Get inspired by these latest innovations in the marketing and advertising industry:
Ever found a really interesting article, clicked to read it only to be blocked by a pay wall? Annoying to say the least. This is something that Sharewall aims to solve through social media by getting readers to unlock premium content on a share-one-read-one basis.
Using social media as a currency, users are able to read all the content they like, but in return they have to share an article from the same publisher on their social networks for each one they read. The readers benefit from free content while publishers get increased traffic, higher click rates and ultimately greater ad revenue and reach.
The creators promise to deliver up to 32 percent increase in traffic, while website owners can also see statistics about which of their articles are popular, who’s sharing it and who’s interacting with it.
The platform is easily integrated into any site, remaining fully mobile responsive for the increasing number of content consumers who read articles on their smartphone.
2. Like Ad
With the future of print being overshadowed with the surge of digital content, Brazilian department store C&A has teamed up with ad agency DM9DDB to produce Like Ad. Readers can ‘like’ products in a magazine by pressing a button in the print publication which then links up to their Facebook account.
Using technology from Microsoft and telecoms company TIM Brasil, each magazine is embedded with a chip that is linked to the individual recipient’s Facebook account.
The ad featured two different outfits, each with a ‘like’ button next to it, and asked readers which one they preferred. When the reader pressed a button, an LED lit up to indicate their vote had been made. The button triggered an automatic post on the reader’s Facebook feed showing their friends which fashion they picked. At the same time, the vote was also sent to the C&A store at where the number of Facebook likes were displayed in real time.
This digital twist on a traditional print publication shows that the two can be integrated and benefit the other.
The mayonnaise brand Hellmann’s has launched WhatsCook in Brazil, a campaign that provides instant recipes and cooking advice from professional chefs via the popular WhatsApp messaging service.
Amateur cooks simply enter their phone number into the campaign website and arrange a time to chat with a professional chef about a meal they need help with, as long as it involves mayonnaise!
As well as real-time chat, the service takes advantage of WhatsApp’s photo and video capabilities. Users can show chefs what’s in their fridge, and chefs can take video to demonstrate a particular technique.
This is proving to be a clever partnership by utilising WhatApp’s 500 million monthly active users, whilst offering an alternative to cook books and connecting directly to customers.
4. Refresh cap
Struggling to drink the recommended 8 glasses of water a day? The Vittel Refresh Cap, created by Ogilvy Paris aims to encourage more people to drink more water with a timer mechanic on the bottle lid which counts down each hour and pops up a small red flag when it’s time to drink more water.
The timer resets each time the cap is twisted back onto the bottle. As well as ensuring consumers remain hydrated throughout the day, the campaign also encourages customers to drink more water. Vittel trialled the project in France and has seen positive results- how refreshing!
Advertising companies may now be able to work out the emotions an advert can stir even before you take to social media with your opinions.
Using the Virool video ad elQ platform, advertisers can monitor an audiences’ reaction in real time and measure the success of videos with quantative data.
When a viewer comes across an elQ advert while browsing the web, a popup will ask permission to access their computer’s camera. If permission is denied a regular advert will play, but if granted, Virool’s software will then monitor the viewer’s reaction to the advert using RealEyes emotional response technology.
The platform tracks 10,000 points on the face at a rate of 10 frames per second and transmits the data to elQ’s cloud based recognition engine. This engine has been designed to identify emotions in real time, including happiness, sadness, surprise and engagement. The software also tracks eye movements and heart rate to measure the viewer’s level of interest and excitement.
Advertisers know that emotionally stimulating content is more likely to engage their audience, hopefully leading to greater social interaction with the brand and higher sales.
Which innovation do you think has the most potential?