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Do you dare?

October 25, 2011

A bungee jumping car?!? Who’d a thought?

Last week Chevy literally launched their new car over a 100 ft tower! It took 2.4 million clicks on their website to inch the Chevy Sonic over the ledge where it was attached to bungee cords and free falled into a light splash skimming the surface of a pool on the ground below. Last month Sonic went skydiving over Arizona!

What’s next?

Chevy wants you to be just as adventurous as their new car. They’ve started a Game of Firsts where you send in pictures or video or you doing something…anything for the first time. Just make it fun, make it unique, make it worth sharing!!! The more people that like your “first” the more points you get! Next month Chevy will give away a Sonic to the most liked first, and starting in December they will give away 2 a month. One for the most liked and one for a randomly chosen first!

This is brilliant! Talk about creating an image for your brand! The Chevy Sonic is exciting, adventurous, and daring, even if you aren’t you can drive something that is! It’s like coolness by association, but with a car! This campaign is definitely unique and different and Chevy has made it fun and interactive for everybody. Whether you are posting your firsts or simply watching everybody else’s you’re having fun! Chevy has done a great job of using social media to get the public involved and at a low cost to them. They don’t have to pay for TV commercials or billboards, the spreading of information by people who like their campaign online is enough to cover most of the driving population. Their website covers everything from fun videos to the terms of the contest, you can like them on facebook, follow them on twitter, and even customize your car.

A snake will say it loves you… Lies make us evil

October 25, 2011

“On paper or online, Brad Pitt is perfect. But there’s a huge gap “between the kinds of information people both want and need to determine whether someone is a good romantic match and the kind of information available on online dating profiles”

There’s no doubt that meeting partners on the Internet is a growing trend. But can we trust the information that people provide about themselves via online dating services? And why is depression so dissatisfying in relationships? These two questions are explored in articles appearing in the latest issue of the Journal of Social and Personal Relationships.

Whether a person is likely to lie about themselves online also depends on what kind of person they are: Someone who is very open to new experiences for example foreign traveler is highly unlikely to misrepresent themselves about their experiences, because they are naturally interesting people. On the other hand extroverts are more likely to misrepresent themselves when describing past relationships. Extroverts tend to have many past relationships because they meet new people easily, but may play this down when looking for a new relationship.

You have to be very careful and use your better judgment when meeting people off line. My thoughts on online dating, as a student I have to be careful about where I go and who I socialize with. I spend a lot of time on the internet so I kind of think internet chat/ meeting could be an option, however, it just has to be done with caution, you have to be very selective of the sites you join. Advertising for these sites is everywhere! No matter where what website you’re at you will always get bombarded by these “pop-up” ads that influence your actions and get your attention.

I think that niche market is the way to go but I don’t think offline media advertising is profitable for such sites. If the companies would lower the prices and make it more affordable they would not have to advertise. Honesty and integrity needs to be included with these companies. They also need to keep people safe.

An analysis of ad expenditures by online dating sites shows significant year-to-year increase since 2003. In 2007, when the most recent full-year data is available, advertising for these sites topped out at almost $193 million. And with data complete through the first three quarters of 2008, last year’s online dating ad spends are on pace to exceed that figure.

In my opinion a good approach to on-line dating is to use video chat. This allows you to see the other in real time, with a real face and have a real conversation. If you harmonize in the chat then maybe meeting is a good idea.

Sonic’s made-to-order commercials

October 25, 2011

Sonic’s goal was to get insight on consumer views but also motivate interaction. They pushed out a set of commercials and at the end each stated how consumers now had the opportunity to make their own commercial at their this is how you Sonic page. In my opinion Sonic used made the perfect combination of strategies to get the publics involved.

I remember seeing these Sonic commercials that made me laugh and then they said that you could also make your own by visiting their website. A few weeks later I saw that a friend had posted his version of the commercial on Facebook. He was asking for views and votes to get him his chance to go to LA. I did some digging and found out that Sonic had launched a campaign this summer allowing fans to create their own commercials. If their video gained enough momentum from the viral world the winner could land a trip to make their commercial a reality.

