Tag Archives: promotion

Amazon’s Treasure Truck

truck

Amazon continues to move beyond its digital roots and into the physical world. This time, it’s the “Treasure Truck” – a delivery vehicle for daily deals that drives around  neighborhoods in Seattle. Amazon compares the Treasure Truck to the neighborhood ice cream truck, brining joy, fun, laughter, and deals to different neighborhoods. The truck – nicknamed Scout – is bedazzled with lights, signs, display cases, and music.

How does it work? First, you have to be located in Seattle as that is the only location currently in operation. Then, using the Amazon mobile app installed on your smartphone, you can see the products and deals on the truck, as well as get alerts about deals and locations. Next, buy the item using the app, and then drive to the listed pickup location. At the pickup location, Amazon employees are stationed in white tents next to the truck and they quickly deliver the order to you.

The deals are limited in quantity so buyers have to act fast!

Group Activities and Discussion Questions:

  1. Poll students: What types of businesses are they used to seeing operating out of trucks?
  2. Bring up the Amazon Treasure Truck Web site: https://www.amazon.com/treasuretruck
  3. Show the video on the home page.
  4. This example can be used in multiple ways to determine marketing strategies, set SMART objectives, and more.
  5. Discuss setting SMART objectives (specific, measureable, achievable, realistic, and time-bound).
  6. Divide students into teams. Have each team develop five SMART objectives for the Treasure Truck.
  7. Discuss the objectives. How would the objectives change if a different strategy was used?

Source:  GeekWire, CNET, New York Times

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Viral Videos – Super Bowl 2017

viral

This is the week marketers wait for all year – Super Bowl! While the week’s top performing viral videos remained Youtube’s “Rewind” video, the rest of the top 10 were aired at the Super Bowl and included Hyundai’s “A Better Super Bowl” tribute to U.S. forces, a racy Shades of Grey type of video from T-Mobile, and Mr. Clean “The Cleaner of Your Dreams,” Airbnb video on acceptance, and Kia’s “Smarter Way” staring Melissa McCarthy, plus many more.

The 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. Visible Measure’s 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 the top Super Bowl videos and discuss what makes them “go viral.”

Group Activities and Discussion Questions:

  1. Bring up Ad Age’s weekly Viral Video chart: http://adage.com/article/the-viral-video-chart/viral-video-chart-02-13-17/307973/
  2. Divide students into teams. Have each team select an ad on the top video chart and analyze the ad.
  3. What is unusual?
  4. Who will it interest?
  5. What is the key message?
  6. How effective is the ad at getting the company’s brand and message across to viewers?
  7. In teams, have students design a viral video for a product of their choosing. What are the elements that are needed to go viral?h

Source:  Advertising Age

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Super Bowl 2017 Advertising

superbowl

With hundreds of millions of viewers worldwide, the Super Bowl has become one of the premier venues for marketers. The thrills, the chills, the laughter, the tears – and that’s just the advertisements! At a cost of $5 million for 30 seconds of air time, the Super Bowl is also the most expensive advertising placement of any event or show. Add the costs of designing and producing ads, plus the integration into other marketing tactics, and a company can easily spend upwards of $6 million at a single event.

Love them or hate them, Super Bowl advertisements have become a talking point during and after the game. It’s a big stage, and can also be a big risk. With an audience of 111.3 million viewers, the 51st Super Bowl is now ranked as the third most watched TV program in U.S. history. And, days later, we are still watching ads and measuring results.

Watch the ads – which company do you think did the best, and worst, job on their advertisements?

Group Activities and Discussion Questions:

  1. Bring up one of the Web sites that have all the Super Bowl ads: http://adage.com/article/special-report-super-bowl/ads-super-bowl-li-a-z/307736/#Gentlemen
  2. Divide students into teams. Have each team select a Super Bowl ad to analyze and present in class.
  3. What is the target market, key message, and offer from the ad?
  4. How does the ad integrate with a company’s other advertisements?
  5. Are the messages integrated with a company’s Web site and social media?
  6. As a class, after each commercial have students assign one to five stars for the advertisements. Which advertisement won the class vote?

Source:  Ad Age Daily, Brandchannel.com, USA Today, other news sources

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