Coke's - pedal your way to a discount & fitness activation.

The more you pedal the higher the discount. Coca-Cola Chile wants you to burn off a few calories. And then, presumably, cool down with a refreshing Coca-Cola. 

I liked the engagement idea, but somehow did not find the idea connecting with a the brand and felt it to be too much of a force fit.

Also trying to access if it was custom created for awards or was done on scale.

 

Brand Stores on AaramShop - here is why.

Now add "Shoppability" to "Reachability".

FMCG & CPG brands reach out to consumers using every media option available - both offline and online. However, what has often been missing is the possibility of translating brand awareness into action - that too real-time.

AaramShop's plug-ins now enable consumers to add the brand they want directly into their shopping list - commerce happens across touch-points and across devices.

Talk to us to understand how we enable EveryWhere Commerce.

A New Era For Experiential Marketing

Experiential marketing has been around since the days of the traveling salesman. But with a strong assist from technology, it now it is re-emerging as the backbone of many branding plans.

Came across this wonderful article on CMO and felt it was worth sharing. 

The article captures the key changes and the fact that the empowered consumer has made experiential marketing a necessity in some areas, such as retail and electronics, where showrooming is turning products into commodities. 

And with the rise of online and mobile shopping empowering consumers to commoditize products, a tactile experience becomes a good way to set one product aside from another.

Read the full article here on CMO

Related articles

• Participation Marketing
• Digital.Experience - what's it all about? [Richard Carman]
• Marketers' Approach to Mobile is (Still) Flawed
• 14 Retail Executives Share Technology Predictions For 2013

Dove Ad Makeover.

From superficial makeover to mental makeover. Great consumer powered campaign. 

The idea of 'displacing negative ads' with ones designed to make women feel good about themselves, came to life by harnessing the Facebook Marketplace API. Rather than following traditional methods of the brand deciding on what the user should see we put the power of displacing negative advertising directly in the hands of women.

Saving Abandoned Brand Mobile Apps.

There’s a graveyard of brand apps that were a little more than a flash in the pan in terms of repeat usage from consumers. And the reason for this is simple. The majority of brand apps serve little or no utility at all to users.

The key, unsurprisingly, is making apps that are based more on long-term utility rather than campaign one-offs. The tradeoff is that true brand platforms require a mix of departments while most brand apps originate from marketing departments and are geared to specific campaigns.

“Utility apps have broken the path for the app world,” said Yvonne Caravia, chief experience officer for Mobients, a mobile design and strategy agency. “People who are on the go want to get stuff done quickly, and having a branded app that provides some sort of utility is a good way to get them coming back over and over again.

A study by Localytics found that just one in four mobile apps are never used again after being downloaded. The same study also found that 26 percent of apps aren’t used more than once.

Read more here

Related articles

• Preparing Your Brand For SoLoMo Success.
• Are Your CPG Brands Maximizing the Return on Your Digital Investment?
• Multichannel Campaigns Increase Reach, Branding Potential
• Social And Mobile Come To The Forefront Of Customer Experience Management

Google unifies mobile, desktop Web experience with Chrome for Android

The newly introduced Chrome for Android mobile browser will enable Google to differentiate Android from iOS and could open up new marketing opportunities for brands. 

Chrome for Android, which Google introduced earlier this week, enables users to take a personalized Web browsing experience with them as they move from desktop to mobile and back again. The browser aims to simplify mobile Web use, therefore potentially encouraging users to spend more time on the mobile Web. 

Chrome for Android could open up new marketing opportunities for brands by enabling a more seamless cross-screen experience for users. 

While the experience between the desktop and mobile devices is currently disparate, with Chrome for Android, users can have a single experience. 

Read more here:

Related articles

• 2011 Was the Year of the Mobile Consumer, What's in Store for 2012? Value.
• Mobile App Usage
• How Flash Will Survive Beyond Mobile
• Don't Cut Corners When Creating for Mobile, It's a Different Medium
• Mobile Advertising Matures

AR - Skoda Fabia Rally Driving - experience !!

Here is another good example of AR being used for an extremely experiential product - a car. Skoda Fabia has used Augmented Reality on this promotion are able to diliver much more than merely awareness. Think about what you (as a consumer) are getting beyond merely visiting a website or seeing and add. 

Rather than waiting for foot falls in their showrooms, Skoda has been able to take the fun of a test drive into the houses of it's potential customers and to get them to experience the thrill of driving (almost) without ever leaving their house. 

Trends in IT & Tech for 2010

2010 Tech And It Predictions Trendsspotting

View more presentations from Taly Weiss.

The last mile just got longer! Contd..1

1. Consumers no longer believe commercial messages. End of story.

The promises made by commercial messages are tough to digest and while they might increase recall, the consumer takes the core messages with more than a pinch of salt. Consumers need to believe in the product’s virtues to become passionate enough to demand it by name and then defend the choice over others in the category.

There has to be a two-way conversation. It must be a longish conversation – not just 30 seconds – that not only informs but also resolves a consumer’s concerns. It is a conversation that facilitates a pre-purchase hands-on evaluation, a conversation that furthers the consumer’s belief that the brand fits his lifestyle or that his lifestyle matches the brand. The fact is each customer wants a personalised experience regardless of their value to you.

Go to 2. A consumer’s source of information, research, evaluation and influence are not led by an organisation or brand.

Or go to the main post.