Human Brand Experiences in the Time of Tinder

© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.

© 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






• One of the most successful activations at last year’s SXSW festival

• Users tweeted their location to Mophieand a St Bernard dog would arrive to their location with a portable battery charger

• Satisfied a real need state – low battery at festivals


• 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


• 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


• 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


• 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


Marketing

Human Brand Experiences in the Time of Tinder