This past June at Cannes Film Festival, the Adobe Think Tank sat down with the Top 9 Minds in Marketing, Advertising, and Media. One of our favorite moments came from the segment that mentioned the use of VR & AI. Obviously, right?! 😉
Adrian Parker, Vice President of Marketing at Patron, explains how the marketer’s job is to create memories for customers. With Patron, the product is the experience, but the company also uses the latest in VR, AR and artificial intelligence (such as Amazon’s Alexa) to build customer experiences that keep them fans of the top rated Tequila in the world.
”When distilled down to its simplest form, marketing has always been about creating customer experiences. Our jobs as marketers is to use emotional intelligence to create a memory or impression for the consumer, so when they’re purchasing, ordering, or commenting, our brand is top of mind.
One of the ways we’re doing that is by using virtual reality (VR) to connect emotionally with our customers. VR lets us raise what you might call our “brand EQ” by telling an authentic story that creates an indelible experience for people who engage with us through different online channels.”
Alexa, How do I make a Tequila Sunrise?
”In addition to VR, we’re deploying an Artificial Intelligence (AI) application through Amazon’s Alexa, that lets people interact with a virtual bartender. We took that same physical experience you would have interacting with your bartender, and translated it with voice-enabled machine learning technology. Our virtual bartender can share all of our handcrafted drink recipes, and also connect you directly with retail options for buying Patrón.”
Read Adrian Parker’s full post on the Adobe Digital Marketers blog for more details.