I like 5 Gum’s marketing idea to
put truth or dare statements on every piece of gum. I think it is an
interesting way to get people involved with the product, however I don’t think
it is a unique idea. We see it more and
more often with low risk consumer products. Coca Cola is the first product to
come to mind that has a similar marketing scheme. Coke puts a slogan that reads
“share a Coke with .” It is such a simple idea, but it works. I know
because I bought a Coke with my girlfriend’s name on it simply because it says
her name. I’m not necessarily proud of that, but it was such a novelty I couldn’t
resist. I have also seen billboards that have Instagram photos on them reading
#shareacoke. Now that is genius marketing. Coke didn’t have to do anything, but
pay for the ad space. I think 5 Gum could use a similar strategy to attract
attention to their brand and marketing campaign. First, I would suggest some
kind of prompt or even an incentive that drives people to social media and
suggests that they post something about 5 Gum. Another idea would be to put an advertisement
out in traditional media that would attract attention to the 5 Gum brand and
their truth or dare marketing campaign. Both of these tactics would be a good
way to engage their market. As Dave Kerren says in Likeable Social Media,
“You have to be interested in your consumers and prospects, and the creation of
a solid bond with them must be your goal (Kerren, 2011).” I think prompting
customers and potential customers to converse or at least visit their social
media pages is a good way for 5 Gum to build attention for their brand and
their campaign. 5 Gum can then utilize this conversation for the good of
consumers and their business.
I
thought briefly about your question regarding another brand that I am familiar
with that has a great marketing, but failed to fully implement it successfully.
The first brand that I thought of was Magic Hat and their marketing idea of
putting little slogans on the bottom of every cap. I thought they could
possibly spur larger interest in the brewery if they had people post pictures
and comments on Facebook and Twitter regarding the beer and the slogans on the
bottom of the caps. What I realized is that Magic Hat absolutely rules at
marketing. I have never been an avid social media participant (that’s all
changing), so I went on to Magic Hat’s Twitter and Facebook page and I realized
how phenomenal their integrated marketing communications were. I still think they could start a social media
program that gets people posting pictures of events/situations where people are
drinking Magic Hat or the cap’s slogan pertains to a customer’s life. I think I will look further into Magic Hat’s
marketing programs because I was immediately impressed. In the meantime I will
look for another brand that has a great marketing idea, but has failed to
implement it successfully.
This is
my first blog ever! Great questions Dana. I will be checking in again soon.
Kerren, Dave. (2011). Likeable Social Media. San Francisco, CA:
McGraw Hill
Wow! First time blogging? You are such a pro! I agree that Coke has the BEST campaign. I am a Coca-Cola collector-sunglasses, keychains, rugby shirt, etc. because I am from Atlanta, and that is the home of Coke:) But, the other digital leader for the week mentioned the ad first at the beginning of class, so I decided to go with 5 since I buy it often.
ReplyDeleteI however disagree that 5's campaign is not unique. The Coca-Cola thing is genius because it makes people excited to see their names and in the age of people being into themselves (selfies for example), it is the perfect campaign. I bought into it, though my name is not available, but I bought bottles for friends.
Back to 5, I think that it is unique because it opens up a dialogue, or if properly marketed, it could. People could put their truth or dare experiences on YouTube or Instagram to really get buzz going about the brand and campaign. Virtually every form of social media could be used in an integrated fashion to bring this campaign to a much higher level, possibly allowing it to trend on Facebook or Twitter. Following Coke's lead, it would still focus on an individual, but in an expanded form. The quote you used is spot on in the case of 5 gum-about conversing or visiting social media.
I love your example of campaigns that could have performed better. I do not drink Magic Hat, but I have seen that it has increased in popularity. I totally agree that if their Facebook and Twitter pages are doing such a great job, that your ideas of comments and pictures from consumers would really propel them forward.
Again, great job and glad you enjoyed doing your first blog!
Everett,
ReplyDeleteThis is very much like Coca - Cola, or even Snapple, where consumers want to buy the product because they are excited about the packaging and what it might say. This is a useful tactic many company's have used to differentiate their product. I do think that 5 gum's campaign is unique, because of the truth or dare aspect. Although they might be using the same concept as other brands, it is the first campaign I have heard of that uses the game of truth or dare along with its' product.
Everett...great blog post! Here is my response to your blog! I originally posted it as a separate entry on my blog, but I now understand we just reply to your posts on here!
ReplyDeleteHey guys!
I just finished catching up on Everett Gifford's blog post about the 5 gum marketing campaign...check it out here. He really brought up some interesting points about the "truth or dare" marketing campaign...especially how it's a great way to get people interested in the product, but by no means "unique". Everett compared it to Coca-Cola's current "share a coke" campaign, and how that is also simple, but seemingly a far more successful campaign. It really makes me ponder as to why more effort has not been involved in the 5 gum truth or dare marketing campaign. Sure, it's a catchy incentive by the company..but that doesn't mean hardly any effort in to the actual marketing and advertising will make the product a sensation. Like Everett said, Coke didn't have to do much but pay for some ad space with the tagline "#shareacoke". While it can be considered a small effort on Coca-Cola's part, it sets the overall tone for people to get involved with the product. Maybe that's why I've seen several dozen social media postings of #shareacoke on my personal accounts, and none of 5 gum truth or dares. Needless to say, I agree with Everett when he mentioned that 5 gum should really use some social media incentive to attract attention to their campaign. In order for consumers to be aware of your product, you have to actually raise that awareness. Great post, Everett.
-SB