There is so much talk about how wearable computing is the new thing and how marketers will have to be ready to utilise this as another channel in connecting with their consumers. From Pebble watches to Samsung’s Galaxy Gear:
and Sony’s SmartWatch 2
and even Google Glass,
all the tech giants are scrambling to get a good foot hold in the emerging market. But as great as these innovations are, are we as a society, ready to integrate them into our society?
We already talk about how mobile phones shut us off from ‘proper’ social interaction, face to face with our friends. And I’m sure it will only be more pronounced since the focus has shifted to mobile marketing. I don’t know about you guys but I’ve definitely seen a shift in how I talk to people during dinners and coffee catch ups, there is almost always a point where we’re all quiet and looking at our phones; reading messages or checking Facebook and Instagram and no matter how we complain that we’ve become anti-social, we still continue to do it.
Its, as Forbes says, ‘The Wearable Computing conundrum’, our society can’t keep up with technology advancements. So my question is, with wearable computing so accessible, and companies like Google, Samsung, and Sony who are making it possible, how will it affect how we as people interact with each other, and would you buy one?
Coca Cola, the largest beverage company in the world with a ridiculously large portfolio is and always will be a great example of integrating most, if not all of the integrated marketing communication (IMC) elements including: PR, sponsorship and events, advertising, sales promotion, direct marketing, etc. And by using these elements and making them available to the online community to see through YouTube, blogs, etc. It exponentially increases the exposure.
One I’d like to focus on is the PR campaign Coke did which placed a vending machine in India and Pakistan and enabled people to interact with each other through the machine to get free drinks. For those who don’t know, there has long been tension between the two countries.
Here’s a video so you can see how brilliant this was:
Public relations (PR) is the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation (or individual) and its (or their) publics. The implications of implementing a PR campaign include the understanding of what the organisation is doing, in this case it is bringing two countries together for their target audience through deliberate, pro-active behaviour.
This video makes me want to buy Coke even though I don’t drink it. What about you? Do you think they executed this well?