Hi Everyone,
Tyler, Rebecca and I (Sarah) are the discussion leaders for our last week of seminars. Below are 3 questions to answer and 2 questions to think about like the last group did.
1. What is an example of a media campaign that enticed you to start a conversation, or bring up a conversation with other people? Why did this campaign encourage you to do so?
2. Can you give an example of a campaign that conveyed a different message than was originally intended? Why do you think this happened?
3. What is a campaign that you've contributed to the conversation? What made you do this? Can you think of a campaign that caused you to alter your behavior? Why?
Questions to think about...
1. What kinds of advertisements spark the most conversation? Why?
2. What do you think the difference between attempts to encourage interpersonal communication versus attempts to produce viral marketing?
1. What is an example of a media campaign that enticed you to start a conversation, or bring up a conversation with other people? Why did this campaign encourage you to do so?
ReplyDeleteObama's "Yes We Can" was more than a media campaign, but it did spark conversation. It encouraged me to look more into the facts since I felt like the campaign caught my attention.
2. Can you give an example of a campaign that conveyed a different message than was originally intended? Why do you think this happened?
I cannot currently think of one that went the other way than it was suppose to...
3. What is a campaign that you've contributed to the conversation? What made you do this? Can you think of a campaign that caused you to alter your behavior? Why?
The Pepsi Refresh Campaign was something that my friend and I actively participated in. We did it to win some grant money, which was a first for us. We didn't get it though...
Questions to think about...
1. What kinds of advertisements spark the most conversation? Why?
Probably controversial ones?
2. What do you think the difference between attempts to encourage interpersonal communication versus attempts to produce viral marketing?
The first is probably more about content and the second is more about emotional reaction.
1. I usually don’t pay attention to media campaigns, unless they annoy me, in which case I will talk about them (e.g. Hyundai pre-roll ad, ‘Car of the Year’), but only to complain (e.g. in Dr. Duff’s class). Usually Super Bowl ads spark the most conversation (e.g. VW ‘Dog’ – 2012 or ‘Darth Vader’ 2011), because I know people saw them. It’s difficult to describe an ad, so for people to talk about it all of them must have seen it; I also lack the time and interest to forward ads.
ReplyDelete2. The only ones I can think of are translation errors like the ones we discussed last week – naming a car ‘No Va’ or asking Latino moms whether they are lactating rather than “Got Milk?” In such cases branding implodes and customers may be offended, which obviously isn’t what the agency intended. As for other campaigns, I don’t think we can really tell, even as future professionals. The main goal of advertising is to create buzz and sell products, so as long as this is achieved I doubt agencies will label their campaigns unsuccessful.
3. The “Hyundai – Car of the Year” web pre-roll ads on southparkstudios.com. I’ve complained about it to everyone I know and you are no exception. The ad shows the car being driven around honking its horn for 30 seconds. The announcer states Hyundai is celebrating having received “Car of the Year” for 2012 (? – can’t remember). I have nothing against the ad or the brand, but it is a very poor fit for the online format on southparkstudios.com. On this website, there are 2 to 3 commercial breaks during a 22-minute episode, with each break consisting of 2-3 commercials. Hyundai bought all slots, so basically I had to sit through 3 x 3 honking commercials. I was very tired at the time and just wanted to relax; instead, I had to turn the volume to 0 every time these appeared, which was overall very stressful (I’m sensitive to noise). Moreover, these ads re-appeared when I wanted to watch another episode, at which point I did watch them while writing a complaint e-mail to Hyundai, to which I haven’t until this day received a response. I now disrespect the brand.
ReplyDelete1. What is an example of a media campaign that enticed you to start a conversation, or bring up a conversation with other people? Why did this campaign encourage you to do so?
My friends and I usually talk about media campaign very often when I was in college. Sometimes it is breaking news and sometimes we just talk about interesting viral videos. Because the videos are fun, or sometimes it’s because the campaign is relevant to our lives.
2. Can you give an example of a campaign that conveyed a different message than was originally intended? Why do you think this happened?
I feel we have many such campaigns, but I cannot recall one right now. Sometimes it is because people want to make fun of the spokespersons.
