As you may recall, back in February, Budweiser announced that they were skipping the Super Bowl this year and would shift funding to raising awareness about the Covid-19 vaccine. We discussed it here...
http://pjlehrer.blogspot.com/2021/02/will-embracing-cause-marketing-be-smart.html
On April 7th, in honor of National Beer Day, Budweiser began their campaign. How appropriate. (Faw, 2021)
You can check the first ad out here...
https://www.youtube.com/watch?v=Eehmzv2cpNc
As discussed, this is one of several highly targeted communications being spearheaded by the Ad Council and COVID Collaborative. (Ad Council, 2012)
You may have already seen this video which features former U.S. Presidents...
https://www.youtube.com/watch?v=eCza6UGmRTk
Or perhaps this one designed to reach the religious community developed in partnership the ChristiansAndTheVaccine.com coalition...
https://www.youtube.com/watch?v=Hgp47GQAWqg
On Sunday April 18, at the 56th Annual ACM awards, country music stars will join the effort when a new commercial featuring country music stars Eric Church, Ashley McBride and Darius Rucker makes its debut.
This is clearly a full court press. But, will it work?
Do you think that Budweiser's money was well spent? Or should they have run their usual Super Bowl ad? Will the commercial motivate people who are afraid of needles?
Did you see the Presidents spot when it aired on television? Who do you think would be most influenced by this ad? Which points are the most persuasive? Was it a mistake to include photos of people getting their shots?
What about the religious focused video? Did you catch it on YouTube? Will it be effective? Why or why not?
Finally, will you be watching the ACM Awards on April 18? And, will the words of country music stars be likely to influence you?
Faw, L. (2021, April 7) Budweiser Teams With Ad Council on COVID-19 Campaign. mediapost.com. Retrieved April 13, 2021, from https://www.mediapost.com/publications/article/362104/budweiser-teams-with-ad-council-on-covid-19-campa.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=122002&hashid=EprW9szuRz-P0Y8JYqr1eg
Ad Council (2012, February 25) The Ad Council and COVID Collaborative Reveal 'It's Up To You' Campaigns to Educate Millions of Americans about COVID-19 Vaccines. prnewswire.com. Retrieved April 13, 2021, from https://www.prnewswire.com/news-releases/the-ad-council-and-covid-collaborative-reveal-its-up-to-you-campaigns-to-educate-millions-of-americans-about-covid-19-vaccines-301235481.html
6 comments:
Budweiser ad
I think Budweiser spent money well. They should COVID campaign ad continuously until this situation gets done. I do not remember any other beer or liquor companies' ads except for Budweiser's ad after COVID; Budweiser's ad gives a sense of feeling this company takes care of their customers and tries to be responsible to society as a big entity, that makes me feel good about this company. It's hard to guess this commercial motivates people who are afraid of needles, but at least it'll make people remind them they have to get the vaccine if they didn't get it yet whenever they watch the ad.
President ad
I haven't seen this ad before, but I think it is an excellent ad because usually, we can't see all of them in one campaign. This ad is influenced me because the previous presidents are still leaders of the country, and it is good to see the leaders do the action first as a representative and people, in general, follow them. I like this ad.
However, it seems like this ad is not effective at all to people who believe the vaccine conspiracy theory. The surprising thing is almost all comments of this video are negative comments. I didn't expect this reaction at all. One of the comments says, "If they are telling us to get vaccinated, then we definitely shouldn't trust it." It shows what kinds of people wrote this clearly. This ad might be influenced only by people who are already favorable to the presidents.
Religious focused ad
I did not catch this ad on Youtube before because I do not have a religion and watch any religious videos on Youtube, for this reason, my Youtube algorithm never suggests these types of videos, so this video is hard to reach out to viewers like me unless someone suggests the footage directly to me. I guess this video might be compelling for the Black Christian community in the South. As a foreigner, it is hard to figure out cultural contexts when I watch this ad, but I guess it targeted mainly on Black Christians. It might not be effective for people who are not Christians or other races.
ACM Awards
I will not watch ACM Awards, and I am not following any country music stars, so they will not influence me. Personally, I am more into hip hop, so hip hop stars' words would be more effective to me than country music stars’. However, I support any industry's efforts to raise awareness of getting the vaccine. I wish ACM Awards this year influences many country music fans to get vaccinated.
-Hanjo Mok-
Hi
As much as Budweiser tried to incorporate memories before the pandemic to motivate people to get vaccinated, I think they did not do such a good job with their ad. They failed to capture the essence of what it entails to get vaccinated, only showing memories of people enjoying their beer. This does not cover the concept of the importance of getting vaccinated and thus the commercial fails to motivate people afraid of needles to take part. Instead, they should have stuck with running their usual Super Bowl ad.
