HIGHLIGHTS: October 2024
Happy November!
The rain has returned here in Seattle after a gorgeous summer. Every year feels dark and depressing for a few days until I'm reminded that ski season is just around the corner.
October was another busy month in the world of emerging technology for marketing, packed with new use cases and examples of brands and agencies leaning in. Not surprisingly, GenAI continues its explosive growth. Some executions remain a little gimmicky but it is interesting to see use cases expanding into packaging, as in the examples from Mattel and Gatorade below. There were also some interesting stories around AI usage for analyzing retail data and enhancing targeting, and a bit of a feel-good story around Haleon's usage of the technology to improve inclusivity in advertising. I won't use the "M" word, but there are a few great examples leveraging immersive technologies as well.
With that, onto our top stories from the last month!
TOP EXAMPLES:
Gatorade introduces AI-powered personalization - Gatorade has enhanced its Gatorade iD membership platform by integrating Adobe Firefly's generative AI, enabling users to design custom squeeze bottles with AI-generated images. This feature allows athletes and fans to express their individuality by creating personalized designs that reflect their favorite sports and hobbies.
Mattel Taps Adobe AI for Barbie Packaging This Holiday Season - Mattel has collaborated with Adobe to utilize its Firefly AI platform for designing this year's Barbie doll packaging. The AI-generated designs feature intricate backgrounds, such as a picture frame and bow motif for the Holiday Barbie and a basketball court scene for the Sue Bird Barbie. This integration of AI streamlines the design process, allowing for rapid visualization and iteration of creative concepts.
Haleon pilots AI tool for health ads with inclusive precision - Haleon has introduced an AI-powered Health Inclusivity Screener to enhance the accessibility and inclusivity of its health advertising. This tool evaluates digital marketing content for accessibility and representation, ensuring messages are easily understood and diverse. In a pilot with Panadol ads across nine global markets, Haleon identified opportunities for adjustments, such as diversifying age and skin tone representation.
Diageo leans in to AR innovation with new mixology platform - Diageo has launched an augmented reality (AR) mixology platform, offering consumers an immersive experience to explore cocktail recipes and techniques. This innovative tool allows users to interact with virtual bartenders and discover new drinks, enhancing their at-home mixology skills.
Disney Tackles Gen Z with ESPN Football Island in Fortnite - Disney has introduced "ESPN Football Island" within Fortnite, offering players football-themed challenges and mini-games like "Touchdown Rush." This immersive experience, featuring real-time ESPN updates and game highlights, aims to engage Gen Z audiences by blending sports content with interactive gaming.
Disconnect to Reconnect: Heineken’s 'Boring Mode' Puts Phones on Mute for IRL Moments - Heineken has introduced "Boring Mode," an app designed to minimize smartphone distractions during social gatherings. By blocking notifications and disabling certain features, the app encourages users to engage more fully in real-life interactions. The app was promoted at live events using infrared technology, displaying a hidden message to download the app and get back in the moment.
Lastly, a trio of AI-enhanced data-driven executions - Hershey utilized AI-driven algorithms to optimize its Halloween marketing, reallocating media buys to underserved markets like Topeka, Kansas. Similarly, Nestlé and General Mills' joint venture, Cereal Partners Worldwide, enhanced decision-making by integrating the Max GenAI Assistant, streamlining data analysis across markets. Walmart expanded its data analytics platform, Scintilla, to provide brands with actionable, real-time insights into customer behavior and inventory trends, enabling swift, precise decisions in supply chain management and in-store promotions.
That's all for this month's highlights. Thanks as always for reading.
See you next time!
