Olympic Advertising May Be a Cause for Concern

Well the past few weeks have been a picnic for advertisers due to the Grammys, the Super Bowl, and now the Winter Olympics in Sochi. While many advertisers have brought out the big guns as far as advertising content, there has also been a fair share of controversy among companies that embrace diversity like Coca-Cola’s “America is Beautiful” campaign or Chevrolet’s “The New Us” campaign.

These advertisements have been met with both high praise and extreme criticism by some Americans. Although racial tension is involved in the controversy, the hot button issue for Sochi is homosexuality. This year’s Winter Olympics seems super charged between advertisers and viewers alike due to the sensitive condition of Russia socially and politically. With the law in Russia banning “homosexual propaganda”, friction between activists all around the world could be a threat to Olympic revelries. As this advertising season in the United States has become an indication that social change is occurring in favor of the LGBT community, the policies in Russia have not followed suit. Due to cultural ideological differences, it makes sense that certain views don’t align amongst countries. But the polarizing effect of the issue could be a source of conflict in the coming days. Advertisers are concerned about these differences, but feel confident that the nature of the Olympics will be enough to prevent any major negativity towards the Olympics. The event is made to bring people together and the strong emotions surrounding the events will not affect Olympic ratings. It is the hope of many advertisers that controversial topics do not seep into the public’s mind and lead them away from tuning in to the Olympics and wasting tons of money on exclusive rights and time slots. Maybe the world can set aside social issues for a few weeks, but this makes me wonder if companies showing these ads are like a raspberry in the face of Sochi. The advertising ideas do appeal to a lot of Americans in a positive way, but how does Russia feel about being connected to ads that they would most likely find inappropriate for viewing by their citizens? While this is far from a huge international crisis, I find it interesting that the United States is on the horizon of accepting diversity while Russia seems to act rather the opposite.

Sources:

Stuart, E. (2014, February 6). Fingers crossed, marketers count on olympic gold. New York Times. Retrieved from http://www.nytimes.com/2014/02/07/business/media/fingers-crossed-marketers-count-on-olympic-gold.html?_r=0

Car Ads: The Bad, the Worse, and the Ugly

So the ad above was featured by Ford just last year…Seriously? Coming from a generation where society has gone from ignorance to tolerance to a new age where we are just starting to embrace out differences, I am shocked by the type of advertising that comes from popular, successful, and influential companies in modern times. It seems to me that many car companies have stooped pretty low lately whether it be sexism, racism, or even deception.

The print ad that I featured above is overtly offensive advertisement. Ford wanted to showcase their larger cargo space in the back by showcasing the number of women that a man can fit in there. There are so many issues with this ad… First of all, the ad is grossly infective. The target audience of the ad seems to be men who like to kidnap women. Seriously, who thought that was a good idea? Moreover, the fact that the ad is a cartoon makes the matter worse because it caricaturizes a very serious issue. The ad makes a joke about kidnapping and perhaps as far as sexual assault. Also the ad features women dressed provocatively and the man is smiling. This is offensive to both women AND men. Women don’t like to be portrayed as sexual objects and good men don’t want to be portrayed as criminals.

More awful ads available on this link: CNN’s pick for dumbest car ads from 2013.

Among these, there was a racist song in an ad against Chinese people and an ad showcasing clean emissions by showing a man that tried to commit suicide. Honestly, I question whether or not advertisers are thinking or are even socially conscious especially internationally.

Also, Nissan’s ad gets in trouble with the FTC for being dishonest with the consumer. The ad claims that one of their trucks can push a buggy up a dune when in real life a cable is doing all the work. The intense competition between car brands is pushing the advertisers’ limits, but they need to think harder and better without going to the cheap shots. Advertising should be fun and uplifting. For the case of cars, they can do so much better by portraying luxury and class. None of the ads featured here do any of that. Let’s cross our fingers that 2014 car advertisers work smarter than last year.

