In the latest issue, we take a look at a Virtual Assistant for gaming; a new gig app called Pickle; the newest food and drink that involves cheese and tea (together), and much more.

1. May 2018

2. TRENDS ACROSS
THE PLANETIn this month’s edition of Trends Across the Planet, we take a look at a virtual assistant
for gaming, a new gig app called Pickle, the newest food and drink that involves cheese
and tea (together), and much more.
Happy reading!

3. GAMING
APP OF THE MONTH
TECHNOLOGY
JUST FOR FUN
QUOTE & STAT
OF THE MONTH
SPORTS
TECHNOLOGY

4. SOCCER STARS
In February, Adidas Football unveiled campaign videos created by
international soccer stars. Luis Suarez, Lionel Messi and Paul Pogba were
all asked to create their own individual films as part of the global Watch Me
Create campaign, which promotes Adidas’ Cold Blooded SS18 shoes. Each
player was given the creative freedom to develop their own film.
Futbol/soccer fans are passionate about their sport. Some of our own
research has proven that, for sure. It’s not just the sport they love,
it’s the players, too. That’s why this example showcases a smart,
strategic move by Adidas. The brand thought strategically about the
connection their customers have with the sport, the players and the
product. Inviting some of the biggest names in soccer to create their
own content promoting Adidas’ new shoe took the brand/customer
relationship to a new level, with the athletes (and the shoes) doing
most of the promotion—in a fun, unobtrusive way that connects with
the customer.
VIEW
SPORTS

5. SAM I AM
Sam, a personal gaming assistant, was beta-launched in Canada this past
January. Embedded into Ubisoft’s Club app, (Ubisoft is a France-based video
game publisher and the creator of Assassin’s Creed and Just Dance), Sam
responds to users’ gaming questions such as when titles are released or when
progressing to a new level, but also responds to random questions. Responses
include weblinks, videos, news stories and websites. The trial coincided with
the launch of a Daily Login feature, which offers insights into in-game behavior.
We’ve been saying it for a while, but 2018 will see chatbots continue
to evolve, moving away from being just general virtual assistants to
becoming more specialized in the consumer they serve. With Sam and
its primary focus on the gaming industry, it’s offering up both a service
and a relationship, providing entertainment, education, and—dare we
say it—companionship. That’s right, we said it. Brands that are “getting
it right this year” will be looking at virtual assistance and evolving it to
virtual companionship.
VIEWGAMING

6. MAKE UP MOBILE
In February at the Mobile World Congress, Samsung announced its plans to
integrate the Canada-based ModiFace’s beauty AR technology into the Bixby
platform. The integration allows S9 and S9+ cell phone owners to view AR
make-up simulations in real-time, via live video. With the ability to access
the service via the camera app, products from CoverGirl, Sephora, and
AmorePacific will be accessible.
Make tasks easier? Check! Make tasks faster? Double check! Make
them hassle-free? You have a winner. And, a winning brand. As
consumers, it’s in our nature to look for brands that offer solutions—as
big or small as they may be. While the definition of what that model
should be has changed, the underlying need is still the same—make
it easier, faster, hassle-free. With ModiFace and Samsung teaming
up, they’re taking AR to a new level. We find this particularly exciting.
Why? Others will follow suit, meaning the entire category will be
upping their game.
VIEW
TECH
NOLOGY

7. As consumers begin favoring in-store technology
over sales associates while they shop, retailers
must adapt to shopper expectations in the store
environment.”
- Farla Efros, President HRC
Retail Advisory
Millennials have taken on at least 300% more
student debt than their parents did.
Source: The College Board, Trends in
Student Aid
“
QUOTE & STAT
OF THE MONTH

8. RETAIL PARTNER
The Alpine.AI service debuted earlier this year as a way to help retailers interact
with customers who use voice assistants to shop. Alpine.AI imports a retailer’s
inventory to its software, uses artificial intelligence to answer customers’
questions about products, and employs machine learning to improve responses
(you got all that?). The service ensures that stores do not need to completely hand
off customer service to voice assistant companies during these transactions,
which has been a fear for both employees and customers.
The digital world is changing, haven’t you heard? But seriously,
the digital connection that consumers are experiencing and
seeking out is changing the brand/customer relationship in a
big way. As much as we embrace the way our interactions are
changing, there’s also an underlying fear of losing too much
control. Alpine.AI is doing a good job of toeing the line between
personal interaction and artificial interaction, offering a healthy
and acceptable balance for those who want to be eased into
the future and maintain a feeling of control.
VIEW
TECH
NOLOGY

9. IN A PICKLE
Pickle enables users to “dare” each other with things like shaving their
head or streaking naked across a street. Yes, you read that right. Other than
this, the app is similar to Handy and Task Rabbit, letting users say what
they want or need and how much they are willing to pay, while allowing
others to ask questions, negotiate and accept. Brokered through PayPal,
once the job is done, both parties rate each other, while the app takes 20%
from each completed job (10% from either side of the transaction).
Ah, the “gig econony.” You’ve heard of it, right? It’s bigger than ever and
getting more clever. With more people not wanting a standard 9-5 job
(does that even exist anymore?), many are looking to self-employment
as the way to have a better work/life balance. But, the path isn’t always
rosy—85% of side-gig workers make less than $500 a month, so why
not make it more fun? Pickle’s goal is two-fold—be a platform to help
those struggling to get “gigs” while trying to improve the experience and
stand out from the clutter at the same time. We chose this as our App
of the Month because of that—a great example of how a company can
play a meaningful role in the power of disruption.
VIEW
APP OF
THE MONTH

10. SAY CHEESE
Cheese tea. Yes, that’s right—cheese tea. Known as a must-have in China, the beverage is
starting to make its presence known in other countries. What is it? Well, most cheese teas
begin with brewed black or green tea that has been topped with a creamy cheese foam made
with whipped cream, milk and cream cheese, then finished with a pinch of rock salt. In the US,
several places have started to add the drink to menus, including Happy Lemon which describes
the drink as a “salty cheese tea to encourage adventurous drinkers.” Well, the girl on the cup
looks super happy, so how bad can it be?
JUST FOR FUN

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SOURCES:
Trendwatching
Cassandra Daily
The College Board,
Trends in Student Aid
Momentum Worldwide