(Editor's note: Ho stands in front of an xAd-sponsored coffee cart that provided free takeaway coffee for all the jet-lagged and hungover Cannes Lions attendees throughout the festival. To drive awareness of this presence, the company placed iBeacons in the delegate registration zone and at the entrance to the Palais, which triggered push notifications to people nearby on their mobile devices. Ho talks about the pros and cons of beacons in location-based marketing.)
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins
Major takeaways from the platform’s first global advertiser summit.
Brands like Standard Chartered, Uber Eats and Mastercard achieve impact by marrying human emotions with the unpredictability and excitement of live sports.