How many advertisements do you think that you have seen today?
With so much clutter going on, an advertiser has to wonder how they will engage their target effectively. Luckily, there are quite a few methods that will really resonate with your consumers. Here are a few of my favorites:
Webisodes
A 'webisode' may be defined as an extremely short internet television show. Each webisode may run anywhere from 2-15 minutes in length (O'Neill, 2010) and is usually a part of a larger series. The webisodes are typically sponsored by a specific advertiser, who tends to have a :30 and :60 spot play at the beginning or end of the segment. These tend to be a quite popular way to drive viewers to the Web site of a popular television show and keep them interested, long after their television sets have been turned off.
Examples of television shows using webisodes: The Office, Heroes, and Monk.
Twitter
The emergence of social networking sites like Twitter have allowed companies to reach out and really connect with their consumers. Companies such as Home Depot, Bank of America and Rubbermaid have devoted entire teams of people to listen to consumers' questions, concerns and suggestions. You no longer have to call an "800" number and sit through an automated recording before you can talk to a "real" person. All you have to do is log on to Twitter, search the company you'd like to get in contact with and "tweet" them in 140 characters or less. Don't think it sounds easy? When I was upset about a recent happening at Wachovia, I quickly "tweeted" them, letting them know my thoughts on the issue. Within an hour, I was "reply tweeted" by a representative who sent me the direct phone number of someone who could help. Companies are now using Twitter for customer relationship management (CRM), to help solve their problems and keep up brand loyalty (Razorfish, 2009.) In my opinion, it's definitely working.
Sponsored Television
Sponsored television is certainly not a new concept. Since the advent of the television, companies have sponsored popular cult-classics such as I Love Lucy and Leave it to Beaver. Now, however, companies are not just sponsoring a hit show; they are nearly becoming a part of it. A recent example of this would be Unilever's season-long sponsorship of Mad Men. Unilever has created six ads, set in the 1960's which will run during the current season of Mad Men. According to an article in The New York Times, "The first Unilever brand in the spotlight is Dove, to be followed by Breyers, Hellman's, Klondike, Suave and Vaseline" (Elliot, 2010.) This is the first known instance of incorporating numerous product lines from the same marketer (Elliot, 2010.) By utilizing the look and feel of Mad Men, Unilever is able to connect with the show's viewers and bring relevance to their products.
So what's your take on all of this? Do you think the methods shown above are good ways to allow your consumer to engage with your brand? Feel free to drop me a comment.
~ E
Works Cited:
Abadilla, E. 2010, April 4. 'Advergaming' arrives: RP ripe for digital advertising. Retrieved from: http://www.mb.com.ph/articles/250977/advergaming-arrives-rp-ripe-digital-advertising
O'Neill, M. 2010, August 6. All About Webisodes and Brand Content. Retrieved from: http://www.campaignasia.com/Article/223825,all-about-webisodes-and-branded-content.aspx
Elliot, S. 2010, August 3. Commercials in 'Mad Men' Style, Created for the Series. The New York Times. Retrieved from: http://www.nytimes.com/2010/08/04/business/media/04adco.html
Razorfish. 2009. FEED: The Razorfish Digital Brand Experience Report 2009. Retrieved from: http://www.slideshare.net/razorfishmarketing/feed-the-razorfish-digital-brand-experience-report-2009
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