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Marketing departments, these days, have more in common with Inspector Gadget than they do Mad Men.
The days of broad-brush marketing campaigns built around a single idea or the perfect slogan are long gone. Creativity still has a part to play, of course, but many marketing executives are now armed with an impressive arsenal of sophisticated weapons and reams of data about consumers ranging from their shopping history to their real-time location.
If you’re interested in getting involved and shaping the future of marketing, you’ll love these six campaigns, which all won Shorty Awards in data visualization, and made it to the annals of marketing history. Continue reading to find out how Netflix, Grubhub, Happify, Trulia, Spotify and Bloomberg used digital data and data science in all sorts of imaginative ways to tell a story and draw in consumers.
#Cokenomics
Brand: Netflix
The overall winner of this year’s Shorty Awards in data visualization, the #Cokenomics campaign sought to promote the Netflix original series Narcos, which tells the story of the Colombian drug lord Pablo Escobar’s ascension to power and fall as he becomes the target of a DEA investigation.
The #Cokenomics campaign was a series of fascinating charts, each one about a facet of Pablo Escobar’s life, such as how much money he could stuff into an IKEA sofa.
Spotify.me
Brand: Spotify
Spotify listeners were directed to a shareable page with unique information about their top artists, tracks and genres and their streaming behaviour such as what demographic their streaming history suggested they might belong to and how often they listened to music. Spotify.me also compiled a personalized playlist for every user for further listening.
Did You Know?
Brand: Grubhub
Did you know that Chicagoans love Italian beef and hate deep dish? The online food-ordering company based in the US made a series of short videos to share on social media about food trends across major US cities. They worked with a data scientist to extract interesting bits of information about consumers across different cities, using data gathered from their app and website.
The Science Behind Happy Relationships
Brand: Happify
Did you know that the biggest determining factors in whether couples feel satisfied in their relationship is the quality of their friendship with each other? Or that people in the happiest marriages spend at least five hours a week talking to each other?
The emotional wellbeing app, Happify, released an infographic ahead of Valentine’s Day about trends in happy relationships, which was nominated for a Shorty Award in Data Visualization. If you’re still unsure which career is right for you, note that a happy marriage is worth an additional US$105,000 a year in terms of life satisfaction….
Trulia’s 25 most appetizing cities for zombies
Brand: Trulia
Launched by the real-estate listings website Trulia, this campaign, which won last year’s Shorty Award in data visualization, centered around an original concept: which US cities are the worst places to seek refuge during a zombie apocalypse? The list was compiled based on hospital density, transport links and congestion, and the end result was covered by NBC, HuffPost, USA Today and other national media outlets. Unsurprisingly, this earned the campaign a lot of social media attention.
Tracking the World’s Richest People
Jeff Bezos is the biggest mover on our Billionaires Index. The richest person on earth lost $826 million today https://t.co/f2J8T9P9Nz pic.twitter.com/WXsX2fEhoD
Brand: Bloomberg
Based on the Bloomberg Billionaire Index which tracks the world's 500 wealthiest people, this campaign consisted of a series of automated videos posted daily about the amount of money a billionaire gained or lost that day, along with a comparison of that figure to US gross domestic product (GDP) or the price of barrels of crude oil.
Want to help shape the future of digital marketing?
Apply to emlyon business school’s MSc in Digital Marketing and Data Science. The 16-month program is designed to train the next generation of digital marketing specialists and covers data and business analytics, coding, database access, data science and machine learning. It’s based in Paris, with a learning trip to Boston and a semester abroad in Shanghai.
