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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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Play a Giant Game of Pong on This McDonald's Billboard

Play a Giant Game of Pong on This McDonald's Billboard | Marketing in Motion | Scoop.it

DDB Stockholm came up with a cool interactive billboard for McDonald's that allows people with smartphones to play McPong, for lack of a better name, using app-free geolocation technology.

Joachim Scholz, PhD's insight:

By Ronald Balkaran:

 

With technology advancements and emerging trends in digital media, traditional billboard advertising has been viewed as dull and boring with little effect on lasting impression.  McDonalds launched its pick n’ play advertising in Stockholm with a game of pong on the “big screen” and put life back into outdoor billboard advertising.  The advertisement uses an interactive billboard which allows people to play a game of pong using their smartphones without the requirement for downloading an app.  Players who survive more than 30 seconds in the game are rewarded with digital coupons which can be used at the nearby McDonalds restaurant.

McDonalds capitalized on the growing digital media meets outdoor advertising trend to interact with consumers.  Games appeal to our sense of fun and competition and McDonalds not only took advantage of this behavioural trait but did so in an open arena.  The advertisement appealed to the excitement of being part of a game with an audience cheering on and the ability to share the experience which I think made it a huge success in engaging with consumers.  The reward of a coupon for a free meal beats any other offers of free meals on sites such as Groupon and Living social as this represents a true reward.  Participants are recognized for their achievement but, more importantly, feel a sense of accomplishment after the game.  This competition, accomplishment and reward system enhances consumers’ motivation while keeping it fun and exciting.  Perhaps McDonalds will now be associated with the good attributes of “fun and exciting” as opposed to “super size me.”  

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Suggested by Jean-Luc Rioux
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The Van Damme Dividend? Volvo Truck Sales Rise 31% - Corporate Intelligence - WSJ

The Van Damme Dividend? Volvo Truck Sales Rise 31% - Corporate Intelligence - WSJ | Marketing in Motion | Scoop.it
Volvo Truck sales continued to rise in November, although it's too early to tell how well its recent round of attention-grabbing YouTube ads will convert into new customers.

 

In December 2013, the Wall Street journal published an article on a sudden 31% rise in sales of Volvo Truck in November compared to the same period last year.   Considering the economic times that remain challenging in the EU, this increase is significant for Volvo truck.

The company is uncertain whether the increase in sales has been influenced by new stricter European emission taking effect in 2014 or if the sale is associated with a series of six viral videos launched on YouTube, one of which including Mr. Jean-Claude Van Damme featuring an “Epic split” between two trucks to demonstrate Volvo new Dynamic Steering viewed by more than 60 million in less than three months.

 

http://www.youtube.com/watch?v=M7FIvfx5J10

 

Joachim Scholz, PhD's insight:

By Jean-Luc Rioux:

 

Web only commercials are becoming a growing trend as it is more economical compared to TV advertisement and possibly more impactful.  For example, a Sunday night football add costs $600,000 and will reach about 15 million people.  The Van Damme ad has already reached four times this exposure for a total conception cost of less than a million dollars. Not only did the video go viral, it created a series of parodies, each of them exposing even more the Volvo brand in the process.

 

Using spectacular combination of music, scenery and a well-chosen actor, Volvo truck was able to go beyond the expected brand positioning of attributes and benefits associated with the technology of Volvo truck.  Instead, the on-line video generated a clear mental image of Volvo Truck beliefs and values which triggered strong emotions in a much larger audience than originally intended. 

 

Although Volvo truck hasn’t pinpointed the exact cause of the spike in sales, in my mind, anything that generates such a viral response on YouTube has to improve exposure of the brand and lead to sales. 

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Suggested by Paul Brown
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Scotiabank targets young adults with NFC poster campaign - NFC World

Scotiabank targets young adults with NFC poster campaign - NFC World | Marketing in Motion | Scoop.it

Scotiabank’s Scene summer campaign is using state-of-the-art marketing technology to target Toronto’s young adults and movie enthusiasts. 

Near-Field Communication, or NFC, is a relatively new technology, which you may be familiar with in the form of your Credit Card’s Tap technology.  In essence, NFC is the interaction between a chip implanted in things (credit card or a NFC smart poster/ad), and an electronic device (supermarket payment terminal or cell phone). 

The Summer Scene Campaign, which used NFC technology, provided Toronto’s young adults and movie enthusiasts the opportunity to win or earn movie tickets by Tapping or Scanning one of the 80 Scene Smart Posters around Toronto with their NFC enabled phones.  This is helping to create a stronger relationship with their tech-savvy young adult consumers.  The posters also provided directions to the nearest Scotiabank, where consumers could sign up for a Scene card, which in turn would capture more value for Scotiabank. 

