COM 320 Presentation Essay #3

Because the increase in consumer participation

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Unformatted text preview: s. In addition to the campaign’s voice being heard through social media, the voice of the consumers was especially showcased. Consumers were encouraged to engage in social media: particularly, the consumers had the ability to take pictures of themselves behind these suspended, frozen bikinis, and submit them online: this allowed the consumers to feel both humored and involved, as their online submissions were motivated and not forced by the campaign brand. Because the increase in consumer participation through social media was the consumer’s decision alone, the campaign succeeded in their strategy with tactics that gave consumers power. As known to many public relations professionals, consideration of consumer experience is far more important than the consumer’s perspective when it comes to marketing. This campaign engaged in social branding, shaping an experience for the consumers, i...
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This document was uploaded on 02/15/2014 for the course CAP 320 at Grand Valley State University.

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