Tag Archives: integrated marketing

Best Ads of 2013

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When designing marketing and advertising campaigns, we can all learn by examining the best campaigns and dissecting their elements.

What makes a great campaign? While there are multiple elements that go into it, a strong focus on the needs of the target market, graphical elements, and focused messages all contribute. View some of the lists of 2013 top advertising and determine for yourself what makes them leaders.

Group Activities and Discussion Questions:

  1. Discuss the different types of advertising that can be used for marketing products.
  2. Have students list the various approaches that can be used (i.e., funny, dramatic, etc.)
  3. View some of the ads on the following sites:
  4. http://adage.com/article/creativity-pick-of-the-day/counting-creativity-s-ads-2013/245860/?utm_source=daily_email&utm_medium=newsletter&utm_campaign=adage&ttl=1389236234
  5. http://www.acemetrix.com/spotlights/events/top-ten-holiday-ads-ytd/
  6. http://www.google.com/think/articles/youtube-leaderboard-2013.html
    1. Divide students into teams. Have each select a different ad and analyze the components.
    2. Debrief the exercise by putting together the elements on the white board.
    3. As a final step, have the class vote on their favorite ad.

Source:  Ad Age Daily, Brandchannel.com, Google

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Crash the Super Bowl 2014!

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The Super Bowl represents the largest advertising spending of the year for many companies. And for smart companies, the Super Bowl is an important component in a broader integrated marketing campaign. No company handles this integration better than Doritos, now with its eighth annual “Crash the Super Bowl” advertising contest. This year, the PepsiCo brand is taking an even bigger approach and is opening the contest outside of the U.S. and in all 46 countries where Doritos are sold. The company hopes that the global approach will increase the quality of submission, and of course the quantity of product sold.

The main elements of the program are similar to previous years: two user-submitted spots will air during the Super Bowl; one selected by fans and the second ad selected by the Doritos marketing team. The creators of the winning ads win cash prizes in addition to the chance to work on the movie set of “Marvels The Avengers: Age of Ultron.”

Doritos will again use a Facebook app as the hub of the contest, but will also expand across multiple social media sites, including YouTube and Twitter. The contest opens October 8 – get your team ready to submit!

Group Activities and Discussion Questions:

  1. View the contest launch video: https://doritoscrashthesuperbowl.thismoment.com/
  2. View last year’s ads: https://apps.facebook.com/crashthesuperbowl/
  3. Discuss in the class the importance of public relations and contests as part of a marketing campaign.
  4. How is Doritos executing this in the contest? What works? What should be changed?
  5. Divide students into teams. Have each team develop a creative approach for the contest.
  6. Give each team a week to develop a storyboard that meets the Doritos guidelines.
  7. And, if any student team actually submits an ad, consider giving the team a grade of “A!”

Source:  Ad Age Daily, Brandchannel.com, 9/12/13

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North Face – Never Stop Exploring

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North Face’s motto is “never stop exploring.” This seems to be true for the company not just in its sponsorship of adventurers, but also in its use of integrated marketing. To help position the company as a pioneering, outdoor brand in China, it developed a unique integrated campaign to bring outdoor adventure to the consumers’ doorstep.

By taking the image of an explorer planting a flag on a mountain-top, North Face took a more urban approach using mobile phones. Consumers used their mobile phones to “plant a flag” on any location they wanted to claim as their own. Each location could be claimed only once, and the person who claimed it got the right to name it. Scoring was tracked in real-time, and posted on a large electronic display board.

The campaign used traditional marketing in addition to mobile, and store promotions, field marketing, and live events in major cities. In only 18 days there were 651,000 flags planted all across China. The net result was an increase of 106% in dealer sales.

Group Activities and Discussion Questions:

 

  1. Play the North Face video: http://youtu.be/krxVxt4tt1o
  2. What were the various elements that made this an effective campaign?
  3. Could this campaign be replicated in other locations?
  4. What are the benefits? What are the risks?
  5. Divide students into teams. Have each team select a company and a new geography for the company to penetrate.
  6. Have teams design an integrated campaign that could be deployed in the new geography?

 

 

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