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Platforms Featured APAC

AdColony launches masterclass dedicated to marketing solutions in gaming

Singapore – Global mobile video advertising company AdColony, which is now under Digital Turbine, has launched its new masterclass called the ‘Game Academy’ centered around the message of qualification courses focused on marketing solutions in gaming.

Through ‘Game Academy’, users will be able to access a series of bite-sized videos that are designed to effectively impart knowledge and insights related to gaming and mobile game advertising. The platform is free to use, and videos are accessible anytime on demand.

For the first series of the masterclass, topics include but are not limited to the boom in mobile usage, how gaming has redefined pop culture, and a breakdown of gamer personas. Upon completing each lesson, users will unlock a new badge. After successfully completing all lessons, graduates will receive a certificate which they may display on their LinkedIn profiles and resumes.

According to the company, the purpose of “Game Academy” is to give confidence and knowledge to marketers that play in the gaming and advertising space. They also added that whether they are exploring gaming advertising for the first time, or one needs a refresher before stepping into a critical meeting that discusses gaming advertising, Game Academy is designed to be an effective tool in learning about this new world.

“The launch of Game Academy’s first season marks a culmination of months of hard work by many stakeholders, it has already received some great feedback from our brand and agency partners, and we are now looking forward to welcoming many more students in Asia-Pacific,” the company said in a press statement.

Tom Simpson, senior vice president for APAC at AdColony, said, “Successful marketing has always been based on keeping as closely in step with consumers behaviours, but the explosion of gaming consumption means marketers are now racing to catch up with new habits, audiences, and channels. We are very excited to launch Game Academy to elevate how marketers think about gaming advertising and bring the industry as a whole one big step closer to consumers.”

He added, “Gaming has evolved from being a hobby reserved for a select few demographics, to a mainstream form of entertainment where everybody is a gamer of varying degrees. Gaming technology evolves at the speed of light, and advertisers cannot afford to simply play catch-up. The time is now for marketers to fully grasp every aspect of gaming.”

The first season of Game Academy is now available to marketers from any level and company in Asia-Pacific.

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Main Feature Marketing APAC

What’s NEXT: How businesses and brands can thrive in metaverse

Ready? Choose your characters

By now, the word metaverse needs no further introduction. First introduced in 1992 by American science fiction author Neal Stephenson in his novel Snow Crash as a virtual world where humans used avatars of themselves to escape a dystopian reality, it has since become a buzzword in Silicon Valley and in marketing.

As Mark Zuckerberg said, “The metaverse will bring enormous opportunity to individual creators and artists; to individuals who want to work and own homes far from today’s urban centres; and to people who live in places where opportunities for education or recreation are more limited. A realised metaverse could be the next best thing to a working teleportation device.”

Sounds amorphous? There is no denying the immense market opportunity for businesses and brands in this space. Bloomberg Intelligence predicted that the market opportunity could hit USD 800 billion by 2024. In 2021 alone, we have seen a multitude of brands tapping into the metaverse to create brand experiences for their target audiences. Nike’s Nikeland and Ralph Lauren’s The Winter Escape were launched on Roblox, and Luxury Marketplace UNXD will launch a metaverse Fashion Week on Decentraland in March 2022.

With all the hype and potential surrounding this emerging evolution of the internet, how can businesses and brands be active and purposeful players with a first-mover advantage?

Move from corporation-first to community-first

The metaverse cannot exist without the participation of avatars ‒ the digital representation of ourselves. Avatars gather around communities that are formed around interests and ideas.

Brands need to learn to engage with existing communities and hand the power back to them. For example, brands gain more traction when they partner with members of the Roblox developer community in creating items and experiences, allowing communities to drive the creation and rewarding them for their efforts.

Blend the real and virtual with digital-twin experiences

A digital twin could be described as the digital representation of a real world entity that is synchronised with the real world. Simply put, they are digital clones of real world objects.

Digital twins will help businesses connect the metaverse closer to reality by linking virtual experiences with real world experiences.

For example, the blockchain-based game Upland allows users to own digital real estates that are mapped to real-world addresses. Each digital property’s value is also tied to an NFT. Now think of the possibilities in which your business or brand can create a digital replica in the metaverse to unravel new data, learnings, and predictions. For example, if you are in a retail business, having a digital twin of your store will help you in predicting your store traffic, queue time, top-selling products, and inventory planning, just to name a few possible advantages.

