Category: General Content

Pizza Hut Sponsors Yahoo’s Fantasy Sports Game In Super Bowl Push

Posted on by Lab Team

What Happened
As part of its multi-channel Super Bowl campaign, Pizza has launched a sponsored fantasy sports game on Yahoo Sports. Dubbed “Squares Pick’em,” the game lets football fans use Pizza Hut-themed grids to compete with friends and family and “score” the Super Bowl matchup. To promote this sponsored game, the pizza chain also bought display, email, and search ads on Yahoo.

What Brands Need To Do
This is the latest example of brands branching out into digital platforms with sponsored or branded content in order to stay engaged with consumers. The company has sponsored ESPN fantasy football for several years, but reportedly decided to branch out to Yahoo Sports to reach a bigger audience. The combined Yahoo Sports-NBC Sports Network had 58.7 million unique visitors in the US on desktop and mobile in December, according to comScore. Fantasy sports is a fast-growing area that more brands looking to capture sports fans should explore.

 

Source: AdExchange

Hutch Shows What Your Room Could Look Like With Furniture You Can Buy Directly

Posted on by Lab Team

What Happened
Hutch, a Los Angeles-based startup, is taking a mobile-native approach to disrupt the interior design and online furniture retail market. The Hutch app, available on both iOS and Android starting today, allows users to submit a picture of their living room or bedroom and receive virtual makeovers by swiping through a variety of decor themes, ranging from Boho to Urban Industrial. The company developed a technology can automatically recognize the scale of the room and populate it with furniture items that are available for purchase directly from the app. Users can also submit a photo and wait a day to receive a customized decor plan from human interior designers.

What Brands Need To Do
This new app provides yet another example of the ongoing shift in designing mobile user experience, where the camera becomes a prominent input source that enables virtual product sampling. This also facilitate new business models where free virtual sampling and consultations function as the gateway for customer acquisition. Another recent example in this regard is the Dressing Room app that Gap officially launched earlier this week after previewing it at this year’s CES. The AR-enabled app lets online shoppers generate a virtual 3D based on their own measurements and try on different outfits. If they like how certain items look on the virtual mannequin, they can purchase them directly from the app. These two examples should provide some inspiration to brands looking to update their digital user experience to be more intuitive and convenient for mobile users.

 

Source: TechCrunch

Kia To Launch Super Bowl Spot Via Messenger Chatbot

Posted on by Lab Team

What Happened
Kia announced Monday that it will release its Super Bowl spot via NiroBot, the Facebook Messenger chatbot that the Lab created in collaboration with Ansible, as the auto brand looks to bolster the technologically advanced image of its new Niro crossover. Starting this Wednesday, Messenger users will be able to ask NiroBot to play Kia’s Super Bowl spot for Niro crossover starring Melissa McCarthy ahead of the game day.

What Brands Need To Do
Designed as a customer engagement tool, the NiroBot packs some great customer service functions including a guided vehicle discovery, comprehensive technical knowledge, and test-drive scheduling. Choosing the NiroBot as the place to launch its anticipated Super Bowl spot is a good way for Kia to draw attention to this new chatbot and send more customers on the discovery journey to learn more about its Niro model.

Facebook Messenger is used by more than one billion consumers worldwide monthly, and study has shown that more and more customers are opting to communicate with brands on social and chat apps. For brands looking to connect with customers on those messaging platforms, a well-designed chatbot is an effective tool that brands should consider for handling basic customer service and boosting engagement.

How We Can Help
The Lab has extensive experience in building branded chatbots to reach consumers on conversational interfaces. We’ve built a dedicated conversational practice called Dialogue, which aims to help brands build a chatbot experience supercharged by our stack of technology partners with best-in-class solutions and an insights engine that extracts business intelligence from conversational data.

If you’d like to learn more about how to effectively reach consumers on messaging apps and other conversational interfaces, or to leverage the Lab’s expertise to take on related clients and learning opportunities within the IPG Mediabrands, please contact our Client Services Director Samantha Holland ([email protected]) to schedule a visit to the Lab.

 

Source: AdAge

Header image courtesy of Kia’s YouTube

Walmart Drops Membership Requirement For Two-Day Delivery

Posted on by Lab Team

What Happened
Walmart has discontinued the $49-per-year membership program ShippingPass it introduced in June for two-day delivery service, as the big-box retailer continues to challenge Amazon’s dominance in ecommerce. Accompanying this announcement, Walmart is also lowering its free shipping order minimum from $50 to $35. Over two million items will be available for free express delivery service, according to Walmart. In comparison, Amazon sells Prime Membership, which includes free two-day delivery on over 50 millions of items with no minimum per order, for $99 a year.

What Brands Need To Do
While it seems unlikely that Walmart will be able to convince the majority of Amazon Prime members to switch, the move at least shows Walmart is determined to compete with Amazon for the non-Prime U.S. households. As more and more consumers turn to online shopping for the convenience and flexibility, brick-and-mortar retailers need to learn from their online competitors and start branching out into the ecommerce space and exploring new ways to modernize their shopping experience.

