Undercover, Stealth & Buzz Marketing

BY:

SHREYA SOOD (13280)

SHRISHMA KUDADAH (13281)

SHWETA HANSDA (13289)

SIMRAN SONI (13292)

SUGANDHA PRIYA (13297)

SWATI KUMAWAT (13301)

VANDITA NIM (13311)

B.M.S - II

*Difference between Undercover, Stealth and Buzz Marketing

*Undercover Marketing

Introduction

Examples

* Stealth Marketing

Introduction

Examples

*Buzz Marketing

Introduction

Examples

SELLING AN EXPERIENCE

form of advocacy

getting the consumer to become an “advocate” for the brand or cause

senior political leaders

approaching technology start-ups

remain in the spotlight

trying to pull their opponents off the pedestal.

to generate buzz is economical

network of referrals which grows and grows reach consumers isolated

consumers tend to trust itFinancial risk here is

relatively

A new, independently owned bike shop to create a viral word-of-mouth effect in its city employ a few bike enthusiasts and visit bike-related websites, go to biking community events to talk about the shop, through casual conversation with the shop's target demographic.

A major shoe company hires a few professional basketball players who wear a newly designed pair of sneakers in public for several weeks before the company begins advertising the design.

music albums and videos

in a way which doesn’t look like a marketing practice

Dabbang movie “Zandu balm

“Munni badnam hui…”

in Dabbang 2 promoted “Fevicol”

*Formed in October 2001 as a 50/50 joint venture between Japan- based consumer electronics maker Sony and Sweden-based Ericsson.

* Sony Ericsson (market a line of co-developed cellular phones) = Sony’s expertise in developing popular gadgets + Ericsson’s cellular technology

*60 actors took the streets of 10 cities.

*Focused on tourist attractions like The Empire State Building in New York, the Space Needle in Seattle, etc.

*Supposed to say, “Excuse me, you mind taking a picture of us?” asks one fake tourist, handing over the gadget to the person. Later, responding to the favor in way like, “Thanks a lot, man. It’s cool, right?”

*Then, explained some phone’s features.

*This operation – brainchild of John Maron, Sony Ericsson’s Marketing Director.

*Sony Ericsson responds to those who opposed the idea, that most consumers won't be offended. "How many times do people that you don't know come up to you and talk to you?" asks John Maron.

*"It's very natural, especially in a club or restaurant." He adds that the actors will confess that they work for the company if they are asked directly.

*60 actresses and female models with extensive training in the phone's features.

*Target: trendy lounges & bars.

*Got scripted scenarios like: - phone rings & caller’s picture pops up on the

screen. - 2 women sit at opposite ends of the bar playing an

interactive version of the Battleship game on their phones.

*Due to technical difficulties in past, which led to bad brand sentiment on their facebook page.

* To overcome this a live online experiment “Xperia Social Xperiments” was created with comedian; Tommy Little

*Locked in a room with just Xperia & a live video link

*GOAL: Within 8 hrs, has to get maximum possible people like him on FB, by doing whatever he was asked to do.

*Challenges: rap, wax legs, etc.

*Sounds silly, but did gain public attention.

*Received over 850 challenges in a day, 1000s followed the activity, gained 1500+ likes.

*Users were incentivized with prizes.

*People engaged & had fun with the brand. This was a well executed campaign.

Microsoft, inc. is a multinational company that develops a wide range of software products.

The most profitable products are the Microsoft Windows operating system.

The company was founded in 1975 by Bill Gates and Paul Allen.

Microsoft has been the largest software company in the world for at least 8 years in a row.

*Xbox One is a video game console developed and marketed by Microsoft.

*Announced on May 21, 2013, it is the successor to the Xbox 360 and is the third console in the Xbox family.

*It directly competes with Sony's PlayStation 4.

*Xbox One was released across North America, several European markets, Australia, and New Zealand on November 22, 2013, and is scheduled for release in Japan and the remaining European markets in 2014.

Microsoft is paying bloggers on YouTube gaming channel Machinima for featuring Xbox in their video updates.

The video producers get paid extra for including 30 seconds of Xbox One game footage and mentioning the Xbox One with the tag “XB1M13”.

*Microsoft has signed a secret deal with the Machinima video games network in which Microsoft will pay people an extra $3 per thousand video views above Machinima's normal payments.

*Main part of the agreement :

1. "You may not say anything negative or disparaging about Machinima, Xbox One or any of its Games in your Campaign Video;

2. "You must feature at least thirty seconds (:30) of gameplay/footage of any Xbox One game within the first 2 minutes of Campaign Video

3. "You must verbally mention that you are playing the game shown on the Xbox One console."

Though it’s a very unique strategy but in my view, Microsoft is misleading the audience by purposely making the bloggers post videos for the sake of the monitory gain.

Microsoft's motive was to compete with Sony’s PlayStation 4 by marketing and advertising the Xbox One by the Undercover Marketing technique.

*The campaign may fall afoul of FTC guidelines designed to let people know when endorsements are being paid for.

*Where the Microsoft campaign might fall into trouble is the section regarding "Disclosure of material connections." (Part 255.5 of section 5 of the the FTC Act)

*That section says in part that “When there exists a connection between the endorser and the seller of the advertised product that might materially affect the weight or credibility of the endorsement...such connection must be fully disclosed.”

*The Microsoft deal seem to violate the FTC guidelines. Microsoft denies any violation. But whether or not the agreement violates the guidelines, it's still wrong.

