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Rescooped by Nicholas Wallace from Digital-News on Scoop.it today
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Targeted creativity: the era of you - Marketing Week

Targeted creativity: the era of you - Marketing Week | Integrated Marketing Communications | Scoop.it
Targeted creativity: the era of you
Marketing Week
With smartphone users spending more time on apps than internet browsing, they mustn't go unnoticed in the marketing campaign mix.

Via Thomas Faltin
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Earth Hour 2014

Earth Hour 2014 | Integrated Marketing Communications | Scoop.it
Earth Hour 2014

Via InfoBlaze
Nicholas Wallace's insight:

Viral campaign that uses Twitter to tweet the constant updates leading up to the switch off on Saturday 29th, Instagram so you can upload your earth hour pics and Youtube which has a page with a tonne of informational videos about earth hour. Perfect example of using some of the social media tools to drive viral growth in order to get the word and idea of earth hour out there.

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Viral Marketing: The Carrie Telekinetic Coffee Shop Surprise Prank

Viral Marketing: The Carrie Telekinetic Coffee Shop Surprise Prank | Integrated Marketing Communications | Scoop.it
How ThinkModo did viral marketing for the movie Carrie this 2013. Learn from them on how you can apply on the principles they use on making your brand viral.

Via Joachim Scholz, PhD
Nicholas Wallace's insight:

A shop was altered for a telekinetic prank, with intent for video to ‘go viral’ to promote the weekend movie release.  Viral marketing uses a preexisting distribution network (such as a social network) to achieve marketing goals through a self-replicating process that is akin to a physical virus (flu or IT).  The intent of a viral campaign is to acquire disproportionate publicity far in excess of traditional marketing.

 

The primary intent of any campaign is to support the success of the product it is promoting.  In order to be successful, the viral campaign should:

 

1) Be like an actual virus, in that it can be easily replicated and spread.

 

a) The idea needs to be new, engaging and easy to search for or pass along.

b) The idea should be newsworthy to get supporting distribution from traditional media, often free.

c) Exceptional content to attract and retain the initial audience.

d) Appeal to influencers - those individuals that promote and sustain the product.

e) Make the virus contagious and easy to spread.  In this case, a link to the video is easily disseminated by the influencers.

 

2) Make it trigger strong emotions:  Tie-ins to emotion increase the likelihood of individuals spreading it.

 

3) Make it interesting and drive engagement.

 

Measured virally, this video was successful with 37M Youtube views in the 1st week, currently 54M views and 12,000 search results.  From a movie success view, the movie only grossed $35M domestically and an opening weekend of just $16M.  The extraordinary success of the viral campaign does not necessarily turn into a commercial success – conversely, this illustrates that a successful viral campaign can lack the tie-in to a product.

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Joachim Scholz, PhD's curator insight, March 13, 2014 10:42 AM

 

By James Donnelly:

 

The Marketing Trend considered for the 2nd review was the viral marketing campaign promoting the Carrie movie. A shop was altered for a telekinetic prank, with intent for video to ‘go viral’ to promote the weekend movie release.  Viral marketing uses a preexisting distribution network (such as a social network) to achieve marketing goals through a self-replicating process that is akin to a physical virus (flu or IT).  The intent of a viral campaign is to acquire disproportionate publicity far in excess of traditional marketing.


The primary intent of any campaign is to support the success of the product it is promoting.  In order to be successful, the viral campaign should:


1) Be like an actual virus, in that it can be easily replicated and spread.


a) The idea needs to be new, engaging and easy to search for or pass along.

b) The idea should be newsworthy to get supporting distribution from traditional media, often free.

c) Exceptional content to attract and retain the initial audience.

d) Appeal to influencers - those individuals that promote and sustain the product.

e) Make the virus contagious and easy to spread.  In this case, a link to the video is easily disseminated by the influencers.


2) Make it trigger strong emotions:  Tie-ins to emotion increase the likelihood of individuals spreading it.


3) Make it interesting and drive engagement.


Measured virally, this video was successful with 37M Youtube views in the 1st week, currently 54M views and 12,000 search results.  From a movie success view, the movie only grossed $35M domestically and an opening weekend of just $16M.  The extraordinary success of the viral campaign does not necessarily turn into a commercial success – conversely, this illustrates that a successful viral campaign can lack the tie-in to a product.

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Why Disney's Marketing Campaign Doesn't Do 'Frozen' Justice - Variety

Why Disney's Marketing Campaign Doesn't Do 'Frozen' Justice - Variety | Integrated Marketing Communications | Scoop.it
The Nation Why Disney's Marketing Campaign Doesn't Do 'Frozen' Justice Variety Of course, you wouldn't know any of this based solely on the film's shrewdly deceptive marketing campaign, which has gone out of its way to avoid even the slightest...

Via Thomas Faltin
Nicholas Wallace's insight:

Looking at this campaign and this article saying that it is deceptive is true but it an be seen that a well thought out integrated marketing plan was initiated in order to drive viewership of this film. The campaign highlighted elements of the film that would most appeal to the younger male population to hide the fact that it was at heart a 'Princess story' film. I believe the marketing team would have used consumer insights to create a campaign that would entice boys and girls into seeing the film. This I believe was why the film was a huge success because after seeing the film the male audience that they enjoyed the princess story side of it and followed that into purchasing frozen related material.

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How to Leverage Price Premium by Building Brand Equity | PrintRunner Blog

How to Leverage Price Premium by Building Brand Equity | PrintRunner Blog | Integrated Marketing Communications | Scoop.it
A well-developed brand equity can sway the price premium in the market to your advantage. Read this post to learn how you can build your brand equity.

Via PricingNews, Holly Knowles
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PricingNews's curator insight, March 6, 2013 11:53 AM

According to David A. Aaker in his article “Measuring Brand Equity Across Products and Markets,” the price premium is indicative of a brand’s strength. People are willing to pay more for higher-priced brands over others. The brand – not the product – determines how much people should pay for it.

Holly Knowles's curator insight, May 16, 2014 1:31 AM

This was very relevant after what we learnt in class. Although many could not taste the difference between the two, but preferred one over the other, this proves that brand equity  and identity prevails when it comes to similar brands

Rescooped by Nicholas Wallace from Public Relations & Social Media Insight
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The 10 Most Important Attributes of a Content Marketing Maven

The 10 Most Important Attributes of a Content Marketing Maven | Integrated Marketing Communications | Scoop.it

10 key skills that are elemental to the role of a marketing maven. A complete job description would include the following wish list. It is the goal of content marketing to build trust and brand loyalty in your key constituencies. This is done through articles, through videos, through blogs, visuals and social media engagement.

 

Finding someone to head your company’s internal content marketing efforts is extremely difficult because there are so many responsibilities under the content marketing umbrella and your marketing maven will need to possess a diverse skill set.

 

Below, I have focused on 10 key skills that are elemental to a this role. While it may be impossible to find a single person will all of the following skills, a complete job description would include the following wish list....


Via Jeff Domansky
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Jeff Domansky's curator insight, May 14, 2013 1:48 PM

This was a really interesting article that highlights how the marketing role has changed and how challenging it is to play this role and to recruit talent with this expertise.

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Who Wants to Crush Things in a Tank With Arnold Schwarzenegger? [VIDEO]

Who Wants to Crush Things in a Tank With Arnold Schwarzenegger? [VIDEO] | Integrated Marketing Communications | Scoop.it
Arnold Schwarzenegger is inviting you to donate to his charity in a contest you can enter for a chance to go to LA and crush things in the tank with him.

Via David Simpson
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