the official website of the race increased from 7 percent to 27 percent.

https://vimeo.com/83357565

Free the Forced- giving QR codes the power to unlock padlocks

The United Nations Association of Germany campaign highlighted a taboo topic in a spot where most people take their freedom of choice for granted: the Hohenzollern Bridge.

The bridge is known for the love padlocks that people put on its fence to symbolize their love. To break the silence and raise awareness of forced/arranged marriages, 3,500 custom-made blue padlocks were affixed to the Hohenzollern Bridge, spelling out the words “Free the Forced.”

On each of the locks, a QR code was available for passersby to scan with their mobile and make a donation via Paypal. Donators then received a number code to unlock the padlock and symbolically free a future, unwilling, and indebted woman from a life of matrimonial slavery.

In just three days, approximately 470,000 people visited the Hohenzollern Bridge and unlocked nearly all of the blue padlocks. More than 570,000 unique visitors talked about “Free the Forced” and shared their pictures of the bridge on social media.

https://vimeo.com/83357606

Hennessy Kaws Mobile Campaign- custom-branded QR code for enabling creative new brand experiences

For promoting a new limited-edition bottle designed by contemporary artist Kaws, Global cognac brand Hennessy created a digital/social/mobile (DSM) campaign that wanted to integrate the brand’s and the artist’s fan bases, promoting the specially labeled V.S. bottle to a mobile audience.

A custom-branded QR code was developed using Kaws-inspired colors and an image of the actual Hennessy bottle. The QR code was printed on each limited-edition bottle and on all press materials. A Kaws-branded mobile website was also developed as the back end of the QR code. The website prompted visitors to watch the videos about the story of how the Hennessy Kaws partnership unfolded. Also,they could download the label as wallpaper for their mobile phones, access cocktail recipes, and use an interactive map to locate stores that carried the limited-edition bottle.

Branding the bottles with a QR code enabled the experience to be new to users throughout the campaign. Over the course of six months, the custom-branded QR code obtained 1.3 million scans, a mobile industry record.

In the beginning of September, LinkedIn debuted its own Audience Network, making it look even more like Facebook. While LinkedIn Sponsored Content has always let you reach a professional audience in the news feed, the new product enables advertisers to reach LinkedIn members on apps and websites that aren't operated by the business-networking site.

The company first introduced a version of their Audience Network back in 2008. But this new iteration has something extra, in the form of LinkedIn’s partnership with Microsoft.

Through Microsoft’s expanded network, LinkedIn will have broader reach than previous, which will give advertisers more ways to re-target users off-platform. And the benefits of that could be significant.

LinkedIn declared that more than 6,000 advertisers have participated in their Audience Network beta program, adding that they saw an increase in unique impressions ranging between 3% and 13%, and up to an 80% increase in unique clicks. After using the program, one of the participants- financial services and insurance provider Hiscox – declared that their campaign exceeded the benchmarks for the financial services industry by nearly 400%.

Reach more professionals

The network can help you to target the right audience, expand your marketing footprint, deliver on budgets, and effectively measure the ROI of your sponsored content campaigns.

The unique dataset of LinkedIn Audience Network gives you the possibility to reach people with a certain job title, that are working for a certain company or decision-makers in specific sectors. Compared with other networks like Google or Facebook, LinkedIn has the advantages of reaching professionals. And because LinkedIn acts as a digital resume, its users are better incentivized to keep their details up to date, which means more accurate targeting.

In addition, because Audience Network campaigns only serve to LinkedIn members, you can be sure that your ads are clicked by real people.

Brand Safety & Quality Initiatives

LinkedIn and their ad exchange partners took several steps to ensure that your content appears on brand-safe placements within the Audience Network.

For promoting brand safety and quality, the company reviews partner publishers to ensure they meet their advertising guidelines. LinkedIn monitors its network for bot traffic in order to detect fraudulent activity and cut any offending publishers. Also, you can block your ads from serving on all publishers within specific IAB categories, and you can block your ads from serving on specific mobile apps and desktop domains where you do not want your content to appear.

According to an article published by LinkedIn, the Audience Network exchange partners also promote brand safety and quality through by maintaining their own publisher block lists to ensure a higher quality standard for native ad inventory.

Using LinkedIn Audience Network for your campaign

After you create a Sponsored Content campaign, you need to go in your campaign’s targeting page, where LinkedIn Audience Network is enabled by default. If you want to disable the feature, just unclick checkbox next to ”Enable delivery on the LinkedIn Audience Network”.

The next step is to control your brand presence. LinkedIn automatically excludes low-quality publishers from the Audience Network and blocks any publishers that do not conform to our ad guidelines. For additional control, you can upload a block list- CSV or TXT file- to prevent your ads from serving on specific publishers or entire IAB categories of apps and websites.

