10 examples of cutting-edge marketing tech

CMO takes a look at 10 real-life examples of brands utilising new technologies such as augmented reality, NFC, facial recognition, 3D scanning and more to breathe new life into their campaigns

  • CMO takes a look at 10 real-life examples of brands utilising new technologies such as augmented reality, NFC, facial recognition, 3D scanning and more to breathe new life into their campaigns
  • 1. NFC technology : Driving billboard interaction
    Brand ambition: To drive consumer engagement for Google Billboard

    QR codes have been in use by marketers for some time, but Google’s new billboard advertising approach takes this a step further by combining these smartphone barcodes with wireless near-field communications (NFC) technology in order to encourage consumers to engage with digital billboards. The campaign was rolled out in Sydney, Melbourne and Brisbane airports and allowed consumers to select and interact with content from digital billboards, then pay to download it directly onto their Android smartphones using free airport Wi-Fi services. For instance, a consumer might see a book they are interested in reading on a Google Play billboard advertisement and use a QR code or NFC to directly download it onto their device. The campaign was produced by oOh! Media. [[artnid:503533|NFC and QR drive consumer engagement for Google billboard|new]]

  • 2. Augmented reality: Eliminating buyer’s remorse
    Brand ambition: IKEA aims to eliminate buyer’s remorse with augmented reality app

    We’ve all been overwhelmed by the array of furniture available in Ikea stores, and wished we had an interior designer close by to help us make the right choice. Ikea has recognised and address this issue by launching an augmented reality app that allows customers to visualise 3D versions of its furniture in their homes. Using the app, consumers can virtual plan that couch, table of chair in a room. They flip through the print catalogue and when they come across a ‘plus’ symbol on the page, hover their phone or tablet until a screen pops up to scan the images on the page. When they find a piece they want to test out, they place the physical catalogue in the spot at home, and their device camera uses the book to gauge the correct scale for the products shown on the screen. [[xref:|So smart: new Ikea app places virtual furniture in your home|new]]

  • 3. Geo-fencing: Knowing your fans on tour
    Brand ambition: To enhance the Matchbox Twenty live concert goer experience digitally

    Geo-fencing is a burgeoning area for marketers, providing a host of new ways to engage with consumers by delivering relevant, real-time content to them in a specific location. US band, Matchbox Twenty, claims to be one of the first artists to employ geo-fencing as part of a massive digital campaign, using the technology to talk to fans as they come in and out of a venue, welcome them to the show, and share hashtags. The technology has been developed by Mobile Roadie and integrates with augmented reality, social aggregation and geo-fencing messages. It relies on the band’s free mobile app for iOS and Android devices. The technology at present can only sense whether a device is in the venue, but the band’s team is planning to improve this in its next iteration to help people locate their seats or flash a discount if it senses a person is at a merchandise table. [[xref:|Behind Matchbox Twenty’s Techy Tour|new]]

  • 4. Facebook hangers: Letting Facebook dictate fashion
    Brand ambition: To integrate physical and digital communities in the retail experience

    Social networking has transformed the way we stay in touch with our friends, and it’s also changed the way we seek approval and boost our self-esteem. Brazilian fashion retailer, C&A, has tapped into this group thinking with its ‘Fashionlike’ marketing campaign, which taps into the number of Facebook ‘likes’ items of physical clothing in the store have received digitally to help buyers choose something their community will approve of. Whenever someone ‘likes’ a clothing item online at C&A’s site, the thumbs-up is tallied on a screen embedded in clothes hangers on the store’s physical racks. [[xref:|High tech, high fashion: Clothes hangers show real-time Facebook likes|new]]

  • 5. Virtual footwear: The virtual AdiVerse
    Brand ambition: To make the shoe retail experience more interactive using virtual potential

