Marketing Technology

L’oreal’s Make-Up Genius App

For decades, we have all ventured to a local department store to get our makeup done by an expert. Its probably because trying on makeup is key to getting the right look. But isn’t this process time-consuming? Well, this is what made L’oreal come up with a new app which literally changed the way we try on makeup.

The Makeup Genius App offers you an instant makeover using real products and real inspirations. The app uses one-of-a-kind technology that recognizes your facial characteristics to ensure a seamless virtual makeup application experience. It allows customers to virtually try on 4,500 of the cosmetic brand’s catalogue of products using their smartphone or tablet. You can also browse through a library of looks from expert makeup designers or just have fun trying on new makeup yourself.

The Makeup Genius app applies bronzer, eyeshadow, lip gloss, and eyeliner in real time using facial recognition technology, enabling the virtual make up to stay in place as you move your face. The technology captures 64 facial data points and 100 different facial expressions to accurately place the make up. The app scans your face, and then allows you to try out different products or entire make up looks. You can then save your selfie, share it on social media, and even purchase products directly through the app.


Marketing Technology

Samsung’s NFC Technology Promotions

Near field communication technology, in short NFC technology, is based on special chips which are wireless and allow transfer of various types of information between two devices. In order to do this, all you need to do is to hold your phone against the other and get the necessary data into your phone. Isn’t it great?

In order to promote the use of NFC technology in its Galaxy smartphones, the brand used NFC technology inside a bus stop billboard and motivated people to tap its stickers to download various types of cool multimedia content.

Samsung placed billboards in high-traffic city zones (bus stops, market malls, airports, cinema halls, etc) to promote its NFC technology. The billboards had stylish people holding a Samsung Galaxy with an NFC chip inside of it. So it was enough to put one’s phone of the same model against the poster and there was an opportunity to get good content in seconds. This caught the attention many customers and got them involved into absolutely unique opportunities of Samsung devices. Customer engagement was three times higher than it had been planned.

This is one of the most unique examples of how the company implemented interactive features of NFC technology to catch its customers attention and most importantly, to involve them with absolutely unique opportunities of Samsung devices.

As we can see NFC technology became an effective development and marketing tool for Samsung to remind people that the company is keeping up with the times, has all the perspectives to set the trends and works fully to satisfy its customers’ needs.

Marketing Technology

PepsiCo’s Social Vending Machine

PepsiCo launched its Social Vending System, a state-of-the-art networked unit that features full touch screen interactive vending technology, enabling consumers to better connect with PepsiCo brands, right at the point of purchase.

Using digital technology, PepsiCo’s Social Vending System enables any user to gift a friend by selecting a beverage and entering the recipient’s name, mobile number and a personalized text message. There’s also an option of personalizing the gift with a short video recorded right at the machine. The gift is delivered with a system code with instructions to redeem it at any PepsiCo Social Vending system. When the recipient redeems his or her gift, they’re given the option of either thanking the original sender with a gift of their own or taking it forward by gifting a beverage to someone else.

Social Vending also enables “Random Acts of Refreshment” – the ability to buy a drink for a complete stranger through any other Social Vending system. For example, a consumer could send a symbol of encouragement someone in a city that has experienced challenging weather, or a congratulatory beverage to a student at a university that just won a championship. The platform holds potential to extend PepsiCo’s digital and social reach for its food and beverage brands.

Marketing Technology

KitKat’s Interactive Promotional Packaging

The KitKat team were on a search for people to join ‘The Breakers Party’ and they had the chance to win the break of a lifetime. By entering this competition, consumers also had a chance to be awarded with the title of Minister for Shopping, Tech, Music, Travel or Sports, with prizes up to $23,000 towards their chosen break.

To stand a chance of winning, consumers were invited to purchase any promotional KitKat with the Shazam packaging, visit their website and follow the prompts. ‘Shazaming’ was easy, consumers simply needed to open the Shazam app on their smartphone, hold the phone over the front of the KitKat and then tap the camera icon to visually Shazam the packaging.

