1. Goal: What are the stated goals of your SOCIAL MARKETING CAMPAIGN? What behavior(s) is/are your SOCIAL MARKETING CAMPAIGN focused on changing?
- (RED) is a global organization founded by Bono and Bobby Shriver, aiming to mobilize the private sector towards an AIDs free generation in Africa by 2015. Any merchandise sold carrying the (RED) label donates a portion of its proceeds donated to the foundation.
- More information can be found here:
2. The 8 “Ps” of your SOCIAL MARKETING CAMPAIGN - Product, Price, Place, Promotion, Publics, Partnership, Policy, and Purse Strings. How does your SMC address/approach all 8 Ps?
3. Evaluation: How successful was your SOCIAL MARKETING CAMPAIGN in meeting its goals? Changing behavior?
4. News/PR: Summarize and link to THREE news articles about your SOCIAL MARKETING CAMPAIGN that report, raise questions, and/or encourage support.
5. Media Analysis: Which media platforms seemed MOST and LEAST effective in helping your SOCIAL MARKETING CAMPAIGN achieve its stated goals? Be specific and analytical in your response.
6. Recommendations: What SPECIFIC recommendations does your team have for this SOCIAL MARKETING CAMPAIGN moving forward?
VIDEOS-
Tracking the (RED) Dollar
VIDEOS-
Tracking the (RED) Dollar
http://www.hollywoodreporter.com/news/super-bowl-2014-commercial-u2-676489
ReplyDelete
ReplyDeleteThesis→ The video is U2 singing a powerful song to an audience of lively people in order to capture their attention in an attempt to
5 Facts/ Statements made by the commercial
1. For the 24 hours following the Super bowl, the U2 album will be a free download
2. For every download Bank of America donates $1 to (RED)
3. Download now its time to begin the end of AIDS
4.
3 shifts
1. Discursive shift→ This commercial is more subjective, it has its own opinion.
2. Technological Shift→ The ad aired both on televisions during the SUperbowl, as well as part of an online campaign. The commercial is trying to get people to download the album electronically online through the iTunes music store.
3. Aesthetic Shift→ The look and feel of the ad is convergent.
3 Principles with Analysis
1. Pacing→ The viewer is forced to process the information quickly, and the images keep us analyzing the images.
2. Production Techniques→ A lot of editing, camera angles, lighting went into the ad.
3. Positive Value Message→ It is targeting the audience to make a difference by supporting AIDS research.
5 Persuasive Techniques
1. Bribery→ They offer you the download of the new U2 album for 24 hours.
2. Testimonial→ Its Bono.
3. Diversion→ The commercial doesn’t talk about AIDS< its focused on the music and his recognizable
4. Strength→ The music and message feel like you can make a difference
5. Group Dynamics→ Makes the viewer feel like they are in it together as a unite.
Brain:
Limbic→ The music in the ad is evokes powerful feelings of empowerment. RED uses the band U2 to raise awareness for AIDS.
Neocortex→ The writing on the screen forces people to use the neocortex.
Reptilian→ The music and the camera cuts of the band playing make the viewer want to fight.