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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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Scooped by Joachim Scholz, PhD
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McDonald's Has a New Mascot, and It's Terrifying

McDonald's Has a New Mascot, and It's Terrifying | Marketing in Motion | Scoop.it
McDonald's has unveiled a new mascot Wednesday -- an anthropomorphic box with a huge set of teeth, called "Happy."
Joachim Scholz, PhD's insight:

Twitter's response to McDonald's new mascot.

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Scooped by Joachim Scholz, PhD
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Starbucks 'Tweet-a-Coffee' Campaign Prompted $180,000 in Purchases

Starbucks 'Tweet-a-Coffee' Campaign Prompted $180,000 in Purchases | Marketing in Motion | Scoop.it
Starbucks' "Tweet-a-Coffee" program prompted $180,000 in purchases.
Joachim Scholz, PhD's insight:

Twitter is right now moving into paid advertising, but there are so many better ways of how you can integrate twitter into your marketing mix to make a quick sale. Starbucks shows the way:

 

By tweeteing @tweetacoffee together with a friend's twitter handle (you can use mine to try that out :), you can send $5 along a friend's way to treat him or her to a coffee at the Bucks. Starbucks saw some okay returns on this, mainly though on the first day.

 

But the real treat (not for your friend, but for the company!) is that Starbucks has now linked some customers' twitter accounts to their customer IDs, enabling them to do some more data mining and consumer intelligence gathering. In other words, Starbucks loyalty program just went social. 


Here is a core quote from this short article:

 

"Ajani says the real coup for Starbucks is that it now has linked 54,000 users 'Twitter IDs to their mobile phones and customer IDs. "Here's proof that direct-response [marketing] works on Twitter," he says. Even better, Starbucks will now be able to access the Klout scores of those customers and see what topics interest them.

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Suggested by Yvonne Chung
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2013 Budweiser Super Bowl Ad — The Clydesdales: "Brotherhood"

Budweiser tugged the heartstrings of millions with a poignant Super Bowl 2013 commercial featuring a horse breeder raising a baby Clydesdale horse and then reuniting with him many years later, under the soft lullaby of Fleetwood Mac’s Landslide. It is ranked the No. 3 most shared Super Bowl ad of all time and has immediately garnered 1.5 million shares the next day (Monday morning).

 

Although in the entirety of the ad, it does not feature the product at all (informative executional framework), and barely had any brand name placement until the end, the message design was brilliantly executed.  It heavily used an emotional appeal, creating a strong bond that resonates powerfully between the customer and the brand. Anyone who watches this ad can reflect back to the milestones in their own life when they had to leave their comfort zone for better things, or experience a loved one depart from them. Budweiser had cleverly spun a real tear-jerker story, evoking heartwarming and positive emotions (love, loyalty, etc) that will definitely transfer towards the brand when the viewer purchases their next beer, developing a liking and preference for the brand. They used an affective > cognition > conative approach to persuade the customer.

 

Budweiser further engaged the viewer in a contest by asking its viewers to name “help name the baby Clydesdale seen in this commercial” by tweeting a name using the #Clydesdale hashtag. It leveraged the exposure of traditional advertising towards the digital platform, changing its message delivery with one campaign. This expanded its buzz and success online, further sparking engagement with the Clydesdale campaign, driving its virality. 

 

(Yuen Kuk Chung (Yvonne) , 06303534, COMM335-1, article, message design, message delivery, affective, emotion, liking)

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Suggested by Sophia Lal
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FIRST LOOK: Cool Stuff Inside Twitter's New Advertising Interface

FIRST LOOK: Cool Stuff Inside Twitter's New Advertising Interface | Marketing in Motion | Scoop.it
You can now buy Twitter ads to augment or hijack TV ad campaigns.

 

Although Twitter is widely recognized as a marketing communication tool, it is also seen as a conversation that is dominated and steered by consumers, rather than brands, as they can reject, ignore and shape what are the "trending" topics. This article touches on the idea of integrating brands even more into the 'conversation' that happens on Twitter, with real-time ad buying relative to ongoing world topics. This is an amazing tool for media buyers, and media planners as this shortens the ad-buying process and allows for instant connections to consumers. However, there is the potential to estrange Twitter users as brands may start to dominate the 'conversation'. There is also the potential for media buyers to get too ‘trigger-happy’ and start buying against strategic goals, alienating the target market. 

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Sophia Lal's comment, March 19, 2013 10:00 AM
Sophia Lal | 06095727 | COMM 335 -2 | twitter, social media, advertising, media planning
Suggested by C.A. Radley
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How Oreo Won the Marketing Super Bowl With a Timely Blackout Ad on Twitter | Underwire | Wired.com

How Oreo Won the Marketing Super Bowl With a Timely Blackout Ad on Twitter | Underwire | Wired.com | Marketing in Motion | Scoop.it
Amid all the million-dollar commercials that ran during the Super Bowl on Sunday, Oreo pulled off a marketing triumph by capitalizing on the game's blackout on Twitter.

 

As Super Bowl 2014 approaches, I cannot help but think of the ingenious real-time marketing that Oreo and its marketing team, 360i, did last year during the Super Bowl blackout. 

