Assignment+1+-+Online+Advertising+Critique

Online Advertising Critique (due Feb 8, 15%)

Pick two an existing online advertising/marketing campaign and critique their design and approach. Who is their target audience? What are they trying to advance? When did you see this campaign, and where? What techniques did they use? Do you believe they were effective? Why/why not? Post this on your personal wiki.


 * #1 - Calvin Klein X | Mark Your Spot Ad Campaign **

Calvin Klein‘s Spring 2010 underwear collection is an integrated advertising campaign featuring four international actors and athletes. The diverse group of campaign models Kellan Lutz (American actor – Twilight), Mehcad Brooks (American actor – True Blood), Fernando Verdasco (Spanish athlete – tennis player), and Hidetoshi Nakata (Japanese athlete – soccer player) are seen in only their Calvin Klein X underwear, “teasing” the camera and exercising derogatory words which have been censored by a ‘bleep’ sound and a bold red ‘X’ over their mouths [see Vid.1].

[Vid.1] - http://www.ck.com/cktv.aspx#/videoId=244 http://www.ck.com -- calvinklein.tv [Fig.1] - http://www.xmarkyourspot.com/ media type="custom" key="8291042" align="right"

The X “Mark Your Spot” campaign was intended to be a global scheme, launching in all twenty-one countries where Calvin Klein markets. As well as TV commercials and print ads in GQ magazine issued in these select twenty-one countries, Calvin Klein “Mark Your Spot” also took over virally. An online platform was also launched specially showcasing the ads for this campaign. This microsite, www.xmarkyourspot.com/ (*unfortunately this site was removed 2 days ago. It now automatically re-directs visitors to the main CK website), offers nothing else but is solely dedicated to only the advertisements used for the X underwear line featuring TV commercials, photography, individual films by each model, behind the scenes videos, wallpaper, Facebook and Twitter extensions, and a banner campaign [see Fig.1].

= I was first familiarized with the X underwear line campaign via their TV commercials throughout 2010. At one time, Kellan Lutz’s individual ‘X’ film was aired which prompted viewers to visit their microsite   [|www.xmarkyourspot.com] [see Fig.2]. Unsure about who Kellan Lutz was, I decided to visit this website only to discovered a whole world dedicated to the X underwear line. Thus, Calvin Klein has found a way to merge, converge and expand from traditional mediums such as TV and print onto the Internet – and not just onto Youtube. I believe the launch of this online platform was to generate and increase brand awareness for this underwear line. This is evident in their attempt of consumer involvement. “X Marks the World” is a social networking function available on the mircrosite. It works as a social function, allowing consumers with webcams from all over the world to upload their own version of an ‘X’ film [see Vid.2, Fig.3, Fig.4]. =

[Fig.2] - [] [Fig.3] - www.xmarkyourspot.com [Fig.4] - www.xmarkyourspot.com

media type="custom" key="8291918" align="left"

In an attempt to raise the brand awareness they wanted, I believe Calvin Klein went for the shock value with models scantily clad and with phrases such as “You want to see my d***”.** Although as mentioned earlier, these provocative phrases have been censored, it is not difficult to guess what is being said. With that said, the commercials surrounded the theme of sex and profanity, which was bound to attract a lot of attention. Even the tagline "mark your spot" contains sexual connotations. In addition, Calvin Klein has taken design into consideration. First of all, they have utilized the curves and organic shapes of model’s bodies to appeal to target audiences. Shapes are important in their subtlety where viewers are unaware they are attracted to the different angles present in images. Secondly, the use of colours, or lack there of, creates a ‘pop’ effect with the bold red ‘X’ over the model’s mouths. This approach makes sure that those who see the commercials will remember that particular ‘X’, which is clearly associated with the brand of Calvin Klein.

[Vid.2] - http://vimeo.com/14506856

I believe the target audiences of this campaign are young men between the age range of around 18 – 40, as most men within these age groups typically wear Calvin Klein underwear and desire the bodies of the models being depicted. As this campaign was launched globally, it is evident that Calvin Klein wished to reach out to this age group worldwide while attempting to maintain brand awareness.

The Calvin Klein “Mark Your Spot” ad campaign can be considered effective in that it was successful in creating controversy due to explicit language and images which are borderline pornographic. Since I believe the main objective of the campaign was to build brand awareness, I can believe that Calvin Klein was spot on in achieving this with the tactic of the shock value. The commercials have really triumphed over any other ads, which were also attempting to go viral at the same time. However, I cannot say the “Mark Your Spot” campaign has been an absolute success. Addressing the right target audience is very important in that they are important because they are the ones who are most likely to buy the product. In this case, Calvin Klein has failed to connect to their target audience since the commercials mainly appeal to girls and women who drool over the male models – with no intention of buying the product. Overall, as advertisements the campaign has been extremely effective where hype for the underwear line was successfully generated, but the purpose has been lost.

