This Knorr Food Truck Used Beacon Tech to Connect with Consumers
Rebecca Byers — March 8, 2016 — Tech
References: knutk.se & blog.beaconstac
Originally launched in Stockholm, the Knorr Food Truck was a clever campaign carried out by the Unilever brand that engaged consumers using beacon technology. Giving out samples of the brand's tomato and Thai soups, the Knorr Food Truck partnered with Swedish newspaper Aftonbladet to create a very refined mobile experience after they had sampled the soup.
Patrons of the Knorr Food Truck who had already downloaded the Aftonbladet mobile app will receive a coupon for the brand's soups the next time they open the app -- a purposeful decision by the brand that they hope will make the experience more refined and less forced.
The Knorr Food Truck was brought to life by agency Mindshare, while the campaign went on to tour in eight other countries after the successful Stockholm iteration.
Patrons of the Knorr Food Truck who had already downloaded the Aftonbladet mobile app will receive a coupon for the brand's soups the next time they open the app -- a purposeful decision by the brand that they hope will make the experience more refined and less forced.
The Knorr Food Truck was brought to life by agency Mindshare, while the campaign went on to tour in eight other countries after the successful Stockholm iteration.
Trend Themes
1. Beacon Technology - Using beacon technology to connect with consumers and provide personalized experiences through mobile apps.
2. Mobile Sampling Campaigns - Implementing food truck campaigns that offer samples and leverage mobile apps for further engagement.
3. Mobile Couponing - Offering coupons and discounts through mobile apps to enhance brand loyalty and drive future sales.
Industry Implications
1. Food and Beverage - Utilizing beacon technology and mobile apps to create interactive sampling experiences and enhance brand engagement.
2. Advertising and Marketing - Exploring innovative mobile sampling campaigns and beacon technology to drive customer interactions and brand awareness.
3. Mobile App Development - Developing and optimizing mobile apps for brands to integrate beacon technology, personalized experiences, and couponing functionalities.
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