IMC Hawks Blog

Tag: IMC

  • So If I Make A YouTube Video Will I Get Famous Too?

    pewdiepie

    Felix Kjellberg aka PewDiePie

    “Creativity out of necessity.” In 2005 the most successful free video streaming site was created by three college graduates who had a major dilemma…

    …They couldn’t find footage of the famous Janet Jackson “wardrobe malfunction” during the 2015 Super Bowl halftime show….

    And so YouTube was born.

    YouTube has evolved to so much more than a free and easy way to see inappropriate videos of celebrities. Now it’s so sophisticated that people can earn their livings video blogging, or vlogging, about anything they want. The site started with one unfortunate (or maybe fortunate, depends on how you look at it…) celebrity “wardrobe malfunction,” and now YouTube is making a whole new category of celebrities; self-made vloggers.

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    Jenna Mourey aka Jenna Marbles: YouTube personality, vlogger, comedian, and actress

    Just as YouTube has changed over the years, the vloggers that scramble to be the next big internet sensation have started to move from computer screens to larger ones. Jenna Mourey or Jenna Marbles as she is known on YouTube is the top female vlogger with well over 15 million subscribers which ranks her channel seventh overall. Mourey now can be seen in episodes of Epic Rap Battles in History, Fake n’ Bacon, and Ridiculousness. Hannah Hart who rose to fame with My Drunk Kitchen, and hosting cameos on Mental Floss sat down with People last week to promote her upcoming TV mini-series Electra Woman & Dyna Girl airing in 2016. Then there is PewDiePie, with 40 million subscribers and over 6 billion views Felix Kjellberg has raised YouTube vlogging to an art form. By basically inviting the world into his living room to watch him play video games, Kjellberg makes $12 million dollars a year and is helping to shape the indie gamer market. Like the Oprah effect, when Kjellberg mentions a game it sees a spike in sales.

    According to People.com, these YouTube blogger channels make the most money:

    1. Felix Kjellberg

    – $12 Million a Year

    Channel: PewDiePie

    Subscribers: 40 million

    Shtick: Playing video games and making jokes

    2. Ian Hecox and Anthony Padilla

    – $8.5 Million a Year

    Channel: Smosh

    Subscribers: 21 million

    Shtick: Live-action comedy sketches

    3. Benny and Rafi Fine

    – $8.5 Million a Year

    Channel: Fine Brothers Entertainment

    Subscribers: 13 million

    Shtick: Reacting to things

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    2014 VidCon Youtuber Convention

    YouTube has become so popular that they have dedicated a whole convention, VidCon, to the videos and YouTube “stars”.  VidCon features workshops and speeches on how to launch your own YouTube career, video highlights, and YouTube celebrities waiting to meet their fans.  For a few hundred dollars fans can attend the three-day conference, with varying levels of entry to events.  Tickets range from general entry at only $100 for the “Super Early Birds”, to $750 for the Industry Standard Price.  For those interested in the online video industry beyond basic video production the industry ticket is the way to go.VIdCon offers a variety of events for industry professionals including: seminars, keynote speakers, and helpful tips on how to use online video to promote your company.

    There are many benefits for marketing your brand via YouTube:

    1. Capturing attention: Posting creative content on YouTube is an easy way to catch viewer’s attention.
    2. High Traffic Volumes: There are over 1 billion users on YouTube which is an excellent platform to reach people all over the world.
    3. Viral Marketing: YouTube videos are easily shared between friends and family members and can be shared with others, thus creating a ripple effect.
    4. Multiple Video Marketing Channels: Creating and posting videos to YouTube is a powerful and recognizable way for users to view your content.
    5. Search Engine Rankings: Google owns YouTube, which why it is so highly ranked when you search for videos on Google’s page.
    6. Social Media Marketing Integration: YouTube videos can be shared via email, Facebook, Twitter, Linkedin, Reddit and other social media platforms.
    7. World-Wide Accessibility: Posting content on YouTube can be seen in 75 different countries, since YouTube is available in 61 languages. This is one the most effective marketing strategies since YouTube is available 24/7.

    Who are your favorite YouTube stars? Do you have your own YouTube channel? Share with us in the comments below!

