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

18 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

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  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.

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  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/

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