Redbull Marketing Communications Essay Example for Free

Redbull Marketing Communications Essay Redbull Marketing Communications Digital Campaigns Clarisonic launched a campaign in October 2010, Breast Cancer Awareness Month, in which the company promised to donate 1$ for every new like they received on their facebook fan page. Clarisonic used Facebook advertising, email blasts, twitter, youtube and even their own blog â€Å"Sonic Chatter† to spread the word about their new ‘like’ campaign. Clarisonic objectives included adding a thriving social media section to Clarisonic’s traditional cause marketing for nonprofit. Furthermore, Clarisonic wanted to increase awareness of their brand and products, as well as increase awareness of their Facebook page. Another objective, which was the most direct objective, was to raise money for â€Å"Look Good†¦Feel Better. † Attaching their name to this cause also allowed them to increase sales for their specialized products like Pink Clarisonic, which also benefits the â€Å"Look Good†¦Feel Better† charity. Clarisonic also aimed at marketing beyond their typical target audience of women in their late 20s-50s. Some limitations that were faced was that it was only a two month project and although it attracted a lot of views, interactions, and new Facebook fans, they would have to constantly engage the new fans that were outside their target market, who may not be interested in their actual products being sold. Partnering with â€Å"Look Good†¦Feel Better† was a perfect fit for this campaign because both companies focused on transmitting a message of empowerment. Redbull: On October 14, 2012 the world witnessed a breathtaking experiment; Red Bull Stratos. It took viewers to the edge of space and it was all organized by a private organization, Red Bull. The Red Bull Stratos mission was a record breaking event, one which saw Felix Baumgartner free fall from more than 23 miles above the earth, breaking a free falling world record while becoming the biggest digital live event on record. It reignited a yearning for the extreme, and created a distinct association with what was Extreme and Redbull. The objectives of Redbull marketers was to reach a lot of people, to excite them, give them something to talk about and look forward to and then to directly relate this â€Å"coolness† to drinking their product. They wanted to break world records, not only in the actual freefalling aspect but the hype around the event. This hype could then be translated hopefully in an increase of brand awareness and in turn, an in crease in sales for Redbull. Clarisonic: Clarisonic targeted current consumers of their product by advertising about the campaign on their blog, which users of their product read, as well as non users by making the campaign goal not just relevant for women or those that are in their 20s, 30s. The campaign therefore targeted a much broader audience, those that frequent charity events and support a good cause, not simply women in the beauty care sector. By making their campaign about much more than a physical beauty care product but something that benefits the greater cause, they were able to target men and women of all ages who support cancer organizations and link this support of a good cause with their brand. Redbull: The audience that was targeted in the Redbull campaign was extreme sport enthusiasts as well as the entire world that would also be excited to watch a world record breaking event. The target audience was broad and expanded past extreme sport enthusiasts which most of Redbulls marketing targets. Clarisonic: Clarisonic campaign was extremely ethical as it raises awareness of a certain cancer fund, donates money to the fund, and through these actions is able to also increase awareness of their brand and better their image. Had most of this money not gone to a cancer organization, and just gone to supporting the brand, perhaps it would be less ethical. Redbull: One could argue that the risk involved in this campaign was too much to be considered an ethical campaign for Redbull. Yes, it attracted a lot of new consumers and created record-breaking brand awareness but it was at the risk of being at the cost of a human life, which is unethical. Clarisonic: They were extremely successful in one of their main objectives, which was to raise money for the Look Good†¦Feel Better cancer organization seeing as they raised $1 million dollars and increased awareness of this great organization. â€Å"Likes† as well as interaction on their Facebook page continued to grow even after the two month campaign and n 2010 alone, their selling of their â€Å"Hope† Mia skincare brush more than doubled compared the previous year. Clearly no one can know for sure if it was directly because of the â€Å"like† campaign but it is safe to say that the increased awareness did contribute to an increase in sales of Clarisonic products. The like campaigne increased Clarisonics fan page by 80 percent. Redbull: Without a doubt Redbull achieved its objectives of showi ng the world something that has never done before and reemphasizing their brand motto â€Å" Redbull gives you wings. This event had a huge brand impact on Redbull. Not only did this campaign beat records and was unprecedented scientifically, it was also beating records in a brand marketing perspective. 1,000,000 distinct user accounts were involved in the conversation regarding RedBull Stratos with a suggested audience of this content being up to 90,000,000. 2,000,000 new accounts were subscribed for Red Bull updates within a span of 15 days surrounding the event, these updates included all brand presences in the digital world. These represent engaged consumers that could possibly one day turn into paying consumers of RedBull. Most campaigns, much like Clarisonic are dominated mostly by likes or â€Å"neutral commentary† yet Red Bull Stratos had unmatched positivity and meaningful interaction from people around the world; more specifically 820,000 pieces of extremely positive content was created in regards to Redbull Stratos. 50,000 distinct links were shared about Red Bull Stratos. More than 8 million concurrent live streams of the Redbull Stratus jump on YouTube was had which was the largest in Youtube’s history. This kind of huge reach transcends RedBull Stratos and reaches Red Bull branding in almost ever single comment or interaction, which till this campaign and to this extent was unheard of. According to Vocus, sales of Redbull increased by 55% in the first few months following the campaign so already here we can see that not only did this boost brand awareness and image, it had a direct impact on offline consumer behavior. Clarisonic was always tied to cancer awareness funds in the past, their product line, Pink Clarisonic previously donated some proceeds to the Feel good, look better fund so this new â€Å"like† campaign wasn’t a trigger of some outside market force, it was more an expansion of what was already underway internally in their brand image and concept of empowerment. Furthermore Breast Cancer awareness month was also somewhat of a trigger to tie their brand with this month awareness. Clarisonic competitors are low priced beauty products such as Olay Pro X which did not stray from their traditional marketing ways despite the success of Clarisonics like campaign. Personally, I would make this marketing communication campaign longer than two months, allowing the attention that Clarisonic was receiving to be exploited further. I would also allow fans that mentioned Clarisonic on twitter to receive small samples of new products Clarisonic has, thereby engaging target consumers with the actual product at hand. Timing of this campaign was definetly in Clarisonics Favor. Breast cancer awareness month is a time where many want to donate themselves to the cause and this like campaign allowed them to do so effortlessly and without their own money, simply their participation in a brand they may not have been aware of. Connecting themselves with Breast Cancer Awareness month also lends greatly to a better image for Clarisonic. Twitter did not participate greatly in this campaign other than to advertise for the campaign on facebook. Salespeople were not utilized in this champagne either which also could have further helped promote their products as well as their like digital campaign. Redbull: Redbull was always tagged with an idea of extreme sports, they sponsored athletes, had their own extreme sport web episodes, and could be found at most sporting events. Therefore, the fact that this was the company that decided to do something so extreme and create so much digital hype around this event was definetly no surprise considering past records of RedBull. It was not triggered by stunts pulled by their competitors. The Redbull Stratos was able to reach millions more than their usual marketing antics. I would not recommend a thing to the Redbull Stratos campaign, I think everything they did digitally to boost this campaign was genius. The message was simple; Redbull gives you wings and with a record-breaking free fall, they proved this. Millions will always associate the feeling of â€Å"cool† and â€Å"extreme† with drinking RedBull, and that in my opinion, can only be done by indirect selling of their drinks. No commercial or online campaign could create such brand association by simply telling consumers how cool their drink is.