Regarding your block list, you can upload a list containing up to 20,000 website domains, iTunes App Store URLs, or Android play Store URLs you want to block. It is important to mention that it may take up to 48 hours for LinkedIn system to process your list and apply it to your campaign.

Once uploaded, your block list will be available to apply to other campaigns. You can find and select previously uploaded lists by typing the list name in the exclude text box on the Audience page and selecting it from the dropdown.

For ads performance reporting, you can export and download a CSV file from Campaign Manager that provides all of the campaign details and the following metrics: impressions, clicks, Click Through Rate, Average CPC, Average CPM and Total Spent. You can export reports that display your campaign performance by channel: in the LinkedIn newsfeed, on the LinkedIn Audience Network, or combined.

According to an article published on LinkedIn Help section, your content could look slightly different depending on the ad size on the site where it will be displayed. Your image may be cropped and your text may be truncated depending on the ad specs for each individual site.

Augmented reality is a personalized and compelling manner of delivering brand message and experience by enhancing its reality with digital content.

AR provides more freedom for the user, and more possibilities for marketers because it does not need to be a head-mounted display. This new interactive media channel is available only to consumers who actively choose to access it, meaning there is an automatic form of engagement right from the very beginning.

There are 3 ways in which users can experience Augmented Reality:

-          By using AR 3D viewers-  to allow users to place life-size 3D models in your environment with or without the use of trackers.

-          By using AR browsers- to enrich your camera display with contextual information. For example, you can point your smartphone at a painting to display information about its artist.

-          By using Augmented Reality gaming- to create immersive gaming experiences that utilize your actual surroundings. A perfect example is Pokémon Go- the AR game that allows users to catch virtual Pokémon who are hidden throughout a map of the real world.

Augmented reality is more than a tool to help you tell stories. AR can help you create the world where your clients can actually take part in the story. We present you 3 advertising campaigns that created amazing user experiences by using Augmented Reality technologies:

Legion AR campaign- a window into the protagonist's psyche

For promoting its latest mutant themed show "Legion", FX Networks & Marvel combined powers for creating a nationwide Augmented Reality campaign." 5 AR murals were placed in New York, Chicago, LA & San Francisco. The three-day exhibit challenged audiences and brought the power of the Legion to life with art installations inspired by the series’ themes.

The public could experience the powerful secrets hidden in the depths of the protagonist’s mind through the perspective of augmented reality including: forced perspective art piece by Michael Murphy, found materials installation by Clemens Behr, light and shadow installation by Kumi Yamashita, Legion Key Art Mural by David Flores and multimedia installation inspired by the series.

https://www.youtube.com/watch?v=nwhuMk_gcB0

A Very Augmented Reality Christmas

The Covent Garden AR campaign represents the largest showcase of augmented reality technology ever attempted in one location, with 140 stores and restaurants implicated. The campaign offered to the clients a lot of magical AR experiences. It was created an interactive map of Covent Garden that once clicked, could unlock all of the exclusive events and rewards happening during the festive season.  Swing tags were placed on select items in-store in order to unlock ‘gift picks’, amazing offers and tips from top fashion editors of Cosmopolitan, Esquire and ELLE. Also, AR 3D stickers were placed on restaurant and shop windows to reveal special offers and more. It was created a digital hunt to find the eight hidden reindeer that allowed users to enter a daily draw and win a daily prize. And, of course, the campaign had an augmented reality Christmas tree and Santa experience that showcased the exciting technology. From the user’s magical experiences, we mention the possibility to watch the largest digital reindeer ever prance around the Piazza.

https://www.youtube.com/watch?v=AmTXRKN6TeY

Augmented Reality Dinosaurs at Singapore Zoo

Singapore Zoo is one of the must-see attractions for visitors to the island-city, and prides itself in being the “Best Rainforest Zoo in the World”. Research showed that a large percentage of zoo visitors were already using their phones to complement their visit. Therefore, to leverage this mobile-led behaviour and create a unique, unforgettable and shareable experience Singapore Zoo introduced augmented reality.

Through an immersive Augmented Reality experience, visitors were prompted to explore and learn about the dinos, engage with educational content through quizzes and games and take selfies with the 3D dinosaurs. To encourage others to visit the zoo there were created selfie frames with dinosaurs that could be shared with friends and family via social media platforms.

The AR experience provided entertaining and educational content ranging from fun facts about the dinosaurs to interactive games and quizzes.

The Singapore Zoo VR campaign has seen unprecedented levels of interaction and engagement from visitors to the exhibit. All the visitors that scanned signage along the discovery trail scanned it 9 times each on average and spent an average of 4 minutes 12 seconds within the AR experience.