References:

Malter, J. (2013). Racist, sexist and just plain dumb car ads [Web]. Retrieved from http://money.cnn.com/video/news/2013/12/17/dumbest-moments-car-ads-chevrolet-ford hyundai-offensive.cnnmoney/index.html?iid=HP_Taboola

Payne, C. (2014). Nissan’s frontier ad is ‘deceptive’[Web]. Retrieved from http://money.cnn.com/video/pf/2014/01/24/pf-wheels-nissan-frontier-pickup-ad-dune-buggy ftc-fine.cnnmoney/index.html?iid=V_Series

(2013, March 22). Ford Figo Ad [Print Photo]. Retrieved from http://www.businessinsider.com/ford-wpp-apologizes-for-offensive-car-ad-2013-3

Skype Creates Connections

Skype has been one of those companies that his been able to profit on peoples yearning for contact with loved ones. Skype is a video chat software that allows for real time video conferencing with people who can be situated all around the world. Skype recently launched a “Stay Together” initiative, which asked consumers to tell their stories about their long-distance connections with people. Customers were asked to post videos explaining their story and how Skype in particular has helped them keep a close relationship with the people they are not able to see in person.

http://www.skype.com/en/

The “Stay Together” campaign is a very smart advertising tactic for Skype. The videos uploaded manage to attract and hit home with consumers who are going through the same thing and it also brings awareness to other consumers who are not familiar with how Skype works.  One of the stories Skype decided to highlight was that of Sarah and Paige, who are both from different countries and have never met each other outside of Skype. What makes their story unique is that both Sarah and Paige were born without their left arms. Skype allowed them to form a bond that they were not able to have with other people. Skype has been able to advertise their ability to create connections with people. This connection Skype allowed them to create has made their quality of life better. 

Advertisements like these connect people on a personal and emotional level. This advertisement in particular went viral and has caught the attention of national talk show host like Katie Couric. When advertisements go viral, profitability for the company is almost always certain. 

http://katiecouric.com/videos/heart-warming-reunion-caught-on-camera/

As a consumer, I can relate to the emotional appeal this advertisement exhibits. Having been away from home since June, I rely on Skype and Facetime to keep in contact with my parents and siblings. Talking on the phone, and texting is nothing  compared to being able to physically or in this case digitally seeing someone you miss. Although my story is different from Paige and Sarah, the same idea that Skype keeps people connected is relevant. Skype has done a great job at providing a service that people want to use. Its advertisements show the good their software can bring people of all different backgrounds, and situations. The emotional appeal has kept consumers interested and others interested in what this company can do. It is important for companies to uses advertisements that appeal on several levels to consumers in order to stay relevant in the market. 

 

References:

Nudd , T. (13, November 04). After skyping for 8 years, two girls with a special bond finally meet sarah and paige’s story. Retrieved from http://www.adweek.com/news/advertising-branding/ad-day-after-skyping-8-years-two-girls-special-bond-finally-meet-153609

Horror in Advertising

With Halloween approaching, a plethora of horror themes can be seen in commercials, TV shows, and general advertisements. AMC who is most notably recognized for producing shows such as Mad Men, The Walking Dead, Breaking Bad, and now American Horror Story are no strangers to centering its advertisements with the seasons. Halloween is a natural attraction to many people. Ghouls, goblins, zombies, ghost, witches and so on make up interesting subjects for entertainment.

Cable television has taken a particular interest in creating Halloween based television due to its past success. Channels will offer programs like “13 nights of Horror” where they strictly play horror shows, and movies up until Halloween. Horror is a simple, popular, and fairly cheap to produce. Horror is the type of theme that allows for cliffhangers and calls for the consumer to create their own reason as to why something is frightening.

As a consumer I can attest to the interesting nature of horror. I am a sucker for sitting down and watching horror shows and movies simply because the month calls for it. Growing up during October I remember it became a thing to attend places like Knott’s Scary Farm, or Universal Horror Nights simply because we were bombarded with coupons and advertisements that were obviously catered to my age group. If attending these two was not an option we could always rely on inviting friends over and watching scary movies.

It is an incredibly smart idea for advertisers and marketers to run with the horror theme for as long as they can. Similar to Christmas, it has the option to advertise to the younger age group as well as adults. Cable television has been a prime example of this success. With record-breaking viewership for shows like The Walking Dead and American Horror Story, AMC has been able to stay relevant in television. Other channels like the Sci-Fi channel and ABC family have been able to produce programs that keep teens and adults interested in watching television during this month.

http://www.amctv.com/movie-event/amc-fearfest

The question is whether or not horror will continue to thrive. It is a possibility that Zombies, ghost, and aliens will eventually fade out. Depending on originality, I personally believe that the demise of horror appeal will appear with the lack of originality in programs and advertisements. Consumers can only take so much Zombies, and Witches in their advertisements.  While others believe that horror will only continue to grow we can only wait and see what the future of Halloween programs, and advertisements will go. 

