This campaign is unlike anything I have ever seen. I chose to deconstruct this campaign to show that companies are trying to do unorthodox things and are trying to be different. The campaign itself is essentially showcasing that Toyota Camry's have been on the road for 30 years and have effected people's lives in many ways. The greatest success in the campaign has been through the Youtube channel. I enjoyed the visuals of the website, but I did not like that there is really no introduction or explanation as to what the purpose and platform of this campaign is. I mainly chose this campaign because over super bowl weekend the PR team tried a different approach by replying to every person that mentioned Camry during the super bowl. People were very upset by the "spam" but it definitely got the media's attention. Camry's response was that they were so excited to share their new Camry that they wanted everyone to know. The proceeded by apologizing if they upset anyone. I thought it was really interesting, but the campaign could use some work overall.
The campaign is also known as the first and biggest giveaway of its kind to
utilize Shazam technology, because users can click on a Camry Effect Connections Ad to be entered to win a Camry for themselves and a Camry to give away.
website: http://www.toyota.com/camryeffect/
youtube: http://www.youtube.com/v/N406PJKJ_rM
http://www.youtube.com/watch?v=mVBJpMEs1NM
twitter: https://twitter.com/#!/CamryEffect
no facebook page
Tuesday, February 7, 2012
Volskwagen " Welcome to The Bark Side" Super Bowl Campaign
In 2011, VW utilized a pint-sized Lord of the Dark Side (mini Vader), a popular character from the box office hit movie “Star Wars”, to promote the 2012 Passat under the concept called The Force. A year later, VW created a new concept to promote its 2012 Beetle: Welcome to the Bark Side. The company came up with other Star Wars themed commercials, only this time it used dogs to overcome last year’s appealing icon.
The Dog Strikes Back. It features a dog named BOLT that is inspired to get in shape by the new and modern look of the 2012 Beetle model. The slogan for the Beetle is called: Back and better than ever. A fit Bolt is then ready to chase the car, interlacing the concept of Back and better than ever. Several characters of the Star Wars movie make an appearance at the end of the commercial.
The Bark Side. It features a canine chorus that barks the tune of the Star Wars movie. At the end of the commercial another character of the Star Wars movie make an appearance (a dog dressed like Chewbacca).
Both commercials were the main ads of the company during the Super Bowl fever, occupying all of the company's social media.
Here are the links of VW's social media platforms:
https://www.facebook.com/VW
https://mobile.twitter.com/#!/vw
http://m.youtube.com/#/profile?desktop_uri=%2Fvw&user=volkswagen&gl=US
Evian Social Media Deconstruct- Blair Moylan
Evian water's social media campaign did an excellent job of retaining and running with one clear theme: 'Live Young'. This theme came to be well-known with the incredible success of the Evian "Roller babies" youtube video in 2009. While I appreciated how Evian made every aspect of their social media revolve around this effort to 'Live Young' and the play on the baby aspect, I thought they put too much emphasis on certain channels of their social media. Their website for example, didn't link directly to their twitter, and I felt that their youtube channel was given the most attention. Overall though, I found their website to be informative, inviting and that all channels delivered the same message in an interesting and exciting way. Water is just about the most basic product in the world, but through cute interactive instagram pics, Evian managed to make it seem that much more trendy and exciting.
website- http://www.evian.com/en_US
youtube: http://www.youtube.com/user/EvianBabies
twitter: https://twitter.com/#!/evianwater
facebook: http://www.facebook.com/evian
website- http://www.evian.com/en_US
youtube: http://www.youtube.com/user/EvianBabies
twitter: https://twitter.com/#!/evianwater
facebook: http://www.facebook.com/evian
Wednesday, February 1, 2012
Social Media Deconstruct #2 Carl’s Jr. new salads launch campaign
Carl’s Jr. launched
three new premium salads on December 16th, 2009. The market
positioning for the new three salads are indulgent, delicious and enticing.
Carl’s Jr. launched
a social media campaign to promote the new products via Facebook, Twitter,
YouTube and foodie blogs. Also the restaurants shoot ads featuring Kim
Kardashian. The campaign ended up with 215 million media impressions; over
4,000 comments and ratings on YouTube and 10% increase in Facebook fans.
Website: http://www.carlsjr.com
Facebook:
http://www.facebook.com/carlsjr
Twitter:
http://twitter.com/carlsjr
Coke Polar Bears - Super Bowl
www.cokepolarbears.com
http://www.usatoday.com/money/advertising/story/2012-01-25/coke-polar-bears-super-bowl/52796578/1
Coke is launching a social media campaign to be used during the Super Bowl this year where Coke Polar bears will be reacting to things happening during the game. This is being launched through a facebook plateform but will also utilize Twitter.
http://www.usatoday.com/money/advertising/story/2012-01-25/coke-polar-bears-super-bowl/52796578/1
Coke is launching a social media campaign to be used during the Super Bowl this year where Coke Polar bears will be reacting to things happening during the game. This is being launched through a facebook plateform but will also utilize Twitter.
Deconstruction #2 Lancome and Michelle Phan Social Media campaign
In February of 2010, Michelle Phan, a
Vietnamese-American make-up artist, announced that she had signed a deal with Lancôme
to be their video makeup artist. This was the first such contract for a YouTube
video creator at that time. Now it has been two years and Michelle is still
with Lancome. She has been creating one video per month for Lancome showcasing
products, trends and backstage events she attended worldwide.
Michelle Phan's YouTube page: http://www.youtube.com/user/MichellePhan?feature=chclk
Lancome Studio YouTube Page: http://www.youtube.com/user/LancomeStudio?blend=1&ob=0
Lancome Facebook Page: http://www.facebook.com/lancome?sk=app_109522049148774
Morningstar Farms Social Media
Morning Star Farms, a meat replacement company, that creates products such as veggie sausages and veggie meatballs has an owned-website that is very informative but only allows viewers to move to their Facebook page. They don't have links to Twitter, Flickr or other social media platforms, which is odd because visitors are able to bookmark and share Morning Star information on Twitter, Google and many other applications. The "sharing" feature may benefit Morningstar Farms, but there does not seem to be anything on this website that would likely be shared by Morning Star’s key audience. Not including a link to their Twitter page is detrimental because the company may lose interested customers and a chance to market their products to them.
The website itself is extremely boring and does not reflect the kind of audience Morning Star has – young, health conscious and modern. The social media pages, albeit difficult to navigate, reflect this audience perfectly with visuals, interactivity and a youthful design.
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