With the festive season getting into full swing Microsoft launched a marketing campaign to capitalize on the expected surge in sales,releasing not one, but two additional advertisements attacking the iPad. Both commercials compare the Surface 2 to the iPad Air, but instead of degrading the iPad, the company places the focus on the surface 2 features and the current season.

The first ad focuses on cooking apps, which is an appropriate theme given the Thanksgiving holiday. The ad highlights the kickstand on the Surface 2 tablet and its hands-free operation that’ll allow you to cook comfortably without soiling your device. It’s a fair point that could matter to some of the messy cooks in out midst.

The other ad appeals to a family who share a tablet and use it for different purposes. On the Surface, parents can setup different profiles for themselves and their children. Each child can customize their profiles, while parents can monitor usage. This is another area where the iPad falls short. Despite repeated calls for profiles, iOS 7 still only supports a single user on a device. The iPad can be shared between people, but they all share the same apps, documents and customizations.

 

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A Dutch company WANSSUM, has created a futuristic vending machine on wheels as a new platform for marketing and advertising,called MARV — Media and Advertising Racing Vehicle — the electric-powered robotic tricycle dispenses candy, drinks and other refreshments in a special packaging designed to display advertisements.

MARV, vending machine

Apart from dispensing drinks and snacks the vending machine can also be used to view movies, print coupons, get a discount, play games or plug in their iPads and it also enables payment through Internet or smartphone.The touchscreen vending machine recognizes and interacts with customers using Microsoft’s Kinect system,next year with an upgrade of the kinetic system the MARV will even be able to talk to the users.

“MARV offers companies the possibility of target advertising and product placement,” US Candy Network’s Chantal Kersten explained. “When someone at the movies sees a product in the latest blockbuster, he goes out for candy during the break and at the same time gets a discount coupon for that product.”

The machine can be custom-made into characters from movies or amusement parks or other corporate designs.

An American “mega toy store” has reportedly ordered a large number of machines, on which children can play virtual games in stores or get discounts. Additionally, a major sponsor of the World Football Championships in Brazil next year has reportedly ordered 14 MARVs to be built, according to the manufacturer. The company said that the advertising space on the back of the coupons has been claimed by a fast-food company, too.

The vending machines are assembled at US Candy Network, which also designs and updates the software. The company said it expects to deliver 3,000 machines in the coming year.

With the official launch in Cologne, 478mr.com goes live. It will launch at the world’s largest sweets and snacks fair ISM in Cologne, Germany on Jan. 26.

Spotted on the internet a Samsung billboard in Egypt advertising more then just the Samsung galaxy pen.

Read more…http://www.zerohedge.com/news/2013-11-24/sunday-humor-truth-advertising

BRITISH AIRWAYS Launches New “Look Up” Marketing Campaign With Interactive Billboard..

British Airways as a first have launched there new “Look up” marketing campaign by the use of interactive digital billboards,following the trend that has been widely used by other companies for their different campaigns as it has proven to be more engaging and attracts more viewing time then the usual static or non interactive digital billboards.

The campaign includes digital billboards in London’s Piccadilly Circus and Chiswick that seem to show a boy get up and point to a real plane flying over. Programmed to know exactly when a BA plane flies by, the billboard then display the flight number, destination, and eventually, even the lowest fares currently available to that locale. The campaign was designed by Ogilvy Group UK, and uses something called “surveillance technology” to track the flights.

BA head of marketing Abigail Comber told U.K. site The Drum: “This is a first, not just for British Airways but for U.K. advertising. We all know from conversations with friends and family that we wonder where the planes are going and dream of an amazing holiday or warm destination. The clever technology allows this advert to engage people there and then and answer that question for them.”

Volvo trucks – The epic split

Watch Jean-Claude Van Damme carry out his famous split between two reversing trucks in this Volvo advertisement.

Movie star Jean-Claude Van Damme doing an improbable-looking split – with each leg set on a truck that is driving backwards.

A cute kid in a Darth Vader outfit using “special powers” to unlock car doors.

A group of adorable babies dancing with adult versions of themselves.

Showing his flexibility: Jean-Claude Van Damme has proved a hit in the Volvo advert.

Showing his flexibility: Jean-Claude Van Damme has proved a hit in the Volvo advert.