 

 

Sonic then turned to the organization’s Facebook to reach out and gain an increase engagement by making a contest for consumers to send in their ideas for a commercial. The winner would be flown out to LA for their spot to be filmed. In using this approach Sonic has appealed to their online community and those who are not currently engaged online as well. This approach targets user participation and user generated content, both drive social media networks. Sonic gave consumers a chance to be creative and stream what they would like to see online and possibly in the homes of millions of viewers like them. This then ties into our society’s growing need/want to be famous.

Each commercial targeted a different meal type, breakfast, lunch, and dinner. I thought there should have been more of a follow up as far as the contests were concerned. I looked on the company’s website and could not find the successful videos. I went to the Facebook page, which said there was going to be a second part to the competition, but I did not find further details on that. I also think that they should have looked more into the possibility of their fans creating their own videos and posting them via YouTube rather than through the company site. I think it would have gotten much more of a following that way.

Ultimately, Sonic communicated with their publics through various media outlets and gave them the chance to be interactive with the company and also gave them a shot at their fifteen minutes of fame. I think overall Sonic did a great job of integrating the various components of social media to engage their publics in a new way.

Ciao Marco

October 25, 2011

On Sunday October 23, MotoGP (Motorcycle Racing) held it’s round 17 at Sepang, Malaysia. Race day took its normal course with the fans piling into the racetrack, racers discussing last minute strategies with their teams and tech crews making last minute tweaks to the racer’s bike. However, round 17 soon took an unfortunate turn after a few laps. Racer #58 Marco Simoncelli lost control of his bike and veered right on the race track, right in front of oncoming racers. It was inevitable, Racer #5 Colin Edwards and Racer #48 Valentino Rossi crashed into Simoncelli. Edwards’ front tire hit Simoncelli in the head causing his helmet to fly off. Simoncelli later succumbed to his injuries and passed away. Within hours of Simoncelli’s passing, millions of fans around the world came together and wept. Everywhere on the social media ranging from Facebook, to Twitter to multiple motorcycle and non-motorcycle related forums, fans of Racer #58 Marco Simoncelli posted “Ciao Marco”.

Although this is not an official social media campaign, I think it is just as effective if not more than any other social media campaign. What is this “campaign” trying to achieve? This “campaign” simply wants to spread the news of Simoncelli’s passing and to unite all fans around the world. I believe this campaign is successful simply because it unites fans around the world and encourages all to act on behalf of remembering Simoncelli.

I have joined this “campaign” simply because I have followed Simoncelli for many races and have grown to love his racing style and personality. Like many other fans around the world, the news of Simoncelli’s passing really hits my heart. Because this has affected me so much, I take the chance to spread the news just like many other fans. I have personally posted on my Facebook, Twitter and blog about Marco Simoncelli and simultaneously see other fans post up on their Facebooks, Twitters, motorcycle forums and any other forms of social media. The main reason why I believe this “Ciao Marco” campaign is so successful is because basically no effort was put to spread the word. Mandatory measures of press releases were made to inform everyone of Simoncelli’s passing but that was it. After the official announcement from MotoGP, fans took charge in spreading the word. It was through other fans and their outlets of social media that I was informed of Simoncelli’s passing.

So along with millions of fans, together through this campaign we say “Ciao Marco.”

Baby App Ad in the Wrong Place

October 25, 2011

Pampers placed an advertisement for their “Hello Baby” app on the “300+ Sex Positions” app for the iPhone. This was their tactic to market future customers but I find it very ineffective. I found the article on adweek.com. http://www.adweek.com/adfreak/pampers-ad-racy-app-reminds-you-sex-can-lead-babies-133712

“Hello Baby” is an application, brought to you by Pampers, that helps track pregnancy such as symptoms felt at certain points in time and the growth of the baby. Pampers placed an advertisement for their app within the racy sexual application in hopes to convert those who might be consumers in the future…like 9 or so months from now? I chose to discuss this because if I were to purchase the application and saw an advertisement for a pregnancy app, the first thing that would come to my mind was to make sure I was stocked up on condoms.

