Friday, October 28, 2011

Putting the 'I' in "IMC" - From Support Media to the Internet

The term support media is used to describe a wide variety of ways that marketers can reach a target audience.  Often, support media is used to supplement broadcast and print media by increasing impressions or reaching target audiences that are hard to reach with more traditional media.  Outdoor advertising - including billboards, and branded entertainment are two of the categories found in support media that I want to talk about today.

Billboards - we all see them.  They are geographic-targeting at its best.  As local newspaper and radio consumption falls, billboards still offer marketers a local audience.  Women's marketing Inc.'s website,, not only showcases billboards, but has extensive examples of other out-of-home media encompassing everything from transit advertising to aerials.  They highlight their work on the Yellow Tail wines billboard campaign that utilized color and spectaculars as the means to gain consumer attention.  The Blue Blots blog also highlighted some creative billboards.

Branded entertainment includes product placement, branded integration and advertainment.  Product placement occurs when a brand is placed in any entertainment media including tv shows, movies, music videos and video games.  Typically product placement is paid or barter for by the brand company, but sometimes it is a happy shout-out from the creators to a favorite brand.  A recent example of the later was The Bark's mention on NCIS: Los Angeles that the magazine didn't know about until the show aired.

Jennifer Lopez is seen sipping Coke on American Idol, but in her video I'm Into You, Koma is what she is sipping.

Product Placement News reported that this is one of many product placements for Koma who is integrating ten more into their campaign.  Sadly, they do not showcase their product placements at all on their badly updated website.  They obviously forgot the 'I' in 'IMC.'

The New York Times reported yesterday (October 27, 2011) that ESPN Deportes is premiering a series "El Diez"- it's first scripted show. The show has branded integration with American Airlines, Burger King, Chevrolet, Coors Light, and HomeDepot.  These brands have staring roles in the show's storyline. Chevrolet and Coors were interested in the opportunity to work with the show's creators to have the brand integration more organic and natural for the viewer. 

Also included in branded entertainment is advertainment. One classic example of advertainment BMW's The Hire films. They starred Clive Owen as a James Bondish character and highlighted the performance of BMW within the context of a short film plot. Recognizable directors (Ang Lee, Guy Ritchie) and actors (Madonna, Gary Owen, Marilyn Manson) participated in the films. BMW took the films down when they changed ad campaigns and agencies. You can watch them on YouTube - because someone ripped them for us :) - abmwfan.  One of my favorites is Hostage directed by John Woo.

Some current examples of advertainment include the websites of Crayola and Doritos. These two brands have integrated their advertainment into their IMC.

Direct Marketing is another part of the promotion mix that extensively utilizes integration. Let's take a look at Empire Today. In their commercials, they integrate tv advertising with a direct marketing component (call -1-800-588-2300).  Once you call the 1-800 number they will connect you with a sales person to learn more about their products in your home. It's easy to measure success of direct marketing by the number of responses you receive from a particular direct marketing effort. 

Several of you used examples that integrated the internet/interactive component of the promotion mix with other components.  Caitlin brought up the use of e-mail as a method of direct marketing - which integrates the two.  Many companies ask us to sign up for their mailing lists offering us either the option to 'opt in' or 'opt out' of receiving email from them and other parties they sell our emails addresses to.

Jordan mentioned Super Bowl commercials and that their true impact extends beyond broadcast during the game on TV.  Many people will watch the commercials on-line again after the game.  At over $2 million dollars for a 30-second spot, the true value is in how much are you talked about after the game. Is your commercial mentioned in social media and linked?  The internet provides a way for advertisers to get potentially exponential bang-for-their buck.  GoDaddy does a particularly good job of integrating its commercial creation process into its blogs and website.  For a commentary on how Steve Jobs and Apple changed Super Bowl advertising, read this FoxNews article.

Amanda posted and commented about a video "How the Internet is Changing Advertising" by Epipheo Studios.

Tiffany and Kimberly brought up the importance of the changes between Web 1.0 and Web 2.0.  In Web 1.0 we were consumers of information that companies put on the web, but by the time Web 2.0 came around, we were no longer passive informations receivers.  Collaboration and creation are the forces behind Web 2.0 and consumers new interactions with brands.  Let's return to the Doritos' website and look at their 'Crash the Super Bowl' campaign.  Here consumers are asked to create ads for Doritos - and this isn't their first time with this concept.  You may remember this Super Bowl ad created by consumers from this year:

Marci mentioned the increase usage of YouTube by advertisers.  Doritos has a YouTube site that integrates its Crash the Super Bowl campaign into its YouTube channel.  YouTube offers marketers a place for consumers to see commercial advertisements as well as how-to videos and behind-the-scenes content.  Zyrtec used YouTube as a channel for its Parks Unleashed campaign. The campaign included games and contests.

Collaboration and consumer creation of content isn't always a bed of roses for a company.  When something goes wrong into today's social media driven world, it can go viral very quickly.  Tamara discussed how Delta's baggage charges of returning soldiers quickly went viral.  Here's the original YouTube video:

11Alive reported on the incident, and AirTran used it as a way to get good publicity by its policy.  The link has several videos connected to the article and how social media effected the spread of the news.

I'll leave you with a video about social media and how it is changing our world - marketing and otherwise:

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