The Uncertain Future of Quebec Culture :: Canadian Culture Essays

The Uncertain Future of Quebec Culture Gaetan Tremblay, a professor of communications at the University of Quebec at Montreal and deputy manager of the Group of research on cultural industries and social computerization (GRICIS), is a leading researcher for public policies in the field of communications. Tremblay is an advocate of public policy that defends against cultural imperialism by countries such as the United States . In particular, Tremblay studies the effects of the media on culture in Canada especially in a province like Quebec which is distinct from the rest of English Canada. Tremblay's article on the Americanization of Quebec culture is slightly more than a decade old, yet most of the information he provides is still relevant today. In his article, Tremblay takes a look at the invasion of Quebec 's airwaves by American content. His title refers to a belief in his mind that the Quebecois culture will one day be integrated into that of America , which in turn will lead to Quebec throwing itself into the melting pot of American culture. The first part of the article concerns policy, the never ending promotion of identity by the Quebecois. Tremblay calls for an all out communications policy that would protect Quebec . He goes on to contend that a policy is not only useful, but that it has becomes more necessary with each passing day. However, Tremblay has ignored the fact that Quebec culture is already protected in part by the Canadian constitution. From the beginning, the Canadian federation has provided guarantees, for the Quebec language and culture. â€Å"The Constitution Act, 1867 contained specific provisions designed to protect Quebec 's distinct culture and language† (Nicholson, 2003) Canada has always given guarantees to protect the Quebec culture, a policy would be nice but it is not an absolute must have as he portrays. Tremblay then moves on to say, that U.S Department of Commerce would like to deregulate the communications industry and how horrible this would be for Canada . He points out that onc e this happens the U.S will pressure Canada to do the same. Yet, he seems to forget that Canada is a sovereign nation that does not have to give in to U.S pressure. Canada sets its own policies without being influenced by others. It has and will always be this way. Quebec is already officially recognized as distinct, it is entrenched in the constitution.

