Talenti Gelato recently launched a unique mobile platform that scans social media users? content and creates a personalized ice cream flavor based off of their posts that could become a real product. 

The mobile site innovation hits the nail on the head by integrating with social media to catch consumers? attention and engage them in an experience they want to get involved with.  While there is an influx of brands developing playful apps that generate content from social integration, Talenti stands out from the rest as its digital ice cream flavors are unique to each individual, and have the chance to become real products. 

While many marketers and brands are launching mobile apps through micro sites that generate light-hearted content based on users? profiles, many lack personalization. These apps typically regenerate a few of the same outcomes, which can be obvious and come across as unimaginative to consumers. 

Old Navy?s summer campaign mobile-optimized site that predicts shoppers? perfect pair of flip-flops based on their emoji icon use is a clear example (see more). The app drew in users with bright colors and chances to win a grand prize. 

However, its generic outcomes may have caused the effort to get lost in the shuffle of similar marketing tactics. Talenti Gelato?s platform stands out due to its highly individualized content. 

The team behind the mobile site assigned various flavors and categories of flavors to common words seen on social media. By assessing which words are used the most often on the user?s social pages, the Talenti app generates a specific combo flavor based on her posts.

For instance one user linked accounts on Instagram, Twitter and Facebook. The mobile site generated a flavor named Dulce De Leche Salted Fudge Raspberry. 

The unique digital flavor is individual to that particular user. Talenti will choose 15 of the generated flavors to be physically created and sold.

The ice cream brand will contact those whose flavors have been picked. To curb consumers? cravings for their flavors, Talenti then directs them to a page with a currently available flavor, which also drives sales for the brand. 

Users can share their flavors on Facebook, Instagram and Twitter. The site generates a tweet for the user, reading ?Breaking news guys: I am Dulce De Leche Salted Fudge with Raspberry,? including a link to the site and the hashtag #Flavorizeme. 

Creating a unique mobile innovation is important for brands such as Talenti Gelato. It secures a positive relationship with consumers. 

Ice cream brands are a sector of retail that has a substantial potentional on social media, and marketing in general due to the guilty pleasure of the products. Consumers love ice cream, and love to talk to about ice cream. 

That love of product gives marketers the ability to serve content to consumers that they are interested in and want to engage with, which creates greater awareness and positive brand sentiment.

It is important when foraying into any popular marketing technique to develop and create a product that really stands out from other brands. 

Makeup manufacturer Benefit drew in consumers with its release of its newest unique eyebrow-related invention, a mobile optimized site that detailed how users should style their brows, to promote its brow-shaping products and services (see more). 

"Brands are continually looking for that magic mixture which will allow them to grow their consumer base exponentially in a short time frame," Ms. Troutman said. "With the uniqueness of the flavorize.me app site, it looks like Talenti Gelato may have just launched that Magic.  

"What they do with the attention received while it's hot will determine the benefit for the brand."

Final take
Brielle Jaekel is editorial assistant at Mobile Marketer