References

Thielman , S. (13, October 28). Has halloween become the start of fall cable?. Retrieved from http://www.adweek.com/news/advertising-branding/has-halloween-become-start-fall-cable-153409

 

Zombie Advertising

 

Its that time of year again when AMC’s critically acclaimed television show The Walking Dead is back on in the lineup of Sunday shows. With the season 4 premiere of The Walking Dead last Sunday, many companies found the opportunity to advertise their products with a Zombie theme. Unlike other shows like Breaking Bad or Mad Men, The Walking Dead provides the zombie theme that is especially effective during this time of year as everyone prepares for Halloween. Zombies seem to attract consumers into a cult like following. More and more T.V shows and movies have centered their themes on zombies due to its popularity. 

 

http://youtu.be/KihE3IyHNPI

Hyundai is one of many companies to capitalize on the zombie theme and created an ad campaign for their new car the 2014 Hyundai Tucson. The advertisement shows a zombie proof vehicle completely equipped with guns, armor, chain saws, satellite, and a roll cage. Advertisements like these tend to grab the consumer’s attention and with the sleek and tough look of the vehicle spark an interest in the audience. Whether the particular audience decides to buy the vehicle or not, if they take the extra step to research the car, Hyundai has already completed part of its objective. What Hyundai did that is extremely beneficial is create a call to action in this particular ad. This advertisement ask fans of The Walking Dead or zombies in general to enter a contest in which they can win a zombie proof Hyundai Tuscan. Creating this call to action will encourage the consumers to watch the commercials, and participate in a contest in which the actual chances of winning are slim.

Strategically planning to team up with popular shows like The Walking Dead will only prove to be valuable. Companies and brands have the opportunity to attract more customers when those customers see a common interest. By offering contest like Hyundai, gives the company an opportunity to not only attract adult consumers but also to attract younger consumers who are in the market to purchase their first vehicle. The show not only brings in viewers but also creates a trust with its viewers. Thus, when someone or something in this case a T.V show approve of Hyundai’s marketing, a level of trust is already built up for Hyundai.

Companies should continue to seek endorsements from popular TV shows because it creates an opportunity to market online, on T.V and in the show itself. In these cases, Hyundai as a company would further endorse its brand by showing its vehicles in the show. The more the consumer is exposed to the Hyundai vehicles, the more they will become interested and eventually invest in.

 

 References:

 (n.d.). Retrieved from http://walkingdeadchopshop.com/

 Stanley, T. L. (2013, October 15). Hyundai giving away another zombie-proof survival machine in latest walking dead tie-in . Retrieved from http://www.adweek.com/adfreak/hyundai-giving-away-another-zombie-proof-survival-machine-latest-walking-dead-tie-153147

Apple beats Coca-Cola in Brand Value

In a surprising move, Apple has now taken the number one spot in being considered the most valuable brand over Coca-Cola. Coke has for 13 years been able to maintain the number one spot due to the company’s ability to advertise anywhere and everywhere. Coke is a staple in the soda industry due to its global allegiance and recognition. Coca-Cola has been able to not only market their products with television and radio commercials, but also by special labeling through sponsorships. Being one of the most successful and profitable brands, it is surprising to see that Apple has been able to surpass Cokes brand value. This brings about several questions. Is Apple’s innovation what makes them now the leader? Is Coke somehow losing consumers? Or is Apple simply taking the lead due to recent releases of products?

Many of these questions have various answers, but the most important thing to note is that Coca-Cola is not losing value or recognition. On the contrary, being already a large company with global recognition, Coca-Cola still has plans to market to consumers whom they have never marketed to before. For instance, due to Pepsi being the leader in the market of soda in Russia, Coca-Cola plans on heavily advertising during the Olympics in Russia. Coke plans on taking over the market through local advertisement and large exposure brought by the Olympics. Coca-Cola has been successful in dipping its hand in a variety of different markets by sponsoring athletes, products, and businesses. Through market strategy, Coca-Cola has remained relevant.

Apple tends to market its products the same way through different forms of media. It has been considered number one in brand value partially due to the cult following have with its products. Most recently, the iPhone 5s was released and although it is essentially the iPhone 5 with some tweaks here and there, it was still able to produce a groundbreaking release. Last year when the iPhone 5 was released, five million units where sold, while this year the iPhone 5s produced a whopping nine million unit release. Thus, through globalization and advertising, Apple has been able to continue being successful.

