The Nutricia Baby Connection App Publicity Stunt Reverses Gender Roles
Chalaine Mantha — April 11, 2011 — Tech
References: itunes.apple & youtube
The Nutricia Baby Connection app for the iPhone is meant to get fathers more involved during pregnancy. Since the app works best when the parents use it as a couple, Nutricia created an innovative publicity stunt that lets men experience pregnancy for themselves.
The Nutricia Baby Connection app campaign took place in a busy mall, where men were clothed in pregnancy-simulating outfits. The men were then asked to do simple tasks like get out of bed, do household chores and sit in a chair. It is funny to watch as these men struggle with what their partners have to deal with every day. The campaign is a great way to let men experience things that their bodies will never have to undergo.
The Nutricia Baby Connection app campaign took place in a busy mall, where men were clothed in pregnancy-simulating outfits. The men were then asked to do simple tasks like get out of bed, do household chores and sit in a chair. It is funny to watch as these men struggle with what their partners have to deal with every day. The campaign is a great way to let men experience things that their bodies will never have to undergo.
Trend Themes
1. Increased Father Involvement - Creating apps and campaigns that encourage and support fathers in participating more actively during pregnancy and parenting.
2. Immersive Experiences - Utilizing virtual reality or simulation technology to allow individuals to temporarily experience physical sensations to gain empathy or understanding.
3. Role Reversal Advertising - Developing provocative marketing campaigns that challenge traditional gender roles in order to generate buzz and engage consumers.
Industry Implications
1. Mobile Apps - Developing innovative mobile applications that provide resources and support for fathers during pregnancy and parenting.
2. Technology - Implementing virtual reality or simulation technology in various industries to offer immersive experiences for educational or promotional purposes.
3. Marketing and Advertising - Creating disruptive campaigns that challenge societal norms and traditional gender roles to attract attention and expand brand engagement.
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