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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Scooped by Joachim Scholz, PhD
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Hipsters Ruin Everything: This Denim Ad Parodies The Best Scene From 'American Psycho' (Video) | Elite Daily

Hipsters Ruin Everything: This Denim Ad Parodies The Best Scene From 'American Psycho' (Video) | Elite Daily | Marketing in Motion | Scoop.it
Only an ad agency based in Amsterdam could come up with a commercial this amazing because whoever came up with the idea to make a jeans commercial based on the infamous business card scene in "American Pyscho" had to be f*cking stoned.
Joachim Scholz, PhD's insight:

If you like American Psycho, this one is for you. And if you are interested in how brands become producers of cultural content, this is especially for you.

 

I am not sure how to call this 6 minute parody of American Psycho / hipster culture yet. Maybe "cinematographic content marketing"? It surely is content marketing, one of the finest and most entertaining examples, as it provides some valuable entertainment instead of pure information and the deepening of mindshare through repition. You could also call it branded entertainment, as this 6 minute video almost reaches short movie format. 

 

However you call it, from a creative perspective this video just strikes the totally right balance in borrowing from an iconic movie and updating it into a new era. What was the Yuppie in the 80s are the Hipsters in the 10s: Both privileged in their lifestyles and obsessed with status consumption. At first, I was irritated that Bateman's famous Phil Collins monologue was replaced by a lecture about the merits of animal-digested coffee beans, but it totally makes sense from two perspectives: First, the furthering of niche interests and cultural consumption / habitus in the hipster culture, and second as a wonderful tie in to the marketing strategy of this jeans outlet to provide a refreshing atmosphere in their stores. You will have to watch the video in order to figure out what I mean by this, because I don't want to take this away from you.

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Tropicana Orange Juice Waste $35 Million on their New Marketing/Packaging Failure

After consumers complaints, Tropicana ditches their $35 million Packaging and Marketing Failure
Joachim Scholz, PhD's insight:

This clip details the PR desaster when Tropicana dared to change its iconic packaging of their orange juice. You know, the straw coming straight out of the orange. 

 

On e level his is a good example how consumers are more empowered today with social media, how they are able to immediately voice concerns and make complaints, and how companies can listen to these conversations (or rather angry outcries, in this case) to inform their marketing.

 

On a different level, this clip demonstrates how hopelessly misused marketing terminology is these days at CNN. Subliminal? I don't think so! And what is wrong with this "expert"??

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KatrinaSun's curator insight, December 7, 2015 10:11 AM

This clip details the PR desaster when Tropicana dared to change its iconic packaging of their orange juice. You know, the straw coming straight out of the orange. 

 

On e level his is a good example how consumers are more empowered today with social media, how they are able to immediately voice concerns and make complaints, and how companies can listen to these conversations (or rather angry outcries, in this case) to inform their marketing.

 

On a different level, this clip demonstrates how hopelessly misused marketing terminology is these days at CNN. Subliminal? I don't think so! And what is wrong with this "expert"??

Suggested by Malin Björk Runsvik
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Digital Product Placement

http://www.youtube.com/watch?v=Swz5L5Vjkmc

 

The company MirriAd came to my mind when we were talking about product placement in class today. This video from MirriAd shows a relatively new form of product placement simply called digital product placement. What the company does is basically to in retrospect place products into TV-shows, film or internet content. Through contracts with different content providers MirriAd offers product placement to companies whom want their product showcased in, for example, a TV-show or a movie.

 

As we talked about in class the number one feature of the Public Relations is that it needs to be subtle, the brand “just happened to be there”, the company is not pushing sales just simply creating an awareness for the brand. This is made through new technology which makes the different products blend into the environment of the set even though they weren’t there when the scene was originally filmed.

 

By making this digital product placement companies can see what demographics that a certain TV-show or an internet-video speaks to and then decide whether this is the audience that they also want to target with their product. Through placing the product in the specific content the brand can become a part of the costumers consideration set without them really noticing it, as the customer might have in an advertisement.  

