Brand communication process with its consumers
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Brand communication process with its consumers
How a brand connects with its consumers and shows its marketing message
Curated by Fiji Singh
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Coke Zero's new integrated marketing campaign celebrates guys being guys just in time for March Madness

Coke Zero's new integrated marketing campaign celebrates guys being guys just in time for March Madness | Brand communication process with its consumers | Scoop.it
Coke Zero debuts its new integrated marketing campaign during NCAA® championships - March Madness
Fiji Singh's insight:

Coke Zero's new campaign targeted at men shows the seasonality and timing of specific marketing plans. The campaign was created in partnership with the NCAA. This is the governing university sports programme in the United States of America. The past month a basketball tournament caled the sweet 16 has been played out. It takes the top mens teams in america and makes them coompete in a cup format knockout tournament. The overall message of the ads were that men dont have to worry about everything they do. It is quite well summarised by "The Enjoy Everything campaign has evolved on the notion of owning quintessential guy moments of bonding and camaraderie, from sports and entertainment to humor, gaming and music. " 

This shows the effect timing can have in a companys advertising campaign. It connects the brand to the aporting event, the participating atheletes aswell as using light hearted humor to play up on traditional rivalries. The use of traditional platform of television allowed the company to utilise the increased viewership ratings the event had created.

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Shavneel Singh's comment, April 9, 2013 5:00 AM
Never really liked Coke Zero and dont plan on changing my opinion of it but the campaign has thought well about the channels through which they are marketing the message. Will be interesting to see how it works out.
Fiji Singh's comment, April 9, 2013 5:06 AM
Yea I don't drink coke zero either but I do follow college basketball quite closely. This campaign made a lot of sense to me because a lot of guys probably do get flack for watching too much sports and not spending enough time with the missus. This ad really hit me ona a personal note and I liked the message of letting its of for "guys to be guys"
Mareta Simanu Sapolu's comment, April 9, 2013 9:39 PM
hahahha @ Shav..there you go with your purchasing power decisions as a consumer, and definitely Coke Zero's has an absolute idea of the right channels and target market to delievr their messages to and sharing their theme of happiness is really a cool and mind catching marketing message after all.
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Red Bull bolsters brand awareness via mobile game - Advertising - Mobile Marketer

Red Bull bolsters brand awareness via mobile game - Advertising - Mobile Marketer | Brand communication process with its consumers | Scoop.it
Red Bull is targeting its core demographic of college-aged consumers with an initiative that aims to increase brand awareness through an interactive mobile game.
Fiji Singh's insight:

To truley utilise IMC a brand must keep changing and always reinventing themselves for the ever changing market place. The largest and fastest growing medium for marketing in the last few years has been online and mobile platforms. For this particular campaign Red bull targeted College or university students. It researched their behaviour and came up with several tools to not only increase brand awareness for redbull but it also increased direct brand involvment. 

The company focused on creating a app that would allow users to utilise Redbull in activities such as working out, recreational and as a quick pick me up when studying. The campaign for me personally was very clever as well as creative. The rapidly changing videos on its vieo page were very entertaining and the free music downloads it offered were perfect tools for the youth market. This campaign showed why Red bull is a marketing force to be reckoned with in the Global Business community.

 

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Angelina Singh's comment, April 9, 2013 4:59 AM
Definitely agree with you's such a great initiative for companies to create apps because the use of smartphones is growing online is viral and growing and focusing on university students of course their going to engage in an application. This is similar to what coke did with their IMC campaign of the gaming app that they created with fun and reinforcing the idea of sharing the happiness and their brand logo and image everywhere.
Fiji Singh's comment, April 9, 2013 5:08 AM
Yeah thanks Ang the coke article you wrote was very similar to the red bull concept. I think companies are finally beginning to understand the importance social media and other online mediums have in today's youth market.
Mareta Simanu Sapolu's comment, April 9, 2013 9:42 PM
Definitely agreed with yous about the impact and popularity of using social media nowadays. I think its the most effective way of communicating products and services to the target markets especially when marketers are aiming to get the larger audiences of the mix target markets.