#havas3is

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Deutsche Telekom - The Lenz App

By partnering with Gorillaz for these two mixed reality apps, Deutsche Telekom shows the power of its network to host such experiences and creates strong brand association whenever people see its signature colour. 

Electronic Beats, Deutsche Telekom’s music and lifestyle division, has partnered with virtual band Gorillaz to promote their forthcoming album, Humanz.The partnership includes the launch of two augmented reality apps that provide fans with content about the band.The Lenz app turns Deutsche Telekom’s brand colour – magenta – into a canvas for digital content.

The app uses chroma keying, which also powers green screen technology in the film industry. Whenever users open the Lenz app and point their device’s camera at something magenta – a wall, a t-shirt etc – the object, when viewed through the device, becomes a screen onto which Gorillaz content, such as artwork, videos and new music, is projected.

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The future is Female

So, which is it? Are women forever to be the subordinate sex, or are they the face of the future? We undertook this study to find out how much has changed in society’s attitudes toward gender and gender equality.

Discover the full report here

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Introducing the Nike NBA connected Jersey

Sports brand creates replica basketball jerseys with NFC chips that unlock team and player content

Nike has unveiled a range of connected NBA jerseys as it begins an eight-year sponsorship deal with the basketball league.

The Nike NBA Connected Jerseys are fitted with an NFC chip that unlocks team and player content, including pre-game footage, highlights and stats, and music playlists curated by the league’s stars.

To access this content, users must download the NikeConnect app onto their smartphone and then tap their device on the NFC chip, which is hidden under a label at the bottom of the jersey. After signing in with their NikePlus account, users are taken to a ‘celebration page’, about the player whose jersey they’re wearing and his respective team.

In addition to the player and team content, the app has a tab for related offers on licensed products, tickets to games, upgrades for NBA 2K18, and other experiences.

“In our new connected era, Nike will lead with products that build a relationship with our consumers,” said Trevor Edwards, Nike’s president. “With NikeConnect, we deliver to basketball fans everywhere the personal and premium experiences we know they love.”

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This white paper introduces the importance of megatrend analysis, provides a step-by-step process for conducting megatrend analysis through Euromonitor International’s own experience and demonstrates where and how to apply megatrends to achieve growth.

Download the full report here

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Alibaba has launched the TAO CAFE

Alibaba has launched a cashier-free store in Hangzhou, Zhejiang province in China. The Tao Cafe is open to the public and sells fast food and beverages. Customers need Alibaba’s Taobao app in order to enter through the cafe’s subway style barriers. To buy a product, they simply pick it up and carry it out of the store. As customers leave, their bill is automatically paid via the Taobao app’s payments system.

Read the case here

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AUGUST 24, 2017ROYAL CARIBBEAN INTERNATIONAL - THE SEASEEKER TEASER

Get ready to dive into a first-of-its-kind Snapchat Spectacles experience.

Royal Caribbean has launched a scuba/snorkelling mask with built-in Snapchat Spectacles so that holiday makers can get social under the water too. Called “SeaSeekers” the Goggles will be available for customers on select Royal Caribbean cruises around the world, as part of its #SeekDeeper campaign. Royal Caribbean says the goal is to receive a patent for the product and then equip ships with the goggles so guests can rent them!

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WTF is AI?

The rise of the machines? The robot revolution? Tech marketers and PR pros have been working overtime to sell the industry on artificial intelligence by comparing it to everything from C-3PO to Cylons.

In reality, the AI revolution in marketing has been quieter but ultimately more consequential than any killer robot fantasy. Marketers are using AI to understand their customers habits, analyze data, respond to questions on social media and build confidence. In this guide, we’ll look at the spectrum of technology that spans simple algorithms to fully realized machine learning. We’ll look at practical applications in search, social media, and display, and we’ll finally cut to the chase about how we classify programmatic, all to answer one question…

Download it here

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Media 2020: Refresh - Helping brands prepare for the future

This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.

More than 250 senior marketers across a range of industry sectors took part in interviews and an online survey to understand how attitudes are changing and to identify emerging trends.

It emerged that in the ecosystem of 2020 for all major brands, resources will be organised around profitable growth and customer retention, and campaigns will be built on data platforms and powered by data insights.

More consistent measurement standards will be developed and adopted to enable better attribution, and more relevant and customised KPIs will become barometers of accountability.

Client and agency organisations will embrace more flexible and agile ways of working and collaboration across disciplines and companies will become an essential behavioural attribute.

Download the full report here