In 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.
Video continues its victory lap in part two of our look at the top digital marketing trends of Summer 2016 on the Jim Blasingame show.
Here, Jim and I talk about how video plays a central role in a number of this summer's big trends, including the acceleration of influencer marketing and crowdsourced content.
The fact is, even with handy new video production tools, it still takes time and effort to create compelling content. So why not get your most avid fans and influencers to do it for you? Here's how a few leading brands are doing it well.
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.
We're digging #MetMIRAGE, a 360-degree immersive 3D projection mapping experience at Metropolis at Metrotown in Vancouver. It's the latest work from Adrian Scott and the team at Go2 Productions, which we've used for a couple of award-winning 3D projection experiences.
Scott tells me his team developed an entirely new system for MetMIRAGE that automates much of the installation, and allows for live monitoring just in case there's a need to troubleshoot anything. A camera also captures images of people at certain points in the experience, and an iPad at the end enables them to upload the photo to their social platforms.
Check it out if you happen to be in Vancouver before the end of August. In the meantime, get the inside scoop on the LoopNet, Seagate and other cool 3D projection experiences below:
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.
The news from Cannes today found campaigns winning big for being particularly offbeat—risky even—with considerable success.
First was word that REI won the Promo & Activation Grand Prix for the "ultimate 'anti-promotion.'" That would be the whole #OptOutside campaign from last November, which involved shutting the store during Black Friday, the busiest shopping day of the year.
And the Swedish Tourism Board won the Direct Marketing Grand Prix for 'The Swedish Number,'" which gave prospective tourists the ability to dial a special number to play a kind of chat roulette with a random Swede in order to get the 411 on reasons to visit (see YouTube video above).
According to early reports from Skift, these randomized ambassadors signed up for the chance to talk about everything from the Northern Lights and IKEA, to ABBA and H&M, with total strangers.
According to Ad Age, REI isn't saying how successful the #OptOut initiative was, though sales for the full year were up nearly 10%.
It's a little harder to figure out why the Tourism effort won in the Direct category—it's unclear what made it a direct marketing effort—let alone how much new tourism it inspired.
It'd be hard to quantify that anyway. But in its first day or so, we do know the campaign generated 2,300 calls, mostly from Turkey (68% of the calls, in fact), the US (20%), UK (6%) Germany (2%) and Austria (2%).
And let's face it, it is a great example of an On-Demand Brand. Hell, it made us want to call a random Swede.