Physicality
Brands that are established physically can opt for mobile in
a variety of ways to appeal to tech-savvy consumers.
For example, Quaker Oats Company tapped Blippar’s augmented
reality capabilities to drive online engagement among its customers.
Located on Quaker Oats packaging, consumers can scan the
Quaker man with their smartphone and take a milk mustache selfie to unlock
Quaker recipes. By being firmly established in the physical realm, consumer
packaged goods companies such as Quaker are tapping technological tools to
drive brand awareness and attract Millennials (see story).
Furthermore, Coca-Cola boosted its mobile social community
with a new second-screen strategy that integrates the brand’s online marketing
with television content for deeper customer insights.
With the second-screen syncing, users of the SmileWorld
application in Spain can now tap on a Coca-Cola logo embedded within content
such as a TV show or ad to tag it and get extra features or coupons. A recent
update to the photo-sharing app also adds the ability for users to follow their
favorite hashtags, geo-locate their photos and videos to specific places and
scan bar codes on Coca-Cola products (see story).
Offering a multichannel experience builds a brand’s
presence.
“We always start with a consumer behavior in mind and
attempt to determine how the brand fits,” Mr. Kim said. “What we know about the
Post-it brand is that our customers appreciate the simple, intuitive nature of
our products.
“When we look at entering the digital world, it is important
that the experience remain as simple and intuitive as our customers would
expect. While it may seem obvious that a manufacturer of physical notes would
simply create a digital version of the same experience, we heard instead that
consumers needed a way to continue working with their favorite tools while
helping them transition to the digital world in which their teams work
everyday.
“The timing of the Post-it Plus app launch is a result of
deeply understanding the needs of our consumers and responding with a uniquely
Post-it brand experience. There is also, at this time, a convergence of our
understanding of the consumer and the technologies available to help meet their
needs.”
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