Undercover marketing :: essays research papers

Undercover MarketingUndercover Marketing is an unconventional strategy used to attract consumers. It is where the consumer doesnt realize theyre being marketed to. The goal of any undercover campaign is to generate a buzz about a new product. The largest appeal of undercover marketing is that it offers detached word of mouth that can reach many consumers.There atomic number 18 a few ways to implement this kind of marketing. One way is to call models or celebrities to be seen drinking a particular new beverage at a bar. Another way is to use fake tourists. These fake tourists require someone to take their picture with a new high tech camera and then they explain the benefits of the new camera they are using.There are a few companies who have done this type of marketing. One company, called Essential Reality, launched a new type of video game paw. With the glove on, you can disappear planes and fire weapons all with the movement of your fingers. The idea was to market the glove at coffee shops and crowded places. All the company did to market there new glove was go out and have fun with their latest toy and wait to be approached by consumers. When approached, they would ask other lot to give the glove a try. They would also say clever sound bites similar to Its like you are actually in the game. The marketers would then tell them how well they are doing with the glove on. No one is trying to selling you anything. The companies just want to halt you to want their new product and to tell your friends about it. They want to get you heterogeneous with it. They pretend to be your friends and offer information about the products.When Sony Ericsson released its new phone that took pictures, they launched a program called fake tourists. Sixty actors took to the streets in ten cities. They would approach people and ask then to take there picture with their new phone. Once the phone was in the consumers hand, the fake tourist would say something like, Thanks fo r taking our picture. That phone is cool, right? And then they would explain some of the phones features.The companies who employ undercover marketing are feeding off of the word of mouth tactic to sell products and get the word out. The problem is, their word of mouth tactic is not genuine.