The Media Effie awards recognize data-driven, programmatic media campaigns that apply data and technology to identify and match the right audiences to the right media at the right moments.
To power better, faster connections with their consumers, Theraflu and Watson Advertising collaborated on a next-generation digital experience that leveraged weather, location, and sentiment data to reach people in real-time and provide consumers with the information that matters to them – fueled by them.
The Cold and Flu Tracker, sponsored by GSK Consumer Healthcare’s (GSK) Theraflu® brand, is available on weather.com, Theraflu.com, and The Weather Channel app. Users can find out in real-time when cold and flu activity is spiking in their area, and can take action to help protect themselves from the virus.
The Cold & Flu Tracker is powered by data from Sickweather, which monitors real-time social conversations and analyzes social sentiment with cognitive capabilities like machine learning and natural language processing to generate actionable data on cold and flu activity.
GSK leveraged The Cold & Flu Tracker as part of their overall campaign to launch the new Theraflu® ExpressMax™ Caplets, which includes:
- A custom Cold & Flu sentiment trigger to deliver targeted advertising based on local social conversations and weather conditions
- Retail extensions to leverage sentiment data and first-party location data to reach consumers who are in close proximity to stores located in markets with cold and flu activity
- Off-property media activation enabling GSK to use the sentiment trigger on platforms and publishers beyond Weather, to help inform consumers as part of a holistic marketing strategy
Click here to find out more and view the full list of 2018 Effie Award winners.