Tag Archive for: TomTom

Brands Slide Into Your Twitter DMs

Twitter has officially dropped the 140-character limit for messages between users. The move does not come at a surprise, as the change was laid out in a June announcement by the company. Surprise or not, the small tweak immediately impacts brands, and could even change the evolution of the social media outlet.

While this announcement does not modify Twitter’s tried and true 140-character-a-Tweet formula, it completely opens up direct messaging to the imaginations of brand managers. From trolls to super fans, brands can now directly connect with consumers like never before. For the professionals behind the Twitter feeds you love, the move is an immediate improvement for maintaining and growing brand accounts.

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For promotions, the new direct messages could simplify gathering information about followers and finally bring managing sweepstakes under one platform. When upset customers come forward, direct messaging can now be a practical method of resolving issues without having to ask for an email address. In both instances Twitter is positioning itself as a tool not only for growing brands, but as a powerful customer relationship management dashboard. The benefits for the back-end operations of social media marketing are certainly clear, but the real opportunity lies in the imagination of content creators. Imagine where the brand engagement could go:

  • You tweet at @MarthaStewart, complimenting her flower garden and receive a list of gardening tips straight to your DM inbox.
  • @OldSpice holds a contest where the first 200 to retweet their post receive a love letter from the Old Spice Man himself
  • You ask @TomTom a workout question and receive various ab exercises in return.

As Twitter begins to experience some growing pains as it matures, direct messages may play a role in reenergizing the service. Direct messages have lived in the shadow of Tweets since the advent of the short messaging website. By removing the character constraints of this slightly under-loved feature, it opens up its potential to be used far more often.

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Summer House 2015

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Via @claire.m.harvey

This time of year there is no place better to unwind than the oasis of Nantucket. The crisp blue ocean against the green island emanates summer bliss, and CBC has found the perfect way to take advantage of this paradise. During three, 3-day sessions this June, nearly 30 lucky editors got the chance to indulge in the best of Nantucket at CBC Summer House.

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Via @mkisiday

Summer House is a brand activation experience where top-tier writers and editors have a few days to relax at a charming, cedar-shingled house near Tom Nevers Beach. The schedule always includes fun activities where attendees get familiar with cutting edge products in a highly involved, hands-on yet organic setting.

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Via @cerconebrown

The Summer House activities are tailored to the pristine summer environment. To kick off their mornings this year, House guests participated in the Champion R.I.P.P.E.D. Workout.

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Via @cerconebrown

For lunch, Summer House guests munched on fish tacos made from fresh Sea Cuisine filets, which are available in your local grocer’s seafood case. Chef Marco prepared the meal directly from a whole Atlantic Salmon. (Could it get any fresher than that!?)

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Via @snacktoria

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Via @cerconebrown

The trip to Nantucket included afternoon Spire Collection and Galerie wine tastings, and extravagant meal experiences provided by DiGiorno, Garnet Hill and Miraclesuit. During their downtime, Summer House residents were able to explore the island as they pleased with a fleet of Cadillacs provided by Onstar.

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Via @cerconebrown

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Via @snacktoria

Adventurous Summer Housers went out on the ocean for wakeboarding, waterskiing and tubing while sporting TomTom Bandit Action Cameras to capture first-person footage of the experience.

The CBC Summer House offers an opportunity for editors to forget the stresses of everyday life and focus on the true essence of each onsite brand in the serenity of a Nantucket summer setting. Editors get to experience a lifestyle where they can authentically interact with each brand. They become familiar with each product in a much more intimate way than they would just using it in their home or office. And ultimately, the attendees have the advantage of forging true relationships with the brand sponsors, their representatives, and their one of a kind products.

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Via @claire.m.harvey

Summer House is a fantastic brand activation adventure. Everyone who attends brings home stories of the flavors they tasted, the products they tried, and the memories they shared. We’ll see you next year, Nantucket!

The Growth of Biometrics in Advertising: Exciting or Invasive?

When Apple introduced its iWatch in 2015, some of the most exciting capabilities included features that are able to track the biometric qualities of the wearer, including heartbeat, acceleration, and temperature. While these features are advertised as fitness-related benefits, many are seeing possibilities with these technologies in advertising. Marketers can test different ad campaigns with the ability not only to learn the viewer’s vocal reaction, but also be given insights into how they are reacting internally, based on their physical changes.

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Both biometrics and wearable technologies are hugely expanding markets, and some companies have already taken this technology and adapted it into their own products. TomTom, for example, has introduced an action camera that can mark places in the video deemed most “exciting” through the use of an optional heart-rate monitor. These spots are specially marked within the Bandit Action Camera and make editing and uploading content in real-time more mobile and convenient than ever before.

Two companies, specifically – Mindshare and Lightwave – have teamed up at the forefront of this creative branch of advertising analytics, envisioning biometric technologies as a way for companies to tailor consumer experiences in real-time. Jeff Malmad, head of mobile and the wearables unit at Mindshare North America said, “Being able to get the data from the watch and the phone simultaneously and create better and more adaptive experiences is something that’s just going to grow in importance for brands” [Source].

As popular as wearable tech has become (see the Infographic below for proof!), one can’t help but have privacy concerns regarding the experiences some devices are proposing. The consented-to analyzing of bodily responses to ad campaigns is one thing, but the fear of getting fired if your boss finds out about your high blood pressure has an almost “Big Brother” feel to it.

How soon do you think we will be eating at restaurants with lighting that changes with the mood of the diners? And maybe more importantly – isn’t that a little creepy?Untitled

[Infographic Source]

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