Consider what a company called EVRYTHNG, based in the United Kingdom, did for Diageo’s spirits marketing business last year. It ran a pilot program in Brazil for Father’s Day. The company enabled consumers to use smart phones to scan product codes on individual bottles of spirits, turning each physical product into a uniquely identifiable object of digital media. In this case, the giver could use his or her smart device to create a video for Dad and upload it to the cloud; the receiver, Dad, could then download the video to receive the gifter’s message. The result: increased loyalty to the brand; increased personalization of the brand experience; and increased insight for Diageo about how its products were bought, sold, and used. (via Advertising and the Internet of Things - Jeffrey F. Rayport - Harvard Business Review)

Consider what a company called EVRYTHNG, based in the United Kingdom, did for Diageo’s spirits marketing business last year. It ran a pilot program in Brazil for Father’s Day. The company enabled consumers to use smart phones to scan product codes on individual bottles of spirits, turning each physical product into a uniquely identifiable object of digital media. In this case, the giver could use his or her smart device to create a video for Dad and upload it to the cloud; the receiver, Dad, could then download the video to receive the gifter’s message. The result: increased loyalty to the brand; increased personalization of the brand experience; and increased insight for Diageo about how its products were bought, sold, and used. (via Advertising and the Internet of Things - Jeffrey F. Rayport - Harvard Business Review)

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