3. What is a campaign that you've contributed to the conversation? What made you do this? Can you think of a campaign that caused you to alter your behavior? Why?
When some campaigns that violated the values I thought were right, I would talk with my friends. I usually wore eye contact, but after I saw several campaigns that talked about the negative effects of eye contact, I decide to not wear them so often.
1. What is an example of a media campaign that enticed you to start a conversation, or bring up a conversation with other people? Why did this campaign encourage you to do so?
ReplyDeleteI once talked about a Korean public campaign for discouraging smoking with my friends. I brought this up because I thought the campaign was too grotesque and I knew it was part of a strategy to alert the public perception but I just didn't think it was effective enough.
2. Can you give an example of a campaign that conveyed a different message than was originally intended? Why do you think this happened?
I remember seeing a campaign about encouraging young people to read more. They used a slogan mentioning a famous business leader, the CEO of Samsung. It was like, if you want to be successful like him, you should read more, something like that. Many people criticized it in that they regarded the point of reading as key to success rather than emphasizing inner richness.
3. What is a campaign that you've contributed to the conversation? What made you do this? Can you think of a campaign that caused you to alter your behavior? Why?
Most of the time, I automatically become critical whenever I see any sort of campaign. I think this is because I feel reluctant to it since I know the purpose of the campaign is to influence me and somehow I want to resist it. It is very hard to alter my behavior with campaigns.
Thank you for your interesting questions!
ReplyDelete1.What is an example of a media campaign that enticed you to start a conversation, or bring up a conversation with other people? Why did this campaign encourage you to do so?
I think of Samsung’s media campaign for a HD phone in 2009, it’s called “YouTube HD Camera Trick Challenge”. This campaign played a camera trick on YouTube video and asked the audience to guess how they did that.(Reference: http://www.youtube.com/watch?v=iX8iVo5vc8o) Even though I didn’t have the chance to solve the trick before it was solved, I shared this campaign with my friend immediately when I knew about this campaign. This campaign was very catchy because of the trick itself. I really want to know how they did that! Here’s the answer for the trick, did you figure out the answer? :)(Reference: http://www.youtube.com/watch?v=PdJGDV63Kmw)
2. Can you give an example of a campaign that conveyed a different message than was originally intended? Why do you think this happened?
I haven’t thought of any right now but I think it do happen sometimes.
3. What is a campaign that you've contributed to the conversation? What made you do this? Can you think of a campaign that caused you to alter your behavior? Why?
I am attracted by the campaign which I can get real prize by making not too many efforts. For example, the #BESTNIGHTEVER campaign for ASOS.com. I really love that brand so I joined the puzzle game. In order to win the prize (though the chance is small) I pined the pictures from its Pinterest board to my own pin board and solve the puzzle. I joined the conversation because there’s an award I want. This campaign changed my behavior because I don’t use Pinterest that much and I seldom see campaign on Pinterest.
This comment has been removed by the author.
ReplyDelete1. What is an example of a media campaign that enticed you to start a conversation, or bring up a conversation with other people? Why did this campaign encourage you to do so?
ReplyDeleteI always talk about some viral advertising with my friends. These campaigns are related to our life, novelty. They attract our attention. For example, in China there is a famous video. It is created by a mobile company, it brought out a new technology that phone can be used to swipe card to pay the fee of bus. The viral advertising is very interesting and at first we just thought it was a truly happened thing. And we talked about it and commented about it. At the end we find it was the viral advertising. But it was still true and interesting.
2. Can you give an example of a campaign that conveyed a different message than was originally intended? Why do you think this happened?
I can’t recall, but actually it exists, sometimes, people just want to make fun of the advertising and brand.
3. What is a campaign that you've contributed to the conversation? What made you do this? Can you think of a campaign that caused you to alter your behavior? Why?
If it is very interesting and related to my life, and most of my friends start to talk about it, I will pay attention or join in conversation. But if some campaigns are too obvious to propagandize the product and brand, I will resist them and just ignore them. Most time, I seldom contribute to the conversation because of a campaign. But every the campaign attracts me, I just know it.But it has no influence on my behavior. ( most of time, it is nothing to do with my daily life) ,
Hi,
ReplyDelete1. What is an example of a media campaign that enticed you to start a conversation, or bring up a conversation with other people? Why did this campaign encourage you to do so?