Both Apple and Coca-Cola have a tremendous brand value. However, I believe that because of how relevant Apple is in society and how it markets to its consumers it has been able to create more brand value. Coca-Cola has been a household name for many households for a very long time, and now Apple is becoming a staple in people’s lives. Through offering a large range of products, Apple has been able to become leader in brand value. 

cok

 

References

Gross, D. (2013, September 30). Apple passes coke as world’s “top brand”. Retrieved from http://www.cnn.com/2013/09/30/tech/innovation/apple-coke-top-brands/index.html?hpt=hp_bn5

 

Barr, A. (2013, September 23). iblockbuster weekend for apple’s new iphones. Retrieved from http://www.usatoday.com/story/tech/2013/09/23/apple-iphone-nine-million/2853755/

 

Advertising Through Twitter

With mobile technology and social media on the rise, advertisers have begun to become creative when it comes to placing ads. Through mobile device platforms, ad creators have to find ways to reach its consumers in ways that do not stray them from the product being advertised. Twitter has recently begun to implement “promoted tweets” as well recommending twitter accounts that might interest the user. Through these forms of advertising, companies have the ability to interact on a more personal level as opposed to other forms of advertisements. 

 

Companies are able to have personal interaction with its consumers through Twitter due to the small scale in which they have to respond. Twitter is becoming more interactive with its advertisers by providing platforms better suited for the companies’ advertisements. Through the promotion of tweets by celebrities or the “promoted tweet” mode, companies are able to share photos, news, videos, links, and more which reaches the consumer in 140 characters of less.

Twitter has recently added ESPN, Ford Motor Company, and CBS to its major advertising program. This brings in revenue to not only these companies but Twitter as well. Major networks like ESPN and CBS find it innovating to see the power that live broadcasting and twitter interaction can have. The interaction consumers have with television and twitter is in most cases 58% more likely to create a sale than if the consumer only saw a commercial without any twitter interaction. It is simple; the consumer likes to be in control at all times. With this interaction they can have through twitter, they are able to believe that they are controlling the outcome. Through twitter they can express complaints, concerns, and suggestions on the products.

The importance of twitter on advertising is increasing everyday. With new technology and advertising partnerships, Twitter has the potential to become one of the biggest advertisement platforms in the market. The problem with this is how the consumer will react if their social media is covered in advertisements. Facebook received criticism when they began to show more and more ads on its page. However, many people forgot about it after some time. I believe its beneficial to the companies to advertise on all social media platforms, and as a user of social media, I can honestly say I am okay with advertisements as long as they do not interfere constantly with my content.

 

References

Yeung , K. (2013, August 29). Twitter’s lead generation card opens to all advertisers with a new layout, analytics, and more. Retrieved from http://thenextweb.com/twitter/2013/08/29/twitters-lead-generation-card-opens-to-all-advertisers-with-a-new-layout-analytics-and-more/

 

Goel, V. (2013, September 23). Twitter adds cbs to its stable of big advertising partners. The New York Times . Retrieved from http://bits.blogs.nytimes.com/2013/09/23/twitter-adds-cbs-to-its-stable-of-big-advertising-partners/?_r=0

 

Deceitful Advertising

Advertising is a staple in making a product or brand name known. Advertising is defined as a form of communication used to encourage, persuade, or manipulate an audience. Although people do not generally like to be manipulated or deceived, it happens every day in the form of advertisements. For example, a popular advertisement for a weight loss pill promises results within a week. However, what the company does not tell you in their advertisements is that in order for these weight loss miracle pills to work the consumer must follow a strict diet and exercise plan. Many naïve consumers become convinced that by only taking the diet pill will help them lose weight. Which causes them to fall for the advertisement.

This is not new knowledge for consumers. We are all well aware that the constant messages we receive in advertisements are not completely truthful.  Recently in California, Tesla has received claims that it has violated advertising laws. Tesla has recently become a strong and leading brand in the market of electric vehicles.  The California New Car Dealers Association accuses Tesla of inflating the actual number of savings that might result from customers purchasing its vehicles. Things like this are not surprising. Car dealerships have always advertised their cars as being superior to what they actually are. In this case, as Tesla advertises prices that may or may not be true makes consumers uneasy. If Tesla is not truthful in its advertising, consumers might be discouraged to purchase these vehicles. Although advertising is a slight variation of the truth, it is essential that the company does not deceive the consumer in any major way. When allegations like this occur, it is more likely to give the company a negative image as opposed to the positive one it was striving to achieve. Negative reaction from advertising can be detrimental to a company who is just beginning to bloom. 

