Media, Information and Technoculture 2151A/B Lecture Notes - Lecture 12: Richard Branson, Westjet, Everlane

• School: Western University
• Department: Media, Information and Technoculture
• Course: Media, Information and Technoculture 2151A/B
• Professor: Selma Purac

Document Summary

Saw this through everlane, etc, see a lot of companies attempt this. Forced companies to shift gears and shift how they appeal to the consumers. Millennial appeal of cause marketing (cid:12254) (cid:12254) (cid:12254) (cid:12254) (cid:12254) Attempt to appeal to the millennial consumer, only works if it is parts of authentic practice. Saw with the pepsi commercial, that they failed with this, millennials saw it as cause marketing, saw it as inauthentic, which has the opposite effect (cid:12254) (cid:12254) Westjet re-shifted the approach off of the consumers and onto community the year after the christmas. Miracle because now everyone knows, that if they see a santa at westjet to ask for stupidly expensive items, so in 2014 westjet released a spirit of giving campaign and re-tying the somatic markers (cid:12254) (cid:12254) (cid:12254) In the dominican republic, gave them a santa. Asked for things like blenders, horses, washing machine, engine, things for a purpose, needs vs wants.