This helps the brand to provide a more personalized and interactive experience than it could over other channels.
Stoli has now come up with cool new types of mobile ads that work to help encourage consumers to take part in the creation of digital drinks using its products by way of their smartphones.
The idea of the ads is to use touch technology to draw awareness to the brand over mobile devices.
This is meant to provide users with a more intimate experience than is possible over other marketing channels. Moreover these mobile ads appeal to many different senses including touch, sight and sound, as they bring together all those elements. The vodka brand has done this by using haptics in order to make the viewers of the advertisements experience a range of different elements when they see the ads.
For example, the mobile ads vibrate the phone in combination with certain interactive components.
For example, when different elements need to be added to the digital cocktail, the phone vibrates. This also occurs while the drink is being “shaken”, that is, when the phone is being shaken.
According to the Stoli Vodka brand director, Russ Pareti, “We’re always looking for new and unique ways to interact and connect with our millennial consumer. Pareti also stated that “We felt like this technology fit really well with our digital short campaign.”
What has yet to be seen is how actual consumers will respond to this type of mobile advertising. There are many haptic elements throughout this marketing strategy and this is quite new and revolutionary in this area. It is unlike most of what else is out there, so it will be interesting to see the consumer response to these new types of advertising. The hope from the team at Stoli is that the more the viewers are engaged through their different senses, the more powerful – and therefore the more effective – these mobile ads will be. The primary issue that will need to be watched with be the vibration feature, which appears quite unexpectedly and which has rarely – if ever – been worked into a smartphone ad in other campaigns.
Vibes has now announced that it will be providing those capabilities to the Universal Behavior Exchange.
Mobile marketing firm, Vibes, has announced that it will be providing the Universal Behavior Exchange (UBX) from IBM with new capabilities for mobile wallet and advertising within that platform.
This should make it easier for marketers to be able to connect data throughout their various solutions.
The addition of the mobile wallet and marketing capabilities is meant to simplify and expand the ability of marketers to engage with their customers and understand their wants and expectations in the moment. Through the UBX at IBM, Vibes will make it possible for marketing firms to be able to boost their visibility into important data for their campaigns running over smartphones and tablets. This will make it possible to boost their conversion rates and enhance the experience for consumers throughout their shopping journey.
This improvement should be felt through everything from a mobile wallet to push notifications.
By way of the UBX platform, the mobile marketing platform from Vibes has been integrated with a range of the different existing mobile commerce offerings from IBM. This will make it possible for marketers to benefit from the following:
• Customizing their mobile marketing campaigns at scale through the IBM Campaign feature in order to allow for targeted text messages, offers over mobile payments services, and others. This could improve the seamlessness of the experience for a much more natural shopping journey.
• Bring behavioral insights and data from e-commerce and m-commerce websites together through IBM Digital Analytics by way of all mobile marketing touch-points. This could provide a more complete understanding for considerably improved campaigns moving ahead.
• Take advantage of the IBM Marketing Cloud in order to gain email insight for improved communication with customers by way of smartphones and tablets so that targeted mobile wallet offers (using Android Pay and Apple Wallet) will be able to be delivered through email Manage. This will also make it possible for IBM Engage Mobile to be used for sending push notifications based on the behavior, data, and business rules of consumers.
