Brands
How can brands use weather as part of a digital experience?
Weather is a form of real-world context.
WeatherFlo creates the possibility for branded visual content to respond to factors such as current conditions, location, day or night and campaign context rather than presenting exactly the same creative regardless of what is happening outside.
Weather as creative context
Clear, cloudy, rainy, day and night are not only data points. They are conditions people are already in. Weather-contextual branded content is creative that can take those conditions as inputs, instead of ignoring them.
WeatherFlo can support different visual content for different weather conditions, and branded experiences can change between day and night because the visual model includes separate daytime and nighttime states.
Brand + Place + Weather
- Brand
- Place
- Current weather
- Contextual experience
Branded weather content can be location-specific. A brand can also create experiences across more than one location, with each place supplying its own weather and, where relevant, its own visual.
Can a branded experience run for a particular period?
- Brand
- Place
- Weather
- Time
Yes. Campaign context can give branded weather experiences a defined period. Brand, place and weather still matter; time is the window in which that combination runs.
Brands + Events
Brands can use WeatherFlo around events: a tournament, festival or destination moment where the brand, the place and the weather coincide for a period. See events.
A branded experience can also use a WeatherFlo Theme, so campaign creative is seen through a particular visual world. See themes.
Is this just advertising?
Not necessarily. Branded experiences may include sponsorship, destination content, campaign creative or other branded digital experiences. WeatherFlo does not have to show advertising for a brand to be part of the experience.
Does WeatherFlo guarantee better advertising performance?
No. WeatherFlo creates the possibility of contextual creative. Whether that performs better than other advertising depends on the campaign, the measurement and the context. Those outcomes require measurement. They are not guaranteed by the platform.
Questions
Brands, more briefly
Can branded content change with the weather?
Yes. WeatherFlo creates the possibility for branded visual content to respond to current conditions rather than remaining identical in every weather state.
Can branded experiences change between day and night?
Yes. Day and night are part of WeatherFlo's visual model, so branded content can be designed around both.
Can a brand use a theme?
Yes. A theme is a visual world. It can be part of a branded experience without replacing the underlying weather information.
Does every WeatherFlo experience need a brand?
No. Brand is one optional layer. Places, events, themes and activities can exist without branded content.
Related
Continue
Context, not a guarantee.
WeatherFlo lets weather become part of how branded experiences are designed. Performance still has to be measured.
Explore WeatherFlo