Personalization is the name of the game for many advertisers right now, with many brands looking for ways to connect with consumers using unique activations and immersive experiences after a year of engaging mainly in the digital landscape. Brands that want to reach consumers across channels are offering a variety of ad types, campaigns and experiences that delight, engage and remind consumers of a brand’s value. As data acquisition changes and evolves, advertisers are looking for ways to authentically connect with consumers, which brands including Dunkin’, Panera and Wendy’s are doing via innovative ad tech, creative ecommerce and strategic partnerships. The latest activations of these restaurants leverage consumer behaviors and preferences, increasing engagement and revenue.
Dunkin’ Highlights Personalization With Dynamic Audio Ads
Dunkin’ recently became one of the first brands to use AI Music’s Sympaphonic Ads technology with AdsWizz. According to Martechvibe, the technology “can enable the background audio of the ads to automatically adjust to the listener’s music genre, in real-time when the ad is played.”
The seamless integration of music and advertising, especially when the music matches the preferences of consumers on platforms like Pandora, can lead to higher consumer engagement, better alignment with marketing messages and appeal to consumers who don’t like the interruption of ads. Marketing Dive’s Peter Adams reports that Dunkin’ saw “238% higher engagement with audio ads when piloting [the] new [Sympaphonic Ads tool] solution that dynamically matches ad content to what the user is listening to in real time.” Adams also notes that ad platforms are increasingly adopting audio tools that “can dynamically adjust messages to account for listener needs.” By creating an immersive, personalized experience that resonates with consumers, Dunkin’ is able to reach consumers in an additional channel. “We’re thrilled to be one of the first brands to run campaigns using the Sympaphonic Ad product with AdsWizz… as we promote our espresso platform and highlight our new non-dairy offerings,” said Keith Lusby, Vice President of Media at Dunkin’, adding, “leveraging the AI ad product gives listeners a seamless, personalized ad experience.”
Panera Engages Fans With Capsule Merch Collection Sold Via Ecommerce Platform
Summer soup lovers unite! Panera is here. The fast casual chain known for soup, salad and sandwich combos recently introduced a capsule collection of summer swimwear and merch celebrating the joys of eating soup in the summer. After surveying 700 people, Panera found that more than 70% remain committed to eating soup in the summer, inspiring the brand to launch a fun collection of swimsuits and pool floaties, called the Swim Soup Collection and sold exclusively from the Panera ecommerce store. Panera joins a growing list of restaurant brands that have released fun collections of merchandise. Adams reports, “The Swim Soup line's focus on ecommerce aligns with how other quick-service marketers are attempting to grow loyalty and build out a lifestyle positioning with devoted followers.” Unique, limited-time only campaigns can help brands acquire first-party data, enjoy an additional revenue stream and create brand-building buzzy word of mouth. The Swim Soup collection is featured across Panera’s social channels including Twitter and Instagram.
Wendy’s Reunites With Adult Swim Again To Kick Off New Season Of Rick And Morty
This past June, for the second year in a row Wendy’s is partnering with Adult Swim show Rick and Morty for an interactive fan experience. Parker Herren for AdAge reports that last year’s campaign, in which Rick and Morty promoted Wendy’s breakfast menu, “scored just under 8 million views” and “lifted Wendy’s unaided awareness by 88%” with “three-fourths of Rick and Morty viewers” saying the partnership grew their interest in Wendy’s. This year’s Rick and Morty x Wendy’s partnership was widely promoted on the Adult Swim and Wendy’s websites and social channels, which aligned with the kick off of Rick and Morty’s fifth season, featured multiple components, including a pop-up immersive experience in L.A., special Rick and Morty-themed sodas in Wendy’s store and free Wendy's in-app delivery. Delivery was an instrumental component of fast food restaurant success throughout the pandemic and many brands continue to promote and leverage delivery and pick-up options as part of campaigns.
“We're big fans of Rick and Morty and continuing another season with our partnership with entertainment powerhouse Adult Swim,” said Carl Loredo, Chief Marketing Officer of Wendy's. “We love finding authentic ways to connect with this passionate fanbase and are excited to extend the Rick and Morty experience into our menu, incredible content and great delivery deals all season long.”
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