! ! # 3! !KEY TAKEAWAY! USE TECHNOLOGY BUT...! ! !!...never create a campaign that is driven by thetechnology, itself. Rather, ﬁnd technology that ﬁts yourgoals, including extending your brand’s sense ofpurpose.!The number of mobile devices is growingexponentially worldwide. Even though this operationcould have been carried out using a classic website,the mobile app was a smart use of technology thatreinforced the idea that happiness is all around us.!!! 53!! LaMercatique!