Beiträge

Want Teens to Notice Your Product Placement? Use the Web

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fastcompany.com:

Teens and college students are skipping or tuning out traditional advertising more and more, minimizing screens or muting the volume. Being able to be part of the content youth consume or even creating branded content is one way brands can make sure their product is seen, and advertisers are spending millions of dollars to ensure that happens. The problem, as our research shows, is that even when teens and college students do notice product placements, it doesn’t necessarily change their feelings about that product.

Product placement aimed at kids and teens is not new. Toy companies began placing their products on children’s TV shows back in the 1950s on programs like Romper Room, you might have noticed the queen bees of Gossip Girl using Verizon phones like the LG Chocolate, the orange EnV, or Motorola Krzr–all part of an integrated deal with the wireless carrier. For many marketers product placement remains a viable way to create brand awareness among young people–but with this generation having been marketed to on multiple screens pretty much since birth, does product placement even work?

The answer is yes, but not in the way marketers are hoping. We found that 72% of teens and 77% of college students notice product placement, and the top three products they notice on television shows are beverages, cell phones, and cars. But only one in seven report that those product placements have any effect on their perception of the brands.

But it turns out there is one „product“ teens and college students say they not only notice but actively pursue: Web sites. 38% of teens and 26% of college students noticed Web sites in a TV show or movie. And 53% of them reported going online to check the site out.

Web sites

So while we don’t have tangible evidence that the products youth notice most are having much of an impact, we do know that getting your Web site featured on a popular TV show or in a film is a great way to drive youth awareness, not to mention traffic. Maybe we’ll start seeing fewer soda cans on TV, and more characters playing a game on the soda maker’s Web site.

About Youth Pulse, Inc.
Ypulse is the leading authority on tweens, teens, collegians, and young adults, providing news, commentary, events, research & strategy. Our integrated platform comprises www.ypulse.com, a daily newsletter, conferences and an online research community: www.surveyu.com.

Here s the link to the article on FastCompany.com:

http://www.fastcompany.com/blog/anastasia-goodstein/youth-pulse/when-using-product-placement-reach-youth-web-sites-stand-out

Direct consumer approach by Opel

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Opel seems to have understand some essentials of how to address consumers.

In this video message of Carl-Peter Forster, Opel Chairman, Opel explains the where its new claim „We love cars“ comes from and what it stands for and how it should help to lead Opel into the future. He mentions the sympathy Opel has received from the public in the recent weeks. This is indeed something to build on and it is something American makes lack: trust in a brand. If the typical American still believed in American engineering he would not buy so many Japanes cars, and the best-selling car would be a Ford Taurus. But it isn’t….

Here is the wording of the statement by Carl-Peter Forster:

„Wir leben Autos.“ ist der lebendige Ausdruck der langjährigen Markenwerte von Opel.

„Wir leben Autos.“ bezieht sich nicht nur auf unsere deutschen Wurzeln und unsere Liebe zu deutscher Ingenieurkunst. Es ist darüber hinaus auch ein Ausdruck unserer Hingabe und Leidenschaft, die all unser Denken und Arbeiten prägt.

Das „Wir“ steht für die Begeisterung und bejahende, positive Einstellung, die unsere Mitarbeiter und Händler miteinander teilen – Grundvoraussetzung für die Entwicklung intelligenter, überraschender und innovativer Produkte für unsere Kunden.

Aber wir bauen nicht nur Autos, wir leben für Autos. Das Wort „leben“ steht für unser hohes Maß an Energie – eine Energie, die jeder spüren kann, der Opel erlebt; durch die Vielfalt sinnvoller Funktionen, begeisternder Innovationen und das faszinierende, dynamische Design unserer Fahrzeuge.

Nicht zuletzt glauben wir, dass „Autos“ auch in Zukunft sehr viel mehr sein werden als ein Fortbewegungsmittel. Bei unseren Fahrzeugen geht es nicht allein ums Fahren – sie sind ein wesentlicher Teil unseres Lebens.

Wir verbinden unsere persönlichen Erfahrungen mit denen unserer Kunden, um ihre tägliche Mobilität einfacher und angenehmer zu machen. Indem wir jeden Tag aufs Neue darüber nachdenken, wie wir das Leben von Menschen innovativ und nachhaltig bereichern können. Eine anspruchsvolle Herausforderung, die für uns niemals abgeschlossen sein wird.

„Wir leben Autos“ – das ist unsere Leidenschaft, unser Engagement, unsere Liebe zum Detail, unser Verantwortungsbewusstsein, unser Ziel und, ja, unsere Zuversicht.

Das ist es, was uns ausmacht.
Opel. Wir leben Autos.

Here is the link: video

See for yourself and let me know what you think about this approach. Like it? Think its cheap? Not very credible? Open? Transparent? Outgoing?