DIGITAL DIGEST: 6TH APRIL 2017
Emma Saddleton and Abbey Torranceround up the best social and mobile news from the last few weeks in this, the Digital Digest.
French Airline Partners with Uber to Create UberESCAPE
Have you ever dreamt of being able to finish work and then just hop on a flight to an amazing destination for the night?
Well, the idea has been brought to life in France. The budget airline company Transavia sought and created a collaboration with Uber which allow users to book a flight from their nearest airport with the cost added to their Uber bill.
The campaign launched this week in Paris, Lyon and Nantes and is called UberESCAPE. For one week, Transavia’s flights will be connected to the Uber app. When the app is opened in addition to proffering all the usual car options, users will see an UberESCAPE button. This menu lists tickets for flights taking off from the nearest airport.
This is a brilliant campaign which puts users at the centre. The thought behind it is simple: why not make taking a flight as simple as ordering an Uber to the airport?
The North Face Employs Weather-Based Targeting on Spotify
Here is a great example of a brand using open data sources, like weather data, to refine and target their marketing.
Activewear retailer, The North Face, is launching their new Apex weather-proof jacket and have created a unique campaign with Spotify. Utilising mobile geo-location technology, Spotify will only play a song (which The North Face have created with Texan rock band, White Denim) on their platform when it is raining.
“Our entire brand is based around the idea that adverse and changing conditions aren’t just to be tolerated, they are what shapes a great life lived outdoors,” said Tom Herbst, Vice President of Marketing at The North Face in an interview with Mobile Commerce Daily.
This is a brilliant example of brands taking creative and ‘out-of-the-box’ thinking towards their marketing.
Yahoo and AOL Merge to Become Oath
The merger between Verizon-owned Yahoo and AOL – which comes to a close at the end of this month – finally has a name. And the name is Oath. As Yahoo’s search, mail, content and ad-tech businesses merge into Verizon alongside AOL’s properties, Oath may become large enough to become a challenger to the likes of Facebook and Google.
More details are due to come in the summer, with AOL only cryptically saying, "In the summer of 2017, you can bet we will be launching one of the most disruptive brand companies in digital.”
We’ll be keeping an eye on this and will update in the months to come.
You Can Now Order Pizza with Your Shoes
Pizza Hut has launched a 360-degree quest to win a pair of their latest innovations, Pizza Ordering Pie Tops. Driving online through a content series, users enter a 360-degree world to hunt for the last few pairs of shoes. The campaign was created to promote Pizza Hut’s sponsorship of the NCAA tournament.
Spanning different ordering touch points including Amazon Echo and Fire TV this is a fun campaign tying back into a digital platform and will drive high engagement amongst the sports-loving audience.
We want a pair (but sadly, this promotion is for the US only).