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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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 Chia
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Kit Kat Free No WiFi Zone

Kit Kat Free No WiFi Zone | Marketing in Motion | Scoop.it

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

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Suggested by Tim Hughes
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Domino's Posts Customer Reviews, Good and Bad, in Times Square

Domino's Posts Customer Reviews, Good and Bad, in Times Square | Marketing in Motion | Scoop.it

In order to break through the clutter that exists within the highly saturated pizza market, Domino’s elected to make creative use of the consumer insights that it had been collecting through online consumer feedback. More specifically, the organization decided to feature select customer comments (both positive and negative) on an enormous digital billboard in New York City’s Times Square. By doing this, Domino’s hoped to both increase its perceived transparency and improve its quality consistency as well. However, this initiative failed; Domino’s excessive honesty led to an overexposure of the company’s flaws, ultimately tarnishing its perceived product quality.

In COMM 335, we have often spoken of both the importance of collecting consumer insights and also of the difficulties that company’s face when trying to “break through the clutter” of saturated markets. Though unsuccessful, Domino’s has provided us with an excellent example of how companies can creatively tie both objectives together. 

 

Tim Hughes, 06302878, COMM 335-1, Article, Consumer Insights, "Breaking through the cluttler", Domino's, Perceived Quality   

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Suggested by Alicia Della Maestra
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The Human Billboard

The Human Billboard | Marketing in Motion | Scoop.it

With all the current clutter and bombardments of traditional advertising, many companies are trying to find new and innovative ways to get people to think of their brand within the awareness, knowledge and liking stages of the hierarchy of effects. The newest PR stunt is approaching females 18 and over in Japan and allowing them to put temporary thigh tattoos of advertisements, which would be located between the women’s skirts and stockings. These tattoos have to remain visible for at least eight hours (depending on the contract) and the models have to walk around and post photos on various forms of social media, such as Instagram, Twitter or Facebook.

 

The most recent companies to try ‘thighvertising’ include promotions for the band Green Day’s new album, as well as Takashi Murakami’s new book.

 

This innovative kind of publicity is run in congruence with many social media mediums, as well as acting, quite literally as a walking billboard. Towards the models, these act as a form of self-image congruence, as they feel whichever product they are advertising for agrees with some aspect of their self, whether that be ideal, actual, or ought self. This also allows for brand awareness, and certainly causes some buzz towards whichever brand is being advertised at the time.

 

Although this is being done solely in Japan, where there are different ethical standard than the Western culture, this may be crossing the limit. Sexual appeal is, as we know, a very effective tactic in advertising, as it targets peoples, and in this case, predominantly men’s emotional appeals. The placement of these advertisements may grab the attention of many people, but will they really remember the band or company name tattooed on a females upper thigh?

 

Alicia Della Maestra, 06195750, COMM335 001; #PR #EmotionalAppeal #SexualAppeal #Advertising 

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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 Kelly Wittig
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New Music: Drake – Started From The Bottom | Neon Limelight - Exclusive Music News, Artist Interviews, Reviews, Photos!

New Music: Drake – Started From The Bottom | Neon Limelight - Exclusive Music News, Artist Interviews, Reviews, Photos! | Marketing in Motion | Scoop.it

Drake fans highly anticipated the release of his new album as promised at the Grammy’s on Feb 10th by Universal. However, in an attempt to reconnect to his Canadian roots and loyal fans, On Feb 1st Drake posted his new song on his official website. This was supported also by unveiling a massive billboard along the Gardiner’s Highway going into downtown Toronto with the title of his new song, “Started from the bottom.” He wanted the billboard to communicate that he is not privileged and started right where everyone else is - he worked hard to struggle his way to the top.  Furthermore, by rejecting the Grammy’s for his official release, Drake proved that he valued his Canadian fans more than the celebrity glam. Thus, his branding objective was to establish intense, active loyalty and social acceptance to build a stronger relationship with fans and increase album sales. This integrative marketing approach for his album was highly effective and further leveraged his digital platforms. Not only did it provide a giant print advertisement to attract the attention of commuters; but also created online buzz, traffic to his offical website, and extensive media coverage as the story was shared on MTV the following day.

 

Kelly Wittig, 06036332, Comm335- 001, #Campaign #Multi- platform marketing #Brand Equity # FanLoyalty 

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