    Shopping in a store is traditionally embedded in the physical experience, but Adidas has found a way to combine in-store with the digital realm. The brand’s adiVerse virtual footwear wall is an extension of a real product display where shoes would be physically displayed on a shelf, but does this virtually. Using Intel computing power, touchscreen technology and 3D rendering, shoppers can select products from the virtual shelf, look into the product from any angle, rotate, zoom, as well as access further product, technology information and related content. Built-in anonymous video analytics provides recommendations to consumers, as well as metrics on shopper trends, demographics and shopping patterns, which then enables Adidas to provide a personalised experience and relevant value-add services to shoppers. Consumers can also buy the product using tablet-based checkouts. [[xref:|A virtual look at AdiVerse|new]]

  • 6. Interactive beer: Heineken’s world-first interactive beer bottle
    Brand ambition: Inspiring consumers with a new level of interaction with Heinekin beer

    It’s still in the conception phase, but Heineken’s interactive beer bottle has gained significant coverage already for its potential of bringing a new style of interaction to your boozy night out. The Heineken Ignite concept equips beer bottles with LEDs and motion sensors to create an interactive beer bottle that lights up during various portions of your night out. It will activate for example when you’re cheering with someone else or pulse why you take a drink. The lED also react to surrounding and can synchronise to music. [[xref:|Heineken Ignite 2.0 interactive beer bottle set for 2014 debut|new]]

  • 7. Social command: Changing the social rules of the NRL game
    Brand ambition: To gain a new level of social community engagement during State of Origin 2013

    The State of Origin is the biggest sporting series in Australia and generates lots of social conversation as a result. Game custodian, the NRL, decided to capture and engage with this information in a real-time way by launching a pop-up social media command centre to both drive and interact with social conversation during all three games of the series. Partnering with agency VML, NRL deployed a ‘Mission Control’ centre staffed by digital strategists, creative teams, game authorities and community manager to view and analyse social data in real-time, and produce relevant content and commentary to feed back into the social community. The success of the initiative has given the NRL a new sponsorship revenue stream and much bigger audience reach. [[artnid:523267|How to command conversation: 3 social media command centres|new]]

  • 8. 3D body scanning: Finding the right fit
    Brand ambition: Helping consumers to make better choices in-store

    Trying to find the right clothes to fit is a painful process for most women, so the rise of 3D body scanning within fashion retail stores could be welcome news. Australian retailer, Target, is one of a host of retailers trialling 3D body scanning technology, and invested $1 million to measure the dimensions of 20,000 men and women last year. Participating consumers received their exact measurements, providing a helpful way of buying their clothes in future, but the ultimate aim was to help Target update and improve its product designs to better suit its customers. Other retailers globally include UK fashion chain, [[xref:|New Look, which launched PrimeSense 3D body scanning technology back in 2011|new]] to help consumers find the right pair of jeans. [[xref:|Target offers 3D body scanner to measure customers|new]]

  • 9. Facial recognition: Simplifying mobile payments
    Brand ambition: Making the Paypal mobile retail experience quick and easy to use

    Facial recognition deployment is more often associated with crimewatch and airport security, but a high street trial has started in the UK using a payment system that recognises customers by their first name and picture via a mobile phone app. The app for iOS, Android and Windows phones highlights shops and restaurants that accept PayPal before the customer checks in by clicking on the required retailer and sliding an animated pin down on their screen. This action brings up the customer’s name and photo on the shop’s payment system. The retailer charges them by clicking on their image. The customer then receives an alert on their phone to let them know what they were charged, as well as an email receipt. [[xref:|Paypal face recognition app|new]]

  • 10. Wearable technology: Charging by the gaze using Google Glasses
    Brand ambition: To be determined

    Our last choice is yet to officially materialise, but it does open up a raft of new possibility around how advertisements on and offline are perceived, as well as how brands determined what consumers are actually seeing. A newly discovered Google patent for ‘pay-per-gaze’ would use eye tracking to determine what the user is looking at, then charge companies when users look at advertisements, including online banner ads and offline billboards. The technology could go even further by determining how long users have looked directly on an ad, and even measure emotional response. Google Glass doesn’t currently offer eye tracking, but should this become a reality, the whole marketing community could be looking at one major upheaval. [[artnid:524124|Don’t start selling until you see the whites of their eyes: Google patents ‘pay per gaze’ ads]]

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