Keep up-to-speed with the latest developments in the world of marketing in our monthly round-up. For November, there were advances in virtual reality and artificial intelligence, as well as a whole new social media platform with a focus on conservation.
Read on to find out what you need to know:
KLM looks to inspire travellers with virtual reality experiences
National carrier of the Netherlands, KLM has launched a new virtual reality (VR) platform called iFly, which allows travellers to experience a destination at home. It is the closest holidaymakers can get to visiting a place without actually going there and is designed to provide inspiration for future trips.
At present, there are three VR shows available to users of iFly, with each one hosted by ‘fearless chef’ Kiran Jethwa. In the first edition, he takes users on an adventure to Thailand to find out more about a specific type of coffee and comes across some very friendly elephants.
Emma Dodd, travel writer at Axonn Media, said: “VR is an exciting prospect for the world of travel marketing, as audiences become more accustomed to seeing destinations in detail before visiting. It is likely to appeal to the super organised traveller that likes to know exactly what to expect and the lay of the land before arriving.”
Lexus uses artificial intelligence to write its new ad
There has been lots of speculation about using artificial intelligence (AI) to create content in the past and Lexus has proven it can work. The Japanese car manufacturer has filmed a new ad that was entirely written by Watson, the question-answering computer system developed by IBM.
To create the ad for the new model, Watson analysed 15 years’ worth of adverts that have won awards in the luxury space and distilled them down to their key components. These elements were then used to make a script, which was then turned into an ad with the help of Oscar-winning director Kevin Macdonald.
John Simpson, content editor at Axonn, reacted by saying: “AI and autonomous systems have been steadily becoming commonplace in the latest new models entering car showrooms, so it’s no surprise that the marketing for these very products are incorporating AI too.”
Iceland has its festive ad banned
It’s often said that there’s no such thing as bad publicity, as Iceland found out last month when it had its festive ad banned by regulators. Clearcast deemed the film, which was created with Greenpeace, to be too political to be shown on TV screens and was instead launched on YouTube.
This undoubtedly led to much more awareness of the ad in the public consciousness, with numerous news outlets covering the story. In fact, people became so impassioned that Clearcast had to close its Facebook page and switchboard due to the number of complaints it was getting about the ban.
Lisa Dunbar, account manager at Axonn, commented: “It’s great that Iceland are removing palm oil from their own brands, as it’s a strong stand to take. I wouldn’t have banned this ad, but it was a stroke of pure marketing genius for Iceland. They have still raised awareness with such an emotive ad, which has caused quite a buzz in the media.”
WWF launches its own social media app
Just when it seemed that the social media market was saturated, another platform has appeared on the scene. This time, the new app is focused on conservation and is brought to us by the World Wildlife Fund (WWF).
Complete with exclusive frames and stickers, WWF Selfies taps into the trends for ditching plastic and self portraiture in social media. Users with a high level of influence will be rewarded with Jets, the in-app currency.
Joanne Lam, community manager at Axonn, said: “For several years, there has been growing discontent around the difficulty to make a real impact due to the combination of declining organic reach and a savvier public that increasingly looks to their peers rather than being swayed by advertising or celebrity endorsements. Perhaps recent partnerships with the JET8 Foundation hint at a change in the attitudes towards how social media can be used to empower and mobilise social movements.
“With the right execution, decentralised engagement networks (DENs) could potentially be an effective means for brands to build an engaged community of their supporters and encourage advocacy. It may be unlikely to spell the end of the influence of the leading social networks, but it could be a small step towards organisations trying to take the reins. The question is: will users follow suit?”