"Rethink marketing with internet of things"
Markus Wulff from Analog & Tech presented during Webbdagarna in Sweden 26th Sept 2018. http://www.analog-and-tech.com
7. The new
DIGITAL
TOUCH
POINT
• Real-time engagement data
source
• Untapped digital
touchpoint
• Consumer insights source
• Bridging retail and digital
• Global activations
• Hyperlocal activations
• Owned channel
• The natural provenance
channel
18. Kellogg’s NFC enabled packaging
Kellogg’s Special edition Super Mario Cereal boxes
with integrated NFC tags enable kids
playing Nintendo’s Super Mario Odyssey game to tap
the box with their Nintendo Switch controller to receive
gold coins or a heart they can then use as power-ups
when playing the game. “New way to expand the
Nintendo brand in unique and creative ways,” says
Tom Prata, Nintendo of America’s SVP for strategic
initiatives.
19. Unique codes prove product origin
Dunedin meat processor Silver Fern Farms has introduced
a new retail packaging in New Zealand and overseas, to
allow consumers better access to proof of origin of the
product. The new packaging contains a unique, fraud-
proof QR code on every pack. Consumers can scan the
code on the packaging to verify it is an authentic Silver
Fern Farms product. and get proof of origin.
It shows which region in New Zealand the product comes
from, link the consumer to stories of farmers in the region
and recipes for the specific product purchased.
20. Personalized whiskey bottles
Diageo assigned an individual code that
created a special identity for its whiskey
brand in Brazil for a promotion timed to
Father's Day, When consumers scanned
the code on the bottle using a
smartphone, it allowed them to
personalize a film template by adding a
photo and a personal message to their
dads. The dads could then view the film
by scanning the bottle with their own
smartphone.
23. Agree that ‘If all
household products
are internet
connected, I need
to be in control of
which can interact
with me and in what
circumstances’.
76%