Category Archives: Digital Marketing
Two posts in 2 days! I know, how lucky right? But this is just too good not to blog about, the show Breaking Bad. I’m sure you’ve all heard of the hit series and how could you not with 4th season finale having a record 2.9 MILLION views! Like it or not know about it (because there is no way you could not like it) some of the television series success can be attributed to rewarding viral promotion and online buzz.
In case you’ve found living under a rock a comfortable lifestyle and have no idea what the show is about, have a read about the show http://www.imdb.com/title/tt0903747/. In short, it’s about high school chemistry teacher who realises he’s been wasting his life after being diagnosed with cancer after having a meltdown, he ditches his old life and starts his own drug lab.
In order to promote season 1 a personalised webcam message from Walt insisting viewers to live their life to the fullest could be sent to a friend. The humorous yet inspiring videos that use personal details submitted by the friend generated interest and curiosity about the show to thousands of people. If you missed out you can still get a video at www.waltswisdom.com. Here’s one that was sent to me and gave me a giggle, thanks Tim: http://www.waltswisdom.com/blog/2008/2908vytkjq
For season 2 viral campaign was launched on www.waltswarning.com where users could go online and meet Walt Using an interactive and personal video in which they are warned an sworn to secrecy after catching Walt cook Meth, Here’s an example video:
In conjunction to this, a charity website was set up at www.savewalterwhite.com.
To promote season 3 a website was devoted to Bob Odenkirk’s character Saul, www.bettercallsaul.com. Saul is a shady, criminal lawyer famous for his overthe top late-night television commercials. This site includes legal advice, fashion tips, customer testimonials and more all related to the show and presented in a humorous manner.
Currently the show is in it’s 5th and final season, I know sad face we never want it to end. But with the final twist about to be revealed, like most shows much anticipation and guessing by fans is underway. However taking to the next level is: http://www.bettingbad.com/. This site allows viewers to bet (with no use money, just fun) what will happen in the final and compare against friends and others participating, similar to fantasy football. While it’s not run by AMC, who program the show it is generating a lot of virtual buzz. It can be connected and shared with Facebook so all your friends can join in.
These campaigns have involved the audience online, taking it a set further than just watching the show. These sites have allowed audiences to live the show., bringing personalised messages from the characters and guessing the endings implicates them online to the program like never before and can be seen as a factor of the show’s success.
The marketing of TV shows needs to increase online as more and more shows are being watched online. BB is a great example of how this can be done!
With any luck you haven’t already know about all these campaigns and this only makes you more excited about the finale! Give me your thoughts on this and check back soon. Like! Comment! Share!
Until next time lovelies
- Breaking Bad (The Finale Season) (commercialbreaktv.wordpress.com)
We’ve all grown up with the famous cola drink, Coca-Cola. It sold in over 200 countries and the red and white Coca-Cola logo is recognised by 94% of the world’s population. Around the world, the average person consumes a Coke product every four days. The product originally intended as a patent medicine has become the 84th largest economy in the world with the brand worth being an estimated $74 billion that is more than Budweiser, Pepsi, Starbucks and Red Bull combined.
The company first introduced in 1886 has had to adapt and change over time in order to stay current with their clientele. As their clients move online so must Coke and successfully they have done so with a number of campaigns, here are 6:
1) Share a Coke
A new Coke campaign has been released in Israel where a the robot avatar can participate in activities for you, when you can’t actually be there in person. This is Coca-Cola’s Social Robot, that gave Israel’s teens the chance to participate in the fun of the Coca-Cola Summer Love Festival, from their computers at home. Teenagers could virtually walk around the festival using the robot to meet friends, try activities, watch the shows and have real conversations with those at the festival. It uses webcam to allow the person to have a virtual face at the event. A very new, inventive idea that highlighted how Coke can add to fun to social situations and reinforces brand values.
2) Share a Coke
The global campaign which has now been running for two years gave consumers the chance to order personalised Coke products using Facebook with some countries changing the labels of retail products to have the common names on them.
In Australia only, in addition to the share a Coke campaign, working with Spotify, Coke introduced the share a Coke, share a song promotion. Consumers could share a song from the past 50 years. Using the QR code on their Coke product they could unlock the song and share it with friends on Facebook and Twitter. This gave incentive to buy the product and highlighted the brands liaison with music and social events.
3) Happiness machine
Rigged Coke vending machines were set up in various locations around the world and dispensed not only Coke but also gifts including drinks, pizza, flowers and giant subs to create online buzz while predominately displaying the Coke label and associating Coke to happiness and making goodwill for Coke.
4) The Ahh Effect
This campaign uses a series of online games aimed at teenagers that create fun, short, ‘snackable’ games that all involve the Coke’s products. This is Coke’s first completely digital campaign and it plans to go for several years. The game has been promoted through sites such as Twitter, Buzzfeed and Vevo creating advertising and endorsement for the Coke brand among Teens.
5) 2012 Super Bowl
During the 2012 game, Coke had two polar bears (used previously in Coke ads) reacting to the game in real time. Viewers could interact with the bears by asking questions on Facebook and Twitter. Coke live streamed the footage on ad banners on ESPN, had a microsite and used social media channels to broadcast the bears. By the third quarter over 600,000 people were watching live stream. In whole, 9 million consumers viewed the broadcast using the different medias.
6) The friendship experiment
Coke China introduced the friendship experiment where photographer Kurt Tang took beautiful photos that showed a strong connection and bond of people who before having some Coke had never met before and Coke is shown to bond these people.
Other successful online Coke campaigns you can check out: Coke Zone, King of the recycle, London 2012 & Tweet your Christmas wish. Give me your thoughts on this and check back soon. Like! Comment! Share!