Time to change your Snapchat privacy settings?

Snapchat has begun a venture into the world of advertising.  Snapchat introduced a new service titled “Snapchat Discovery” to companies in hopes that advertising on the app will bring more attention to their brand, even if it is just for a few seconds.  

 Snapchat-Taco-Bell-Collage

Though it initially seems like a good idea, with Snapchat recently being evaluated to be worth $10 billion, advertisers will not be able to choose the audience for which their “snaps” will be sent. For example, an ad for a new eye shadow for Cover Girl could be sent to a sixteen year old boy, who would have little to no interest in anything Cover girl related. Also, companies that fall in to luxury brands should be aware before deciding to advertise with Snapchat that their advertisements would be included alongside ads for Doritos or Taco Bell.

 McDonalds-on-Snapchat

 

“Snapchat is reportedly making the rounds with brands and agencies. In its pitch deck, Snapchat boldy declares to marketers, “Now it’s your turn,” and goes on to advise, “We recommend experimentation.””

 

Companies such as MTV, “Girls” on HBO, the New Orleans Saints, and McDonalds have already jumped on the “Snapchat Discovery” bandwagon.

 

Klienberg, A. (2014, August 22). Thinking About Snapchat? Snap Out of It | Agency News: Viewpoint – Advertising Age. Retrieved September 2, 2014, from http://adage.com/article/agency-viewpoint/thinking-snapchat-snap/294667/ 

 

Poo-Pourri makes your poop smell good: blunt but effective

This video is one of most successful ads in 2013. So far it has more 27 million views and more than 10 thousand comments on YouTube.

Instead of using a subtle way to promote its product, which is sometimes more applauded in advertising, this video tells you bluntly to buy its product: I’m so good and so effective, buy me, buy me, buy me!

However, behind the blunt or even shameless way of selling, this video actually contains a very smart strategy which is especially effective in this social media era.

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Everyone needs to poop. It’s not a strange thing. However, imagine bumping into mesmerizing model-like girl in the toilet when she just finishes her business and you can even smell the strong scent, I think this would probably ruin some part of beautiful impression of her. Based on this awkwardness, Poo-Pourri shoots a video telling you that they can make your poop smell good!

They have a beautiful young woman who has very elegant look and a strong British accent sitting on a toilet, telling you “you wouldn’t believe what I just dumped!” Nothing is worth than pooping outside your own home: office, party, especially your boyfriend’s place! Even if you flush it three times, it still has mark. Most people go for the fragment which is too strong that it only makes it more obvious. What you want is to make the smell completely gone and people don’t even know you just did it! But how? Poo-Pourri has the answer. They can even save your relationship! And then they start to tell how works: (the animation in this part is really cute!)

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Besides telling the function, they also tell you that they have already sold 4 million bottles and got one thousand 4.8 star on Amazon, the score is even higher than IPhone 5! And then they also guarantee “unconditional stink-free full refund”. Look the funny words they use!

See, despite the blunt selling, this video is actually extremely entertaining, and that’s the key reason why it is so popular. The video create extreme contrast from the beginning to the end: beauty and poop, elegant and quirky, professional and hilarious. It is so entertaining that even we don’t buy the product, we accept the concept and we want to share the video.

And then, if you go to their website, more shamelessness comes up! See the sold number! And there are 8 big “order now” signs on the front page. Talking about “call to action”!

 

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And even their apology letter is very cute and funny.

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So, the lesson here is:

Want to sell your product? Use everything you got to entertain!

 

Resource:

http://www.poopourri.com/

Selling the good old days

Remember this video? Dr. Yoo showed it to us on the first class of this semester. I remember that we were talking about “best selling point” during that class. So, what is the best selling point of this pitch?

Since it’s a TV show, a fiction, it’s hard to tell if this pitch would really work on consumers. However, by seeing the large number of views and the comments of this clip on YouTube, we can tell that it has great effect:

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The best selling point here is “Nostalgia”. Although it is a bad thing if you are immersed in the past too much, memories can still provide us with a lot of strength. It includes the people and the things we love, and built who we are today. We encouraged by the good part of it, and then we also learn from the bad part of it. And because nostalgia has such a huge emotion impact, it has always been one of most common and effective factors to use in advertising. And here are the examples of some great branding works which all use nostalgia wisely to promote their products.