Tap into the rise of virtual status symbols and engage through collectibles

Image courtesy of Bored Ape Yacht Club

With the metaverse and NFT, status symbols begin to manifest themselves in novel ways in the virtual. For example, the Bored Ape Yacht Club was created by four NFT novices turned internet rock stars, in which the price of the collection is 52 Ether, above USD 200,000. Adidas has also collaborated with Bored Ape Yacht Club, with Bored Apes decked out in Adidas Stripes. The entire 30,000 NFT collection was sold out in a few hours over two drops.

Brands can tap into the need for authenticity and exclusivity in the digital creator economy and offer limited-edition items or assets that can only be found in the metaverse. ​​Gucci offers The Collector’s Room on Roblox, allowing fans to collect rare and exclusive Gucci items in the metaverse. The creation of virtual products and goods will help brands drive deeper penetration, relevance, and fan-love, be it in the real or virtual world.

Source: blog.roblox.com

Connect through Gamification

The metaverse presents a huge opportunity to redefine engagement through play and a huge component of that lies with gamification. The integration of technology from augmented reality, mixed reality, virtual reality, and artificial intelligence, presents a whole new way to connect and engage with avatars in the metaverse.

The ability to gamify your marketing will align your brand with the play-to-earn gaming models that are gaining massive traction in the mainstream.

For example, Axie Infinity was a breakthrough success in the blockchain-gaming world.

Players on the platform earn tokens by winning battles with their ‘Axies’ against other players. These special tokens can then be sold for fiat money ‒ real cash. But to get an Axie, players have to buy one on the exchange or breed them from existing Axies.

Source: Axie Infinity

For another example that is closer to home on how gamification can apply to marketing in the metaverse, here is a metaverse gaming experience developed by digital marketing agency Lion & Lion for virtual social platform Status-K, where social media, tokens, and real world rewards were integrated.

Source: www.lionandlion.com

Keep on experimenting

At the time of writing, we are still in the very early stages of the metaverse coming into its full potential. There are still quite a few roadblocks on the pathway toward a bona fide metaverse. For example, interoperability. For true interoperability to happen, cross-metaverse bridges need to be enabled, so that millions of users and communities can migrate their avatars and virtual possessions across the metaverses regardless of platforms or corporations.

While these are guiding insights and ideas on how brands and businesses can navigate better in the metaverse, there will always be paradigms that will be disrupted and created. Marketers need to constantly experiment and stay ahead by understanding technology and being open to fresh creative suggestions. The metaverse will allow entertainment, gaming, marketing, retail experiences, and social interactions to converge and evolve in brave new ways and even set the stage for new businesses to arise.

It is an exciting time for both business owners and marketers to explore this space and to constantly rewrite the playbook through unceasing experimentation and invention.

To end off, I will leave with a parting note and reminder from the book Ready Player One by Ernie Cline, “As terrifying and painful as reality can be, it’s also the only place where you can find true happiness. Because reality is real.”

This article is written by Cheelip Ong, chief product officer and regional chief creative officer of Lion and Lion Digital Group.

The article is published as part of MARKETECH APAC’s thought leadership series What’s NEXT. This features marketing leaders sharing their marketing insights and predictions for the upcoming year. The series aims to equip marketers with actionable insights to future-ready their marketing strategies.

If you are a marketing leader and have insights that you’d like to share with regards to the upcoming trends and practices in marketing, please reach out to [email protected] for an opportunity to have your thought-leadership published on the platform.

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Marketing Featured Southeast Asia

CapitaLand, Shopee mounts second edition of online-to-offline campaign for 11.11

Singapore CapitaLand Investment, the leading global real estate investment manager with a strong Asia foothold, and Shopee, the leading e-commerce platform in Southeast Asia and Taiwan, today announced the launch of the second edition of the ‘CapitaLand x Shopee’ 11.11 campaign. The inaugural edition of the campaign was launched in 2020 similarly for the 11.11 sale event of Shopee, and the two aim to replicate the project which had driving the omnichannel model at its heart. 

In 2020, CapitaLand and Shopee launched an integration of online and offline shopper engagement for the campaign to drive sales, traffic, and engagement for six CapitaLand malls through gamification. Following this, in early 2021, Capitaland also launched the virtual shopping mall of its outlet giant IMM on Shopee, making it the first virtual shopping mall from Singapore on the platform. 

For this year’s 11.11 sale event, both partners will be recreating the omnichannel experience for 29 retailers in eight CapitaLand malls over a period of three weeks, from 22 October to 11 November 2021. CapitaLand and Shopee are also bringing back the popular co-branded games from last year’s 11.11 campaign, where shoppers can participate and win attractive vouchers that can be used in-app and at participating physical stores including Toast Box, LiHO, Etude House, and Giordano.