Samsung has signed a deal with NFC to include a built-in NFC reader in their new line of phones; NFC is currently working a similar deal with Apple. 

In Japan they are using NFC to allow customers to ‘like’ things via an interactive bracelet, just by swiping it against a product.  They are also using NFC to personalize ads, as individuals walk past a NFC smart board, there is a quick exchange of data, and the board posts a customized ad for that individual. 

Here in North America, Wired Magazine featured an NFC Lexus ad, where you can place your NFC enabled phone onto the magazine, and then use it to navigate Lexus’ internal navigation/audio system.  There are countless ways that this technology can be used, but I’d like to see it used in malls, to quickly upload maps and discounts to my iPhone. 

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Suggested by Michelle B
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Samsung Galaxy S4 Will Boost Mobile Advertising, Say Industry Players

Samsung Galaxy S4 Will Boost Mobile Advertising, Say Industry Players | Marketing in Motion | Scoop.it

This article explains how the mobile advertising world is expected to grow with the introduction of each new smartphone. One of the limitations of using digital media as a message delivery tool in general is its limited reach as it is not a medium that everyone has access to; however, this article explains how the launch of the iPhone 5 and now the upcoming Samsung Galaxy 4, will increase the number of people who are using smartphones and thus increase the overall user base that mobile marketers can target. The main advantage of mobile advertising is that it can reach consumers in a way that other mediums cannot, as everyone uses their smartphone every day, all day. According to this article, the Samsung Galaxy 4 launch brings forward exciting new opportunities with mobile commerce and the ability to geo-target consumers that will push mobile marketing to the next level. Michelle Bonnah, 0599 9589,COMM 335-2, digital marketing, article, mobile advertising,

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Suggested by Rille Markgren
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Gamification – A new trend for companies to creating a buzz on social media.

Gamification – A new trend for companies to creating a buzz on social media. | Marketing in Motion | Scoop.it

One of the alternatives in media marketing these days that have the fastest growth is Buzz marketing. Buzz marketing, which is an area within Public relations, also called word-of-mouth marketing is reached when people is forwarding information about a product. The big benefit of Buzz marketing is that the credibility is significantly higher of word-of-mouth than of advertisements. It is also more powerful than when a spokesperson or an endorsers come with a similar type of information. (Clow, K. et. al. 2013.)

 

Gamification, is a trend with the idea to create buzz on social networks and through this build credibility for your product. Gamification engaging users in fun ways with for example contest that drives the traffic to your social channels such as Facebook. Companies can for example cooperate with a TV-channel to have a contest connected to a TV-show and in this way create a buzz about the company. The firm Bunchball did exactly this kind of cooperation with NBC network USA, and succeeded to double the traffic on their Facebook-page using gamification.

 

I think this article is interesting because I never heard about this concept before and I think it is good way to capture the audience, as well as building long-term relations. If I were responsible for the marketing for a company I would try to find a way to create a positive buzz about my products, and I think this can be an excellent way to accomplish that.  

 

Rickard Markgren, 10083119, COMM 335-1, Article, Public relations, Buzz marketing, Gamification, Social network.

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Suggested by Maryam Pazirandeh
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Newest Old Spice Marketing Campaign

Newest Old Spice Marketing Campaign | Marketing in Motion | Scoop.it

Last Week Old Spice ran a week long communication campaign to generate awareness about their new Wild body fragrance collection. To market the line, the brand developed a character to appeal to “men’s wilder side”. The character named Mr.Wolfdog was appointed the Director of Marketing for Old Spice.  In a video Mr. Wolfdog speaks through a "patent-pending" electronic voice collar that translates Wolfdog communication into English.

 

I believe that Old Spice is attempting to use an emotional appeal by using humour as the basis of their ads. This approach has previously worked very well for Old Spice with their “The Man Your Man Could Smell Like” ad campaign. They did a great job reviving the brand with that campaign and hope to do the same for their new product line with Mr.Wolfdog. 

 

In just 4 days the digital campaign generated a lot of awareness about the new product line as evidenced by the more than 4 million views on YouTube, nearly 600,000 page views of Old Spice.com and MrWolfdog.com, and more than 30,000 new social fans, followers, and subscribers on Old Spice's social channels.

