Evidence from National Restaurant Chain’s Integrated Marketing Communications and Social Media Management BRAND ENTERTAINMENT AND PLAY Pasi P Tuominen University of Hertfordshire Business School World Research Summit for Tourism and Hospitality 13 Dec, 2011, Hong Kong, China
Conference presentation at the 1st World Research Summit for Tourism and Hospitality at the ICON hotel, Hong Kong.
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Evidence from National Restaurant Chain’s Integrated Marketing Communications and Social Media Management
BRAND ENTERTAINMENT AND PLAY
Pasi P Tuominen
University of Hertfordshire Business School
World Research Summit for Tourism and Hospitality 13 Dec, 2011, Hong Kong, China
“DEFINITION” OF BRANDED ENTERTAINMENT• A convergence of advertising and entertainment.
• A new term to describe a more contemporary, sophisticated use of product placement
• Branded products are no longer just 'placed'; they are entwined into entertainment content making a stronger emotional connection with the consumer
LITERATURE• Hudson, S. (2006). Branded entertainment: A new advertising technique or product placement in
disguise? Journal of Marketing Management , 22, 489-504.
• Moore, E.S. & Rideout, V.J. (2007). The Online Marketing of Food to Children: Is It Just Fun and Games? Journal of Public Policy & Marketing: Vol. 26, No. 2, pp. 202-220.
• Pellegrini, A. (1995). Future of Play Theory: A Multidisciplinary Inquiry into the Contributions of Brian Sutton-Smith. Albany, NY: State University of New York Press.
• Terlutter, R.D. (Ed.). (2010). Advances in Advertising Research (Vol. 1). Cutting Edge International Research. Germany: Gable Verlag.
• Zhang, J.Y. (2010). To Play or Not to Play: An exploratory Analysis of Branded Entertainment in Facebook. American Journal of Business , 25 (1).
exampleEnergy Drink Red Bull
• Introduction and background stories about the designated X-fighters
• Redbull.tv with multiple channels for (extreme) sports, music and fashion
• High class Games & Apps are changing according to their usage
• News, results and video footage from around the world
• 23,6 million followers in Facebook
Sample for this researchAmarillo Restaurant Chain
• Casual restaurant chain with 21 units operating in Finland and Estonia
• 31 000 followers in Facebook
• Research period June – December 2010
• Facebook Insight Reports
• Whitevector Chat Reports (Social Media Monitoring)
• Snoobi web traffic reports
Findings from the study• Campaigns started late August or
during September.
• The amount of followers in Facebook increased with 2504%
• Between August and October, the increase was from 3174 to 25113
June July August September October NovemberDecember0
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Findings from the study• Interaction (the volume of) were
highest, when company (or a devotee) published content at the end of the week.
• Cross-media content provision by the company created most interaction in Facebook, re-tweets and blog reading.