A contextual strategy allows marketers to create tailored messages to each individual consumer. These messages are crafted and sent based on the data points collected throughout the customer’s lifecycle. For example, marketers can send dynamic emails that change in real time according to weather, time, location and other contextual data—making sure the message is always relevant at the time of open.
In the digital world, consumers expect these real-time relevant interactions with brands. Brands that include contextual marketing in their strategy will not only satisfy the individual needs of each customer but will also create proprietary customer intelligence which they can leverage against their competition.
During the Milan Design Week 2014 Heineken invited people to play The SUB, its latest draught machine. To show how a design living room can become more playful, visitors were able to turn it into a huge pinball. Special guests La Pina and Diego from Radio Deejay and Saturnino.
UP: The Umbrella Project, created by Pilobolus in collaboration with the MIT Distributed Robotics Laboratory, premiered at PopTech in the Camden Harbor Amphitheater in Camden, Maine. Functioning as individuals in a group – or pixels on a screen – participants wielding umbrellas fabricated with multi-colored LED lights, created a performance piece together that was projected in real time on a large screen.
Starring the PopTech conference attendees and the Camden community, this Pilobolus piece, like all of the modern performance company’s work over the last 42 years, was borne out of its proven method of collective creativity.
During the Carnival in Rio de Janeiro, the high consumption of alcoholic drinks is the main responsible factor for the increase in traffic accidents. Drunk drivers are directly involved in the increase of 50% of fatal accidents during this time of the year.
Antarctica’s objective, the most consumed beer brand and sponsor of the event, was to make its consumers arrive safely at home after drinking.
We developed The Beer Turnstile. A new underground turnstile for which the ticket was an empty Antarctica beer can. Via optical reading, the can was scanned and the passage freed. The person just needed to save the last beer can and use it to get home safely
Encrypt your messages into dance moves. Top LA choreographer Super Dave works with some of the world’s greatest Freestylers including King Charles, Pacman and Storyboard P to create a language of dance. Created to celebrate the launch of the new PUMA Sync fragrances, the PUMA Dance Dictionary is a digital application that encrypts messages into dance moves. Don’t say it, move it.http://www.pumadancedictionary.com
Great concept for Dove Brand. “Women are their own worst beauty critics. Only 4% of women around the world consider themselves beautiful. At Dove, we are committed to creating a world where beauty is a source of confidence, not anxiety. So, we decided to conduct a compelling social experiment that explores how women view their own beauty in contrast to what others see.
Watch the whole experience at: http://dove.com/realbeautysketches
Join the conversation at: #wearebeautiful”