On the continuation of the partnership, Chris Chong, CEO of retail & workspace for Singapore and Malaysia at CapitaLand Investment, said, “This will allow us to enhance retailers’ consumer outreach and further engage with their customers digitally while driving footfall to their physical stores through online marketing efforts.”

From 22 October to 11 November 2021, S$125,000 worth of ShopeePay Scan and Pay vouchers, Shopee vouchers, and eCapitaVoucher will be given in the CapitaLand Lucky Prize game on the Shopee Singapore app. The ShopeePay Scan & Pay vouchers can be redeemed at eight CapitaLand malls, namely Bedok Mall, Bugis+, Bugis Junction, IMM, Funan, Plaza Singapura, Westgate, and JCube. 

Shoppers visiting any of the eight malls can simply scan the QR code at participating merchants and malls to play the ‘CapitaLand x Shopee’ Lucky Prize game and win ShopeePay Scan & Pay voucher to pay for their purchases using ShopeePay at 29 participating CapitaLand merchants’ offline stores. 

Shoppers can also try their luck in the ‘Guess the Weight’ campaign every weekend over the campaign period to win up to S$22,000 worth of eCapitaVoucher and Shopee vouchers. To participate, shoppers can proceed to the atrium of three shopping malls on selected weekends – Bugis+ on 23 and 24 October, Westgate on 30 and 31 October, and Plaza Singapura on 6 and 7 November – to guess the weight of five unexpected combinations of products, where one of them is the combined weight of a Dyson vacuum and a feather. Contestants must get the closest answer to qualify for the prizes.

Zhou Junjie, Shopee’s chief commercial officer, commented, “Following the success of last year’s CapitaLand x Shopee 11.11 campaign, we are excited to join hands with CapitaLand once again to support even more retailers under CapitaLand’s network by digitalizing the shopping experience.”

Zhou Junjie adds, “Shopee has always been passionate about empowering our sellers and brand partners to unlock the full potential of e-commerce to succeed in today’s digital economy. Through this omnichannel integration, we hope to help retailers deepen engagement with new customers, through an exciting and rewarding experience.” 

To find out more about the campaign, shoppers can head to the campaign’s microsite which will go live on 22 October. 

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Platforms Featured South Asia

Undergarment brand Jockey in India taps into gamification marketing to promote product lineup

Bangalore, India – Global sportswear and underwear brand Jockey in India has stepped into the gamification marketing territory by launching a newsfeed smartapp game that aims to promote its versatile range of bras.

Made in collaboration with creative tech studio AliveNow, the app aims to create a space that consumers can proactively engage with and learn from the brand online. The app makes for a creative platform for the brand to meet its audience and to subtly create awareness about its different categories of bras – while demonstrating exactly what outfit each bra can perfectly be paired with.

For Karthik Yathindra, AVP for marketing and product management at Jockey India, said app game launch focuses on their JOCKEY Woman Knows Me campaign which focuses on increasing awareness about the versatile range of bras that the brand offers, as well as the campaign’s central thought #BrasAsVersatileAsIAm.

“We wanted to bring this [campaign] alive to consumers in an engaging and memorable way. In addition to many creative engagement pieces on social and digital platforms, we are leveraging gamification that is popular with our target group and helps them engage with the brand seamlessly,” Yathindra said.

The app also incentivizes players such as being on the top of the leaderboard, to stand a chance to be featured on the brand’s social media handles, driving repeat plays and higher brand recall.

“The game is fun and visually stimulating – both great factors when the brand’s objective is to create stickiness and increase awareness about its inner-wear line. Consumers can interact with all the bras from the range as they learn about the perfect outfit pairings – all while having a ton of fun,” Rushali Rastogi, senior account manager at AliveNow, commented.

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Technology Featured Southeast Asia

Interactive digital journeys through gamification

Malaysia – The pandemic has changed the digital consumption habits of your everyday user. On average, digital consumption rose by over 30% since COVID-19 started. With the increase in digital consumption by consumers, one would assume that it is easier to grab the attention of your audience, however, the opposite is true.

Attention spans are at an all-time low – another byproduct of the pandemic. How then can marketers attract and retain the attention of their target audiences? One of the ways we can do this is through an ever-growing popular term, ‘Gamification’.

