Archive for the ‘YouTube’ Category

Cadbury’s – TV Programs….Online….Olympics!

Tuesday, June 14th, 2011

Cadbury Spots V Stripes - Marketing Communication Blog

The Cadbury’s brand have done it again…In order to push the Spots V Stripes product the brand have partnered with ITV and ITV2 programmes to be launched this autumn.  The shows will be based on the Minute to Win It program that was launched by NBC in the US last year and the format is in production in 30 countries.

Cadbury’s initial launch of the Spots v Stripes product was in support of its sponsorship of the London 2012 Olympics. According to a recent report from Marketing Week, the strategy was and is to encourage people to become involved in playing games. This branding is seen everywhere and has been a huge investment for Cadbury involving a substantial lead time running up to the Olympics.  Take a look at the launch advert from back in August 2010, almost two years prior to the Games, launching the Spots V Stripes idea with different competitive fish!

The wider gaming format of Minute to Win It will be rolled out at Cadbury Spots v Stripes events.  Hopefully the timing of the ITV game program will tie in nicely with the lead up to the Olympics and therefore give Cadbury the exposure it needs to ensure sales continue long after the events of 2012.   Cadbury currently have a strong association with the Olympics, on the website it is listed as a worldwide partner, alongside MacDonald’s and Coca Cola…ironic given the nature of the event!

Starbucks new branded YouTube channel

Friday, May 13th, 2011

Starbucks are among many brands that have created a branded YouTube channel this year.  The company launched it’s first ever TV advert as part of their brand launch as a worldwide instant coffee provider back in 2009, we have not seen many TV related campaigns since!  Starbucks have gone from doing hardly any TV advertising at all to dedicating resources to new media channels.

Starbucks are using this form of marketing communication not merely as a ‘dumping ground for adverts’, a recent report shows that there is a lot of additional content that includes exclusive material with musicians like Jakob Dylan, James Mercer of the Shins, and Broken Bells.  In thevideo, Mercer plays Broken Bells’ track “The High Road” to a focus group of British kids and in addition, there are commercials, information about where how Starbucks sources its coffee, and relevant interviews.

Interestingly, Amazon update their YouTube channel on more of an ad hoc basis and have very few followers in comparison.  Why is this?  Amazon is the largest online retailer FULLSTOP…perhaps the leadership team feel that as an ‘online monopoly’, Amazon does not need to dedicate resources to other forms of online activity in order to remain so.  Not just Amazon though, there are other brands that do not have a branded channel such as, Visa, Oracle and ExxonMobil.   Are these brands missing out on connecting with their fan base?

Chapter 1 of Marketing Communications: A Brand Narrative Approach discusses the different changes in the media paradigm and supports the idea of flexible viewing when companies are pushing advertising campaigns (page 15).  So why wouldn’t companies make the most of this time flexible form of viewing, to provide viewers with more information and have a much stronger impact?  Whereas, a live commercial, if you blink, you might miss it…!

ITV’s X Factor holds auditions on YouTube and Facebook….what next?

Tuesday, May 10th, 2011

Will the change to the audition process increase viewings for the show by attracting more people and encouraging more online engagement? –Marketing Week say YES…according to the recent report, auditions will take place initially on social media site, Facebook, and YouTube.   What about the traditionalists and the people who don’t actually know how to use these methods of communication…maybe this was deliberate?!

Britain’s Got Talent launched the same audition process back in March of this year, each contestant submitted a video on You Tube of their performance in the hope that they would be selected for a REAL audition! Apparently the show’s Hosts, Ant & Dec reported that this new method has uncovered some ‘hidden jewels’ in Britain.  You would think that this would reduce the time of the audition process, however this was not the case and this year’s auditions have in fact gone on for longer than ever before…!

Marketing Communications: A brand Narrative Approach describes the rationale behind using social networking sites like Facebook and the increasing number of businesses and consumers that are using new media as a form of communication, alongside traditional methods such as TV broadcasting (see Chapter 16 for more information).  It is interesting to see that even TV shows are using this.  Is new media really necessary for reality TV shows like X-Factor, or is it dragging out the show even more…?

Could the rationale behind this be to make it more difficult for certain potential entrants that may not be computer literate to enter the show, and to encourage more charismatic, maybe even slightly odd characters to audition for the show. Is this not a REALITY TV show?