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The BTS shopping ritual itself has been transformed by digital and shifting trends in consumer shopping behavior. Based on data from the National Retail Federation, 25% of back to school shoppers are expected to hold off until 1-2 weeks before school starts. Budget-conscious family shopping behavior is also reflected in the NRF’s data, which shows a 20% increase in delayed shopping over last year.
Undoubtedly, Besson’s techno sci-fi metaphysical Lucy will entertain global audiences and probably cause some neuroscientists to quake. But, as the box office shows, popular sentiment is definitively more aligned with the ethereal Lucy and galactic Guardians themes than a mere mortal named Hercules.
Today the price for brand consumer loyalty has a new paradigm that not only requires constant and immediate engagement with stakeholders and consumers, but the implicit expectation of response and action 24/7 as well.
Brand sponsorships for the 2012 Summer Olympics in London round up some of the usual suspects, including Coca-Cola and McDonald’s. But the story unfolding today lies in the power VOC wields in the game of social media, now challenging corporate policy and impacting change in the interest of public health.
America’s prophylactic warrior is waging battle on a new marketing turf—social media. And as they say, to the victor goes the spoils—so what’s at stake for the mighty Trojan brand’s continued dominance in the U.S.
Just two days prior to Facebook’s IPO, peculiar as the timing appeared, General Motors (GM) announced it would be pulling its $10 million advertising from the social networking behemoth (approximately 5% of Facebook adjusted 2012 revenues), with automaker marketers arguing GM wasn’t seeing the ROI reflected in vehicle sales. The kerfuffle surrounding GM’s announcement resulted in a single day spike May 16th in GM social media conversations, according to NetBase analytics.
While the April-launch of the New York Yankees fragrance was immediately a hit in social media sentiment, the humorous comments are decidedly critical, alluding to the apparent dissonance of a “ballpark fragrance” in the New York subway system...
Based on early social listening about the full drag campaign, Barkley isn’t completely out of bounds. Even if the lip gloss and eye makeup throw men off, the NBA star flirtatiously re-assures them all with the humorous line: “But my eyes are pure guys.”
Despite the promotion of Jack in the Box’s Bacon Shake, the beverage has not yet reached cult status. A limited edition offer as part of the brand’s Super Bowl launch of the somewhat strange Marry Bacon campaign, Bacon Shake might attract more than just this year’s bacon-crazed “foodies,” but there is a caveat: It is not listed on the menu. As if intended to be some sort of clandestine offer, the beverage must be ordered by request by “those in the know.” (Maybe there’s a secret handshake?)
Social research alone should suffice in delivering to brand marketers a clear message not to trample on male (or female) sensibilities when it comes to dads and diapers. But trample they did. In Huggies’ recent Dad’s Test ad, fathers are portrayed as males who’d rather watch TV sports than change their baby’s diapers. So it’s no surprise America’s dads are angry.