Page 77 - PRE-INTERMEDIATE A5 204

ВИШНЕВСКАЯ ВИКТОРИЯ ЮРЬЕВНА ©

Exercise 209. Read and discuss the article.
Hilarious Marketing Campaigns and What You Can Learn from Them
“You’re Not You When You’re Hungry” Snickers introduced their “You’re
Not You When You’re Hungry” campaign during Super Bowl XLIV in 2010.
In this campaign, eating a candy bar turns a grumpy celebrity into a “better”
version of a normal person.
The lesson: Apparently, getting people to laugh at themselves when they are
their crabbiest is an effective marketing strategy. The parent company, Mars,
Incorporated, won several awards for the hilarious campaign. More
importantly, though, Snickers had been losing market share to other chocolate
treats and the celebrity campaign got people talking about the candy bar. In
fact, campaign sparked Snickers’ most successful period of growth, boosting
sales by 15.9 percent in a single year and increasing its global market share by
$376.3 million. That’s a sweet return!
Anheuser-Busch: Whassup?! The beer company rocked the advertising
world in 1999 by answering one question with another in a single word:
“Whassup?!” The series of commercials features a group of friends connecting
on a group phone call while drinking beer and watching the game on TV. Each
friend who entered the call yelled, “WHASSUP!?” instantly creating a
catchphrase that rattled advertising for the next few years.
The lesson: The main lesson here is that a campaign can be silly and informal
– you do not have to ruffle feathers to be successful. Genuine humor, even
humor that celebrates your customer’s unique oddities, may often sell more
products than edgy comedy. The ad also reminded us why we don’t do group
calls anymore.
Incorporating comedy into your marketing campaign can be successful, but it
is not always easy. For best results, consider hiring a comedy writer who
understands marketing. Creating a funny marketing campaign for television,
radio or the internet can attract attention and improve your bottom line.
Exercise 210. Watch the video Whassup and discuss.
- Hello.
- Hello. What’s up?
- None, just watching a game, having a Bud. What’s about you?
- None. Watching a game, having a Bud.
- True. True.
- Whassup?
- Whassup!
- Yo, who’s that?
- Yo! Pick up the phone!
- Hello.

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