New technology -- Game of Drones! 23 SEP 2014 Drone experimentation shows no signs of slowing, as Google and Amazon test drone delivery services and the aerial technology enters the realms of art and popular culture. In fact, drones could grow to an $11 billion industry by 2024. Recognizing the enormous potential for these flying machines, marketers are increasingly utilizing them to promote products and generate publicity. Wokker Dronevertising: To capture the attention of busy office workers and entice them to eat lunch at Asian restaurant chain Wokker, creative agency Hungry Boys released ten drones with banners promoting the eatery’s offerings around high-rise business centers in Moscow. The unmanned aerial vehicles, which were deployed at a time when hunger typically sets in, flew next to windows to ensure that they wouldn’t go unnoticed by even the most focused employees. Reports show that the number of food orders near these business centers rose by 40% following the campaign, demonstrating that the use of non-traditional advertising really can be effective. Cup Noodles #cupdrones: Cup Noodles, the Nissin-owned instant ramen company, touts convenience among its key attributes. To emphasize this point, Dentsu Brazil created a fantastical video in which drones that are transformed into cows, chickens, shrimp, and corncobs (i.e., the brand’s flavors) deliver the noodles to young consumers engaged in activity with minimal interruption. Surfers, skateboarders, rock climbers, and other action sports enthusiasts are pleasantly surprised when the food appears from the sky via the emerging technology. While there’s been much controversy surrounding the use of drones, the ad features them in a lighthearted way, conveying that Cup Noodles is an accessible snack to be eaten anywhere. Sprite Zero “Refresher”: When launching Sprite Zero in Turkey, Coca-Cola sought to highlight how refreshing the soda is in an unexpected and social way. The beverage giant worked with Ogilvy & Mather Istanbul to create a guerilla marketing campaign in which mini drones doused people with water and released hundreds of cans of the soda. They promoted an app with GPS technology at the beach; when people used it, aerial vehicles arrived to help them cool off. The initiative, like Coca-Cola’s previous drone-based effort, was a hit since it both helped quench consumers’ thirst and allowed them to engage with the technology in a useful way. --from Cassandra Daily newsletter
Posted on: Tue, 23 Sep 2014 17:59:34 +0000