 

Mr.Wolfdog Introductory Youtube Video: http://www.youtube.com/watch?v=WPQmhlbxP-4

 

Maryam Pazirandeh, 06334361, COMM335-1, campaign, emotional appeal, humour, awareness

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Suggested by Yvonne Chung
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The Half-Decent Oreo Tweet That Dazzled a Nation

The Half-Decent Oreo Tweet That Dazzled a Nation | Marketing in Motion | Scoop.it

During the 2013 Super Bowl blackout, it may have been a disappointing lapse for hardcore football fans, but for Oreo, it was a prime chance to advertise. At 8:48 pm, within minutes of the blackout, Oreo tweeted a snappy, perfectly relevant ad that shot its brand to social media stardom, marvelled by all Super Bowl brands that day. The tweet is “Power out? No problem,” which then links the user to an Oreo ad with the copy, “you can still dunk in the dark.” Since then (as of March 19, 2012), it has been a viral hit - retweeted 16,072 times and favorited 6,212 times. The same image on Facebook has garnered over 20,000 likes. AdAge commented that it was “arguably the best ad of the game.”

 

The true brilliancy of this ad was its timely message design and message delivery channel. The Super Bowl is regarded as the most expensive advertising spot ($4 million per 30 second) of all time, as it is the most watched American television broadcast yearly with an audience of 111 million viewers. Subsequently, it attracts big brands to pay big bucks to have its commercial viewed alongside. Oreo cleverly leveraged this opportunity in a MUCH cheaper way. The channel is social media; the vehicle is Twitter. The Oreo graphic was “designed, captioned and approved within minutes” of the blackout. Decisions were made in real time. Oreo marketers devised a social media “mission control” center during the game.

 

This is a powerful example of the potential of social media as a viable communication channel – to reach millions with the cost of almost nothing (relative to TV ads in both production value and spot rates). Oreo’s stunt has effectively reached their current (those who follow Oreo on Twitter) and potential customers, reminding them that the Oreo brand is still relevant today. This example crossed the realm of television to the digital, showing the growing power of social media, challenging traditional channels and pushing advertising boundaries to a new age. 

 

(Yuen Kuk Chung (Yvonne), 06303534, COMM335-1, article, message delivery, digital, social media)

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Suggested by Christine Wu
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Digital and Beauty— Lancome’s partnership with Youtube sensation, Michelle Phan

http://blogs.forrester.com/mary_beth_kemp/11-03-29-qa_with_marc_menesguen_managing_director_of_strategic_marketing_at_loreal

 

Michelle Phan started her Youtube channel since 2006, and as March 2013, with 3,348,270 subscribers and 648,789,725 total video views, it has become the most subscribed beauty channel on Youtube, Lancome saw this as a great communication opportunity for the brand to reach the new technology-savvy generation consumers. In 2010, Lancome approached Michelle Phan and provide her the position of becoming the first video makeup artiest for the brand. Since then, Lancome provided products for her, and she uses their products to do her makeup tutorials without changing her video style.

 

Just like in the 1960s, as American housewives rushed to shop for ingredient/tools right after watching each of Julia Child’s cooking TV show, Michelle Phan’s Youtube channel has the same power as Julia Child once did. The main purpose of the partnership with a Youtube sensation is not to raise the awareness of the brand, as Lancome is already well known enough for its target audience. “Knowledge” and “Liking” however, are the parts that are reinforced in this case. By watching Michelle Phan’s tutorial, people learn facts about the products. And just as the article mentioned, consumers experience “moment of truth” as they watch the videos, before they even walk into any store. By then, they already start to decide if they like the products or not. And most likely, after seeing the amazing results in her videos people eventually link the perfect makeup to the products that were used.

 

Christine Wu, 10082196, COMM335-1, Digital Marketing, Knowledge, Liking

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Suggested by Sophia Lal
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FIRST LOOK: Cool Stuff Inside Twitter's New Advertising Interface

FIRST LOOK: Cool Stuff Inside Twitter's New Advertising Interface | Marketing in Motion | Scoop.it
You can now buy Twitter ads to augment or hijack TV ad campaigns.

 

Although Twitter is widely recognized as a marketing communication tool, it is also seen as a conversation that is dominated and steered by consumers, rather than brands, as they can reject, ignore and shape what are the "trending" topics. This article touches on the idea of integrating brands even more into the 'conversation' that happens on Twitter, with real-time ad buying relative to ongoing world topics. This is an amazing tool for media buyers, and media planners as this shortens the ad-buying process and allows for instant connections to consumers. However, there is the potential to estrange Twitter users as brands may start to dominate the 'conversation'. There is also the potential for media buyers to get too ‘trigger-happy’ and start buying against strategic goals, alienating the target market. 

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Sophia Lal's comment, March 19, 2013 1:00 PM
Sophia Lal | 06095727 | COMM 335 -2 | twitter, social media, advertising, media planning
Suggested by Jean-françois Hung
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The British retailer Tesco launches the Homeplus Virtual Subway Store

http://www.youtube.com/watch?feature=player_embedded&v=fGaVFRzTTP4

 

In 2011, the British grocery shop chain Tesco launches in South Korea the marketing campaign HomePlus. The retailer firm has installed in some train stations of Seoul big boards showing many pictures of basics food product.

