30 Sep KITE TRENDS REPORT – ISSUE 04
CHANGING CONSUMER BEHAVIOUR THROUGH CONNECTIVITY
IoT, or the Internet of Things, is continuing to trace the future of everyday life through the use of technology and connectivity. We are seeing non-tech brands use IoT to innovate their product, making it more appealing to consumers and position their brands as leaders in their categories. A great example of this is the Oral-B connected toothbrush with Bluetooth connectivity. Users can record brushing activity as data to share with their dentist or use their smartphone as a remote control to customise their brushing needs.
THE CONVERGENCE OF FASHION AND TECHNOLOGY
We are continuing to see wearable technology become not only more mainstream, but increasingly fashionable – with brands like Fossil, Swarovski and Michael Kors releasing smart watches and jewellery. American designer Tori Burch has created a number of accessories for FitBit to help turn them into stylish accessories and hide the typically bulky band. One of Kite’s favourite wearable tech items (as we think about summer looming), is the June ring by Netatmo. The gem on the ring band monitors the day’s UV levels and, via the app, will alert you when to slip, slop, slap!
PERSONALISATION OF AUTO-EMAILS
We are travel junkies at Kite and jump on any chance to share our experiences, so we just loved the Qantas Out Of Office service launched earlier this month. If you missed it, Qantas has turned the generic out of office email into a real-time photographic travel brag board.
By connecting your email address with Instagram, and hash-tagging your photos with #qantasoutofoffice, your auto-response email will be transformed with your real-time travel photos and (of course) Qantas branding.
SNAPCHAT THE LATEST TO JOIN SHOPPABLE CONTENT
Shoppable content is a big trend for retailers and ecommerce, and Snapchat is the latest social media channel to jump on board. Users can now swipe towards purchasing goods from Lancome and Target (US) via Snapchat’s Discover channel.
A brand leading the way in shoppable content is online retailer asos.com with their #asseenonme initiative. Customers share pictures of themselves wearing items from ASOS with the hashtag and ASOS then links every image to the relevant product pages, making the user generated content shoppable.
LIVE VIDEO CONTINUES TO GROW IN POPULARITY
Live video streaming continues to shoot up in popularity among media, celebrities, influencers and consumers. Earlier this year, Twitter announced NFL live streaming sponsorship via its Periscope app, meaning the platform is not only where you go to join a conversation about NFL, it’s also where you go to watch it live. Meanwhile, Facebook Live is growing in popularity and has become a frequent channel for journalists and media outlets, including The Huffington Post.
ANTICIPATING SUMMER BRAND ACTIVATIONS
Brand activations are a proven tactic to engage audiences, with the best activations reaching crowds beyond the event itself through newsworthy and shareable content. One of our all-time favourite activations was Marmite’s Twitter Shop. Upon entering the café, people were prompted to give their Twitter handle and a ‘Love-O-Meter’ was used to analyse tweets. The lovers of Marmite were then rewarded with free meals, while the haters had to pay.
As the Aussie Summer draws close, we can’t wait to see what brand activations pop up at events and festivals. Stay tuned for a wrap up of Kite’s favourite summer activations.