    Aki Suzuki, Carey Poniewaz, Carey Shetterley, Lexie Trimnal, June Wilkinson

  • Donald Trump: An IMC Approach

    Donald Trump: An IMC Approach

    Donald Trump

    By Daniel Dawson

    The race for our next presidential candidates has been nothing short of entertaining this year, to say the least. The Republican Party’s posterchild, Donald J. Trump, is currently the frontrunner in polls. When Trump announced his presidential campaign, our nation couldn’t help but look incredulously at the millionaire mogul who’s already built his successful brand through business, franchises and TV networks. Despite bluntness, controversial statements and even discrepancies in political speeches, Trump has garnered the support of thousands of Republicans and the praise of being one of the most candid, or “authentic” candidates—but how and why?

    Perceptions of Authenticity

    Can a political candidate, or anyone for the matter, be authentic? In short, no. Or at least this is what Andrew Potter argues, author of The Authenticity Hoax, a 2010 book that criticizes the modern individual’s search for an ultimately unattainable “authentic” self.

    In his chapter titled “Vote for me, I’m Authentic” Potter delves into the issue of voter apathy in democratic societies and how political campaigning and the media affect this. Most of us are used to manufactured speeches and the all-talk-no-results perception of politicians—and there’s been a trend of voter apathy, or the choice to not vote, in developed countries.

    Trumps political extremism manufactures a perception of authenticity which could motivate U.S. citizens to vote who may consider themselves apathetic. He delivers seemingly uncensored and extemporaneous speeches—however questionable they may be—that echo his results-oriented business background. Why does he have a larger following than, say, Carly Fiorina, former CEO of HP and businesswoman alike?

    The Media Controls It

    Agenda-setting theory, anyone? This communication theory says that the media manipulates what the public thinks is important. Basically, whatever stories have the most coverage in the news become the “important” issues—the flavor of the week. Trump, for a variety of reasons, has been covered practically every day by some type of media outlet since he announced his participation in the race. You probably have read a story or two about Trump, even if you didn’t want to.

    In a recent example of agenda setting not involving Trump—who won the first Democratic debate? Major media reports that Hillary Clinton was the clear winner when, according to online polls, Bernie Sanders was voted the winner by viewers. Is this a disparity of choice or opinion? Potter writes, “The media’s pundit class feeds this gladiatorial conception of political debates by treating them as a boxing match, with the post-debate analysis invariably focused on who scored what points, and whether any of the candidates was able to strike the mythical “knockout blow” (p. 172). While the media like to sensationalize, there are other factors involving what the media cover. In short, the media, across multiple outlets, can report that Hillary Clinton won when voters disagree.  How do we evaluate the ways we receive our news?

    Trump’s Brand

    Like all political candidates, Trump is a brand. Donald Trump is a symbol, a message and a vehicle for his message. Trump is a business icon and has built an empire over many years, but why is Trump running for president, too? Political IMC is integral to the success or failure of a candidate’s campaign—establishing ethos, effective marketing, political advertising, event planning and speech writing are just some components that go into the branding of a politician.

    “‘’Some people think this will be good for my brand,’ Trump concluded, as deep as he probes. ‘I think it’s irrelevant for my brand.’” This blasé quote came from Trump himself in a feature written by Mark Leibovich in the New York Times Magazine.

    I disagree with Mr. Trump. For public figures, every extension of oneself, every action, participation, speech, statement, declaration affects one’s brand. One’s brand is the essence and the story of who they are. While Trump will probably only gain revenue and face time with his campaign, to say that it doesn’t affect his brand is nonsense. Whether it’s good or bad is a value judgment, but it’s fair to say that is not now, Trump’s brand will see the effects of this year’s political campaign.

  • Politics Are Funny

    The emails were really just used for “Fun woman talk” and the ‘“Unsexiest email ever to Bill Clinton”- Kate McKinnon impersonating Hillary Clinton in an Saturday Night Live spoof in March of this year.

    Beyond Bernie Sanders epic declaration “the American people are sick and tired of hearing about your damn emails”, McKinnon’s SNL spoof may be most well remembered moment in the Clinton email saga.

