As mentioned in Evan Chang‘s blog, Jay-Z recently partnered up with Samsung for the release of his newest album, Magna Carta Holy Grail, to confront the ongoing illegal downloading dilemma. In regards to the general idea of Evan’s post, as of late, many leading companies in competitive industries have used partnership agreements to increase sales and for companies to broaden their target market. For example, on November 13th, 2013, Volvo released a marketing campaign video promoting one of its most beneficial and differentiable features. With the help of Jean-Claude Camille Francois Van Varenberg, or more professionally known as Jean-Claude Van Damme, Volvo featured the Belgian martial arts action film star in a phenomenal feat: performing the splits between two reversing Volvo trucks. Just like how Jay-Z partnered up with Samsung, Volvo partnered up with Jean-Claude Van Damme. Why are both of these marketing ventures alike? Both of which, were partnership agreements with brands and iconic people outside of their specific industry. This approach has helped boost sales and brand exposure through creative social media outlets, and has led specifically to the expansion of a company’s target niche. In can be concluded that the idea of the intended viral video is to capture a younger audience and create awareness of the Volvo brand among future truck drivers.
Tag: peter
The Article: http://www.huffingtonpost.com/2013/09/12/chipotle-scarecrow_n_3914281.html
Another Opinion on the Topic…: http://www.businessinsider.com/the-problem-with-chipotles-scarecrow-ad-2013-9
The Scarecrow (VIDEO LINK)
This new and unique approach to advertising exhibits a contemporary and original theme in its message. Instead of trying to sell the product directly to the consumer, the company (Chipotle), announced a popular new mobile game, titled The Scarecrow, for all Apple products. Upon the game’s release, educating and engaging the public about food issues (For example, anti-industrial food processes and depicting the evils of factory farming, etc.) has been its number one priority.
Although the loveable video has over six million views on YouTube, the adorable/animated commercial may not help/assist the business of the company in the short-run. Yes, the positive popularity of this video has helped boost Chipotle’s credibility, an underlying question looms.
“Does this video make you want to curl up in a vegan coma and never eat a steak burrito or a chicken taco at Chipotle? Or does this video help humanize a giant corporation.”
CONCLUSION:
Personally, I believe that the video will help improve business throughout Chipotle restaurants all across North America because of its increased positive brand imaging as a leading fast food eatery!