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Animated Short "Dark Noir" Uses Crowdsourced Suggestions to Tell Supernatural Mystery Story

Animated Short "Dark Noir" Uses Crowdsourced Suggestions to Tell Supernatural Mystery Story | IMC | Scoop.it
Absolut enlisted Brazilian comics artist Rafael Grampá to create an animated short with user-generated suggestions submitted through the Vodka company’s Facebook page as part of their #NEXTFRAME pr...
Malcolm Campbell's insight:

This is a great example of co-creation. Absolut took suggestions through Facebook about how the story should progress for this animated short. 

 

Involving the consumers like this builds relationships and increases equity. It also reinforces Absolut's positioning as a cool, creative brand and the association with young artists leverages them even further.

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£40 Mumm champagne beats £400 Perrier-Jouet in blind taste test

£40 Mumm champagne beats £400 Perrier-Jouet in blind taste test | IMC | Scoop.it
A UK panel conducted a blind taste test on champagnes and sparkling wines that ranged in price from £18 to £400 – and a £40 bottle was deemed the best.
Malcolm Campbell's insight:

In relation to the blind taste test between Coke and Pepsi we did in our workshop, this article goes to show how perceptions are everything in the world of marketing. People also preferred cheaper wine.

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The 80/20 Rule of Social Media Influencers

The 80/20 Rule of Social Media Influencers | IMC | Scoop.it
Mavens: The 20% of your customers who actually bring 80% of the responders to every marketing program! Social media influences, or Mavens have a huge market and brand influence!  It’s the 80/20 rul...
Malcolm Campbell's insight:

This article says 20% of people influence 80% of the market. A statistic that I do not doubt the accuracy of at all. Market mavens will have a huge impact on the success of your brand and its awareness. They not only point their followers in your direction, but other mavens too, opening even more doors to other communities of consumers. The problem is finding the maven among your followers that has the influence, then using them to your advantage.  

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Latest Horror-Movie Ad Prank, With a Screaming Devil Baby, Is Completely Messed Up

Latest Horror-Movie Ad Prank, With a Screaming Devil Baby, Is Completely Messed Up | IMC | Scoop.it
Here's one baby that no one's expecting. "Devil Baby Attack," a rather mean-spirited if grimly hilarious marketing stunt for the upcoming horror film Devil's Due, shows what happens when well-meaning New Yorkers try to check on an unattended baby carriage.
Malcolm Campbell's insight:

Viral marketing at its finest/freakiest. In the same way low budget horror movies somehow turn over millions in the box office (case in point: Paranormal Activity 5), this marketing agency turns low budget campaigns into viral phenomenons.

 

I watched this video a few weeks ago, I admit, it did creep me out but it also had me in stitches. I even recommended it to a few friends. The video now has over 43 million views and has caused a bit of controversy because of the 'danger' it posed to the unsuspecting public (which only gave it more attention). They've really nailed reaching their target audience in a time where it's getting harder and harder to grab peoples attention.

 

Give it a watch for a cheap laugh if you haven't seen it yet. 

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Psychology And Advertising - YouTube

Little Timmy learns about persuasion in adversiting. Assignment for Applied Psychology. Written and designed by Lori Benoy and Sole Lander. Animation and Sou...
Malcolm Campbell's insight:

Cool little animation about the ellaboration likelihood model we looked at in our IMC lecture today. It explains how your level of involvement in a product/service determines whether the central or the peripheral route will be more effective in an advertisement.

 

 

 

 

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Honey Maid: Love - YouTube

We made a commercial about what makes families, family. And we received a lot of comments. See what we did with them.
Malcolm Campbell's insight:

Beautifully executed video from Honey Maid responding to negative feedback they received for a TVC featuring gay and interracial parents.

 

Although they may have alienated themselves from a certain market segment, they've now gained immense support from other consumers, even from people who don't like the product. One youtube user commented, "I now want to go buy graham crackers even though I despise them" - Gab J  

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Customer Relationships Now Drive Brand Perceptions

Customer Relationships Now Drive Brand Perceptions | IMC | Scoop.it
Brands are people first, and startups, as well as every existing business, need to realize that this brand perception is becoming more and more driven by their relationships with customers
Malcolm Campbell's insight:

People are quick to judge. It's a survival instinct to quickly analyse other peoples intentions towards you. We do this to determine whether they mean harm or good.

 

This article explains how we do the same thing with brands. If we think a brand has intentions to rip us off, we will respond negatively and warn others. Thats why it's important companies try their hardest to display warmth and competence towards its customers. It keeps them loyal and is much more cost effective than acquiring new customers. 3-10 times more cost effective.  

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Reinventing Social Media: Deep Learning, Predictive Marketing, And Image Recognition Will Change Everything

Reinventing Social Media: Deep Learning, Predictive Marketing, And Image Recognition Will Change Everything | IMC | Scoop.it
The world’s largest social networks are storing massive amounts of never-before-analysed data that could reveal crucial information about consumers — from how people arrive at purchase decisions, to what services or goods they may need in the near future.
Malcolm Campbell's insight:

I look forward to the day an ad pops up on my screen that I'm actually interested in. The same "how to get a six pack" ad has been showing up on my youtube and google pages for months. I don't even go to the gym.

 

This article is short but it points out that targeted ads have not been perfected yet. There's simply just too much information to sift through, rendering it "unstructured". Facebook alone gathers 500 times more information than the NY stock exchange everyday. Thankfully, artificial intelligence will soon be smart enough to classify us as consumers and predict what we want to buy before we know we need it. Some marketers are even afraid they wont be prepared to deal with the massive influx of information they'll have access to.

 

I guess as a student of Marketing I should be excited... But honestly it's a little unnerving to think one day my computer will know me better than I know myself.

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5 Great Examples of Real-Time Social Media Marketing | Social Media Today

5 Great Examples of Real-Time Social Media Marketing | Social Media Today | IMC | Scoop.it
"You can still dunk in the dark," said the tweet heard 'round the world during the 2013 Superbowl blackout. It was the ultimate example of a brand using social media to respond to real-world happenings in real-time. It was enormously popular.
Malcolm Campbell's insight:

Social media is a great way for brands to share their views and show humor or compassion towards topical subjects. It really does humanise a company when they comment on something the rest of the world is talking about.


Real-time tweets from companies can come across as quick wit, making people laugh and induce positive attitudes towards the brand. A company supporting the right cause can also build character. For example, Virgin Holidays posting in support of same sex marriage as soon as the bill was passed in the UK. It shows they're relevant and fits their liberal brand image perfectly.

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