[3] The Big Idea

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What's going to set this campaign apart from everyone else is that we have fully analyzed our market.  We've come up with advertising tactics that our competitors have not.  To attract our customers we are going to advertise our commercials on the most popular viewed television stations such as MTV, Comedy Central, VH1, and the like. We'll target youth audiences to brand people early on and emphasize channels where many young adults and adolescents can be found. Our campaigns will also be seen in magazines most commonly read by younger adults as well.  We'll try to focus on magazine that pique interest in popular fields like fashion, teen magazines, or specialty sports like racing and snowboarding.  Our main goal will be to target today's popular culture. Our ads will be memorable everywhere they are shown, and they will all be linked to one another within the same campaign. "A campaign must have visual impact, whether a visual surprise, graphic interest, visual drama, or a breakthrough appearance." (Landa 204) In return this should yield us the most beneficial results because our attention will be set on the popular interest of society. Sites like myspace, facebook, tumblr, google, and any other high demand website will also feature our advertisements. "When a brand enhances or helps someone's online experience, that is called smart marketing. To the surprise of many, people become brand fans when they can relate to what a brand or group is doing in their social space." (Landa 242) This broad span of media will all benefit each other because all our ads will be spread throughout all mediums.  Our campaign won't have to change much because it will automatically adapt to the culture as its continues to spread. "Online ad campaigns could be used to drive visitors to a platform, which is an online media destination that people integrate into their lives and come back to again and again." (Landa 226) Everyone will be affected by our commercials because we'll make them understandable.  Everyone will be able to relate on some sort of level.  When someone thinks something is cool, they'll most definitely tell their friends about it!  We'll take this idea to a grander level so we can get the most attention for our ads. "The content would make us feel altruistic-we think our friends would benefit from what we find compelling" (Landa 245) The Starburst commercial will resemble the ads placed on websites and magazines.  This campaign as a whole has not been done by any of Starburst's competing products like Now and Laters, or Mambas.  This campaign alone will make Starburst shine within society!