IoT is everywhere nowadays \u2013 from the smart devices in our homes to the QR codes we see in commercials nowadays.<\/p>\n
<\/a><\/p>\n However, there is still so much untouched terrain with IoT marketing. Here are six IoT marketing examples to inspire you to investigate all the ways you can leverage this technology in your strategy.<\/p>\n The Internet of Things is the connection of everyday products like cars, alarm clocks, and lights to computing devices via the internet. It allows them to exchange data with each other, providing marketers with more context about their customers’ product usage.<\/p>\n This, in turn, enables marketers to deliver more relevant messages and leads to greater customer engagement.<\/p>\n For example, if you run out of milk or it spoils, a <\/a>refrigerator connected to the internet<\/a> could recognize your need and display a message on its screen or on your phone about the best milk deals in town. You could even order a carton through one of those devices if the refrigerator company partnered with a grocery store.<\/p>\n Since IoT technology connects the internet with objects that are ubiquitous in our daily lives, marketers in almost every industry will be able to engage consumers throughout every phase of the customer journey.<\/p>\n Every year, brands spend millions of dollars for a 15- to 60-second ad slot during the Superbowl.<\/p>\n When Coinbase, a cryptocurrency exchange platform, shared its commercial during the 2022 Superbowl, some viewers were confused while others were mesmerized.<\/p>\n Their one-minute ad featured a QR code bouncing around a black screen, reminescent of the “DVD” logo on older TVs<\/a> \u2013 with eerie background music.<\/p>\n When viewers used placed their smartphone\u2019s camera to the QR code, they were directed to the platform\u2019s websites where they were offered $15 for signing up and downloading the app.<\/p>\n QR codes are considered gateways to IoT devices, and allow brands to find creative but affordable ways to market their products and services.<\/p>\n The commercial was so successful that the website crashed.<\/p>\n Image Source<\/a><\/p>\n In June 2022, beer company Heineken launched a campaign inspired by employees working from home following the pandemic and struggling to disconnect from work.<\/p>\n The company announced that on June 8, they would hold a giveaway sending consumers a Bluetooth-connected bottle opener that would shut down work apps when used.<\/p>\n Using IoT technology, the “Closer” would use an accelerometer to detect the opening of the bottle, communicate with the user\u2019s device via Bluetooth, and shut down selected work apps.<\/p>\n In a press release<\/a>, the brand\u2019s global head of brand, Bram Westenbrink, shared that this device was created to address work-life imbalance.<\/p>\n “With the once-rigid boundaries between work and personal time rapidly deteriorating following the COVID-19 pandemic, we want to spark a much-needed conversation about the importance of resisting the societal pressures to be in a constant state of busy work and encourage workers around the world to reprioritize social and leisure time with the people who matter most.”<\/p>\n The giveaway only lasted one day and the second half of this campaign involved an online “Calendar Closer,” in which users schedule a meeting with up to three friends to receive $5 to spend on beer and an entry in another giveaway.<\/p>\n<\/p>\n Image Source<\/a><\/p>\n This multi-layered campaign shows just how creative brands can get in IoT marketing.<\/p>\n In 2019, Walgreens started testing digital cooler doors that would target store goers with ads and partnered with brands like MillerCoors and Nestl\u00e9 that were willing to test their products.<\/p>\n<\/p>\n Image Source<\/a><\/p>\n Here\u2019s how it worked: Sensors and cameras located inside of the coolers would pair with face-detection technology to determine what to promote to shoppers, based on age, gender, weather, and more.<\/p>\n For instance, a young adult could be shown sodas while an older person could be shown beer. For beer company MillerCoors, this test seemed promising.<\/p>\n In a statement, a senior marketing manager at MillerCoors said that one of the biggest barriers they face is that shoppers don\u2019t know they can purchase beers in drugstores. Having targeted ads like this could dramatically increase sales and provide more insight into consumer behavior.<\/p>\n This marketing strategy offered a unique opportunity to market to consumers right at the point of purchase, which is unheard of in an offline environment.<\/p>\n In 2015, Diageo, a leader in the beverage alcohol industry and in IoT marketing, announced the launch of a smart bottle<\/a>.<\/p>\n Here\u2019s how it works: With every purchase of a Johnnie Walker Blue Label bottle, users would receive personalized messages to consumers who read the printed sensor tags using their smartphones.<\/p>\n<\/p>\n Image Source<\/a><\/p>\n The brand said the goal was to enhance the consumer experience and make it easy to send targeted and timely marketing messages.<\/p>\n This is a fantastic example of how to elevate the relationship with a consumer after they\u2019ve made the purchase. Often, brands focus their resources so much on gaining customers that they don\u2019t consider post-purchase marketing strategies.<\/p>\n It\u2019s not unusual for brands to ask customers to tweet something, but the request is not often met with much excitement or vigor unless the customer feels he\u2019s receiving something in return.<\/p>\n Using IoT, connecting social media hashtags and product giveaways might be easier than ever \u2013 and a lot more fun.<\/p>\n Allen Solly, a clothing brand, created an interactive shirt billboard in Bangalore, India.<\/p>\n As users tweeted #RainingSolly, the computer linked to the billboard would choose a solenoid (the coil wound behind a shirt) to push a shirt off the billboard for a random consumer to win.<\/p>\n Allen Solly found a unique way to encourage consumers to share their brand on social media, while enabling people to engage as a community in person, as well.<\/p>\n Print advertisements and IoT technology probably feel like two different ends of the marketing spectrum \u2013 the past, and the future. But they might not be.<\/p>\n Nivea Sun Kids created a campaign that combines both, by offering bracelet strips in a Brazil magazine print advertisement that parents could peel off and put on their children\u2019s wrists.<\/p>\nHow does IoT work in marketing?<\/h2>\n
Internet of Things Marketing Examples<\/h2>\n
1. Coinbase\u2019s Superbowl Ad<\/a><\/h3>\n
<\/h3>\n
2. Heineken\u2019s The Closer<\/a><\/h3>\n
3. <\/a>Walgreens’ IoT Ad Displays<\/a><\/strong><\/h3>\n
4. Diageo<\/a><\/h3>\n
5. Allen Solly<\/a><\/strong><\/h3>\n
6.<\/strong> <\/a>Nivea<\/a><\/strong><\/h3>\n