 

Digital product placement could also be seen as the safer way of product placement. Companies can choose from a variety of TV-shows, movies and internet content and then decide which one they want to be a part of. Companies have the demographics and they can see the different contents ahead from deciding whether they want to be featured or not. This instead of actively search for new content which might match their product and simply hoping that it will match their intention properly.

 

Malin Bjoerk Runsvik, 10083085, Comm335-1, Public Relations, MirriAd, Digital Product Placement

Joachim Scholz, PhD's insight:

Forget about Augmented Reality, this is about Augmented Fiction!! Malin has a good point here about better knowing the target audience's demographics and psychographics post hoc. Also, I think in addition it allows to retrofit classic and evergreen TV shows with current advertising. I wonder how this would impact certain associations of the longevity and classic-ness of a brand (if, for example, a Johnny Walker ad would suddenly show up in Casablanca). And how would it violate the first rule of PR club (don't let people know you are advertising). 

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Suggested by Jessica Louie
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Huge Bear Surprises Crew on EcoBubble Photo Shoot in BC

Similar to the Polar bear Nissan Leaf ad we watched in class (http://www.youtube.com/watch?v=VT_3xtI2kvM), there is no doubt that Samsung has used satire in the ad to bring attention to their washing machine with eco bubble technology. After watching this ad, I had to watch other videos that further explained this innovative technology (http://www.youtube.com/watch?v=8MzLbFLuBms). Did the advertisement capture the audience in a creative manner? Absolutely. Did the advertisement capture the audience in a strategic way? I would beg to differ. I felt like the ad did not mention the bubbles as well as the energy saving capabilities as two of the key features of this washing machine. With no major changes to the exterior image of the washing machine, I felt like Samsung's creativity did not highlight the key attributes. What do you think?

 

(Jessica Louie, 06337096, Comm335-1, Advertisement, IMC, Youtube)

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Social Media Video 2013

Social Media Video 2013: Social Media Revolution 4 was written by international best selling author and keynote speaker Erik Qualman. It's part of a series o...
Joachim Scholz, PhD's insight:

Some nice little facts on the use of social media, especially in regards to usership and trust (in comparison to advertisement). This Erik Qualman guy might be worth checking out.

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Marketing moves the world

FEATURING Michael Lerner, Ivo Nandi, Mark Saul, Mark Kelley, Jennefer Lafleur, Juzo Yoshida, Joe Pistone, Jon Schmidt AGENCY Goodby, Silverstein & Partners CREATIVES…
Joachim Scholz, PhD's insight:

A humorous take on how marketing moves the world. A great intro video for presentations on marketing, such as my first Introduction to Marketing lecture tomorrow morning.

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Columbus, Ohio: Test market of the U.S.A.

Columbus, Ohio: Test market of the U.S.A. | Marketing in Motion | Scoop.it
The Midwestern city gives companies exactly what they want: A cross-section of the American public on which to test market their products
Joachim Scholz, PhD's insight:

If you can ignore the over-the-top excitement displayed by the CBS "journalist", this video gives some good insights on how companies try out new product ideas and concepts in a test market... in Columbus, Ohio

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Suggested by Alicia Della Maestra
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The Transformation of Product Placement: When is Too Much, Too Much?

Product placement started off as a harmless and subtle way to raise awareness for brands and products, but has transformed to an oversaturated market of products. From James Bond’s infamous sip of Heineken in Skyfall that was discussed in class (of which you could barely tell it was a Heineken, had it not been such a controversy), to the not-so-subtle AT&T, Coke and Ford mentions in American Idol has cluttered the market.

 

But how far is too far?

 

In the Transformers newest film, Dark of the Moon, there was a record of 71 product placements within the film. The clip above shows just a few of the examples, most of which were very obvious. The market of product placement has been cluttered to the point where it is not as effective as it used to be, and many consumers are desensitized to being bombarded by product placement.

 

Alicia Della Maestra 06195750 COMM335-001 video, product placement, public relations, Transformers

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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.

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