IoT is everywhere today: from the smart devices in our homes to the QR codes we see in advertisements.
However, there is still a lot of virgin ground with IoT marketing. Here are six examples of IoT marketing to inspire you to research all the ways you can leverage this technology in your strategy.
How does IoT work in marketing?
The Internet of Things is the connection of everyday products such as cars, alarm clocks, and lights to computer devices over the Internet. It allows them to exchange data with each other, providing sellers with more context on the use of their customers ’products.
This, in turn, allows marketers to send more relevant messages and leads to greater customer involvement.
For example, if you run out of milk or it breaks down, an internet-connected refrigerator could recognize your need and display a message on your screen or phone about the best milk deals in town. You could even order a carton through one of these devices if the refrigerator company partnered with a grocery store.
Since IoT technology connects the Internet to objects that are ubiquitous in our daily lives, marketers in almost every industry will be able to engage consumers during all phases of the customer journey.
Examples of Internet Marketing of Things
1. Coinbase Superbowl announcement
Every year, brands spend millions of dollars on advertising space for 15 to 60 seconds during the Superbowl.
When Coinbase, a cryptocurrency exchange platform, shared its ad during the 2022 Superbowl, some viewers were confused while others were mesmerized.
His one-minute ad featured a QR code bouncing around a black screen, reminiscent of the “DVD” logo of older TVs, with weird background music.
When viewers placed their smartphone camera in the QR code, they were directed to the websites of the platform where they were offered $ 15 to register and download the app.
QR codes are considered gateways to IoT devices and allow brands to find creative but affordable ways to market their products and services.
The ad was so successful that the website crashed.
2. The Closer of Heineken
In June 2022, the Heineken brewery launched a campaign inspired by employees working from home after the pandemic and struggling to disconnect from work.
The company announced that on June 8 it would hold a raffle by sending consumers a Bluetooth-connected bottle opener that would close working apps when in use.
Using IoT technology, the “Closer” would use an accelerometer to detect the opening of the bottle, communicate with the user’s device via Bluetooth, and close selected work applications.
In a press release, the brand’s global brand leader, Bram Westenbrink, shared that this device was created to address the imbalance of work and family life.
“With the previously rigid boundaries between work and personal time deteriorating rapidly after the COVID-19 pandemic, we want to provoke a much-needed conversation about the importance of resisting social pressures to be in a constant state of busy work and encouraging workers around the world to re-prioritize social and leisure time with the people who matter most. “
The draw lasted only 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 a ticket to a another gift.
This multi-layered campaign shows how creative brands can achieve IoT marketing.
3. Sample Walgreens IoT Ads
In 2019, Walgreens began testing digital refrigerator doors that would target store visitors with ads and partnered with brands like MillerCoors and Nestlé that were willing to test their products.
Here’s how it worked: The sensors and cameras located inside the refrigerators would be combined with face detection technology to determine what to promote to buyers, based on age, gender, weather and more.
For example, a young adult could be shown soft drinks while an older person could be shown beer. For the MillerCoors beer company, this test looked promising.
In a statement, a senior marketing director at MillerCoors said one of the biggest barriers they face is that shoppers don’t know they can buy beers at pharmacies. Having targeted ads like this could dramatically increase sales and provide more information about consumer behavior.
This marketing strategy offered a unique opportunity to market to consumers right at the point of purchase, something unheard of in an offline environment.
In 2015, Diageo, a leader in the alcoholic beverage industry and IoT marketing, announced the launch of a smart bottle.
Here’s how it works: With every purchase of a Johnnie Walker Blue Label bottle, users received personalized messages to consumers reading the sensor labels printed with their smartphones.
The brand said the goal was to improve the consumer experience and make it easier to send timely and timely marketing messages.
This is a fantastic example of how to increase the relationship with a consumer after making the purchase. Brands often focus their resources so much on getting customers that they don’t consider post-purchase marketing strategies.
5. Allen Solly
It’s not uncommon for brands to ask customers to tweet something, but often the request isn’t met with much enthusiasm or vigor unless the customer feels like they’re getting something in return.
With the IoT, connecting social media hashtags and product gifts can be easier than ever and much more fun.
Allen Solly, a clothing brand, created an interactive t-shirt billboard in Bangalore, India.
Just as users tweeted #RainingSolly, the computer linked to the billboard would choose a solenoid (the coil wound behind a T-shirt) to pull a T-shirt off the billboard to win a random consumer.
Allen Solly found a unique way to encourage consumers to share their brand on social media, while allowing people to participate as a community in person.
Print ads and IoT technology probably feel like two different ends of the marketing spectrum: the past and the future. But they may not be.
Nivea Sun Kids created a campaign that combines the two, offering bracelet strips in a print ad in the Brazilian magazine that parents could take off and put on their children’s wrists.
The bracelets had built-in locators, which, when combined with the Nivea mobile app, allowed parents to set a maximum distance their children could travel. If the child wandered beyond the maximum distance, the app notified the parents. The radar also showed whether the child was approaching or moving away.
Nivea’s creative campaign probably encouraged word-of-mouth advertising between parents in Brazil and also showed that the brand was thoughtful and innovative.
We’ve only scratched the surface when it comes to IoT marketing. While some tactics require more resources than others, there are many affordable and creative methods that brands can use to incorporate IoT into their marketing strategy.
Editor’s Note: This post was originally published in July 2018 and has been updated to be comprehensive.