This document discusses how various companies have used different types of data in creative marketing campaigns and applications. It provides examples of campaigns that have utilized personal data, location data, environmental data, and back office data. The campaigns personalized experiences for users by incorporating real-time weather data, personal profiles, GPS locations, social media content, purchase histories, and driving behavior data. The document advocates for the use of different data sources to power innovative and engaging marketing initiatives.

1. The new creative toolkit Part 1 - Data Steve Sponder Group Strategy Director – Lawton Communications Group blog.stevesponder.com // @stevesponder www.lawtoncommsgroup.com V1.0 March 2011

2. Sony Music – Lissie Music Video After choosing your location this music video is personalised using real-time weather data from that location . Visit Site Environmental Data

3. Virgin Media – Terminator: The Sarah Conner Chronicles This campaign provides a personalised mobile video clip by utilising personal data and location data. View Case Study Video Personal and Location Data

4. Vodafone – Taxi Grand Prix An online racing game that tracks your chosen two taxis from a list of 10 using GPS and plots their accumulative mileage data on the map. View Case Study Video Environmental Data

5. Sony Vaio – Media Monster Wars A Facebook app game that utilises data from your Facebook wall to power your ‘media monster’. View Case Study Video Personal Data

6. MySpace Music – Fan Video By logging in with Facebook Connect this app creates a personalised video by dropping in your profile picture. Visit Site Personal Data

7. Starbucks – Meet me at Starbucks A Google Gadget that enables people to find a local Starbucks coffee shop and then invite their friends or colleagues to meet them at that location. Back Office Data

8. Sense Networks – CabSense The CabSense mobile app uses historical data of more 90 million rides taken in some 3,000 taxis over the past year and prediction math to figure out the best corner to hail from, and when to do so. Environmental Data

9. LoveHoney – UK Sex Map An interactive map of the UK that aggregates customer purchase data to show the sexiest places in the UK. View Case Study Video Personal Data

10. First Direct – First Direct Live This campaign provides a real-time view of consumers online opinions by aggregating data from eight million social media sites. Personal Data

11. Fiat – Eco-Drive This app analyses your journeys in an Eco-Drive enabled Fiat and converts your driving data into simple, clear facts and figures, like fuel consumption, CO2 and money saved. Visit Site Environmental Data

12. The new creative toolkit Part 1 - Data Steve Sponder Group Strategy Director – Lawton Communications Group blog.stevesponder.com // @stevesponder www.lawtoncommsgroup.com V1.0 March 2011