Will New Yorkers even notice?

NY is definitely the land of the weird.  Man in his underwear – must be the Naked Cowboy.  People talking to themselves – oh wait that happens everywhere now. 

But these past few weeks a couple of interesting promotions are making even jaded New Yorkers take a second look.  First there was a promotion for the new movie version of Carrie.  When a standard coffee shop argument turned telekinetic, even the most oblivious smartphone users reacted.  Here is the video that was distributed and run by various news outlets.

http://www.timeout.com/newyork/things-to-do/a-viral-marketing-stunt-for-carrie-is-actually-pretty-creepy-video

And this weekend, you may find a Star Trek character delivering your groceries.  GE has partnered with Star Trek to promote their “Brilliant Machines” with this commercial. 

http://www.youtube.com/watch?v=2QMO1SZ0-is&list=PLxRhTjvLlyoIXJLwUxoQFx7Erz_FUPkJ9&index=2

For the local promo they have partnered with TaskRabbit to rebrand deliverers as TrekRabbits.  Post a task under $35 between 10/10 and 10/13 and you may find yourself randomly selected for a warp speed delivery. 

Hmm.  Sounds like fun, but will it really help GE sell stuff?  Or will New Yorkers assume that the characters are in town for ComicCon?  Likewise will viewers of the ‘sNice video go to see Carrie?  Will you?

McDaniel, M. (2013, October 7)  Customers Freak Out as Viral Video Unleashes 'Carrie' in a Coffee Shop.  movies.yahoo.com.  Retrieved October 10, 2013, from  http://movies.yahoo.com/blogs/movie-talk/viral-video-unleashes-carrie-coffee-shop-155157580.html

Golembewski, V. (2013, October 10)  Live Long & Prosper With Trekkie-Delivered Groceries.  refinery29.com.  Retrieved October 10, 2013, from  http://www.refinery29.com/2013/10/55134/task-rabbit-star-trek-delivery?utm_source=feed&utm_medium=rss

Help! My husband is being stalked by gas ranges.

It all started when my GE range broke.  (Note to GE:  I’m not sure why you would ruin your hard won reputation by putting your name on a piece of junk.  But I do know that I will never buy another GE product again.)

While I did most of my research on my own computer, one night I must have used his and as a result he started receiving those ads that follow you around the internet (called retargeting).   I can see why advertisers have embraced this technology.  Conceptually the idea makes sense, since apparently only 2% of shoppers actually buy on a first visit.  (2013)  But it has occurred to me that while I have had many ads following me lately the advertisers have wasted their money.  Let me recap why.

1. I am done with my new range research.  My next step is to go to a store to check out the possibilities in person.  Continuing to send me ads now is a waste of money. 

2. I am also being stalked by swim goggles.  In this case since the first supplier I checked did not have the exact item I wanted, I bought them from someone else.  Again sending me ads now is a waste of money.

3. Someone I know told me that they were buying a piece of artwork.  I visited the artist’s website to check out his work.  I never had any intention of buying any.  So, that’s more money wasted.

4. I am being stalked by lamps because I bought one a few months ago.  In this case the company is sending me ads for models that I checked out and rejected in favor of the one I bought.

5. Recently I searched for sneakers that are out-of-stock.  For some odd reason Zappos thought this would be a good time to send me ads for the sandals I looked at last summer.  Hmm.  I already bought those as well.

To date, I have never bought anything due to this type of advertising.  My husband points out that if they told him as they stalked him that they had lowered the price of the item he had checked out then he might be interested – assuming that he hadn’t already bought it.  I think that’s a good idea.

What about you?  Have you bought anything based on retargeted ads?  If they told you the item was on sale, would you?

(2013) How Retargeting Works.  Retrieved February 14, 2013, from http://www.adroll.com/retargeting

Can an iPhone app sell MRI machines?

3/3/10

GE has taken their “Healthymagination” campaign to the web with a content-rich website, a mobile app, and social networking.
Saying that: “From a digital perspective the difference between business-to-business and business-to-consumer is starting to vanish”, they are betting that breaking medical information into small bites, and delivering it to iPhones, will ultimately lead to more sales of high tech imaging equipment to their key customers -- doctors and hospital administrators. (Mahoney, 2010)
What do you think? Will such an indirect approach be effective? Will consumers influence doctor/hospital purchasing?

Mahoney, S. (2010, February 25). GE Launches Consumer Web Initiative. Mediapost.com. Retrived March 3, 2010, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=123191&nid=111573