A: Like the Old Spice Muscle Musicians campaign. I'd like to talk about it with my friends because I think that's very funny and we might all agree to that.
2. Can you give an example of a campaign that conveyed a different message than was originally intended? Why do you think this happened?
A: The Diesel "Be Stupid" series of campaign. Of course it aimed to sell their product and somehow conveyed an special attitude which encourage us to jump out the circle, think without any restriction and dare to try new things. The "Stupid" term seems so overwhelmingly that I could barely get rid of it, thus every time I think of Diesel the brand, I might immediately think of Stupid as a counterpart.
3. What is a campaign that you've contributed to the conversation? What made you do this? Can you think of a campaign that caused you to alter your behavior? Why?
A: Nokia's ring tone competition. Because its funny. Actually I can't think of any campaign that alter my behavior, maybe it's because I'm so careless to recall..
Thanks!
This comment has been removed by the author.
ReplyDelete1. What is an example of a media campaign that enticed you to start a conversation, or bring up a conversation with other people? Why did this campaign encourage you to do so?
ReplyDeleteRayban's road show. They are frequent visitors for music festivals in China. They hire famous rock stars as their spokespeople, I often mention their campaign after once I got a signature from a rocker who is their current spokesperson.
Also the Absolute Vodka, their bottle design campaign.I saw their campaign on a website I often go to. http://site.douban.com/widget/photos/7438004/photo/1103122567/#next_photo
2. Can you give an example of a campaign that conveyed a different message than was originally intended? Why do you think this happened?
Mini Cooper's Mini College campaign. It's a viral video, they did the video as a mimic college "teaching" everything about mini cooper, using internet buzz words and funny animation.They totally overthrew the conservative and pretentious English gentlemen image of the Mini Cooper I used to know. I guess they did they basically to act according to their rebranding strategy. As far as I know, their China's market campaign mainly target at young people, so the Mini is being rebellious, cool as while as remaining its "British accent". Just to show you the great animation. I think they have it only in Chinese, sorry. http://v.youku.com/v_show/id_XMTY3MTc2MDcy.html
3. What is a campaign that you've contributed to the conversation? What made you do this? Can you think of a campaign that caused you to alter your behavior? Why?
I bought an Absolute Vodka in their newly designed bottle for a new year party. Everybody loves the design. I seldom drink liquor, but the new bottle caught my eyeballs the moment I went in that shop. I guess the reason is 1)I once noticed their online campaign, 2)I was highly motivated to purchase alcohol at that time 3) I wanted to impress my friends. Actually it altered the behavior of my whole friend circle.Ever since that time, Vodka has been a compulsory part for our party, even its bottle changed back to its transparent glass bottle very soon.
Hey all,
ReplyDelete1. What is an example of a media campaign that enticed you to start a conversation, or bring up a conversation with other people? Why did this campaign encourage you to do so?
I don't remember the brand name, but I think it was DoCoMo, the famous Japanese telecom company, once did an media campaign on mobile phone aimed at encouraging the youth to communicate with others face to face. The background was like, it had been a serious problem that more and more young people in Japan were addicted to their cell phone, and thus seldom did they talk with their friends in real life .
So, The company made microfilms which people could download for free with their cell phones. What novelty was that each microfilm were seperated into two parts requiring two people download together and watch simultaneously by fitting their phone screens together.
My friends and I used to talk about this campaign many times. First because it was creative, and second, more importantly, it provoked our attention to the issue it revealed, we discussed about how technologies changed our daily lives and the way we communicate. I think the campaign really worked.
2. Can you give an example of a campaign that conveyed a different message than was originally intended? Why do you think this happened?
I think it happens a lot. Sometimes because their information is too complicated or vague, sometimes because they are passing the message in a way their target cannot understand. And sometimes, they are using spokesmen who are "bigger" than the brand. I think what lead to this is that, first agencies didn't treat the research part seriously or something went wrong with the research at first place. And of course, it relate to the budget.
3. What is a campaign that you've contributed to the conversation? What made you do this? Can you think of a campaign that caused you to alter your behavior? Why?
