Cheetah CMO Richard Jones and Senior Director of Client & Vertical Content Julian Bracey-Davis take a rip-roaring run through some of the finest interactive digital experiences from 2020. They wanted to see how brands have stepped up efforts around producing online campaigns in the past 12 months, especially as they look to gather more of their own zero-party and preference data to feed their data strategy.
See how marketers, across five key verticals, are fuelling their personalisation efforts to provide unique experiences as part of their loyalty programmes and cross-channel messaging.
1. FMCG — Häagen Dazs and Doritos: Taking offline experiences and enhancing them online
Customers who enter certain stores will see “Häagen-Dazs & Me” place cards inviting them to snap the QR code and drive to an experience and enroll in the rewards programme. Once they enroll, an email is triggered with a welcome offer that can be redeemed in the store, with subsequent monthly offers to follow for anyone that registers.
2. Sports — Arsenal F.C. and Manchester United: Enhancing digital fan engagement
To coincide with the release of their brand new Adidas jerseys for the 20/21 Premier League season, Arsenal published a “Kit Launch Hub” inviting fans to send in photos, via the website and social media, of them wearing items from their 20/21 range for a chance to win exclusive prizes. The best entries also got published in a public gallery.
With fans unable to attend matches in person due to the unprecedented effects of COVID-19, Manchester United created a global Fan Mosaic. They collected photo submissions through their website with a selected few filling the empty seats in Old Trafford. This allowed fans to feel part of their home games despite them being played behind closed doors.
3. Media — Discovery Communications and Crown Media: Better understanding your audience and providing value to sponsors
Discovery Communications are at it again, with one of the largest data-centric digital sweepstakes to be found anywhere online. During their annual Dream Home Giveaway, they will collect tens of millions of data points. This offers a great opportunity to grow fan profiles over time which can be used to deliver hyper-personalised and targeted marketing communications based on preferences actively selected.
Watch and Win is one of the most unique and valuable experiences because it provides 100 per cent viewability. It is something that Crown Media uses to great effect, often setting up a rotating video component that features a different video each day for users to see. Content views + zero-party data collected = a superpower combination.
4. Retail — Boots Pharmacy and Pure Archery Group: Personalising content to improve the online purchasing experience
In 2020, Boots Pharmacy quickly had to pivot to find engaging and interactive ways to connect with their customers at home. Boots successfully achieved this through a variety of very creative and informative “Product Selectors”. For existing BootsID members no additional data capture was required, with their consented preferences automatically tracked to their unique profile.
5. Financial Services — Amica: Creating more interactive ways to showcase services
Last but by no means least we have some interesting trends in financial services. Here Amica utilised a branching quiz to help users find the right information on the “ Life Pathway” they were interested in exploring. Not only were they quickly served up with the best information Amica has in the area but it also helped potential customers provide key information to speed up the process around discussing their insurance needs.
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