FINAL DESTINATION: GOODBYE, BUT NOT FOREVER

Hi All,

As you may or may not have noticed, it’s been approximately 2 weeks now that I haven’t posted. Unfortunately, my blogs for digital marketing have now come to an end, where I have been able to successfully fulfill the criteria of running a digital marketing blog throughout semester.

It’s been a great pleasure being your tour guide and driver, and I sincerely from the bottom of my heart, thank you all for coming along on this journey with me. I have thoroughly enjoyed every moment of it. Even though there’s been ups and downs, I have tremendously learnt alot throughout my journey of blogging the past few months.

To anyone that has commented or viewed my work, many thanks. I appreciate your time and thoughts that have spent towards my blog. As many of you may know, I originally started this blog as it was a requirement from my studies, where I was to blog about different digital marketing topics each week. And now that the semester has ended, I am no longer required to blog anymore.

However, to me, it’s been a great, fun, challenging but enjoyable experience so far…..As a result, I’ve decided to continue my blogging experience and journey. This time round though, I want to expand my topics and talk about subjects that are outside of the digital marketing world as well.

So for those who are keen to continue being my passengers, I’m more than happy to keep being your tour guide and driver for our future journeys.

So stay tuned, and I’ll be back with exciting blog posts after my exams are done!

Until next time,
Your driver,
Teresa

 

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DESTINATION #7.5: THE 3 R’S TO MAKING IT BIG AND GOING VIRAL

So you want to make it big and go viral?

I’ll be nice and let you readers know what the 3 R’s are right now, instead of placing it right at the bottom of my blog post:

  • Right Message (content)
  • Right Messengers (person/audience)
  • Right Environment (platform/medium used)

With these 3 R’s, if you follow it correctly, it will lead you the way towards going viral. Another important concept of viral marketing that I want to inform is the impact of ‘Word of Mouth’. (Kaplan & Haenlein, 2011).

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Now when we talk about viral marketing, I’m sure we have all heard about the ‘ALS Ice Bucket Challenge’ , or the Old Spice Brand who came up with the video of ‘The Man Your Man Could Smell Like’ , or ’22 Pushups Challenge’, but what I want to introduce to you all today is a viral campaign by The World WorldLife Fund (WWF). The campaign was launched in attempt to raise awareness about the endangered and threatened species.

As many of you know, images sent through Snapchat only appear for a short matter of seconds as they can’t be saved, just like in real life. WWF had a series of selfies that showed endangered species, and created a hashtag of #LastSelfie to go with the images. These selfies were placed on Snapchat, with the emphasize towards saying that if we do not take action, then these endangered species will disappear, just like how the Snapchat selfies disappear (Burgett, 2014).

WWF knew that Generation Y were a generation to spend majority of their time on social media, so it was only appropriate that WWF found the right medium and the right message to send it across towards the targeted population. Understanding that Snapchat was an application source that was popular amongst teens, the images sent through Snapchat would disappear within a matter of seconds, with no changes of it being able to be seen again. This was ultimately the message that WWF wanted to send across to their viewers, that these endangered species too can disappear and not be seen again if no action is taken place.

Snapchat was the perfect platform, being the right medium/environment to use as it aligned so well with the campaign of #LastSelfie. The message for this campaign was powerful in the sense that Snapchat photos and videos ‘disappear’ after a ten second countdown.

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And the result of this?……. (Mobile Marketing Association, 2014

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Here’s a short video for all those who are interested in the #LastSelfie campaign!

So, what are your thoughts on this viral campaign of #LastSelfie? Did you feel that it was successful? Did you enjoy the campaign? Because I most certainly did feel like it was a great campaign. In my opinion, I felt that it really touched me. Be sure to let me know your thoughts in the comment section below.

For those who found this viral blog post to be interesting, I want to share a few other viral campaigns with you’s too. Also, if anyone comes across an interesting viral campaign that hasn’t been mentioned, please feel free to let me know. I would be delighted to hear about them!!!

Until next time,
Your Driver,
Teresa

 

DESTINATION #7 : WHO NEEDS TO HIRE A TEAM OF MARKETERS WHEN 12,000 FANS OF SAMSUNG LAUNCHED THE GALAXY S4 FOR THEM

And when I say ‘fans’, I’m referring to humans and their obsessive liking over a certain product or thing. Not the fan that you use when the weather is hot and you need to cool down. [*insert fan memes].

