Understand and Implementing Imc
The Brand
The brand I have chosen is PowerAde. PowerAde is a sports drink targeted at people with active lifestyles, and is designed to enhance performance.
PowerAde is a good example of an IMC campaign, as it uses many different channels to communicate its brand, and it integrates these very effectively.
PowerAde is a well established brand with a strong customer base. This is a testament to their successful IMC campaigns which incorporate TV media advertising , endorsement strategies PR and social media.
Discussion of PoweAde’s integrated marketing communications
Upon going to www.powerade.co.nz a slide show appears showing different promotions/features of the site. The first slide is of “the PowerAde challenge”.
The PowerAde challenge is an interactive run challenge organized by PowerAde. This runs from 01 June to the 31st July.
The idea of the challenge is that a course is marked out in Auckland with three PowerAde vending machines. Everyone who registered for the challenge is sent out a wristband which contains a microchip.
By having people register, PowerAde can create a very useful customer database as they will gain consumers/potential consumers’ names/addresses/phone numbers and email addresses; which they can then use to target market certain promotions.
Runners swipe their wristband against a sensor on marked out PowerAde vending machines (which double as checkpoints). The runner’s times are recorded and automatically uploaded to the PowerAde challenge website site. The website contains a leader board where they can check their times against other runners taking part in the challenge.
This challenge is a very innovate tool that PowerAde are using for many reasons. For example…
- It links/leads the consumers directly to the point of purchase. I.e the vending machines (where powerade can be purchases double as the running checkpoints)
- It creates buzz. People may ask about the wristbands and the runners can tell their friends. It
The brand I have chosen is PowerAde. PowerAde is a sports drink targeted at people with active lifestyles, and is designed to enhance performance.
PowerAde is a good example of an IMC campaign, as it uses many different channels to communicate its brand, and it integrates these very effectively.
PowerAde is a well established brand with a strong customer base. This is a testament to their successful IMC campaigns which incorporate TV media advertising , endorsement strategies PR and social media.
Discussion of PoweAde’s integrated marketing communications
Upon going to www.powerade.co.nz a slide show appears showing different promotions/features of the site. The first slide is of “the PowerAde challenge”.
The PowerAde challenge is an interactive run challenge organized by PowerAde. This runs from 01 June to the 31st July.
The idea of the challenge is that a course is marked out in Auckland with three PowerAde vending machines. Everyone who registered for the challenge is sent out a wristband which contains a microchip.
By having people register, PowerAde can create a very useful customer database as they will gain consumers/potential consumers’ names/addresses/phone numbers and email addresses; which they can then use to target market certain promotions.
Runners swipe their wristband against a sensor on marked out PowerAde vending machines (which double as checkpoints). The runner’s times are recorded and automatically uploaded to the PowerAde challenge website site. The website contains a leader board where they can check their times against other runners taking part in the challenge.
This challenge is a very innovate tool that PowerAde are using for many reasons. For example…
- It links/leads the consumers directly to the point of purchase. I.e the vending machines (where powerade can be purchases double as the running checkpoints)
- It creates buzz. People may ask about the wristbands and the runners can tell their friends. It
References: American Association of Advertising Agencies, 1989. Moriarty, Sandra E. PR and IMC. The benefits of integration Lynne Eagle, Philip J. Kitchen, Sandy Bulmer, (2007) "Insights into interpreting integrated marketing communications: A two-nation qualitative comparison", European Journal of Marketing, Vol. 41 Iss: 7/8, pp.956 – 970 Kitchen, Schultz: Integrated Marketing Communication: Practice Leads Theory (2008). www.powerade.co.nz