Visual recognition was part of Shazam’s connect for brands product offerings. When coupled with the app’s existing audio recognition capabilities, it allowed marketers, for the first time, to make all consumer facing touch points clickable; including traditional media, POS and packaging thus, building a bridge between physical to digital.

The promotion was rolled out via Shazam-enabled packaging, TVC’s, digital marketing and social media, as part of a fully integrated campaign.

Shazam’s one touch audio and visual recognition, coupled with the scale of their waterfront property on millions of smartphones added an exciting layer of interactivity and engagement to KitKat’s campaign.


Marketing Technology

IKEA’s Augmented Reality App

The giant furniture retailer, IKEA offers a plethora of furniture choices. The hardest decision for customers is to determine which piece of furniture will suit their home.

Ikea wanted to make customer’s choices less overwhelming with an augmented reality app that works like a virtual interior designer and allows customers to visualize 3D versions of its furniture in their homes.

With the help of this app, consumers can virtually plan a couch, table of chair in a room. They can flip through the print catalogue and when they come across a ‘plus’ symbol on the page, hover their phone or tablet until a screen pops up to scan the images on the page. When they find a piece they want to test out, they place the physical catalogue in the spot at home, and their device camera uses the book to gauge the correct scale for the products shown on the screen. The approximate dimensions of the virtual furniture are based on the size of this physical, real-world IKEA catalog.

The camera wakes up again and a product outline appears in the frame. This can be rotated, re-positioned and manipulated so that it looks just right, before confirming the selection from a scroll-able list. Finally, a virtual version of the new sofa, desk or bookcase with the room in the background is shown onscreen.

IKEA has added over 50 pages of the new catalogs to provide enhanced content, giving mobile device users access to additional product information, 360-degree room views, and videos.

Marketing Technology

Reebok Rhythm Challenge

Taking full advantage of MTR advertising uniqueness and flexibility, and to promote the launch of its ZPump Fusion 2.0, Reebok came up with an interactive Rhythm Challenge at MTR Tsim Sha Tsui Station.

This interactive game invited MTR passengers to play rhythms by pressing the buttons on the panel. Each time a button was pressed, it lit up thereby creating a rhythm. Those who took part in this activity were subsequently rewarded with a discount coupon, while players scoring 80% or more, won an attractive ZPump Fusion iPhone case.

A giant visual of the Reebok ZPump Fusion 2.0 shoes with moving lighting was made to mimic the air flow through the bladder on the Poster On Wall. Global sports giant, Reebok ensured strong visual impact and successfully drew the attention of passersby’s to its Reebok Pump Technology. The campaign offered a remarkably engaging customer experience which perfectly dovetailed with Reebok’s core advertising idea.

Marketing Technology

‘Sound Penalty’ For Over-Speeding

Most ads related to rash and reckless driving showcases shocking images or descriptions of fatal accidents to impress upon drivers the dangers of over-speeding. However , people still speed.

Brazilian agency, 3yz, and partner, Radio SulAmérica Paradiso FM, came up with an idea that was completely different. Immediate and annoying punishments were given to drivers who resorted to speeding. The idea had a 100% success rate. Of the 2,000 people who received punishments, none had to be punished the second time.

At 7 P.M, every radio station in Brazil was forced to air a government news program, The Government Hour. This law existed for 82 hours and it was considered a nightmare. Radio SulAmérica Paradiso FM in Rio de Janeiro had an app that commuters can use to avoid Government Hour and listen to its normal radio broadcast instead.

It was this app that 3yz used to dole out its punishments for speeding drivers in Rio, the city with the 8th worst traffic in the world. The app measures the speed of the car it is being used in, and its location. If a driver goes over the speed limit, the app lets the driver know and punishes him or her with one minute of the tedious Government Hour program. When this minute is over, all the driver has to do is stay within the speed limit to keep the Paradiso radio program playing.

Now you know why they called it the “Sound Penalty.” It took listeners from Paradiso to Inferno in an instant, inferno being the Portuguese word for “hell.”