Stealth Marketing using Vine  

Posted in Uncategorized on October 21, 2014 by bigfootcomblog

Ever wonder how brands get to advertise on Vine? Vine is a six-second video platform with about 40 million users – many of whom are teenagers. They are one of the largest social networks but don’t run paid advertisements. So, how are brands promoting their brand on this platform?

The most popular Vine users are being paid to “organically” incorporate products. Yes, brands use Vine to create their own videos but viewers get a different experience when the message is coming from an individual they’re fans of. The videos don’t have a “sponsored” or “promoted” label but instead, the brand or campaign is mentioned by a hashtag in the caption. Influential users have already been working with major brands like Coca-Cola, Virgin Mobile and Kellogg’s. Here, a popular Viner named Brodie Smith promotes  iHeartRadio’s Ultimate Pool Party in Miami with just a hashtag:

So, how do brands work with or find these top influencers? Advertising and talent agencies serve as the middlemen. Contracts and packages are being made. “The going rate for a six-second Vine is anywhere from $5,000 to $30,000 depending on the influencer’s reach and audience,” says Gary Vaynerchuk, cofounder of GrapeStory, a marketing agency that represents social media influencers. Sometimes brands will buy advertising packages that include multiple Vine celebrities. These packages can cost up to hundreds of thousands of dollars. Agencies create personalized social media strategies to fit the brand’s ad campaign or event.

However, not every brand can advertise successfully on Vine. Vine caters to users that are between 14 and 25 years old and that demographic might not fit with some marketing campaigns.

Did Burger King Copy Billy Eichner’s Signature Scream?

Posted in Uncategorized on October 14, 2014 by bigfootcomblog

Popular fast food chain, Burger King, has been the subject of a great deal of ridicule since debuting a new commercial that very closely resembles a segment on comedian Billy Eichner’s hilarious show, Billy on the Street. The ad features a tall, dark-haired man approaching seemingly unsuspecting civilians on the street and asking them about Burger King’s new 10-piece chicken nugget deal. On Billy on the Street, Billy Eichner frantically runs around New York City catching pedestrians off guard by asking them questions for the reward of a dollar, or just simply bombarding them with pop culture-based statements.

Of course Eichner didn’t invent the “man on the street” shtick, but it’s hard to deny the many similarities between his show and the Burger King ad spot. Not only does the man starring in the commercial slightly resemble Eichner, but the Burger King spokesman uses the same over-enthusiastic demeanor and even emulates Eichner’s signature screaming, which elicits a response from the teenage boys featured in the advertisement. In particular, the commercial bears a striking resemblance to a segment called “The Price Just Feels So Right,” which aired on Billy on the Street during the show’s second season in February 2013. Both the commercial and the TV show bit involve passionately asking participants the cost of an item, whether it’s Eichner’s ceramic pitcher or Burger King’s chicken nuggets.

Clearly Burger King wanted to save some money by hiring an unknown actor to star in the new commercial, but the current controversy could have been avoided by approaching Billy Eichner himself to be in the ad. Eichner is no stranger to using is dramatic persona to hawk a product, as he was featured in a series of Verizon commercials earlier this year using his signature “on the street” style. Hopefully Burger King has learned its lesson: you can’t get away with copying someone’s personal brand in this social-media savvy day and age.

Starbucks Takes a Jab at the Digital Age with New Ad Campaign

Posted in Uncategorized on September 23, 2014 by bigfootcomblog

Starbucks knows that it has an important presence in the lives of just about everyone these days. After all, it’s hard to walk more than two blocks in New York City without encountering at least one location of the iconic coffee chain. Every morning countless individuals grab a Starbucks drink to go on their way to work, school, or whatever the day has in store, but a new ad campaign aims to brand Starbucks into more than just a grab-and-go coffee joint.

The new Starbucks advertisements feature an iPhone-style text conversation complete with emojis, with the same exchange occurring out loud in the form of background voice-overs. The message of the commercials is clear: certain moments in life should occur face to face rather than over text. Each spot ends with the tagline, “Sometimes the best way to connect is to get together,” followed by the Starbucks logo. The ad never even mentions coffee, but instead focuses on selling Starbucks locations as gathering places for sharing life’s special moments.

Starbucks has never needed much advertising to sell its drinks and food items, as word of mouth and the general presence of lots of stores has taken care of that job for them. Instead, Starbucks has moved on to promoting their brand within the experience economy, selling the total package of both purchasing the item and soaking up the atmosphere of the establishment. The campaign just further cements Starbucks standing as the king of coffee chains.

SheRides, A New Taxi App, Aims to Level the Playing Field for Women

Posted in Uncategorized on September 16, 2014 by bigfootcomblog

New York City is currently in the midst of the taxi wars, as car service apps like Uber and Lyft duke it out with each other and with the official NYC Taxi & Limousine Commission. This week, however, a new competitor aims to reach a previously untapped market: female passengers who would prefer a female driver.