The tagline was “let’s the store come to you”. The target audience was the commuters waiting for their train. People used their smartphones by scanning QR codes. They gave their credit card details and the products were delivered to their houses.

 

This operation can be linked to the discussion we had in class about how the different tools of the marketing communications mix can be mixed to each other to leverage synergies. In this case, the digital technology greatly supports the use of the “out-of-home” media. Moreover this campaign shows how the digital media enables and transforms the traditional communication tools by getting closer sales promotions and advertising. Thus this campaign does not only advertise the brand but also produces a call-to action, involving then the actual purchase stage of the hierarchy of effects. 

 

Jean-François Hung, 10079346, Comm335-002 #digital #out-of-home #synergy

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Suggested by Tim Hughes
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TrackMyMacca's: a short film.

Once again, McDonald’s has found an innovative way to improve its brand image. Famously criticized for its quality, this fast-food giant has recently developed an App that allows consumers to “track-down” the origins of the ingredients used in their meals. With the use of GPS technology, image recognition software, and the time of purchase, this App taps into McDonald’s highly complex supply chain and is able to indicate the locations of origin of the specific ingredients found in consumers’ food.

Although this video certainly relates to several course concepts, I believe it relates most to our class on branding. Evidently, McDonald’s is aggressively attempting to change it image to one that is slightly more wholesome – something that is becoming increasingly important to consumers. However, this video also demonstrates McDonald’s ability to adapt to current digital trends; the company has developed an App that tightly integrates several very current technologies.                

 

Tim Hughes, 06302878, Comm 335-1, Video, McDonald's, Re-branding, Digital Strategy, Brand Image

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Joachim Scholz, PhD's comment, April 6, 2013 2:06 PM
It is really impressive to see how McDonalds pulled this one off. Their skills in managing the supply chain, and to provide real-time information to consumers, is breath-taking. It is also neat to see how McDonalds forays into the digital world, using Augmented Reality as a tool for consumer engagement.
Suggested by RuBy Chung
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OREO - Twist, Lick, Dunk Review [iPhone & iPad Universal]

This is a Youtube review of OREO’s mobile game “Twist, Lick, Dunk”. This game re-imagines the childhood tradition of how to eat OREOs. It is similar to fruit ninja where players swipe across the OREOs flying from the right side of the screen to twist them, and swipe them again to lick, and dunk them into the glass of milk on the left side of the screen. The more you can swipe in a row, the more points you get. Some OREO flavours are also worth more points than others. Overall this game is a form of content marketing for digital advertising. In the hierarchy of effects, it helps OREO to spread awareness and knowledge of its brand.  It teaches consumers how to eat OREOs and engage them to learn the different flavours of OREOs. In addition, it also increases the likability of OREOs by recalling the traditional appeal of eating OREOs and the aesthetic game design entices an emotional appeal. I think this is not only a well-thought out marketing campaign, “Twist, Lick, Dunk” can really attract the younger demographics that might not have seen the old commercial of how to eat OREOs. It is brilliant because it reinforces the differentiating point of OREO that is different from all other cookies.

 

Ruby Chung, 0617-8089 , Comm 335-2, campaign, digital advertising, hiearchy of effects

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Joachim Scholz, PhD's comment, April 6, 2013 1:05 PM
Great example how you can take advantage of emerging communication channels
Suggested by Sarah Klaassen
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Small Firms: LinkedIn Works, Twitter Doesn't

Small Firms: LinkedIn Works, Twitter Doesn't | Marketing in Motion | Scoop.it

Interesting Article about the lack of usefulness Twitter provides to small businesss. Some very good points are made, and proved through experiences, describing how Twitter lags when it comes to driving traffic to a webpage or promoting a business. While this may be true, I can't help thinking that this is not the best use of Twitter as a communication tool. By nature, the site requires interaction on behalf of the user/consumer - it requires that person to be engaged with the brand and, throughout his/her entire feed of tweets to click or engage with a specific one. Because of this, I would expect Twitter to be most useful concerning brands that have built a following, a culture, a personality behind them that inspire users to want to interact with that brand. What is going to drive a new consumer to follow a Twitter feed for a business they haven't heard of, and furthermore, choose to give their tweets attention? 

 

While I cannot argue that Twitter may not be the most helpful tool to promote a business, I can say I believe Twitter can be useful to small businesses - it just needs to be used in a different way. The value of Twitter as a communication tool really comes in with established brands, as they work to keep their presence interactive, alive and engaging to their consumers. 

