Marketing in Motion
18.2K views | +0 today
Follow
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.
Your new post is loading...
Your new post is loading...
Scooped by Joachim Scholz, PhD
Scoop.it!

Case Study – Lynx Excite's Fallen Angel Campaign

Case Study – Lynx Excite's Fallen Angel Campaign | Marketing in Motion | Scoop.it
Joachim Scholz, PhD's insight:

Lynx dreamed up an interactive advertising that used Facebook details to personalize its online video campaign. Their engagement stats are impressive: 80,000 new facebook fans.

more...
No comment yet.
Suggested by Cynthia MacEachern
Scoop.it!

Tourism Queensland Seeks Applicants for "The Best Job in the World" - Island Caretaker - YouTube

Joachim Scholz, PhD's insight:

By Cynthia MacEachern:

 

This 2009 “hiring” video by Tourism Queensland seeks applicants for “the best job in the world”.  The successful applicant would have responsibilities of living near on the Great Barrier Reef in a paid for beach house, “care take” the islands of the Great Barrier Reef, feed the island fish, blog and write about experiences, and receive a salary of 8800 dollars per month for six months. Recruitment ads were placed in print and on-line media and generated over 35,000 responses.   

 

Applicants were to apply by posting a video on-line explaining why they were the best one to be hired as a “caretaker of the islands”.  The PR activity, designed to promote tourism to the Great Barrier Reef succeeded beyond all imagination. For just one million dollars in costs, it was assessed to have generated seventy million dollars’ worth of value in global advertising.  It captured the attention of the global media, who fed reports of its progress over a period of months.  The applicant videos were available on-line for all to review and resulted in much high quality interaction between the public and Tourism Queensland. 

 

By all accounts it was a stunningly successful PR campaign that later won one of three grand prizes at the Cannes Lions International Advertising Festival-winning the digital category. Tourism Queensland leveraged several of today's trends in advertising and PR.  The marketing mix leans on promotion.  The recruiting ad focused on attracting attention with strong incentives, and it invited and rewarded customer responses-so was very interactive.  The message execution included elements of spice of life, lifestyle, and fantasy.  In broader terms this campaign takes advantage of the changes in technology to enable an interactive, digital experience.  This was an effective brand engagement.

more...
No comment yet.
Suggested by Kathryn Moore
Scoop.it!

Finally, an Alternative to the Much-Hated QR Code

Finally, an Alternative to the Much-Hated QR Code | Marketing in Motion | Scoop.it

http://mashable.com/2014/01/09/qr-code-clickable-paper/

 

Welcome to the participation economy. 

 

No longer are consumers willing to be passive; today’s digital consumers prefer to actively engage, co-create, participate and be included in the conversation and marketers that understand this concept win big.  Engaging customers through interactive marketing, particularly in the outdoor environment, has been challenging given that consumers have been less than enamored by the technologies currently available – technologies that include the much maligned, or in the author’s words, much hated Quick Response (QR) code.    Enter clickable paper. 

 

Clickable paper is a new cross-media service that allows the consumer to click on an image, rather than a code, and subsequently be provided with a plethora of online digital information.  Clearly an improvement over the ugly, black and white, anachronistic QR codes which only point the consumer to a single site.  QR codes, originally created for the automotive industry, have been termed ‘clunky technology’ in that they were designed to be mechanically scanned by a narrow beam; that is to say that the consumer also needed to remain perfectly still in order to scan the QR code.  Clickable paper solves this problem and can be utilized on any type of printed media including newspapers, magazines, direct mail, books, brochures and posters. 

 

The verdict is still out on whether or not clickable paper can, as the author asks, reboot marketing efforts at engagement; however, this innovation from Ricoh is a valiant effort in finding new ways in which to engage with the consumer.  Clickable paper may even serve to fast-forward the shift toward improved interactive marketing in the great outdoors.

more...
No comment yet.
Scooped by Joachim Scholz, PhD
Scoop.it!

The Push Up Muscle Shirt | The Flattering Man

The Push Up Muscle Shirt | The Flattering Man | Marketing in Motion | Scoop.it
Just read about this. It looks kind of amazing. beats getting a gym pass am I right?
Joachim Scholz, PhD's insight:

Old Spice guy is back, this time with a version of "prankvertising" that enlists viewers to prank their own buddies. Old Spice has been successful in getting their commercials viral before, mainly due to its irony and invitations to engage with the makers of the commercials. This campaign starts a new page in Old Spice's playbook, as it takes the marketer out of the way and just lets consumers spread the message among each other without any company interaction. 

more...
No comment yet.
Suggested by Jean-Luc Rioux
Scoop.it!

