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Ron Burgundy is everywhere. There is no escaping him. The fictional 70s title character in the 2004 movie “Anchorman: The Legend of Ron Burgundy,” played by Will Ferrell, has taken over.
By Ross Tansley
“Anchorman II” recently released in theaters went a step further than the traditional motion picture advertising tactics such as releasing a trailer that previews the movie. The main character, Ron Burgundy, a news anchor, brought the character to life by appearing on news casts, sports shows, commercials and interviews all while staying in character.
Public relations was the key opposed to the traditional movie trailer as a way of advertising the movie; giving people a taste of the movie and leaving consumers wanting more is exactly the same as a movie trailer. However, using public relations captures consumer attention in a new way by creating a “buzz” which ended up going viral on social media sites, which was most likely the intent. By using social media, maximum exposure was achieved to geographically disbursed consumers at relatively no cost; not only people who happened to be watching the news at that time would see the promotion. Moreover, this new promotion tactic will be more memorable to consumers than a traditional movie trailer and the “hype” will have a longer lasting effect.
This nontraditional tactic was very smart because it is possibly the first of its kind, but also because of the difficulty of duplication. This would not have worked without having an already well known character (movie must be a sequel with a well-defined main character) and the character’s profession must be something that can be translated into real life such as a news anchor. It would be very hard for characters in “The Hobbit” or “Lone Survivor” to actually perform the same occupation in real life as they do in the movie. It is hard to tell if this intensive marketing campaign made a significant impact on ticket sales. However, Ron Burgundy is defiantly a household name in North America.
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Here's one baby that no one's expecting.
Steve Neta's insight:
This video caught my attention as it made national news headlines across North America today. Call it marketing, a publicity stunt, a bad prank – or as some in the marketing world call it, “prankvertising”. It creates some good food for thought. The prank was staged in New York City and it tempted the good will of passers-by with what appeared to be an abandoned baby carriage. When a good Samaritan checks on the carriage, the “Devil Baby” sits up and screams at him or her – at times the remote-controlled carriage would chase them as well.
At face value, this prank achieved what was intended – it got people across the continent talking about the stunt and linked it to the movie, Devil’s Due. However, it raises an interesting question in these types of marketing “stunts”: How much is too much?
On one hand, video of this prank went viral and drew a ton of publicity. On the other hand, it took unsuspecting well-meaning people and gave them quite a scare – all while filming it to be later shown to the world. David Gianatsio of AdWeek notes that these efforts “can be invasive, sadistic and potentially risky.” The risks can be many because, as Gianatsio’s article points out, reactions from non-actors can be real. There are risks in people getting hurt, legal liabilities, and causing traumatic consequences.
There are friendlier versions of prankvertising, but what is the true value in stunts that trade on fear and verge on obscenity? One cannot deny that they attract attention – in just one day, “Devil Baby Attack” has garnered nearly 16.5 million views. What really needs to be considered is “how much is too much?” There can be a fine line to walk between getting attention and being offensive.
A approach the horror film industry is trying to market out horror films. Good article about the ethical side to how much is too far for advertisers and especially for this case with devil baby! Being punished for being morally good??
Randy and I were having lunch in downtown Orlando today when someone appeared to have dropped their wallet. People shouted out to the person who dropped the wallet and Randy ran over and picked it ...
Another good example how communications can be a powerful way to reach consumers. It does not have to be TV all the time, and not billboard either. Burger King sent out a horde of people who dropped their wallets at busy places, just to be found by other people to "reward" them with coupons and other collectibles.
This simple guerilla tactic does the trick just nice, creating excitement, surprise, joy and gratitude that can be connected to the brand.
In this fast paced world, one sometimes wishes for moments of disconnectedness, to be in a safe place where work and emails cannot reach you. Kit Kat’s recent ad campaign in Amsterdam, the ‘Free No-WiFi Zone’, does just that and is in line with their slogan “Have a break, have a Kit Kat.” The concept is simple: just a public bench and a device to fight off those pesky signals from the outside world. As the advertiser describes, the zone disrupts all wireless signals within five meters, giving people a chance to enjoy a newspaper, a book, or even a conversation with an actual human being.