 

Sarah Klaassen - 06095941 - COMM 335 - 001

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Suggested by Richelle
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Charmin 'Rolls Out' Bold New Native Ad Campaign

Charmin 'Rolls Out' Bold New Native Ad Campaign | Marketing in Motion | Scoop.it
Joachim Scholz, PhD's insight:

By Richelle Gaudet:

 

Confidence in traditional digital display advertising is quickly diminishing as consumers have become used to ignoring ads in almost a subconscious manner. Native advertising is a method of advertising that seeks to provide content in the context of a users experience, taking advantage of a media platform in the ways that consumers are actually using it. The goal is to make advertising less intrusive, increasing the likelihood that consumers pay attention or click on an ad.[1]  Recently, one of the most well known names in bathroom tissue, Charmin, has started using native advertising for the launch of their new promotional musical campaign based on the companies tagline “We all go, why not enjoy the go?”

 

The campaign features 30 second bathroom themed ballads, which Ripp identifies as “so well crafted, catchy, and authentically pop that many listeners are unaware that they’re enjoying an advertisement”, let alone a song about the ‘go’. The toilet tunes are taking advantage of available channels such as YouTube and iTunes radio, where a number of consumers listen to their favorite music hits.  The campaign acts to create interest around a highly commoditized product reaching audiences formerly oblivious to brand loyalty for bathroom tissue.

 

Good advertisements must be able to break through the clutter to gain and hold attention by providing content that is interesting, useful, or entertaining.[2] The merging of advertising and entertainment is one strategy, which can be used to create brand messages that are a part of entertainment rather then an interruption.[3] Charmin’s creative combination of informative marketing and musical entertainment is an interesting attempt at advertising which is sure to captivate consumers and convince them to choose Charmin as their “Number 1, when they go Number 2”.

 

[1] Ratcliff, C. 2013. What is Native Advertising and why do you need it? Retrieved from: https://econsultancy.com/blog/63722-what-is-native-advertising-and-why-do-you-need-it.

[2] Armstrong, G., Kotler, P., Trifts, V., Buchwitz, L. 2012. Marketing: An Introduction, Fourth Canadian Edition. Pearson Education Canada. 4th Canadian edition. PP. 464.

[3] Armstrong, G., Kotler, P., Trifts, V., Buchwitz, L. 2012. Marketing: An Introduction, Fourth Canadian Edition. Pearson Education Canada. 4th Canadian edition. PP. 465.

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Suggested by Richelle
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Coca-Cola’s New Corporate Website Aims to Refresh the World Through Storytelling

Coca-Cola’s New Corporate Website Aims to Refresh the World Through Storytelling | Marketing in Motion | Scoop.it

Humanities love for storytelling dates back to early civilization when ancient paintings lined cave walls. Today storytelling is at the heart of our families, communities, and cultures. This love for storytelling has inspired companies such as Coca Cola to combine stories into their marketing strategy.  “Coca Cola Journey” is Coke’s new corporate website that aims to engage with their customers through liquid and linked storytelling. Dedicated to the customers journey with Coca Cola, the site includes stories that represent their brand mantra of “living positively”.  The content is dynamic and customer driven recognizing that people are key to the brand’s success.

 

Everyone loves a story, but for marketers storytelling is more complicated as content must engage with consumers while promoting the brand. Coca Cola holds a higher standard for content, as they strive for what is referred to as liquid and linked content, which refers to content that flows freely but is not separate from other stories linking business objectives to consumer interests. For this reason consumer feedback and site data are vital for ongoing success in future content planning.  Coca Cola’s consumer centric approach has resulted in the development of a highly engaging site that resonates with its consumers by providing them with stories and content that adds value and significance to their lives, increasing site views and content syndication through content sharing.

 

The aim of marketing is not to sell a product but to satisfy customer needs and build relationships, which in return helps to capture value from customers (Armstrong et al., 2013, pp. 6). The success that Coca Cola has achieved through liquid storytelling is attributed to the company’s ability to understand their customer needs, wants, and demands helping them to develop quality content for their customers increasing customer value in return.

 

Armstrong, G., Kotler, P., Trifts, V., & Buchwitz, L. (2013). Marketing: An Introduction, Fourth Canadian Edition. Pearson Education Canada.

 

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Suggested by Paul Brown
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Google developing Street View-like feature for hotel interiors | Marketing Magazine

Google developing Street View-like feature for hotel interiors | Marketing Magazine | Marketing in Motion | Scoop.it

Have you ever wondered what the inside of the hotel really looks like before you hit the ‘confirm booking’ button?  Well, Google is taking the lead with another innovative idea which will show you just that. 

 

Google is working with major hotel companies, like Best Western and Carlson Rezidor Hotel Group, to bring you high-resolution 360° virtual tours of thousands of hotels across North America.  These organizations are providing Google with footage of their lobbies, bars, restaurants, guestroom, and even their conference centers and pools where applicable. 