    McKinnon played Clinton in an SNL episode soon after the private email scandal first broke loose, while Clinton herself made a guest appearance on the show. In October Clinton made a second appearance on SNL taking full advantage of SNL’s comedic twist yet again. She tweeted after the show “A vote for Hillary Clinton is a vote for four more years of Kate McKinnon’s impression #citizens.”  Following the show, audiences began to see Hillary in a different light.  Previously, she had a reputation for being cold and dull.  Afterwards, audiences had a new respect for her and her ability to poke fun at herself, and make light of past situations she has been in.  Performing on SNL was helpful in Hillary’s branding, making her more relateable and “human” to the target audiences she wanted to reach as a democratic candidate for the 2016 presidential election.

    Screenshot 2015-10-29 17.56.31Clinton isn’t the first nor will she be the last politician to appeal to SNL’s satiric take on politics and the scandals that dominate campaigns and news headlines.  Presidential candidates alone who have recently made appearances or hosted SNL during their campaigns include John McCain, Chris Christie, George H.W.  Bush, Al Gore, Bill Clinton, Obama and Hillary Clinton herself. The SNL dynamic provides an alternative and juxtaposed coverage opportunity for politicians whom we associate with stiff suits, stuffy press conferences and distant televised speeches.

    Politicians employ multiple strategies of branding themselves, often with formal news based media, and traditional advertising and campaigning efforts, but SNl proved throughout the years that politicians can also make their campaign worth a few good laughs. When politicians choose to go on a comedy show like SNL is a step further than being interviewed by John Stewart or Stephen Colbert. SNL’s audience includes people who follow politics but also includes a whole segment of people who don’t. Appearing on SNL is a way for politicians to reach these publics and show everyone that they have a personality beyond formal media interactions. This recent movement for presidents and presidential candidates to act on SNL started with Gerald Ford and has been successful in adding positive aspects to their brand, just like the changed perceptions of Hillary Clinton.

    Donald Trump and his quote of the day have become America’s latest source of entertainment, leaving some Americans wondering whether his campaign is little more than a publicity stunt.  Whether you are a Trump fan or not, November 7th is not an SNL episode to miss out on. Trump will be hosting SNL bringing his own Trump style “authenticity” to the table. With SNL delivering its witty and sarcastic take on politics, viewers may just want to stop, put the remote down and kick back for what promises to be much more humorous than yet another presidential debate.

    Donald Trump

    Aki Suzuki, Carey Poniewaz, Carey Shetterly, Lexie Trimnal, June Wilkinson

  • Burger King’s Spooky Whopper

     Name three common fast-food restaurants in five seconds…. Go! Hopefully you came up with something along the lines of McDonald’s, Wendy’s, and Burger King. Since their creation, the trio have been constantly fighting for brand loyalty. In an effort to attract new consumers, each found ways of making their product unique. Recently, Burger King released the Halloween Whopper, a normal Whopper with a black, A.1 flavored bun.

    If you haveScreen shot 2015-10-28 at 9.54.51 PM Facebook, Twitter, Instagram or really any social media outlet, you probably experienced Burger King’s presence on social media. Before the launch of the Halloween Whopper, Burger King teased their consumers with a promo video featuring thunder, lightning, and a lunar eclipse with a black bun burger placed front and center – stating “Something Wicked is Coming” on Twitter.


    As the Halloween Whopper was announced publicly, Burger King released this press release: “Burger King Restaurants Unveil the A.1 Halloween Whopper Sandwich with A.1 Flavor Baked into the Black Bun.” stating this whopper was inspired by Japan’s specialized burger. They followed up by saying “    We tailored the flavor of the black bun to the American palate with A.1. sauce, a flavor this country loves, and we’re delivering it in a way that’s never been done before by baking it into the bun. It may look Japanese but it tastes like America.” The hashtags of #HalloweenWhopper and #SomethingWickedIsComing filled Twitter and other mainstream social media outlets because of the non-traditional appearance.

