Jacobs Media's Dave Beasing offer his thoughts on Mt. Dew's marketing strategy:
No, they haven't see it, but they're clearly learning a lot about their consumers' attitudes in their own research. In the Arbitron/Jacobs "Bedroom Project," one of the many revelations is the motivation for playing videogames. The folks at ad agency BBDO and Mountain Dew seem aware that videogamers are extremely competitive, enjoy the social aspects of videogaming, and try to avoid losing their cool during battle. The creative result is this television commercial for Dew's new energy drink:
If the Dew Game Fuel marketing team had used traditional consumer research, they might have tried to sell that delicious cherry flavor. Or they may not even have known that their target consumers play Halo and are beyond excited about the upcoming release of Halo 3. But with ethnographic research, marketers see real people showing their real emotions in their natural habitats.
Fred Jacobs, Arbitron VP Ed Cohen and I invite you to witness real people using media and technology during our presentations at the NAB/R&R Conventions and Jacobs Summit 12 in Charlotte. Sorry. We won't be showing a single chart or graph, but you may actually learn more about today's young people than if we had.
You can see both "Bedroom Project" presentations at the NAB/R&R Conventions in Charlotte next week. Conceived by Arbitron and conducted by Jacobs Media, "The Bedroom Project" is an ethnography study about media, technology, and survey research. The presentations are Wednesday afternoon at 3:45 at the NAB; Thursday afternoon at 2:15 for the Jacobs Summit 12.