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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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Suggested by Ronald Balkaran
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Wayne Brady Acts Out Frito Lay Flavor Suggestions on Twitter | News - Advertising Age

Wayne Brady Acts Out Frito Lay Flavor Suggestions on Twitter | News - Advertising Age | Marketing in Motion | Scoop.it

Try acting out potato chip flavors, improvisational style, in front of thousands of social media followers. On Tuesday this will become the next career highlight -- or lowlight -- for Wayne Brady.

 

The celebrity entertainer known for his work on "Whose Line Is It Anyway?" is lending his acting talents to Lay's "Do Us a Flavor" contest in a real-time, social media video campaign.

Joachim Scholz, PhD's insight:

By Ronald Balkaran:

 

Social media users continue to grow at a rapid rate and marketers are scrambling to jump on the social media train.  After a successful debut in Canada in 2013, Lays recently announced the return of its “Do Us a Flavour” contest which invites fans across the country to submit their ideas for the next great potato chip flavour.  In addition to website submissions, participants can send ideas through text messaging and via mail.  But that’s not all.  Lays has opened up the flood gates through social media interaction by also accepting ideas through Facebook, Twitter, Pinterest, Tumblr and Instagram. 

 

New for this year’s contest is the new Twitter destination at www.twitter.com/LaysCanada where Canadians can also join the “flavour” conversation.  In addition, to kick off its latest promotion through a social media video campaign, improv comedian Wayne Brady produced several real-time impromptu songs for flavours suggested by social media fans.  Lays covered all social media networks and maintained an integrated marketing communication strategy which also included television and print advertising.

 

Lays’ use of social media maintains interaction with consumers whether submitting a flavour, voting for a flavour or simply joining the “flavour” conversation.  In addition, social media will be central to the final chosen contestants as they spread the word of their progress and increase their voting chance to win.  Lastly, the variety of flavour ideas will no doubt generate talk and word of mouth marketing.  Lays has penetrated the social media networks for this contest and can build free and authentic endorsements.  This should not come as a surprise as potato chips are normally at the centre of all social events!

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Suggested by Kayla Crnic
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Tim Hortons - Roll Up The Rim To Win - Home

Tim Hortons - Roll Up The Rim To Win - Home | Marketing in Motion | Scoop.it

It’s that time of year Canada… Tim Horton’s 27th annual RRRoll-Up-The-Rim contest is back! The time of year for hopeful coffee drinkers to test their luck and try to beat the odds in winning one of the millions of prizes available. RRRoll-Up-The-Rim is easily one of Canada’s most popular contests, hosted by one of Canada’s most loved brands.

 

Although sales promotions can threaten the integrity of a brand, RRRoll-Up-The-Rim proves to help, rather than hurt, the brand image. The cash and food prizes available are incentive for customers to choose Tim Horton’s as their on-the-go coffee destination. Stores see an increase in sales during this time of year, with customers either increasing their consumption or changing their preference for where to purchase their hot beverages. Moreover, in-store redemption of prizes forces customers to return.

 

The RRRoll-Up-The-Rim experience allows customers to develop an emotional connection with the brand. Anticipation builds moments before customers roll up the rim. Even more, the excitement upon discovering a winning cup leaves customers on an emotional high. It is this emotional connection, created by Tim Horton’s, that results in the campaign’s success. Customers are initially attracted by the extrinsic value in winning one of the prizes, but develop a liking and preference for the brand by the intrinsic value created in the experience.

 

Kayla Crnic, 0619 5034, Comm335-002; campaign, brand equity, emotion, sales promotion, liking, preference

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Suggested by K.P. Page
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Snack company partners with Canadian Olympic Committee - Food In Canada

Snack company partners with Canadian Olympic Committee - Food In Canada | Marketing in Motion | Scoop.it

Mondeléz Canada and the Canadian Olympic Committee have announced a four-year partnership, which will launch in time for the Winter Games in Sochi

 

Joachim Scholz, PhD's insight:

By Karen P. Page:

 

Mondeléz Canada, which brands include Cadbury, Dentyne, and Christie, became an official sponsor of the Canadian Olympic Committee in November 2013.  Using Canada’s Olympic Team as the tool, Mondeléz Canada launched a public relations (PR) campaign, utilizing several strategies to obtain favorable publicity, promote select products and appeal to the Canadian market. 

 

Distinctive packaging for Mini-Chips Ahoy, Oreo cookies, Maple Leaf cookies and Ritz crackers were linked to the Olympics.  The packaging included: the official COC symbol; treats strategically placed upon ribbons to represent medals; and a maple leaf imprinted on Oreo and Ritz.

 

The campaign also made effective use of social media. Television integration with Canada Broadcasting Corporation prominently featured two animated mascots, Pride & Joy. There were live communications via Twitter and Facebook.  An interactive app was available for download on iTunes, Google Play or www.prideandjoy2014.ca.  The app provided users with updates and chances to win a variety of prizes, including a trip for two to Russia to watch the Men’s Gold Medal hockey match.  Mondeléz Canada also committed to donating $1, with a maximum of $50,000, to the COC for every download, thereby inviting Canadians to feel as though they were supporting the Canadian Olympic team.

 

The campaign was a PR success.  It appealed to the Canadian market’s “pride & joy” and afforded the opportunity for the public to support Canada’s athletes.  It provided excellent packaging and, through social media and traditional advertising, effectively linked the brand with the Olympics. To have improved upon the campaign, Mondeléz Canada should have further promoting the donation to the COC and announcing the grand prize winners. Publicity surrounding both events would have confirmed Mondeléz Canada’s commitments and served as a capstone opportunity to further promote their brand and Olympic sponsorship.

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