I think that the placement for the Papmers’ application is all wrong. Maybe on an app that would give couples tips on conception or baby names, but not just a sexual position application. I am pretty positive that most of the people purchasing the sex position app are not those trying to conceive, per say. I just think that they are misplacing their advertisements. Like I said, if I saw the Pampers ad while I was trying to get in the mood (and using the positions app) I would be pretty turned off…

This makes me wonder how much research Pampers did to find their target markets for the “Hello Baby” application. Where those using the positions app really those who would end up buying the baby application as well, or were they just hoping that these customers will eventually need their app as well because of that app. If that is the case, then fine; I just really do not understand how they could see that just hoping they will wrangle in future consumers this way is a good idea. If anything it would make me think of having children and then making sure I was prepared not to have one.

AdWeek agreed. They said they would offer up the “Media Fail of the Day award” recognizing Pampers “outstanding job [for] making viewers nervous and uncomfortable.” All-in-all, the Pampers advertisement might have done better elsewhere and many think it was just really bad placement.

Keepin It Coolatta

October 24, 2011

Dunkin’ Donuts was able to complete one of the first successful and effective social media campaigns, before every brand could be found online, the Keep It Coolatta Facebook Campaign.

The website, Mashable.com is a public relations practioner’s “go to man” for the most interesting PR, social media or marketing news and circulating stories. When surfing the web site, I stumbled upon an old article on Dunkin’ Donuts and their pioneering social media campaign that set the standard for all those to follow.

Dunkin’ Donuts merged their new product release campaign with their Facebook Fan Page strategy. Fans would take and post a picture of themselves with any Dunkin’ Donuts’ Coolatta beverage to the fan page wall, add the caption #coolattagiveaway and subsequently update their profile with the pic, they would then be entered to win a daily giveaway. Although a simple concept, this was one of the first of its kind. Dunkin’ Donuts used a combined strategy with Twitter and Facebook to release their product onto the market.

Dunkin’ Donuts’ Keep it Coolatta campaign was a good example of social media campaigns. It proved that it’s not always about the number of social media channels that a brand utilizes and Dunkin’ Donuts didn’t want to overwhelm its consumers with bombarding them with annoying advertisements on every other media channel. The company also used a unique and fun idea for its campaign, which in result attracted a larger number of their target audience. Combining online and offline experiences also was a striking portion of this campaign, it brought value and more loyal customers to Dunkin’ Donuts and their new Coolatta. Dunkin’ Donuts could’ve improved this campaign by really linking it to all other Dunkin’ Donuts’ activities, also Twitter could’ve been utilized more so to connect more users. Another social media channel that could have been used would be YouTube; Dunkin’ Donuts could have had participants make videos in addition to Facebook profile pictures to further reach other audiences.

Although the campaign does not in itself have longevity, it would appear that the continued promotion to their fans through innovative campaigns provides an element of dial-up and dial-down within their social media platform – keeping customers engaged but not overwhelmed helped create a longer relationship with audiences. The engagement and customer involvement of this campaign was what took it off the ground and onto the top 10 social media campaigns ever; audiences were able to feel valued and connected personally with the company. With a relatively low cost, Dunkin’ Donuts built up their social network following, increased brand and product recognition with the mass of Coolatta-related images all around the web and obviously encouraged people to buy the iced-coffee drink. Results doesn’t need a certain amount of points or a grade to be termed successful, it needs a consistent approach to attract, retain and motivate customers, Dunkin’ Donuts was able to do this with their Keep it Coolatta Facebook campaign.

Since this summer campaign, Dunkin’ Donuts launched numerous successful social media campaigns such as the recent advertising campaign on Pandora. It was aimed at driving consumer interest in its frozen Coolatta drinks and created a Coolata Fresh Music Mix Pandora station. The new banner ads also directed users to a dedicated iPhone application that invited them to design their own digital Coolatta drink. Since their original campaign, 4.9 million people have like Dunkin’ Donuts’ Facebook and over 108,000 follow @DunkinDonuts.