Top Digital Marketing Trends of Summer 2016 (Concl): Marketing & the Internet of Things

Iot_internet_of_things_marketingIn the conclusion of our Summer 2016 digital marketing wrap-up on the Jim Blasingame Show, Jim and I talk marketing and the IoT.

You know we're entering new territory when Amazon is rolling out a Dash button for Mentos.

Jim's show focuses on startups and SMBs, so the discussion speaks to trends through that lens.

As things turned out, Jim and I got so engrossed in our conversation, we never got a chance to talk about what is probably the #1 buzz-generating digital marketing news story of the summer: Pokémon GO.

In the end, we decided to save that for another show, and perhaps that's for the better.

Even as word spreads that the game may not have as much GO in it as some thought (and with even Target appropriating its most conspicuous icon these days) the game's larger lessons for marketing in the age of augmented reality may be better absorbed with a little more distance from Pikachu's big moment.

Besides, we don't want it to completely overshadow some of the other major trends from the summer that was. 

CLICK HERE TO LISTEN: Top Digital Marketing Trends of Summer 2016 (Conclusion)

(Approx. 4-min, 19-sec)

PLUS—don't miss the rest of this series:

Top Digital Marketing Trends of Summer 2016 (Pt 2) >>

Top Digital Marketing Trends of Summer 2016 (Pt 1) >>

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Top Digital Marketing Trends of Summer 2016 (Pt 1): Video Reins Victorious

Video_1Forget the Olympics.

In the world of digital marketing, video won more than its share of gold and glory this summer—as did brands that used it well.

In this special end-of-the-season wrap up on the Jim Blasingame Show, we take a look at some of the biggest trends in digital marketing for Summer 2016.

Online video factors in a number of them. Indeed, whether it was down, dirty and (increasingly) live, or a full-blow production, video continued its conquest of the web. Here's why.

CLICK HERE TO LISTEN: Top Digital Marketing Trends of Summer 2016 (Pt 1) >>

Approx 3-min 30-sec

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The IoT at Retail: A Look at the Store of the Future (Video)

A look at some of the ways retailers are using the IoT to supercharge the in-store experience. You can read a lot more about this topic in my books BRANDING UNBOUND and THE ON-DEMAND BRAND. Just saying.

Get the inside scoop, here.

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'Let's Be Evil' Trailer: Tech Gone Bad? (Video)

 

Another day, another dystopian vision for a future, this time from the POV of "Glassholes."

Get the inside scoop, here.

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Touching 'Justino' Wins Cyber Grand Prix (Video)

 

It's hard not to love this Cyber Grand Prix-winning initiative promoting "El Gordo," an annual holiday lottery in Spain.

While the rest of the industry obsessed over John Lewis' "Man on the Moon" last Christmas, "Justino" quietly went about its business—with a touching animated short about a night watchman at a mannequin factory who never gets to meet his day-timer co-workers. In an attempt to create a bond, he poses mannequins in fun scenarios as a way to greet them each morning. But when he sees news that the company had set up a lottery pool without him—and won—he's heartbroken. You have to see what happens next for yourself.

While brilliant even as just an online video, "Justino" took social sharing a leap further than most such promotions—even John Lewis' acclaimed holiday campaign.

According to Libris, the Spanish national lottery set up social media accounts specific to the #Justino campaign, with content optimized for each channel. In one, viewers could comment on their favorite scenes. In another, they could guess at key elements of the story line. In all, viewers were brought into the story even while becoming viral engines for it.

It was exactly this kind of finely crafted digital storytelling that inspired its Cannes win, according to reports in Ad Age.

Kudos to Leo Burnett Madrid and all involved for a job well done.

 

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Surprising Entry in 'New Directors" Showcase': An AI-Directed Film (Video)

 

"Is filmmaking a uniquely human skill? Can a film made by a machine move you?"

That's the question posed by the team behind Saatchi & Saatchi's "New Directors' Showcase" at Cannes.

The result: "Eclipse," which was conceived, directed and edited by Hollywood's future android overlords. To be clear: There's a lot of human talent at work here. And the video is a music video—which by the very nature of music carries emotive power.

But make no mistake: Tomorrow's blockbusters will no doubt depend on this kind of AI—for better or worse. Still, if this is any indication, there's hope it's more of the former. Or maybe it just signals better computer-human collaboration. If the AI will put up with us. See the YouTube video above, read more here, and don't miss this year's human-created "Showcase" entrants, here.

