Hellmann’s in Brazil came up with a novel way to encourage consumers to use their mayonnaise for more than just sandwiches. The brand teamed up with supermarket chain St Marche to install special software in 100 of its cash registers. The software then recognized when consumers bought Hellmann’s and tracked other items they were buying. At the time of payment it printed recipes that combined several of the ingredients on the receipt. In the first month alone of the three month experiment, sales increased by 44%.
Truly a great example of a brand going beyond messaging and finding a nice way to bring value to its consumers.
Tourists in Gothenburg, Sweden pay good money for sightseeing tours. So Västtrafik created an app that for the price of a tram ticket converted the cities tramway service into a sightseeing service.
After installing the “Tram Sightseeing” app, tourists just needed to put on their headphones and listen to the app telling them about the sights as they pass outside the tram window.
Now thats a neat way of brand content creating a new reason to use the product. Don’t you think?
Uniqlo in order to reach out to the young Japanese female demographic created an app that provided a unique way to wake up in the morning.
Using the users location, the app automatically creates a song that contains the current time, weather and day of the week. Users are also given the option to share a record of the time, weather and temperature at the exact moment the alarm was stopped via social media.
Want to give it a try? Then hop over to the campaign website for the download details.
Selling is not always about sales. It can also be about building your brand. In this latest example of social commerce, Nike in Mexico has created an auction where people could bid for their products with their Nike Plus accumulated kilometers.
I think the campaign does a great job in reinforcing Nike’s brand campaign #makeitcount, and that the brand is all about selling performance not shoes.
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