CCT+356+-+Online+Critique



Anyone have a fond memory of eating Kraft Dinner? I am having one right now.....

Kraft Dinner created an interesting way on creating brand awareness by an online campaign on Facebook and Youtube call the //KD Battle Zone//. This drives a larger marketing campaign (offline that leads to online) by the appeal of consumer involvement. The campaign consists of 5 online challenges that run two weeks each. Launched on January 9th, this campaign is currently has “KD Photo Bombing” and “Get GIF-y With It” as challenges for consumers to take part in. The interesting part of this campaign is that it initiates offline but propels online through Facebook and Youtube.
 * __Brand__**

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I came across a short version of the lengthy video when watching a television series online (Monday January 30th). Following the advertisement, was the Facebook URL, for more information on how to participate and extended version of commercials.
 * __When did you see the campaign and where?__**

From the photos that are uploaded on the KD Battle website, seems to be targeting adolescents to older adults. Although this seems to be the average age of users, there are pictures with babies and toddlers (assuming their parents are the ones that are participating). Essentially, this campaign is for anyone that is computer literate, have access to media devices and love KD.
 * __Who is the target audience?__**

There are several interesting techniques that Kraft Canada utilizes. First is creativity. By creating several challenges that users can take part it, a high level of creativity is needed to gain the most votes. Another interesting technique that is used is the reward; bragging rights. There is no monetary reward or prizes for each completion other then bragging rights. I think that this is an extremely different way of getting people to partake in this campaign. There is an also ongoing challenge which keeps the user engaged for at least 10 week in total (5 challenges every two weeks). Senior brand manager Jordan Fietje at Kraft Dinner states that the number of Facebook fans rose 120 000 in just 5 days (Laird, 2012). Although it is not an unfathomable number, it is still a jump in active users, which is the purpose of this campaign. Also the same two figures (two young adults) are consistent in the advertisements on Facebook, Youtube and on television.
 * __What techniques did this campaign use?__**





I think that with time, this will be a great campaign. Campaigns doing extremely well are reliant on strategy and timing. This campaign has not done horrible which is a good sign. Looking at all the means in which they try to attract the consumer (online and offline), there is a link between all mediums. If the an advertisement is on television, there is a link to the Facebook page and when the viewer visits this page Youtube videos and official website. Once the initial interest is gained, it is easy for the user to move around from one online resource to the next, because the information is already at the users disposal. Fietje talks about the success of the campaign and concludes “I hope it will pick up even more than that, but it’s a good sign. Its shows how much love these consumers already have for Kraft Dinner and they’re chopping at the bit to start talking about it with a program like this.” There is room for improvement. I believe that the concept in great but and better incentive might help boost the amount of participants. Overall, the campaign is doing well.
 * __Are these techniques effective? Why or why not?__**

//http://www.marketingmag.ca/news/marketer-news/kraft-dinner-wages-online-battle-for-new-campaign-44237//

Join the Rebellion...

The Greenpeace Dark Side VW's Campaign is a spoof on the the Star Wars campaign by Volkswagen launched in 2011. This is an interesting campaign because it is a non-profit organization campaigning against the use of Volkswagen cars. This campaign was made to fight the use of Volkswagen cars due to the high C02 emissions and lobbying against policies for ecological change.
 * __Brand__**

Volkswagen Campaign

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VW Dark Side Campaign

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I have seen the Dark Vader commercial sometime ago. Following various links to different commercials of the campaign and accidentally stumbled across this campaign. Initially I thought that it was part of the campaign as it uses all the components of the original campaign. As you visit the website, the viewer becomes aware if the issue as more information is presented.
 * __When did you see this campaign and where?__**



This is a non-profit campaign that aims to bring awareness to the actions of Volkswagen. The campaign exposes the short falls of the auto company. Volkswagen does not support important legislation that will help the environment become a cleaner place as well as improve the design of their cars to be more efficient and environmentally friendly. The link titles VW's Secret plans is a detailed report on manufacturing practices and emission rates of the vehicles. Also in the report, top competitors in the industry that are raising above Volkswagen as collaborators in a healthy environment.
 * __What are they trying to advance?__**





The target Audience of this campaign is anyone that is trying to or interested in creating a healthy and cleaner environment for the present and future. This campaign I would say is trying to reach out to those that buy Volkswagen vehicles and/or live in European countries. The efforts of Greenpeace look closely at the legislation in Europe that Volkswagen is working against.
 * __Who is the target audience?__**

Greenpeace uses the Star Wars theme as a parody. In this campaign, Dark Vader is not the cute kid pretending to be a villain but actually portrayed as a villain, represented the use of Volkswagen vehicles. The Jedi represent the Greenpeace movement. The Website is the portal for all information on the “Rebellion” and information on the dangers of Volkswagen being a leader in the automotive industry. These from the movie such as “Jedi Training” clearly draw the line between good and evil. This feature allows users to gain access to information on how to become an activist and also how to change Volkswagen is you already have purchased a vehicle.
 * __What techniques did this campaign use?__**

Since this is a non profit campaign I believe that using the Dark Side as a parody is a brilliant way of reaching out to the same audience. The website that corresponds to the Greenpeace campaign allows the user to access all information which makes it easy for the user to partake in the rebellion. Because this is a non-profit campaign it is hard to measure how many people are active users, but a good gage is counter on the top of the website that gives you number of people that have joined the rebellion. To this date, 505247 people have joined. More importantly then success is the amount of people that choose to make a stand. Most campaigns are made to generate some sort of revenue from views or buying products, but this campaign is used to bring awareness with no monetary reward. I think this is a smart marketing strategy to use in order to create interest in the cause. Such campaigns are hard to go viral but there is much potential in this campaign. Join the Force!
 * __Are there techniques effective? Why or why not?__**

//http://www.green-blog.org/2011/06/28/greenpeace-shows-the-dark-side-of-volkswagen/// //http://www.greenpeace.org/canada/en/Blog/join-the-rebellion-and-turn-vw-away-from-the-/blog/35477///