Reese’s Rules March Madness With Social Media and Content Marketing

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Reese’s, the official candy partner of the NCAA, has created buzz with social media push and a Content marketing strategy that focuses on creating an engagement with the College students with sponsorship of Reese’s Final Four Friday and the Reese’s College All-Star Game.

A campaign that has used creative to emphasize moments within the game with posts on Twitter and Facebook coupled with an Instagram contest and a Snapchat promotion has engaged audiences effectively. Content Marketing with Influencer posts has been used to elaborate on a product recipe and a dedicated site with recipe ideas.

Campaigns are seen as a way to engage audiences through the event with social chatter compounded at pivotal points. Targeting audiences at the right time with post frequency matched to the level of interest in the tournament or event is likely to bring in best engagement.

 

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According to the Press Release, to celebrate March Madness, fans can also participate in “Put Reese’s in Your Starting Lineup,” a promotion focused on entertaining during the NCAA Tournament to select their “starting five” Reese’s products for a chance to win prizes. Fans can access great gameday content to put in their starting lineup, like delicious Reese’s recipe ideas, by visiting GoREESES.com.

“The Reese’s brand has a long and distinguished history with NCAA and March Madness and we are excited to once again sponsor activities this year,” said Anna Lingeris, spokesperson for Reese’s brand. “The Reese’s College All-Star Game and Reese’s Final Four Friday are the perfect combination to enhance our NCAA partnership. The charitable aspects are always a highlight, and we’re very proud to partner with Kroger and recognize youth in the Indianapolis area that have made significant contributions to their community.”

“Reese’s has done a fantastic job bringing the Final Four spirit to fans with the Reese’s All-Star Game and Reese’s Final Four Friday,” said Keith Martin, NCAA managing director of marketing and broadcast alliances.  “Reese’s has been a loyal partner and supporter of the NCAA, its fans and our student-athletes, and is one of the main contributors to the success of Final Four weekend.”

 

Key Takeaways For Brands

Be in the game early to create the right buzz within the context with the Branded Property or the Sponsorship.

Create pieces of content that your audiences react to the best, also termed as Adaptive Marketing, that allows for a good content spread.

Use the Content type that your audience reacts to the most. If Gifs are best received then a suitable Gif with the imagery that makes sense is likely to work better. The synchronization among the networks is important as some of the networks are good at Organic reach that can help you understand audiences you would like to target with custom audience in a  paid advertising social network.

Constantly update your buyer journey and engagement strategy to ensure you are present in all channels and networks your audiences are using to engage with brands.

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Trends and Tactics for Marketing Success In 2015

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Mobile for Brands in 2015 will have an all new meaning with wearables becoming more connected and taking on newer forms of integrating apps and a more smartphone like interface. As explained by Pebbles,  there are many ways that users can interact with Google apps via Android Wear notifications. For instance, users can navigate to reply to Hangouts messages with emoji or send money via Square Cash.  Marketers will need to integrate Wearables in their Marketing plan to understand how consumers are interacting with their brand in the new Wearables environment. EA Mobile has already expressed intent to leverage the trend and wants to take full advantage of the gaming potential of wearables like Apple’s new device “Apple Watch”. According to EVP of EA Mobile, Frank Gibeau, “Games that are in the works include standalone titles for wearables as well as releases that use wearables in tandem with console titles and other mobile games”.

Enhance User Experience with Stored Payments

With the use of Smartphones and tablets on the rise and with Apple Pay option available to customers the online buying behavior is likely to see a monumental change with browsers preferring to buy products with a simple click in an App rather than being transferred to a mobile site for completing the action. This would mean marketers have to worry less about shopping cart abandonment emails and more about integrating options that allow customers to finish their purchases within the app.  Smartphones are used for browsing while Tablets are used for buying as seen on Cyber Monday where 28.5 percent of online traffic came from Smartphones while only 9.1 percent of online sales took on Smartphones. Tablets accounted for 12.5 percent of online traffic, however generated 12.9 percent of online sales on Cyber Monday.

Silverpop, has recommended tactics that can help marketers to improve conversions with the growing adoption of single-click purchases.

  1. Ask customers for the Payment Information up-front. Ask customers to register with their payment information in the on-boarding program.
  2. Provide Payment options that simulate the smartphone payments option such as Pay Pal.
  3. Remind and Remarket to customers who have browsed and visited your site but have not bought, to be able to complete the purchase on Desktop.

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How are Smartphones and Tablets different in their Usage?

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Taco Bell, Seamless, Delta (airlines), Farmers, Goodyear and Ace Hardware, targeted nearby consumers via mobile ad networks such as MoPub and Jumptap  and—in a lot of cases—TWC’s popular smartphone app and with Promoted Tweets. Taco Bell, for instance, was running mobile ads through May on TWC’s app but only when the local temperature exceeded 48 degrees.
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Disney’s Planes Buzz in Social Media

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Disney’s Planes tells the thrilling and heart-warming story of Dusty, a plane with high-flying dreams of racing.
There’s just one small problem: He’s afraid of heights.
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