Gamification is “the concept of using game design elements in non-game applications to make them more fun and engaging.” By providing an immersive, engaging, and fun experience for users, it is more likely that we would be able to retain their attention which then, in turn, leads to association with your brand.

Unicom Interactive Digital (UID), a Malaysia-based digital company, that focuses on creating immersive experiences for its clients, offers a simple process for brands to start their gamification digital journey.

Through an entire library of games, brands would only need to choose one that is most relevant to their messaging and have it reskinned to its brand colors. Brands can mix and match however they like and can re-skin and customize them to suit their brand and messaging. In addition, the user journey has also been mapped out by the digital agency.

Some of the recent works of UID for brands Maxis, PepperLunch, and Tsubaki

For example, beauty brands could choose UID‘s Face Analysis system for product recommendations or security brands could reskin Space Invaders, or real estate companies could remodel Monopoly. The possibilities are endless.

Jason Yong, founder of UID, commented, “Build a door if opportunity doesn’t knock! The pandemic may have kept us indoors and grounded but it was no reason for us to stop trying. We can only adapt and keep striving in finding new ways to engage with our target audiences. We saw an opportunity to put our skills into helping brands bridge the physical divide with their audiences through gamification and we have never looked back since.”

Coupled with its backend dashboard, UID helps brands make sense of all that raw data the internet provides to deliver campaigns and activations in the new normal.

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Platforms Featured South Asia

ATechnos launches gaming as a service platform for user and brand benefit

Haryana, India – India-based gaming content consulting and content distribution company ATechnos has recently launched its gaming as a service (GAAS) platform which aims to distribute gaming content for common users, and give brands an opportunity to gamify their brand campaigns.

The GAAS platform is called ‘GoGames.Run’ and offers a plethora of games for users of all ages, including augmented and virtual reality games with more realistic and intense action. To date, GoGames.Run has over 500 games across categories including action, arcade, casual, board, sports, mystery etc. In addition to this, many new games are added every month.

Apurv Modi, managing director and co-founder at ATechnos believes that cloud gaming is the future and is enabling a radical transformation in the media industry. He also added that they feel very proud that they are able to bring the next level of audience engagement on platforms that have seen massive growth amidst the pandemic.

“With the addition of instant gratifications, the integration can add tremendous value to any platform, whether they want to engage and retain the existing users or add new users. The integration also enables platforms to innovate and bring in revenue from advertisers. We are sure that GoGames.Run gaming platform will have a deep impact on audience consumption patterns,” Modi said.

In addition, ATechnos is also adding the following programs:

  • GoGames.Run Publisher Program can be integrated with the publisher portal in under 5 minutes time and can help publishers to increase user engagement on their portal with gamification.
  • GoGames.Run Developer Program allows any developer to develop their own games and launch on the GoGames.Run network and generate revenue.
  • GoGames.Run Gamification Program enables brands, OTTs, media companies, portals, and telecoms to quickly run various exciting campaigns around gaming which can result in increased user engagement and loyalty. Using ATechnos’ gamification programs, brands can generate huge shout in the market and increase their presence by manifold.

Rahul Jain, vice president for gaming at ATechnos, commented, “With GoGames.Run now available for all platforms including apps, websites, social media platforms and OTT, the window of opportunity for game developers also opens up. We understand the importance of direct-to-consumer access and being able to have a quick turnaround time for revenue generation. GoGames partnerships are truly a win-win-win situation for the platform, the developer, and us.”

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Marketing Featured Southeast Asia

SG-based real estate firm to release a limited edition Monopoly board game

Singapore – PropNex, a Singapore-based real estate company, is releasing its very own version of the popular board game Monopoly called ‘Monopoly Propnex Edition’ in an aim to introduce insights of the local residential market through gamification.

PropNex has likewise partnered with the digital experiential version of the game in Singapore, called ‘Monopoly Explore! SG’, which allows players to explore Singapore through its landmarks, local products, and to even win prizes. 

For the company, the board game will allow the common populace to get a sense and reality of the Singaporean real estate market. Furthermore, it will allow players to experience cash flow management and effective techniques of real estate investments as a lifelong skill, which brings families together in cultivating the wisdom of financial prudence and investment skills.

“Through playing the MONOPOLY PROPNEX EDITION, PropNex is confident that players young and old will have a better grasp of [the] property market in Singapore and as well as a deeper understanding of financial prudence necessary to own their first property or multiple properties. In the game of four to five players per round, as soon as two players go bankrupt, the player with the highest worth of assets will emerge the winner,” the company said in a press statement.

