Friday Forum – We bring the hottest questions from the Chinese Social & Digital space to our brightest minds.
周五论坛——让中国社交与数字领域最热门的话题碰撞出思维火花

What's the most genius use of technology in a brand campaign?
在品牌营销活动中,最天才的技术运用是什么?

Lucie Wong
Communication Strategist / We Are Social

《纽约时报》在其“无家可归者”的营销活动中采用VR技术营造了一部沉浸式纪录片,讲述被战争影响的孩子们的故事。
品牌采用新科技吸引观众,但通常侧重于传达商业和/或娱乐价值。我个人认为科技的最佳作用是将人们凝聚在一起而不仅仅是为了娱乐,而这个营销活动做到了这点。
沉浸式科技颠覆了传统讲故事的方式,对观众产生了比文字和图片更巨大的影响。

New York Times' campaign 'Displaced' adopted VR technology to create an immersive documentary telling the stories of children affected by war.

Brands adopt new technology to engage with the audience, but often with the focus on delivering commercial and/or entertainment value. I personally believe technology is at its best when it brings people together for more than just fun and this campaign did exactly so.  

Immersive technology disrupted the way of storytelling and creates a much stronger impact on the viewer than words and pictures ever can.

Link:

https://www.nytimes.com/2015/11/08/magazine/nyt-vr-how-to-experience-a-new-form-of-storytelling-from-the-times.html

Michael Russam
Copywriter / We Are Social

对我来说,答案是汉堡王的“为皇堡绕路”营销策略;汉堡王在其APP上利用实时定位向在麦当劳方圆600米范围内的顾客提供最近的1美分皇堡。这是一个很著名的品牌利用科技宣传并且获得戛纳大奖的例子,“调戏”麦当劳也是汉堡王的一贯作风。挑衅和厚脸皮的品牌建设策略,以及引导顾客真正走出家门去实践这一功能是非常新鲜有趣的。此外,这一创意使汉堡王的应用程序下载量激增了150万次。

For me, the answer is Burger King’s ‘Whopper Detour’; when the brand used geo-tracking on their mobile app to give customers that had been within 600m of a McDonald’s restaurant a 1-cent Whopper at the nearest Burger King. Now, this is a famous example of a brand using technology within a campaign that won a Cannes Grand Prix, and trolling McDonald’s is something that Burger King falls back on a lot. However, the combination of trolling, cheeky brand-building and leading customers on an actual, physical journey makes it feel fresh. Plus, it boosted their app downloads by 1.5 million.

Link:

https://www.fcb.com/our-work/the-whopper-detour

Elena Tan
Copywriter / We Are Social

从智能手机到智能音箱,声音识别技术已经成为我们日常生活的一部分。除了为智能产品创造语音营销广告外,它可以迎合人们的习惯,以无缝且相关的方式为他们提供内容、过程简洁,堪称天才的体验工具。举个例子,可口可乐推出了一款语音自动贩卖机,路人对着麦克风说“yes”,便会有一罐新上市的无糖冰可乐掉落下来。有时候简单的激活会带来最大的影响。

Voice-recognition technology has been a part of our daily lives from smartphones to smart speakers. Beyond creating voice marketing commercials for smart products, this is a genius experiential tool to match the habits people have and give them content in seamless and relevant ways. And it doesn’t have to be complex. For instance, Coca-Cola launched a voice-activated dispenser to encourage passers-by to say “yes” into a microphone which triggered a chilled bottle of the new Coke ‘sugar free' product. Sometimes simple activations have the biggest impact.

Link:

https://www.jcdecaux.com.au/campaign-inspiration/coca-cola-voice-activated-dispenser-2017

Thomas Johnson
Copywriter / We Are Social

天才是一个强有力却又经常被过度使用的词,但用它来形容塔可钟在2016年推出的塔可机器人简直再合适不过了。AI服务员帮助顾客在Slack上点单,塔可机器人会推荐菜单,加深交流,促进下单,因为Tacos绝对不能单独食用。
开玩笑地说,这是一个极好的,在品牌营销活动中运用科技的例子,品牌创造一个电子管家,为客户在社交消费中提供定制食品。塔可钟能够扩大品牌的声音并且引发轰动。开玩笑地说创新和未来主义是其品牌文化的关键部分。

Genius is a strong word, often overused, but never has it been more apt than that time in 2016 when Taco Bell launched TacoBot. This AI waiter allowed patrons to order on Slack, where TacoBot could make recommendations, facilitate the transactions, and engage in conversation – because tacos should never be eaten alone. 

In a tongue-in-cheek way, this was a great and knowing use of technology in a brand campaign; by creating SmarterChild’s employable older brother, Taco Bell was able to amplify its brand voice and generate a buzz, joking that innovation and futurism were a key part of their brand culture.

Link:

https://adage.com/creativity/work/tacobot/46369