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How Red Bull Takes Content Marketing to the Extreme - Mashable

How Red Bull Takes Content Marketing to the Extreme - Mashable | Integrated Marketing Communication |
How Red Bull Takes Content Marketing to the Extreme
James O'Brien writes for The Content Strategist, a digital magazine by Contently, the leading technology company for brand publishing tools and talent.
Janardin Bhana's insight:

Great way how #Redbull has marketed their products. We see them everywhere!! 

cortimax's curator insight, June 30, 2015 11:50 AM

Come RedBull porta il Content Marketing all'estremo!!!

Ítalo Oliveira's curator insight, December 12, 2015 8:38 PM

Italo Oliveira Analysis: The energy drink market has grown exponentially since the early 2000s. Red Bull has been the front runner throughout those years establishing themselves as the extreme sports company. What is interesting about them is that they rarely actually market the Red Bull drink. They use other methods to link the Red Bull drink to an activity. The content marketing that is used is extremely successful and Red Bull has become up there with companies like McDonalds and Starbucks. Red Bulls doesn't only sell a drink they sell an experience they sell a lifestyle, just like how Apple does. The only difference is that Mac will show their computers and gadgets while we seldom see an actual Red Bulls can. We see the trademark red bulls and we notice to colors but we hardly get to actually see the can. What Red Bull has discovered is that no one wants to go to a website and watch a 45 minute video of a can. They want to be engaged and they want to feel a certain way when they see the brand Red Bull, and that is exactly what they have done. 

Analysis: I've always been inspired by these companies who become a lifestyle brand ( Nike, Red Bull, Apple ) These companies have been able to tap into a market that is very hard to reach. When selling a lifestyle you have to make sure that your product fits into the lifestyle that your are trying to portray. Even though some people might only drink a Red Bull to get an extra boost for their morning routine Red Bull portrays themselves as a product that was meant to reach the impossible and do what is extreme. Even though that doesn't constantly run through a person's mind while they are purchasing the drink they have been seeing these images for long enough to know that extreme sports or street sports relate to Red Bull. 

Rescooped by Janardin Bhana from Social Media and Healthcare!

What You Need to Know About the 5 Most Successful Social Media Campaigns for Social Change

What You Need to Know About the 5 Most Successful Social Media Campaigns for Social Change | Integrated Marketing Communication |

The Ice Bucket Challenge isn’t the first social media charity campaign to go viral — and based upon the success of these other online movements, it certainly won’t be the last.

The videos filled your Facebook and Twitter feeds for weeks. Everyone from your great aunt to your favorite actor to politicians jumped on the bandwagon and doused themselves with ice-cold water all in the name of charity.

Whether you love it, hate it or experienced the challenge’s chill firsthand, it’s official: The ALS Ice Bucket Challenge, in all its cold, wet glory, is a bona fide social media success. But it’s far from the first online marketing campaign to go viral. Here are five social media campaigns — and what you need to know about them — that have made a substantial impact on an organization’s efforts to raise awareness or funds for its cause.

1The Ice Bucket Challenge

Origins: Oddly enough, the Ice Bucket Challenge wasn’t originally started to support the ALS Association, a nonprofit dedicated to increasing awareness of, and fundraising for, the neurodegenerative disorder known as Lou Gehrig’s disease. While its origins remain murky, the first person to connect icing oneself to ALS was Chris Kennedy, a minor-league golfer, who took up the challenge on July 14. From there, it reached Pat Quinn, an ALS patient who has also been credited with starting the campaign. Quinn challenged his friend, former Boston College baseball player Pete Frates, who also has ALS. After Frates took him up on the challenge and posted his video on Facebook, it exploded on social media. In late July, the ALS Association noticed a surprising uptick in online donations and moved to capitalize on the campaign. While the remarkable growth of the challenge happened organically, the ALS Association has made a concerted effort to educate new site visitors about the disease and their work, even allowing donors to funnel their contributions directly to research.

Virality: In a summer news cycle dominated by international wars and domestic unrest, the reason why the Ice Bucket Challenge has traveled as far as it has for as long is its simplicity: Dump a bucket of water on your head; challenge others to do the same; donate to charity. The opportunity to one-up your friends by creating an original response to the challenge kept it interesting. The celebrity response hasn’t hurt, either.

The Bottom Line: As of press time, more than 3 million people and organizations have donated to the ALS Association, accounting for more than $110 million in total donations (and growing). Additionally, $3 million has been raised for the ALS Therapy Development Institute, a nonprofit focused on treatments, and £3 million was raised for the Motor Neurone Disease Association, a British nonprofit. Overall, videos of the ALS Ice Bucket Challenge have netted more than 1 billion views on YouTube.

2It Gets Better Project

Origins: The It Gets Better Project was created by media personality Dan Savage and his husband, Terry Miller, in response to an uptick in suicides by teens who were bullied because of their sexual orientation (or suspected orientation). The mission was to let LGBT youth know that life does indeed “get better.” The project began when Savage and Miller uploaded the first “It Gets Better” video to the campaign’s official YouTube page on Sept. 21, 2010. This video has since been viewed more than 2 million times. From there, thousands of people from around the world uploaded their own messages of hope on the campaign’s website. The It Gets Better Project continues to engage the community — both online and in person — to rally for LGBT rights and equality.

