Archive for the ‘ad campaigns’ Category

Articles

There’s an app for that…

In ad campaigns,mobile marketing,social issues and new media,Uncategorized on October 16, 2009 by gingercatmom

I’ve been hearing a radio commercial this week for Verizon. Mocking the iPhone commercial’s tagline, “there’s an app for that” Verizon says “There’s a map for that…”. I had to listen closely because I knew iPhones were not on the Verizon network and the whole thing didn’t make sense at first. It certainly was a dig against AT&T, but it got me thinking about apps and what they mean to us today.

Isn’t it amazing how a three letter word–app–has so quickly become part of our vernacular?
App is short for application. Apps add function to mobile devices like the iPhone. Like the Apple commercial demonstrates, there is an app for almost anything–from calorie counters to tip calculators. Some apps are informative and some are purely entertaining. In an app store, users can download apps at varying prices, depending on who developed the application and its purpose. Most paid downloads are relatively low priced.

Marketers considering developing apps must be mindful of the cost. According to Forrester Research, apps typically cost between $20,000 and $150,000 to develop. Many brands will want to give away their apps if they want to achieve viral marketing success.

The best apps are simple, work on a variety of platforms (think iPhone, Blackberry, etc) and unique. But before including mobile apps in the marketing mix, it’s important to know how your audience is using mobile devices. You might want to take a survey…and there might even be an app for that too!

There’s no doubt that mobile marketing will boom in the years ahead! Mobile apps offer a golden opportunity to get your brand message right in your target audience’s hands—again and again.

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Articles

Mobile marketing never smelled so sweet

In ad campaigns,advergaming,mobile devices,mobile marketing on October 4, 2009 by gingercatmom

Ask any adolescent what Axe smells like…and you’re likely to get a response. Love it or hate it, Axe has become the scent of many teen boys–and the boys’ locker room! Popularity is growing and mobile marketing campaigns have something to do with that.

Unilever (which markets Axe as well as a variety of other personal care products) has hit on a successful combination of product, message and media to promote this line of body sprays, body washes, deodorants and hair care items. Axe knows that teen boys want to smell good. Axe also knows that teen boys like to play games. And Axe knows that teen boys love their cell phones…hence the Axe Pogo Extreme game.

To teach teen boys how to properly use the body sprays, Axe launched a multi-platform game initiative that included mobile, web games and console media. The campaign introduces boys to the ‘Double Pits to Chesty’ move (a spray under the pits and across the chest). Game player execute pogo stick moves to earn cans of Axe spray in the game and are then prompted by a sexy girl voice and animated figure to do the body spray move described above. The free application is available through the web for phones and PlayStation 3.

Educational (well, most teens can use some hygiene education), fun and cool all at the same time, Axe Pogo Extreme is an example of both Advergaming and Mobile Marketing. The mobile marketing campaigns that Axe has executed have been creative and entertaining, and supporting media have promoted benefits of enjoyment, usefulness and expressiveness to users, thereby encouraging the target audience–young males– to accept and even embrace the Axe campaigns and ultimately the products themselves.

Further, the most successful mobile marketers worldwide are trusted, recognized brands. For the young male market, Axe does represent a product line that is familiar and associated with current trends and style—much like mobile communications itself. Positive attitudes generated through mobile campaigns like the Axe examples can benefit other brands that discover mobile marketing as an ideal way to reach particular demographic groups.

Articles

Playing with the King

In ad campaigns,advergaming,Uncategorized on September 28, 2009 by gingercatmom

There’s a box of video games upstairs in my house that contains the games that are rarely played. I cringe as I think of the allowances spent on high-priced racing and fantasy games…but in between these I found a long-forgotten purchase: Burger King “Big Bumpin”. What were we thinking when we bought that one?

Bumpin with the King

Bumpin with the King

“Big Bumpin” is just one of three advergames introduced at BK during the holiday season in 2006. With no major movie tie in to drive kids’ meal purchases (think Star Wars, Rugrats, Pokemon) Burger King built their own entertainment vehicle with the creation of three X-Box games. At just $3.99 a pop, the Burger King Xbox series was wildly popular–and affordable. But where are they now?

