Snuggie cyclone is a network based event
And quickly spread to offline and other media "integrated marketing",
Its full application to different media is enough to enrich the teaching plan of "cross media integrated marketing".
In early 2009, snuggie announced sales of 4million sets.
As a blanket with sleeves, "snuggie" has no technical content and is not the first initiative. As early as 2006, Gary Craig launched the blanket robe slate, which costs $37.99.
Interestingly, the winter with people in 2009 was not the slate blanket gown, though it was bigger and thicker. Instead, "snuggie" removes all the additional factors, leaving only two sleeves, at a price of nearly a third of the opponent. It's really cheap enough, but that's not the only reason snuggie is getting popular.
Non replicable opportunities, coupled with low-cost network channels
The time and opportunity snuggie has appeared cannot be copied. If in 2006, snuggie might be just a "blanket gown" in the pan. A little bit of creativity + low-cost marketing, which brings about a short-term sensation of the product, then, the consumer fever fades, and the product becomes a slow-selling product from the best-selling to the unsalable - which seems to have become a "strange circle" which can not be broken by the profit-making way of selling single products.
Snuggie was not able to avoid the customs completely. Since the summer time of March 2009, the blanket season passed, and the once fierce praise or criticism of snuggie became lost. Some people began to say, "there are snuggie all over the street, everyone will get bored."
But snuggie seems to be different from other "fast food products.". In the network age, snuggie has taken the advantage of low-cost sales, does not need to join the chain, does not need to lay shops, and saves a lot of costs by ordering online and telephone.
Of course, its sales are not originated from the Internet. Its host all star product group initially chose mainstream TV media, which allowed two minute TV shopping ads to spread all over the streets: the blanket robe costs only 19.95 dollars (about RMB 136), and the reading lights are attached with the blanket.
Mainstream media are also involved
Review the snuggie whirlwind, which is an integrated marketing which originated from the network and then spread rapidly to offline and other media. Its full application of different media is enough to constitute a classic case of "integrated marketing".
The blanket's initial ad was not special, and from the beginning to the end, what people could get was a message: it was really a blanket with sleeves.
But when the site's ads start to be uploaded to youtube, when ad derived videos come along, including satire and "mischief," it's all different. Nearly 200 related humorous videos, including one called snuggie mania, had been watched by 146000 people by February 27. People not only spread and watch, but also with the differences of other media about snuggie's publicity and offline attitude, people also began to convey their attitude towards such a "commodity" in the virtual world. There are nearly 250 groups supporting and hating snuggie on Facebook, among which 5999 members are in a fan club.
At the same time, the Internet communication is also high, and other mainstream media and fans of offline snuggie. In many people's eyes, the blanket with sleeves is not only a commodity, but also represents a survival attitude in the dilemma. So snuggie also "goes along the water" to sell the goods.
In October 2008, the national advertising began. With the advent of the current financial crisis, the crisis makes the products get advertisements on ESPN and other channels at night with very good discount advertising fees; Then Dallas Morning News referred to snuggie, although it was called "adult BB"; What's more interesting and effective is that the hosts of NBC's most popular news show today show have started to be bold enough to host the show in snuggie.
So far, it is suddenly found that in the months when snuggie was on the market, its lace has been on the rise, even in mainstream media and even news programs, in addition to Youtube and Facebook posts and community word of mouth. Alan djaniles (a famous American TV host who won Emmy) put on snuggie on the daytime show; Fox News has seen someone in snuggie appear in Obama's inaugural address; ABC's Saturday morning show also appeared snuggie, and not once.
Online, San Francisco has a snuggie party, which is held in a bar and is called through Internet releases. There are special judging groups on the spot, which will select Prince snuggie, Princess snuggie, snuggie lovers and the laziest snuggie; There are two other parties in Chicago and New York. It's easy to get involved: buy a snuggie and then come to a bar.
Just after the winter, Facebook announced "burn snuggie"
In early 2009, snuggie announced sales of 4million sets.
But interestingly, Facebook announced on March 10 that it would "burn snuggie Festival.". Why burn snuggie? What if the winter of this year after burning is colder, what if the people at home still do not reduce? Is snuggie still able to continue the special winter of 2008? In fact, people who like snuggie care more. How should we play snuggie this year?
Snuggie has made full use of the characteristics of different media. This integrated marketing is in the media planning of all star product group, but in the process of evolution, it really fully grasps the rhythm of communication, so what people see is not the repeated broadcast of the crude advertisement on different media.
When Jay Leno, the talk show host, joked, "the original name of this thing is" big ass quilt "! Why not just wear your robe in the reverse? " It's not a kind of inspiring propaganda.