Monthly Archives: February 2014
Do any of you remember seeing this commercial?
Whether you’ve seen it or not watch it again, and see if you notice anything different.
First and foremost I would like to thank not only Lt. Chuck Nadd, but the many other armed forces personnel who fight for our country everyday. If it wasn’t for you we wouldn’t be living in the greatest country on earth.
As for this Super Bowl, Super Bowl XLVIII, I don’t think many of the commercials made a lasting impression on me as this one did. It was a deep commercial which commercialized the “American Soldier”, in this case Lt. Chuck Nadd. I don’t mean any disrespect to him or any other soldier, but Budweiser, in this case does a great job to play with our emotions.
If many of you watch the Super Bowl as my friends and I do, and have done, you wouldn’t be able to hear a door bell with the sound coming from the TV. That being said…Once this commercial came on it had many heads turning to the TV as the song “I’m Coming Home” by Skylar Grey started playing. Watching the commercial, I couldn’t stop from glancing at the many peoples facial reactions that were present there. You could sense the emotions in the room at that point. But, this is not the single reason why I think this commercial was the best of the commercials shown during Super Bowl XLVIII.
The second reason I believe this was a great commercial is the use of the Zeigarnik effect. For those that do not know what it is, you can easily ‘Google it’, or keep reading. The Zeigarnik was a discovery made by Bluma Zeigarnik. Interestingly enough, she as was I were both born in a small country, Lithuania, in Eastern Europe. Though it is a very small country of under 3 million, the people have achieved very much, but this maybe for another blog.
The Zeigarnik Effect, as defined by ‘Psychwiki’, is “the tendency to experience intrusive thoughts about an objective that was once pursued and left incomplete (Baumeister & Bushman, 2008, pg. 122). The automatic system signals the conscious mind, which may be focused on new goals, that a previous activity was left incomplete. It seems to be human nature to finish what we start and, if it is not finished, we experience dissonance.”
One example of the Zeigernik effect is having an advertisement in which you have a sentence saying something but leaving out a word, causing the person looking at the ad trying to figure out the word which is missing. Many psychologists have done research on this topic and have concluded that when you leave out information, the human brain will not only try to resolve the issue, but the person will also remember this information better. As stated by Heimbach and Jacoby, from Nationwide Research Center and Purdue University respectively, in an article for the Third Annual Conference of the Association for Consumer Research titled The Zeigarnik Effect in Advertising, “Since Zeigarnik’s (1927) classic study, it has repeatedly been demonstrated that incomplete tasks are better remembered than complete tasks (cf. Butterfield, 1964).”
Now looking back at the video, at the 0:38 mark, Budweiser’s entire name isn’t shown. At this mark the only letters revealed are the beginning ones…”Budw”. A few scenes later, at the 0:44 mark, the next few letters are revealed…”weis”. Notice also the song in the background, how brilliantly it was used to anchor their brand while using the Zeigarnik Effect.
Genius Advertisement! Very Clever!
Now watch the video again, what do you think?
Was one of those brands an antivirus software company? If yes, get help. If not, keep reading to see why Norton Antivirus may be one of those brands actually worth getting a little excited about.
The antivirus software industry isn’t exactly known for innovative, creative or funny marketing campaigns. It honestly seems that most of the interaction between the majority of the population and antivirus software is clicking the “NO” box when asked to renew a 30 day trial. Fortunately, there’s nothing about any of this that means things need to stay this way. In fact, Norton may have just broken the proverbial ice with a brilliant little Facebook post.
Remember a few days ago when you couldn’t turn on your television without hearing about everyone’s favorite Canadian pop star? As one CNN anchor put it, “the most important story of the week”. In a week severely lacking subtantial news stories, like massive riots in the Ukraine, the Sochi Olympics, severe chemical spills in West Virginia, and an upcoming State of the Union address, I am glad our largest media outlets chose to focus on the news that truly matters.
But, I digress. Norton was able to brilliantly leverage this absolutely insane level of coverage to their advantageby posting the picture to the right up on their Facebook page.
Did you laugh? I definitely did when I first saw this post come up in my Facebook feed.
As of the time of this blog being written the post containing this picture onNorton’s Facebook page has reached over 14,000 likes, nearly 12,000 shares and just shy of 700 comments. For reference, the average across the last 3 visual posts by Norton would be 38 likes, 3 shares and 1 comment. I’d say the marketing team at Norton did a good job with this one!
In a year where McAfee is absolutely reeling as they attempt to rebrand into Intel Security, Norton couldn’t have chosen a better time to go viral. By going viral on Facebook Norton have likely exposed themselves to thousands of individuals they otherwise would not have reached, especially those young folks that will become the future customer base of Norton.
I just wanted to share this with all of you and I hope you got as much of a kick out of it as I did! This is really just a great example of how creativity can help in making your content stick. Norton’s marketing team took a current news bit, and instead of just writing a blog post about it decided to make a simple but funny visual piece of media out of it. Simple, but brilliantly well done, and all within Norton’s current brand scheme! I’m in content heaven, guys.
Stay creative everyone, inspire yourself every day.
To the marketing guys at Norton who drew up this great bit, keep up the great work. No pressure.”
Taken from MediaWizardz blog titled “Why the Norton Marketing Team is Winning Newsjacking in 2014” by Michael Korolishin.
What do consumers do when they are going through the purchase decision? They gather information. But, do they gather information for all the options? Most likely the answer is no, they do not.
Consumers tend to stick to certain brands they trust. This is very important for not only organizations, people and businesses to understand.
Lets take a theoretical situation where John is looking for a surround sound system. After getting off of work on Friday, John stops at a gas station to fill up his car. While he is standing at the gas pump, day dreaming about his choices for which sound system he would like to buy this weekend, a person walks up to him asking him if he would like to buy a surround sound system for $150 (a friend of mine was approached and given this price). When I bought a BOSE surround sound system, I paid upwards of $800 for it. If you were John would you pay cash for a surround sound system sold on the street. In most cases no you wouldn’t, because you have no trust in the person selling it, and you would also have to trust that it actually works.
Lets look at another example, this one taken from “The Brand Gap”, written by Marty Neumeier, a book I read a few years ago. Looking back, before the Revolutionary War of the United States, when there was also paper currency. But right after the Revolutionary War paper money became much less valuable than previous to the war. Silver and Gold became currencies that people of that time could trust. Since then, it took close to a few hundred years in order for citizens to accept Silver Certificates as a substitute, even though they were still backed by metal reserves. Further, it wasn’t until a hundred years later that we were willing to accept Federal Reserve Notes, which aren’t even backed by metals but instead by the brand of America. Quickly afterwards in the book Neumeier writes “Will we soon be ready to accept international cyber-currency as an improvement on credit cards? Sure, if we can trust it.” (This book was written almost ten years ago)
Nearly ten years later we are seeing just that, the acceptance of a cyber-currency named ‘Bitcoin’. Why are some companies from all over the world taking it as a form of payment, why is an individual selling his house in the Hampton’s for Bitcoins? The answer is simple, we are beginning to trust it.
Much like trusting a person, or a form of currency when we make purchase decisions we are engaging in trust, whether it be the brand of a product, or a brand of the distributor. Nevertheless we are Trusting The Brand. We trust the brand because of previous experiences, word-of-mouth, or the fact that the brand has been around for many years. There are many reason why we trust certain brands, but this trust from consumers is very important.
How do you get consumers to trust you? How do you get a person to trust you? Through time and actions can a perception of trust come about.