I can't recall any campaign that truly altered my behavior. Since I am too stubborn to change my behavior, which is not good :( But maybe one day there would be a campaign really touch me in some way and their information would be strong enough to change me.
However, I have to say, as long as a campaign is creative (funny, moving or surprised me), I would talk about it, or share the link with my friends.
Starcy
1. What is an example of a media campaign that enticed you to start a conversation, or bring up a conversation with other people? Why did this campaign encourage you to do so?
ReplyDeleteI remembered talking about the Lynx campaign in China last year. LYNX is a European brand of male body wash and body spray products, being introduced to Chinese market last year. This campaign consists a series of videos, in which the popular star from Hongkong called Edison Chan acted as a teacher and taught all the boys how to get girlfriend. I talked about it because of the spokesperson's popularity, and because of the content of this campaign are concerned about what young people would be interested in.
2. Can you give an example of a campaign that conveyed a different message than was originally intended? Why do you think this happened?
I think there are many such campaigns, like the one of Benetton we saw last time. It is intended to convey a message of unite and peace, but since the pictures it created is too sensitive and controversial, people started to talk about the possible meanings and improperness behind the message.
3. What is a campaign that you've contributed to the conversation? What made you do this? Can you think of a campaign that caused you to alter your behavior? Why?
I'd like to talk about campaigns that are unique, creative or controversial. I want to share the interesting campaigns with my classmates during undergraduate, since we are all majoring in advertising. And I would like exchange opinions with people around me especially about controversial ones. I'm not that critical, but it is still very hard to alter my existing behavior through a campaign. I always stick to my own opinion.
1. There’s an annual campaign of World Car Free Day in our capital city. Every year around August, Taipei city government campaigns to encourage bicycle and mass transportation use in order to promote the idea of decreasing carbon emission in the city. The main campaign spot is in the busiest financial and entertainment district in the city where they will restrict the car use on some roads on campaign day. My friend and I often go to the area so few days before the campaign we often talk about when will the transportation restriction start. Other than the complaint of the inconvenience of the campaign, my friend and I also discussed about to participate the campaign by riding bicycle in the district, however, we never really take the action.
ReplyDelete2.The above campaign was one of the example. Though the government intended to promote the carbon saving idea by restrict the car use to encourage mass transportation and bicycle use, the car restriction generate a lot of complaint about the campaign. In my country, government are often be criticized by their “entertaining performance”. Although the origin idea was good, the government often end up with receiving criticism from the public.
3.Some of my friends like to talk about the campaigns (social issues, advertising, marketing campaigns). I often participate in their conversation instead of bringing up one. I enjoy talking about the campaign with my friends because first, it generates more interesting topics in the conversation, second, talking about the campaign made me felt like I was one of the citizen that do cares about what is happening around the city and society.
There’s a very famous campaign which is called Hungerfree in Taiwan. Every year, they hold major campaign to promote the idea of helping those people in hunger around the world. One of the famous activity is to gather thousands of people to stay hungry for 30 hours. (So called Hungry 30) I never participate this campaign, however, on the day of Hungry 30, my friend and I often restrict our diet to try to mimic participating the campaign in our way…
1. What is an example of a media campaign that enticed you to start a conversation, or bring up a conversation with other people? Why did this campaign encourage you to do so?
ReplyDeleteYoudao, the most popular online dictionary in China, launched a product at early 2012---Youdao cloud notes. It is the software to build an online space to store users’ notes and exchange information between users’ cells and PCs. I saw its TVC at Renren (a social website in China, like Facebook). The story of this commercial was that a young and handsome director in a big company had a car crash when he was in a rush to meet the girl who he liked for a long time. After the car accident, he got amnesia and he can’t remember things for a long time. And he also forgot the girl he wanted to meet at that night. It caused a lot of trouble in his daily life. He got a note anonymously and he was told to use Youdao cloud notes to record all the details of his daily life in order to solve the problems of his work and life. By using Youdao to take notes, his work and life got better again. However, during the party to celebrate his successful project, he suddenly fell in a faint. The first person who firstly rushed to hold him was the girl he wanted to meet that night. And also this girl anonymously recommended him to use Youdao cloud notes and helped him recover his memory. This man just pretended to be in a faint in order to find the girl who he liked so much and also helped him a lot in an anonym. When the girl held him, he remembered everything. This couple accepted the congratulations from people at the party. This commercial was interesting and qualified just like a short movie not just an ordinary ad. I liked the love story in the commercial and shared this commercial with my friends. After they watched it, we always talked about it together.