    Screen shot 2015-10-29 at 11.01.47 AMPeople who were daring enough to try it- are daring enough to share the results with the Internet. Twitter comments are consistent in complaining of a green stool (which admittedly sounds very unpleasant). This green situation might make you wonder, “What people are willing to try without pausing to consider what’s going into their bodies?” Burger King hasn’t publicly released the ingredients or replied to the negative comments. Burger King seems to be choosing silence as their strategy in this crisis, but Charmin has taken a clever chance to chime in. Comments such as “whatever the color of your buns, we’ll keep them clean”, posting a link to the Buzzfeed article on the green poo crisis. Negative or positive press, Burger King is taking over social media, 29,000 tweets in a single week. 

    America’s detachment from our food has reached crisis level proportions. We don’t know what the ingredients in our food are, where they come from, who grows and or genetically modifies them. And it’s not without its consequences; as a nation, we are morbidly obese and chronically unhealthy. This way of living is becoming very expensive. Health care for weight-related issues puts a huge strain on the health-care system. 

    Burgers turning our poo green is a light-hearted example, but shines light on the heart of the issue. We honestly have no idea what’s in our food, or how it affects our health, and we really don’t seem to care. This example reaches the point that a halloween themed hamburger is turning poop green and people think it’s hilarious. The food we eat literally affects all the cells of our body. This concept of detachment is what Marx calls commodity fetishism. When a culture forgets, ignores, or is otherwise separated from the source of a commodity (in this instance where food comes from), the culture becomes wasteful and overuses, almost always at the disadvantage of those who create the given commodity, and in this case ourselves as well.

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    We implore anyone reading this to once a week, once a month even, get together with friends and family and cook a meal from scratch. Be grateful for every ingredient.

    Have you tried the #HalloweenWhopper yet? Let us know your thoughts on this controversial burger.

    -Jonathan Callahan, Erin Fouhy, Julia George, Joseph Hines, and Sarah Suggs

  • Scaring Up An Audience

    Halloween is a lucrative season. In 2013 the holiday generated around $7 billion in revenue. Most of this get split up between costumes, candy, and festivities, including haunted attractions. Haunted houses bring in over $300 million every year, and it’s no surprise that such a profitable market would invest in integrated marketing communication efforts.In order for haunted houses to stay competitive every year they have to push themselves to darker and scarier extremes, Blackout: Hell at the Armory is a prime example. “I personally found this to be one of Blackouts best shows…It is a relentless bombardment of images, notions, experiences, sounds, lights and sensations that is designed precisely to have a lasting effect on your psyche. Not a haunted house, but a haunting one (HorrorBuzz.com).” With a customer base that desensitizes themselves more every season, marketing efforts needs to be enticing without giving away the big scare.

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    Haunted Houses represent a niche segment of consumer goods yet are successful in generating a respectable amount of hype for being such a  specialized product. Haunted houses must keep up with products that are relevant year round, even when their product only appeals for less than two months to audiences whom acknowledge the Pagan tradition. Experienced haunted house brands and experts who have thrived in the industry have confirmed strategies that work to showcase haunted houses, taking advantage of the entertainment, and community gathering aspect of the industry. We have compiled a list of those tips that stood out as most effective.

    Tips for marketing a haunted house:

    1. Free stuff! People love free stuff and it is a fast way to grab the public’s attention because their is no risk involved. Stickers, buttons, t-shirts with the haunted house advertised on them are just a few ideas!
    2. Local advertising through as many mediums as possible, whether that be radio ads or local television promotions. This encourages the community to unite to support a local business rather than traveling hours to pay for one that has no ties to the community.
    3. Paper advertising can also be an effective way to promote your haunted house. Come up with a logo, a print ad or brochure to market yourself and hand it out everywhere you go. Become a walking advertisement for your haunted house.
    4. Save a tree and start a blog. Social media is an effective way to reach a large audience.Take charge of these opportunities! Make a youtube channel, a Twitter which constantly teases the attractions highlights, and facebook facebook facebook. Facebook in particular has proved especially useful for promoting haunted houses through creating event pages and inviting friends which leads to a domino effect of community hype.
    5. Attention to year round marketing! The attraction may be once a year but that doesn’t mean the marketing gets to go into hibernation along with the house itself. Make sure to keep your audience’s attention year round by asking for them to subscribe to emails or social media updates that  build anticipation for the upcoming haunted house. This can also be done by updating the website and social media with monthly clues for new themes or mini contests that reward participants with discounted entry!

