Category Archives: Advertisements

Foursquare for free food?

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Don’t get too excited yet, unless you’re big on dog food.

But first, what is Foursquare?

Foursquare is a popular website that allows users to “check in” at places they are and earn points to unlock badges. The application has platforms on smartphones, check ins through texts, and real-time updates on Facebook, Twitter, etc.

TechCrunch has an article that talks about the benefits towards businesses that engage their customers with Foursquare. Companies offer free drinks for those that check in a certain number of times or reach a certain ranking (ex. “Mayor of ___”). A great pull promotion strategy for many restaurant – type businesses.

However, most of us only recognize Foursquare as a medium to other companies, and have had little if any actual reward from Foursquare itself.

An article on AdFreak sheds light on a cross promotion between Foursquare and GranataPet (a German pet food company). In short, GranataPet has set up billboards that urge users to check in on Foursquare, which then triggers for dog food to be dished out for your four legged friend to enjoy.

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As GranataPet themselves put in their video, they want to catch the attention of their “target group” while also giving the pets something to enjoy. Not only that, but the interactive billboard also attacks all steps of the AIDA model. The large colourful billboard attracts its customers/target group, then they are interested to check in on Foursquare to see what will happen. Their desire/action to do so thus lets their dog have a free sample. The owners watch as their dogs are enjoying the treat and might go straight to a shop to buy the food that they seem to like so much!

Looks like GranataPet has successfully leashed their customers!

First The Force, now The Drive.

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Volkswagen’s super bowl ad was it’s first display of the company’s attempt to penetrate the US market. Jim Henry of BNET reports that Volkswagen is looking to spend $4 billion dollars in the US market to push the company’s sales objective up to 1 million sales. However, they can’t just stop in the US.

Volkswagen Norway took this into their hands, literally. AdFreak features the new interactive print-ad that VW Norway has created. I’ll let the video explain itself:

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One comment specifically caught my eye,

“thus creating a successful ad (viral) which is seen by more people regardless of those who actually see and experience the ad physically”

Although the cars may not be out on the market yet, by featuring them in such memorable ads, they are trying to cover the five components of brand equity: brand awareness, perceived value, brand loyalty, brand associations, and symbols/trademarks/patents. They know that there is no trial-ability in the products yet, however, the main purpose of such ads is to get potential consumers to remember the name.

They want consumers to be aware of the Volkswagen brand and what it has to offer. For example, with the Darth Vader ad, they wanted for customers to value that Volkswagen can not only meet the needs of a businessman, but for his son as well. In terms of the virtual ad, both existing and potential Volkswagen customers are able to test out the new features that the car has to offer, and as well, although it may not be legally implicated, they will now be remembered as the first brand that created a “virtual drive” for their customers through a simple iPhone app.

Perhaps next time we are looking for a vehicle upgrade, The Force will bring us right into the Volksagen dealership.

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Although I’m a loyal Blackberry user, I must say that Apple has proposed a very appealing alternative market over the years. The 2010 Apple talk has revolved around the FaceTime technology that is now compatible with iPhone4’s and the 4th generation iPod Touches. My friend Mandy breaks down one of the iPhone4 ads in her blog: here.

However, like I mentioned, I’m a loyal Blackberry user, but still wanted to test out the new technology, so I did some information searching to find out what the new iPod Touch had to offer.

and then I found it.

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all kinds of fun.

What’s fascinating about this ad is that all kinds of fun also means all kinds of segmentation, targeting, and positioning that Apple has to do in one ad.

In segmentation, Apple tries to reach across many different aspects of the demographic segment, for example, it tries to appeal to different age groups with different games and apps being displayed. The psychographic and behavioural segments are reached as well.

Apple itself as a brand has a highly differentiated/multi-segmented target. However, the iPod Touch and this ad specifically aims to use an undifferentiated targeting approach. This is ONE product that can cater to anyone.

Lastly, positioning. Apple as a brand itself has positioned itself on the high spectrum of many characteristics – innovation, sustainability, level of technology, different products, to name a few. The iPod Touch does the same. The ad stresses that this one product can be good for everyone, and as well, highlights all the technological aspects of the product as well. By being able to meet different preferences, Apple hopes to leave consumers/ad viewers with a “high ranking perception” of the product and thus positioning themselves in front of their competitors.

Got Milk?

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Marketing is such a unique concept and tool because it can be used in so many ways. Often, those unfamiliar with the different uses will often think of marketing as just annoying ads trying to convince to spend a ridiculous amount of money on a product that they don’t need. But marketing is so much more than that. We can use marketing to influence and ensure better decisions to all members of society, whether it be a healthier lifestyle, or the prevention of bad choices.

In terms of marketing strategies, the Got Milk campaign uses different aspirational leaders to attract different target markets. Their celebrity line up ranges from the young skateboard stud, Ryan Sheckler, to R&B sensation, Usher, to the housewife that knows it all, Martha Stewart. Got Milk recognizes the different stages of family buying decisions, and has ads that will appeal to the initiator, the influencer, the decider, the buyer, and the user regardless if it is one, or many members of the family in each role.

http://inventorspot.com/articles/got_milkinventive_marketing_5569
The picture links to a website showing different Got Milk? ads around the world, quite interesting to look at

The Got Milk campaign is an excellent example of successful cause marketing. Cause marketers must exploit all the social factors that lead to a consumer’s decision in a specific cause, whether it be a lifestyle change, or a belief/attitude towards a social matter. More specifically, the Got Milk campaign does not worry about what brands of milk that the consumer chooses to drink. The most important part of the campaign is simply to influence the importance of the liquid calcium.

Here’s a behind the scenes look at the making of Ryan’s ad, and yes, the moustache is real!

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https://www.youtube.com/watch?v=_74bkbvCNa4&feature=player_embedded

Nikon: Coolpix for Cool Pics

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I’m a big fan of a website called The Cool Hunter:

http://www.thecoolhunter.net/

A website that finds the “coolest” things-including ads. I first found the ad in 2009, but it’s always been one of my favourites because of the incredible marketing strategies behind it.

The ad by Nikon featured an interactive, life-sized billboard of a mob of paparazzi waiting alongside the red carpet. For those wanting to live the lifestyle of the rich and famous, here is your chance.  Located in a central subway station in Korea, anyone passing the billboard triggered an instant bombardment of camera flashes. The red carpet then led straight into a camera shop – what a coincidence!

http://www.thecoolhunter.net/article/detail/1570/nikon-d700-guerrilla-style-billboard

In our 2nd lecture, we talked about the importance of the value-based era. Companies now need to value their customers, and build a long-term relationship to create brand loyalty and recognition. Nikon does this by literally putting consumers into the spotlight,  making the average joe feel like an A-List celeb.

If we were to use a CDSTEP analysis to look at the macroenvironment, this advertisement is nothing but perfect! In terms of demographics, the ad can appeal to anyone and everyone. It’s an eye catcher to whoever walks by it, regardless of your age or sex; if you walk by something that flashes, you are bound to look. Although the ad is made specifically for the D700, it’s also an ad to generate brand awareness. You’re led to a camera shop, which is bound to carry multiple Nikon models . Depending on your economical status and your technological needs, you can then pick another Nikon camera that may appeal more to your needs.

In sports, it’s the stats that count and that stays true in business as well.

http://www.1001noisycameras.com/2010/07/nikon-grabs-the-1-spot-in-dslrsilcs-in-japan-h12010-revisited-real-story-canon-falls-off-a-cliff.html

You be the judge. The ad is from 2009, and in 2010 …