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...
Suggested by K.P. Page
Scoop.it!

Snack company partners with Canadian Olympic Committee - Food In Canada

Snack company partners with Canadian Olympic Committee - Food In Canada | Marketing in Motion | Scoop.it

Mondeléz Canada and the Canadian Olympic Committee have announced a four-year partnership, which will launch in time for the Winter Games in Sochi

 

Joachim Scholz, PhD's insight:

By Karen P. Page:

 

Mondeléz Canada, which brands include Cadbury, Dentyne, and Christie, became an official sponsor of the Canadian Olympic Committee in November 2013.  Using Canada’s Olympic Team as the tool, Mondeléz Canada launched a public relations (PR) campaign, utilizing several strategies to obtain favorable publicity, promote select products and appeal to the Canadian market. 

 

Distinctive packaging for Mini-Chips Ahoy, Oreo cookies, Maple Leaf cookies and Ritz crackers were linked to the Olympics.  The packaging included: the official COC symbol; treats strategically placed upon ribbons to represent medals; and a maple leaf imprinted on Oreo and Ritz.

 

The campaign also made effective use of social media. Television integration with Canada Broadcasting Corporation prominently featured two animated mascots, Pride & Joy. There were live communications via Twitter and Facebook.  An interactive app was available for download on iTunes, Google Play or www.prideandjoy2014.ca.  The app provided users with updates and chances to win a variety of prizes, including a trip for two to Russia to watch the Men’s Gold Medal hockey match.  Mondeléz Canada also committed to donating $1, with a maximum of $50,000, to the COC for every download, thereby inviting Canadians to feel as though they were supporting the Canadian Olympic team.

 

The campaign was a PR success.  It appealed to the Canadian market’s “pride & joy” and afforded the opportunity for the public to support Canada’s athletes.  It provided excellent packaging and, through social media and traditional advertising, effectively linked the brand with the Olympics. To have improved upon the campaign, Mondeléz Canada should have further promoting the donation to the COC and announcing the grand prize winners. Publicity surrounding both events would have confirmed Mondeléz Canada’s commitments and served as a capstone opportunity to further promote their brand and Olympic sponsorship.

more...
No comment yet.
Suggested by Brendon Holder
Scoop.it!

Cracker Barrel Signs On As Brad Paisley Tour Sponsor

Cracker Barrel Signs On As Brad Paisley Tour Sponsor | Marketing in Motion | Scoop.it

The southern restaurant franchise Cracker Barrel has signed on as Brad Paisley’s major tour sponsor. The 40-year old country singer has been ranked No. 16 in Billboard’s top 25 Tours of 2012 with the majority of them selling out. The artist is known for working with brands that are align with who he is to create a very organic partnership. Past sponsors have been Chevy and Hershey’s. His brand partnerships agent states, "Those sorts of brand partnerships have always been very true to who Brad is. I think some of the other things that drew him to Cracker Barrel is that he is a family man and [Cracker Barrel's] demographic really aligns with his - it's country."

 

For Cracker Barrel, this isn’t the first partnership with country stars the restaurant has garnered. With past sponsorships with Alison Krauss, Alabama, Edens Edge and Zac Brown Band the restaurant chain is no stranger to country. By partnering with Paisley for the upcoming tour guide it will offer Crack Barrel the opportunity to access a different demographic. With over 620 locations in 42 states the restaurant traditionally has appealed to a demographic within the baby boomer age group. Brad’s fans skew a bit younger than Cracker Barrel’s current consumer base and is more diversified in lifestyle.

 

The brand integration with the tour will not be your typical “banner and logo” sponsorship. Although there has been nothing finalized yet there are talks of a Cracker Barrel branded tour bus and branded rocking chairs for album signing events. “"Artists at the level of Brad Paisley don't necessarily need a tour sponsor, but they remain intrigued by brands that will be true partners," concluded the agent. "It's not about the old model of throwing up a name and logo on a screen - - it's about doing things that are a little bit different."

This example shows how a brand can organically be integrated through sponsorship to reach new target consumer. It is through sponsorship that consumers can create associations that allow them to “like” the brand and attach value to it.

 

Brendon Holder, 0609-6125, COMM335-002; PR and events, liking, sponsorship, celebrity endorsement, brand integration, target consumer

more...
No comment yet.
Suggested by Orietta Mukeza
Scoop.it!

Much Music teams up with Coca-Cola third Covers Competition

Much Music teams up with Coca-Cola third Covers Competition | Marketing in Motion | Scoop.it

"MuchMusic and Coca-Cola Covers is back and twice the fun - this year, we want duets!"

Much Music is partnering with Coca-Cola for the third installment of the Much Music and Coca-Cola Covers online singing competition. The competition is a perfect example of event marketing with Coca Cola sponsoring not only the contest but also the annual Much Music Video Awards (MMVA’s). The competition targets young Canadians between the ages of 13 and 24 who are invited to submit their personal renditions of one of the six trendy songs selected by Much Music. From there, they can share their videos through Facebook and Twitter and the lucky finals whose videos gets the highest ranking then have the chance to win the Best Cover Award at the MMVA’s. The competition has proven to be an increasingly popular way to build both Coca Cola and Much Music’s brand images while increasing consumer involvement with both brands. By the video submission deadline, 1,300 videos had been submitted compared to 1,200 in the first year. Moreover, the microsite with the song options had received 628,000 unique visitors and 11 million impressions via social media [1].

 

[1] http://mediaincanada.com/2013/03/05/muchmusic-reprises-coca-cola-covers/

 

(Orietta Mukeza, COMM335-1, Public Relations, Event Marketing, Rewards, Campaign)

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

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.

more...
No comment yet.