 

 

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From Wearables to Sniffables: This NIVEA App Detects Body Odor (Video)

 

Call it The Internet of Stinks: The new NIVEA NOSE app will tell you what those around you may desperately want to, but won't.

Just put your phone in the NIVEA NOSE protective case, stick your mobile phone in your armpit, and the app uses an algorithm to determine if your fresh—or fetid.

How? According to Creativity, it first benchmarks your normal smell, and then watches for deviations from that level.

Personally, I'm thinking a.) what if your "normal" smell is ferociously bad; b.) if you have to ask, the answer's probably yes, you stink, and c.) if you've got time to rub your phone in your pits, why not just rub on some NIVEA deodorant, instead?

Then again, maybe that's the point.

A nice branded effort either way.

Learn more here.

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Excedrin Uses VR to Show What a Migraine Feels Like (Video)

 

Yup, sounds about right. The idea here is to help those who don't get migraines to understand what those of us who do experience (minus the actual pain part).

Call it VRetched. Or maybe just Virtual Hell. By whatever name, it's an interesting way for the pain relief brand to use virtual reality to drive home the problem it aims to solve.

Now show me how fast Excedrin can make it all go away, and then you'll really have something.

Read more here.

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Domino's 'Zero Click' Ordering App (Video)

 

Domino's does it again—this time with an app that lets you order pizza without really having to do much of anything.

Just open the new "Zero Click" mobile app, and a 10-second countdown begins. Let it run out, and your pre-saved order is automatically on its way.

In my book THE ON-DEMAND BRAND, I look at how Domino's has put some serious dough behind being the default pizza choice for the digital generation.

Indeed, the Zero Click app is  just the latest from Domino's Anyware initiative, which uses its Easy Order platform to make it a breeze to order your favorite pie via Emoji on Twitter, text messaging, smart watchFord Sync in-car, and more

(Full disclosure: Then-Domino's CMO Russell Weiner wrote a glowing review of THE ON-DEMAND BRAND, featured in a cover blurb.)

Still, Zero breaks into some uncharted territory, at least for me. Now the hassle of ordering has reached a dangerously low threshold.

As the App Store page for the app puts it: "It's easy. Maybe too easy. You've been warned."

How is your brand using digital innovation to set itself apart?

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The Rise of Feature-Length VR/AR Movies: Q&A with Omelet's Steven Amato

Steven Amato Headshot Ready for full-length augmented reality and virtual reality movies?

In recent weeks I've been thinking a lot about what we are currently calling VR—namely branded entertainment intitiatives such MINI USA's ambitious cinematic shorts "Backwater" and "Real Memories," AT&T's "It Can Wait" and Target's "How on Hallow Hill."

As I point out in a recent conversation with Charlie Kraus of Limelight networks, there's just one problem: None of these are actually VR. They're 360-degree videos.

True VR is (or will be) far immersive because these videos, while incredibly cool, are missing one key element: interactivity.

I'm not talking visual navigation. I'm talking about the ability to pick up an object. Crouch low or jump high. The ability to move in relation to the virtual environment.

True VR is more like a first-person video game, whether the environment is photo/video-realistic or clearly fantastical, as with video games.

While this current wave of "VR" is an important step in that direction, it's critical that we don't lose sight of the "Holodeck"-like vision on which VR is based.

The evolution of VR will bring us 360-movies and eventually, truly interactive VR—or even better, AR or "mixed reality," that brings fictitious dramas to life within real world environments—for the ultimate movie-going experience.

Dawn of Awesomeness

As blockbuster movie fans (myself included) gear up for this week's 3D IMAX release of "Batman vs. Superman: Dawn of Justice," I found myself thinking about a conversation I had a while back with Steven Amato, co-founder of Omelet LA.

In this short clip (from a source interview for my book,  THE ON-DEMAND BRAND), I ask Amato about the future of feature-length mixed reality experiences, and what it could also mean for brands using VR/AR to develop branded content in a world where you might not just sit inside that MINI in "Backwater"—but actually drive it. And where you don't just watch Batman & Superman clash with each other and their villains—you join them.

CLICK HERE TO LISTEN: OMELET'S STEVEN AMATO ON THE FUTURE OF FEATURE-LENGTHY 'MIXED REALITY' MOVIES

(Approx: 1:50 sec)

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 OD_cover "... EXCELLENT ..."

 

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 

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