2. Hungry Spotters – Snickers x Spotify
Marketing campaigns Snickers
This campaign also uses AI — this time, to spot people who seem to be behaving out of character and play a Snickers ad to them. Let us explain.
Suppose a user would always listen to rock, and then they suddenly switched to a completely different genre. The tool would identify this as unusual and play a song that Snickers and Spotify wrote instead of a typical ad (in the Rock, Pop, or Grime genre, depending on the user’s listening data). Each song was calling the listener out for swapping genres, slightly making fun of them.
This ties back to the famous “you’re not you when you’re hungry.”
Mobile advertising The lenz
Bands and music artists aren’t traditionally the ones to use mobile-first marketing, although that is changing on social media. Gorillaz was a trailblazer in a trending, cutting-edge niche — marketing campaigns that use AR-powered apps. That is very fitting for the world’s biggest virtual band.
The Lenz app allowed users to access entirely new and never-seen-before content produced by Gorillaz. All users needed to do was open the app and point the camera at any magenta surface. The app would transform these surfaces into digital portals with audio and visuals.
The app featured exclusive music, a virtual look inside the Gorillaz house, incredible art, and more.
4. Postcard or Direct Mail – The Motley Fool
Mobile app marketing strategies
This campaign blends everything from personalization and traditional marketing channels to predictive analytics and mobile app promotion.
The Motley Fool team launched Direct Mail to support a new investor service. This financial and investing advice service asked its subscribers if they’d like to receive a physical postcard. If they agreed, they would send a personalized card, which people could scan with their app to see an embedded video. The postcards were themed after users’ favored retirement destinations (beach, mountains, golf course, etc.).