Archive for January 31, 2012

Starbucks’ Augmented Reality App

January 31, 2012 / MHBAdmin / One comment

By: Robert Davies, Briana Fountain, Jennifer Miller, Jasmine Watts

Due to America’s current economic situation, many individuals are seeking inexpensive ways to entertain themselves.  “Some turn to online gaming, which is free and easily accessible; some arrange for more movie/favorite show nights using hulu.com or renting a bunch of DVDs on Netflix or elsewhere” (*1).  Consequently, it’s not hard to believe that many individuals are using mobile apps to entertain themselves.  Not only are mobile apps cheap, but they also have the potential to be highly entertaining, as is the case with the new Starbucks app.

Late last year, Starbucks launched its first major augmented reality app, allowing customers to animate their coffee cups with their smartphones (*2)(see video above).  The app is very interactive; tapping on one of the characters, for instance, will result in that particular character performing a somersault.  These interactive features embedded in the app could potentially be very beneficial for Starbucks.  “Applications are interactive experiences which engage fans, build brand awareness, reinforce brand loyalty, drive viral sharing, build fan base, provide insight into demographics and preference, and encourage community interaction” (*3).  Thus, interactive apps can not only entertain its audiences, but it can also assist in increasing recognition of a brand and a consumer’s loyalty to a brand.  Consequently, this app can (and should) have a positive impact on Starbucks.

Supplemented with Starbucks’ new augmented reality app is a contest for the consumers.

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I’m Lovin’ It

January 27, 2012 / Kara Johnson / No comments

By: Kara Johnson, Lisa Taylor, Melissa Yu

There are no other burgers in the world that can play the game of “hard to get” as well as the McRib.  The boneless pork sandwich was first introduced on McDonald’s menu in 1981. However, it did not receive the popularity that McDonald’s had anticipated, so it was taken off the menu in 1985 due to poor sales.  The McRib was reintroduced as a regular option on the menu from 1994 to 2005, but starting in 2006, McDonald’s decided to take a new approach to marketing the McRib.  Instead of being available all year round, McDonald’s is making the McRib available at every franchise for just three weeks every year.  Most recently, the McRib was offered at all U.S locations last year from October 24th through November 14th.  McDonald’s strategic move has brought the spotlight to the McRib in the world of burger fans.  Facebook groups like “Bring Back the McRib!!!” and McRib Locator websites have been created by supporters to show their dedication to this juicy barbecue sauce drenched sandwich.

McDonald’s claims that the McRib has been wildly popular, but an interesting fact worth noting is that in Germany, the McRib is on its menu all the time, because the sales have always been high there.  This makes people wonder why McDonald’s has decided to advertise the same product differently in the U.S.

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Walmart Grants Their Consumers’ Holiday Wish, Brings Back Layaway

January 25, 2012 / urbic / No comments

By: Grant Johnson, Jennifer Shim, Elizabeth Urbic

The rules of marketing are changing, and one of the greatest proponents of this change is social media.  Marketing can no longer be a one-way street in which a firm “markets to” the consumer—instead, modern marketing is a dialogue in which the two engage in a back-and-forth.  Social media sites give unprecedented power to the consumer; thousands of conversations about a brand can be going on at a given time, all over the world, and smart marketers realize the significance of joining the conversation.  As David Meerman Scott (2010) says in The New Rules of Marketing & PR, “Your best customers participate in online forums – so should you.”

An exciting example of a company responding to the virtual discussion came a few months ago, when Walmart announced last fall that it would be bringing back its layaway program for the 2011 holiday season.

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A Memorable Performance: American Idol

January 11, 2012 / rossdelantar / No comments

By: Ross Delantar, Shaz Poormand, Randall Warlick, Alvina Ng

“(I) would never start with someone doing a really slowed-down ballad; I’d start the show with something up, if it existed. And I finish with something up, if I can”

- Ken Warwick, Producer of American Idol.

It is perfectly excusable that an executive producer, like Ken Warwick, would do anything to make sure that American Idol does well in viewership. After all, viewership numbers dictate the price of advertising for a particular show — its main source of revenue. However, it raises the question of what really reality is. Would the show still maintain its integrity if the producers somehow manipulate a seemingly trivial aspect of the show?

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