Wednesday, November 29, 2006

Credit Card Bike Rides

The financial institution Chase used a guerilla/outdoor marketing campaign that offered free bike rides to college students. The promotion encouraged the students to sign up for a Facebook group where they could register for Chases’ credit card loyalty program. The bicycles where branded (check out picture) and placed on 17 college campuses giving rides from 9AM to 3PM. According to Adrants in a four week period the promotion got 29,000 college students to sign up for the loyalty program.


I really like this promotion because how if connected with the college student target market. It first created a relationship by offering a service for free. Even if it is just a ride to class, students like any consumer appreciate the extra effort. Chase also connected with college students by using a Facebook group as the medium to encourage enrollment into the program. Anything is better than another direct mail credit card application but Facebook is the most effective way a marketer can connect and reach college students.

Saturday, November 18, 2006

‘Car and Driver’ and Word of Mouth

Car and Driver magazine has developed The First Drivers Club in order to measure word of mouth for advertisers. The online social network created by BuzzAgent, a word of mouth marketing agency allows members to preview products and give feedback to advertisers. Members that test the products submit reports describing product quality and the word of mouth generated by their peers. The club benefits advertisers because of the word of mouth generated about a product and the magazine receives editorial content for the magazine. I think this is will be an extremely successful network for Car and Driver because it is allows readers to interact with the brand through another medium. According to mediabuyerplanner.com Car and Driver’s paid circulation has been down like most magazines so it is important to be innovative to keep the advertiser's business.

Wednesday, November 15, 2006

Bodog Fights at Red Lights

The entertainment company Bodog is promoting its mixed martial arts pay per view event with a series of mini fights called Red Light Fights. The mini fights which start on November 19th take place in the back of trucks that will be driving around several cities in California and New York City. When the truck stops at a red light the fights will begin. According to Adrants Bodog’s Red Light Fights will even have Bodog Girls as the round card carriers.

I like the idea behind this promotion because it would definitely stay in my mind if I saw two people fighting in a ring set up in the back of a truck. It is an experience I could picture myself telling to friends. Bodog is also using the guerilla promotion with traditional media to increase awareness of the pay per view fight. I first heard about the event and BodogFight this past Saturday when I was watching college football.

The problem I have with the Red Light Fights is that the logistical step up. People might not understand what is happening when the truck stops at a red light for only a few seconds. The fighting in the ring does not portray an actual Bodog fight so people might not understand the brand or how it differs from other mixed martial art entertainment.

From Adrants

Wednesday, November 08, 2006

Here Wii Comes

With only 11 days until its release, Nintendo’s next generation gaming console Wii, continues to build a buzz from online news and bloggers. FutureLab even has a clip from a South Park episode that shows Cartman unable to contain his excitement for the new system. Wii has also contributed to the buzz with a clever promotion as the release date nears. Each day Nintendo updates the Wii website with new videos of people from different countries playing the system. The most interesting part about this is that the video is shot from the TV’s view point, so we never see what the game looks like, only the people’s interaction with the game. This is a good strategy because it is focusing on what separates Wii from the PS3 and the XBOX 360. Wii’s “nunchuck” motion sensing controllers provides gamers with a higher involvement level compared to the other systems which have mostly focused on increasing graphics. Another way the video posting separates Wii is that it allows the company to show how the product itself is exciting. The advertisements that promote most new consoles center on images of individual games, instead of the system itself.

Tuesday, November 07, 2006

Soundbombs

Soundbombs are a new interactive concept that can project a prerecorded sound when motion is detected. The idea invented by Fleix Beck, steams from noisy alarm “streetart” that has now been refined for more versatile use. Soundbombs create the opportunity to enhance current media by providing more options for guerilla marketing, as well as provide another dimension to billboards. Influential Interactive Marketing envisions Soundbombs being used by charities when collecting street donations. A message would play for pedestrians that walked by a Soundbomb, enticing them to make a donation. I can see how this technology could be very useful in any outdoor marketing because its ability to attract attention and further articulate a message.
What has added to the buzz about Soundbombs is the unique distribution method. A person that wants the product must apply by giving an offer and a reason to use it. This keeps the integrity of Soundbombs intact because the product will only be used for effective and engaging purposes. According to Wired Magazine referenced in Influential Interactive Marketing their have already been 2,500 requests for the product.

Saturday, November 04, 2006

Software from the skies

To promote its new Office Accounting Software Microsoft aerial dropped the product over the town of Willow Springs, IL. Video on YouTube shows the CD coming down from the sky on a mini parachute. The promotion was obviously intended to create some buzz through the media and on internet video sites but some of the comments showed mixed feelings about the event. This YouTube video appears to be a candid moment when some people are messing around and then the software drops from the sky. One person thought the video was completely fabricated and a pathetic way to generate more buzz about the event, while others thought it was “cool”. I agree with the comment that was confused about the choice of the promotion’s location. If I were to parachuting accounting software into an area, I would look for a business district or a city as opposed to a small town.

From Adrants

Thursday, November 02, 2006

Paying for Blog Buzz

Everyone knows that word of mouth or buzz marketing is one of the most effective tools to create awareness for a brand, and that the internet has only facilitated this process because the medium allows people to communicate more. The ethical problem with buzz marketing on the internet is that advertisers are going into chat rooms, and message boards acting as an unbiased person and promoting there brands. Even worse is if they spread negative buzz about there competitors. This is unethical because the people on the other end of the conversation do not know they are talking to an advertiser.

Instead of impersonating an unbiased third party advertisers are now paying bloggers to promote products in there blogs. The business is run by the company PayPerPost which allows bloggers to setup an account and choose from a list of opportunities provided by the advertiser. Each opportunity is requires a different way of promoting the company, such as product reviews, pictures, or links back to there website. Bloggers make on average $8 dollars a post but there is no limit to the amount opportunities that can be taken by one blogger. PayPerPost does encourage its bloggers to disclose that the information in there blog is promotional by offering $10 to adopt a disclosure policy. The policy is a blue shield that states, "This blog is a sponsored blog created or supported by a company, organization or group of organizations." Ethically it makes sense to disclose the content of the blog, but it also defeats the main purpose of word of mouth. When someone reads the blog they are going to see the statement and interpret the blog as an advertisement.

From Monday’s AdAge: Want to Build Up Blog Buzz?