Research
Digital Media
Global marketing confronts the digital age
Dec 19, 2012
In March of 2011, in the immediate aftermath of the earthquake and tsunami that devastated Japan, Atlanta-based insurance giant Aflac Inc. was forced to confront a marketing fiasco with global implications. The voice of their famous Aflac duck, comedian Gilbert Gottfried, had used his Twitter account to make tasteless jokes about the natural disaster that wiped out entire cities on Japan’s northeast coast. The online backlash against Gottfried’s social media outburst – and ultimately Aflac […]More...
Global marketing confronts the digital age: Beedie research
Oct 24, 2012
In March of 2011, in the immediate aftermath of the earthquake and tsunami that devastated Japan, Atlanta-based insurance giant Aflac Inc. was forced to confront a marketing fiasco with global implications. The voice of their famous Aflac duck, comedian Gilbert Gottfried, had used his Twitter account to make tasteless jokes about the natural disaster that wiped out entire cities on Japan’s northeast coast. The online backlash against Gottfried’s social media outburst – and ultimately Aflac […]More...
How mutated advertising thrives in Web 2.0 world
Jun 30, 2012
Conversations around ads in digital media can be mapped and interpreted The rules of advertising have changed dramatically since the surge of popularity in social media, which in turn is forcing firms to rethink how they reach consumers online. Not only are audiences consuming video via non-traditional media, but in a major shift facilitated by inexpensive media software, they are also creating the content. A 2011 Beedie study notes that this new wave of digital […]More...