1. method three: technique
by tessa jonson
For this final method of research, I decided to look at various forms of
marketing and how different successful brands used them to the fullest.
I began by making a long list of all of the different ways to promote a
brand so that I have a resource to look back at in the future.
online:
• video based marketing, using such resources as podcasts, a YouTube channel,
a Vimeo channel, and on my own website
• text based, such as blogging, writing on my own website, and using network-
ing sites or established communities
• with photography based, you have Flickr, again on my own website, and by
using an established community
print:
• printed materials include such things as brochures, direct mailing, and leaflets
environmental:
• Advertising within one’s environment can be very successful, through media like
posters, giveaways, booths, and billboards
merchandise:
• a way to have your customers advertise for you is by offering merchandise such
as clothing, posters, buttons, and stickers.
other media:
• any form of media such as radio and television adverts
brand identity: (RED)
• A strong brand image can be the difference between success and failure. One
example of a great brand identity is (RED), a global campaign aimed at elimi-
nating AIDS in Africa. Although they work with many, many different compa-
nies, their image always comes across the same way and always includes the
color red and the word red, enclosed in two parentheses.
• This simple execution ensures that the brand is not only universally recognized,
but also easily adapted to a huge variety of media, from iPods to shirts to web-
sites. This way, (RED) presents itself with a very unified image.
social media: obama presidential campaign
• Like (RED), the Obama campaign began with a cohesively designed image.
Then, they built up their campaign by making certain they were on every net-
work possible. Above is the current list of networks that Obama’s team still keep
up to date: Facebook, Twitter, MySpace, LinkedIn, and so on.
• These online communities provided a platform for people to find other support-
ers and get together to campaign for Obama. This sort of self-organization was
truly a first in American history.
social media: obama presidential campaign
• On 3 November, 2008, the day before the presidential election, Obama had
approximately 400% more online supporters than McCain. This easily exempli-
fies how important online networking can be, as the campaign concluded as
possibly the most successful one in history.

2. creative marketing: red bull
• This company is very well in tune with their audience and distinctly cater to
them. In doing so, they created a Procrastination Station online that pro-
vides high-quality interactive games; They hid Energy Shots around the U.S.
and gave out clues on how to find them on their Facebook page; Finally,
they created a scavenger hunt for signed baseballs around San Francisco
and uploaded photos of where they were hidden for fans to go find.
creative marketing: red bull
• These interesting contests fuel an ongoing dialogue with their customers.
• It also gives the customer an incentive to interact with Red Bull.
• Finally, it successfully advertises the brand without using any traditional
advertising methods.