Google it: a fast food chain’s first un-branded SEM campaign

Have you always wondered how marketers use search engines to add value to their businesses and consumers? Well in their latest campaign created to promote a $1 soft-drink deal, McDonald’s have anonymously asked it’s audience to search Google for “that place where Coke tastes so good”.

Pitched by actress Mindy Kaling, a vocal McDonald’s fanatic, the ads are part of the chain’s first unbranded marketing campaign. Posted anonymously online not via McDonald’s YouTube channel, Facebook page or Twitter feed, the company hopes to capitalise on millions of search engine results that favour the fast-food chain. Since the advert contains no brand logos or imagery apart from the iconic red and gold colour scheme. The viewer automatically associates the golden arches when googling to discover more.

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Source: Mindy Kaling’s Twitter page

From the successful use of google’s ranking algorithm which is based around frequency of keywords, relevant content, quality and the number of click-throughs the advert’s search mystery is meant to mimic how teens and twenty-somethings use their phones whilst consuming media.

“This is that page for that place where Coke tastes so good. And you know where that is. Because if you’re here, you’re clearly one of those “web-savvy” types who knows how to do a Google search. A Google search for that place where Coke tastes so good.

“Even though you can’t believe everything you read on the internet, there’s A LOT of people who seem to agree. Who would lie about something as delicious as a crisp, refreshing Coca-Cola? Not the Internet, that’s for sure”. The anonymous YouTube channel notes turning passive observers to participants through the ads interactive elements.

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Source: YouTube

 

So with over 57,000 views McDonald’s is letting the internet conversation speak for itself. Leaving me to ask if you think this has been an effective use of search engine optimisation?

Future of Online Retail?

With University ball season a week away a majority of student ticket holders will be surfing multiple online retail channels in efforts of finding the perfect outfit. With stress levels on the rise many will gamble money and delivery times on a dress that has a high probability of not fitting.

However you can finally breathe a sigh of relief and remove that measuring tape from around your wast due to the potential redesigning and transformation of a leading online retail store creating a new never before seen shopping journey.

ASOS has grown to become a leading online retail brand for the 20-something fashion-conscious consumer. Their success has been in part due to having the ability to sell on-trend fast fashion and lifestyle products at affordable prices. As well adapting to eCommerce platforms built around the likes of Instagram, an example being their #AsSeenOnMe campaign embedded into the heart of the ASOS website.

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Source: ASOS

However an RMIT Master of Marketing student has come up with further tweaks to challenge the current ASOS customer experience. From surveying existing consumers and monitoring social media platforms a percentage customer experience passivity stemmed from the brand being solely online based. From issues evolving around sizing, fit, personalisation, quality and timing within the purchasing sequence, the focus turned to how ASOS could make immediate improvements.

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Source: ASOS women’s product measurements

Proposed improvements:

  1. The monitoring and tracking of delivery items to be embedded within the website and app.
  2. The implementation of body scanning technology created through augmented reality and UX design elements allowing for consumers to trial producing prior to purchase.
  3. Offer consumers personalised style recommendations based on data collected.
  4. Building consumer engagement and maintaining an on-going conversation with the brand through a growing social media community (#AsSeenOnMe).

Further allowing the millennial consumer to bridge the gap between online and offline retail.

So what are you thoughts? Would you be happy to use this body scanning technology when online shopping or are you happy to stay with the traditional tape measure?

Reword the haters

Strolling through multiple social media influencer profiles’ it has became apparent to me that online mediums’ such as Instagram, Twitter and Facebook have become public spheres of hate.

Cyberbullying has affected millions of online users around the world and has quickly become one of society’s most serious social epidemics. With no mainstream monitoring systems or programming on social media and other digital platforms, ‘online trolls’ have had free range when posting malicious abuse to innocent users.

However an non-for-profit organisation, Headspace has developed a digital weapon to combat cyberbullying. By designing and implementing the browser extension ‘Reword’, which is a plug-in that extends the functionality of user’s web browsers. Reword has acted as a real-time alert system identifying hurtful phrases with vibrant red crossing lines further prompting users to reword their post.

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Source: Headspace

Due to bully moving away from the schoolyards and now into social media. Digital marketing campaigns like this have been embraced by communities and schools, an example of this has been through the viral hashtags such as #iwillreword and heartfelt celebrity bullying stories which have resonated with various audience segments, saturating online media feeds.

“We need this as a educational tool. Words are used every day and the more people reword the less insults we will see online. The vision of reword is that it will be built into every social media platform and mobile device”, says student wellbeing teacher Fiona Short.

150 million media impressions. $500,000 in generated media value. 84% of insults reworded and a start-up backing of 260 schools Australia wide. Reword has not only changed consumer browsing experiences, perceptions and spread a brand’s message. But also superseded the generalisation that browsing extensions are a gimmicky short-termed trend. (**cough cough the browsing extension ‘NicCage’ that changes any image into a photo of Nicolas Cage)

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So my ending question is what makes a quality browsing extension? Is it utility? Novelty? Social cause? Or is it simply an Adblocker thats actually blocks all ads not just a low percentage?