Branding a Lifestyle: Using Online Ads to Sell a Feeling
Today as more people immerse themselves in many different “networked, portable, and personalized media,” advertising as it was once known it is dead. (Deuze, 126). The new media environment certainly contributes to this trend, as people increasingly multitask and divide their time across different media and media use becomes highly individualized. (Deuze 126) Advertising campaigns consisting of a single medium have been taken over by a rise of “Life Style Media,” or “a personalized media experience with a social context for participation,” which blurs the boundaries between media producers and media consumers (Deuze 127).
Despite having only been in the ad business for around six months, and with only two products, Tumblr is quickly creating its own ad network, and building life style media. Companies like Adidas and Coke are turning to Tumblr because “Tumblr is about visual storytelling.” Adidas shot original footage of European soccer stars, turned the footage into stills and gifs, and baked them into Tumblr ads which were shared by fans all over the world. The ads were about soccer – not sneakers or t-shirts – in other words, Tumblr is being used in brand advertising. Similarly, Coke created a Tumblr page about sharing happiness. The ad is not about selling something, as much as it is creating a feeling. A recent three-second gif ad featuring an empty coke bottle in front of a pool generated 80,000 notes from users.
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