This is Bud Light’s 2014 Super Bowl commercial, and up to now it got more than 18 million views. There are many reasons why this commercial is so successful: it has great suspense, big scenes, looking real and very fun. At it even includes some bizarre moments, like the sheep. All of these things are great elements to catch eye balls. However, the climax of this video, the big surprise, is the ping-pang match with Schwarzenegger. Playing with him is play with the childhood hero! Who wouldn’t want to do that! The whole thing is like a childhood fantasy coming true. And the hilarious hair style and costume Schwarzenegger wears makes him even more likeable.

As to the way of using nostalgia, this commercial uses a similar concept. Who is Morpheus? What is Matrix? I doubt anyone here in USA doesn’t know the answer. This commercial uses a very beloved character and one of the most classic scenes from one of the most influential films in the history. It’s so amusing watching Morpheus singing opera, and the video show the scene in such a comical way. No wonder it’s a hit.

While some brands use nostalgia elements to promote their products, some brands themselves are the nostalgia elements. The Fanwagen campaign was a huge success, attracted tens of thousands of new fans and created a lot of buzz on Facebook, Twitter, blogs, and other major advertising, automobile, and design sites.

NOKIA used to be at the very top of the mobile phone “food chain”. But it loses its position in today’s smart phone battle while Apple and Samsung are rising to the top. However, Nokia has been doing a very good job in creating its own strength and distinguish itself from other competitions, which is its camera function. This commercial makes a soft and very engaging approach to the audience by connecting the history of photography and today’s people’s real life.

 

Resource:

http://www.imediaconnection.com/content/31060.asp#multiview

http://adpr491.wordpress.com/2012/10/02/volkswagen-funwagen-campaign/

 

 

Digital Storytellers

Photo Courtesy of :Digitalstoryellingsynthesis.com

Photo Courtesy of :Digitalstoryellingsynthesis.com

My final blog post will be completely reflective. We are all currently Masters student in the Communications department and we all have a clear cut purpose to thrive in the field of digital media and storytelling. This Audience and Distribution course has taught us a lot about creating relevant content and making it meaningful to attract and keep an audience. Dr. Yoo has done a really good job of making sure our concepts have structure and are engaging. All of us have different goals as it pertains to our career. The good thing about this course is it allows us all to use this information directly to make an impact on our work. For instance, the SPSS assignment with Facebook was brilliant to help us collect data and analyze it as it relates to social media. We can start to analyze our own data and see what works best for our specific method of story telling. Another interesting thing that we learned this semester was brand journalism. I love this term because I have a new found liking for branding and I love to write. It is the practice of creating a brand based off of the story behind the method. This was a great transition into mind mapping. Mind mapping is something that I have never heard of before but it is a figurative of brainstorming. At times when I brainstorm certain project the seem very intriguing but if I keep going like Dr. Yoo says we should do, I may come out with something innovative and mind-blowing. Lastly I want to speak to the interesting techniques we learned in storytelling when it comes to marketing. My favorite concept is the tension/ tension reduction concept. This technique is great because it teaches you to build up a story to come to a closing that leaves people thinking. This is a technique that I can see myself using a lot. I like the concept of having people walk away from my story with a thought that is directly connected to them. I always want people to have a take-away when they view any of my work.
This has been a very great class and we are able to now move on and use the information that Dr. Yoo has instilled in us. We can use digital storytelling not only as a craft but as a movement. It is not often that we hear people call themselves, “Digital Storytellers.” We will be the next innovative group to get out and use these tactics to create meaningful content. No reference needed for this blog. We are our own reference now!

Can You Write a Story in Six Words?

Wether digital technology enhances or diminishes our overall quality of word communication depends largely on the way how is considering. While digital technology may have diminished our consumption of printed books or long articles, on balance, digital technology is bring us more new possibilities to improve our communication.

