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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Beyoncé's Surprise Album Was the Year's Most Brilliant Release | Underwire | Wired.com

Beyoncé's Surprise Album Was the Year's Most Brilliant Release | Underwire | Wired.com | Marketing in Motion | Scoop.it
Late last night Beyoncé released a surprise album on iTunes. The internet went nuts and it was great.
Joachim Scholz, PhD's insight:

Beyoncé's aurprise album that dropped a few days ago is a wonderful example of how event marketing is being merged with social media marketing. You can consider this the wholy grail of interactive marketing - there, I said it. What do we look for in events? Excitement, memories, experiencing something that we will remember for a long time to come. And what do we look for in social media marketing? Engaging fans and followers to share information, to generate word of mouth, to trigger large-scale cascading effects. 

 

Beyoncé created a moment on social media, a time in which much of the social media chatter focused in on something unexpected, both in terms of its existence and its marketing. A secret album?! OMG! It is like an event that transcended its real world boundaries and became an online event, creating an incredible amount of buzz.

 

"This isn’t necessarily the future of album releases for major artists, but for someone like Beyoncé it might be the smartest way to do an album release. Whereas most artists constantly self-promote on social media, Beyoncé is using fever-pitch level of interest in Beyoncé to do the promoting for her. She didn’t put piles of pre-release teasers on YouTube; she released the album and let everyone else tease it for her." 

 

Will it work for everyone? Well, Beyonceé can pull it off on her own, but even lesser-known people could strive to find ways in which something unexpected, something unbelievably interesting happens all of the sudden. 

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Cody Nold's curator insight, March 15, 2014 6:09 PM

No Promoting need with this girl.

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Video: The Commercial Campus

Video: The Commercial Campus | Marketing in Motion | Scoop.it
Corporations are hiring popular students to promote their brand on campus.
Joachim Scholz, PhD's insight:

This NYT video gives a glimpse into the world of brand ambassadors and buzz marketing. Far beyond just handing out free stuff on campus, but also offering a helping hand when moving in, throwing a party at Target, posting on facebook, and much more.

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WestJet Christmas Miracle: real-time giving

Thanks to a team of merry WestJetters and the power of technology, we've learned that miracles really do happen. See how we did it, and learn how you could w...
Joachim Scholz, PhD's insight:

A wonderful example of how event marketing spins into a viral social media campaign, thereby multiplying the effect and reach of the campaign.

 

WestJet passenger spoke with a WestJet Santa (in blue, of course) before boarding, telling them all their wishes for christmas. Thanks to the WestJet elves who ran into the stores, passengers received their presents upon arrival while waiting for their luggage.

 

This is the right time to launch such a campaign, and even though it seems expensive to buy TVs and Andriod tablets for your passengers, the reach that is generated by this campaign for free will easily make up for it. It is another good example how you can plan to become viral, similar to Volvo's stunt with Jean Claude van Damme. In the current WestJet case, the timing is excellent and the campaign plays high on real emotions that are captured on the faces of the everyday people in the video.

 

But really, I think it is mainly a timing issue and a desire for miracles. We all long for a miracle for christmas, and having an airline that reinforces kids beliefs into the magical figure of Santa is a good trigger to share this video.

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Axelle Breton's curator insight, December 12, 2013 5:53 AM

Un beau cadeau pour les clients Westjet!