Category: Requirements

Source: http://thedailyzombies.blogspot.com/2011/01/massive-manic-hysteria-induced-by.html

I took a look at two other classmate’s blog posts: Benson’s followup post on his Superbowl Bieber Ad and Ansley’s post on a McDonald’s commercial featuring Spongebob toys.

The Best Buy one definitely did not live up to expectations. Like Benson mentioned, it was a “failed attempt at trying to be funny.” They tried to link Osbourne with the ‘old’ and Bieber with the ‘new’ but the script wasn’t very natural. I would add on that while Bieber is an aspirational social reference group for some, he is also a dissociative social reference group for many as well. I agree with Benson, overall, it didn’t communicate what value I would receive from Best Buy’s products and Buy Back program.

Source: http://celebrities.ninemsn.com.au/blog.aspx?blogentryid=780340&showcomments=true

On the other hand, the McDonald’s commercial appealed very much to me even though I’m no longer a child, the target segment that Ansley pointed out. In fact, the children’s apparent and like Ansley said, exaggerated enthusiasm is infectious. This commercial rather made me like Spongebob a bit more, just from the sheer happiness, fun, and ingenuity.

I agree with Ansley’s points about the demographics variables for the segmentation. I’m sure parents would also be interested in buying these toys for their children for they seem both very affordable and very fun. I would also add that there are psychographic variables as well from the happy, fun, and potentially cool image that both kids and parents have as part of their self-concepts.  I also agree with Ansley that by bringing in technological improvements into the design of the toy, they’ve definitely appealed to the trend towards more techy gadgets. Beanie babies just aren’t enough anymore.

To add on to the commercial, McDonald’s also used aspirational reference group IMALU, a singer in Japan, according to the article, “IMALU announces a ‘special’ collaboration.”

IMALU, Spongebob Squarepants, and McDonald’s (Source: http://www.tokyohive.com/2011/01/imalu-announces-a-special-collaboration/)

Source: http://www.starandstyle.com/justin-bieber-and-ozzy-osbourne-starring-in-best-buy-super-bowl-commercial.html

On the 27th, my friend Benson wrote on his marketing blog about Super Bowl ads. His post was titled, “Superbowl ads: are they worth it?” Altogether, with Bieber and Osbourne, the commercial is sure to cost a lot. Will that be offset by benefits? Since Best Buy is going with it, it appears they’ve concluded it will.

This commercial will associate Best Buy with the Super Bowl as well as with Bieber and Osbourne and in turn, potentially the values associated with both. For example, Bieber’s youth, popularity, passion. If the commercial becomes well-received, it may enhance Best Buy’s brand.

Justin Bieber and the Best Buy SuperBowl Commercial
(Source: http://www.shoppingblog.com/blog/1261116)

When buying products, an interesting or memorable commercial (and posters, fliers, online postings) could push Best Buy into a Consumer’s retrieval set of possible choices. And if that memory was a positive one, push Best Buy into the evoked set and eventually be purchased. Once the commercial comes out, many Beliebers will likely watch it repeatedly just to see him and others might just to see what the fuss is about.

Another memorable series as Benson mentioned was the Old Spices. So far, I haven’t met anyone who actually bought Old Spice because of it. The commercial’s fun and seems slightly random (though in fact it links Old Spice to many values through the objects and scenery). Jason also wrote about it, mentioning that he hadn’t bought it despite sharing the commercial. In response to his question, I would say he’s not an advocate since he’s not actually promoting the product or brand (not quite bad word of mouth either). Most memorable for me personally was the end of one with “I’m on a horse.” The first thing that popped into mind was the idea of prince charming (I wouldn’t be surprised if that was what they aimed for anyways, the White Prince Charming).

“I’m on a horse.”
(Source: http://thegloss.com/culture/why-dont-old-men-like-the-old-spice-ads-is-it-because-they-are-bad-people/)