Lego celebrated Singapore’s 50th Anniversary by expanding their Rebuild campaign. The over all them expressed the concern and consideration younger generations have for the future. The launch is very global in its approach, however the theme resonates with viewers around the world.
Snapchat has dropped Yahoo and Warner Music, and replaced it with Buzzfeed and iHeart radio. This really ties well with the audience they are trying to reach as well as revamping the image of Discover that would be more palatable with millennials. Buzzfeed is already creating a lot of innovative content that Snapchat thinks many users would love.iHeart Radio will be focusing on interview snippets from Celebrities and artists.
A new browser extension called Asymmetrica has improved readability for by viewers by including more white space. It also tweaks the typography for text so it is easier to read. They do this through a process called chunking which organizes reading into a visual rhythm by organizing words as units of meaning. The visual cues of more white space will make chunking easier and improve reading comprehension for many users.
Why it’s hot: More of design trend. There is an importance of understanding how the small visual cues can make a dramatic impact on an user and how they process things. Implementing this extension can have a tremendous impact on a publisher’s engagement rates and click metrics.
T3, a Marketing Agency created a hands free tinder app incorporated with Apple Watch. The app utilizes technology that will monitor heart rate to determine whether a match can be made. (Assuming increased heart rate means yes). The App has not been released yet but still has been creating a substantial amount of buzz.
Why it’s hot: This integration of technology with our biological functions is a common trend. However in this case I feel it may backfire. Consumers want a sense of cognitive autonomy when it comes to choosing a partner. Marketers need to know the balance of utilizing biometric capabilities in a way that does not seem invasive for the consumer.
Rana El Kaliouby developed a company called Affectivia in response to her deep concern that the increasing exposure to technology has made people less emotionally intelligent. Affectivia utilizes an emotional engine called Affdex which studies faces from a webcam that identifies subtle muscle movements to decipherthe participants emotional state. So far Affectivia has been used in comprehensive studies regarding the facial expressions of numerous demographics. Some of their findings include that women tend to smile more intensely than men. In the United States, women tend to smile 40% more than men, whereas in France it is 25% more.
Marketing Implication: Affectivia’s clientele are companies who are interested in understanding how consumers react to specific advertisements and commercials. They have analyzed over 2.9 million subjects in 75 countries. There is a huge repository of data that marketers can use to understand patterns or commonalities of the target markets they are pursuing. This can also be used as a pro-type for more technology that can recognize our cognitive state.
James Murphy has attempted to better the experience of the New York City subway system through an unusual approach; by fixing the the sound of it. Heineken began adding momentum to this campaign through marketing it’s progress and creating a website to track the timeline of this ambitious project. Murphy hopes to expand this to citywide art project where the use of turnstiles during rush hour will become a symphony.
Why its hot: Knowing that New York transportation has a negative image, and this creative project could revamp their image. Having Heineken attached also showcases the importance of incorporating and communicating social responsibility for a company.