Unme Jeans: Branding in Web 2.0 Essay Example
UnME Jeans: Branding in Web 2.0
- Midterm Exam ID: 20092039 Name: Bae, Yong-gook Date: Oct. 25, 2009
In general, Foley is in a problem which media plan she goes in a new environment called Web 2.0. Online media development results in new trends in customers' media habit and the new values. The case describes basic information about UnME Jeans, new trends and values in media and advertisement industry, then shows three possible media plan.
1. Which, if any, of the three social media plans should Foley pursue? Why? simply new media plans suggested by agency. Unique Visitor Zwinktopia Facebook YouTube No Info Budget
In my opinion, Facebook is the best choice of among three suggested plans. The next table shows
-G O
200,000+100/yr 350,000+600/yr 300,000 + 40CPM Zwinktopia △ X △ △ △ △ 3.0
14,196,000 48,152,000
Each plan has advantage in some parts and disadvantages in other parts. I make a table to compare three plans in the Foley's view. Left column is fulfilled the important factors for Foley regarding the new media plan and evaluation is done by myself.
YO
NG
Talking with Brand story
Constructive Dialogue Existing media plan
Impact on sales Unique Users Score
Zwinktopia is well targeted to the UnME's target customers. According to the plan, the agency will develop a line of virtual jeans which is same to jeans in real world, and the users can create a
O K. KR
Description Virtual Jeans ↔ Real Products Brand profile page targeted banner ads through profile page Widget: design and share User created contents → Contest In-Video Ads Facebook O O O △ △ O 5.0 YouTube X O X O △ △ 3.0
(O: 1.0 △: 0.5 X: 0.0)
jean in a new design. It is a good point, and because of the alliance between MySpace and Zwinktopia, users can bring their avatar (called Zwinky) to MySpace, which is the largest social networking site in US. However there are some cons. First, the company may be hard to have dialogue with users. User will buy jeans for her
- Midterm Exam ID: 20092039 Name: Bae, Yong-gook Date: Oct. 25, 2009
In general, Foley is in a problem which media plan she goes in a new environment called Web 2.0. Online media development results in new trends in customers' media habit and the new values. The case describes basic information about UnME Jeans, new trends and values in media and advertisement industry, then shows three possible media plan.
1. Which, if any, of the three social media plans should Foley pursue? Why? simply new media plans suggested by agency. Unique Visitor Zwinktopia Facebook YouTube No Info Budget
In my opinion, Facebook is the best choice of among three suggested plans. The next table shows
-G O
200,000+100/yr 350,000+600/yr 300,000 + 40CPM Zwinktopia △ X △ △ △ △ 3.0
14,196,000 48,152,000
Each plan has advantage in some parts and disadvantages in other parts. I make a table to compare three plans in the Foley's view. Left column is fulfilled the important factors for Foley regarding the new media plan and evaluation is done by myself.
YO
NG
Talking with Brand story
Constructive Dialogue Existing media plan
Impact on sales Unique Users Score
Zwinktopia is well targeted to the UnME's target customers. According to the plan, the agency will develop a line of virtual jeans which is same to jeans in real world, and the users can create a
O K. KR
Description Virtual Jeans ↔ Real Products Brand profile page targeted banner ads through profile page Widget: design and share User created contents → Contest In-Video Ads Facebook O O O △ △ O 5.0 YouTube X O X O △ △ 3.0
(O: 1.0 △: 0.5 X: 0.0)
jean in a new design. It is a good point, and because of the alliance between MySpace and Zwinktopia, users can bring their avatar (called Zwinky) to MySpace, which is the largest social networking site in US. However there are some cons. First, the company may be hard to have dialogue with users. User will buy jeans for her