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The Movie Out Here - Official Trailer

Adam, an uptight Toronto lawyer, goes back to his hometown of Fernie and tries to save his friend's business. It's a Western Canadian adventure, with Sasq si...
Chelsea Kerr's insight:

This clip shows a preview of Labatt’s feature length film, “The Movie Out Here” based on the Kokanee brand. This 90 minute feature length movie, which is now playing in select theatres across Western Canada, features a group of friends reuniting in the ski town of Fernie, with cameos by typical Kokanee brand characters such as the Glacier Girls and Sasquatch. In using this form of public relations, specifically branded content, Labatt has become the publisher, providing entertainment to the audience and thus moving beyond simple product placement. The Kokanee brand has been successfully weaved into the storyline of the film, while remaining noticeable to the audience. Specifically, Labatt uses affective tactics in the film to create emotions of brotherhood and friendship, while matching these positive emotions with the brand. The movie aims to increase the brand likeability and recall, ensuring Kokanee is in the evoked set of consumers’ minds.

 

Chelsea Kerr, 0630-2911, COMM 335-001, Campaign, Public Relations, Branded Content, Affective Tactics

 

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Scooped by Chelsea Kerr
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Shreddies finds Canadian goodness for new campaign | Marketing Magazine

Shreddies finds Canadian goodness for new campaign | Marketing Magazine | Current Social Media Marketing | Scoop.it
Chelsea Kerr's insight:

This article contains the video for the recently launched Shreddies brand television campaign featuring the true story of a customer named Greg, an ‘everyday Canadian hero.’ Greg voluntarily maintains the local outdoor rink, relying on Shreddies for breakfast each morning he floods the ice. The ‘genuine goodness’ Greg embodies is related to the goodness of whole wheat in each bowl of Shreddies cereal. This advertisement uses an emotional appeal to create emotional resonance between the brand and the consumer, moving beyond the rational appeal of the cereal's nutritional value. Shreddies is able to develop this emotional connection by showcasing a genuine individual that many Canadians can associate with, while also including hockey, a source of Canadian pride. Although Greg does not physically speak, his positive experiences with the product can easily be inferred, delivering the effect of a testimonial. By using this executional framework and affective tactics, Shreddies is able to enhance the likability of its brand, effectively building a connection with Canadian consumers.

 

Chelsea Kerr, 0630-2911, COMM 335-001, Campaign, Message Design, Emotional Appeals, Affective Tactics

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