2nd Group Assignment. Group 1: Alex Cue, Cindy Eum, Wesley Lu, Sammy Ng, Ian Pirich, and Ellen Vu

Transcription

1 2nd Group Assignment Group 1: Alex Cue, Cindy Eum, Wesley Lu, Sammy Ng, Ian Pirich, and Ellen Vu

2 Effective Viral Marketing Campaigns

3 Dumb Ways to Die What is it? A viral marketing campaign consisting of an animated video with a song, as well as a video game for ios and Android devices. Created by advertising agency McCann Melbo (Logo and credo pictured below).

4 Dumb Ways to Die What is being marketed? Public transportation safety By who is this being marketed? Metro Trains in Melbourne, Australia

5 Dumb Ways to Die Why was it so successful? It s cute, catchy, violent and fun. These factors help the campaign gain a firm grasp on its intended audience s attention.

6 Dumb Ways to Die Target Audience: Young adults and children They have tapped into the right emotion for their audience, instead of appeal to their audience through a catchy song

7 Dumb Ways to Die Media Strategy Not only use offline media, but also use online media because most of its target audience are young people

8 Dumb Ways to Die Improve Received some criticism Suicide is one of the most influential causes of rail trauma That can be changed in order to improved safety

9 Will It Blend? MEDIA REACH Facebook: 57,577 Likes Google+: 5,760 Followers 187,364 Views Twitter: 27.6K Followers Youtube: 755,287 Subscribers, 249,993,559 Views Targeted: Young men and women Blendtec s Will it Blend video series has received and reached many users online through YouTube. Blendtec employs a variety of Social Media outlets, that not only let users know when the latest video is posted. But to also to provide information about Blendtec blenders and various recipes that users can comment and post pictures. Blendtec s successful YouTube series and interactive and informational social media has resulted in massive sales.

10 Will It Blend? HISTORY The CEO, inventor, and star of Blendtec s successful YouTube series, Will it Blend? is Tom Dickson. 1975, Dickson worked on home wheat milling machine and as he added more functions he created a blender. The ideas for the successful Will it Blend? YouTube video series came from George Wright, the marketing director of Blendtec. From some wood-chips from 2x4s around the demo room at the company. It turned out that Dickson had been "testing" the blenders since the its creation by blending wood. The Will it Blend? video series was created at October 30, 2006 and near content is still being created.

11 Will It Blend? Reception Statements have been given ranging from % increases in sales, but the company still claims the bulk of its sales come from its commercial products. Will It Blend? videos generated $50,000 of ad revenue on Revver, which also paid Blendtec $15,000 to put the videos up on their website after their Youtube success. Blendtec s home blenders starting from $330-$1035. The high end model, the "Tom Dickson Extreme Blender", plays off Dickson's new celebrity by offering an autographed photo, Will it Blend DVD, and other blender accessories seen in the videos. Awards Nominated for the 2007 YouTube award for Best Series Winner of Net Magazine's 2007 Viral Video campaign of the year Winner of the Bronze level Clio Award for Viral Video in 2008 Won Ad of the Week on The Gruen Transfer

12 Advertising Greats Leo Burnett - David Ogilvy

13 Who is Leo Burnett? Founder of Leo Burnett Worldwide. Leo Burnett was an innovator in the creation of branding. Burnett s goal was to create advertising that would sketch a brand image in the minds of consumers forever. He built up some of the world s most successful brands through advertising.

14 What is Leo Burnett known for? Leo Burnett was known for acting against the usual norms and creating original icons. His advertising drew from heartland-rooted values using simple, strong and instinctive imagery that talked to people. He was also known for using cultural archetypes in his copy, by creating mythical creatures that represented American values.

15 Leo Burnett s Ad Campaigns Burnett created some of advertising s most well known characters and campaigns of the 20th century. The Jolly Green Giant The Marlboro Man Charlie the Tuna Morris the Cat The Pillsbury Doughboy Tony the Tiger

16 Leo Burnett s Ad Campaigns

17 Who is David Ogilvy? Famously known as The Father Of Advertising The most sought-after wizard in today's advertising industry - Time Magazine (1962) Founder of Ogilvy & Mather Worldwide He firmly believed that the function of advertising is to sell, and that successful advertising for any product is based on information about its consumer. His copies followed the basic rules of advertising: research and position the product, develop a brand image and have a big idea.

18 David Ogilvy s Ad Campaigns Hathaway (1951) The Man in the Hathaway Shirt or The Man with the Eye Patch ad campaign Gave the shirt a higher quality and a higher level of sophistication, made the small, private manufacturer become #1 selling dress shirt in the world Place #22 on Advertising Age s list of the greatest ad campaigns of the 20th century Schweppes (1953) President of Schweppes, Edward Whitehead, appeared in his own ad. People are more interested in individual personalities than in corporations. Within 5 years, the campaign helped increase Schweppes sales by over 500 percent. The word Schweppervescence used to describe the tonic water s bubbles was widely known.

19 David Ogilvy s Ad Campaigns Dove (1955) One-quarter cleansing cream Dove creams your skin while you wash. Made Dove profitable in its first year of existence, extremely rare among skin care products Remain as the brand s positioning today Rolls-Royce (1958) At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock. The ad id more than sell a lot of Rolls-Royce cars. In a way, it sold a profession. One o f the most famous automobile ad lines of all time.

20 In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create. Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals. I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don t want you to tell me that you find it creative. I want you to find it so interesting that you buy the product. There isn t any significant difference between the various brands of whiskey, or cigarettes or beer. They are all about the same. And so are the cake mixes and the detergents, and the margarines The manufacturer who dedicates his advertising to build the most sharply defined personality for his brand will get the largest share of the market at the highest profit.