Duncan. "Calvin Klein X Mark Your Spot." //The Inspiration Room//. N.p., 29 Mar. 2010. Web. 7 Feb. 2011. .// //"Calvin Klein Underwear – ‘X Mark Your Spot’."// F.tape//. N.p., 28 Aug. 2010. Web. 7 Feb. 2011. . Gran, Jocelyn. "Calvin Klein X | Mark Your Spot Ad Campaign." //Schema Magazine//. N.p., 28 Mar. 2010. Web. 7 Feb. 2011. . "Calvin Klein "X Mark Your Spot!"." //The Sweet 7//. N.p., 31 Mar. 2010. Web. 7 Feb. 2011. .
 * __//Sources//__**


 * #2 - Travelocity on Chatroulette **

As a frequent Internet user, I see online advertisements every single day. Blogging sites such as [|www.lookbook.nu] and social networking sites such as [|www.facebook.com] are especially prone to blindly throwing ads in every corner of their web pages, whether relevant to the viewer or not. Online ads are so common that it has become almost like white noise to me, or worse, annoying and irritating. With that said, I believe Travelocity has managed to achieve the opposite – to actually engage with consumers on social networking sites without hassling and hounding them, and able to evoke entertainment.

media type="youtube" key="9B-Uhkdol8M" height="390" width="640" align="left" [Vid.1] - []

Traditionally, companies such as Travelocity communicate their campaigns through the web primarily via search engine results, social networking advertising and pop-up ads, which are recurring and insistently appear when customers lease want them to. However, Travelocity has successfully embraced and taken advantage of the rising popularity of the social interacting site called Chatroulette.

The Travelocity gnome first appeared on Chatroulette on March 28th, 2010 and I happened to notice their ad campaign through the word-of-mouth shortly after through friend’s friends. I have always disapproved of Chatroulette as a social networking site after hearing numerous stories about inappropriate images shown on webcam. However, on hearing about Travelocity’s gnome lurking within the corners of Chatroulette I too began to sign onto Chatroulette on the hunt for the red-hat gnome, as well as enjoying screenshots taken by ransoms’ whom have came across the famous gnome. While in the hopes of capturing the red-hat gnome I also couldn't resist the reminder to visit their official website in search of a holiday package for the summer vacation.

I believe the target audience in this case revolves around the people who usually stay at home circulating the Internet instead of being outdoors. Travelocity attempts to target and motivate those who are clearly not on holiday while utilizing a casual environment while evoking some comedy value. I believe there is no specific or certain ‘group’ or ‘category’ Travelocity wished to target but simply those who are connected to the Internet, which there is no shortage of (350,000 impressions and 400 conversations).

In using the iconic gnome, Travelocity managed to achieve brand awareness and praise for their originality. Not only has this online advertising method been low cost but people can immediate relate the gnome to Travelocity, which is invaluable marketing and online advertising for the company. In addition, by being on a social site, staff are at hand to answer any questions straight away unlike the slow customer service on their website or having to wait till opening hours to visit an agency. As mentioned in [Vid.1] there is really no impressive or sophisticated techniques acquired – just the gnome, a webcam, and a handwritten sign displaying witty comments in relation to various holidays. More to the point, each handwritten sign emphasizes the Travelocity website, which redirects the purpose of the appearance of the gnome. Overall, Travelocity on Chatroulette has been able to generate buzz and evidently when an ad is being spread through the word-of-mouth, it is a high indication that it has been a successful campaign. However, although it has raised awareness for the brand, the amount of actual business it has brought in is questionable.

**//__Sources__//** // Morrissey, Brian. "Travelocity Takes Spin on Chatroulette." //ADweek//. N.p., 31 Mar. 2010. Web. 7 Feb. 2011. . DeClemente, Donna. "How successful are Facebook ads?." //Socialmediatoday//. N.p., 24 Sept. 2010. Web. 7 Feb. 2011. .// // Leber, Hank. "The Gnome and Chatroulette." //What Hank's Made//. N.p., 25 Mar. 2010. Web. 7 Feb. 2011. .// // Perez, Sarah. "Travelocity Says Chatroulette Marketing Works." //ReadWriteWeb//. N.p., 12 May 2010. Web. 7 Feb. 2011. .// // Van Grove, Jennifer. "Travelocity Gnome Moonlights on Chatroulette [PICS] Mashable | The Social Media Guide." //Mashable//. N.p., 31 Mar. 2010. Web. 7 Feb. 2011. .// // Heine, Christopher. "40 Days on Chatroulette: Travelocity Sees Positive Results | ClickZ ." //ClickZ//. N.p., 11 May 2010. Web. 7 Feb. 2011. .//