2. Can you give an example of a campaign that conveyed a different message than was originally intended? Why do you think this happened?
I remembered a local ad to promote a very famous Undersea World Aquarium in Qingdao, one of the biggest cities in China. The slogan of this ad was “If you don’t go to the Undersea World Aquarium, you are not qualified to say you have been to Qingdao”. This ad wanted to convey a message that this Aquarium was very famous and a typical tourist attraction in Qingdao. However, local people of Qingdao had a very negative attitude to this commercial. They commented online that its tone was arrogant. They thought that this aquarium was too self-important. It belittled other appealing places of interests in Qingdao and intended to stand for the whole image of Qingdao.
3. What is a campaign that you've contributed to the conversation? What made you do this? Can you think of a campaign that caused you to alter your behavior? Why?
Actually, I am willing to share interesting, creative commercials to my friends and exchange my opinions with them. By talking with each other and arguing with each other, I can get many inspiring thoughts from different perspectives to broaden my sight and deepen my mind. However, I am also a little bit stubborn. Maybe, it is difficult to alter my existing behavior by watching commercials .
1. What is an example of a media campaign that enticed you to start a conversation, or bring up a conversation with other people? Why did this campaign encourage you to do so?
ReplyDeleteThis makes me think of a popular Taiwanese advertisement, which was published by Taiwan Public Bank two year ago. It was a creative video commercial on the internet and told a story that a group of old men (over 65-year-old) traveled around Taiwan by motorcycle. The video looked like a micro motivational film and had been forwarded for millions of times on YouTube. It was so popular that almost every people around me knew the advertisement in Taiwan, it even made me feel it was out of fashion if I didn’t know the commercial.
2. Can you give an example of a campaign that conveyed a different message than was originally intended? Why do you think this happened?
In the case I showed in first question, the bank intended to tell consumer “we are extraordinary”. But more people focused on the beautiful story rather than the bank, I even found little people can recall the brand name.
3. What is a campaign that you've contributed to the conversation? What made you do this? Can you think of a campaign that caused you to alter your behavior? Why?
I would like to share campaigns which are interesting, creative and popular. I remember makeup products ads changed my behavior. I don’t know how to make up in a right way, but the makeup products ads, which often show consumers how to make up, helps me a lot and even change some of my behavior about skin care.
1.What is an example of a media campaign that enticed you to start a conversation, or bring up a conversation with other people? Why did this campaign encourage you to do so?
ReplyDeleteThere was a really famous campaign from Parmalat in Brazil (http://www.youtube.com/watch?v=tL-LJdX9Ur8) where kids dressed as animals and sang a very cute jingle. Everybody likes this campaign in Brazil and although more than 15 years have passed, people still remember it. For me it was remarkable because by that time my sister was born and we were all about babies at my parents' home. So, somehow, we identified ourselves with the campaign and the moment we were living. Until today, I am able to remember and talk about that campaign because, by a coincidence, it related to something really important that I was living.
2.Can you give an example of a campaign that conveyed a different message than was originally intended? Why do you think this happened?
I never really had an experience with a wrong campaign myself, but I remember the example given in class about the Got Milk? campaign that asked if women were lactant... I think that happened because of lack of pre-test. How come they didn't even asked a native what they thought about that? I guess an international agency just translated that and it was done.
3.What is a campaign that you've contributed to the conversation? What made you do this? Can you think of a campaign that caused you to alter your behavior? Why?
I think my first answer also serves for the first part of this question...Now, regarding the second part of it, in Brazil Nike had really good commercial about Women Running - I was so in love with the commercials that I started to run. Today I don't have the time (and the weight) to do this anymore, but believe, I like to go on you tube just to remember this commercials. They are wonderful and if you ever ran in your life you know they really speak with you.