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    What are your Halloween plans? Feel free to check out the Museum of the Bizarre located in the heart of Downtown Wilmington. It is open all year round and offers a similar atmosphere to a Ripley’s Believe It or Not according to tripadvisor.com. Pick any spooky night in October to see the store transform into the Museum of Nightmares. Filled with special effects and actors, you will be sure to get your money’s worth for 20 dollars to visit this local attraction! Visit their Facebook page: Museum of Bizarre to find out more information!

    By Aki Suzuki, Carrie Poniewaz, Carey Shetterley, Lexie Trimnal, June Wilkinson

  • Bier, Bratworst, Lederhosen, Oh My!

    OktoberfestCheers/Prost! Oktoberfest is known as a celebration of beer, food, and all things fun in Germany. But, the festival’s roots extend into a more romantic history. What is today’s excused to consume different breweries, German foods, and participate in many activities, started as a way to celebrate the marriage of the Crown Prince Ludwig and Princess Therese von Sachsen-Hildburghausen on October 12, 1810. This couple took the concept of an “open bar” wedding to new levels, by having a festival five days later with horse races, performers, and Maerzen beer- an amber-gold lager with 6% alcohol and unique German hops. Over time, the festival has been tweaked and embellished with details like lederhosen and dirndls for the attire, parades, and multiple pubs in participation. More than 7 million people attend the opening ceremonies, and many are entertained from the first Saturday in September to the first Sunday of October.

    When you hear Oktoberfest, what do you think? Many individuals go straight to, “beer festival!” But, Oktoberfest is not a beer festival per se. We know… you’re probably experiencing shock and horror. What you are feeling is cognitive dissonance, experiencing a feeling of tension when your beliefs do not align with actions. There is nothing wrong with thinking Oktoberfest is a beer festival. Since Germany’s brand is associated with beer- that assumption is not far off. But as we stated before, this festival was originally to celebrate the marriage of two individuals in the 1800’s and as time went on, the original meaning faded due to tourists and lack of knowledge.  

    OktoberfestMovie_Teaser_PosterSo how did Oktoberfest get this brand associated with drinking beer and eating German foods? Besides the stereotype that Germans drink beer heavily, marketing through mass media has played a part in portraying this brand image. Popular movies such as Oktoberfest (2005) and Beerfest (2006) depict the common beliefs, attitudes and habits of what is assumed to occur at the festival in Munich, Germany. Since this event has been successful for the past 182 years, it’s brand engagement has spread internationally. The annual festival has become so large that Canada, Brazil, and Hong Kong are just a few countries that try to replicate it. In Michigan, as an imitation of the horse race they hold a Weiner dog race. The festival cliche does the marketing itself. A huge gathering with access to lots of food, drinks, and exciting activities! Who could turn down this celebration? People get excited about experiencing the brand of Oktoberfest that provides the collaborative culture.

    Lucky for us, we don’t have to travel to Munich to have a festival. Germany may have been the first to hold Oktoberfest, but the United States hasn’t missed out on the fun. Here are a few American cities who have taken their own twist on this German tradition.

    • Cincinnati, Ohio: Known for having the world’s second largest Oktoberfest, right behind Munich. Covering six blocks of downtown, the festival holds events which are quite unique:Running of the Weiners- Dachshund Dog race
      • Bratwurst-eating contest
      • Playing of the largest collection of Alpenhorns-Long wooden horn musical instruments.
      • As if the events and size are not enough, party goers can attend this festival for free!oktoberfest_mashup600x422
    • Glendale, Wisconsin has held its own Oktoberfest for more than 60 years. With its German roots dating back to the early 1800s when German immigrants first settled. This festival has a heavy focus on different foods:
      • Bratwurst, Spanferkel (pig roasted over a spit)
      • Pretzels
      • Beininstich (vanilla custard-filled dessert topped with almonds)
      • This festival occurs every Friday and Saturday night in September!
    • Mount Angel, Oregon hosts an Oktoberfest complete with bands, music, and dancing. The streets are lined with food and entertainment booths called Biergarten, Wiengarten, Prostgarden and Alpinegarten  – offering pretzels, German chocolate cake, sausage and wurst. This festival you don’t have to leave the little ones at home! That’s right – the festival has a “Kindergarten” with face painting, pony rides, and a petting zoo. Kids can participate in the Oktoberfest fun, despite being unable to fill their steins with cold brews like their parents.

