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 A. Savard
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Toronto Raptors recruit Drake as Brand Ambassador ... Can the Franchise Rebound?

Toronto Raptors recruit Drake as Brand Ambassador ... Can the Franchise Rebound? | Marketing in Motion | Scoop.it
Joachim Scholz, PhD's insight:

By Andre Savard:

 

Torontonian and hip hop star Drake, who once started from the bottom was recently announced by Maple Leaf Sports and Entertainment as the new global brand ambassador to the struggling Toronto Raptors NBA franchise.  As the Raptors continue to be known for being stuck at the bottom, their new rebranding and PR campaign aims to use star power as part of a celebrity endorsement and franchise rebranding strategy.

 

Brand ambassadors have been well established in the world of marketing based on the concept that brand ambassadors symbolize cultural meanings in society, thus when a strong association exists between a product and an endorser, a median is created to connect the product with consumers, thus building and enhancing brand power.  How this marketing trend differs is that professional sports traditionally focus on actual player-hype and promotion in a branding campaign, rather than the injection of celebrity power.  This article illustrates how celebrity endorsement is becoming an integral part of marketing communications and branding for the Raptors, not to mention other NBA teams.  However, it can only work for the Raptors if consumers have a credible belief that Drake is genuinely committed and linked to the Raptors brand despite being paid to act so. Drake, who’s known for his strong musical tie to inner-cities, his courtside support to the Raptors, positive social-influence, and his chart-topping lyrics that praise “Toronto as a first-rate global city” evoke the marketing message sought by Raptors management.  The Raptors aim to boost franchise popularity and explore new branding opportunities with Drake as their brand ambassador.

 

Overall, the Raptors rebranding strategy shows promise for a franchise rebound; however, in an era dominated by social media and near instantaneous information exchange, there remains serious risk of marketing backfire if Drake’s public opinion shifts negative, thus creating unwanted brand associations!

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Suggested by Carmen Mattich
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What Else? | No Compromise with Penelope Cruz | Nespresso

In November 2012, the Swiss company Nestlé launched a new campaign to promote their coffee brand Nespresso in the US. While George Clooney had successfully helped to promote Nespresso outside of the US, Nespresso again relied on celebrity endorsement and engaged the Spanish actress and Oscar-winning Hollywood star Penélope Cruz to promote their coffee system. With the campaign „No compromise“, Nespresso was aimed at increasing brand awareness and the brands sales of the coffee machines for home use in the US and Canada.

 

In the commercial, Penélope Cruz is sitting on a couch, reading a book and watching her boyfriend making a Nespresso coffee for her. During that scene, she’s explaining why she loves the coffee that much. She conveys how easy it is for consumers to create good coffee at home with a Nespresso machine where you only have to touch of a button.

 

While the TV ads with George Clooney were always given a touch of humour and therefore, had an emotional humour appeal, the spot with Penélope Cruz is a more serious ad. On one hand, a rational appeal is used since the ad shows how easily a perfect coffee is made using a Nespresso machine. On the other hand, there seems to be an emotional appeal as well since it’s a story about passion for coffee. Furthermore, Penélope Cruz acts as a spokesperson for Nespresso and helps to create an emotional bond with the product.

 

This advertisement demonstrates how a brand uses a celebrity to help establish a personality for the brand. Being of Spanish background, Penélope Cruz stands for the European background of the brand and, at the same time, represent the elegance and passion of the brand.

 

Finally, the campaign, using TV, digital, social, print and a new website, contributed to a high growth of the brand in the American market which shows that celebrity spokespersons still work today.

 

Carmen Mattich, 10078435, Comm335-1, Creative Strategy, Creative Tactics, Campaign

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Suggested by Madeline MacKenzie
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2014 Jeep® Grand Cherokee "Chip Away" OFFICIAL COMMERCIAL

The use of celebrity spokespeople is extremely risky, as the endorser may do something to tarnish the associated brand. This has contributed to the declining use of celebrity endorsements.

 

A recent ad for the Jeep Grand Cherokee uses an affective tactic, evoking feelings of motivation and triumph among consumers. Jeep has utilized Al Pacino’s famous speech from the film "Any Given Sunday", in which he plays a football coach. In this peripheral route to persuasion, Jeep exploited the “familiarity effect”, knowing that repetition often creates positive attitudes.

 

Using characters as pseudo-celebrity spokespeople mitigates the risk that real-life spokespeople may, in the future, act against the best interests of an associated brand. Though the source may not be considered equally credible, I would argue that, depending on the character, consumers’ emotional bonds to the spokesperson may be strong enough for them to be equally effective.

 

Madeline MacKenzie, 06046885, COMM 335- 001- campaign, message design, familiarity effect, affective tactic, spokespeople

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Scooped by Joachim Scholz, PhD
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Oscars host Ellen DeGeneres poses for Samsung sponsored selfie, but tweets from her iPhone

Oscars host Ellen DeGeneres poses for Samsung sponsored selfie, but tweets from her iPhone | Marketing in Motion | Scoop.it
Samsung's promotional efforts to pose celebrities at the Oscars next to its products took an embarrassing turn when the host of the event, Ellen DeGeneres, tweeted before, during and after the event from her iPhone.
Joachim Scholz, PhD's insight:

Samsung has used celebrity endorsement for quite a while to market their top smart phones, but the difficulties are immense when it comes to something so inherently social as smart phones. Ellen DeGeneres, Franz Beckenbauer, and David Beckham could easily tell the world how much they love Kellog's Corn Flakes, but if they ate muesli in their home no one would really know. But not so much with smart phones, and Samsung struggles that they pay top dollars to celebrities to endorse Samsing phones but then go on and tweet and take pictures with iPhones.

 

 

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Jiamei Li's curator insight, August 15, 2014 1:35 AM

This is an interesting topic for marketing communication barrier. The Oscar host made Samsung's promotional efforts fail to communicate the right information to the target audience such as post unclear selfie. The worse thing is the host using iPhone to tweet.It seems to help iPhone to promote their product instead of promoting Samsung. It is marketing communication barriers, The marketer of Samsung lack of the right marketing promotional strategies by carefully design the process which make them waste of money and embarrass the brand image. 

Suggested by paul choi
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Blake Griffin Jumps Over a Kia and Wins 2011 NBA Dunk Contest (2-19-2011)

Kia’s new marketing campaign featuring NBA superstar Blake Griffin has drawn the attention of NBA fans.  This campaign has been praised due to its unique creativity and humor, but is this commercial selling the new Kia Optima or Blake Griffin? This whole campaign started in 2011 when Kia offered a free car to whoever won the dunk contest, during this contest Blake Griffin proceeded to jump over a Kia Optima and took home the trophy.

 

From the initial conception of this campaign, it has always been about Blake Griffin. This awe-inspiring footage was replayed on sports broadcast channel garnering global publicity. When someone jumps over any car it is no doubt a miraculous feat, but what’s making that jump, Blake or the car? Regardless of what car he jumped over, he still would have been the star of the show. This campaign appeared to have all the key components for success; they used a very recognizable and likeable celebrity, and associated this spokesperson the brand. So, what is missing? When looking at the meaning transfer theory, this campaign has gotten to the first two stages of the meaning transfer between celebrities and brands; however, it has failed to get to the most important final stage. Consumers have not bought this product in an effort to capture some of the meaning associated with the celebrity because we don’t believe this to be realistic. This campaign is extremely memorable and exciting, but people will remember Blake Griffin as the guy that jumped over the Kia not the guy that drove it home.

 

Paul Choi, 05988997, Comm 335-2, Celebrity Spokesperson, Transfer Theory

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