There are times when a company will purposely create an advertisement that is slightly deceitful in order to create a humorous reaction from the consumer. For example, in this Axe commercial for its “Excite” body spray, it states that “even angels will fall” insinuating that if you wear this particular body spray you will create an attraction so strong angels will fall from the heavens. As consumers we are able to see that although this commercial is deceiving, it is humorous and does a good job at keeping the attention of the viewer. 

http://www.youtube.com/watch?v=9EKLR894oMs

Thus, as consumers we are well aware of the misleading messages in advertisements. Whether it is done for comedy purposes or if its done to particularly manipulate the consumer it is important to always do research on a product you are purchasing. 

References

Hirsh , J. (2013, September 13). California new car dealers claim tesla violates advertising laws. Los Angeles Times. Retrieved from http://www.latimes.com/business/autos/la-fi-hy-california-dealers-claim-tesla-violations-20130916,0,3708769.story

 

 

Apple Lives On *UPDATED

On September 10, 2013 Apple will host its highly anticipated annual release event in Cupertino, California. Here they will introduce new products into the market. This years speculations are that two new iPhones will be introduced. The first being the iPhone 5C which according to leaked images and rumors will be offered in a variety of colors as well as be built with plastic materials which will lower the price. The second iPhone, which is expected to be called the iPhone 5S, will feature a faster processor, better camera, and fingerprint sensor for the home button. The iPhone 5S is also rumored to be available in a gold color. Third rumor for the apple event is the release of a possible new Apple TV. The much-anticipated iOS7 is also expected to finally make its appearance to the public.  

With all this new technology expected to be released, Apple has done its usual secretive yet suggestive advertising, which spawns the many rumors behind the event. Apple events are always some of the most highly anticipated and covered technological events. This means Apple receives a lot of advertising whether it is intentional or not. For example, many technology websites have been continually writing about the possible releases which in turn sends users to the Apple website to research more. Thus, the coverage Apple receives whether it is negative or positive generates a steady stream of talk and advertisement for the company.

One of the more creative ways Apple has advertised their event on September 10^th is by releasing an image of the Apple logo in front of what appears to be bubbles in all sorts of colors, with the caption reading “This should brighten everyone’s day.” Simple yet elegant advertisements like these rile up Apple fanatics because it implies that something is to be released that will surely satisfy those waiting.  Yet, because the advertisement does not have any specifics as to what exactly will brighten up consumer’s days, Apple consumers become more eager to purchase or at least watch the event. 

In the past, Apple ads have always included simple, sentimental teasers that give the illusion that the product is a one of a kind that cannot be competed with. Even though Apple ads tend to be simple, they are all meant to sell the consumer a product.  Colors, music, captions, and logos all play a part in attracting the consumer into paying closer attention to the ad and falling in “love” with the product. For example, a recent T.V. ad for apple shows a variety of different people of all ages and ethnicities, doing everyday things all while a simple tune is played in the background and ending with the narrator of the commercial stating that the “signature” of Apple is everything. Ads like these tend to hit an emotional side for the consumer; the commercials goal is to relate to the consumer in every way. In this commercial, it almost feels as though everyone with an Apple product is a family, everyone is connected in some sort of way. With Ads like these, Apple has created a loyal fan base that remains true to their preferred company.

http://youtu.be/Zr1s_B0zqX0

 

 

References

Stern, J. (03, September 13). iphone 5s and 5c? apple event scheduled for sept. 10. Retrieved from http://abcnews.go.com/Technology/apple-iphone-5s-5c-event-set-september-10/story?id=20140770

 

Guglielmo, C. (03, September 13). Apple to host special event sept. 10 with invite hinting at colorful new iphones. Retrieved from http://www.forbes.com/sites/connieguglielmo/2013/09/03/apple-to-host-special-event-sept-10-with-invite-hinting-at-colorful-new-iphones/

 

 

Apple Lives On

On September 10, 2013 Apple will host its highly anticipated annual release event in Cupertino, California. Here they will introducenew products into the market. This years speculations are that two new iPhones will be introduced. The first being the iPhone 5C which according to leaked images and rumors will be offered in a variety of colors as well as be built with plastic materials which will lower the price. The second iPhone is expected to be called the iPhone 5S, will feature a faster processor, better camera, and fingerprint sensor for the home button. The iPhone 5S is also rumored to be available in a gold color. Third rumor for the apple event is the release of a possible new Apple TV. The much-anticipated iOS7 is also expected to finally make its appearance to the public. 