Virality: Thousands of celebrities, activists, politicians and media personalities have contributed their own messages to the campaign’s growing catalog of more than 50,000 videos, which include President Barack Obama, Ellen DeGeneres, Lady Gaga, Hillary Clinton, Facebook and Google employees, the Broadway community and many more. The campaign has also gone international — deploying programs such as conferences, pride festivals and government outreach to benefit LGBT youths on six continents.

The Bottom Line: More than 50,000 entries have been uploaded on the campaign’s website since its inception. So far, these videos have received more than 50 million views.


Origins: The face of fundraising gets a bit hairy in November, when males around the world unite to grow mustaches to raise money and awareness for charities that support various men’s health issues, such as prostate and testicular cancers and mental health. Movember was started in Melbourne, Australia, in 2003 by two friends who were “questioning where the Mo had gone,” according to theMovember Foundation’s website (“mo” refers to the British spelling of “moustache”). About 30 friends got involved, but it wasn’t until a year later that Movember was connected to raising money for the Prostate Cancer Foundation of Australia. Over the next decade, the movement has gained traction and is now recognized and celebrated internationally.

Virality: There’s no denying that men love mustaches. They’re often considered a symbol of manhood (not to mention, good humor). But during the month of November, they become something more. As the Movember Foundation states, “Mo Bros, with their new mustaches, become walking, talking billboards,” using their social networks to garner support for their mustachioed journey. And with ambassadors like Nick Offerman of “Parks and Recreation”and his venerable ’stache, the campaign doesn’t seem to be slowing down anytime soon.

The Bottom Line: In just over a decade, the Movember movement has grown to include 4 million participants worldwide. Together, these “Mo Bros” and “Mo Sistas” have raised $556 million, which has funded 832 men’s health programs internationally.

4The Red Equal Sign for Marriage Equality

Origin: In March 2013, the United States Supreme Court was gearing up for hearings on two separate cases regarding gay marriage: one on the constitutionality of the Defense of Marriage Act and another on California’s much-debated Proposition 8, which banned same-sex marriage. In advance of the hearings, the nonprofit Human Rights Campaign (HRC), the largest lobby group for LGBT rights, outlined an extensive plan to bring the discussion about gay marriage front and center. One part of that plan is the now-iconic red-tinted version of their equal-sign logo. The organization posted the image on Facebook on March 25, 2013, urging supporters to make it their profile picture in support of gay marriage. The following day, actor and LGBT supporter George Takei changed his profile pictureto the symbol, garnering more than 80,000 likes and 40,000 shares. From there, the campaign took on a life of its own.

Virality: For the next few weeks, the Internet was awash in red as people across the country and around the world showed their support for LGBT couples. According to the HRC, the images created upward of 10 million impressions. Celebrities, politicians and for-profit companies took up the logo, as well. And then came the memes. Marriage equality officially went viral.

The Bottom Line: HRC’s posts appeared more than 18 million times in people’s newsfeeds. The organization’s website received more than 700,000 unique visitors within a 24-hour period, with 86 percent of site visitors being new. More than 100,000 people signed the group’s “Majority Opinion” petition within 48 hours, and it was shared more than 30,000 times. HRC’s Facebook followers grew by over 200,000 in two days, and it gained 26,000 Twitter followers. As for the Supreme Court rulings? Gay marriage supporters were handed two small wins.

5#BostonStrong for One Fund Boston

Origins: One simple hashtag, first used in a tweet of support from a Cleveland man, Curtis Clough, following the Boston Marathon bombing on April 15, 2013, helped spur one of the most effective victim-relief efforts in U.S. history. As the nation reeled from this tragedy, which left three people dead and an estimated 264 injured, #bostonstrong started popping up all over social media as a rallying cry of solidarity and defiance. The slogan was printed on T-shirts, placed on billboards, written on the sidewalks, used in speeches and, eventually, utilized as a way to raise money for the victims through One Fund Boston, which was established by Massachusetts Gov. Deval Patrick and Boston Mayor Thomas Menino. (Read more about the story behind One Fund Boston.)

Virality: “There’s always been a social aspect to giving, even before the Internet,” says Rick Cohen, director of communications for the National Council of Nonprofits. “Now some groups are trying to find that magic formula for what’s going to take off. Unfortunately there no one equation that works. If there was, every organization would have something go viral. You have to have a little bit of luck, in addition to some good strategy, to make it work.” Since Clough’s first tweet was sent out (as of April 2014), The hashtag #bostonstrong has been used more than 1.5 million times, but the term has extended far beyond the Internet and has taken on a life of its own as a post-tragedy brand. “#Bostonstrong is about the triumph of community,” Gov. Patrick tweeted on the first anniversary of the bombings.

The Bottom Line: One Fund Boston has raised more than $72 million, which enabled each of the families of those killed and each victim with double amputations to receive $2.2 million, and each victim who lost one limb to receive $1.1 million.