How We Can Help
The Lab has extensive experience working with retail, beauty, and CPG clients to create and implement digitally-enhanced experiences for their stores. The recently-opened NYX Cosmetics store at Union Square is a proud showcase of our team’s work in crafting a digitally enhanced, innovative retail experience. If you’d like to learn more about how your brand can develop an updated retail strategy and implement digital-driven solutions to transform your retail experience, please contact our Client Services Director Samantha Holland ([email protected]) to schedule a visit to the Lab.

 

Source:ReCode

Lego Launches Instagram-Like Social Network For Kids To Show Off Their Creations

Posted on by Lab Team

What Happened
Aiming to stay engaged with its core customers even after they put down theor Lego pieces, Lego has created an Instagram-style social network for kids to show off their Lego creations. Dubbed “Lego Life,” the branded social platform lets kids aged 5-13 to share their creations in a kid-friendly, safe environment, and comment on others’ posts with custom Lego emojis.

What Brands Need To Do
This is the latest example of traditionally non-digital brands branching out into digital platforms and establishing mobile touch points in order to stay engaged with today’s connected consumers. A recent eMarketer study shows that 45% of kids 11 years old and younger in the U.S. are using a smartphone, and a 2016 survey shows that over half of children have created a social media account before the age of 12. Therefore, it makes sense for Lego to launch a social network so as to foster an online community of Lego-loving kids and keep them engaged with its products. With media time increasingly shifting to mobile devices, especially among the younger demographics, brands can greatly benefit from such mobile-native initiatives.

 

Source: The Next Web

 

Alexa Can Now Take Your Starbucks Orders

Posted on by Lab Team

What Happened
Starbucks has updated its mobile app to bring new voice-ordering features to its iOS app. Dubbed “My Starbucks Barista,” the new feature that will let customers order drinks with voice commands by speaking to a virtual AI barista. If they prefer, customers can also opt to put in their orders via texts. Moreover, Starbucks also launched this voice-ordering function as an Alexa Skill so that Amazon Echo owners can conveniently reorder their pre-set Frappuccinos simply by saying “Alexa, order my Starbucks.”

What Brands Need To Do
As an early-adopter of mobile ordering and payment technology, Starbucks have been quite advanced in embracing new mobile channels. In fact, the massive popularity of its mobile ordering feature has reportedly resulted in its baristas are having trouble keeping up with the huge amount of mobile orders during rush hours. And with the recent rise of voice-activated devices led by Amazon’s smart speaker Echo, it makes sense for Starbucks to embrace conversational interfaces so as to enhance its customer experience.

As tech giants such as Google and Amazon continue to make strong pushes for their conversational products, more and more mainstream consumers will soon become reachable via those emerging voice-based devices. Therefore, brands will need to explore opportunities in building advanced applications for these emerging platforms with highly engaging user experiences and conversational interactions.

How We Can Help
The Lab has extensive experience in building branded chatbots to reach consumers on conversational interfaces. So much so that we’ve built a dedicated conversational practice called Dialogue. The NiroBot we built in collaboration with Ansible for Kia is a good example of how Dialogue can help brands build a chatbot experience supercharged by our stack of technology partners with best-in-class solutions and an insights engine that extracts business intelligence from conversational data. If you’re interested in learning more about this or have a client opportunity, please reach out to our Client Services Director Samantha Holland ([email protected]) to schedule a visit to the Lab.

 

Source: Engadget

Ford Brings Connected Features To Older Models, Opens Mobility Experience Studio

Posted on by Lab Team

What Happened
To enhance the connectivity of its vehicles, Ford introduced a new piece of SmartLink OBD accessory that brings retrofitted connected features to its Ford and Lincoln cars dating back to the 2010 models. With a built-in 4G LTE modem, the SmartLink Accessory can serve as a Wi-Fi hotspot for up to eight devices in the vehicle. It also enables other connected features including remote start, lock and unlock, and can send alerts to a car owner via a companion web and mobile app.

In related news, Ford also opened its first Mobility Brand Experience Studio in NYC to showcase its vision for the future of transportation. The Studio features various interactive exhibits, with a “kinetic mobility sculpture” that uses marbles to demonstrate traffic patterns as its centerpiece. Each visitor will receive a Ford Hub Card which activates the installations and saves their digital experiences online.

What Brands Need To Do
As developments in connected cars, self-driving technology, and on-demand services continue to transform the transportation landscape, major auto brands are reacting accordingly with a series of initiatives like the two Ford just came out with. One additional implication for brands is the additional screen time that in-car connectivity will bring to customers on the road. And though it is still a few years off before the self-driving technology fully matures, the media time it will unleash will fully transform cars into a media hub on wheels. Therefore, it is never too early for brands to start thinking about how to take advantage of this emerging media space.