     With all this new technology to be released, Apple has done its usual secretive yet suggestive advertising, which spawns the many rumors behind the event. Apple events are always some of the most highly anticipated and covered technological events. This means Apple receives a lot of advertising whether it is intentional or not. For example, many technology websites have been continually writing about the possible releases which in turn sends users to the Apple website to research more. Thus, the coverage Apple receives whether it is negative or positive generates a steady stream of talk and advertisement for the company.

      One of the more creative ways Apple has advertised their event on September 10^th is by releasing an image of the Apple logo in front of what appears to be bubbles in all sorts of colors, with the caption reading “This should brighten everyone’s day.” Simple yet elegant advertisements like these rile up Apple fanatics because it implies that something is to be released that will surely satisfy those waiting.  Yet, because the advertisement does not have any specifics as to what exactly will brighten up consumer’s days, Apple consumers become more eager to purchase or at least watch the event. 

      In the past, Apple ads have always included simple, sentimental teasers that give the illusion that the product is a one of a kind that cannot be competed with. Even though Apple ads tend to be simple, they are all meant to sell the consumer a product.  Colors, music, captions, and logos all play a part in attracting the consumer into paying closer attention to the ad and falling in “love” with the product. For example, a recent T.V. ad for apple shows a variety of different people of all ages and ethnicities, doing everyday things all while a simple tune is played in the background and ending with the narrator of the commercial stating that the “signature” of Apple is everything. Ads like these tend to hit an emotional side for the consumer; the commercials goal is to relate to the consumer in everyway. In this commercial, it almost feels as though everyone with an Apple product is a family, everyone is connected in some sort of way. With Ads like these, Apple has created a loyal fan base that remains true to their preferred company.

http://youtu.be/Zr1s_B0zqX0

References

Stern, J. (03, September 13). iphone 5s and 5c? apple event scheduled for sept. 10. Retrieved from http://abcnews.go.com/Technology/apple-iphone-5s-5c-event-set-september-10/story?id=20140770

 

Guglielmo, C. (03, September 13). Apple to host special event sept. 10 with invite hinting at colorful new iphones. Retrieved from http://www.forbes.com/sites/connieguglielmo/2013/09/03/apple-to-host-special-event-sept-10-with-invite-hinting-at-colorful-new-iphones/

How Nike Fuels their Advertising Campaigns

Nike, one of the leading athletic companies in the world, uses a variety of advertising campaigns to target their markets. One of which, the Nike + FuelBand campaign, is an effective and dynamic way that Nike has utilized digital advertising. Nike FuelBand is a ‘band’ or bracelet that counts your daily activities, such as calories burned, your general movement, and your daily fuel score (Nike.com). According to the Nike FuelBand Twitter, “Not only is the FuelBand a fun way to keep you active, but you can compete, collaborate, and compare your activity with each other.”

Nike kicked off this campaign through the use of the commercial Intensity #COUNTS. This ad aired on television and can also be viewed on YouTube. This ad shows how both athletes and athletic individuals can benefit from the Nike FuelBand. In the commercial, Nike utilizes storytelling. The persuasive message that everyone should purchase a Nike FuelBand is emphasized through the use of digital advertising and the incorporation of social media. 

Social media has become a powerful presence in the world of consumers. Nike targets this market by including a hashtag, #COUNTS in the advertisement. Nike also reinforces the FuelBand campaign by increasing brand exposure through Twitter, Facebook, and Vine. A specific Twitter account was created for Nike Fuel band and the hashtag #NikeFuel generates thousands of Tweets and Vine videos. This not only increases brand exposure but expands on the ‘place’ of the advertisement by reaching a broader audience. The integration of social media is a tactful idea from Nike as it is cost effective and allows the FuelBand to have increased brand presence. 

