Bing | Decode Jay-Z Case Study (3)

Here we are on the last part of Bing | Decode Jay-Z Case Study (phiuuh!). In this last section, I would like to expand a bit on integrated marketing channels used by Bing and then Marlboro tries to adopt through its Marlboro Connections campaign that started in 2011 in Indonesia.

Marlboro Connections

Similar to Bing’s campaign on Bing | Decode Jay-Z, Marlboro through Marlboro Connections campaign also tried to adopt this breakthrough ad campaign. Marlboro connections is basically an engagement program designed by Marlboro to draw smokers’ attention by selling their ‘party’ image that is so inherent in this brand. But more than that, Marlboro also would like to try to get ‘more’ by using all the marketing channels that they have to create brand message awareness, loyalty of their costumer…

The format of this campaign is actually a game where the participants were asked to collect codes as many as possible. They put these codes all over their ad materials: billboard, DST (Direct Sales Team), website, online games, events, even modern chain outlet. The participants had 2 options: to use their badges (type of barcode) to redeem prizes or they can use it to open their opportunity to go to New York, Istanbul, and Berlin (and absolutely, for having a party!).

Integrated Channels

How did the idea of an integrated channels work? Isobar, a modern communication agency split ad channels into 3 big parts:

Paid. Owned. Earned. Paid media is described as a media that is used by brands to convey their messages. Brand has full control over the content of the messages delivered in this kind of media. In Bing & Marlboro’s cases, they paid for billboard, swimming pool, leather jacket to advertise their program and delivered their message to the viewers. The easier idea is like you are speaking through giant speaker, “Hey… it is me, Dea. I hate romantic drama, I love travelling and marshmellow.” The person you are talking to can directly understand what kind of person you are, or just half-understood, or the worst… they really have no idea who you are and they don’t care about you. In this kind of media, you can only have one-way communication.

While owned media is a channel that is (of course) owned by brands, still they can fully manage the content of message they want to deliver, but… there are rooms for brands to listen to what you want. It is like you are inviting people who like as well as do not like you to come to your house, you gather them and you let them talk about you in front of you. You can understand why they do not like you or why they really love you so that they are really loyal to you. In Bing & Marlboro, they both were using their website as a place for their participants to use.

And what you earned, is something that you really can’t control, no matter it is good or bad. If it is good, it’s your luck. People will promote your brand and you will have the amplification freely. Bad if it is bad, it will also impeding your potential costumer to even have willingness to know further about your brand.

Unfortunately, most brands today are only focusing their promotional activity separately in paid and owned media. While Bing tried to do it in different way. They minimize their spending on paid media, drag them to their own media, and let the participants talked about them and spread the information for them through Facebook and Twitter.

Same with Marlboro, they let people see their message on their paid media, then let them get into their web in order for them ‘cracked’ the codes or play online games to gain more badges. They use their DST (owned) to invite this ‘interested’ participants to Marlboro events. In their events (owned), Marlboro give the participants their brand messages over and over again. In a simpler way, they send the mass message, targeted the right audience as what they want to be kept and nurtured to be their loyal costumer/user.

Cool eh? 🙂

And based on Ebizmba, here are the top 10 search engines on November 2012:

1 | Google

1 – eBizMBA Rank | 900,000,000 – Estimated Unique Monthly Visitors | 1 – Compete Rank |1 – Quantcast Rank | 1 – Alexa Rank.
Most Popular Search Engines | Updated 11/5/2012 | eBizMBA

2 | bing
17 – eBizMBA Rank | 165,000,000 – Estimated Unique Monthly Visitors | 13 – Compete Rank | 16 – Quantcast Rank | 22 – Alexa Rank.
Most Popular Search Engines | Updated 11/5/2012 | eBizMBA

3 | Yahoo! Search
18 – eBizMBA Rank | 160,000,000 – Estimated Unique Monthly Visitors | *8* – Compete Rank | *28* – Quantcast Rank | NA – Alexa Rank.
Most Popular Search Engines | Updated 11/5/2012 | eBizMBA

4 | ask
26 – eBizMBA Rank | 125,000,000 – Estimated Unique Monthly Visitors | 11 – Compete Rank | 14 – Quantcast Rank | 52 – Alexa Rank.
Most Popular Search Engines | Updated 11/5/2012 | eBizMBA

5 | Aol Search
144 – eBizMBA Rank | 33,000,000 – Estimated Unique Monthly Visitors | *336* – Compete Rank | *240* – Quantcast Rank | NA – Alexa Rank.
Most Popular Search Engines | Updated 11/5/2012 | eBizMBA

6 | MyWebSearch
233 – eBizMBA Rank | 19,000,000 – Estimated Unique Monthly Visitors | *65* – Compete Rank | 409 – Quantcast Rank | 225 – Alexa Rank.
Most Popular Search Engines | Updated 11/5/2012 | eBizMBA

7 | blekko
615 – eBizMBA Rank | 9,000,000 – Estimated Unique Monthly Visitors | 499 – Compete Rank | 631 – Quantcast Rank | 715 – Alexa Rank.
Most Popular Search Engines | Updated 11/5/2012 | eBizMBA

8 | Lycos
1,094 – eBizMBA Rank | 4,300,000 – Estimated Unique Monthly Visitors | 837 – Compete Rank | 347 – Quantcast Rank | 2,097 – Alexa Rank.
Most Popular Search Engines | Updated 11/5/2012 | eBizMBA

9 | Dogpile
1,707 – eBizMBA Rank | 2,900,000 – Estimated Unique Monthly Visitors | 700 – Compete Rank | 876 – Quantcast Rank | 3,545 – Alexa Rank.
Most Popular Search Engines | Updated 11/5/2012 | eBizMBA

10 | WebCrawler
1,972 – eBizMBA Rank | 2,700,000 – Estimated Unique Monthly Visitors | 128 – Compete Rank | 1,281 – Quantcast Rank | 4,507 – Alexa Rank.
Most Popular Search Engines | Updated 11/5/2012 | eBizMBA



One thought on “Bing | Decode Jay-Z Case Study (3)

  1. wow, such a nice topic and discusiion. DO you know that piracy for music album, actually local singers one is decrease nowaday? then, KFC as the top seller fast food kitchen used some of the artist like agnez monica and smash to be promoted or sold the album by KFC store. While the other music store one cannot sell it.

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