What is your assesment of Hareton, and does he deserve the happiness he eventually finds with Cathy?

Hareton's Qualities are described by Nelly Dean as ‘good things lost amoung a wilderness of weeds' and even Heathcliff admits he is gold put to the use of pavinmg stones' What is your assesment of this character, and does he deserve the happiness he eventually finds with Cathy? Haretons life was one of cruelty and suffering, with his childhood taken away by the feindishness of Heathcliff. He was described as ‘gold put to the use of paving stones' but how can such an able boy turn into a ‘swearing', ‘ rough' man? Ever since Mr Earnshaw returned from liverpool, and brought back an adopted boy caled Hethcliff, Hindley hated him . Heathcliff had tempers, hit Hindley, used blackmail, and always got him into trouble. Hindley decided to take revenge on Heathcliff whenever he could, and when Mr Earnshaw died, he received his chance. The land, proporty and inhabitants were all under his control. Hindley ‘trannical personality' and ‘insane excitement' was portrayed on the treatment of Hethjcliff. He made him a slve, ‘flogging', ‘beating' and ‘swearing' at him. From that moment on, Healcliff vowed to take retribution on Hindley. Hindley's wife, Frances, died during the child birth of Hareton Earnshaw, and from that moment on, Nelly Dean decided to be the babies nurturer. Nelly took over as the motherly figure, gurding Hareton from his fathers ‘mad mans rage' She would lock him in cupbords, ‘stowing him away in the kitchen' Even Catherine was aware of his ‘violence' and ‘evil conduct'. Most of this conduct was due to the ever growing drinking problem Hindley had. Any major part in a childs youth has an effect on him later in life, so it is far to say that the poor father figure he had as a child contributes to his orr behavior as an adult. This part of his child hood in many ways acts as a mirro image of Heathcliff's own life. Yet when he moves to Wuthering heights, not even Nelly is there to help, teach and protect Hareton from Heathcliff. Hareton moved to Wuthering Height when he was just five years old, and thae lack of female figures meant that Hraeton was brought up in a ver masculine way, not to mention the ‘cruelty' and ‘brutalit' of Heathcliff. The Height is a key part of Hareton's life. The propoirty is portrayed by Emily Bronti as ‘violent','rough' and uncivilised. There are many example of characters being changed for the worse after living at the Heights. This is no exception for Hareton. Nelly goes to visit her ‘son' as she describes him, just ten months later. She arrives with high hoipes for the able child, but they are shattered by the distant view of the ‘elf-locked, brown eyed boy'. Heathcliff's treatment towards Hareton becomes evident when he throws a rock at Nelly followed by a string of curses. Nelly is probably shocked at this because of the dramatic change from just months earlier. Although Haethciffs conduct with areton is ‘rough' and ‘violent' and he treates him like a slave; Nelly askes him if he likes Heathcliff, and ironically, ‘aye' was the answer. Nelly is quite surprised by this as he also says he hates his real father. This is highlited at the end of the novel when he was the only mourner at Heathcliffs grave. Haretom is always thankfull for what he sees as Heathcliff's advise. He teachs him how to swear and hate his ‘devil daddy' Heathcliff aslo takes away Haretons education, telling him to threaten the curate. Later on in thw volume, Heathcliff tells Nelly how he is proud of the way he has treated Hareton, he explains how he treats it as a competition and how he has outdone Hindley. Heathcliff was beaten and treated badly, although he hated Hindley and yet still got educatiomn. Heathciff has outdone Hindley because Haretonm has been beaten and treated badly also, yet he still loves Heathcliff and has no education. He explaons how it is payback ofr Hindley, and maybe this is why Hareton turned out the way he is, because he was ‘used' and not treated as an adult. It is not fair to say at all that Hareton is in anyway evil or rough, as Heathcliff himself made Hareton. He moulded him into a mirror image of himself, to show revenge on Hindley. Haretonm is doing what every one does naturally, he is growing up, yet he has the disadvantage of having Heathcliff and Hindley to look up to and admire. Hareton is doing what he sees as right, because Haethcliff has taught him that it is right to swera and be rough and violent. Heathcliff realises this, and used the all inportant quote' he is gold out to the use of paving stiones. ‘ Nelly is astounded by his lack of remorse, even happiness for what he has done: ‘if he were born a fool, I shouldnot like it half as much, but he is no fool. It is aslso argued that the lack of female, and motherly figures in his entire life has conmtributed to his downfall in behavour and consequently sotial status. So again, Heatghcliff has succeeed and overtaken Hindley. Even the lack of female figures is ultimatly becaue of Heathcliff, Healcliff wouldn't allow any love or education at all. This is true right to the end of the novel when he finds Cathy and Hareton in love. The social status is not only because of the behavour and where he ives, it is also because of the fact that he is treated and acts like a slave or servant. When lockwood visits the Heights, he even mistakes Hareton for a servant and is surprised to find that he isnt. This is aslso to do with the way hie looks. He takes no pride in his apperence and so is seen as low in society. Hareton has quite a minor role in the next chapters in the novel, as leading roles are played by thhe love relationshipo between Linton-Heathcliff and Cathy. Harrton ids only mentioned when in the room, or doing jobs, sometimes he is hihlighted in the many tempers he has, sometimes violenet, sometimnes just the angry rough attitude about whatever he does or says. Hareton is now seemingly going down hill willingly, smoking and swearing more than ever, yet this is not totally correct as we see when he makes an attempt to come across differently for Cathy. Again this reminds us of a mirror image. The young Heathcliff smartened himself up for Catherine, as an attempt to impress her after she called him ‘dirty' an now Hareton has washed, ‘visible by the glow on his cheeks, and wetted hair' Although this does not work, as he becomes the center of her ammusement in the next chapter. When Cathy points out to Hareton his name abouvr the alcove of thr door, at wuthering heights, she asks what it means. Hareton, not eduvcated, says he doesn't know. She calls him a ‘colossal dunce' and that he ‘looked so stupid. Haretron gets mad, and ‘growls. When Cathy points this out to Nelly, and tells her that it was funny, Nelly scowls at her and tells her off. Nelly points out that she wouldn't asl be able to read if brought up in his curcumstances. This is absolutly true and makes bold that fact of his upbringing and how it was not his fault. He did not deny his education, he was never given the chpoise to have it.

