Marketing in Motion
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Marketing in Motion
Marketing practice is rapidly changing. This topic explores the latest trends in marketing communications, digital and mobile marketing, social media, community / tribal marketing and value co-creation.
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Scooped by Joachim Scholz, PhD
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Oscars host Ellen DeGeneres poses for Samsung sponsored selfie, but tweets from her iPhone

Oscars host Ellen DeGeneres poses for Samsung sponsored selfie, but tweets from her iPhone | Marketing in Motion | Scoop.it
Samsung's promotional efforts to pose celebrities at the Oscars next to its products took an embarrassing turn when the host of the event, Ellen DeGeneres, tweeted before, during and after the event from her iPhone.
Joachim Scholz, PhD's insight:

Samsung has used celebrity endorsement for quite a while to market their top smart phones, but the difficulties are immense when it comes to something so inherently social as smart phones. Ellen DeGeneres, Franz Beckenbauer, and David Beckham could easily tell the world how much they love Kellog's Corn Flakes, but if they ate muesli in their home no one would really know. But not so much with smart phones, and Samsung struggles that they pay top dollars to celebrities to endorse Samsing phones but then go on and tweet and take pictures with iPhones.

 

 

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Jiamei Li's curator insight, August 15, 2014 1:35 AM

This is an interesting topic for marketing communication barrier. The Oscar host made Samsung's promotional efforts fail to communicate the right information to the target audience such as post unclear selfie. The worse thing is the host using iPhone to tweet.It seems to help iPhone to promote their product instead of promoting Samsung. It is marketing communication barriers, The marketer of Samsung lack of the right marketing promotional strategies by carefully design the process which make them waste of money and embarrass the brand image. 

Suggested by Carmen Mattich
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What Else? | No Compromise with Penelope Cruz | Nespresso

In November 2012, the Swiss company Nestlé launched a new campaign to promote their coffee brand Nespresso in the US. While George Clooney had successfully helped to promote Nespresso outside of the US, Nespresso again relied on celebrity endorsement and engaged the Spanish actress and Oscar-winning Hollywood star Penélope Cruz to promote their coffee system. With the campaign „No compromise“, Nespresso was aimed at increasing brand awareness and the brands sales of the coffee machines for home use in the US and Canada.

 

In the commercial, Penélope Cruz is sitting on a couch, reading a book and watching her boyfriend making a Nespresso coffee for her. During that scene, she’s explaining why she loves the coffee that much. She conveys how easy it is for consumers to create good coffee at home with a Nespresso machine where you only have to touch of a button.

 

While the TV ads with George Clooney were always given a touch of humour and therefore, had an emotional humour appeal, the spot with Penélope Cruz is a more serious ad. On one hand, a rational appeal is used since the ad shows how easily a perfect coffee is made using a Nespresso machine. On the other hand, there seems to be an emotional appeal as well since it’s a story about passion for coffee. Furthermore, Penélope Cruz acts as a spokesperson for Nespresso and helps to create an emotional bond with the product.

 

This advertisement demonstrates how a brand uses a celebrity to help establish a personality for the brand. Being of Spanish background, Penélope Cruz stands for the European background of the brand and, at the same time, represent the elegance and passion of the brand.

 

Finally, the campaign, using TV, digital, social, print and a new website, contributed to a high growth of the brand in the American market which shows that celebrity spokespersons still work today.

 

Carmen Mattich, 10078435, Comm335-1, Creative Strategy, Creative Tactics, Campaign

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