Cheetos + Genies partner on celebrity avatar marketing


Genies is an app that lets customers create personalised avatars utilizing dozens of various traits which kind thousands and thousands of various combos. For the previous three years, Genies has been targeted on creating the design, persona and use case of the Genie in quite a lot of messaging and social media apps resembling Instagram, Kik, and Snapchat.

Genies app icon, social media and avatar app

Genies App Icon

The Genies app can detect numerous prompts associated to actions, issues, locations, and feelings in a consumer’s textual content, then recommend avatar actions based mostly on this. Users can ship or publish the animation through a faucet. In 2017, Genies launched their client app, which permits customers to create digital clones of themselves that change expressions, moods, outfits, equipment, and scenes based mostly on present occasions.

ClickZ lately spoke with Allison Sturges, Managing Director of the Avatar Agency at Genies, to debate the app in addition to the unofficial launch of the Genies Media Network, which is a manner for manufacturers to attach with celebrities through their Avatar Agency.

We launched the Media Network as a manner for manufacturers to achieve their audiences,” says Sturges. “It’s a totally new way to market to Gen Z and millennials. Brands can partner with talent from the Avatar Agency and integrate with our consumer app. Consumers see their favorite celebrities endorsing their brands through their Genies.”

The Genies Media community consists of two components—the Avatar Agency and the patron app. The Avatar company is a roster of celebrity avatars that Genies represents. The company works with manufacturers resembling Gucci and Cheetos, connecting them with celebrities through their avatars. The celebrities then promote a product or model through their avatars on social media.

In addition to connecting manufacturers to expertise, the Media Network integrates with the Genies client app via wheels and actions (outlined under). Since the launch of the patron app, over two million Genies have been created. Users, on common spend 15-20 minutes customizing their avatars and round 75 seconds interacting with the branded wheels.

Per the Genies web site: “Our roster is comprised of tastemakers and people of high notoriety within their respective industries.” Celebrity avatars embrace J. Lo, Rihanna, Pink, and lots of extra.

examples of celebrities who use Genies avatar app

Examples of celebrity Genies accessible within the Avatar Agency

Virtual celebrities in a digital world

After Genies launched the patron app, they observed that celebrities had been utilizing it throughout social media and this led them to develop their Avatar Agency which works with celebrities to create customized Genies of their likeness.

“The Avatar Agency is reserved for top tier individuals who are brought into the agency where we help them build digital brands through their Genie. Celebrities can also use the Avatar Agency to take on partnerships with various companies through their Genie,” explains Sturges.

Sturges identified that lots of the celebrities of their Avatar Agency are tough for manufacturers to entry even via their very own expertise companies. Thus, the Genies avatars make these high-profile celebrities rather more accessible than they in any other case can be. Celebrities can settle for or decline model partnerships based mostly on their very own consolation stage.

When shoppers see a model represented on a celebrity Genie, they’ll use the Genies app to work together with the branded content material themselves (by dressing their very own personalised avatar in a model’s clothes, for instance). It turns into a way more personalised option to have interaction with the model. Consumers may also uncover the content material themselves inside the app.

Cheetos meets Genies meets Gen Z

Sturges introduced that Cheetos is partnering with Genies to launch a promotion for his or her Halloween marketing campaign.

“Cheetos is tapping into our Media Network so they can partner with talent from the Avatar Agency,” she defined. “Various celebrities will be posting their Genies in Cheetos-branded, Halloween-themed content.”

Cheetos-branded wheel, at left beside a Genies Avatar carrying a Cheetos-themed costume

Social media customers who comply with the celebrities related to this marketing campaign will turn out to be conscious of the Cheetos content material inside the app. They can then use the branded “wheel” which is able to include Cheetos-themed costumes (e.g., Chester the Cheetah). There may also be a wholly unique class branded for Cheetos’ Halloween themed actions.

“Wheels” are how customers can customise their Genie. There is a wheel for all options of the Genie (e.g., hair, eyes, pores and skin shade, and so on.) in addition to wheels for clothes and niknaks. So, for instance, Genies created a branded New Balance wheel which permits customers to decorate their Genie in New Balance clothes and sneakers.

For Cheetos, the Genies wheel consists of costumes and equipment with a Halloween theme and Cheetos branding.

Cheetos branded wheel and outfits inside the Genies App

“Actions” are brief animations of Genies that are related to numerous themes, actions or feelings (e.g., facial expressions, dance strikes, blowing a kiss, and so on.)

Example of a Cheetos-branded motion

When customers choose the Cheetos button, as proven above, they’ll select from a number of Cheetos-branded actions to ship as SMS messages. This is how the motion appears to be like like inside a consumer’s messaging app:

A number of Cheetos-branded actions as they seem inside a consumer’s messaging app

As of now, the important thing efficiency indicators for avatar campaigns are impressions. When Genies works with a model like Cheetos, they assist them decide what sort of impressions they wish to goal. The impressions come from the expertise within the Avatar Agency in addition to the patron app itself.

“In the future we’re going to tie product wheels to purchases, enabling users to buy the product itself,” explains Sturges.

Genies sends a marketing campaign wrap-up report back to the model on the finish of each promotion, breaking down the place the impressions are coming from, who the expertise is, and any model interactions inside the Genies app.

Genies is pioneering digital influencer marketing which supplies manufacturers a option to safe celebrity endorsements through social media with out straight working with the celebrity.

“We’re the only company doing avatar marketing,” says Sturges. “There are other avatar companies out there, but none of them are being used by the amount of celebrities that are currently organically using Genies or partnering with brands and doing it in a personalized way.”



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