Advergaming can take a variety of forms. Games can be downloaded from websites to mobile devices. They can be played online via a company’s website. Consumers are willing participants in this marketing experience–they are willing to play a game and in the case of Burger King’s venture, they were even willing to pay for the game itself. Advergaming takes another form when the branded product figures prominently in the game (such as in the form of a shoe brand, automobile or even a food item that can’t be missed throughout the game experience). It’s an effective way to reach the coveted youth market-especially young males.

The key to a successful advergame lies in the game itself. It has to be fun–and make the player want to do it again. There might be revenue generated by sale of branded games, but how much marketing value is generated if the game is just purchased, played a time or two and then relegated to the “Island of Misfit Toys!”

Articles

What would the 60’s “Mad Men” think of today’s media?

In ad campaigns,blogs,Uncategorized on September 11, 2009 by gingercatmom

When new media meant TV--Mad Mens Sterling Cooper Agency was ready to make the leap.

When new media meant TV--Mad Men's Sterling Cooper Agency was ready to make the leap.

“Mad Men” is the hit AMC series that chronicles the work, the drama and culture of the early 1960’s fictional ad agency Sterling Cooper. Season 3 kicked off in August and for those of us who work in marketing today, Mad Men gives us much to consider.

Last season, the creative and sales staff at Sterling Cooper was adjusting to their client’s demands for TV advertising –in fact they were just launching a TV division within their firm. The classic 30 second TV spot truly was new media back then. However, I was struck with the TV commercials that viewers see as the show airs in 2009. Every spot is integrated into the show itself, with the Mad Men graphics introducing the advertisers with a fact or trivia question related to the advertiser–typically companies such as BMW, Heineken, Clorox, Eight o Clock Coffee, etc. AMC calls this “Mad-vertising”. Viewers are left wondering…is this part of the show or part of the commercial?

The line between entertainment, information and advertising is more blurry than ever before–or is it? The classic TV or radio “soap opera” was named for the soap companies that sponsored the programs. Today we read a blog about new cars–and later find out that the author is paid by a car manufacturer. A “mom” blogs about money saving deals at retailers…and we learn that she’s on Target’s payroll. That video clip on You Tube that shows us how to use the newest hand-held device to manage our exercise program begins to look more and more like a Nike commercial. The blending of sponsor and program, advertising and true news has always been there–it’s just the media that has changed.

It is a brave new world for the Don Draper and his colleagues at Sterling Cooper as they dive into the new media of their day. New opportunities to create, new opportunities to sell and new opportunities to communicate. An it’s an exciting new media world for us too.

Articles

Kraft says “cheese” to Hispanic population

In ad campaigns,Multicultural marketing,social issues and new media,Uncategorized on September 7, 2009 by gingercatmom

I’ve been spending some time on the Kraft food website this weekend. Not only does Kraft make a multitude of recipes, cooking tips and product information available to consumers online, but they also do all this in Spanish for the Hispanic population in the United States through the ComidaKraft website.

American Cheese...marketed to Hispanics through ComidaKraft.com

What's more American than American Cheese...now marketed to Hispanics through ComidaKraft.com

The Hispanic population in the United States is the fastest growing population segment. Kraft recognized the opportunity to connect (and build brand loyalty) among this powerful population segment, and  launched the bilingual site in 2003, as part of focused, multi-media approach to Hispanic Americans. ComidaKraft is now a robust site that in many ways mirrors the English site while remaining culturally relevant with pictures of Hispanic women, recipes that target Hispanic tastes and even recipe modifications for diabetic individuals (the adult Hispanic population has a higher incidence of Diabetes than non-Hispanic whites).The message boards offer an opportunity for site visitors to connect with other users to talk about food, exchange recipes and even get some suggestions for tonight’s dinner!

Bilingual websites connected to Fortune 100 companies are not as prevalent as one may think. Two other examples of consumer websites include Verizon and Sears. Those companies that invest in bilingual web marketing have made a wise move. They have an edge in reaching first generation Hispanics who have immigrated to the United States. But the the Hispanic population is changing, with many second and third generation Hispanics reporting English as their primary language. Will these individuals ultimately migrate to  English sites that are designed for the public as a whole–or will they demand more Spanish sites?

Hispanics are brand loyal. Marketers know that the majority of Hispanics also feel loyal to advertisers who market to them in Spanish. Finally, Hispanics consume a proportionately larger share of dairy products. Kraft seems to have hit the mark with ComidaKraft.com. That surely makes Kraft smile and “say cheese!