Social Media Assignment

Avron Fernandes

JAGUAR – IT’S GOOD TO BE BAD

Analyzing a Multi-Platform Campaign

Campaign Summary

• Jaguar has a reputation as an exciting brand that is the epitome of ‘cool’

• This campaign seeks to revive that reputation with the new F-Type

• It plays to a deep desire in us to break the rules and be ‘bad’ like the rebel attitude of the British villain who also exemplifies cunning, sophistication, and precision

• The campaign utilized prominent British actors known for playing villains to profile what a Jaguar driver looks and acts like

• Campaign used print ad placements, digital projections on buildings, commercials on TV and YouTube, and most major social networks (notably twitter: #GoodToBeBad)

Pros & Cons

• Their reactions to being hit by other brands were received very well

• The campaign was actively reacting to every opportunity to take a shot at other brands

• Ad-space and promotions were bought and utilized with precision

• The campaign was estimated to cost $25 million

• Received criticism for promoting mischief, reckless driving, and racial stereotypes

• Risked hitting back at every brand that tried to hit them. Could have put the campaign at risk

Campaign Recommendations

• While the campaign was received well, there was a slight disconnect with the focus on British villains being better than others, especially since it played at the Super Bowl

• There could have been a connect with an American villain like Bryan Cranston (Breaking Bad) to establish a better rapport in the American market

WHATSAPP – MICRO SOCIAL

Reviewing a Social Platform/App

WhatsApp Review

While many see WhatsApp as just a texting or chatting tool, it’s potential for marketing is enormous. Billions of messages are shared on the platform all over the world daily. It offers a more intimate setting to communicate which also means that customers are likely less guarded when using the app than they are on platforms like Facebook and Twitter.

A brand can send out a mass message to millions of subscribers (with consent from the company) similarly to e-mail. While e-mail marketing has declined though and people skip over marketing emails, platforms like WhatsApp are still rarely utilized.

Recently, a film ‘Happy New Year’ decided to try marketing on WhatsApp by releasing exclusive trailers and updates to people who subscribed by texting the company their number. This shows that WhatsApp can also be used to gather information easily using cheap but effective incentives.

Mobile marketing has been around for a while, but struggle with the hurdle of text messaging costs. The use of WhatsApp and apps like it removes that cost risk for the customer and provides a much more cost effective way to conduct mobile marketing.

As if this wasn’t enough, WhatsApp’s capability to share pictures and video along with the usual text, and it’s foray into group messaging make it a contender for one of the most influential marketing platforms of this decade.

HALLS & MCDONALD’S SINGAPORE

Research 2 Creative Content Samples

Halls

This post from Halls offered fans a fun escape from their day.

Its bright colors caught my attention almost immediately sparked my interest.

The team at halls challenged everyone to the game and faithfully played each fan who responded in the comments.

It shows that the brand is youthful, fun and light, and also creates good memories for the fan which build strong associations with the brand.

It is hard to remember content, but it’s easy to remember and experience like this.

McDonald’s Singapore

McDonald’s has faced a lot of opposition due to health concerns about it’s food. Singapore, with it’s food centric culture poses a difficult prize for the company to not only promote healthy eating but exciting food that will appeal to locals.

This post appeals to a problem many foodies face with a hilarious approach.

It explains the point the company is trying to get across with only a simple picture utilizing it’s products.

OLD SPICE

Insights on Social Media Innovation Case Study

Old Spice - Video Responses

Old Spice rocked the world with this campaign. After many years being perceived as an old brand, something your grandfather used, definitely not for young people…they completely changed their market.

The innovation in this campaign was a surprisingly un-stealthy approach. Dan Wiedenof W+K mentioned in an interview that video responses weren’t a part of the initial plan for this campaign. They just made a comedic TVC which they thought would be funny.

The response to the TVC was a spark in interest over the mysterious ‘man your man could smell like’. Instead of sitting down to plan a next move. W+K decided to fly by the seat of their pants and do live video responses to questions posed by users through comments and tweets.

An unorthodox approach and spontaneity was the innovation that led to the virality of this campaign which still has not been replicated today.

• http://www.slideshare.net/SMCSeattle/innovative-socmedia-final091610

31 REASONS TO…

Content Strategy for Baskin Robbins

31 Reasons To…

• We won’t just give users one or two reasons to converse with our brand….we’ll give them 31.

• Any topic, any target group, one reason a day, a different topical reason everyday. Eg. 31 Reasons to Dance Randomly, 31 Reasons to Bunk Work Today, etc.

Adventures of Baskin & Robbin

• We all know and love Batman & Robin…but here are two unlikely heroes of our own on a mission to make the world smile.

• We will frame it in a comic style with one frame per post, 3-5 posts a week. We will cover one adventure each week.

• The comic will appeal to kids who will be the drivers by nagging their parents for BR.

• This can also serve as an opportunity for merchandising and branding in the future.

THANK YOU