Human Brand Experiences in the Time of Tinder

2. © Copyright 2014 Closer To Limited trading as Closer. All rights reserved. • We now consume over 5 times the amount of information we did 20 years ago • We see over 3000 brand messages a day, but how many do we remember? • This information overload has increased our impatience – 50% of UK say they have become less willing to wait in the last 5 years

7. © Copyright 2014 Closer To Limited trading as Closer. All rights reserved. • One of the most successful activations at last year’s SXSW festival • Users tweeted their location to Mophie and a St Bernard dog would arrive to their location with a portable battery charger • Satisfied a real need state – low battery at festivals

8. © Copyright 2014 Closer To Limited trading as Closer. All rights reserved. • Volvic’s Tough Mudder presence last year gained massive cut through • Participants gladly welcomed their volcano style hot tub at the end of the event • It satisfied a genuine need state and was contextually relevant • Whilst both of these activations satisfied a need state, their novelty also was a driver of their success

9. © Copyright 2014 Closer To Limited trading as Closer. All rights reserved. • Novelty and exclusivity were both important factors for Cornetto’s sampling campaign last year • Uber users could simply log into the app and request a cornetto to be delivered to their location • The stunt was massively oversubscribed with the majority of people missing out • It generated far more media coverage than any regular sampling activity

10. © Copyright 2014 Closer To Limited trading as Closer. All rights reserved. • Allowing the user to interact with the experience using their own device decreases barriers to participation • Mc Donald’s OOH activation also worked in this way, allowing users to participate in a game of pong on an interactive billboard using their devices • This helped to create a smooth experience that people could glide through

11. © Copyright 2014 Closer To Limited trading as Closer. All rights reserved. • Oreo’s recent activation took the glide premise quite literally • By transforming staircases to slides, Oreo injected the mundane commute with wonder and fun • The beauty of this campaign was in its simplicity as it required very little effort from the participant but still remained a memorable experience