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AdColony Mobile Monday: Driving Connections & Telling Stories

Mobile Monday: Driving Connections & Telling Stories

Posted Jan 23, 2017

In this edition of Mobile Monday, we’re looking at two brands that are looking to connect with users in more meaningful ways in 2017: Burberry and Häagen-Dazs. From a new perspective on a mobile app’s purpose to a new way to leveraging the latest tech in mobile storytelling to generate conversation around a cause that another brand cares deeply about, both brands are leveraging mobile in new ways.

Connections Over Sales for Burberry
As our most personal devices, mobile phones can serve as much more than an m-commerce hub for brands, and Burberry knows it. Recently, the clothing brand revealed plans to release a new app that will focus on building strong customer relationships over merely driving sales.

While this may be surprising to some, for Buberry, it’s a natural evolution of their already successful mobile strategy. After all, according to Burberry’s most recent quarterly results, mobile is driving the majority of growth for the company.

Honey Bees & Häagen-Dazs
A long-time champion of the honey bee, ice cream brand Häagen-Dazs is hoping to drive conversation around the bee’s increasingly dire state with a new virtual reality experience. A preview trailer for the experience was unveiled during the Brand Storytelling Conference in Utah last week. Check it out here:

The experience will allow users to experience the world from a bee’s perspective while learning about the challenges that currently face the species. The goal is to both create awareness and a captivating story that drives conversation. As Alex Placzek of Häagen-Dazs told AdWeek regarding their decision to turn to VR:

“At the core brands are basically a story so if you don’t tell a compelling and engaging story you’re basically a commodity. What we’re excited about is learning how to tell stories in a much more impactful way.”

It will be interesting to see how this take on mobile storytelling plays out, not only for Häagen-Dazs, but for the honey bees.

About AdColony Mobile Mondays
Mobile Monday examines the latest news, trends, and developments in mobile apps, tech, and advertising. Do you have a story to share for the next Mobile Monday? Tweet it to . For the latest AdColony mobile news and updates, follow  on Twitter, like us on Facebook, or connect on Linkedin.

 

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