As the world becomes increasingly digital, businesses are constantly seeking innovative ways to connect with their audience and drive engagement. The marriage of artificial intelligence (AI) and mobile apps has opened up new avenues for marketers to create memorable experiences. In this article, we'll explore two groundbreaking campaigns that leveraged AI in mobile apps to achieve remarkable results.
AI-Powered Dance Challenge: Sway + Doritos
To promote their new Cool Ranch tortilla chips, Doritos teamed up with rapper Lil Nas X and actor Sam Elliot for a dance battle. But that was just the beginning. The company created an app called Sway: Magic Dance, which used deep learning software to convert users' dance moves into videos or GIFs. Users could create their own dance videos by following signature moves from the music video of Old Town Road.
The campaign's success can be attributed to its ability to tap into TikTok's younger demographic and encourage user-generated content. The #CoolRanchDance hashtag garnered over 7.3 billion views, with most users creating western-themed dance videos featuring Cool Ranch tortilla chips.
Live-Streaming Lunch Parties: Chipotle + Zoom
When the COVID-19 pandemic hit, Chipotle didn't let it stop them from connecting with their audience. They launched a "Chipotle Together" campaign, hosting live-streamed lunch parties on Zoom. The event featured Q&As, celebrity guests, and free entree giveaways.
The campaign leveraged the growing trend of live-streaming, which is projected to reach a value of $60 billion by 2026. By partnering with Zoom, Chipotle capitalized on the platform's increased popularity during the pandemic.
According to Google Trends, search queries for Chipotle and Zoom significantly increased during the campaign period. The strategy behind the campaign was to promote free delivery, which saw an increase in queries by 650%.
By incorporating AI-powered dance challenges and live-streaming lunch parties, these campaigns demonstrate innovative marketing strategies that can drive engagement and customer loyalty. As the mobile app landscape continues to evolve, businesses must stay ahead of the curve by embracing AI-driven solutions to create memorable experiences for their audience.