![]() “We think going big in digital and technology … will create value by unlocking insights, growth, and efficiency across every aspect of our business.” Looking to learn more about digital transformations and innovative marketing techniques? Register for this year’s Consumer Goods Sales & Marketing Summit, being held on October 26 through 28 in New York City. “The pandemic has reinforced our belief that our scale in food can create distinct competitive advantages for General Mills,” said Dana McNabb, chief strategy and growth officer, at the Consumer Analyst Group of New York (CAGNY) conference earlier this year. The brand is looking to build up its first-party data library, and also bolster its analytics strategy to create a more robust experience for consumers that creates ongoing learnings that drive further innovation. I t is also investing in ways to get even closer to its consumers, even recently launching its first consumer loyalty program. Parent company General Mills' has leveraged augmented reality for its Cheerios brand in the past, allowing customers to create their own virtual forest or wildflower garden. It’s no surprise the cereal brand is launching initiatives that encourage brand interaction. General Mills Looking to Get Closer to the Consumer for a tooth-whitening algorithm and AR experience through which consumers use their smartphones to visualize what their smile would look like after using the Colgate-brand Optic White Overnight Teeth Whitening Pen for two weeks. Recently, Colgate-Palmoive partnered with Perfect Corp. Other brands have zoned in on opportunities to leverage AR to showcase real-world results related to product offerings. For example, Nike recently launched a pop-up store that provided a content studio as well as in-store augmented reality features. Many brands are also looking to disrupt the traditional store experience, marrying digital and in-person shopping by introducing AR and digital opportunities to engage through social media. The company also jumped into gaming with its Fortnite launch. Lucky Charms are delicious frosted, toasted oat cereal with marshmallows. Chip brand Doritos, owned by Frito-Lay’s division of PepsiCo, recently allowed consumers to transform their surroundings into Doritos as part of ongoing social media efforts on TikTok and Snapchat. This isn’t the first time a brand is embracing AR in order to cement a loyal fan base and encourage interaction.
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