Brandtech news
Some of the latest brandtech news and thinking, direct from our occasional newsletter. If you’d like to sign up it’s free — just pop your email address below.
Billion dollar bite
With hardly a pause for breath after wiping $$ billions off grocery retailers’ market caps, prompted by its purchase of Whole Foods, Amazon is now giving sneaker stockists a headache. Recode looks at its deal with Nike to sell products direct, and at Amazon’s other new ‘try before you buy’ initiative. Plus, here’s a great analysis of the Whole Foods deal.
Now you see ‘em!
Talking of Nike, here’s a cool AR initiative the company is trying out. When David Chang’s Fuku East Village menu, or an image of it, is viewed though Nike’s SNKRS app, an interactive AR model of the limited edition Nike SB Dunk High Pro Momofuku will be overlaid. This will allow purchase of the shoe — while supplies last.
Facebook goes to Hollywood
Facebook’s march to world domination continues; its much-rumored plan to create original TV content seems to be coming to fruition this summer. First reported in The Wall Street Journal and later enlarged upon by The Verge. Separately, the company launched a video creation app for influencers. Look out YouTube!
When is VR not VR?
When it’s VR180, of course! In an attempt to make entry to immersive content easier, YouTube has introduced a new format, VR180, which is not VR at all but more an extension of the usual 2D field of vision. Baby steps, yes, but it could be a useful transitional tool, nevertheless.
“Data is the new marketer’s currency”
Here’s Farfetch CMO John Veichmanis being very interesting in Glossy about his approach to data and explaining how he’s spent $4 million on an in-house marketing technology platform, and about his team, which includes creatives, data scientists, editors and artificial intelligence specialists.
Flying Dragons!
Yes, it’s true! An awesome AR gaming app that turns planes flying overhead into dragons (and helps track aircraft). You’re welcome.
Cannestastic
If you missed all the Grand Prix winners at last week’s Cannes Lions, Advertising Age has helpfully gathered them all together.

