2024 became an era of unprecedented transformation in marketing. Technological advancements, changing consumer expectations, and global challenges forced brands to rethink their approaches.

✦ Nike’s “Adaptive Running” campaign – Nike launched a line of “Adaptive” shoes designed for athletes with special needs. The campaign used augmented reality (AR) technology, allowing consumers to virtually try on the shoes and see their customization options. As a result, the company not only increased sales but also enhanced Nike’s reputation through its attention to people with special needs.

✦ Tesla’s “Virtual Test Drive” program – Tesla created a virtual reality (VR) experience that allowed people to “drive” Tesla cars under various conditions. They could join this experience from home using VR devices. As a result, the company doubled its sales.

✦ Spotify’s “AI Songwriter Collab” project – Spotify launched a program where artificial intelligence collaborated with real musicians. Each song was created through a joint effort of AI and human musicians. As a result, the program attracted great attention and elevated Spotify’s position as an innovative music platform.

Thus, all companies, regardless of whether they are large or small, well-known or not so much, must constantly keep up with the demands of the time and stabilize their role in the market through advertising campaigns.