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.