Location is one of the most important factors in anyone’s lives. Brands are increasingly realising this, offering products, services and media related to your whereabouts, whether it’s where you live or work or where you are at a precise moment in time. Personalisation is also a central pillar in the hyper-relevance trend. Products and advertising tailored to individuals is an area of huge research and development.
Effectively boosting sales, Starbucks in China is promoting its new product by contacting fans through the popular instant messaging service, pushing them mood-enhancing personalised songs.