These ads have millions of views on YouTube, tons of buzz on social media and have likely have been conversation topics at dinner tables, lunchrooms and cocktail parties.

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But do these popular videos from Volvo, Evian and Volkswagen – as well as ads gone viral from other brands – actually help the company?

Absolutely, say marketing experts.

Jean-Claude Van Damme displays his relationship with physics.

Jean-Claude Van Damme displays his relationship with physics.

In the case of the new Van Damme ad, which has nearly 7.7 million YouTube views, the publicity will not only aid the overarching Volvo brand, but it could also sell more trucks, says Mediapost.com advertising columnist Barbara Lippert.

“This is completely unique. It’s an incredible human way to show the equilibrium of the steering of the truck,” she says, adding that “anyone who knows anyone who drives a truck or owns a truck will mention it to them. People love this stuff.”

Reaching those current truck drivers and owners was a big part of the marketing strategy, says Volvo spokesman Anders Vilhelmsson.

In using social media rather than a traditional TV ad, Volvo also hoped to boost brand awareness with young people who could be “future truck drivers,” he says.

Volvo scored big with this ad, but in reality, most marketers don’t come close to garnering this type of digital attention.

“Everybody wants their ads to go viral,” says Ted Marzilli, CEO of consumer perception research firm BrandIndex. “But if there was a playbook to do that, you would just follow the recipe and your ad would go viral.”

And while garnering views – and positive reviews- is admirable, it doesn’t guarantee brand success. Sometimes, those who make it big have a big problem: folks remember the ad, but not the product it’s touting.

“It only helps the advertiser if people make the connection between the content and the brand,” says Toby Southgate, CEO Americas at branding agency Brand Union.

Otherwise, the viewer may recall the actors, the music or the stunts in isolation, he says.

Another issue: consumers giving creative kudos to the wrong brand. For instance, folks often get messages from Visa and MasterCard mixed up, says Marzilli.

But for marketers who get it right – and successfully link their brand to a much-viewed video- the payoff can be immense.

“A viral ad can generate 30 million views,” says Jonathan Symonds, executive vice president of marketing at advertising analytics firm Ace Metrix. The cost can stretch into the millions of dollars to buy that type of reach on TV, he says.

And many people are not only open to receiving buzzed-about videos from those who pass them on, but they also seek them out themselves.

“Consumers are choosing that content,” he says.

As for the Volvo video, ad columnist Lippert sees only one potential downfall, “I can’t see any negative at all except if it is proven to be fake,” she says.

Volvo’s spokesman Vilhelmsson says the action is indeed real.

“There was a safety line” attached to Van Damme that is not visible in the ad, he says, but the actor did do the split between the moving trucks.

“There were rehearsals for several days,” he says. “But what you see in the film that is one take without any breaks.”

Read more: http://www.smh.com.au/technology/technology-news/jeanclaude-van-dammes-volvo-video-the-art-of-going-viral-20131116-2xnn6.html#ixzz2lPY1nAPe

Viral Marketing

Posted: November 20, 2013 in Emerging advertising media
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Overview.

Viral marketing is using the Internet as a social network to promote a product or company through a web site, video, game, or other message spread by Internet users. The idea of a viral situation is that when a user sees the message, he or she will pass it along to his or her friends through online communication or verbal word of mouth; the message spreads like a virus and its goal is to “infect” as many users as possible.Viral marketing has grown in recent years due to the popularity and growth of user-generated web content, which allows viral ads to spread very quickly.

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Reasons to use viral marketing.

Since the Internet gained more widespread use in the mid-to-late-1990s, Internet memes have spread as viral content. David Meerman Scott (2007) cites the “dancing baby,” spread through e-mail, as an early example of a viral video. Over time, advertisers realized that they could capitalize on the popularity of such memes. Sites like YouTube and MySpace allow anyone to upload their own content, which has allowed online videos to circulate very quickly among the general public, and therefore led to an increase in viral marketing. Viral marketing can be catered to most age groups, as more and more people are using the Internet and its social media. The public’s interest in new media has inspired many advertisers to use viral advertisements because people may see them as more unique and cutting-edge than traditional advertising.

        Cost Effective.