SheRides, as it’s known in the city, (SheTaxis is the official name in the suburbs, which could potentially create some confusion.) allows women to use a smartphone app to arrange for a taxi driven by a woman, a service that many who feel uncomfortable alone in a car with an unfamiliar man may appreciate. The company was founded by Stella Mateo, wife of Fernando Mateo who founded the New York State Federation of Cab Drivers, which represents more than 30,000 drivers. Ms. Mateo said that she wished something like SheRides had existed when her two daughters were growing up to provide them with safe rides to their soccer, basketball, field hockey and gymnastics practices. SheRides will also be useful for religious Jewish and Muslim women who not allowed to share a car with unknown men.

Stella Mateo also hopes that SheRides can help more women enter the male-dominated taxi transportation industry in New York. Only 5% of for-hire drivers, and just 1% of yellow cab drivers, identify as women, creating a huge gender disparity within the industry. So far Mateo has recruited around 100 drivers between the ages of 21 and 70, who proudly sport hot pink pashmina scarves to identify themselves as SheRides team members, but she’ll have to hire around 400 more to make the service viable. So far the demand has vastly outweighed the supply, with female residents showing a great deal of interest in using the app, but not as many people opting to become drivers themselves. SheRides launch was postponed due to this shortage, but new recruits are actively being searched for out of the company’s Long Island City and Mamaroneck offices. Some lawyers have spoken about the potentially illegality of discriminating against men in the hiring process, but it remains to be seen whether or not SheRides encounters such lawsuits.

Many women feel unsafe or uncomfortable riding alone in a car with a male driver, but SheRides aims to combat this. Though the app’s New York launch has faced some setbacks, Mateo is optimistic about its future and hopes to eventually expand to even more cities.

The All-New Bigfoot Communications Promo Reel

Posted in Uncategorized on August 19, 2014 by bigfootcomblog

Start leaving your footprint!

New Ads Feature Head to Head Competition between Microsoft and Apple

Posted in Uncategorized on August 11, 2014 by bigfootcomblog

The world of advertising has always been full of cutthroat competition among similar products, and the latest commercials for the Microsoft Surface Pro 3 are no exception. The ads are not subtle, and blatantly feature a direct comparison between the Surface Pro 3, and Apple’s MacBook Air in an attempt to showcase all of the reasons why the former is the better option for light, on-the-go computing.  

An obvious advantage of the Surface Pro 3 is its versatility, as it converts into a touchscreen tablet and comes with a stylus pen. These aspects of the gadget are showcased in a commercial called “Crowded,” which shows the Surface Pro 3 and MacBook Air going head to head while trying to complete the same tasks. The Surface Pro 3 easily allows the user to take notes directly on the screen using the stylus, while the Apple user would also have to own an iPad tablet to achieve the same results.  

Another ad, called “Head to Head” does a direct comparison, showing everything the Surface Pro 3 can do that the MacBook Air cannot. 

Each commercial ends with the tagline, “The tablet that can replace your laptop, which positions the Surface Pro 3 as an alternative to both a MacBook Air and an iPad. Clearly Microsoft is striving to make two pieces of technology obsolete at the same time. 

It remains to be seen if and/or Apple will retaliate against these potentially defamatory ads, but for now Microsoft has positioned itself in a pretty powerful place in the tech industry.

Facebook-Nonprofit bringing free, yet limited access to the internet for those in Zambia

Posted in Uncategorized on July 31, 2014 by bigfootcomblog

Internet_org_

 

In an ongoing effort to provide internet access to those unable to afford it, Facebook is backing a non-profit organization in which an app can provide limited internet access to those living in Zambia…for now.  Being given access to a handful of services such as health and employment opportunities (and of course Facebook), this effort to get more people online is quite a large step.  As of now, this app is limited to specific areas.  However the extent to which it could spread is quite vast.

Internet.org is the app.  Free internet is the service.  Now, free internet is quite an understatement as this app is quite limited.  Like all limitations, they provide room for disappointment and/or the yearning for more.  As this app is a great result from the non-profit, establishing a basis for those who are somewhat left behind in our technology era, the limitations are troubling as they fail to provide the information we all have access to. In some cases, an internet for the poor… but in other cases, a great opportunity to provide access to health, legal resources, and weather.

The main idea that backs this app is the realistic truth on how expensive data charges can be and thus limits the information that people have access to.  Provide free data, even if its limited to a few sites, provide information.  However, the other aim is to show people what they’re missing… and to basically join in on the internet fest.  And when people see what they are missing, they tend to want more of it… a taste just won’t suffice.  Therefore resulting in making a better effort to obtain their own wants and needs.

So… it appears to be a win-win situation, yet a bit troubling.  It could establish into something bigger and better- providing an ‘internet’ with access to everyday, human needs. And human needs only. If you want more… arrangements can be made, just not for free.

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