The upcoming physical version of the Monopoly Propnex Edition is targeted at Singaporean consumers, with tutorial videos about the gameplay already available online.

Monopoly-Propnex-Board-Game-Mockup
A snapshot of the physical version of the Monopoly Propnex Edition

According to the company, the Monopoly Propnex Edition is curated to bring out the essence of the ‘Singapore flavor’, which provides a deeper understanding of the property market, namely what constitutes the Core Central Region (CCR), Rest of Central Region (RCR) and Outside Central Region (OCR) segments, as well as highlighting the various challenges that investors have to overcome in owning multiple properties complying to various cooling measures currently in place.

For Ismail Gafoor, CEO of PropNex, the board game development is traced back to his desire of bringing the board game to every household in Singapore in order to teach the basics of real estate.

“I did not realize that the numerous games played as a family has significantly imprinted on my passion for properties, as PropNex today has fulfilled the aspirations of thousands of homeowners in their dream homes and investments, with the guidance of over 8,900 salespersons. It took my management team and me more than a year to conceptualize and bring this Monopoly PropNex Edition idea to fruition today, and we are excited for Singaporeans to come on board this journey with us,” Gafoor explained. 

PropNex has been ramping up its objective of consumer education about the real estate industry since 2013 when they launched the Consumer Empowerment Campaign, which aimed at keeping their consumers informed of the trends and market outlooks that will affect their real estate decisions. They have also hosted virtual property shows and launched a membership program called PropNex Friends, where members can enjoy exclusive deals and rewards from Propnex itself.

The board game is up for sale at PropNex’s website for S$49.99 or S$42.99 for members of PropNex Friends.

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Marketing Featured ANZ

Doritos taps RYOT Studio in bringing ‘Doritos Quest’ AR experience in Australia

Sydney, Australia – Popular chip brand Doritos has worked with RYOT Studio, the branded content division of media company Verizon Media, in bringing the ‘Doritos Quest’ game, based on augmented reality (AR), to the Australian market.

The ‘Doritos Quest’ is an AR game where players must hunt around their local area to collect all four virtual ‘PlayStation Shapes’ in order to win the highly coveted PlayStation®5 Console prize. There is also a pool of instant-win rewards up for grabs including free packs of Doritos. 

The digital experience is developed by RYOT Studios, which combines virtual objects known as ‘Vatoms’ with augmented reality and blockchain technology to bring the digital experience to life, providing access via a mobile-only website for players Australia-wide. 

“RYOT Studio is all about delivering new, innovative ways of storytelling to build brand love. ‘Doritos Quest’ follows the trail of strong demand we’re seeing for our next generation of AR formats as more brands look for exciting ways to tell their stories and connect with new audiences,” said Zoe Cocker, head of brand at RYOT Studio ANZ.

“This campaign not only allows users to interact with a brand in their own physical world but also drives tangible sales results here in Australia. It’s a great example of how RYOT Studio creates new ways of engaging with consumers and innovative experiences that connect with them on the path to purchase,” added Cocker. 

In an exclusive statement to MARKETECH APAC, Cocker shared that the rise of AR-related campaigns have profound impacts in the behavior of consumers and eagerness among marketers in creating campaigns of their respective brands.

Zoe Cocker, Head of Brand at RYOT Studio ANZ

“For consumers, we know that the need for this is already there. Attention has never been harder to grab and consumers are itching for new ways to interact with brands that offer a higher value exchange, better personalization and interactivity. For marketers, this partnership shows how mixed and virtual reality has evolved away from being expensive and difficult to execute, to a valuable and scalable format that helps brands achieve higher attention/recall,” Cocker shared.

Cocker also mentioned of the vitality of AR-related campaigns to the food and retail industry, especially in the quick service restaurant (QSR) industry, to which she stated that the next big format in campaigns of the future revolves the question “how does the overlay of a digital experience enhance the user’s real world?”

“It’s important to note that AR has many different uses, whether its gamification, utility or even education. Technology alone won’t make something successful and we don’t believe in just using it for the sake of it. At RYOT Studio, we offer incredible technology solutions that are matched with unparalleled storytelling and filled by our first-party data insights. Those insights fuel the idea which enables us to bring immersive formats to marketers in a way that is accessible and scalable and relevant,” Cocker explained.

This is not the first time RYOT Studio has involved itself in creating AR campaigns. They have worked with concept store Officeworks in creating an AR Christmas campaign centered around a virtual Santa Claus, as well as with the Australian arm of news site HuffPost in relation with the National Aborigines and Islanders Day Observance Committee (NAIDOC) Week observance, where they created an art experience about the Migaloo whale migration.

