Online+Advertising+Critique

=Online Advertising Critique = =15% =

Elizabeth Carroll Tuesday, February 8, 2011

**First Campaign- [|NDP] New Democrat Party of Canada**



 * Target Audience:** Citizens of Canada with New Democrat Part Ideologies


 * What are they trying to advance?** Political Ideologies and Ideals for Canadian Politics

I first saw the the NDP Campaign on a television advertisement. Access to the NDP pages is on facebook, youtube with political debates, twitter and a personal webpage.
 * When did you see this campaign and where?**

The techniques used for this online campaign that catches viewers attention is the bright colour of the web page and campaign signs, orange. The colour orange is bright and unique. This political campaign is represented by the colour orange for it's lenient and left winged political views. It attracts individuals with the same view of politics to it's table. In contrast with the conservative website, the NDP stands out and looks more welcoming and "fun". The website has orange tinted photos of Jack Layton, the political leader of NDP and bright green links.
 * What techniques did they use?**

The NDP has connections to twitter, flickr and facebook pages for online access to fans and potential voters. The website updates recent news and status updates for the audience. In recent news the NDP party in British Colombia released a video on youtube and throughout the internet to promote new policies and information about the NDP party for potential voters. The video was inspired by the Democrat Party from the U.S. They will provide behind the scenes campaign videos for viewers about the opposing parties to demonstrate what they will not show their voters. This makes them believe that it will develop a closer relationship with their audience and deter voters from liberal candidates to NDP.

The video on the website shows how much NDP cares about the healthcare of Canada. They introduced HST for the reason to enhance Canada's healthcare. Jack Layton participates in the film to convince his voters about how much he cares about health care by preforming health care practices. He relates to his citizens by saying he has prostate cancer and on his road to recovery because of the great health care in Canada.


 * Were they effective?**

The video is convincing the audience that Jack Layton is concerned about health care in Canada. He puts himself in the shoes of health care workers to show his dedication. Also the online campaign about convincing the BC population to chose NDP over the liberal party for leader. The techniques used are effective because by throwing the other campaign "under the bus" makes the NDP political campaign look better and more reliable. Although, there is a chance this could negatively impact their party of voters because they may exaggerate and lie about the other parties in order to make themselves look better. This can backfire if the audience knows what they are doing.


 * Sources**

=media type="youtube" key="yn2RhQoX3K0" height="390" width="640"=

[|www.ndp.ca]

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= = =Second Campaign- I Love Bees - Halo 2 Release for Xbox=

media type="youtube" key="SNhurUnOWKQ" height="390" width="480"


 * Target Audience:** Gamers across America


 * What are they trying to advance?** a new video game release and an alternative reality game for fans


 * When did you see this campaign and where?** I first saw this campaign in a game design class with Elizabeth Littlejohn and was intrigued by it effect.

"I Love bees" flashed at the bottom of the new Halo two release on the television commercial in August 2004. The website appears to be a web page dedicated to bees and hacked by artificial intelligence. Microsoft developed this game to promote Halo 2's release for Xbox. The website held a collection of audio logs, short stories and puzzles to be pieced together into a full story to introduce the second release of Halo to the public.
 * What techniques did they use?**

This technique inspired thousands to take part in the real time game. People participated in learning more about the story, getting friends involved and wanting to take part in the marketing game to be the first to play Halo 2. Each of the users for other games received a jar of honey to via mail. The jar contained letters linking to the ilovebees.com website. Once on the website the players would participate with puzzles of time codes and global positioning locations with no guidance. The players would have to figure out for themselves. Eventually they figured out that the time codes are indicators for pay phones and the times they will ring in each location. An operator would tell them to do humorous occurrences once the people answered the phone. Each participate was rewarded to play the game before released and collect the DVD of the story they helped reveal.

This campaign used online and real-time to promote its product. From the origin of the online advertising, the word of halo 2's release in America spread like wildfire. The campaign was very successful and inspired many new video games and marketing companies today to do a similar strategy for fans and clients.

This marketing campaign was very successful. 250,000 people visited the site when it was released in August 2004 and 500,000 viewers returned on a regular basis to see the progress of the game. Over the course of three months, three million people visited the site and thousands participated with the campaign. Those who participated were able to express their passion for video games by meeting other gamers from across the country. The effectiveness of this marketing strategy inspires new marketing companies to take part in online viral marketing to push viewers into participating in the product being released. The build up excitement of this type of marketing makes the audiences excited.
 * Were they effective?**

In result, Halo 2 sold $125 million on the first day of release. The campaign won the 2005 Web developers award for innovation and a webby award.


 * Sources**

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