LISNR: LISNR

 
Campaign Summary

LISNR wanted to use its proprietary technology to power third-party mobile apps rather than creating an LISNR-branded app. To accomplish this, it rebranded the technology and built a three-piece product set that would cater to the needs of marketers, creators, and developers who wanted to connect their mobile apps to live environments or experiences. 

Strategy

Objective and Context:

LISNR is a high-frequency, inaudible technology that sends data over audio. This data is used to record, analyze, understand, and act upon every second of a consumer’s web history on their mobile devices. However, it was unable to track consumer behavior offline. Current technologies that were already making mobile devices “smarter” were unable to report this behavior. LISNR wanted to fill those gaps with its proprietary manipulation of sound waves. This technology collected data points that could measure calls to action, the success of mobile initiatives, and insights about presence or proximity based on mobile activity at live events.

Target Audience:

The target audience was people using mobile devices at sporting events or other live environments.

Creative Strategy:

LISNR saw an opportunity to connect mobile devices to users’ surrounding environments. However, the challenges to doing this were not on the app level but in the technology delivery. The company’s solution was to use its proprietary technology to power third-party mobile apps rather than having its own branded app. To do this, it would need to rebrand the technology and build a three-piece product set that would cater to the needs of marketers, creators, and developers who wanted to connect their mobile apps to live environments or experiences. 

Execution

Overall Campaign Execution:

After phasing out the LISNR-branded app, the company focused on two projects to satisfy client needs: a web-based content management system (CMS) and a competitive positioning and messaging framework that would become the foundation of a new marketing and sales strategy. This strategy was based on core advantages rather than competition alone.

LISNR wanted to drive powerful, meaningful experiences by understanding where consumers were and what they were doing. Using the information gathered by the technology, engagement points could be created to interact with consumers through their LISNR-powered mobile apps. From the LISNR CMS portal, developers downloaded the LISNR software development kits (SDK) to plug into their app. Then they uploaded content and experiences, and connected that to a Smart Tone, an audio trigger for the environment. That Smart Tone was then downloaded, and when played, triggered content on the LISNR-powered app. Users received a pop-up message and a push to the app for content.

The final product for LISNR had three parts: Smart Tones, SDK, and a CMS. The sound wave files were a secure, data-over-audio communication layer for mobile devices and apps that turned a piece of media into a trigger. The SDK-powered mobile devices recognized Smart Tones in the surrounding environment and returned associated content, messaging, and experiences. The CMS was a sleek, web-based portal to manage content and Smart Tones within minutes by uploading content, downloading a tone, and hitting play. 

Mobile Execution:

LISNR aimed to create a complement or replacement for Bluetooth, geo-fencing, and near-field communication and to become the simplest way to connect smart devices. It would have the dual benefit of being the most advanced, complex audio Smart Tone in the market and positioned as an easy product to initiate and implement into business functions. Ultimately, the company hoped to commoditize the technology and make it ubiquitous, so that an original equipment manufacturer could embed it into the core operating systems of mobile devices.

Results (including context, evaluation, and market impact)

Marketers and innovators across live and media industries have turned to LISNR to help them curate experiential, informational, and social connections through mobile. With proximity technology, LISNR created the best moments for connection and the best opportunities to use them. LISNR-powered apps routinely received an engagement rate of over 50 percent. Its presence at the Budweiser Made in America Festival on Labor Day weekend 2014 garnered a 90 percent engagement rate on delivered content. Sports teams, such as the Dallas Cowboys and the Buffalo Sabres, have used measurable engagement analytics to engage sponsors on mobile channels with innovative inventory, delivered by LISNR Smart Tones. Other technologies routinely receive single-digit engagement numbers at a far higher implementation and total ownership cost. They require specific hardware, operating systems, or environment conditions.


Categories: | Industries: | Objectives: The Internet of Things | Awards: Finalist

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