Red Bull triggers social engagement via mobile advertising - Advertising - Mobile Marketer

Red Bull triggers social engagement via mobile advertising - Advertising - Mobile Marketer | Marketing in Motion | Scoop.it
Red Bull is enlisting mobile and social advertising to launch three new energy drink flavors.

 

 

In April 2013, Red Bull combined mobile and social advertising while launching three new energy drink flavors: cranberry, lime and blueberry flavors of the energy drink brand’s new Red Bull Editions products. Using applications such as Pandora, Red Bull specifically tailored its marketing to the taste preference of the application user.

Joachim Scholz, PhD's insight:

Insight by Jean-Luc Rioux:

 

Red Bull has mastered the art of content marketing. Based on many successes of the brand in the past, the company is developing ideas that simply attract readers, viewers and listeners to the brand.  By using mobile applications such as Pandora, Red Bull is communicating directly with its customer, tailoring publicity material to the desire of its client demographic. Given the active life-style associated with Red Bull users, maximizing a campaign effort on medium meant to be accessible while on the go is in perfect harmony with the company’s brand.

 

Red Bull Mocial’s (mobile and social) approach to marketing is optimizing the exposure of the brand by ensuring that each tool complements each other, maximizing communication and synergy about the brand’s latest products.  

 

Red Bull has enjoyed great success with sales promotion tools such as coupons which positively engaged the consumer to the brand. Although Red Bull had incredible success with its marketing, going forward the company may need to adjust its hype and sensationalism promotion campaign towards a more “Youtility” marketing concept.  The company should consider “giving” something useful for free as opposed to interrupting the customer in the way they communicate with their mobile. By competing for attention at the same level than the user’s family, Red Bull consumer may become increasingly annoyed by their marketing pollution approach.

 

However, for the time being, Red Bull brand's power exceeds its product which despite its association with extreme sport is nothing else then a drink!

more...
No comment yet.
Suggested by Ronald Balkaran
Scoop.it!

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.”  

more...
No comment yet.
Suggested by Ronald Balkaran
Scoop.it!

The Rules To Play By: Gamification in marketing | Marketing Magazine

The Rules To Play By: Gamification in marketing | Marketing Magazine | Marketing in Motion | Scoop.it

Marketing: It’s all about games!

 

Gamification is the “use of game thinking and game mechanics in non-game contexts to engage users in solving problems.  It is applied to improve user engagement, return on investment, data quality, timeliness, and learning (Wikipedia).”  In recent years, gamification has been widely applied in marketing to connect with consumers.

 

As highlighted in the article, gamification is not only about video games but also about using game mechanics such as reward offerings and “community status.”   The example of Foursquare was provided where badges were offered and members could become the mayor for frequently visiting a location.  Although gamification gained popularity since 2009, it is predicted that by 2014 80% of gamified applications will fail to meet business objectives due to poor designs.

 

In order to be successful, several recommendations were offered by senior executives in industry.  Firstly, the gamified application must use existing consumer behaviors and then reward it and not try to create new consumer behaviors.  Secondly, it must provide meaningful rewards for consumers and must offer high value propositions.  Thirdly and I would offer the most important, the brand must understand its customers and provide an experience that makes them want to participate more.  It was also suggested that the brand must focus on the experience with the product as opposed to the product itself. 

 

In all recommendations above, the consumer is the focus with a clear understanding of wants and needs.  In addition, the consumer experience must be considered in order to create a successful application.  With a sizeable gaming market, it is expected that gamification will continue to be a major trend in marketing.  Not just a trend in itself, gamification represents a fusion of four marketing trends: social media usage, the mobile revolution, big data in marketing, and wearable computer gadgets.

more...
No comment yet.
Suggested by Madeline MacKenzie
Scoop.it!

Super Bowl Viewers Will Vote On How Coke and Audi's Ads End

Super Bowl Viewers Will Vote On How Coke and Audi's Ads End | Marketing in Motion | Scoop.it

This year, Super Bowl XLVII is all about you! Both Coca-Cola and Audi are asking for your direct impact in the content of their ads during the biggest TV event of the year. For Coke, this means that viewers can vote for 1 of 3 possible endings to its ad via any major social media site, in an attempt to meet the viewers “where they are”. Coke’s arch rival, Pepsi.Co, is using a similar strategy to engage viewers during its Halftime Show starring Beyoncé. During the show, fans will be brought on stage to dance alongside the pop idol, and an array of fan photos will be used in an ad to introduce the performance. Though Coca-Cola, Audi, and Pepsi seem to be the pioneers of this new trend towards viewer involvement, other brands including Toyota and Doritos have jumped on board. The increase in viewer involvement seems to be an attempt to build wider influence networks, giving loyal consumers the opportunity to have their voices heard. 

 

Madeline MacKenzie, 06046885, Comm335-002, #article #consumerinvolvement #influencenetworks #socialmedia #crossplatformintegration

more...
No comment yet.