Another reason for viral marketing is that it is generally cost effective; since viral content is spread by word of mouth, the people are doing much of the promoting for the company. There are no particular estimates for how much viral advertising usually costs, but most viral campaigns are not expensive. Goldenpalace.com, for example, has used a number of odd eBay purchases to create viral buzz. In 2006, the site bought a kidney stone passed by William Shatner for $25,000, and the story was covered by reporters and bloggers. In essence, Goldenpalace.com paid $25,000 for publicity, and the money was donated to Habitat for Humanity, which put a positive spin on the situation’s image.

Limitations of Viral advertising.

The main limitation of viral marketing is that it risks making the company look bad to the customers if the viral content looks too “fake,” forced, or similar to a conventional advertisement.

At other times, viral ads have given a company negative press because the company had its name attached to an ad, but was not aware of the ad’s content. In early 2005, a British boutique agency called Lee and Dan made a fake commercial to send to Volkswagen in which a terrorist tried to set off a car bomb inside a Volkswagen Polo, but failed because the car was so sturdy (Batler & Butman, 2005, p. 57-58). Volkswagen immediately received bad publicity for using terrorism in the ad, and its reputation was damaged until Lee and Dan admitted that it made the video.

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Response from Viral advertising.

Successful viral campaigns have elicited strong responses from audiences. The Subservient Chicken campaign amassed tens of millions of web hits (Terdiman, 2005). Asa Bailey of the Viral Advertising Association said that viral campaigns have the potential to net 10 times the exposure of a traditional campaign, and defined what makes viral ads work as such: “It has to have some kind of wow factor. A viral ad has to have a connection to the consumer. It has to make you laugh, make you cry, has to make you think (or) it has to say something. It’s not so much about just banging on the product.” (as cited in Terdiman, 2005). The aforementionedCloverfield made $40 million in its opening weekend—a record for a January release (Brodesser-Akner, 2008a, p. 58). The movie promotion began with a teaser trailer simply reading “1-18-08” (the film’s release date) to pique the interest of audiences, and followed with a series of web sites hinting at details about the movie’s plot (Brodesser-Akner, 2008a, p. 58). These activities allowed fans to become immersed in the marketing. Marketing for The Dark Knight took fan interactivity further with online games that required players to take actions in real life, such as a contest in which the first people to find a particular bowling alley locker found Joker bowling bags with bowling balls, Nokia cell phones, and messages to call a particular phone number (Brodesser-Akner, 2008b, p. 3-55). The film went on to be highly successful.

Impact of viral marketing.

Although it has only been prominent for a relatively short time, viral marketing has made a notable impact on advertising. With the rise of new media, it has become fresh and unique, as well as easily to access and pass along for users. The inexpensive costs of viral ads, compared to their potential exposure, are efficient for advertisers. Numerous companies have already shown the potential of viral marketing, and others have opportunities to think of new ways to make viral ads fun and engaging for consumers.

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Other interesting qualities about viral marketing.

Viral marketing also has other interesting qualities. One is that advertisers can use pre-existing viral content made by Internet users to start a campaign. In the summer of 2006, Fritz Grobe and Stephen Voltz of eepybird.com made a video in which they dropped over 500 Mentos mints into 200 liters of Diet Coke. When the video was discussed on hundreds of blogs and its creators appeared on late night TV shows, Mentos began publicly supporting the two men and using the video for promotion (Scott, 2007, p. 91-95). Another curious idea about viral advertising is the “too-hot-for-TV-online-only-video” (Luscombe, 2009). Budweiser provided a recent example with a straight-to-YouTube commercial involving a man buying beer and a pornographic magazine. The ad’s adult-oriented humor is intended to intrigue the audience (in this case, young men) into actively finding and recommending the video on YouTube (Luscombe, 2009).

Examples of viral mareting.

http://www.youtube.com/watch?v=74ItDn0QgwI

Viral Ad – BBH Graduate Recruitment

http://www.youtube.com/watch?v=MTyJgCusdo0

Sprite Viral Ad

http://www.youtube.com/watch?v=SX1-650KIsU&feature=related

Captain Morgan Viral Ad

http://www.youtube.com/watch?v=Iy4STqBhVS8&feature=related

Ikea Viral Ad

http://www.youtube.com/watch?v=3gzFg-t8Fck&feature=related

dove evolution

http://www.youtube.com/watch?v=iYhCn0jf46U&feature=related