Eat, Tweet, Track and Lose! (Eating Well Mag)

University of South Carolina – News.

Check out this article from the University of South Carolina.  The article highlights a recent weight-loss study that actually examined the use of Twitter as a component of behavioral weight loss intervention.  With a mix of Podcast and mobile use, participants followed each other on Twitter with a goal of providing each other social support while in the weight loss program.  Over 6 months, over 2500 tweets were made with 75% of them being informational/teaching.  Some offered emotional support as well.  Those who engaged with Twitter were more successful with losing weight.  A metric was even attached to the weight loss…every 10 posts to Twitter generated about a -0.5 percent weight loss!

This was an important study as programs such as Weight Watchers and Jenny Craig are now offering support online and thru online communities.  It seems Twitter makes all the difference for people because of the truly social aspect of it.  Sharing their tips, challenges, and milestones helps with weight loss because of the social support.

As weight loss, paleo diet, eating clean ,etc become current buzzwords in the fitness industry, social media is right along beside the movement and yet again, helping people because of the “social” aspect of its platforms.

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Honda & SongPop: A Fantastic Advergaming Concept

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            A person’s cell phone is a very personal entity and it consumes a person’s everyday life, goes with them everywhere and is customized according to their preferences.  Based on this information, it makes sense for advertisers to attempt to “invade” this personal space without seeming pushy.  Some ways to do this are to be fun and interactive, and most of all…wanted.

            Honda created “an immersive mobile social gaming advertising campaign as a part of the 2013 Honda Civic launch” (Sumner, 2013). Honda partnered with MediaBrix to launch the first “fully integrated, immersive and interactive advertising experience within SongPot, a popular social and mobile game with over 60 million players developed by FreshPlanet” (Sumner, 2013). By tapping into the new and exciting world of advergaming (mobile gaming) as well as mobile advertising, Honda has created something fun that consumers will want to interact with.  Supporting this concept are the facts.  “The just released MediaBrix Social and Mobile Gaming report is bullish on the performance of social gaming ad campaigns as mobile gaming video ads deliver an average CTR of 3 percent, 30 times higher than the CTR of standard banner advertising campaigns” (Shayon, 2013).

            This new campaign reaches across multiple forms of emerging media including Facebook, mobile and tablet games.  The goal from Honda’s perspective is to initially “drive awareness among social gamers who love music and trivia” (Sumner, 2013).  Honda and MediaBrix have done a terrific job to fully integrate this advergaming concept across the brand.  For example, Honda is the first automotive company to “feature a branded playlist on SongPop, which includes music by the featured artists in the Civic commercials” (Sumner, 2013).  This really creates continuity across the brand while offering additional subtle branding that the consumer may not even realize right away.  Soon though, through conditioning, the consumers begin to associate those selected songs with Honda.

            MediaBrix has two powerful advertising products that were integrated into this campaign: SocialFusion and SocialFlex.  The SocialFusion helps with the conditioning just mentioned as “the Honda brand becomes an integral part of the gameplay through a free branded playlist, inspiring positive brand recognition and association among the dedicated massive SongPop user base” (Sumner, 2013).  The second part, SocialFlex offers a more direct advertising approach by offering “Honda a way to expand the brand experience through high-impact video advertising featuring the 2013 Honda Civic” (Sumner, 2013).  SocialFlex offers the users a non-disruptive experience and is delivered in the natural breaks of the games.  Banner ads also run on the bottom of the mobile screen, which helps Honda, integrate the advergame with the mobile advertising piece.  Take a look at a screenshot below.

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            The final piece to this puzzle that Honda got right was that they launched it in conjunction with the 55th Grammy Awards “in order to drive awareness among social gamers who love music and trivia” (Tode, 2013).  They mixed some traditional advertising during the Grammy Awards show in order to help launch the short run social media and in-game contextual marketing campaign with a music theme (Greenberg, 2013).  While it is still too early to find out the results of this campaign, given SongPop’s extreme success and the success of advergaming overall, it would not be a far leap to make in saying that Honda most likely saw some great results from this campaign.

References:

Shayon, S. (2013, March 11). For Honda and Other Mobile Advertisers, It’s Game On. Brand channel. Retrieved April 21, 2013, from http://www.brandchannel.com/home/post/2013/03/11/Mobile-Advertising-Game-On-031113.aspx

 

Sumner, T. (2013, February 8). Honda Teams with MediaBrix for a Breakthrough Mobile Social Gaming Advertising. MediaBrix Blog. Retrieved April 21, 2013, from http://www.mediabrix.com/honda-teams-with-mediabrix-for-a-breakthrough-mobile-social-gaming-advertising/

Can the iPad Rescue a Struggling American Education System?