Even though the products themselves were not directly promoted, it was evident that it was Kit Kat behind the campaign, with the design of the ‘Free No WiFi Zone’ sign resembling the Kit Kat logo. This enabled people to more easily able to connect the campaign to the company. Thus, the campaign managed to generate a positive image for their brand and stimulated favourable media coverage, which would be especially useful in the 'liking' stage of the hierachy of effects.
Jean Chia, 10081459, Comm 335-002, Public Relations, Campaign, Liking
I cannot help but think that the face of advertising has changed in many ways in recent years from free social media marketing to good and bad media stunts. Companies are going to extremes as they vie for our business using a form of advertising known as “prankvertising” via viral videos of pranks designed to draw our attention to a brand or company.
This article discusses how and whether “prankvertising” is worth it. “Prankvetising” is achieving its intended use, it is getting us talking and sharing the videos with our friends and family who in turn do the same via social media. After all we all love a good prank. “Prankvertising” grabs our attention, makes people laugh and cuts through the clutter and complexity of modern media. These trending viral videos are eventually picked up by mainstream media. The article discusses that the ultimate goal of “prankvertising” is getting the video onto traditional mainstream media. Once a prank advertisement is picked up by traditional media, it allows companies to reach millions of people without the same financial investment required of television commercials and other advertising ploys. It amuses and leaves consumers with a memorable impression which is forever linked to the brand or company. “Prankvertising” cuts through the continuous advertising noise that consumers are bombarded with daily. I am not sure that I will ever forget the devil baby prank or the alien crop circles. Admit it. You know which pranks I talking about. Is it worth the risk? So far it is, but this begs the following questions: “What will happen when “prankvertising” crosses the line and enrages consumers? Will it spell the end of a company or brand?”
A chip maker's plot to draw attention to a new product had people scratching their heads and looking for UFOs
Not sure if this is how I do this, I can get it to post with the insight tag on my own page, but I don't seem to get that option here.
This is a strong example of using mystery and the main stream media to do your marketing for you and at little cost.
The level of detail in the crop circle plays on people who believe that “aliens” are out there to drive the story and because of the buzz create by those who are alien visitor believers, main stream media outlets like CNN which cater to people’s desire to believe in the weird and wonderful quickly hopped onboard with the story giving it international attention. http://www.cnn.com/2014/01/01/us/california-crop-circle-gone/
It is also an effective campaign due to the many meanings of the number 192 that is written in braille in the crop circle design. These possible meanings created further interest in the story as many individuals taking a preference as to which of the various meanings of the number were trying to be represented caused further attention in the media.
Adding to the buzz was the release of a YouTube video reportedly showing “aliens” creating the crop circle. http://www.youtube.com/watch?v=Eoz0QUYU45o
When the company Nvidia announced at the Consumer Electronics show that the crop circle was their work and was designed to promote the company’s newest chip for smart phones and tablets, the company was able to use all the publicity that the crop circle speculation and associated You tube video had created to effectively create a buzz about their company and its newest product prior to one of the world’s biggest electronics shows.
The overall result is that Nvidia was able to be the buzz company at the start of the show and it created the effect at little cost by pandering to those who believe in the improbable and the main stream media’s desire to get the next big scoop!
This is my submission for Marketing trend #2
Pepsi’s Uncle Drew commercial was broadcasted in 2012, this campaign was very well know in social medias and became viral few days after it was launched. We almost can’t see any pepsi logo during the commercial, we even can say that this can be considered as a mix between product placement and branded entertainment. The complete advertisement has more than 4 minutes of duration, that means, it couldn’t be showed on TV. All we can see about Pepsi in this commercial is, sometimes, someone drinking a Pepsi. We can easily say that this campaign was one of the most successful viral of 2012. All was recorded in a court in LA, and the crowd watching the game thought that the camera was there for a documentary about street basketball. The success of the campaign was so great that Pepsi also requested the production of two other chapters, and the Uncle Drew commercial is already in part 3.
Antonio Guimaraes, COMM 335-1, Branding, Product Placement, advertisement, video
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)