FuelBand’s digital media campaign is very integrated as it utilizes a number of platforms to advertise; furthermore, the FuelBand itself can be synced with an application available for iPads, iPhones, and iPods (Nike.com). Through this app, consumers can share their fuel scores with friends via social media websites. This gives the brand Nike further exposure and generates a source of word of mouth advertisement. This positively influences Nike’s brand identity and reinforces the positivity of the FuelBand. 

With less and less people watching Television, it is crucial for companies such as Nike to reach their audiences through a variety of platforms. In my opinion, Nike’s Intensity #COUNTS campaign is successful. This digital advertising campaign is highly effective as it uses multiple channels of communication to reinforce the FuelBand. Nike capitalizes on social media by integrating the advertisements, while also allowing FuelBand users to share their fuel scores through the exact platforms. The commercial itself evokes excitement in the audience while encouraging consumers to be motivated, be active, and purchase a FuelBand. FuelBands are for sale in local Nike stores as well as online and retail for $149 (Nike.com). 

 

 

 

 

References

“Intensity #COUNTS.” YouTube. Nike Basketball, n.d. Web. 3 Sept. 2013. 

<https://www.youtube.com/watch?v=QAwQ8MIDVs>.

 

 “Nike Fuel.” Life is a Sport. Make it count. N.p., n.d. Web. 9 Mar. 2013

<https://twitter.com/NikeFuel>.. 

“NIKE, Inc.” NIKE, Inc.— Inspiration and Innovation for Every Athlete in the World.. 

N.p., n.d. Web. 3 Sept. 2013. <http://nike.com/fuelband>.

“Nikefuel videos from Vine – Seenive.” Vine Web Viewer – Seenive. N.p., n.d. Web. 4 Sept. 2013. 

 

<http://seenive.com/tag/nikefuel>.

Social Media & Advertising

Social media websites, such as Facebook, Twitter, and YouTube, have been around for the latter part of the last decade, primarily. These websites allow people to sign up as users and connect with friends and family. People share intimate information regarding the daily activities of their lives on these sites. They also share links to books they like, articles they read, music they listen to, political and religious viewpoints they agree with, and products they love and hate. Businesses have realized that there is a social power that can be harnessed in these sites and utilized in a way to get the site users to interact with brands and promote their message/product.

Forbes.com recently published an article, How to Triple Your Success Using Social Media Advertising Platforms by Neal Rodriguez, which illustrates how companies are utilizing Facebook’s ad program to boost sales by targeting their key psychographic areas. The article specifically studies a company called Tektronix who hired an advertising agency called aimClear to help with increasing traffic on their website. Rodriguez notes that:

“Tektronix also used Facebook ads to increase the traffic to its blog content pages. As expected, its traffic level to its blog significantly improved to 3,747 visits referred from Facebook in the most recent month while using Facebook ads; from 64 visits that it welcomed from its Facebook unpaid posts in the month prior to using Facebook ads. The conversion rate generated from unpaid Facebook traffic welcomed by its content pages was 1.8 percent in the month prior to using Facebook ads. The conversion rate increased to 5.9 percent in the most recent month while using Facebook ads.”

The founder of aimClear, Marty Weintraub, breaks down his process of utilizing Facebook into three steps, as illustrated in Rodriguez’ article:

1) Ensure that your content is appropriately packaged using the Facebook Open Graph

2) Develop your content with the objective of helping people as much as possible

3) Targeting Facebook users based on various interests including but not limited to media consumption habits, professional roles, cultural preferences and more

Rodriguez also says that when you are using social media to advertise, the focus needs to be on collecting contact information and getting people to subscribe to or like your page or get on an email list. He says the reason for this is because “with an engaged following, you create an endless line of opportunities to recoup your investment in the advertising every time you publish new content. Moreover, now that everybody’s a “journalist,” with the immediate ability to tweet, post on Facebook, or launch an online publication with WordPress or other type of open source content management system, when something is worth citing, you’ll have an active user base of publishers that are likely to link to your content.”

Using social media to advertise is more about telling a story about your brand and getting people to subscribe to your brand and less about getting immediate sales. If you build your story and get people engaged with your brand, you build awareness about your brand, which will lead to word of mouth advertising and then funnel into more sales from an informed and loyal customer base.

Source: http://www.forbes.com/sites/groupthink/2013/05/01/how-to-triple-your-success-using-social-media-advertising-platforms/