 

By providing this unique service, Google is solidifying that their brand is a step above the competition, which will entice potential consumers who are searching for accommodations to use Google.  This in turn will allow Google to increase their advertisement income with the added hits.  As a result, Google is increasing their number of users, improving customer satisfaction and customer relations, and increasing revenue for the organization.   

 

Carlson is also working on developing another feature which will allow guests to move through the floor plan of their hotels.  I would personally like to see this function extended to things such as sites to see, and attractions in the vicinity of the hotel.

 

Finally, a new online payment application called Google Wallet is being launched which has associations with Omni Hotels and Resorts, Marriott, Avis, Amtrak, Alaska Airlines, and Orbitz. It will track loyalty program information in order to provide additional benefits to the consumers who choose to use Google for their travel needs.

 

Google continues to use their massive empire to spark new trends and wade into unchartered waters, but what makes them so successful is that they do it by asking their users what they want, and by keeping customers at the center of their new initiatives. 

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Suggested by Sharon Zhang
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Twitter's Vine App Will Make Social SEO Campaigns More Awesome

Twitter's Vine App Will Make Social SEO Campaigns More Awesome | Marketing in Motion | Scoop.it

 

Twitter, one of the most successful social media platforms in the recent years, launched a new mobile app on January 24th 2013, that allow users to make and share short video messages between brands and their consumers. As a mobile app that captures videos in six-second segments, Vine offers to capture and convey simple but effective messages. It offers a promising future to be the next big thing in social media marketing due to its simplicity and the growing presence of mobile use. It is predicted that mobile users will outnumber those using desktop devices in the next year, showing no signs of slowing down, becoming more and more relevant in the lives of consumers in the way they interact with each other and brands. It opens up the opportunity for brands to “go viral” just by being creative and engaging customers, at very low costs compared to traditional video advertising. It’s launch offers a peak at the changing landscape of technology and digital media, as brands aim to connect with their consumers by adding social media apps to their integrated marketing mix.

 

(Sharon Zhang, 06240962, COMM 335-2, digitial marketing, social media, article) 

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Suggested by Thuy Anh Nguyen
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Art, Copy & Code : Re-imagine advertising

Every year in Spring (usually in March), the South by Southwest Festival (SXSW) is organized; it is a set of film, interactive, and music festivals and conferences that take place in Austin, Texas. These past few years, it became a staple event where many start-up businesses stand out like Twitter, Foursquare or Instagram. All the entrepreneurs of the new technologies industry and all financial investors gather to discover the newest evolutions that will shake up the digital world within the next months.

The third day of SXSW was marked by a major announcement from Google, which launched a new digital movement: Art, Copy and Code, an advertising improvement which combines creativity, contents and technology.

Nowadays, the advertising industry cannot be only limited to images and text. In a highly-connected world, brands have vast and diverse spaces to spread their messages and values. The advertising industry moved over to “connected digital experiences”, based on technology and data. A change of paradigm that Google has just given a name to: Art, Copy, Code.

Technology and creativity cannot exist apart from each other anymore. It is no longer time for simple and traditional advertisement but for digital products which can provoke feelings, enjoyment and innovation for all consumers.

 

A good illustration for Art, Copy & Code is provided in the video featured above. Google created a shoe – in collaboration with Adidas, YesYesNo, and advertising agency 72andSunny – which is able to shout at its owner when he/she is being lazy, or motivate him/her when he/she is being active. According to Mike Glaser, marketing lead from Art, Copy & Code at Google, the aim of the shoes is to bring the idea of advertising to multiple creative forms, including the everyday objects around us. By connecting a pair of sneakers to the web, Google is able to create unique opportunities between physical objects in the real world and digital ad spaces, he says.

 

Thuy Anh Nguyen, 10081293, COMM 335-002: SXSW, Google, advertising, technology, digital, involvement, emotions

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Suggested by Yvonne Chung
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2013 Budweiser Super Bowl Ad — The Clydesdales: "Brotherhood"

Budweiser tugged the heartstrings of millions with a poignant Super Bowl 2013 commercial featuring a horse breeder raising a baby Clydesdale horse and then reuniting with him many years later, under the soft lullaby of Fleetwood Mac’s Landslide. It is ranked the No. 3 most shared Super Bowl ad of all time and has immediately garnered 1.5 million shares the next day (Monday morning).

 

Although in the entirety of the ad, it does not feature the product at all (informative executional framework), and barely had any brand name placement until the end, the message design was brilliantly executed.  It heavily used an emotional appeal, creating a strong bond that resonates powerfully between the customer and the brand. Anyone who watches this ad can reflect back to the milestones in their own life when they had to leave their comfort zone for better things, or experience a loved one depart from them. Budweiser had cleverly spun a real tear-jerker story, evoking heartwarming and positive emotions (love, loyalty, etc) that will definitely transfer towards the brand when the viewer purchases their next beer, developing a liking and preference for the brand. They used an affective > cognition > conative approach to persuade the customer.