Every day, people have been exposed more and more under ocean of information.  We are receiving messages and calls on our cell phones; refreshening feeds on our social media with our portable devices, getting news information from TV and Internet. Even when we are walking on the street, we are scanning the poster and outdoor ads. There is no surprise to find out that people tend to have less and less patient to spend time on reading or interpreting information. Therefore, authors are always trying their best to deliver the message they want to say concisely to the content consumer. Tweeter, limits tweet length to 140 characters, became one of the leaders in contemporary culture who changes the way how people communicate to each other. Not many of us would think about the length of messages we posted on social media like Facebook, as long as we completed our stories. However, every word counts on Tweeter, which forced us to consider how to fully use 140 words to deliver the message we want to spread. Thus, we started to try to use short paragraph or couple sentences to summarize our information on Tweeter. People can go through dozens of tweets in a few minutes easily, but there still are tones of information waiting to be consumed.

Is there any chance to make our story even shorter? Recently, a storytelling type that limits author to tell a story in six words has become a heat on the Internet. Believe it or not, six words, which is as long as a book title, can convey a complete story. Here I’ll show you some popular six-word stories on the Internet:

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Short story has become popular since 1920. Yes, I didn’t type wrong. It’s 1920! In 1920, Ernest Hemingway’s was challenged by his friend in a bar who asked him to write a story in six words.  Therefore, now we have a famous story: “For sale: baby shoes, never worn” . Hemingway considered that it was the best story he had written. However, at that thine the reader thought this sad story was a small ad.

Ok, now it’s your term to try to write a six-word story and post it in the comment.

Good Luck!

References

-Six-word stories, Washington Post

http://www.washingtonpost.com/wp-dyn/content/article/2009/02/10/AR2009021002187_pf.html

Technology Can’t Replace Love

Interesting when you think about this title and what it may mean. I watched a Thai advertising commercial. It brought up this idea of technology versus love. However, I just gave you hint. I stumbled across this commercial not knowing what it was about. But it is worth the watch. You should check it seriously.

 

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https://www.youtube.com/watch?v=Kiq_TrEdbl4

It was the cutest commercial right. Made you think about we use technology. It is almost like because in our technological age, everything is instant. We get instant gratification and we have softwares that allow us to communicate instantly. In this particular commercial, the father was at home watching his infant daughter and she would not stop crying. Under panic and pressure, he contacted the mother who was the grocery store via face time. She told him to play the infant’s favorite cartoon (on his cell), the mother even offered to play peek-a-boo with child. It still did not work. After a moment of profound contemplation, the father decided to put down the technology and pick up his daughter. The moment he did that, his baby girl stopped crying. This moment brought to light something that is important in our generation. We cannot rely on technology to replace genuine human interaction and human affection. There is nothing like it. And for me, I see a lot of personification of objects and technological things that are becoming so human, the perspective of physical interaction is almost as if its obsolete.

What do you think? Do you think that technology is replacing human interaction? How can we have a complete balance between the two? I think commercials like these do an excellent job at making good use of the power of creative storytelling. We learn that stories that evoke reaction and action are great stories. Stories that have some sense of reality or fantasy. Stories that evoke the emotional bones within us, that carry surprise and aren’t predictable. I think that this commercial was successful in bringing the message to the audience. I think it was effective in its delivery about a common experience between fathers and their infant children. The emotional sentiment was perfect. The element of resolution was great and it brought us all back to a simple reality; how important love is.

In our ever-growing, ever evolving, ever revolutionizing world, what are we going to do in realizing just how important human interaction is in our lives?

According to “The Bottom Line” Arts and Entertainment editor, Melissa Niles writes that “Internet and mobile technology seems to be subtly destroying the meaningfulness of interactions we have with others, disconnecting us from the world around us, and leading to an imminent sense of isolation in today’s society.

She’s also says that…

 

There’s something intangibly real and valuable about talking with someone face to face. This is significant for friends, partners, potential employers, and other recurring people that make up your everyday world. That person becomes an important existing human connection, not just someone whose disembodied text voice pops up on your cell phone, iPad or computer screen. 

