'Awake's' Campaign for 'Fall Back' is Driven by Online Content
Mishal Omar — November 9, 2016 — Marketing
References: awake25thhour
'Awake Chocolate' offers tasty chocolate bars that contain the same amount of caffeine as the average cup of coffee and its newest campaign emphasizes their impact.
Called 'Awake 25th Hour,' the company's latest campaign takes advantage of this year's 'Fall Back' – the clocks turning back an hour and technically gaving everyone a 25 hour day. The online campaign was driven by content that was live streamed on Awake's website – described as 'SNL meets the MTV music awards." The campaign directly appeals to the Millennial demographic with its use of live streaming, vibrant graphics and humorous commercials.
This chocolate campaign uses interactive marketing to appeal to young consumers by energizing them through Awake's product and its accompanying advertising.
Called 'Awake 25th Hour,' the company's latest campaign takes advantage of this year's 'Fall Back' – the clocks turning back an hour and technically gaving everyone a 25 hour day. The online campaign was driven by content that was live streamed on Awake's website – described as 'SNL meets the MTV music awards." The campaign directly appeals to the Millennial demographic with its use of live streaming, vibrant graphics and humorous commercials.
This chocolate campaign uses interactive marketing to appeal to young consumers by energizing them through Awake's product and its accompanying advertising.
Trend Themes
1. Interactive Marketing - The use of interactive marketing techniques to engage and appeal to younger consumers has disruptive innovation opportunities for brands to create immersive digital experiences.
2. Live Streaming - Using live streaming as a content strategy allows brands to connect with their target audience in real-time and create an intimate and interactive experience with potential for disruptive innovation.
3. Millennial-focused Advertising - Developing advertising campaigns specifically designed to resonate with millennials presents opportunities for disruptive innovation in creating authentic and relatable content.
Industry Implications
1. Food and Beverage - The food and beverage industry could explore disruptive innovation opportunities in creating energy-boosting snacks that cater to the needs and preferences of younger consumers.
2. Digital Media/marketing - The digital media and marketing industry has opportunities for disruptive innovation by leveraging interactive platforms and live streaming technologies to redefine advertising and content creation for brands.
3. Confectionery - The confectionery industry can explore disruptive innovation by incorporating unique ingredients, flavors, and experiences to cater to the changing demands of younger consumers seeking innovative and stimulating products.
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