 

Budweiser further engaged the viewer in a contest by asking its viewers to name “help name the baby Clydesdale seen in this commercial” by tweeting a name using the #Clydesdale hashtag. It leveraged the exposure of traditional advertising towards the digital platform, changing its message delivery with one campaign. This expanded its buzz and success online, further sparking engagement with the Clydesdale campaign, driving its virality. 

 

(Yuen Kuk Chung (Yvonne) , 06303534, COMM335-1, article, message design, message delivery, affective, emotion, liking)

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Sharrock's comment, October 14, 2014 12:54 PM
Yvonne, what do you mean by this, "They used an affective > cognition > conative approach to persuade the customer."? Is the conative domain explicitly explored in some marketing programs? You seem to be the first person to connect ethos with conation when it comes to rhetorical persuasion: logos, pathos, ethos.
Sharrock's comment, October 14, 2014 12:55 PM
I thought I was one of the few who saw this connection, but maybe many future marketers are already being trained regarding conation and the conative domain.
Suggested by Carmen Mattich
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Wendy's Fry-For-All

Wendy's Fry-For-All | Marketing in Motion | Scoop.it

The fast food chain Wendy’s primarily wanted to create awareness of the new product „Wendy’s Natural Cut Fries“ and launched the social media campaign „Wendy’s Fry-For-All“ with an integrated sales promotion. Consumers were encouraged to post boxes of virtual fries to their Facebook wall and urge friends to « pick a fry » from their box on their Newsfeed. In picking a fry by entering one’s name into the sweepstake, consumers and friends could get rewarded with prizes as an iPad or Nintendo Wii. Furthermore, if a users managed to get their box empty, they got awarded coupons. The campaign was a huge success and increased online engagement and stores sales. Within eight weeks, 50% of Wendy's Facebook community members had used the application and daily "Likes" doubled, with 112,602 participants and 3.5 million paid impressions. Wendy’s achieved their goal in creating awareness of the new product. But by awarding coupons and offering a price reduction, Wendy’s definitely encouraged their consumers to purchase a product from their store as well. Besides the steps « awareness » and « actual purchase » of the hierarchy of effects, Wendy’s might have promoted « liking» too. The contest/game had not only an extrinsic value (prizes, coupons), but featured an intrinsic value too. By creating a platform where consumers get into touch with each other (picking each other’s fries) and providing a kind of contest/game, Wendy’s offered entertainment. Getting entertained and having fun, the consumers might have developed good associations with Wendy’s and a liking for the brand. Carmen Mattich, 10078435, Comm335-1, hierarchy of effects, sales promotion, digital marketing

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Suggested by Rennie Dickson
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Distilleries Harnessing Digital Marketing

Distilleries Harnessing Digital Marketing | Marketing in Motion | Scoop.it

Glenfiddich is the world’s number one selling scotch single malt whisky. It is also one of the few remaining family owned distilleries in Scotland. However, it has long moved on from traditional sales methods that William Grant (founder) used in 1887.  In fact, more recently it has been described as using sate of that art marketing techniques. In March 2013 Glenfiddich released its latest form of marketing from its current integrated communications campaign, focusing on building relationships with its customers. This is a campaign that is full of industry firsts, as earlier in the Month the company completed its first ever tasting in the Grand Canyon, events marketing on a big scale.  

 

This latest digital marketing comes in the form of an interactive virtual distillery tour, filmed from a visitors point of view. From mashing to maturation, viewers are able to get a very real feel of the process and heritage. This is an example of digital marketing being harnessed well, it allows Glenfiddich to connect with those visitors less fortunate, and aren’t able to visit for real. While digital marketing is usually exploited due to the cost effective nature, in this example costs have not been cut or avoided due to the high price of production. The message delivery is a main feature here and allows the brand to maintain image of quality and expertise. Glenfiddich understand that operating in a growth industry and having customers all over the world they must maintain efforts to stay ahead of competition.  However currently Glenfiddich want the virtual tour to be used sparingly, avoiding overuse and prevent decreasing the effectiveness, hence limited availability online.

 

(Image shows the home screen shot of tour, users can click on areas to be taken round)

 

Rennie Dickson, 10078390, Digital Marketing

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Suggested by Madeline MacKenzie
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The Future of the Fashion Show - Topshop Unique AW13

TopShop’s digital marketing campaign “The Future of the Fashion Show” took its past year’s campaign to a whole new level. It was focussed on content marketing, utilizing video diaries and a “Model Cam” which allowed viewers to experience the catwalk at London Fashion Week from the model’s perspective. Topshop’s Google+ app “Be the Buyer” even allowed consumers to create their own collection.