Read more:


Via Plus91
Janardin Bhana's insight:

Viral marketing. Some great ideas on how social media has helped charities 

Danielle Gillespie's curator insight, September 27, 2014 11:20 PM

Social media and how it benefits fundraising for NFP organisations @ashali89

Movember Group's curator insight, December 10, 2014 2:39 AM
The Movember Foundation is one of the top social media campaigns to date! It’s made a substantial impact to the organisation in raising awareness and funds for the cause by using their social networks to harvest support for their ‘mustachioed’ journey. The article emphasises that the campaign won’t be slowing down anytime soon.
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How To Use Social Media Intelligence For Your Business

How To Use Social Media Intelligence For Your Business | Integrated Marketing Communication |
Social media intelligence is powerful. Here are 4 ways businesses can use social media intelligence to learn about customers & inform business decisions.
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Rescooped by Janardin Bhana from Digital-News on today!

Facebook Introduces Mobile Video Ads

Facebook Introduces Mobile Video Ads | Integrated Marketing Communication |
Facebook announced recently it will introduce video ads on its mobile iPhone and Android apps. For now, that advertising service will be marketed primarily to other app developers.

Via Thomas Faltin
Janardin Bhana's insight:

App advertising gets good brand awareness. But does it annoy people so that they have a negative response to the brand? 

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Rescooped by Janardin Bhana from product lifecycle!


Management for All: PRICING OVER PRODUCT LIFE-CYCLE | Integrated Marketing Communication |
PRICING OVER PRODUCT LIFE-CYCLE. PRICING OVER THE LIFE-CYCLE OF A PRODUCT. Many products generally have a characteristic known as 'perishable distinctiveness'. This means that a product which is distinct ...

Via Katie Dyson
Janardin Bhana's insight:

Understanding product life cycles. saturation is where you'll have the most money before it declines. 

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Rescooped by Janardin Bhana from #Contentmarketing #SocialMediaMarketing!

4 social media marketing mistakes to avoid | Articles | Main

4 social media marketing mistakes to avoid | Articles | Main | Integrated Marketing Communication |
The key elements are freshness and interactivity, so steer clear of these pitfalls. (rt “@eventbrite: Are you driving the Twitter-mobile?

Via Haylee Corfield
Janardin Bhana's insight:

AVOID these mistakes when marketing on social media  

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Rescooped by Janardin Bhana from Marketing in Motion!

Marketing with Humor

This Carlton Draught commercial features an outlandish and cliché 1970s Hollywood car chase – without the cars. Instead the beer-loving bank robbers flee from the group of cops on foot, with their beer constantly in hand.


This advertisement is clearly using the emotional appeal of humor to connect with its audience. This is an effective tactic for this market because although beers can have different attributes – for example there are brown ales, pale ales, stouts, porters, etc. – they are also very close substitutes for one another and still have a high degree of brand parity. By using this humorous commercial, Carlton Draught is able to break through the clutter and stand out in a meaningful way, influencing the liking, preference, and conviction of the brand.


Humor in marketing does not always work however, and therefore it is valuable to consider how Carlton Draught made it a success. First of all, the commercial was very clear in its message: that nothing can separate a man from his Carlton Draught beer. Second of all, it never lost focus on the brand, ensuring that the beer was in every shot and played an important role in the narrative. Finally, the commercial left a deep positive impression; with the advertisement leaving a subtle “don’t drink and drive” message. These features combined with the humor are ultimately what made the commercial such a success. 


Carley Williamson, 06052579, COMM335-2, emotional appeals, humor appeals

Via Joachim Scholz, PhD
Janardin Bhana's insight:

Brand parity, is where there isn't much of a difference in the brands. Carlton Drought uses humor in there advertisement to break through clutter and noise  

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Rescooped by Janardin Bhana from Public Relations & Social Marketing Insight!

7 Memorable Moments in the Dubious History of Product Placement

7 Memorable Moments in the Dubious History of Product Placement | Integrated Marketing Communication |

Remember when you had to wait until the commercial break to be bombarded with brand marketing? Probably not, since product placement has been a Hollywood addiction since the 1980s.d


Ever since Steven Spielberg featured Reese's Pieces in 1982's E.T. (after being turned down by short-sighted M&M reps), brands and content creators have embraced product placement as a sort of commercial symbiosis.


...In the meantime, enjoy revisiting a few of the more iconic moments of product integration (some paid, some not) that have helped to shape how writers and producers weave brands into their storylines—with mixed results:...

Via Jeff Domansky
Janardin Bhana's insight:

Awesome ways of product placement which gets a lot of attention. However the product needs to suit the situation or person who's using the product for greater success. 

Jeff Domansky's curator insight, August 12, 2014 2:41 AM

 Fun examples of product placement in big Hollywood movies. 

Hamish Parker's curator insight, August 17, 2014 1:47 AM

Product placement allowing us to incorporate brands into movies and TV shows

Sophie Portet's curator insight, August 17, 2014 8:08 PM

How effective is product placement? Do we subconsciously adhere to these products/ brands messages in the things we watch?