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IoT is everywhere today – from the smart devices in our homes to the QR codes we see in advertisements these days.
However, there is still so much uncharted territory in IoT marketing. Here are six IoT marketing examples that will inspire you to explore all the ways you can use this technology in your strategy.
How does IoT work in marketing?
The Internet of Things is the connection of everyday products such as cars, alarm clocks and lights to computing devices via the Internet. It allows them to share data with each other, giving marketers more context about their customers’ product usage.
This, in turn, enables marketers to convey more relevant messages and leads to greater customer engagement.
For example, if you run out of milk or it spoils, a refrigerator connected to the Internet could recognize your need and display a message on your screen or phone about the best milk deals in town. You can even order a box through one of these devices if the cooler company works with the grocery store.
As IoT technology connects the Internet to objects that are ubiquitous in our daily lives, marketers in nearly every industry will be able to engage consumers at every stage of the customer journey.
IoT Marketing Examples
1. Coinbase’s Superbowl ad
Every year, brands spend millions of dollars on a 15- to 60-second ad spot during the Superbowl.
When Coinbase, a cryptocurrency exchange platform, shared its commercial during the 2022 Superbowl, some viewers were confused, while others were fascinated.
Their one-minute ad featured a QR code bouncing across a black screen, reminiscent of the “DVD” logo on older TVs – with creepy background music.
When viewers put their smartphone camera on the QR code, they were directed to the platform’s websites, where they were offered $15 to sign up and download the app.
QR codes are considered gateways to IoT devices and allow brands to find creative yet affordable ways to market their products and services.
The commercial was so successful that the website crashed.
2. Heineken’s The Closer
In June 2022, the Heineken brewery launched a campaign inspired by employees who work from home after the pandemic and find it difficult to disconnect from work.
The company announced that it will be holding a giveaway on June 8 to send consumers a Bluetooth-connected bottle opener that will close work apps when in use.
Using IoT technology, the “Closer” would detect the opening of the bottle using an accelerometer, communicate with the user’s device via Bluetooth, and stop selected work applications.
In a press releaseglobal brand manager Bram Westenbrink, said that this device was created to solve the imbalance between work and private life.
“Given that the once-rigid boundaries between work and personal time are rapidly deteriorating following the COVID-19 pandemic, we want to spark a much-needed conversation about how important it is to resist societal pressures to stay busy and motivate workers. around the world to prioritize social and leisure time with the people who matter most.”
The sweepstakes lasted just one day, and the second half of that campaign involved an online “Calendar Closer” in which users schedule a meeting with up to three friends to receive $5 beer and entry into another sweepstakes.
This multi-faceted campaign shows just how creative brands can be with IoT marketing.
3. Walgreens IoT ad displays
In 2019, Walgreens began testing digital refrigerated doors that would target store visitors with ads, partnering with brands like MillerCoors and Nestlé that were willing to test their products.
Here’s how it worked: Sensors and cameras placed inside the refrigerators would combine with facial recognition technology to determine what to promote to shoppers based on age, gender, weather and more.
For example, a young adult might be shown sodas and an older person beer. For the brewing company MillerCoors, this test seemed promising.
In a statement, MillerCoors’ senior marketing manager said one of the biggest obstacles they face is that customers don’t know they can buy beer at drugstores. Such targeted ads could dramatically increase sales and provide better insight into consumer behavior.
This marketing strategy offered a unique opportunity to market to consumers immediately at the point of purchase, which is unheard of in an offline environment.
4. Diageo
In 2015, Diageo, a leader in the alcoholic beverage industry and Internet of Things marketing, announced the launch of a smart bottle.
Here’s how it works: With every purchase of a bottle of Johnnie Walker Blue Label, users would receive personalized messages to consumers who read the printed sensor tags with their smartphones.
The brand said the goal is to improve the consumer experience and make it easier to send targeted and timely marketing messages.
This is a fantastic example of how to improve the relationship with the consumer after the purchase is made. Brands often focus their resources so heavily on customer acquisition that they don’t think about acquisition marketing strategies.
5. Allen Solly
It’s not uncommon for brands to ask customers to tweet something, but the request is often not met with much excitement or buzz unless the customer feels they’re getting something in return.
Using the Internet of Things, connecting social media hashtags, and gifting products may be easier than ever – and a lot more fun.
Allen Solly, a clothing brand, created an interactive billboard of shirts in Bangalore, India.
As users tweeted #RainingSolly, a computer connected to the billboard would select a solenoid (a coil wound behind the t-shirt) to push the t-shirt off the billboard and a random consumer would win.
Allen Solly found a unique way to encourage consumers to share their brand on social media, while also allowing people to interact as a community in person.
6. Nivea
Print ads and IoT technology probably seem like two different ends of the marketing spectrum—the past and the future. But they might not.
Nivea Sun Kids created a campaign that combines the two by offering bracelet bands that parents can peel off and put on their children’s wrists in an ad for a Brazilian magazine.
The wristbands had built-in locators that, when combined with Nivea’s mobile app, allowed parents to set the maximum distance their children could wander. If the child wandered beyond the maximum distance, the app notified the parent. The radar also showed whether the child was approaching or receding.
Nivea’s creative campaign likely drove word-of-mouth advertising among parents in Brazil, as well as portraying the brand as thoughtful and innovative.
We’ve only scratched the surface when it comes to IoT marketing. While some tactics require more resources than others, there are many affordable and creative methods that brands can use to incorporate IoT into their marketing strategy.
Editor’s note: This post was originally published in July 2018 and has been updated for completeness.
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