7. New technology is implemented
successfully when...
!
It addresses a defined There is a defined
marketing objective! lifecycle!
There is a clear purpose A promotional plan is in
why a shopper would use it! place to support it!
Our shoppers use
the technology!
11. Carlʼs Jr / Hardeeʼs
Program Elements!
Social!
Native Facebook app
features game functionality!
Rewards Program integrated
across platforms!
Apps! LBS!
Native apps in Android & Tied to Hardee's/Carl's Jr.
iPhone platforms! store locator, rewards issued
for check ins!
12. How Carlʼs Jr/Hardeeʼs Created Meaning
!
marketing objective! lifecycle!
Drive store visits! Lives with the rewards program!
purpose! promoted!
Get deals! TV, online: Rewards Program
integrated across platforms!
use!
Non-smartphone users
served by Facebook App!
15. How GNC Created Meaning
!
marketing objective! lifecycle!
Drive sales! Solves a core business challenge!
purpose! promoted!
Help shoppers understand In store, on website!
stuff in bottles!
use!
Shoppers have iPhones,
mobile site supports others!
17. IKEA
Program Elements!
Augmented Reality!
App stores pictures of items,
overlays them on to
the camera view!
Messaging! Mobile site! LBS!
Users can sign up for SMS Mobile site built around store Linked with
alerts of Ikea news locator, also showcases deals Ikea store locator!
and specials! and engaging content !
18. How IKEA Created Meaning
!
marketing objective! lifecycle!
Drive sales, reduce returns! Ongoing – solves a core
business challenge!
purpose!
A key challenge of furniture
promoted!
In store, on website, in catalog!
shopping: visualizing how
furniture fits into home!
use!
Global experience with iPhone
apps, site serves everyone!
21. How Coach Created Meaning
!
marketing objective! lifecycle!
Drive sales! Can live on by creating programs
around different designers!
purpose!
Deepen shopper/designer
promoted!
In store, on site!
connection!
use!
Coach shoppers index higher
to smartphones!
22. Old Navy + Shazam Partnership
Old Navy Records!
24. How Old Navy Created Meaning
!
marketing objective! lifecycle!
Drive brand engagement! Could live on with new artists,
commercials!
purpose!
Deepen connection
promoted!
In store, on site, TV!
with shoppers via music!
use!
Teens index higher to iPod
Touch, Android devices!
27. How iButterfly Created Meaning
!
marketing objective! promoted!
Deliver coupons to shoppers! Online!
purpose!
Gamifies deal acquisition!
use!
Implements technology that can be
used by the primary target audience!
29. Toys r us
Program Elements!
Apps! LBS! Code scanning! Messaging!
Native iPhone app! Store locator! Scan barcodes for Coupons delivered via SMS!
product details!
30. How Toys R Us Created Meaning
!
marketing objective! lifecycle!
Drive sales! Solves long term
business challenges!
purpose!
Close sales through coupons
promoted!
Online, in store!
and product information!
use!
Significant share of parents
using advanced devices!
33. How GranataPet R Us Created Meaning
!
marketing objective! lifecycle!
Drive trial! Short term!
purpose! promoted!
See the satisfaction dogs get Promotes itself!
from GranataPet food!
use!
Any device that can
run Foursquare!