Digital Media Creativity: How Untappd Tapped APIs to Connect Breweries Directly to Customer Pints
For well over a year, people shared their beer of the moment, expressed approval or disapproval in short reviews, and amassed badges to celebrate their personal journeys through the beer world. That's great! But what does this have to do with marketing and media you say? Well, all that sharing, commenting and discovering was creating a rich community ... and lots and lots of data. Generally, the problem with data is how does it become relevant and useful on more than one level. It is helpful for me to get suggestions and recommendations on beer from friends near and far, but that is only one piece of the puzzle. What if the actual businesses behind that beer could see that data flow and understand what is really moving among their products and what is not? What if they could react in real time or address issues they find a consumer is experiencing? What if they could do this without the intermediary of Facebook, Twitter or websites? That is the essence of Untappd for Business.