Archive for Internet
Hulu Conducts Virtuous Advertising (Research)
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I was just at Hulu looking for something to watch and up pops an offer.
Can you help make Hulu’s advertising service better? In return you’ll be able to introduce 250 Hulu users to one of seven charities. Sounded interesting so I clicked through.
For answering “no more than 24 questions” about the advertising, Hulu let me choose to promote either UNCF, Big Brothers Big Sisters, EarthShare, The Michael J Fox Foundation for Parkinsons Research, Americans for the Arts, DonorsChoose, or Kiva.
I have not seen the specific ads Hulu is showing, so I did a little research. I searched Hulu and the Hulu community for more information, but found nothing. The only info I could find was a July 2009 post on ecorazzi, a blog on green gossip.
I wonder why Hulu is not promotiing their effort to support and promote charities. They are benefiting from the research participation, but it almost seems as if they are demonstrating altruism. If you see the ads, let me know and I will post them.
SMU’s Heart Beats for Haiti Initiative takes flight through social media
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After the destructive earthquakes in Haiti in January, SMU’s Student Senate began a program called SMU’s Heart Beats for Haiti. The idea is that donors pay money and get their name put on a heart, which is posted in Hughes Trigg. Your name is also posted on the SMU Website. For organizations the price is $1,000 for a heart. The money all goes to the Clinton-Bush Relief Fund. As far as advertising goes, I think that SMU students have really come together and put in a lot of time and effort to see this succeed. SMU’s Heart Beats for Haiti can be found on Facebook and many people have made comments about it on their twitter pages. Students volunteer to sell hearts everyday outside of Hughes Trigg. The campaign is unique, involved, and persuasive. It is a fine example of some local advertising here on campus.
BEEr-ing Responsible
Posted by: | CommentsWe all see those friendly reminders at the end of alcohol commercial that remind consumers to “Drink Responsibly.” It is easy to tag that line at the end of your brands message, but Anheuser-Busch has gone above and beyond to inform and voice to consumers the importance of responsible drinking.
Anheuser-Busch, the largest brewing company in the United States, has launched a website defining their corporate social responsibility the website focuses on Underage Drinking, Drunk Driving, College Drinking,and Responsible Drinking.
www.beeresponsible.com
Each section of the website details Anheuser-Busch’s stance on the respective issues. The website also has alcohol related statistics and studies that have been previously conducted that can be used as an education tool for consumers.
Additionally, there is a tab on the website entitled Advertising that includes all of Anheuser-Busch’s advertisements that promote responsibility while consuming alcohol. Besides the advertisements the advertising section also includes the companies advertising policy. Anheuser- Busch makes a very firm statement on their website regarding their intentions through their advertisements.
“Our commitment to responsible advertising shows in the marketing messages and vehicles we create, the thorough review process in the development of brand advertising and the careful attention we pay to selecting appropriate programming for our commercials. In each case, we are committed to focusing on our consumers – adults of legal drinking age who choose to drink.”
This statement is followed by a code of standards that discusses the companies stance on advertising through each medium including college campuses, advertising and marketing, and television.
It is very impressive that a alcoholic beverage giant like Anheuser- Busch makes such a large effort to make their responsible consumptions desire visible to the public.
Should this type of information be required by all alcohol companies? If so do you think that Anheuser- Busch should make a greater effort in promoting this website.
Intel commercial- Ajay Bhatt
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Intel has recently started running a new campaign in which it remakes the company’s top researchers into ‘rock stars.’ The man they show in the spot as Ajay Bhatt is really just an actor, however there IS a real Ajay Bhatt who, while working for IBM in the early 1990’s, played a key role in inventing USB (Universal Serial Bus). Intel had originally approached Ajay to ask for permission to feature him in their latest campaign, but according to Mr. Bhatt, he never really paid attention to what they were doing until he finally saw the completed promo on TV.
I like this Intel commercial which shows Ajay Bhatt – the co-inventor of USB – with a rock-star like following.
At first glance the advertisement appears to be a humorous spot that attempts to redefines the American definition of a male hero as an Indian American computer engineer. In this 30 second ad, on one hand, the ad suggests that we should be rethinking who we see as the heroes of our generation. In slow-motion frames, people scream, men point to his image on their t-shirt, women swoon, and others take his picture with their phones and cameras as the fake Ajay Bhatt nods, winks, signs autographs. But on the other hand, this exaggerated behavior creates a comic moment because the visual of the actor playing Ajay Bhatt defies American audience expectations of who represents a rock star. I wonder has an Indian American man who looks like the stereotype of a smart computer geek really replaced Michael Jackson, and Adam Lambert in the American imagination?
Moreover, I think the ad actually doesn’t redefine the American hero but in fact reinforce the idea of Asian American men as a minority who are rarely seen as rock stars in “our world.” The message behind the humor separates Indian Americans from everyday American popular culture icons and instead confines Ajay Bhatt and anyone like him to a single image.
In the end, I feel while the advertisement promotes a different world where the professionals are Indian Americans or Asian Americans who are boxed in by the continual replaying of stereotypical definitions, the Campaign of the Sponsors of Tomorrow still attempts to turn the traditionally negative stereotypes of Asian males as smart, studious and hardworking into positives.
