Subscribe
Subscribe
Trend: Reality Advertising
Written By Josefine Koehn on Friday, November 24, 2006 at 11:59 PM | In Marketing Trends, USA, Japan
Consumers are equipped with a product to create a reality show like documentary about their experience.
Trend Description:
Reality Advertising takes the idea of consumer-generated media and consumer generated advertising a step further. Marketers are not only looking for input from their target group, they are letting consumers create the marketing for a certain product. Equipped with the product, the selected consumers are asked to document their experience – like a self-made reality show, more or less.
Cases:
Chevy: Livin’ Large
Chevy asked 14 students from seven US universities to live for one week in the Chevy AVEO, parked on their campus. Except for some short brakes (for attending important classes and using the bathroom), the students had to spend every day from October 30th to November 3rd in the car, visible not only for their campus peers but through web cams and daily blog entries for the entire nation. Each day they also had to compete against each other in a “daily challenge”, like organizing a scavenger hunt from inside the car, creating a political-style ad or getting as many people as possible to put their hand on the AVEO. In the end everybody got to vote which team “was living the largest”.
Nissan
Nissan chose a customer to live for 7 days in the new Nissan Sentra. The website features a blog and a short film by “customer” Marc Horowitz which shows him doing everything he would do on a normal day from his car: preparing meals, sleeping, working, socializing. For the whole week, Marc is not allowed to go back to his apartment, he takes showers under a garden hose, sleeps in his car next to an airport, invites friends to visit him in his new Sentra and works on the backseat on his laptop – all according to the marketing slogan of the new Nissan Sentra: “You could pretty much live in it!” The short film was also used to inspire the TV commercials for the Sentra.
Intel Centrino Duo Blogger Challenge
At the beginning of October Intel gave six laptops to well-known bloggers and challenged them to share their views on blogging, the blogosphere and technology. There is an expert blogger on gadgets on technology, on family issues, on food, the city, videos, and a mystery blogger. Whoever could guess the identity of the mystery blogger right, received a prize from Intel. Apart from the promotional aspect, the aim of the campaign has been “to stimulate discussion and bring bloggers together regardless of their categories.”
Life-Model
Brands like Nokia and Apple have hired models to promote their products live in a window display. Spotted by Flickr/Adrants in a huge shopping center in China (not Japan as stated in the Adrants article).
Trend Impact:
With all the hype around consumer-generated media, Reality Advertising campaigns hit the “zeitgeist”. Furthermore, Reality Advertising play into the trend of experiential marketing and reality-media both popular amongst consumers so we are sure to see more popping up around global hotspots in the near future.
Links:
Chevy Livin’ Large
Intel Centrino Duo Blogger Challenge
See our related trend postings on:
 |
|
|
|
|