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Human Brand Experiences in the Time of Tinder

We see over 3,000 brand messages a day, but how many do we actually pay attention to or even remember? Burdened with this information overload, our impatience is increasing with 50% of Brits saying they have become less willing to wait in the last 5 years. This impatience has given rise to ‘Generation Tinder’, where people prize ease, accessibility and value over loyalty. The question is, how do we get them to swipe right on our experience?

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Human Brand Experiences in the Time of Tinder

  1. 1. © Copyright 2014 Closer To Limited trading as Closer. All rights reserved.© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.
  2. 2. © Copyright 2014 Closer To Limited trading as Closer. All rights reserved. • We now consume over 5 times the amount of information we did 20 years ago • We see over 3000 brand messages a day, but how many do we remember? • This information overload has increased our impatience – 50% of UK say they have become less willing to wait in the last 5 years
  3. 3. © Copyright 2014 Closer To Limited trading as Closer. All rights reserved.© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.
  4. 4. © Copyright 2014 Closer To Limited trading as Closer. All rights reserved.© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.
  5. 5. © Copyright 2014 Closer To Limited trading as Closer. All rights reserved.© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.
  6. 6. © Copyright 2014 Closer To Limited trading as Closer. All rights reserved.© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.
  7. 7. © Copyright 2014 Closer To Limited trading as Closer. All rights reserved. • One of the most successful activations at last year’s SXSW festival • Users tweeted their location to Mophie and a St Bernard dog would arrive to their location with a portable battery charger • Satisfied a real need state – low battery at festivals
  8. 8. © Copyright 2014 Closer To Limited trading as Closer. All rights reserved. • Volvic’s Tough Mudder presence last year gained massive cut through • Participants gladly welcomed their volcano style hot tub at the end of the event • It satisfied a genuine need state and was contextually relevant • Whilst both of these activations satisfied a need state, their novelty also was a driver of their success
  9. 9. © Copyright 2014 Closer To Limited trading as Closer. All rights reserved. • Novelty and exclusivity were both important factors for Cornetto’s sampling campaign last year • Uber users could simply log into the app and request a cornetto to be delivered to their location • The stunt was massively oversubscribed with the majority of people missing out • It generated far more media coverage than any regular sampling activity
  10. 10. © Copyright 2014 Closer To Limited trading as Closer. All rights reserved. • Allowing the user to interact with the experience using their own device decreases barriers to participation • Mc Donald’s OOH activation also worked in this way, allowing users to participate in a game of pong on an interactive billboard using their devices • This helped to create a smooth experience that people could glide through
  11. 11. © Copyright 2014 Closer To Limited trading as Closer. All rights reserved. • Oreo’s recent activation took the glide premise quite literally • By transforming staircases to slides, Oreo injected the mundane commute with wonder and fun • The beauty of this campaign was in its simplicity as it required very little effort from the participant but still remained a memorable experience
  12. 12. © Copyright 2014 Closer To Limited trading as Closer. All rights reserved.© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.

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