To help promote the company and its solution, Artifact was engaged to design and prototype a marketing experience that incited users to interact and discover value in the service and encouraged product registration to access personalized strategic and campaign planning information.
LogicLab, spun off and held by Merkle (the largest privately-held customer relationship marketing agency in the U.S.), launched a standard-breaking media planning and optimization solution. To help promote the company and its solution, Artifact was engaged to design and prototype a marketing experience that incited users to interact and discover value in the service and encouraged product registration to access personalized strategic and campaign planning information.
Our strategy was to engage advertisers, planners and media owners in a fun game about audience categorization. The game and the profiling application around it would demonstrate the power of LogicLab’s data and tools by providing specific and actionable insights about audiences, their relationship with each other and their media consumption behavior.
We designed and prototyped an experience that invited people focused on the strategic intent of advertising and marketing initiatives to see how other advertisers, planners and media owners categorized and labeled them in a fun, iconic way.
Potential customers were asked to choose their preferred media and answer a few other preference questions. The application then (using a statistically-defined matching algorithm to deliver results across all media properties) presented a profile and an icon of their persona (i.e. “Old-fashioned Tech Warrior”). The results were often surprising—revealing connections to demographics users didn’t usually associate with or see connections to. Personas were shareable and could be distributed to promote further tool use and to brand the company.
The tool also offered unique insight into the media habits of these personas (demographic groups)—what they were watching and reading across a comprehensive catalog of measured and unmeasured media…normalized and indexed.