*When people see YouTube content not associated with an advertiser, they don't expect it to be influenced by an advertiser. Microsoft's paying people to post videos of Xbox One games and not say anything negative about the Xbox One is clearly undue influence.

Indian Railways is an Indian state-owned enterprise, owned and operated by the Government of India through the Ministry of Railways.It is one of the world's largest railway networks comprising 115,000 km (71,000 mi) of track over a route of 65,000 km (40,000 mi) and 7,500 stations.There are fourteen public undertakings under the administrative control of the Ministry of Railways, out of which, one is Indian Railway Catering and Tourism Corporation (IRCTC).

IRCTC was incorporated on 27th September, 1999 as an extended arm of the Indian Railways to upgrade, professionalize and manage the catering and hospitality services at stations, on trains and other locations and to promote domestic and international tourism through development of budget hotels, special tour packages, information & commercial publicity and global reservation systems.

*Let’s take an example of a website that sells weight loss pills.

*This site might create a few other sites such as discussion boards about weight loss pills, a forum, a review site, a comparison site, and a blog. 

*These sites don’t say buy X product, but the way that the content is formulated and structured will hint at which pill is the most valuable and best to use. 

*As long as it does not get spammy, this is a good way to use stealth marketing on the internet.

*During the year 2008-09, the Corporation achieved a total income of Rs. 618.77 Crores as compared to Rs. 527.66 Crores in 2007-08 thereby registering a growth of 17.30 %.  The increase was achieved in spite of the fact that bed roll and cleaning business has been transferred back to Railways.   The major increase in the income in the year 2008-09 over previous year was achieved due to licensee catering (from Rs. 289.20 Crores to Rs. 341.02 Crores), quantum jump in internet ticketing (from Rs. 39.18 Crores to Rs.74.81 Crores) and tourism activities (from Rs. 9.72 Crores to Rs. 27.94 Crores).

*The income of licence catering increased on account of higher number of units put on tender, efficient tendering system and increase in licence fee from static units. Quantum jump in internet ticketing was witnessed due to good marketing efforts, upgraded infrastructure and improved customer care. The growth in tourism business was achieved due to IRCTC's foray into educational tour business, tour package business take over of Bharat Darshan trains by IRCTC.  

.

*.

*

“Ab tera kya hoga Kaliya?”

“Bade bade shehron mei aisi choti choti baatein hoti rehti hain”

“Mere paas maa hai”

Cloverfield (2008)The viral sites helped Cloverfield to a $40m opening weekend and laid down the gauntlet for future campaigns.

The Dark Knight (2008)Knight’s inspired campaign cemented viral marketing as a legitimate way of adding ticket sales.

Artificial Intelligence (2001)Spielberg’s android epic took the viral phenomenon one step further with the introduction of an ARG (alternate reality game) nicknamed ‘The Beast. TV shows like Lost and Heroes have since inspired effective ARGs; ;(while the movies didn’t produce another real success until a certain ‘Why So Serious' campaign).

CASE 4 :

ixigo.com

Introduction

India’s leading online travel search and planning website

Based in Gurgaon, India Infomediary that aggregates travel websites

to compare information and deals Principal founders - Alok Bajpai and Rajnish

Kumar Started the company in June, 2007.

*Reach the rising Indian middle classes and global travellers alike.

*Belief- if the product was good enough, it would succeed and people would tell others about it and it would start to take off.

*Put the product out there, introduced it to the market and they just let people naturally talk about it.

*Within 6 months, visited by more than 105,000 unique visitors

*attract the quality target audience - those with money to spend on travel excluding window shoppers

*Money that might have gone into conventional advertising instead used for ixigo’s search engine technology

*Today customers arrive via buzz and social media marketing (Facebook, Twitter etc.) rather than from traditional marketing channels

OBJECTIVE

*Launched in November 2013 to highlight pitfalls of blindfolded travelling.

*Used television, radio, outdoor and print mediums in addition to social media

*Achieve substantial reach for ixigo.com

EXECUTION

*Answer the TVC related questions using the hashtag #PattiBandhKe.

*The most number of right answers become the winner

*Followed by a contest where the users had to Tweet about the #PattiBandhKeMoments, situations good or bad, arising due to unplanned travel.

RESULT

*Big success attracting impressive traction

*Increased buzz around ixigo’s first television commercial

*Gained meaningful interaction and followers.

They had to identify and get progressive farmers and

opinion leaders to interact with the brand. So,

* created an event around the product that encouraged interaction

* gave test rides and sold it to opinion leaders.

carried out in villages of Punjab, Haryana, and Maharashtra in a very sustainable manner.

MAHINDRA TRACTORS

ASIAN PAINTS

*Participating in an ongoing activity

*Objective was to create ‘reference sites’

*Opted for high visibility spots such as the village head’s home, the Panchayat office etc.

October, 2003- Apna Bazaar, chanted "Jassi, Jassi, Jassi" and dispersed-to promote Jassi Jaisi Koi Nahin.

[India's first flash mob with a marketing objective]

In Gurgaon -promotion of Don 2 started with a group of guys indulging in a fake fight and asking each other where is Don.

They then danced over “Zara dil ko thaam lo” from the film.

In December, 2011 -“Dance India Dance” promoted the third season in the capital. Several mobs were organised at the popular marketplaces of Delhi.