In this commercial, the instant gratification that the father was hoping to get from connecting with the mother on his phone was shattered. This lesson of how tangible affection was needed to comfort their daughter was definitely learned. His apprehensiveness towards wanting to pick her up was in a sense isolation and he was intimidated, relying on the human connectivity through technology to help him. This commercial proves how human affection is still very much needed even though connectivity via technology is useful.

 

Sources

Thai commercial retrieved from youtube https://www.youtube.com/watch?v=Kiq_TrEdbl4

 

Technology is Destroying the Quality of Human Interaction – Melissa Niles  The Bottom Line article retrieved from

http://thebottomline.as.ucsb.edu/2012/01/technology-is-destroying-the-quality-of-human-interaction#sthash.f9DvoN2Z.dpuf

Mac Person VS. PC Person

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This blog has so many fans of Apple. On top of that, there has been many postings about the new products Apple is producing. Yet, there are significant differences regarding Macs and PCs. The debate over Macs and PCs has been an ongoing argument since the Stone Ages or when I have been in high school. My classmates discussed which laptop is better, cooler, faster, and the overall best. Interestingly enough, in 2006 the company Apple, which owns Macintosh or Mac laptops, has been showcasing television advertisements that indicate two men who personify themselves as either a Mac or a PC. This assertion alone says something very salient about the culture in which people are living in. It suggests human beings adopting a category of being a Mac or a PC.

Moreover, the competition between whether consumers should purchase a Mac or a PC has been ignited with not only face to face conversations between computer lovers, but more importantly in television commercials by Apple. The television commercials depict an actor named Justin Long who plays the character of the Mac. Justin is seen in the commercials as the younger, cooler, hoodie and t-shirt wearing Mac that appears to be more relaxed and wittier in his comebacks against the PC. By the same token, another actor named John Hodgman plays the role of the PC. The PC is dressed in a suit and tie with thick glasses, he also appears much older than the Mac, and his comments against the Mac seem to be very juvenile and substandard. In the commercial, both Hodgman’s and Long’s characters are seen debating about the capabilities of a Mac and a PC. The Mac would say to the PC that it has the ability of doing a lot for its prospective consumers. Whereas the PC would response by saying that it is better than the Mac because, it just is simply better than the Mac. Throughout the duration of the commercial the viewer notes the ongoing debate between both computers. Clearly, the Mac wins every single debate against the PC.

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More or less, the primary objective of the Apple commercials was to indicate the privilege of labeling oneself as a Mac instead of a PC. Clint Pumphrey’s article titled, 10 Differences Between Macs and PCs states, “Apple has worked very hard to craft a fun and hip image for its line of Mac computers, while simultaneously portraying PCs as dull and nerdy”.

In April of 2011, a website called Hunch showcased the results of a survey that asked computer users if they identified themselves as a Mac or a PC person. Also, it asked users some questions regarding some self-identifying factors. As an example, Hunch asked participants if they preferred to live in the city or live in a suburban town. The study indicated that “52% of Mac people live in the city” and “PC people are 18% more likely to live in the suburbs”.

As indicated in the Apple commercials as well as Hunch, Mac users seem to be more liberal in their lives, whereas PC users seem to be more conservative in their lives. These findings are stereotypical to the demographics that are found with Mac and PC users. It is possible that Mac users are adopting lifestyles that they think is appropriate for an owner of a Mac computer. The same can be said about PC users as well. As Hunch indicates, Mac users are seemingly opposite in many lifestyle decisions in comparison to PC users and vice versa.

When it is all said and done, the debate still lingers regarding which computer is the best to purchase. Although, this debate may never have a grand finale, it still begs the bigger question of ‘Do people accommodate their lives to the commodities that they purchase?” Overall, since I am in the market of purchasing a new tablet or laptop, I am trying to ascertain if I am shopping for a laptop, or if I am shopping for a lifestyle that I have been socialized to believe is attainable by the advertisements I’ve seen.
Mac-vs-PC

Source:
Pumphrey, Clint. “10 Differences Between Macs and PCs” 08 August 2011. HowStuffWorks.com.