There are many ways in which a company can get the customer’s attention directed towards their products or services. The type of content that we want deliver to the customers is an important factor to keep in mind at the moment of promoting a product or service. Also, the communication channels that we use to promote a product play an important role in the promotion of the product, as well as creating brand awareness for the company. David Scott identifies in his book, The New Tools of Marketing and PR, that using social media and creating great content are essential ways to drive people to both discover your product and to know more about your company.
A clear example of this is Bibigo. Bibigo is a Korean food company that is re-branding many of their existing products in order to create more awareness for the company. They also created a partnership with the most famous Korean singer of the moment, Psy, which will help with the advertisement. Since this company is not very well known in their home country, they are launching an international campaign in order to find a personal chef for Psy, which is building more awareness for the company and their products. The contest is about people posting creative, funny and unusual videos of themselves; mixing something, whether is food, drinks, or music. The winner will get $40,000 and also will be accompanying Psy on the first month of his world tour. The winner will be chosen by Bibigo, Psy, and Facebook fans. Bibigo is using all the necessary tools to create an effective campaign and gain more recognition as an important food brand within their target market. At the end, this campaign’s goal is to reinforce the credibility of the company as a leading brand within their target market by providing a variety of products and also position themselves as the consumer preference. http://adage.com/article/global-news/korean-food-company-helps-psy-find-personal-chef/240854/