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Super Bowl: Brands Use Social And React To Power Outage

February 4, 2013

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Tide was the first to react when the power went out.

Tide was the first to react when the power went out.

Brand Engagers are discovering that many of us watching the Super Bowl and other major events on our big screen TV’s at home are also surfing online using our iPads and digital devices. The “double screen” as it’s known has penetrated our media consumption habits. There were 24 million tweets on Twitter during the Super Bowl!

It was a great game, one for the history books. The Baltimore Ravens edged out a 34-31 win over the San Francisco 49ers to win the 2013 Super Bowl. Right at the beginning of the 3rd quarter there was a power outage. For 35 minutes Sunday, the Super Bowl ground to a halt.

What left me impressed was how quickly Social Media reacted to the blackout as marketing teams were empowered to act! Tide was the first to react posting the image above on Twitter. The Oreo team posted the image below on twitter shortly after. It was retweeted about 11,000 times during the game!

The Oreo team posted this on twitter shortly after.

The Oreo team posted this on twitter shortly after.

The clever adds were also posted on their company Facebook pages receiving many comments from fans. I’d like to share with you 10 replies from Tide’s timely Facebook post:

  1. Impressed! Very clever and so timely. Well done

  2. wow!! how did you know??

  3. Impressively quick- tide marketing on the ball

  4. Whoever came out with that idea should get a promotion or at least a raise. I am very serious as a businessman I can tell you that is good on the fly thinking at a management level. Great marketing, thumbs up, get your promotion!

  5. AWESOME…made me laugh!

  6. Awesome response and timing! Only the best marketing from the best company!!

  7. good response for the blackout.

  8. excellent working in the superbowl! Did Tide cause the lights to go out???

  9. Hilarious! Somebody was really “working it!”

  10. Best Ad Of The Night!

Source: Twitter, Facebook | John Zeus

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Keeping Up With The Millennials

February 3, 2013

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Advertising: Studies shows 13 to 32 year olds are less responsive to TV ads

Here are some new findings by comScore about how to advertise to Generation Y.

Generation Y, or the Millennials are easily distracted by the myriad of things vying for their attention. Advertisements don’t make much of an impression on them. “It’s just too darn easy for them to get distracted”, notes ComScore.

Keeping up with Millennials can be difficult especially if you are trying to sell them a product. You can find yourself complaining about “kids these days,” or you scratch your head at the music you hear blasting the earbuds of the young person in front of you in line at Starbucks.

Millennials are the generation born in the 80s or 90s, or anyone between the ages of 13 to 32 years old. Millennials are younger than Generation Xers, which were born between 1965 and 1980.  This generation is also called “Echo Boomers,” as they’re typically children of Baby Boomers.

According to ComScore, Millennials’ defining characteristics are comfort with new technology and cultural diversity, being accustomed to on-demand access to entertainment, continual stimulation and extreme multitasking. It’s important to note that most Millennials have grown up with computers in the home and in the classroom, not knowing life without a cell phone.

Not surprisingly, the research found that Millennials are less susceptible to television advertising.

Millennials have also been found to have higher inclination than other generations to actually retain impressions from TV advertising. So it seems its hard to impress Gen Y-ers, but once they are impressed, they’re loyal.

Overall they show themselves to be generally less interested and more difficult to connect with. Millennials also harder to impress, convince and entertain. Research shows that digital advertising performs better with Millennials than TV. They’re more price-conscious because they are less accustomed to disposable income.

There  some encouraging results…

In the above figure, we can see that while the somewhat reduced attention span of Millennials makes for decreased immediate information recall, they have a higher delayed recall than other demographics.

Like other age demographics, Millennials were found to be affected by creativity in advertising. They’re also engaged in content they have decided they’re interested in, both in television and digital mediums. “Engagement” is an important aspect in advertising!

So for advertisers set with the task of actually manufacturing this “engagement,” go creative. If you happen to tap into something that catches Millennials’ attention, you’re likely to have very loyal customers.
🙂

Adapted by: John Zeus, Source: comScore, Image Credit: comScore

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European Shopping Bags

May 16, 2012

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Source: Images are from BOREDPANDA.COM

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