    Revellers salute with beer after the opening of the 179th Oktoberfest in Munich September 22, 2012. Millions of beer drinkers from around the world will come to the Bavarian capital over the next two weeks for the 179th Oktoberfest, which starts today and runs until October 7, 2012. REUTERS/Michael Dalder(GERMANY - Tags: SOCIETY ENTERTAINMENT) ORG XMIT: MDA28

    It’s interesting to look at the way words and symbols change over time. If you look through the history of any phrase or word, you will find the meanings behind them are often changed or have evolved over time- often landing far from where they started. This is explained in part by the theory of semiotics of language. Words take on new meanings, sometimes intentionally, most times naturally. In this case, we are applying the theory to an event, which is not its original purpose. You can look back year-by-year as the Oktoberfest transformed from a horse race that celebrated marriage, to an international beer and food festival.

    The 2015 Oktoberfest brought in 5.9 million guests from Munich and all over the world! This fall festival is on our bucket list, what’s on yours?

    -Jonathan Callahan, Erin Fouhy, Julia George, Joseph Hines, and Sarah Suggs

  • Commodity Fest

    Here at UNCW, you are more than likely going to hear someone rave about the upcoming annual Beer & Wine Festival in October. The tickets range from $40- $75. This is a relatively decent price for college students to pay to drink unlimited beer and wine, but more often times than not festivals are expensive…think Bonnaroo or Firefly. With bills, student loans and other debt it can be hard for students to afford the ‘extras.’ Because of this, some students look for more affordable ways to attend festivals. Students can volunteer and attend the festivals for free admission. They can help sell artist CD’s, setting up tents, chairs and other items, or even being a door monitor for the event making sure all patrons are wearing the correct wristband. If you aren’t interested in being a volunteer, you can always turn to the internet to help you find cheaper tickets.

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    groupon.com

    Groupon is a deal-of-the-day coupon service that has become widely popular in today’s consumer market. Groupon keeps its brand relevant by updating its electronic coupon offers every 24 hours, providing customers with recommendations for nearby businesses in addition to a 40 % to 60% discount upon purchasing the service.  As many internet based start-ups like Scoutmob and LivingSocial prove, marketing services online allows a much wider potential consumer base to become more aware of what commodities are out there and more likely to invest in them. Groupon typically is associated with promoting restaurants and stores, but consumers can also turn to Groupon to get access to their festival of choice. Groupon offers discounted entry into a wide variety of festivals from culinary to cultural or holiday themed fests.

    polish girls
    ststanspolishfestival.org

    Groupon contributes to the commodification of festivals by providing a means of access for people outside of the culture and community, and more affordable prices for everyone. Festivals are becoming more of a commodity than a cultural event. For example, St. Stanislaus Roman Catholic Church in Castle Hayne, NC holds an annual Polish Festival in November. On their website, they claim to be “authentically” Polish, featuring food, beer and wine, dancers and music, and traditional Polish activities. However, the festival loses its cultural authenticity by harnessing Polish culture and turning it into the opportunity to create a consumer experience with the selling of cultural foods, activities and entertainment. Commodifying festivals can even instigate business partnerships such as the Annual Polish Festival teaming up with Front Street Brewery to make a special Polish beer made for the occasion. Commodities are goods that are bought and sold in a social system and a commodity culture is when those goods are central to cultural meaning. From a small farming community celebrating the harvest to Bonnaroo, festival’s are a way to promote cultural goods.

    polish fest
    ststanspolishfestival.org

    http://www.ststanspolishfestival.org/

    http://www.lighthousebeerandwine.com/about-beer-festival/

    • Aki Suzuki, Alexis Trimnal, Carey Poniewaz, Carey Shetterley, and June Wilkinson