Klarna, a payments brand that enables customers to buy goods in installments, connected with the sneaker-loving community in the UK by launching a sneaker raffle that was entered using a consumer’s heartbeat, thus ensuring that bots were not able to manipulate the results.

Why it matters

Brands looking to connect with a specific community should solve an audience’s pain points, which is a sure-fire way of earning respect and consideration.

The audience-first strategy

• Online raffles are often marred by the presence of bots, which can stop real-life sneakerheads from winning some of the most desirable footwear.
• For its raffle, Klarna...