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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Suggested by Jessica Louie!

CocaCola China - Chok! Chok! Chok!

As one of the top 10 brands in the world, Coca-Cola fails to disappoint with their 2012 "Chok" TV ad campaign in Hong Kong. Chok (擢樣) means “to forcefully make oneself look more handsome”. The word presumably has the onomatopoetic connotation of flinging or “chucking” objects, which is the basis of the interactive campaign. The Chok ad campaign accurately analyzed the psychographic and media habits of Hong Kong teenagers and was able to creatively link the Coke TV commercial with a mobile app that lets you score discounts on products and services. Coca-cola's success in this campaign is twofold as it not only effectively culturally appeals to the teenage population in Hong Kong, but it also turned a traditional TV ad into an innovative and interactive TV gaming promotion reaching 380,000 mobile app downloads in one month and 9 million total views for a television commercial. The use and benefit of cross-platform marketing is that it synergies the strengths of different digital marketing mediums to create a strong brand recall value. By meeting consumers at different mediums, there is a higher reach and delivery, better frequency planning and optimization through integrated ad effectiveness. It is evident that with a well thought out media strategy and a selective media schedule, a simple TV ad campaign can become one of Hong Kong's most successful Coke Promotion and TVC in 35 years.


(Jessica Louie, Comm335-01, Cross-platform Marketing Integration, Television Advertising, Mobile Application, Interactive Gaming Promotion)

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Suggested by Jaclyn Tong!

At Disney Parks, a Bracelet Meant to Build Loyalty (and Sales)

At Disney Parks, a Bracelet Meant to Build Loyalty (and Sales) | Marketing in Motion |

This Disney MyMagic+ Bracelet example is applicable to our consumer insights class, and how we discussed that online technologies allow for a more flexible collection of consumer insights and more rigorous use of analytics. This bracelet will completely revolutionize the experience that people have at the Disney theme parks through intense personalization. Disney understands its target market of families with young kids who are coming for an experience. Since the bracelet tracks the rides that consumers go on, what they buy, and their general consumer behavior, this will gather information about their real behavior which they can use to adjust their product offering and prices. Furthermore, this bracelet will create value for Disney by creating a unique experience catered to each individual, differentiating them from other theme parks, and in turn allowing them to charge higher prices than their competitors.


Disney also recognizes the importance of integrating technology, between wearing this RFID bracelet, to linking it with an online website/app, My Disney Experience. By integrating these technology and communication platforms, Disney is using technological advances to make consumers experiences the best it can be. Disney is leveraging their position in the market as a premium amusement park experience provider, in addition to a Disney trip being classified as a vital experience in a child’s life. Disney realizes that its customers (parents of the kids) are slowly becoming more and more Gen Y individuals, who are digital natives and would understand how to use the app and bracelet. 


Jaclyn Tong, 06275583, Comm335-001, consumer insights, integrated technology, personalization, value, Gen Y 

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Suggested by Yvonne Chung!

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)

Sharrock's comment, October 14, 2014 12:54 PM
Yvonne, what do you mean by this, "They used an affective > cognition > conative approach to persuade the customer."? Is the conative domain explicitly explored in some marketing programs? You seem to be the first person to connect ethos with conation when it comes to rhetorical persuasion: logos, pathos, ethos.
Sharrock's comment, October 14, 2014 12:55 PM
I thought I was one of the few who saw this connection, but maybe many future marketers are already being trained regarding conation and the conative domain.
Suggested by Madeline MacKenzie!

The Future of the Fashion Show - Topshop Unique AW13

TopShop’s digital marketing campaign “The Future of the Fashion Show” took its past year’s campaign to a whole new level. It was focussed on content marketing, utilizing video diaries and a “Model Cam” which allowed viewers to experience the catwalk at London Fashion Week from the model’s perspective. Topshop’s Google+ app “Be the Buyer” even allowed consumers to create their own collection.


The campaign applied the brand’s perception as being innovative in product and experience to its marketing communications. The campaign’s goal was to scale TopShop’s UK popularity globally. Utilizing digital marketing was crucial to the campaign’s success as the typical TopShop consumer is digitally inclined, allowing increased targetability.


The campaign also allowed for multi-directional interactivity, giving TopShop insight regarding consumer wants. However, in an industry which is dependent on constant innovation, it is important TopShop limit consumer input, to ensure they are not simply creating “faster horses”—Henry Ford. 


- Madeline MacKenzie

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