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Author Archives: Ana

Mood-based ad serving. Why not?

on February 1, 2014 by Ana Comments

Very rarely any of us likes to see an ad on our mobile phone. But what if the mood is right? That’s exactly what Apple is experimenting with. The next-gen ad serving will look at things like time of the day, location, current activity, mood, heart rate, blood pressure, adrenaline level, body temperature and other parameters and determine our emotional state. For this, of course, we need  a wearable tech device, but Apple’s already working on that too.

Advertisers should be thrilled, but then again, knowing Apple, it’s probably going to be a pricey, closed system.

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Bloomingdale’s Does Super-Bowl

on February 1, 2014 by Ana Comments

For anyone who lives in the U.S. and works in advertising, there is no bigger annual event than Super Bowl. It’s the time when brands go crazy, on the TV-screen and off. And when I say that brands go crazy, I mean all brands. Even those that – for all intents and purposes – have nothing to do with either football, men or beer. But, brands being all about in-the-moment relevance, it comes as no surprise that Bloomingdale’s wanted to jump the Super Bowl wagon. The retailer created a fashion/football auction where the lucky bidder can win one of the helmets exclusively designed by one of the 48 designers ranging from unknown rookies to Cynthia Rowley. All proceeds are going to NFL Foundation. Fashion touchdown!

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Let’s go shopping, it costs only a tweet!

on February 1, 2014 by Ana Comments

Marc Jacobs will open a pop-up store on West Broadway in Soho on Feb 7-9th. Nothing remarkable about that, right? Well, not so fast. The only currency this store accepts are Tweets. Yes, that’s correct. You can “buy” a range of MJ accessories, designed to promote MJ’s perfume Daisy, only if you share the hashtag #MJDaisyChain with your social graph. Coincidentally (or not quite) New York Fashion Week happens at the same time pop-up shop will be open, so expect a flurry of fashionistas in hunt for MJ memorabilia. This is a pretty awesome awareness campaign, that’s accompanied by a Sofia Coppola-directed film and a print campaign promoting the perfume.

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Brothers, Sisters, Sons & Daughters: Masterful. Bold. Bravo, Barneys New York

on February 1, 2014 by Ana Comments

In an admirably masterful move, Barney’s New York decided to use seventeen transgender persons for their Spring 2014 campaign called “Brothers, Sisters, Sons & Daughters.” The models are stunning, and Barneys sent a powerful message to our culture. The campaign was exclusively launched on The Window, and was shot by Bruce Weber.

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Pinterest gets a cyborg-like upgrade: Rich Pins will blow your mind

on February 1, 2014 by Ana Comments

There are article pins, product pins, place pins, recipe pins and movie pins. And all of them contain information that is just what you are looking for. Retailers, hotels, publishers, CPG brands are somewhere rubbing their hands in delight. This is contextual advertising at its best, mixed with a heavy dollop of utility. The sexiest of them all are product pins, clearly, as they are the perfect outlet for relevant product information: price, availability, shopping and, of course, the opportunity to shop. And all of this without ever leaving the Pinterest universe. Make no mistake: retailers benefit plenty – once user decided to buy a product, the rest of the transaction is completed on the retailer website. The bottom of the funnel is the same – it’s its top that has gotten more complex, and for the better.

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Warby Parker for mattresses? Sure, bring it on!

on February 1, 2014 by Ana Comments

In the domain of online shopping, there are some things that are thought to be off-limits. Like sunglasses. Like shoes. Like mattresses. Apparently, this perception all wrong, as Warby Parker, TOMS and now Tuft and Needle have demonstrated. The latter is the foam-mattress business that sells its much-loved products exclusively online, through their website and via Amazon, bypassing distributors and all the hustles that go with them.

What’s the next industry to be disrupted? Hair-color, perhaps?

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Sensory fiction: sure, as long as we aren’t reading about Frankenstein

on February 1, 2014 by Ana Comments

So get this: scientist at MIT used temperature and lighting to create a book that conveys to readers the emotional states of its characters. Depending on the page the reader is on, the book changed the “mood” via ambient lighting and vibrations to convey emotional atmosphere of the story. There’s a wearable vest involved as well, that vibrates, changes pressure, and temperature, but that’s a bit further out. Either way, identification with the characters of fiction has never been closer. Read further here.

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Neiman Marcus launches products on Pinterest

on February 1, 2014 by Ana Comments

Neiman Marcus figured out that “being where your users are” is the best policy. The upscale retailer orchestrated the Pinterest exclusive product launch, debuting its new Spring products on the social network rather than on their website first. The results? 3K new Pinterest followers and 32% increase of pinning activity from NeimanMarcus. com.

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Forgetify me not

on February 1, 2014 by Ana Comments

Forgetify is a new site meant to right the wrongs of the winner-takes-all, hit-driven culture. The site streams songs that have never been played (like, ever, not even once) on Spotify and gives them a chance. Everyone deserves a chance, the saying goes, but apparently some of the underdogs on Spotify don’t – early reviews report unexpected encounters with Bollywood tunes, sounds of unclear origin, and bands called The Fishmongers. Still, it’s great to think that maybe your next favorite song may bubble up, and serendipity definitely keeps music lovers curious. And, apparently, the album art is unforgettable.

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How much (hair) is too much?

on February 1, 2014 by Ana Comments

More news from the American Apparel department: just in time for Valentine’s Day (which is the day when men apparently maniacally buy lingerie), AA outfitted mannequins in its East Houston store, NYC, with a little bit of hair. Pubic hair that is. I am going to check it out tomorrow, it looks, well … authentic.

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