The Handmaids Tale Essay - 931 Words

The Handmaids Tale Serena Joy is the most powerful female presence in the hierarchy of Gileadean women; she is the central character in the dystopian novel, signifying the foundation for the Gileadean regime. Atwood uses Serena Joy as a symbol for the present dystopian society, justifying why the society of Gilead arose and how its oppression had infiltrated the lives of unsuspecting people. Atwood individualises the character of Serena Joy, as her high status in the society demands power and the domination over the inferior members of the Commander’s household, such as Offred – a handmaid. This shows that Serena Joy has a sense of control, using this privilege to become â€Å"a woman who might bend the rules†; this is similar to the†¦show more content†¦Atwood demonstrates a sense of hatred and jealousy within Serena Joy, which is directed towards Offred as she is unintentionally an intruder and is invading Serena Joy’s private life. Eventually, this jealousy enables Serena Joy to try to obliviate Offred by â€Å"fixing it up with Nick†. Also, Serena Joy indicates that she is willing to â€Å"help† Offred by showing her a â€Å"picture†, â€Å"something you want†. However, all these actions are a result of Serena Joy’s self-interest and her manipulative personality, â€Å"there’s a hint of h er former small-screen mannequin’s allure, flickering over her face like momentary static†. Consequently, Atwood highlights Serena Joy’s â€Å"roguish† actions caused by jealousy and a desire for revenge upon the very person who has been deprived her of possession of the Commander; she deliberately withheld the news of Offred’s lost daughter and the photograph that Offred has been longing for. Atwood’s creation of Serena Joy and the presentation of her character are interesting, as Serena Joy emerges with natural power and a high status from her previous life as a media personality. Serena Joy has an aura of charismatic characteristics, which she used to present speeches about the â€Å"sanctity of the home, about how women should stay at home†. Yet this is another contradiction of Serena Joy’s acceptance of Gileadean society, as â€Å"she doesn’t make speeches anymore. She has become speechless†, because â€Å"sheShow MoreRelatedThe Handmaids Tale715 Words   |  3 PagesImagine growing up in a society where all women are useful is to reproduce. The Handmaid’s Tale by Margaret Atwood is an excellent novel of what could potentially be the fate of the future one day. The main character, Offred, moves into a new home where she is there to perform â€Å"rituals† with the Commander, head of the house, so she can hopefully reproduce herself. The Commander is a key character for he can get rid of Offred if he does not like her and he has all the power. 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