HIGHLIGHTS: December and Full Year 2023
This is a bit of a double post, featuring my usual monthly highlights from December and - BONUS! - a summary of last year's most popular stories.
Let's dive in...
DECEMBER 2023:
MOST INTERESTING EXAMPLES:
Lego and Epic unveil kid-friendly metaverse - Lego has long been on the cutting edge of using new technologies to engage fans across multiple platforms, building tech into its products and marketing efforts alike. Now, they’ve launched a Lego-themed version of Fortnite in partnership with Epic Games.
Coach expands virtual try on for the holidays - Building on the brand’s experiment with AR virtual try on from earlier this year, Coach has partnered again with Zero10 for a virtual try on experience across five physical stores.
NHL's LA Kings engage fans with AR activations - Mobile-activated augmented reality experiences excel at engaging fans in new ways, and the NHL’s LA Kings are the latest example of a sports team leaning into the technology to bring a new dimension to home games…
"Elf" comes to Roblox - Warner Bros and New Line Cinema are celebrating the 20th anniversary of the beloved holiday movie (and seeking to reach a younger audience) by launching a new experience in Roblox.
MOST INTERESTING PLATFORM NEWS:
OpenAI, Meta, Microsoft Chase Wearable AI - Excellent roundup from the Information on the current state of wearable AI pursuits amongst big tech and AI startups alike. The next major era of computing is on the horizon and perhaps one of these devices will be the one that starts the revolution. Expect CES 2024 to provide additional glimpses of the next major computing platform…
DTC Brands Test GenAI with Mixed Results - Interesting story from AdAge on some of the ongoing challenges with GenAI powered image generators; highlights the potential efficiencies balanced by need for specialized expertise, which can offset some of those efficiencies.
MOST POPULAR STORIES OF 2023:
In reverse order, saving the most popular for last:
McDonald's CM/CX-O reviews app-focused loyalty reboot - (Oct 17) At a DPAA event, Tariq Hassan spoke about how the QSR power house has transformed its marketing strategy across a number of dimensions - including rebooting the brand’s loyalty program and the role that mobile played in that reinvention. Great case study on the value and importance of first party data, among other things…
Dentsu Creative's "Artificial Client" gives AI-generated feedback on your work - (Sep 14) This is a really fun experiment from the agency holding company - they have created three different AI-powered client archetypes who will provide feedback on your creative work - be it a UX design, identity design or a TV commercial script. If you don’t have any of that handy, the AI engine will create one for you so that you can receive feedback. Obviously more for laughs than serious feedback, but it is a fun demonstration of what AI can do …
Macy's leaps into the shoppable metaverse - (Oct 20) The metaverse has had its fair share of detractors over the last year or so, but this iconic retailer is jumping in with two feet - launching a new 3D gamified experience that hooks into e-commerce as well. The experience was built in partnership with Journee.
Welcome to the Immersive Age: the Third Era of Marketing - (May 3) An original essay summarizing three eras of marketing.
Nike uses WebAR "Sky Effects" in Women's World Cup celebration - (Jul 25) Consistently one of the world's most innovative marketers, Nike earns our top slot for 2023. Niantic’s 8th Wall WebAR platform released a feature called “Sky Effects,” enabling developers to create amazing WebAR experiences up in the air. Nike put it to good use in this very cool example tied to PayPal Park in San Jose.
