Several companies are using various conventional and new age channels for lean forward marketing to target the youth. In my opinion, PepsiCo and MTV are two companies that have utilized new-age media the best to target the youth. The reasons that they are top 2 are reflected from the following facts:
1. Involved customers in product creation: PepsiCo came up with events like Pepsi My Can design and Lays- Whats your flavour to involve consumers by getting their suggestions on product development and customization thereby strengthening association. MTV uses its official site to actively take feedback about the content user wishes to see.
2. Engaged consumers on a social level: MTV has an official community on orkut which users can join and participate in the forums thus stimulating opinions. Fritolays- food division on Pepsico has its official blog too.
3. Giving more for nothing: MTV came up with bid a date contest where anyone could bid VJ Mia and Rannvijay with a date package of a limo ride, stylist; dinner on a yacht and clubbing - MTV Style.
4. Giving customer invaluable experience: First ball ka captain by Pepsi was one such experience that was invaluable and customer could only dream of. PepsiCo’s brand Kurkure came up with a competition in which winners had their photos on pack as recognition thereby getting customer in limelight.
5. Broadening community interaction: In October, MTV attracted 90 million unique visitors globally to roll out Flux, a next-generation social media platform that will grow to span the company's young adult-and adult-directed websites and be open across the Internet. PepsiCo came up with first online community for cricket fans -the Blue Billionbranded and the Youngistaan campaign bringing its target group on a common platform and connecting customers.
6. Giving voice to consumer: Pepsi came up with an open letter to Barack Obama voicing its consumers opinion on what they expect from him.
7. Fully focused to exploit new age media: MTV created Digital Fusion, a specialised unit focused on modern advertising and marketing solutions that incorporate original and customised creative content across the company's digital portfolio by creating entirely new digital ad products, from creative uses of existing inventory to original interactive experiences, including video content, online games, microsites and widgets.
8. Entertaining consumers: MTV has come up with online games as todays customer does not storytelling only, he wants to be entertained
9. Giving recognition and fame: WHATS UR WAY? Campaign launched recently by pepsi uses tools like sms to get opinion from the target group on various situations of interest to them
10. Getting mobile: MTV is no more only music and no more only on TV. Its much more and everywhere. MTV has launched Flo TV where one can watch MTV shows on his/her mobile. By distributing free ringtones, wallpapers and graphics they are trying for viral marketing via new age media.
The campaigns are quite effective and integrate various channels with a common purpose thereby creating impact. I would suggest a few more ways deriving my learning from few more famous campaigns like that of Barrack Obama and famous viral commercials:
1. As youtube is increasingly becoming a powerful tool for viral communication, creating a content so compelling that it engages youth to actively seek, download and share it could help further. Ex. Coke-mentos experiment created waves with 11 million + views through viral.
2. Affinity marketing: Add a cause close to the heart of your target market to the campaign and involve them in making a difference. This gives an added value-proposition to the brand and improves brand association due to sense of pride involved
3. Engagement on personal level: Providing facility to sign up for newsletters through e-mail and sms about events of interest as chosen by user.
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment