IMC Hawks Blog

Category: Celebrities

  • “Saaaay Instagram!”

    Instagram is a mobile social media network. Pictures are the only content users can upload. There are no clickable links. Nor are there special types of profiles for businesses or celebrities. By doing this, Instagram has in a sense leveled the playing field. Brands, as of now, cannot pay to have their content promoted or purchase any sort of advertisements on Instagram.

    So why would a brand be interested in this? There doesn’t seem to be an advantage from a business perspective. How could a brand get the word out about their Instagram without being able to promote within the network? This is where the share ability on Instagram comes into play. Instagram users have the ability to share their Instagram posts on Twitter, Facebook, Tumblr, Flickr, and Foursqaure. Additionally, brands can use relevant hashtags on their pictures to draw Instagram users who may be interested in what they are Instagramming to their business account.

    Now that it is clear how a brand could draw traffic to their Instagram, it is interesting to look at the content brands post on Instagram and how these posts contribute to their brand identity. The content of the posts will vary on the type of brand and each brand’s individual needs. For example, Taylor Swift utilizes Instagram as a way to communicate her thanks to her fans and visually share parts of her life with them. Many celebrities use Instagram in this manner. It is effective in helping fans see celebrities as relatable people, and makes them seem less out of touch with the everyday reality.

    Larger brands can also use Instagram in a variety of ways. Two of the largest brand accounts on Instagram offer an interesting comparison. Starbucks uses pictures taken of their products by customers that hashtag pictures with “#starbucks.” MTV takes pictures of celebrity visitors, backstage/onstage at awards shows, newly released videos or singles… anything that is happening at MTV is pretty much free game. Is one better than the other? The answer lies in brand identity. Starbucks strives to make a heartfelt connection with their customer base, while MTV relies on sparking their customers interest with the celebrity factor. For Starbucks, trying to make a heartfelt connection works. While they are an international chain, as a brand Starbucks wants to keep that feeling of the neighborhood coffee shop alive yet still provide consistent products globally. By highlighting the existing Starbucks customer base, the brand still appears personal.  MTV takes another route by using Instagram to revive their brand identity of music television. The majority of their Instagram is focused on new songs, videos, and musician sightings. This is a major change from their actual televised programming which ranges from scripted shows such as, Awkward. to reality shows such as the infamous Jersey Shore. By using their Instagram to focus on their musical brand identity, MTV is returning to their roots. Instagram is a way to appease the viewers who prefer the old MTV without all of the television shows.

    Whether it be your average individual using a filter to feel artsy or avid Starbucks drinkers expressing their love for a drink, this social networking site is creating a sense of community through a few simple taps on your smartphone. Brands can use this sense of community to make their customers feel more in touch with their products. Try scrolling down Starbucks’ Instagram feed without having your mouth water! Now where’s my Pumpkin Spice Latte?!

    – Alexandra Huss, Caroline Merrill, Alyssa Morrello, Lauren Van Trigt, Dann Williams

  • “Google Chrom-otional”

    The number one purpose of television commercials is to make the consumers believe they need a product. Many companies rely on humor or a catchy jingle to gain interest in their product. Another tactic that can be a tad more difficult to accomplish involves making that emotional connection with the viewers. Evoking an emotional response through the use of commercials has proven especially hard to do these days. It is difficult for companies to make an emotional impact on their viewers with such little air time. Additionally, companies face the difficulty of connecting the commercial’s story-line to the lives of a diverse group of viewers. Despite these challenges, Google Chrome has released a series of commercials that have actually been able to tug at the heartstrings of many viewers.

    These new advertisements not only display all the features that Google Chrome has to offer, but they are also able to leave a lasting impression on those who watch them. This emotional connection Google is able to make with the audience sets their advertising apart from competitors. They do this by using the short time of the commercial slot wisely. Instead of trying to get a jingle stuck in your head, they create what could be described as incredibly short films. By telling the audience a story, Google does more than show the audience a product. The audience feels a connection with the characters in the commercial. This type of connection is what Google is counting on. Their slogan “the web is what you make of it” gives the consumer the creative freedom to express themselves in any way, shape, or form. It challenges us to showcase our thoughts and to put ourselves out there in a way that has not been possible before. This is Google’s way of saying, “look what has been done, what will you do?”

    Google has also conquered an even harder challenge with this advertising campaign. Making superstars relatable is a challenge many people face working in the entertainment industry. Google managed it in just around one minute. One might think using Lady Gaga as a spokesperson would make a product seem out of touch with this world. However, Google focused in on how she draws support from her fans and showers them with love. All the while she is encouraging them to be who they are. It is hard not to be a Lady Gaga fan after watching the video. This is what makes Google Chrome’s campaign so successful. Not only does their product look good and have celebrity endorsement, the celebrity also looks good and the fans feel included in the production of the commercial as well. Everyone wins.

    Google Chrome has also recently made a commercial depicting the interaction between a father and daughter. The daughter, Jess, is struggling to find her place away at college and her father is her main support system as her mother has passed away. The commercial demonstrates the benefits of using Google Chrome to communicate and presents the ability to support loved ones even though they may be miles away. This commercial touches not only the hearts of homesick college students but also the parents suffering from empty nest syndrome. Suddenly, Google Chrome is a light in the confusing darkness and it can satisfy all of a family’s communication needs. Again, everyone wins.

    Google Chrome has taken a risk by using an emotional appeal in their recent commercials, straying away from the many humorous or just downright strange commercials aired today. The integration of Google Chrome as an instrument to change human behavior is a major move on Google’s part. The notion that we can use Google Chrome to improve the way we live our lives is bold, but after all… the web is what you make of it.

    – Alexandra Huss, Caroline Merrill, Alyssa Morrello, Lauren Van Trigt, Dann Williams