Now moving on…….What would you say if I told that you no longer have to camp outside of the shops for days in order to get the next Samsung phone. Rather, you can line up from the comfort of your phone bed, in your own home?!

That’s right folks, you heard me correctly! I’m saying we can ditch camping outside for several days, in the cold and rainy weather, with no showers and proper food to be able to get your hands on the latest Samsung phone. In addition, I’m saying we can fire half of the marketing team as we no longer need them since we got our fans to help us out!!

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There’s a new way to be the first person on the planet to touch the new smashing 5 inch touchscreen display with a staggering resolution of 1080 pixels x 1920 pixels from the very comfort of your own home.

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As the world is evolving and changing, as individuals, our preferences, interactions and liking’s are also being altered. The changes in communication is transforming, including advertising and marketing itself too. Moving from traditional print media, we are seeing integrated marketing communications and digital campaigns instead. Using social media, web 2.0, increase in communication intermediaries and interaction with the targeted population is rapidly rising (Chaffey, Chadwick, Johnston & Mayer, 2006).

In launching Samsung Galaxy S4’s phone, a campaign was rolled out, calling it “THE VIRTUAL/SMART PHONE LINE”.  This campaign used Samsung’s fans and an integrated marketing communication tools in order to promote their latest phone model.

How this campaign worked was in order for yourself to be in front of the line, you would have to get the most re-tweets, likes and comments. Samsung’s aim was to use social media and the targeted audience to create awareness to the public. This was a form of advertising that Samsung completed, where your position in the queue was dependent on your number of shares in regards to the produce content information which could be taken from the getinline.co.nz  website, and then posted to your Twitter and Facebook account. So basically, the more shares and comments you got, the higher you would be in the virtual line.

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A giant pubic LED Billboard was displayed around Aotea Square, and each participant were able to view their queue in a tangible real world space. This was then considered the largest LED screen installation in the history of New Zealand. Any posts or tweets made by these participants had speech bubbles floating over their head. What was even more amazing was the fact that virtual avatars were reacting to the time of day, and weather. They would hold umbrellas when it started raining, and when it approached night time, they would wrap themselves up in blankets and sleeping bags.

Here’s the video that describes the Samsung ‘Virtual Line’ campaign:

As a result of the campaign, those who took the positions of standing first three in the virtual line received the new Samsung Galaxy S4, and a luxury weekend in Auckland as a reward, where they are able to pick up their dazzling new Samsung galaxy S4 handsets (Campaign Brief, 2013).

The campaign was successful in the sense that it was appropriate, where individuals could be free from having to camp outside for days under the sky. Additionally, the medium tools that they used were highly relevant. Social media was a medium that resonated extremely well with the target audience.With 12,000 online participants lining up for 2 weeks, and sharing 85,000 product featured stories to over 15 million individuals, you can’t deny that this campaign wasn’t successful!!

In addition, since the launch of the phone, value share of the smartphone market for Samsung has seen to rise sky high, rising by 15%. The campaign even picked up a Bronze and Gold at the Spikes Festival of Creativity.

So, what do you think? Want to hear my thoughts? I thought the campaign was great. I no longer have to take days off work to go and camp outside. I no longer have to trade in my comfy bed for camping out on the streets to get my hands on the new phone.

I felt that this Samsung campaign was rather successful due to the fact that it used a range of integrated eMarketing tools consisting of: (Pickton & Broderick, 2001)

  • range of media and promotional tools
  • selecting the most effective promotional mix
  • using range of target audiences
  • clear identified communication objective

Additionally, this campaign could see elements taken from the post about “7 ways to create a successful integrated marketing campaign” which was another reason as to why the campaign was so successful (Schiff, 2014).

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Moreover, this campaign was successful in terms of going viral due to the fact that participants felt that this campaign was worthwhile for them. There was value that they could take from this campaign once they passed on the campaign message and shared it to others (Dobele, Toleman & Beverland, 2005).

Furthermore, another possible reason as to why this campaign was so successful in it going viral was due to the campaign entailed 3 important factors of the 3 R’s which included: (Kaplan & Haenlein, 2011)

  • right message
  • right messenger
  • right environment

Now for those interested in wanting to know more about the 3 R’s to making it viral, be sure to tune in to my next blog.

Thanks,
Your Driver
Teresa