This article discusses the emergence of real-time marketing and how Oreo embraced it. Real-time marketing in social media allows companies or brands to interact directly with consumers.  Oreo’s marketing team and company executives converged during to Super Bowl capture consumers’ reaction to the event much like a newsroom to respond to any online feed generated by the Super Bowl. No one could have anticipated the blackout, but Oreo used it to engage audiences everywhere.  Oreo’s Super Bowl tweet, “You Can Still Dunk in the Dark”, instantly grabbed consumer recognition and praise for its innovation. The tweet was not only embraced by consumers but actively engaged them, since they chose to share the message with their friends and family via social media.  It was Oreo’s quick reaction which has pushed real-time marketing to the forefront pushing other marketers to find a way to reach out and engage with audiences.  After all it was not the 4M, 30 second ads that consumers were talking about during or after the game, but Oreo’s tweet.

Oreo’s tweet was an ingenious demonstration of how social media allows companies to use real-time marketing to connect to consumers. In 2014 the cost of a Super Bowl commercial will cost approximately 4.5M for a 30 second spot which allow businesses who can afford it to connect with a record number of consumers.  After all even those who do not watch football, watch the Super Bowl for the commercials (myself included). I cannot wait to see who will top Oreo's real-time marketing and how they do it.

With all this talk of Oreos and real-time marketing, I suddenly have the urge for an Oreo.

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Suggested by Sharon Zhang
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Twitter's Vine App Will Make Social SEO Campaigns More Awesome

Twitter's Vine App Will Make Social SEO Campaigns More Awesome | Marketing in Motion | Scoop.it

 

Twitter, one of the most successful social media platforms in the recent years, launched a new mobile app on January 24th 2013, that allow users to make and share short video messages between brands and their consumers. As a mobile app that captures videos in six-second segments, Vine offers to capture and convey simple but effective messages. It offers a promising future to be the next big thing in social media marketing due to its simplicity and the growing presence of mobile use. It is predicted that mobile users will outnumber those using desktop devices in the next year, showing no signs of slowing down, becoming more and more relevant in the lives of consumers in the way they interact with each other and brands. It opens up the opportunity for brands to “go viral” just by being creative and engaging customers, at very low costs compared to traditional video advertising. It’s launch offers a peak at the changing landscape of technology and digital media, as brands aim to connect with their consumers by adding social media apps to their integrated marketing mix.

 

(Sharon Zhang, 06240962, COMM 335-2, digitial marketing, social media, article) 

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Suggested by Yvonne Chung
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The Half-Decent Oreo Tweet That Dazzled a Nation

The Half-Decent Oreo Tweet That Dazzled a Nation | Marketing in Motion | Scoop.it

During the 2013 Super Bowl blackout, it may have been a disappointing lapse for hardcore football fans, but for Oreo, it was a prime chance to advertise. At 8:48 pm, within minutes of the blackout, Oreo tweeted a snappy, perfectly relevant ad that shot its brand to social media stardom, marvelled by all Super Bowl brands that day. The tweet is “Power out? No problem,” which then links the user to an Oreo ad with the copy, “you can still dunk in the dark.” Since then (as of March 19, 2012), it has been a viral hit - retweeted 16,072 times and favorited 6,212 times. The same image on Facebook has garnered over 20,000 likes. AdAge commented that it was “arguably the best ad of the game.”

 

The true brilliancy of this ad was its timely message design and message delivery channel. The Super Bowl is regarded as the most expensive advertising spot ($4 million per 30 second) of all time, as it is the most watched American television broadcast yearly with an audience of 111 million viewers. Subsequently, it attracts big brands to pay big bucks to have its commercial viewed alongside. Oreo cleverly leveraged this opportunity in a MUCH cheaper way. The channel is social media; the vehicle is Twitter. The Oreo graphic was “designed, captioned and approved within minutes” of the blackout. Decisions were made in real time. Oreo marketers devised a social media “mission control” center during the game.

 

This is a powerful example of the potential of social media as a viable communication channel – to reach millions with the cost of almost nothing (relative to TV ads in both production value and spot rates). Oreo’s stunt has effectively reached their current (those who follow Oreo on Twitter) and potential customers, reminding them that the Oreo brand is still relevant today. This example crossed the realm of television to the digital, showing the growing power of social media, challenging traditional channels and pushing advertising boundaries to a new age. 

 

(Yuen Kuk Chung (Yvonne), 06303534, COMM335-1, article, message delivery, digital, social media)

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Suggested by Sarah Klaassen
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Small Firms: LinkedIn Works, Twitter Doesn't

Small Firms: LinkedIn Works, Twitter Doesn't | Marketing in Motion | Scoop.it

Interesting Article about the lack of usefulness Twitter provides to small businesss. Some very good points are made, and proved through experiences, describing how Twitter lags when it comes to driving traffic to a webpage or promoting a business. While this may be true, I can't help thinking that this is not the best use of Twitter as a communication tool. By nature, the site requires interaction on behalf of the user/consumer - it requires that person to be engaged with the brand and, throughout his/her entire feed of tweets to click or engage with a specific one. Because of this, I would expect Twitter to be most useful concerning brands that have built a following, a culture, a personality behind them that inspire users to want to interact with that brand. What is going to drive a new consumer to follow a Twitter feed for a business they haven't heard of, and furthermore, choose to give their tweets attention? 

 

While I cannot argue that Twitter may not be the most helpful tool to promote a business, I can say I believe Twitter can be useful to small businesses - it just needs to be used in a different way. The value of Twitter as a communication tool really comes in with established brands, as they work to keep their presence interactive, alive and engaging to their consumers. 

 

Sarah Klaassen - 06095941 - COMM 335 - 001

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