 

The campaign applied the brand’s perception as being innovative in product and experience to its marketing communications. The campaign’s goal was to scale TopShop’s UK popularity globally. Utilizing digital marketing was crucial to the campaign’s success as the typical TopShop consumer is digitally inclined, allowing increased targetability.

 

The campaign also allowed for multi-directional interactivity, giving TopShop insight regarding consumer wants. However, in an industry which is dependent on constant innovation, it is important TopShop limit consumer input, to ensure they are not simply creating “faster horses”—Henry Ford. 

 

- Madeline MacKenzie

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Suggested by Brittany Cooper
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Dove: Thought Before Action

Dove’s Campaign for Real Beauty was launched almost ten years ago and they continue to introduce movements aimed at promoting natural beauty and making women feel comfortable with themselves. Dove’s newest campaign is targeted directly at those who distort our image of real beauty including graphic designers and photo retouchers. Dove disguised their message as a Photoshop action which claims to add a skin glow enhancement to photos. However, when downloaded the application actually reverts the photo back to its original state, “Making the point that Real Beauty isn’t retouched”.  This campaign presents an example of digital marketing that allows Dove to target a very specific audience, solely those who partake in the behaviour of photo editing. The campaign doesn’t appear like advertising because it is targeted towards photo-editors rather than Dove’s customers. However, this public relations move appeals to customers because they can connect to Dove’s message as it evokes feelings of acceptance and suggests that Dove believes every woman is beautiful. It’s also an example of conscientious consumerism as it affects positive change, criticizing the photo editing trend which has become commonplace in today’s society. These photos create unrealistic expectations for real girls and women, with potentially damaging effects on their body-image and self-confidence. This creates goodwill for Dove, as celebrating natural beauty improves the firm’s image. 
(Brittany Cooper, 0604 7256, Comm335-1, campaign, digital marketing, public relations, real beauty)

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Suggested by Sophia Lal
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The 15 Most Influential Instagram Users Advertisers Are Dying To Work With

The 15 Most Influential Instagram Users Advertisers Are Dying To Work With | Marketing in Motion | Scoop.it

As we have discussed many times, social media tools have been used for direct brand-to-consumer conversations. As consumers move to new social media tools, such as Instagram, brands must continue to try and create conversation. They are taking a 'Fight Club" method by sending people like these 15 influential instagram users to take pictures of branded content - trying to increase the reach of their brand and the image of their brand with the followers of these instagram accounts. 

 

I think this is an interesting idea as many may not know that these Instagrammers are being paid, or being sponsored to go to these events and that creates an ethical problem. However, until it is founded out by the consumers, the brands who are using this avenue of advertising through Instagram have essentially found a way to pay for word-of-mouth, a method that was traditonally considered "unpaid."

 

Sophia Lal | 06095727

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Sophia Lal's comment, March 19, 2013 1:01 PM
COMM 335-2| social media, unpaid word of mouth, brand awareness
Joachim Scholz, PhD's comment, April 6, 2013 1:09 PM
Its also a good example of the fragmentation of media channels. With social media, everybody can be a broadcaster, not only brands, but also every consumer
Suggested by Carmen Mattich
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Prizes and underpants - How a sales promotion campaign could improve its performance with the help of underwear

Prizes and underpants - How a sales promotion campaign could improve its performance with the help of underwear | Marketing in Motion | Scoop.it

Generating a high number of social and media conversations and improving the demand for one’s product while even breaking a guinness world record…and as the icing on the cake, winning an award for the best sales promotion led campaign of the year 2012. Sounds like impossible? It’s possible!

 

In 2012, Dr Pepper launched the integrated marketing campaign „Pants or Prizes“which was meant to be a huge success. Concerning the sales promotion component, Dr Pepper sold special drink packs in stores. By texting the unique codes on promotional packs to a certain mobile number, the customer could win a prize such as e.g. an HDTV..or a pair of over 400,000 Dr Pepper underpants ! While those prizes were the extrinsic value for the customers and got them engaged, there was an intrinsic value to be added as well. Fans of the Dr Pepper Facebook page could add a branded pants graphic to a photo of themselves and upload it to the Dr. Pepper « Hall of Fame » online gallery.

 

All in all, this Dr Pepper franchise building promotion definitely increased awareness and knowledge of the brand and might have improved the image of the brand as well – since the customers actively participated in the activities the campaign provided. It’s an example of a creative and funny sales promotion campaign that successfully addressed customers.

 

http://www.youtube.com/watch?v=XfqCbMIlBhk

 

Carmen Mattich, 10078435, COMM335-Section 001, direct, promotions, campaign

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