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Check out this great article that dives into an interesting phenomenon in today’s day and age…the many uses of the iPad including becoming a “necessary” piece of digital media in our kids’ school districts.  While I wouldn’t necessarily call the iPad “emerging media” in the sense of advertising…I would call it “emerging digital media” and it truly acts as one of the many new devices that consumers are receiving true “emerging media” on.  In one of my past posts, I talked about location-based marketing and how consumers are searching their cellphones and iPads all day long looking for stores and services nearby…so….I thought this post was fitting.

Check it out and let me know your thoughts on iPad’s in schools.  I personally have mixed opinions about our children’s priorities shifting to playing with multitudes of technology in school versus learning standard cursive (that’s right…our school systems no longer teach it).  The priorities are shifting and I see the value of the iPad but I worry about the emphasis on it.

One of the key components that worries me within the article is the “social” aspect of the iPad in school where features can be enabled for schoolmates to ask each other questions and even to interact with their teacher or professor.  I definitely think some limitations need to be placed on an age restriction and a content restriction.

What are your thoughts on mixing education, iPads, and social media tools in today’s schools?

Rocking SOcial Media: Work Smarter, Not Harder

Rocking SOcial Media: Work Smarter, Not Harder.

Check out this blog post which talks about mastering social media in as little as 30 minutes per day.  The most important part of this infographic is where it talks about strategy.  Not only is a marketing strategy and content strategy important, but also a time management strategy.  Marketers need to have a clear vision of their overall plan and also how they are going to execute it.  For the social media component, many companies are hiring whole social media teams but what if you are a small business?  Does social media seem overwhelming?  I think this infographic provides some nice tips on how to maximize your time and social presence.  It covers the highlights from the big social media sites: Twitter, Facebook, Instagram, Google+, and more.  This is crucial as more consumers want to engage digitally with businesses and a lack of presence can actually turn consumers off to the brand or business.

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What are your thoughts on the ideas on how to maximize your time on social media?

Location-Based Marketing

Location-Based Marketing

Why local search is the next frontier in marketing

 

At the start of my Emerging Media class, all that was on my mind was the rise of social media, but I was forgetting some other major changes in technology and the way we are conducting our web-based searches now and how that impacts our buying patterns.  One such example is location-based marketing.

The first thing to note in this infographic is that the more devices people have, the more times per week they conduct a search for things nearby.  This makes sense because someone who only has internet access on their home PC may look up a search prior to leaving their house but someone with a smart phone and maybe an iPad can continue to search as they are on the road.  It is a lot easier to find the closest Starbucks on your phone than on a GPS device and certainly easier than driving around in circles looking for one.  This is an important consideration for marketers as they look to increase local marketing efforts in 2013.

This infographic also shows what the most common things people are looking for in an internet search and how far they are willing to drive to get it.  Considering that 90% of people have made a purchase in a retail store in the past year and 77% have performed a local search, it makes sense for local stores to do everything they can to appear in search results for these consumers.

From caveman to modern day

Emerging media is a funny thing because the term “emerging” is dependent on the present time frame.  It is only “emerging” in that moment.  When we think back to caveman times, scratching rocks on cave walls to leave behind a written record was considered “emerging media” back then; although they didn’t know it at the time.  The new movie coming out called “The Croods” is a really funny example of this.  It is about cavemen and in one scene, the love interest of the main female character makes shoes for her.  Shoes hadn’t been invented yet so she screams in fascination and says she loves them…then quickly says, where are my feet?  The point is that evolution in terms of invention comes in many forms.  Just as shoes were new to cavemen, so was scratching drawings on cave walls.

In the medieval period, men began to use scrolls and ink wells to write manuscript on.  This was their way of preserving history.  Then we had the first newspaper advertisements in the early 1700s. From there, advertising start to pick up pace and led to advertising in magazines and the creation of advertising agencies in the mid-1800s.  Fastforward through history, and today all of those forms of advertising are referred to as “traditional” or “old” media while newer forms of media are emerging.  Advertising Age has a great timeline of advertising milestones found here: http://adage.com/article/special-report-the-advertising-century/ad-age-advertising-century-timeline/143661/

Today, due to the explosion of the Internet, we have internet advertising, personal and business websites, blogs, social media (Facebook, YouTube, Twitter, Instagram, Pinterest, etc), mobile advertising, and gamification today.  It’s almost overwhelming how digital and social media has exploded so quickly (in comparison to the time frame of traditional media).  In following blogs, I will address each of these types of “emerging media”.  I hope you enjoy!