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Targeted Gum Promotions

Trident Uses RFID Technology for an Effective Chewing Gum Advertisement

— September 16, 2014 — Marketing
In partnership with loyalty app creator Collact, Mondelēz developed a chewing gum advertisement campaign that would help to further the reach of its Trident brand.

The Collact app saves consumers from having to carry around multiple reward cards and when it's downloaded, this application makes it easy for marketers to reach out to that elusive target market. The Collact app communicates with Bluetooth Low Energy (BLE) beacons that are installed near the places where Trident gum is being sold, and it mainly encourages students between the ages of 18 and 24 to try some of Trident's new products. Since gum is already an item that is easily bought on a whim, when this application is activated at the point of sales, it's effective at giving consumers that extra push to make a purchase.
Trend Themes
1. RFID Technology in Advertising - Using RFID technology in advertising campaigns enables targeted promotions and more effective consumer outreach.
2. Mobile Loyalty Apps - The use of mobile loyalty apps eliminates the need for physical reward cards and provides marketers with direct access to their target market.
3. Bluetooth Low Energy (BLE) Beacons - The use of BLE beacons near sales locations allows for personalized advertising messages and encourages purchase decisions.
Industry Implications
1. Advertising - Incorporating RFID technology in advertising campaigns opens up new opportunities for targeted promotions and improved customer engagement.
2. Mobile App Development - The development of mobile loyalty apps presents a disruptive innovation opportunity to enhance customer loyalty programs and marketing strategies.
3. Retail - Implementing BLE beacons in retail locations provides retailers with a powerful tool for personalized advertising, influencing customer purchasing decisions.
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