Tag Archives: promotion

Wienermobiles Drive Across America!

Have you ever seen the Wienermobile in person? It’s like seeing a famous celebrity – everyone stops and looks, takes a selfie, and smiles at the giant hot dog mobile. It’s a great rolling billboard that gets attention and promotes products.

The Wienermobile first began 80 years ago during the Depression as a way to promote product and make people smile. It’s gone through a number of style changes, but continues today with six vehicles and 12 official “Hotdoggers” who drive it and pass out dogs and smiles around the country. (More than 1,000 people applied last year for the 12 Hotdogger spots!)

This summer, the Wienermobiles are touring the country to spread the word about the reformulated hot dogs, now without any added nitrates, nitrites, artificial preservatives, or by-products. In addition to updating the products, Oscar Mayer is also using social media to engage consumers and help determine locations for the tour. Already visited was Whittier, Alaska, population 220, accessible via a 2.5 mile tunnel and icy roads

No word on the miles per gallon though (or does it run on mustard?).

Group Activities and Discussion Questions:

  1. Discuss the stages in the product life cycle. What are the marketing objectives in each stage?
  2. Divide students into teams. Have each team draw a product life cycle and place various products and services into each stage.
  3. Discuss hot dogs and where they are in the product life cycle.
  4. Show the Wienermobile Web site: http://www.oscarmayer.com/wienermobile
  5. Show a video of the Wienermobile in Alaska: https://youtu.be/3e_1Z_oxt5g
  6. Now, have students brainstorm on how to reposition or revise products/services to that they can move into an earlier stage of the life cycle.

Source:  Advertising Age

 

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Viral Videos for May 2017

This week’s viral video is a great mix of ideas, with several longer videos in the top spots. Hyundai’s short adventure film features its cars on an icy trip in “Shackleton’s Return.” Heineken also retains a top spot for its short film, “Worlds Apart.” The film pairs strangers (who happen to have opposite viewpoints) working together to build a bar, then finding out who they have really been talking to. It’s time to be open-minded, listen, and talk about differences.

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. It might be YouTube, and more often now, it’s on Facebook and other social media. Check out this week’s top videos and discuss what makes them “go viral.”

Group Activities and Discussion Questions:

  1. Bring up a recent Ad Age’s weekly Viral Video chart: http://adage.com/article/the-viral-video-chart/viral-video-chart-5-1-17/308885/
  2. How effective is each video at getting the company’s brand and message across to viewers?
  3. 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

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Celebrity and Brand Pairings

A great marketing tactic is to use celebrities to endorse brands or products. Celebrities have a broad reach and can give a face and meaning to a brand. Some recent examples include Jennifer Aniston for EyeLove and Smart Water, Tim McGraw promoting America’s Diabetes Challenge, and Lady Gaga for Tiffany.

Pairing a celebrity with a brand or campaign can be very tricky. It starts with a thorough understanding of the target customer. Marketers need to consider the target customer’s age, gender, lifestyle, behavior, occupation, and more. Then, a celebrity spokesperson has to be chosen, and available, to match with the customer and brand.

The celebrity has to be a person who the target market will identify with, and have personal credibility for representing the brand. In essence, the celebrity becomes the ‘source’ of information about the company. And, any celebrity missteps can be disastrous to a brand. (Remember Lance Armstrong, Tiger Woods, and Jerod the Subway guy?)

Who do you find credible?

Group Activities and Discussion Questions:

  1. Discuss the importance that celebrities play in brand endorsements.
  2. Have students list all of the celebrities-brands links they can remember.
  3. Show a few videos of celebrity spokespeople:

Jennifer Aniston: https://youtu.be/Tv4u6aI0aaE

Adam Levine: https://youtu.be/xj7hJipn9K0

Tim McGraw: https://youtu.be/3CupTlT0AXk

  1. What makes these pairings successful?
  2. Divide students into team. Have each team select a product or brand and then find a celebrity who could successfully endorse the brand.
  3. Debrief: Poll students about their opinions about the suggested pairings. Why were the celebrities selected?

Source:  Brandchannel.com, Ad Age Daily

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