The Responsibility Project – Liberty Mutual
Posted by: | CommentsLiberty Mutual launched a commercial back in 2006 promoting responsibility – stranger to stranger. Their commercial received so much attention that they decided to form “The Responsibilty Project” which according to their website “[they] thought, if one TV spot can get people thinking and talking about responsibility, imagine what could happen if [they] went a step further? So [they] created a series of short films, and this website, as an exploration of what it means to do the right thing.”
The video below is the first commercial they aired in 2006.
The website features over a dozen short films showcasing different ways that strangers are responsible to one another. The videos are great short movies, and really eye catching. They leave the individual really questioning his or her own actions. This is a GREAT method to really engage the audience and encourage some type of action. Though it’s not about the product it’s action to join the movement of responsibility.
I think it’s absolutely fantastic that Liberty Mutual saw a need for this movement and what a great way to bring recognition to their brand. Furthermore, they are weaving the value of these movies (responsibility) with the value of their brand (responsibility). I say way to go Liberty Mutual for really relating to the consumer.
This is a follow-up ad that ran on TV as well.
You can go to The Responsibility Project website and check out the the short films that were made. What is really interesting is that NBC now has their additions to The Responsibilty Project and have added their own short clips with some if their starring actors are featured in the video. Is NBC tagging along to this cause hoping to gain as much respect as Liberty Mutual has through their efforts? I definitely applaud Liberty Mutual’s mission with this project, but I wonder if NBC is doing this because they see the opportunity for growth or if they truly are passionate about this subject.
Kudos to Liberty Mutual!
Also, for your viewing pleasure check out another Liberty Mutual website – What’s Your Policy. It features tons more commercials focusing on The Responsibility Project.
Land’s End Brings Social Responsibility to a Personal Level
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Land’s End, in partnership with the Massachusetts Coalition for the Homeless (MCH), the National Coalition for the Homeless (NCH), and its retailer Sears, has begun an initiative they dubbed “BigBostonWarmUp.” It began in Boston and has spread nationwide. With its goal to provide coats to keep the nation’s homeless warm in the upcoming freezing winter months, especially in Boston, Sears has asked consumers to bring in their lightly-used coats to its Land’s End Shop at Sears. In return, Sears will grant a discount of 20% off any new Land’s End coat purchased by the consumer. The website, available at http://www.bigwarmup.com/, tracks how many coats are donated per store, per state, and how many homeless are in that state. A heart, which is a motif they have used recurrently on the website, is placed next to the store in which most coats have been donated. Once you donate your coat, you can track where it is and where it has finally been donated. The site also provides statistics of the steadily increasing size of the homeless population (11% increase in Boston last year alone), and the fact that most of them are families is very sobering.
The commercial Land’s End Shop at Sears has created to promote its initiative is extremely creative! The commercial begins with a drama–a story unfolds about a mother who gives her son a red, Land’s End coat for Christmas. She sews on his name, and the commercial follows him through milestones in his life: college,, first kiss, marriage, children, moving, etc. Finally, it’s time to dispose of the coat that has been with him his whole life. The next screen shows a homeless man receiving the coat. The incredible twist to this online commercial is that at the end, we see a woman leaving the shelter holding a coat; when she looks down to see the name of the past owner, it’s your name! It ends with: “[Your Name], your gently used coat can help one of our nation’s many homeless people stay warm this coming winter.”
The commercial (featured above) inspires affective involvement from its viewers–it is both touching and surprising in that it really drives the point home that social responsibility is not just a lofty idea, it is a something YOU can do for one another. It makes social responsibility relevant to each consumer, on a personal level, literally by name. This ad demonstrates shared values we strive for in our culture, namely the importance of family, greater social unity, and generosity towards the less fortunate. The drama that opens the ad hooks us in with its relevance to the life of any average American. And that is the point–every average American can make a difference. The company is also uniting altruistic motives with profit-based motives, in that in addition to donating, it also sells it products (new coats) and promotes positive associations of the Land’s End brand. Moreover, it is using social media and optimizing on the current trend of internet advertising and user-generated content. It also targets the disposition of the product in the consumption behavior tripartite model, and reducing the buyer’s perceived risk and hesitation of buying a new coat and having to dispose of the old coat–we are instead recycling and not wasting. Additionally, the music aids in this perfect example of transformational advertising–it is touching, yet simple.
Enjoy the commercial, and have fun sending it to others!! And remember, only 12 more days to donate a coat (the campaign ends in November).
Haagen-Dazs and its social media campaign “Help the Honey Bees”
Posted by: | Commentshttp://adage.com/goodworks/post?article_id=140412
http://www.experienceproject.com/index.php
I have found this great Advertising Age article above regarding the media campaign “Help the Honey Bees” by Haagen-Dazs. Through the ExperienceProject.com website, the company raises awareness and educates the public about the mysterious epidemic of hive collapse, called Colony Collapse Disorder, and its threat to global well-being.
