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. Smart mirrors shake up shopping
    Brand ambition: seamless shopping experience

    H&M trialled a smart mirror in its New York flagship store that suggests outfits for customers. Developed by Microsoft and Swedish digital agencies Visual Art and Ombori, the smart mirror combines voice and facial recognition. Customers can use voice commands to take selfies that are virtually integrated with the H&M catalogue, and the mirror provides customers with outfit suggestions that can be ordered directly from the online shop using a QR code. Similarly, Mastercard has developed a smart mirror technology that allows customers to pay for purchases in the comfort and privacy of the changing room. The smart mirror recognises items brought into the change room and creates a virtual shopping basket. It also changes lighting and language, views/requests size and colour variations, seeks out further recommended items, and requests garments to be brought directly to the fitting room. High tech, high fashion: Smart mirror shakes up shopping

  • 2. Augmented reality: Eliminating buyer’s remorse
    Brand ambition: Try before you buy online

    We've all been there: you buy something online only for it to arrive and it didn't look the way you thought it did. Augmented reality (AR) is combating this, by allowing online purchasers to try before they buy. Facebook is offering AR ads in the Facebook news feed, means people can experiment with a brand’s AR camera effects from an ad. For example, users can try on a lipstick shade before making a purchase. Michael Kors is the first brand to test AR ads in news feed, enabling people to try on a pair of sunglasses and make a purchase based on their experience, with Sephora also getting in on the action. Facebook launches AR advertising

  • 3. 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. A virtual look at AdiVerse

  • 4. NFC technology: Interaction
    Brand ambition: To drive consumer engagement

    Lego has been thinking outside the retail box with the release of its LEGO Dimensions - where children can interact using NFC-enabled pieces of its bricks via a videogame. Kids place the minifigures, figures and 3-in-1 buildable vehicles on the LEGO Toy Pad and watch as they come to life in the game. Kids can team them up and use their abilities to solve puzzles, battle enemies, and defeat the evil Lord Vortech. LEGO uses NFC to engage children in online videogame

  • 5. Wearable technology: Powering recreation with wearable technology
    Brand ambition: New levels of personalisation

    Princess Cruises' global wearable technology program is finally in Australia and is equipping passengers onboard the Golden Princess with ‘Ocean Medallion’ devices as of November. The wearable device is powered by an interactive technology platform within the One Cruise Experience Access Network (OCEAN). It enables a new level of personalisation and delivers an enhanced guest experience. The Ocean Medallion will also unlock a guest’s stateroom door, replacing key cards. Golden Princess (November 2018), Crown Princess (November 2018) and Ruby Princess (January 2019) are the latest three ships to feature the ocean medallion. The technology requires no ‘on-off’ switch, no charging, no menu to navigate, and can be worn as a pendant, on a wristband, in a clip or placed in a pocket. Princess Cruises unveils wearable devices to Australia

  • 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. Heineken Ignite 2.0 interactive beer bottle set for 2014 debut

  • 7. Facial recognition: NAB and Microsoft creating better customer experiences

    NAB and Microsoft have designed an automatic teller machine (ATM) using cloud and artificial intelligence (AI) technology for facial recognition. Currently in proof of concept phase, the cloud-based application, developed using Azure Cognitive Services, has been designed to improve the customer experience by removing the need for physical cards or devices to access cash from ATMs. Customers who opt into the service would be able to withdraw cash from an ATM using facial recognition and a PIN. The concept has been designed purely to test the customer experience of using such technology. The ATM system, using Azure Cognitive Services, does not store images, only the biometric data, and the data is held securely on Microsoft’s trusted cloud platform to be erased following the experiment. The information will be used only for the purpose of authenticating the customer and for no other purpose. Participants in the concept will not have any of their banking information connected to the system. The concept was developed in approximately two months by a small team from NAB’s in-house innovation lab, NAB Labs, and technology division. Facial recognition at ATMs to improve the customer experience, says NAB

  • Credit: dreamstime
    8. Geo-targeting: Delivering different content to a website user based on his or her geographic location.

    Geo-targeting is an increasingly popular area for marketers, providing a host of new ways to engage with consumers by delivering relevant, real-time content to them when they visit a specific location. It has grown out of geo-fencing, a technology that defines a virtual fence around a real-world geographical area. It combines awareness of the user's current location with the user's proximity to locations that may be of interest. A radius of interest is established which can trigger an action in a geo-enabled phone or other portable electronic devices. The has a geotargeting strategy, with the ability to showcase certain products, homepages and designers in relation to specific markets, and by reacting to climate and particular market-relevant holidays and events, such as a dedicated Spring Racing edit for Australian customers. How The Outnet is personalising its brand strategy

  • 9. 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. How to command conversation: 3 social media command centres

  • 10. 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, New Look, which launched PrimeSense 3D body scanning technology back in 2011 to help consumers find the right pair of jeans. Target offers 3D body scanner to measure customers

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