According to this Wall Street Journal article, Gatorade is trying to break into clicks of their drinkers via social media. They have "Mission Control" which alerts Gatorade whenever their brand name comes up on your wall or tweet. Then they assess a need to respond with a high-five or interject with a counterargument. Who do they want to be; the popular kid or the teacher's pet? We all know in high school (that's their main target in this article) the popular kids know that they are always being talked about --good or bad-- but accept that any attention is better than none.
So Gatorade is using social media to monitor and correct their brand image immediately instead of investing in a multi-million dollar repositioning advertising campaign. Cost savvy?? You betcha. Creepy? Absolutely. Genius? We shall see.
But if we think about it realistically-- social media, for the most part, is public information. So if I can broadcast my opinions of products to hundreds of my friends, they are entitled to theirs. Once it's an my wall-- it's for anyone to see (and "Like").
Gatorade's 'Mission': Sell More Drinks
September 14,2010 : Wall Street Journal
By VALERIE BAUERLEIN
http://online.wsj.com/article/SB20001424052748703466704575489673244784924.html
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