 

Source: TechCrunch & PSFK

Fox Teams Up With Amazon To Promote “24” Reboot Via Echo

Posted on by Lab Team

What Happened
Fox network has struck a deal with Amazon to promote the premiere of the franchise’s “24: Legacy” reboot, which will air immediately after Sunday’s Super Bowl game. As part of the promotion, Echo users can set their alarm sound to the trademark “24” ticking-clock sound effect starting this Monday. This is the first time Amazon has created a branded built-in function for the Echo devices. The Alexa alarm tie-in will also be featured on Amazon’s homepage as a top carousel ad this Sunday.

Moreover, starting Wednesday, March 1, Fox and Amazon will launch the “24: Legacy Daily Mission,” a mini-game that challenges Echo users with a 24-second-long challenge every day. Users will be quizzed with themed questioned or asked to perform quick exercise routines such as jumping jacks or push-ups by Alexa.

What Brands Need To Do
This is the latest example of brands exploring Amazon Echo speakers as a potential marketing channel, as well as a good example of how an entertainment brand can leverage Echo devices to reach customers in their living rooms. Last week, Sony Pictures created a cross-platform chatbot based on a character from its “ Resident Evil” franchise to promote its upcoming flick. While the “Daily Challenge” mini-game may seem trivial, it offers a good sticking point that will keep reminding viewers of the show and hopefully help with audience retention.

As a first attempt, Fox sets a clear path for other brands at employing Echo devices, Alexa, and Amazon’s online properties as part of an integrated marketing campaign. As more and more customers start to embrace conversational devices such as Amazon Echo or Google Home, their development as emerging marketing channels is something that all brands need to pay heed to.\

How We Can Help
The Lab has extensive experience in building branded chatbots to reach consumers on conversational interfaces, including the NiroBot we built in collaboration with Ansible for Kia. We’ve built a dedicated conversational practice called Dialogue, which aims to help brands build a chatbot experience supercharged by our stack of technology partners with best-in-class solutions and an insights engine that extracts business intelligence from conversational data.

If you’d like to learn more about how to effectively reach consumers on messaging apps and other conversational interfaces, or to leverage the Lab’s expertise to take on related clients and learning opportunities within the IPG Mediabrands, please contact our Client Services Director Samantha Holland ([email protected]) to schedule a visit to the Lab.

 

Source: Variety

Intel Plans User-Generated 360 Video For Super Bowl Campaign

Posted on by Lab Team

What Happened
For its upcoming Super Bowl campaign, Intel is aiming to get football fans involved to create a 360-degree video spot. The company launched a social push to get fans to visit experiencemore.intel.com to submit a selfie and create a frame featuring Tom Brady. The best images will be incorporated into a 360-degree video to be released on Feb. 5 as part of its Super Bowl campaign, which also includes a TV spot showing Brady going about his day from every angle using Intel’s 360 replay technology.

What Brands Need To Do
With 360 video content gaining traction among consumers, it is important for brands to start working closely with content creators to produce engaging and immersive content. The crowdsourcing approach that Intel took helps establish a more intimate connection with the consumers through the personalized experience. Brands wishing to stay ahead of the curve need to take a cue from this initiative and start developing immersive content that can engage their audience in innovative and fun ways.

How We Can Help
Our dedicated team of experts is here to guide marketers through the distribution landscape. We work closely with brands to develop sustainable content strategies to promote branded VR and 360 video content across various apps and platforms. With our proprietary technology stack powered by a combination of best-in-class VR partners and backed by the media fire-power of IPG Mediabrands, we offer customized solutions for distributing and measuring branded VR content that truly enhance brand messaging and contribute to the campaign objectives.

If you’d like to learn more about how the Lab can help you tap into the immersive power of VR content to engage with customers, please contact our Client Services Director Samantha Holland ([email protected]) to schedule a visit to the Lab.

 

Source: AdWeek

Twitter Replaces “Moments” With “Explore” With A Focus On Live Videos

Posted on by Lab Team

What Happened
Twitter has revamped its app layout, replacing the “Moments” tab with a new “Explore” section that brings together trending tweets, Moments, and live videos in one place, with recommended live videos front and center in the tab. Twitter says it will also use this tab to display important broadcasts, particularly the ones from its content partners such as NFL and Bloomberg. Earlier this week, the company reported its livestream of the presidential inauguration amassed a record-breaking total of 6.824 million unique views and a peak of 377,000 concurrent viewers. In comparison, its NFL streams averaged 265,800 viewers per minute across ten games.

What Brands Need To Do
Twitter was one of the first social networks to launch livestreaming capabilities, but recently it has been eclipsed by rival live video products from Facebook, Twitch, and recently, Instagram. This revamp is an evident move to push live video in front of more casual users as Twitter continues to simplify its platform. With the major social platforms steadily improving their respective live video products, brands will have more and more channels to disseminate their live content and reach a wider audience.

Early adopting brands such as Birchbox, Popeyes, McDonald’s, and GE have experimented with Facebook Live to reach customers while brands like Carl’s Jr, Coca-Cola, and Geico have sponsored livestreams on eSports sites. All these examples showcase the versatility of marketing opportunities that live streaming offers, which more brands should leverage to connect with their audiences in innovative, exciting ways.

 

Source: VentureBeat