Monthly Archives: April 2015

Viral Videos for April 2015


Every week Advertising Age, in conjunction with company Visible Measures, publishes a list of the week’s top performing videos. At the top of the chart is Adidas with its “Take It” campaign, followed by Dove with the latest video in its “Real Beauty” campaign. The weekly chart highlights viral video ads that appear on online video sites. Each ad measures viewership of brand-syndicated video clips as well as social video placements that are driven by viewers around the world. True Reach™ quantifies the total audience that has been exposed to a viral video campaign. There are three key factors for viral video success:

  1. Reaching the tastemakers.
  2. Building a community of participation.
  3. Creating unexpectedness in the video.

Regardless of the type of product or service, the country of origin, or the importance of the message, what matters is reaching the audience in a way the both entertains and informs.

Check out this week’s top videos and discuss what makes them “go viral.”

Group Activities and Discussion Questions:

  1. Bring up Ad Age’s weekly Viral Video chart:
  2. Have students examine how the ads are measured by Visible Measures.
  3. Divide students into teams. Have each team select an ad on the top video chart and analyze the ad.
  4. What is unusual?
  5. Who will it interest?
  6. What is the key message?
  7. How effective is the ad at getting the company’s brand and message across to viewers?
  8. In teams, have students design a viral video for a product of their choosing. What are the elements that are needed to go viral?

Source: Advertising Age, Visible Measures – weekly update


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Keurig Announces Recyclable Pods


Last month we wrote about the mounting problem of non-recyclable coffee pods from companies such as Keurig. Estimates are that one in three U.S. households now has a coffee maker that uses pods, and that enough pod trash has been generated to circle the globe more than 10 times.

This week, Keurig announced a new, recyclable, travel mug-sized coffee pod for its Keurig 2.0 system. The new K-Mug pods are made from a different plastic that, unlike the smaller pods, can be recycled – albeit not until it is separated from the lid and filter. The company admitted that its primary focus with the new product was not sustainability though; it was to deliver more brewing options and larger cups to customers. Keurig has reiterated its goal of making all its pods of recyclable plastic by 2020. How much trash will be circling the earth by then?

Group Activities and Discussion Questions:

  1. Discuss the difference between legal issues and ethical issues. Is what Keurig selling legal, or ethical?
  2. Poll students: How many have a Keurig or other pod-type of coffee maker? How do they dispose of the waste?
  3. View Keurig’s Web site:
  4. Discuss ethical considerations for non-sustainable packaging.
  5. Have students discuss options that Keurig (and other coffee pod companies) could implement with regards to social responsibility.


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Caterpillar Powers Lantern Festival


Marketing to businesses presents a different challenge than does marketing to consumers. Sure, the process and components are nearly the same, but because the size and length of purchases differ, so too do the campaigns and messages needed to promote sales of expensive equipment to businesses. Case in point: How does Caterpillar show the value of its heavy equipment to companies and communities?

In a new campaign from the company, Caterpillar vividly shows the power of a 252,000-watt generator when it is used to provide power to a remote Chinese village. In the short video titled “Lantern Festival,” the isolated community of Yuhu Village in China faced challenges in its annual celebration of Lantern Festival, a 2,000 year old tradition symbolizing prosperity and good fortune. While the town does have electricity enough to power homes, outside electricity is at a premium. Working with the Yuhu villagers, Caterpillar delivered its generator at 7,900 foot Jade Dragon Snow Mountain. When the power is finally switched on, the village lights up with happiness.

Group Activities and Discussion Questions:

  1. Discuss the differences in business-to-business marketing versus marketing to consumers.
  2. Show the Caterpillar video:
  3. The behind the scenes video:
  4. Discuss the key messages and purpose of the video in Caterpillar’s marketing programs.
  5. Divide students into teams. Have each team select a product that is sold to businesses and develop a marketing campaign that highlights the company/product abilities in a unique way.

Source: Caterpillar

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