Kraft’s Associate Director Dana Shank showed the audience at the 2013 iMedia Brand Summit how the company uses mouthwatering food photography and rich customer data to produce sales results through content marketing.
The speakers at the session, "Organizing for Content," at the 2013 iMedia Brand Summit, showed how companies can ensure they develop and distribute great content.
The other night two commercials ran in successive commercial pods and their juxtaposition caught my attention. The first was a spot for the new iPhone 4 which includes a new video calling feature; the second was a spot from Verizon for their new campaign, Rule the Air.
Both ads were really compelling, each in its own way – together they provide a couple of instructive insights about what makes a great TV ad.
The core of each ad was essentially a product demonstration. In Apple’s case, the ad showed various situations in which FaceTime, the video calling feature, added a special dimension to the call. It started with the more expected scenarios -- the newborn connected to the traveling dad and the graduate connected to the doting grandparents.
Then the spot moved into richer territory as it showed an expectant mother sharing a sonogram with her husband who supposedly is thousands of miles away serving in the military – and ends with a couple using sign-language to express their affection for each other. By using scenarios which could not replicated by audio phone calls alone, Apple clearly demonstrated how great the new phone is.
The Verizon ad also gave a product demonstration, albeit in... Read more