Evaluating Social Media Uses and the Altruistic Effects of Oscar Mayer’s Good Mood Mission Campaign
Back in February, I posted a blog admiring the successful launch of Oscar Mayer's Good Mood Mission (GMM) campaign. If you're unfamiliar with the Good Mood Mission, you can find details on the integrated marketing campaign here.
• RQ1: How is the Oscar Mayer Good Mood Mission campaign using social media outlets to benefit their brand?
• RQ2: How does Oscar Mayer benefit from launching an altruistic campaign?
My literature review analyzed social media, Attribution Theory, word of mouth communication in interactive media (eWOM), Viral Marketing, and the Theory of Reasoned Action.
I developed the hypothesis that Oscar Mayer chose to utilize social media in The Good Mood Mission campaign to increase the reach and frequency of the campaign’s message, to allow interaction that could generate crowd sourcing, and lead to word of mouth marketing/viral marketing, and utilize positive evaluation techniques.
Various social media tactics are being used in the GMM campaign. The kick off flash mob had instant viral success and appeared on YouTube, Facebook, Twitter and local news channels.
The GMM Web site is completely interactive. Buttons at the top of the page direct users to "Follow" the GMM on Twitter, or "Fan" the GMM on Facebook. Upon visitation of the campaign's website, users are asked if they'd like to "connect with Facebook".
Comments and shared media on the GMM Facebook page reflect eWOM communication, however the credibility of positive "recommendations" towards Oscar Mayer products must be questioned due to Oscar Mayer's power over their own Facebook page. Are fans really complimenting Oscar Mayer products? Or are Oscar Mayer employees planting these comments on their Facebook page?
Like Facebook, @OscarMayer encourages eWOM communication by asking users to tweet their "good mood moments" and upload TwitPics and TwitVids containing content that relates to Oscar Mayer . The Twitter search engine provides a fantastic evaluation tool for the GMM campaign. By typing in keywords related to Oscar Mayer and the GMM, anyone can see what's being tweeted about the brand and it's products.
The GMM blog linked from the GMM website serves as another great evaluation tool and generator of eWOM communication as visitors comment to share their own experiences of seeing the Weinermobile in their city.
These social media tactics build BRAND AWARENESS because every time content is shared via Facebook, Twitter, YouTube, or blog, people see the Oscar Mayer logo and associate the good moods, good memories and good laughs (that stem from submitted pictures and videos) with the Oscar Mayer brand.
In answer to my second research question, I found that cause marketing allows for brands to give people the chance to feel like they’re “giving back.” Zmuda and York assert that 79% of all consumers say they would be likely to switch from one brand to another (when the price and quality are about equal) if the other brand is associated with a good cause (2010, p.1). According to the Theory of Reasoned Action, individuals are likely to participate in the GMM campaign because they’re genuinely touched by the cause and they truly want to help OR they have considered how they would appear to their peers if they chose NOT to participate, and decided to contribute to maintain a “caring and giving” reputation.
In summation, I've concluded that in regards to tactics employed by Oscar Mayer's Good Mood Mission campaign, "It doesn't get better than utilizing social media."
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About Me
- Jill, not Jillian.
- Graduate student. Studying public communication and technology with an emphasis in public relations. Publicist for Disney. New media guru.
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