Havas North America
Tue, 18 Mar 2014 10:31:21 GMT
Havas Media Group Asia Pacific has invested in a social innovation called “Heartbot” – a hardware and software platform that uses social media behaviour as electronic triggers.
Launched at the Festival of Media Asia today, Heartbot is a playful acronym for Havas Engagement-Activated Response Technology Robot and is designed to facilitate meaning connections between brands and consumers using deeper engagement and participation.
Heartbot’s initial prototype focused on hashtags – a powerful and commonplace method of categorising online posts on social platforms like Twitter and Instagram. In recent years, they have been used successfully in campaigns to mobilise the public to participate in anything from relief efforts, brand product pushes and even tourism promotions.
Vishnu Mohan, CEO of Havas Media Group Asia Pacific commented: “We are constantly looking for new ways to create meaningful connections with our brands. Heartbot is the first of many regional initiatives in this space.”
Heartbot’s launch demonstration used tweets and Instagram posts as an example. Based on a specified hashtag, the system was able to trigger an electronic switch and was used to power a light bulb and a small fan for a 10-second cycle.
Tony Sarmiento, Regional Creative Integrator at Havas Media APAC and Managing Partner and Chief Collaborator at Havas Media Ortega said: “In marketing it’s not just about the want to succeed, you need a lot of research, determination, passion but you also need a lot of heart and I guess that’s the cool thing about this innovation. It’s bringing together the two coolest things in the world – innovation and meaning.”
“We are ready to roll up our sleeves to create customised versions of the Heartbot. This is just the beginning, we see Heartbot at the core of different machines, protocols and social engagements globally,” Sarmiento added.