Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

Study: ‘Green Evangelists’ Are Spreading Eco-Friendly Message

Study: ‘Green Evangelists’ Are Spreading Eco-Friendly Message

For its Green AMPlified study, AMP surveyed 3,200 consumers ages 18-49 to capture opinions, beliefs and perceptions of people’s relationships with the “green movement.” Nineteen percent of respondents were defined as “Influentials” or “Green Evangelists”—those who, after learning that a company is environmentally friendly, are very likely to recommend the company and/or its products to others. Green Evangelists tend to be in the 18- to 30-year-old age range and 57% are female, the study found.

Filed under: eco-friendly, environment, Gen Y, opinion leaders, social responsibility, Young Adults

Spendy Co-Eds: Digitally-Engaged, Socially Responsible

Spendy Co-Eds: Digitally-Engaged, Socially Responsible – MarketingVOX

A record-level 13.6 million college students (age 18-30) will soon
arrive on campus and account for a record $237 billion in spending this
year — up 20 percent from ’07, according to Alloy Media + Marketing’s 8th annual College Explorer study, powered by Harris Interactive

Filed under: college students, Consumer, digital, Gen Y, social responsibility, students, Young Adults

Gen Y’s Favorite Brands

Gen Y’s Fave: Whole Foods

Hipsters may not have enough money to put food in their fridge, yet many are willing to pony up the extra cash for eco-friendly brands like Method. This was one of the takeaways from a recent survey conducted by Outlaw Consulting, San Francisco. The marketing firm polled 100 Gen Y consumers (ages 21-29) from among its panel of trendsetters living in Los Angeles, Miami, New York and San Francisco. The goal was to gauge what brands influencers perceive as being environmentally friendly.

Filed under: Consumer, eco-friendly, Gen Y, Tastemakers, Young Adults

Taco Bell’s new menu goes for a cheap fill

Taco Bell is unveiling a 2008 product game plan today that could nudge folks to forget the past and instead drive into Taco Bell in droves: cheap eats. The image-challenged chain–which has slowly but methodically regained its footing following an E. coli outbreak in late 2006 and a rat infestation at a New York City unit in 2007–will roll out a “Why Pay More?” value menu with 10 products. Four of them are new–priced at 79, 89 and 99 cents.


Taco Bell’s new menu goes for a cheap fill – USATODAY.com
Taco Bell may be emerging from taco hell.

It hasn’t been easy. There was the E. coli outbreak in late 2006 that sickened 70 and closed dozens of restaurants. Then, the rat infestation at a New York City unit in 2007 that became an Internet must-see.

Filed under: Consumer, economy, food, Gen Y, Men, Young Adults

Burger King Whopper To Be Feted

Burger King plans to build Whopper Bars in places like casinos, airports and other venues with limited space.

The menu and size of the Whopper Bars will be smaller than a typical
Burger King, but they will sell Whoppers not typically available at all
times in the chain’s traditional restaurants. Executives say they
haven’t finalized the menu, though it could include as many as 10 types
of Whoppers, such as the Western Whopper, the Texas Double Whopper and
the Angry Whopper, a version topped with spicy onions. One menu sketch
has a section called “Pimp Your Whopper,” where patrons can chose from
additional toppings like jalapeno peppers, bacon and barbecue sauce.

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Burger King Whopper To Be Feted – WSJ.com
MIAMI — Burger King Holdings Inc. plans to start building a new version of its restaurants this year called the Whopper Bar that will sell a wider variety of its signature hamburger in a hipper setting.

The menu and size of the Whopper Bars will be smaller than a typical Burger King, but they will sell Whoppers not typically available at all times in the chain’s traditional restaurants. Executives say they haven’t finalized the menu, though it could include as many as 10 types of Whoppers, such as the Western Whopper, the Texas Double Whopper and the Angry Whopper, a version topped with spicy onions. One menu sketch has a section called “Pimp Your Whopper,” where patrons can chose from additional toppings like jalapeno peppers, bacon and barbecue sauce.

Filed under: Consumer, Customization, food, Men, Young Adults

Unconventional Marketing Reaches Video-Game College Tour

The marketing campaign for the tour runs the gamut from colorful chalk drawings
on campus sidewalks in front of the student union and fliers posted on
buildings, to online banner ads and 30-second television spots running on local
cable networks – a good way to engage the target audience.

