Media-Literate Marketing

Brands relate to consumers by referencing a pervasive digital culture

Implications - Whether playfully referencing selfie culture or advocating for periods of digital detox, brands are increasingly referencing the pervasiveness of web culture in television advertising spots. This strategy reflects back to consumers what is important to them in the evolving digital world, such as finding a place and purpose in the participatory culture of social networking.
SCORE: 4
Untested Top 4 Examples: 1,547 Total Clicks May 15 - Sep 15
Popularity
Activity
Freshness
DEMOGRAPHICS
Consumer Insight Topics: MarketingInteractiveCommercials
Technology Respite Commercials - Massage Envy Urges People to 'Unplug More Often' with a Membership
SCORE: 4.3
Mild 651 Clicks Pub: May 25, 15
Technology Respite Commercials
Massage Envy Urges People to 'Unplug More Often' with a Membership
Just as getting a massage is about connecting with your body, it’s also an important time to disconnect from other distractions like technology—as Massage Envy points out in its ‘... [More]
Pizza Parody PSAs - Pizza Hut's Reveals a Two-Foot-Long Pizza & Warns People to Selfie Responsibly
SCORE: 3.5
Untested 397 Clicks Pub: May 24, 15
Pizza Parody PSAs
Pizza Hut's Reveals a Two-Foot-Long Pizza & Warns People to Selfie Responsibly
In this cheeky public service announcement-themed commercial, Pizza Hut reveals its new two-foot-long pizza called the ‘Big Flavor Dipper, ‘while advising people to “selfie... [More]
Rejuvinating Travel Commercials - Florida Wants People to Visit in Order to 'Unplug and Reconnect'
SCORE: 3.7
Untested 292 Clicks Pub: May 26, 15
Rejuvinating Travel Commercials
Florida Wants People to Visit in Order to 'Unplug and Reconnect'
Sun, sand and the promise of warm weather are just a few of the many things that naturally draw people to a tropical paradise, so Discover The Palm Beaches’ ‘Unplug and Reconnect’... [More]
Family-Bonding Food Commercials - IKEA's 'Together We Eat' Campaign Wants to Get to Know Your Family
SCORE: 3.9
Untested 207 Clicks Pub: Sep 18, 15
Family-Bonding Food Commercials
IKEA's 'Together We Eat' Campaign Wants to Get to Know Your Family
IKEA’s ‘Together We Eat’ campaign draws more attention to kitchen and dinning table as central focal points for families. The campaign centers on a video that shows four different... [More]