Advertisers Try To Get Some Face Time

New facial-recognition marketing efforts are cropping up. What might make for a good plot twist in a Sci-fi novel is actually detailed in The Wall Street Journal.

Dunkin’ Donuts is among the first marketers in the U.S. to begin testing the technologies, at two locations in Buffalo, N.Y. People ordering a coffee in the morning can see ads at the cash register promoting the chain’s hash browns or breakfast sandwiches. At the pick-up counter, customers see ads prompting them to return for a coffee break in the afternoon and try an oven-toasted pizza.
In a separate test, Procter & Gamble is placing radio-frequency identification tags on products at a Metro Extra retail store in Germany so that when a customer pulls the product off the shelf, a digital screen at eye level changes its message. When a consumer picks out a shampoo for a particular type of hair, for instance, the screen recommends the most appropriate conditioner or other hair products, says John Paulson, president of G2 Interactive, a digital-marketing arm of WPP Group’s G2 Network.

It would be even creepier if they told me I needed acne medicine or that based on my facial features I was too ugly to need any condoms.

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About Dan Goldgeier

Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. Dan is also a columnist for TalentZoo.com and the author of View From The Cheap Seats and Killer Executions and Scrubbed Decks.