DraftFcb

Archive - Mar 2011

March 9th

ScentScape

ScentScape

Developed by ScentSciences, ScentScape uses scent cartridges to augment audiovisual entertainment experiences like gaming or home-movies. Consumers can plug the device into a USB port, program their own scent landscapes and then share their ‘codes’ with friends.

Why it matters

Marketing relies most heavily on sight and sound to communicate with consumers. However, the average human is 100 times more likely to remember a scent over something seen, heard or touched.* We have already crossed the line into 3-D entertainment. How can you harness the power of scent to tell a more powerful story and take your brand experience to the 4th dimension?  

Business Services
Create
Enhancement
Experience
United States

Finding the heat with Heat Tracker

Finding the heat with Heat Tracker

Draftfcb Chicago has launched Heat Tracker, a new app for the iPhone and iPod Touch that allows you to pinpoint “hot spots” based on gender. Powered by Foursquare, Heat Tracker uses check-in data to identify the number of males and females checked in at nearby locations all around the globe. Heat Tracker also syncs with various social networking platforms like Facebook, Twitter and even Yelp.

Why it matters

No matter what city you’re in, you’ll never need to guess where to spend your Friday night. Or any night for that matter. Whether searching for an all-girl hang out or a club with a balanced gender ratio (or even no crowd at all), Heat Tracker helps consumers connect how they want to connect. How can your brand identify white-space in the market to give data-hungry consumers the information they crave?

Connectivity
Telecommunications
United States

Blogger teams up with H&M on new fashion line

Blogger teams up with H&M on new fashion line

H&M has joined forces with a Swedish fashion blogger for its new fashion line. Normally partnering with renown fashion designers, this is the first time H&M has worked with a blogger.

Why it matters

Now more than ever, consumers are turning to bloggers for expert advice on everything from fashion to technology. Seen as authorities in their respective subjects, bloggers are slowly but surely changing the way people buy as well as the media landscape. A recent study found that a blogger’s endorsement is twice as likely to shift beauty product purchases than a magazine print ad. With 29% of 18-34 year old regularly visiting blogs, will more companies begin using bloggers as a source of media?

Authenticity
Connectivity
Fashion & Design
United States
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