A Brand for social justice
In 2020, brands did something they’d never done before: They spoke up about race.
Marketing team developed a new app that uses eye-tracking technology
Pizza Hut has come to the rescue of its indecisive customers, and developed an app to predict which pizza they most desire.
The "Subconscious menu" can be downloaded to a customer's device and features 20 toppings and almost 5,000 different pizza combinations.
Customers simply watch their screens to see a selection of ingredients, while the app's algorithms select the customer's most desired pizza.
It does this with eye-tracking technology developed by leading eye control software vendor Tobii.
The technology tracks which ingredients the customer's eyes linger on for longer, and then an algorithm combines these ingredients and in less than three seconds selects the most appropriate pizza with these toppings.
Developed in six months by the marketing team, the pizza chain said it could be rolled out to UK branches if the pilots are successful.
So far it has had a 98 percent success rate.
Kathryn Austin, head of marketing at Pizza Hut UK, said: "We wanted to try a few ideas on the traditional menu format and we're delighted to have developed the world's first Subconscious Menu, a unique way to reinvent the dining experience".
Accenture and Phillips have created a mind-control app that monitors brain-wave activity to help those suffering from locked-in syndrome.
In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.
In 2020, brands did something they’d never done before: They spoke up about race.
‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.
In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.
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