Shopper Marketing - January 2017 - 88
The Weather Co. and its
Weather Channel mobile app
are hosting the first Watson
Ads from IBM, which are
mobile ads that consumers
can engage with over voice
or text. Campbell Soup, GSK
Healthcare and Unilever are
the first brands to launch
Watson Ads on the app. The ads will be recognizable by a Watson Ads
logo. A user can interact with a Campbell ad, for example, by asking it a
question like, "What can I make for dinner?" and receive a tailored recipe
idea in that space. Unilever will use Watson Ads for its Hellmann's and
Country Crock brands. GSK will promote Theraflu.
... engaging ads.
Unilever's Lipton tea brand launched four mobile videos - meaning they were produced for
full-screen, vertical video viewing on smartphones - that tell the stories of some Millennialaged tea farmers in Kenya who help
make Lipton tea but are also passionate about so much more, like music
(one group of farmers goes by the rap
name Aroma 3). The vertical videos are
promoted with the #BeAMaker hashtag.
The company says it wants to connect
the Millennial tea farmers to its Millennial consumers around the world. It's
short-form content that attempts to
make the tea brand a bit more transparent on where it comes from and who is
making it. Lipton Tea shared the videos
on its social accounts like Twitter and
Facebook, and the videos could be
seen on YouTube and Vimeo.
... vertical videos.
SHOPPER MARKETING JANUARY 2017