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7x7 - ON THE RADAR THIS WEEK

BY TOBY BROWN, HEAD OF CONTENT

This week – Wetherspoon’s mystery dress code finally revealed, flying cars and a Deliveroo ad campaign with 46,000 different ads.

 

1.      Wetherspoons detonates its data

Many of us will have woken up from a top-class night in our local ‘Spoons with a random phone number scrawled on the back of a packet of pork scratchings and wondered who it belongs to – that dribbling skinhead who claimed you were his best mate, or that impossibly beautiful man/woman you were stalking all night?

Well, Wetherspoons itself has found itself in a similar position, maintaining a huge database of 700,000 customer’s details, with uncertain permissions and questionable value to the company, and in a bold move, just binned them all.

Rather than emailing customers with offers, it’s going to rely solely on its social channels and website.

The company says it took a decision to minimize all data it holds to prevent security breaches and be bulletproof when it came to GDPR.

Many have applauded the pub chain for basically admitting its email marketing strategy isn’t working and investing it’s energy into something more appropriate – will more brands hit the data reset button?

And if you’ve ever wondered about the Wetherspoons dress code, here it is in a nutshell: Please wear shoes.

 

2.      Deliveroo has an ad for every occasion.

Deliveroo is launching a summer campaign of hyper-targeted audio ads which serves up circumstance-specific combination of creative, resulting in a possible 46,000 different ads.

Running across Spotify and Digital Audio Exchange, the ads combine data on time of day, weather, local restaurants, location, nearby picnic spots and sports events to produce nearly-personalised audio.

Branded pick-up points in parks will allow Deliveroo customers to have their food delivered to them in key outdoor locations, such as parks.

Is hyper-targeted audio a tool charities could use to make acquisition messaging more relevant?

 

3.      Ad campaign of the week

Canadian mobile wireless network, Public Mobile are all about saving people money, so when they realised they didn’t really have the budget to create a glossy TV ad, they used their restrictions as a springboard, resulting in a series of ads which simply show the actors auditioning for what they think is an actual ad, acting out various activities like rock climbing & paragliding.

As someone who's failed an audition to be in a Walker's Crisps advert (for not being able to say "We should have turned left!" in a zany enough way), I like this – great way to reframe a problem as an opportunity.

 

4.      GoTBot will answer all your questions.

Ahead of the 7th season of GOT,  this excellent chatbot will remind you which characters are still alive, give you the low down on the power structures of Westeros or simply chuck Hodor jokes at you, depending on what you ask it.

Initially populated with the results from popular GoT Google searches, the Bot learns through its own AI.

30,000 Chatbots exist on Facebook Messenger – by 2020, 80% of brands are expected to use Chatbots in some form.

 

5.      Consumers underwhelmed by how brands use their data  

The latest study from loyalty agency ICLP claims most consumers don’t want to share data with brands:

·         71% of British consumers don’t think it’s worth sharing personal info with brands

·         48% don’t feel their data will be treated with respect

·         28% say retailers remember their purchase history and only

·         30% get personalized recommendations

 

6.      Ribena Doodles on your world

Ribena have launched an app which allows users to create videos with animated characters to share across social channels.

Additional characters are unlocked by saving or sharing content once a day.

It’s part of the £4m #Doodleyourworld campaign, which will also showcase new interactive Ribena packaging that allows consumers to access more content once scanned. The app is available on IOS and Android.

 

7.      Volvo take to the skies

Volvo have pledged to make sure all their cars have an electric motor by 2019. Which is great. But quite boring. More importantly, Volvo’s parent company has bought Terrafugia, a start-up that makes “the world’s first practical flying car”.

Which is way less boring, because, flying cars.