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MediaPost Publications – Unconventional Marketing Reaches Video-Game College Tour – 03/31/2008
IT NEVER FAILS. VIDEO GAMES attract college kids. So when Best Buy and Motorola reached out to educated 18- to-24-year-olds, the companies opened their wallets to sponsor the video game spring tour G3: Games, Gear and Gadgets that kicks off today.

Video-game tour organizer Game U planned the marketing campaign for the tour, which runs the gamut from colorful chalk drawings on campus sidewalks in front of the student union and fliers posted on buildings to online banner ads and 30-second television spots running on local cable networks. Tour director and event organizer Robin Davis says, “I typically hire a street team, but sometimes students take the marketing and promotions into their own hands.”

Filed under: college students, Consumer, digital, experiential, Games, Gaming, Gen Y, Young Adults

Storming the Campuses

GXC – a strategy game played by hundreds and thousands of Ivy League college students at once – is a game that is enhancing online interactions between these highly intelligent young adults.
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Storming the Campuses – New York Times

Eleven thousand Ivy League students and alumni have played out these scenarios as part of an online computer game called GoCrossCampus, or GXC. The game, a riff on classic territorial-conquest board games like Risk, may be the next Internet phenomenon to emerge from the computers of college students.

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Filed under: college students, Games, Gaming, Gen Y, Internet, Virtual Worlds, Young Adults

Building a Brand with Widgets

The customizable bits of software on Facebook and other social networking sites are the latest trend in viral marketing. But are widgets here to stay?

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Building a Brand with Widgets
The cards were stacked against A&E Television Network as it tried to generate positive buzz about its new series, Parking Wars. For one, it’s a reality show about meter readers. Two, the show doesn’t feature celebrities. “We thought if we could find a clever way of increasing consumer interaction with the concept behind the show that we would increase curiosity in the show itself,” says Lori Peterzell, A&E’s vice-president for consumer marketing.

So A&E hired area/code, a multimedia game developer, to build an online game based on Parking Wars. Played on the social network Facebook,
the game has users park virtual cars on friends’ profile pages, or
“streets,” while slapping tickets on cars parked on their own page and
avoiding tickets themselves.

Filed under: Consumer, digital, Internet, social networking, technology, viral, websites, widgets, Young Adults

Will Ferrell smells good to Old Spice

Will Ferrell, one of the most tireless–some would say shameless–promoters on Hollywood’s A-list, stars in a series of jocular TV spots pitching Procter & Gamble’s newest addition to the Old Spice product line, Pro Strength antiperspirant. The spots help raise the profile of Farrell’s R-rated “Semi-Pro,” while reaching the young male consumers P&G covets.

The actor ad-libbed much of the material in the eight ads during a daylong shoot, signing off with such politically incorrect tag lines as “Don’t smell like a turtle cage” and “The finest street-legal antiperspirant you can get outside of Mexico that’s not poisonous.”

The campaign is the latest move aimed at reinvigorating the Old Spice brand. P&G has reached out to younger males with grass-roots marketing, replacing the clipper ship on the cologne bottle with a sleek racing yacht and adding product lines such as High Endurance and Red Zone. “What was a sleepy brand has become a fantastic growth story,” says
James Moorhead, Old Spice brand manager.

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Will Ferrell smells good to Old Spice – Los Angeles Times
The pitchman calls himself Jackie Moon, but he is unmistakably Will Ferrell in character as the 1970s basketball player from his upcoming comedy “Semi-Pro,” complete with Afro, headband and short shorts.

Everyone sweats six liters a day, he explains, glowering into the camera from a locker room.

Filed under: advertising, CPG, Gen Y, Internet, movies, websites, Young Adults, youtube

Gulp! Burger King Is on the Rebound – New York Times

Burger King’s success with hitting it target market has not gone unnoticed. They sponsor all the right things – NFL, Nascar and Xbox. They are using humor in their ads that speaks to the Youtube generation of guys who eat meat – and not salads. Its funny how their success completely opposes recent healthy lifestyle trends that seem to be all the news lately.
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Gulp! Burger King Is on the Rebound – New York Times

Burger King’s laserlike focus on the testosterone crowd has prompted a turnaround that has been easy to miss, given the phenomenal roll McDonald’s has been on for the last few years. Indeed, Burger King’s rebound isn’t nearly as profitable or sustained.

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Filed under: advertising, food, Men, Sponsorship, Young Adults

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