1. My father in law and I were watching tv together, then we saw a Mayhem (Allstate) commercial. We both enjoyed the commercials; each time he saw another one he would tell me about it and I would reciprocate. This campaign encouraged my father in law and myself to develop a more comical relationship and now we share something that we can chat about.
ReplyDelete2. Yes, the Sears Optical commercials. The message was confusing. https://www.youtube.com/watch?v=wIALRrhjlAA
3. Along with my Mayhem example, I contributed to that conversation with my father in law, I continued to share updates with him about new Mayhem (Allstate) commercials. We now had something in common to talk about. This campaign caused me to pay attention to insurance tv ads; I compared the creativity across insurance commercials. I did this because insurance was now more interesting than before.
1. What is an example of a media campaign that enticed you to start a conversation, or bring up a conversation with other people? Why did this campaign encourage you to do so?
ReplyDeleteIt reminds me of a media campaign that was made for a film in China. It called “Love Is Not Blind”. The main actor and actress are not so popular in China. Without international famous actors or director in this film, this film won 50 million dollars by great media campaign. This is because of the successful media campaign before the film shown in the movie theater. This example successfully shows how media campaign promote a film by doing all kinds of advertising for this film.
2. Can you give an example of a campaign that conveyed a different message than was originally intended? Why do you think this happened?
It happens a lot. One of the reasons I think about is different culture backgrounds. I don't know whether it s a campaign because I was told by other people. I heard it just yesterday that "Florida is the nearest to heaven." The original meaning of this sentence is that the average age in Florida is above the whole country. But someone like me, at the first time when I heard that, I interpreted the sentence like "it's really a heaven for people to go."
3. What is a campaign that you've contributed to the conversation? What made you do this? Can you think of a campaign that caused you to alter your behavior? Why?
Well, I start to think about the brand "Hengyuanxiang"(woolen brand) which has an advertising repeating 12 animals three times. It grabs everyone's attention among people who watch this ad. But it is so disturbing and I would never buy products from the brand. I don't want to be judged as a "nerd" according to that crazy ad.
1. What is an example of a media campaign that enticed you to start a conversation, or bring up a conversation with other people? Why did this campaign encourage you to do so?
ReplyDeleteMostly, disasters and break news especially related to public welfare or services will generate heat discussion, because these campaigns have far-reaching and far-ranging influences. I remember a media campaign about food safety. We discuss this topic for it has direct impact on our health.
2. Can you give an example of a campaign that conveyed a different message than was originally intended? Why do you think this happened?
I can’t recall this kind of campaign now but I think this may happen.
3. What is a campaign that you've contributed to the conversation? What made you do this? Can you think of a campaign that caused you to alter your behavior? Why?
In regard of my contribution, sometimes I will comment the campaign in internet and share it with my friends. I remember a campaign about reducing the use of plastic bags for protecting environment. This message changed my attitude and behavior. Though I still use plastic bags for convenience, I began to reuse the bags after that.
1. What is an example of a media campaign that enticed you to start a conversation, or bring up a conversation with other people? Why did this campaign encourage you to do so?
ReplyDeleteThere was once a campaign launched by Nike Soccer in around 2005: Joga Bonito. There were a series of ads that involved the most famous soccer players sponsored by Nike like Figo and Ronaldinho. I talked about this campaign with my friend when we played soccer and we even tried to imitate what the players did in the ads. I think the reasons behind this is that we had shared interest, the ads were broadly broadcasted at that time, and we all saw it.Finally, this campaign advocated the fun of playing soccer, which made resonance among us.
2. Can you give an example of a campaign that conveyed a different message than was originally intended? Why do you think this happened?
I can't come up with an example, but I think if this happens, that may be the message is too creative and the audience cant catch it.
3. What is a campaign that you've contributed to the conversation? What made you do this? Can you think of a campaign that caused you to alter your behavior? Why?
In terms of social marketing, I remember an campaign that encourages people to eat breakfast.In China, some teens always sleep late and get up late,which makes them skip their breakfast, but this is not healthy. I changed my behavior as well as talked a lot about this message to my friends who have this habits. The reasons why I contributed was that this is extremely personally relevant.