Global campaign reel of the ‘Doritos AR Quest’ by RYOT Studio

‘Doritos Quest’ is part of a wider global campaign being featured in international markets including Belgium, Ireland, the Netherlands, Spain, and the UK. 

Sam O’Donnell, brand manager of Doritos at PepsiCo, stated, “We know Doritos fans are always looking for bold new ways to enjoy themselves and we wanted to encapsulate that in a tangible gaming experience. RYOT Studio has been imperative in enabling us to bring this vision to life and we look forward to seeing Aussies engage with Doritos like never before.”

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Platforms Featured Southeast Asia

Malaysia-based Fotobox unveils new division for brands’ immersive tech experience

Kuala Lumpur, Malaysia – Social media engagement agency Fotobox has announced its new immersive division ‘Conten.T’, short for content technology, to bring digital engagement offerings to retailers.

Conten.T will stride into immersive technology productions, which include augmented reality (AR), virtual reality (VR), mixed reality (MR), gamification, and mobile-based technology to help brands create experiences to reach consumers at home, especially relevant following the COVID-19 pandemic.

Fotobox’s Conten.T has expanded the brand portfolio it has worked with for immersive ad experience, including brands such as Korean beauty brand Mamonde, sportswear Adidas, Coach, Gucci, Calvin Klein, Ferragamo, Hendricks Gin, and Scotch whiskey brand Glenfiddich.

“Having predicted a growing trend in immersive technology even before COVID-19, the adoption of immersive exploration was accelerated by the shift of digital-centric consumers largely caused by the pandemic. The launch of Conten.T has proven to be a step in the right direction as industries are beginning to see the increasing need to craft their own experiences digitally,” said Jason Ang (pictured), founder, and managing director for Fotobox.

For instance, collaboration with Mamonde’s revolves around the creation of a virtual retail experience by allowing users to enter a hyper-realistic virtual environment just by scanning a QR code. Within it, one can explore featured rooms and learn about the brand’s products besides chancing upon surprises in a few corners for users to redeem prizes and free samples. By partnering with an e-commerce site, consumers have the option to add products to buy.

Hendricks Gin partnership with Conten.T for immersive experience.

“This is all experienced through mobile phones – no apps, no downloads – just scan a QR code and experience through your mobile browsers, and customers have access to this in the comfort from their home,” Ang commented.

With Adidas meanwhile, Conten.T’s latest work revolves around AR, which allows customers in Adidas’ largest brand center in Malaysia to experience the athletes on the move on an AR journey that leads one to the store at Pavilion Kuala Lumpur.

Sportswear brand Adidas’ immersive experience partnership with Conten.T

“It is an exciting time for brands to steer into digital experience – not just on the grounds of the shift in consumer behavior but also in reference to the accessibility to technology. Fotobox believes that when one door shuts on physical retail, another opens into a new digital world; one that can reach today’s tech savvy consumers in an impactful, emotional, and interactive way,” he added.

Fotobox’s presence expands beyond Malaysia, including Singapore, South Korea, and Hong Kong, with brands ranging from fashion retail, beauty and cosmetics, the fast-moving consumer goods (FMCG) and other consumer-based industries.

“Digital & Hybrid experiences are here to stay, we aim to become the technology partner every brand needs to venture into offline and online immersive engagements in SEA and APAC, as more and more younger, tech savvy consumers don’t want to be advertised to. They want to be part of the brand experience.” Ang concluded.

Categories
Technology Featured Southeast Asia

Data solutions 3radical snitches Mediacorp contract for new digital offerings

Singapore – 3radical is the latest partner of Singapore-based media network Mediacorp, and aims to drive web traffic through loyalty boosting, readership, and consumer data capture.

The latest partnership coincides with Mediacorp’s 20th anniversary of their digital mobile news network TODAY. 3radical’s collaboration entails strategic engagement solutions to allow Mediacorp’s readers to interact more, signaling a more mutually beneficial environment.

“Mediacorp is a great example of how content creators must transform their digital experiences to meet the constantly changing needs of consumers, earn their engagement, and get a better understanding of each reader. We are so excited to be helping Mediacorp address this ever-evolving landscape by creating compelling engagement exchanges that more effectively drive loyal readers now and in the future.”

Michael D. Fisher, CEO at 3radical

Furthermore, 3radical’s Voco gamification software enables Mediacorp to provide digital interactions that incentivize audiences while earning their data on a permissioned basis.