Gordon's Gin times half-price G&Ts with train delays

Signal of change / Gordon's Gin times half-price G&Ts with train delays

By Jiehui Kia / 19 Mar 2018

Gin brand Gordon’s has started granting commuters impacted by train delays with free or half-price gin and tonics in the UK. When there are significant delays and enough tweets using the hashtag #YayDelay, the campaign’s algorithm activates the offer during the evening rush hour. Gordon’s initiative debuted this month at London’s Waterloo station, but will be implemented at other locations throughout 2018. 

So what?

A campaign like Gordon's may seem fun and innocuos, leveraging social media monitoring and real-time transport data to offer discounts, but it is representative of the increase in brands' use of big data to generate customised, personalised and real-time offers. Are societies having the necessary debates about whether society should move in this direction? 

Sources

https://www.yaydelay.com

http://trendwatching.com/

What might the implications of this be? What related signals of change have you seen?

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