I personally think that this is a great initiative and is very memorable and involving. The website is structured in very personal way where real people share their stories, experiences and confessions. It also challenges the people to eat healthy thus promoting healthy living. It is a great cause-related marketing campaign which gives the opportunity both to the company and its customers to show they care.
Of course, there are people who can argue that at the end of the day, it’s all about money, about products and marketing. And they are right, but I will pose the question: so what? Of course companies need to care about profits, if they didn’t, then they could go bankrupt and thus the consequence will be severe – with many jobless people. I don’t think that there is anything wrong with a company trying to be profitable – after all that is why companies exist. It is the means to achieving this profitability that I believe matter. If companies are concerned with profits only and are ready to do anything to meet the quarterly sales (and by anything I mean without consideration for the people, environment, and society), then I see a problem. However, when companies show that they care about social issues and try to help social causes such as the honey bee crisis, then go ahead!!! It is a win-win situation for the companies, people, society, and environment. And furthermore, if the execution of the marketing cause is done in a creative and involving way such as the website Haagen Dazs developed, then I believe that the company has truly managed to make a difference and has made the world a better place.
What do you think?
MTV Switch
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I want to start with the little known fact that I’m not a MTV fan. I haven’t turned on MTV since I was probably 16. But I came across this commercial which then brought me to the MTV switch website. I was blown away by the concept that a company that is generally known for is crazy tv shows, crude humor and much more was trying to educate their audience on what it means to “go green.” Now, obviously the “go green” theme is a little over used, but MTV has shown their audience what problem is out there and allowed the opportunity for the consumers to elaborate on this process and find solutions.
They also have a blog that allows readers to “GET INVOLVED – and find out what YOU can do to help the environment and STAY INFORMED – on the latest trends and fashions that are keeping the Earth clean and keeping you classy”
With their use of great music and visual aspects in their videos and site, it really engages the audience which leads to an interest to seek more information. I applaud MTVs efforts to reach out to the “unclean.” What other audiences could be reached by the media they watch?
Is there another organization that could help responsibly promote how to live e-friendly?
Responsibility…that’s their policy.
Posted by: | CommentsBack in 2006 Liberty Mutual, an insurance company, decided to define the face of their company and brand with the virtue of Responsibility. Hoping that it would give their brand a positive image as well as attract customers who believed themselves to act in a similar manner. They started this campaign with the release of commercial, with a “pay it forward” kind of message. The commercial became very popular, Liberty Mutual received volumes of emails, phone calls etc praising the positive message the commercial voiced. The commercial can be seen below.
With the release of this commercial Liberty Mutual began a mission to make consumers more responsible human beings, and not just for the sake of buying insurance either. The company developed a website called the Responsibility Project as a way to promote responsibility in our society today. The website contains forums, stories, and blogs about real-life situations and how responsible outcomes can come of them. The website also contains a short-film series that contains real-life situations in which people do, or do not act in a responsible manner.
In Liberty Mutual’s most recent television campaign, which can be explored on the Responsibility Project website, they began releasing commercials focused on the Marlowe Family who LM describes as “A typical American family exploring the tough issues that real people face when trying to do the right thing. “
What I found to be more affective in this campaign as a whole, is a topic we speak about quite often in class, RELEVANCE. A good amount of Americans can relate to the Marlowes, because they are either facing unemployment or other financial hardships. Through the use of the Marlowe Family, Liberty Mutual is making it clear that despite obstacles and setbacks we should always strive to “do the right thing,” because when we do that, we can live in the hope that good things will begin to happen to us. Beyond the Marlowe family, I feel that consumers will be more likely to act in a responsible manner when they can relate to people who they witness acting in a responsible manner, which is made possible through the Responsibility Project website.
Liberty Mutual has developed their entire brand image around relating to their customers through the use of everyday people experiencing everyday occurances. By doing this Liberty Mutal has not only made their comany more responsible, but perhaps consumers in our society as well.
Levi’s Campaign for Harvey Milk Highschool
Posted by: | CommentsLevi Strauss & Co just recently launched the “Give them hope Now” Campaign. This campaign is to raise money for the Hetrick-Martin Institue, which is a non profit organization that that supports the Harvey Milk High School. As you can imagine the Harvey Milk High School is dedicated to support and help gays, lesbians, transgenders, and bisexuals during there time of need. They like to think of themselves as a school that is there for them when their family isnt. When their family kicks them out of there houses and wont support them. The school provides after school support groups and support services. At first when i viewed the ad i was unclear of what the message was for…Here is one of the commercials… What are your thoughts can you tell what it is for?? Also with Levis supporting a messsage like this do you think that people that are againt gay marriage and are homophobic may stay away from a company like this and stay away from purchasing their products? they have gone about delivering this message in a very modern way Rob Toledo, senior account director, Razorfish, Seattle says “We’ve put together a very impactful social media outreach strategy. We’ll be reaching out to bloggers and like-minded organizations and people in the LGBT community,” Do you think they did this because this topic is more of a modern issue and traditionalist might not agree and therefor they figured they could reach more of there target market? or because it cost less to get the message out??
