Tiffany Iriana

There is such a fine line with using Snapchat as an advertising tool. For so long Snapchat was pure user bliss, just photos being shared between friends, no filters or geo-tags or even stories! It was just a tool to quickly share a photo. Now we use geo-filters based on location or events, filters to make our face look like the newest movie character and stamp images based off of the time of year. Snapchat is a prime location for advertising as long as the brand is aware that the app is always going to be friend first, ad second. If they can add so many features in less then a year to enhance the user experience then they can easily adapt to make it a better tool for advertising.

Good points Keaton and nice work on the idea of Snap Codes Tiffany and comparing it to QR codes.

This campaign definitely showed how powerful social media can be. The simplicity of having a few props, coffee cups and sleeves combined with a strong brand, tech savvy consumers and a hashtag created a perfect campaign. Gilmore Girls has been off screen for almost 10 years yet they had coffee shops throughout the country full of lines. This could of only happened due to social media, the campaign was a perfect example of social first. They told consumers about the event through social and then made sure those consumers that came to the event tweeted, shared, and instagramed their experience.

This is a great example of how we can’t forget the human experience when it comes to marketing. There’s nothing more powerful than tapping into an organic, emotional connection and Netflix certainly capitalized on that. Their recent investments in nostalgia (reviving Gilmore Girls, but also Stranger Things) show how adept they’ve become at applying data to identify what we “connect” with, not just what they think audiences will enjoy. This execution goes to show that insight extends beyond market research. As a digital brand, Netflix could have relied on word of mouth or the content itself to be the draw the core base. This event probably appeals mainly to that same core base, but all the additional social exposure (in advance of the show) probably goes a long way to gaining new viewers (Netflix also has all the back seasons of Gilmore Girls at the ready) who want to know what all the fuss is about. Still two more weeks of binge watching old episodes before the new miniseries and that’s two more weeks of potential revenue if they can capture it.

I personally thought this campaign was awesome. I fit the bill here for the target audience too, Tiffany. Big fan of the show and excited for the new release. We had some Luke’s pop-ups in the Atlanta area, but I just couldn’t make it happen. It’s so neat to see how much love this got on social. I know it peaked my interest and even though I couldn’t attend, it definitely triggers excitement for the Netflix release with the core fan base.

I totally agree with all your points. I took on a new roll where the previous manager didn’t do well on the “checking in” side. After the initial kick off meeting there wasn’t much follow up even during key times when milestone dates were coming up.

I have made sure to start getting ahead of their due dates and make sure they have what they need to ensure timely delivery.