How Brands Can Use Biometric Data in Ways That Go Far Beyond Fitness

Mindshare, Lightwave team up for a Cannes showcase

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Exercise has been the most natural area for branded applications of biometric data. But now, Mindshare and Lightwave are joining forces to show marketers a world of possibility beyond that—in a partnership that kicks off this month with a group experiment at the Cannes Lions festival.

The two companies will give out 35 Apple Watches at a Cannes session on Monday, June 22. The watches will constantly measure the biometric data of the users, such as heart rate and temperature, along with other data, such as location.



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