Unfortunately, I did not see the Presidents spot when it aired since I am not really a TV fan but seeing it now makes be understand the importance of getting vaccinated based on what they present to the public, and the relatable information to everyone else. I think the most influenced persons by this ad would be the ISFP and the INTP who would focus on protecting themselves and others and thinking of the significance of vaccination respectively. The most persuasive points are those of getting vaccinated so that life can get back to normal without fear of getting infected and the mobilization of everyone to also get vaccinated for a better community. It was good to include photos of people getting their shots, particularly President Carter and his wife because it shows the audience the concept of vaccination and its related aspects.
I caught the religious focused video on YouTube and found it interesting because it aims to mobilize certain communities of religious people that go to church, motivating them to get vaccinated so that they can go back to worshiping and praising in public rather than at home.
Based on these adverts, I am quite interested in watching the ACM awards to see what concepts they include as motivating factors. I am not a country music fan by maybe based on the content they include about getting vaccinated, I may likely be influenced by what they say.
I believe that Budweiser's money was well spent. COVID-19 is an international vital issue nowadays, this action not only gave me a good impression of their company, it also motivates people to get their shot.
I believe President's ad will influence his supporters the most, he is showing a good influence. Unlike Donald Trump, being a bad influence at the beginning of COVID-19 pandemic, creating a chaotic scene that now everyone needs to suffer.
I did not catch this video on Youtube, although I am Christian. I believe it will be effective to religious people, because religious people are always the easiest to be influence. They are warm hearted and don't like to make trouble for others. Getting the vaccine shot is the best way to avoid trouble for others during this pandemic.
I will not be watching the ACM Awards on April 18, however, I believe the words of celebrity or stars can greatly influence the younger generations. By the way, I am getting my second dose vaccine shot this Wednesday! :D
Belle Zhao
I do think the Budweiser money was well spent and they should not have spent their money on the super bowl. It was one of the lowest viewed super bowls in their history, as a matter of fact all sports viewing is down. It was a smart decision by Budweiser and a great step into the CSR for them. I think it will also reach to their customer base that are eager to start enjoying those times again with their friends. If their lord and saver beer is reminding them to do it and it will bring back their tailgates, that base might be more eager.
I was not aware of the President ad and didn't see it. I assume that it was for a older generation than I and I think the people most influenced by them were minorities who may be more nervous about the vaccine. The most persuasive parts were the leaders of our nation talking about normal people problems. Going to work, baseball games and seeing mothers and grandmas. It was really down to earth. I think they needed to show them getting their shot to prove they are invested in what they are saying.
I did not see it on youtube, I'm not sure it will be as effective as the presidential ones just because it didn't have the authority figure. It will be effective if it would matched by their own religious leaders in their areas getting vaccinated. It will make it personal.
I love country music, but I will not be watching the AMC awards. That just sounds like a terrible waste of time. Unfortunately when it comes to country music the best thing I think they could do would be have vaccine only concerts. That would influence me and other country music listeners to get the vaccine just so we could see another concert in person.
No, I do not think Budweisers money was well spent. I think that they should have concentrated their marketing efforts on their normal entertaining commercial ads or on efforts toward raising awareness about drunk driving/responsible drinking. This is something that their product directly affects. I do not think it will motivate people who are afraid of needles. The ad seemed opportunistic.
This was the first time that I saw the ad with the former presidents. I think the 's' type personalities would be the most influenced by this ad since former presidents are perceived more as celebrities than authorities on medical vaccinations. The points that were most persuasive were the president's portrayal of themselves as regular Americans who just want to return to doing regular American things as soon as possible. I think it was a good idea to display these former presidents receiving their shots because it shows that needles are nothing to be afraid of and that former politicians believe they are safe.
I believe that the religious focused videos will only be effective toward their target audience. For non-religious people or people who are non-Christians, I do not think this will be effective. I think it will only be effective with other Christian believers because it will only resonate with that particular tribe.
No, I did not watch the ACM awards. The words of country music stars do not influence a person like me because I do not feel we belong to the same tribe or have much in common with each other.
I think the vaccine full-court marketing press will work/is working on getting as many Americans vaccinated as possible to reach herd immunity. I don't believe Budweiser's money was well spent on the ad because the video on their official YouTube channel has a little over 260K views; when advertising during a SuperBowl commercial reaches millions of Americans. Those that not want to get vaccinated for various reasons, one being they are afraid of needles, may be persuaded to get the shot because I believe people ultimately want to return to a sense of normalcy.
I saw the former President's ad when it aired on TV, and I think older Americans were the target because more senior people in this country were initially affected the most by the virus. It was a persuasive ad. I don't think it was a mistake to show people getting shots in arms because President Biden ran on that message. I cannot count how many times I've heard the phrase "shots in arms" coming from the White House, so I think it was on-brand to show people getting shot in their arms.
I think the religious ad was effective because the religious community was forced to close its doors to its members in most states, prompting an outcry that their religious freedoms were being jeopardized.
I did not watch the ACM awards, and the words of any celebrity would not prompt me to take the vaccine. I am fully vaccinated because I think not being vaccinated will affect my ability to travel abroad in the future.
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