USA Today ran an interesting article on how businesses marketers are targeting college students on spring break. They're advertising in the hotel rooms rather than the bars. There putting there logo on pillow cases, shower curtains...You name it.
Check out this quote by one marketer as he is thinking about how he will know if he is successful, "You want to come up with content cool enough that they will want to steal it," says William Gelner, group creative director at Axe ad agency BBH. "That's usually a good indication people like what you're doing. ... Hopefully, all of this stuff will be stolen and put to good use in fraternities across the country."
Since when did we start evaluating our effectiveness in any area of life, including business, by breaking moral codes? If they're stealing the product is there really any value? Does stealing lead to buying?
I am guessing the guy thinks that stealing stuff will probably be way down on the "sin scale" as it relates to the "other" activities spring break students will be engaged in.
Wednesday, March 22, 2006
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6 comments:
What a great chauchky! The ultimate give away or is it “got cha!” Why, because the kid thinks they are getting away with something, stealing, when in reality the shower curtain with the ad on it was provided by the company whose ad appears on the shower curtain and strategically placed there to be taken. Like when you attend an exhibit and exhibitors are giving away pens, water bottles etc. Are you really interested in the company or are you thinking “cool, a pen!”
Only this time the kid really wants it and will more than likely hang on to it and use it for years to come simply because of the story behind the shower curtain and his thinking that he stole it. Emotional attachment is vital to any marketing campaign.
Great point though about the moral obligation that is being bypassed.
Good thoughts fish...
I like your comment on emotional attachment.
But does that mean that they will buy the product later, or will it just be a freebie that's part of a larger story of drinking, sex, and stealing other stuff throughout the weekend?
If they use it for years, does the reminder of it being free prohibit them from buying the product, or do you think because it's free they will buy the product?
Think of the products that are being advertised... Budwieser, Corona, Fito's etc, MTV; I don't know for sure but I am willing to bet they are consumable goods that have a proven track record of successful Spring Break Marketing and know that students will continue to buy their product.
If you got out of the shower every day and looked at a corona logo I am willing to bet they would buy more corona.
Who knows if it is going to work, you never know for sure if it will work, It will be either a huge success and the intern is getting the promotion of his life or it is going to be a huge flop.
No matter how it goes there is something to be said about encouraging a minor or young adult to steal. To aqcuire something they think they desreve simpley because they paid for the room.
No matter what you and I may feel about the moral obligation we have to train youngsters in an appropriate way and to teach responsability and respect of property. This marketing ploy is still brilliant and probably more cost effective.
Just came across this blog so I'm too late probably but i wanted to put this out there. I am a student who was on spring break in Cancun during this promotion. These ads on shower curtains were also on pillow cases and door hangers. Not to mention door keys. We were told they were free. Otherwise, we wouldn't have taken them. Although, they were pretty funny and we love Axe so maybe some guys would take them. I don't know.
Thanks for your feedback. Did it make you want to buy the products?
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