Особенности продвижения брендов кондитерских изделий в новых медиа

Abstract

We consider new media, their characteristics and different approaches to the definition of the concept of “new media”. We present ways to promote confectionery on the example of brands: “Nutella”, “Oreo”, “Snickers”, “Kinder”, “Babaevsky” and “Mega Drive”. We describe in detail the tools that brands use in new media. The emotional marketing of the “Oreo” brand and the success of its promotion in social networks: a solar eclipse, “Oreo-style photos”, “you can dip in the dark” are some of the brand’s most successful advertising campaigns. We also consider the following cases: computer code for 7 million cans of “Nutella” – the brand’s experience in product customization for the mass consumer in Italy; advergaming mechanism in the “Snickers” advertising campaign; experience in creating and using the Hungerithm application to adjust the price of a candy bar depending on the anger of users on social networks; advergaming with augmented reality elements of “Kinder” and “Oreo” brands; experience of the “Kinder” brand on the example of the Applaydu application and integration with the voice assistant “Alice”. “Big Oreo Searches” – the brand’s experience in creating an application for finding virtual cookies in an offline environment. We present the experience of promoting the brands “Babaevsky” and “Mega Drive” in e-sports on the example of the competition between “Fathers” and “Children”. We also consider the essence of the omnichannel concept and its effectiveness in promoting confectionery brands.