Friday, February 4, 2011

How Social Media is Changing Marketing Campaigns

This post is not in relation to this weeks reading but I found the below article interesting. Andy Vuong writes that the "Super Bowl will serve as the launching pad for a new age of advertising". Previously marketing campaigns consisted of businesses choosing between print, radio or television mediums. The "new age of advertising" uses the conventional marketing tools but incorporates social networking sites. Super Bowl advertisers are using the social networking sites to "tease" the consumer without showing the commercials. Advertisers are convinced that people will be hooked-up to the internet during the game. I agree that viewers will be hooked-up to the internet during the game. Viewers will continue to Facebook or Tweet while watching the game. The advertisers are offering some high valued prizes so this will also ensure that viewers are on-line and that their campaigns are of interest. I have not done enough research to know if this is a new concept. At work, I currently incorporate social media into the marketing campaigns I coordinate. What are other people's thoughts?


Information taken from Denver Post online article: Companies use Social Media in Super Bowl Ads http://www.stltoday.com/news/national/article_8b2edf04-2ce0-11e0-8553-00127992bc8b.html

13 comments:

  1. Thanks for sharing.

    Companies using social media to promote their products has been happening for a while. I found a couple of articles from 2007 that discuss how Superbowl advertisements on television encouraged viewers to visit their websites for more.

    http://www.post-gazette.com/pg/07032/758421-28.stm

    http://www.msnbc.msn.com/id/18596201/

    http://goliath.ecnext.com/coms2/gi_0199-6207111/The-New-Playmakers-Super-Bowl.html

    I also came across this article recently on how social media has been used by WWE to promote its product.

    http://mashable.com/2011/01/28/wwe-social-media/#

    I thought it was interesting how they used Twitter to extend their television storylines. This could also work as an example of transmedia storytelling. Henry Jenkins has a detailed blog posting regarding this topic.

    http://www.henryjenkins.org/2007/03/transmedia_storytelling_101.html

    ReplyDelete
  2. Really interesting post Denise. I think that there was a time when social media was incorporated into a communications or marketing campaign but I think now they are no longer incorporated but absolutely vital. I know that at work now the key questions that I ask myself whenever I am creating any type of key messaging is-the question I ask is: "Can any of this be misused in a tweet?. Is there anything here that when translated into 140 characters, could possibly skew the message that I am trying to give my audience?"

    As a consumer, I know for sure that if I am searching for a brand or product what I look at right away is whether I can find their presence on the different social media platforms that I use. I do the same for news stories. If I read something in the paper, I search for it on Twitter or look to see if additional videos are available on YouTube. I often see myself judging a brand or product negatively if I do not see them using transmedia storytelling.

    The different elements we have for storytelling quite possibly give a longer shelf life to things-news stories linger for longer because we can continue to search them online after watching the news on TV, a television commercial can surface once again on YouTube and endless retweets can allow for a campaign to go viral before we know it.

    ReplyDelete
  3. A really super case study of this is Old Spice's Man Your Man Can Smell like. Not only did the commercial give Old Spice a fully reinvigorated brand identity, but the drive from the television commercials to YouTube was incredibly effective. (Probably more than they ever dreamed of.) They then fully outfitted their entire website with the same fun and engaging theme, including themed tabs and sections organized explicitly according to the campaign. They also had him tweet, and the return tweets caused a sensation of their own, specifically a flirty byplay between Alyssa Milano. They then made a video response to the tweets, so their entire project has gone full circle. They have even made 'Making of' videos of how they made the original commercials. All in all, a hugely successful campaign that really showcases how well various forms of media can drive and even co-create a narrative thread into a full story. http://www.oldspice.com/

    ReplyDelete
  4. Thank you for sharing the insight! Your article is very helpful and informative. I would like to read more updates from you.

    social media marketing

    ReplyDelete
  5. You have a good point here! I totally agree with what you have said !! Thanks for sharing your views ... hope more people will read this article  digital marketing platforms

    ReplyDelete
  6. We are really grateful for your blog post. You will find a lot of approaches after visiting your post. I was exactly searching for. Thanks for such post and please keep it up. Great work. Seo package

    ReplyDelete
  7. Pretty good post. I just stumbled upon your blog and wanted to say that I have really enjoyed reading your blog posts. Any way I'll be subscribing to your feed and I hope you post again soon. Big thanks for the useful info. SMM provider

    ReplyDelete
  8. I am definitely enjoying your website. You definitely have some great insight and great stories. smm providers

    ReplyDelete
  9. Interesting and amazing how your post is! It Is Useful and helpful for me That I like it very much, and I am looking forward to Hearing from your next.. smm provider

    ReplyDelete
  10. For many people this is important, so check out my profile: check this out

    ReplyDelete
  11. This is actually the kind of information I have been trying to find. Thank you for writing this information. werbeagentur mannheim

    ReplyDelete
  12. Just can’t help to think, how a person can write such amazing stuff.
    open website

    ReplyDelete
  13. This comment has been removed by the author.

    ReplyDelete