Weather can deliver sunny days to a marketer’s bottom line by using weather apps as a marketing tool, especially for those with related products, and even those that don’t, according to a new study from Millennial Media.
Kellogg, Pantene and the Australian hard rock band AC/DC, are just a few of the brands marketing on weather apps.
The targeting can be so specific as to deliver a specific hair-care product to combat the frizzles on a day when the weather will be humid or rainy. A big box home improvement retailer can deliver messages about snow blowers and generators as a winter storm approaches. This real-time marketing and consumer information gathering can provide personalized, one-to-one marketing that drives home a message based on the weather.
The author of this article digs into the report to let us know how consumers use mobile apps to learn about the weather, traffic spikes when bad weather is expected and the best days for traffic in weather apps, among other statistics.
Take this 2014 PRO Award winning Pantene promotion. Any girl (or boy) who has ever had a bad hair day knows that weather can frump up a freshly combed style in a split second. In partnership with The Weather Channel, Pantene delivered to consumers a “haircast” complete with geotargeted messaging about a relevant hair-care product. (Read the case study)
Related Article:
Network
