Last week, you proposed several types of traditional and social media for your campaign project. After reading this week’s materials, considering the feedback you received from last week’s assignments, and including your research findings, what further changes would you consider for the media mix for your campaign project? Provide direct quotes from your reading materials and from the outside resources. Provide in-text APA-style research citations.

Conduct Additional Research: Find an example of a multimedia campaign that utilizes a media mix similar to your proposal. Make a note of how the elements work together as a whole to promote the product or service. Post your findings with your Initial Discussion Post.

In my multimedia campaign MNii has ties to the Surfrider Foundation. 10% of all proceeds form MNii sales would go to the foundation. Customers will sign up on the MNii website for an account that keeps a running total of every dollar they’ve spent and how much they have subsequently donated to the foundation. They will also be able to choose from a list of projects that they want their donation to go to. MNii will also have a trip to Hawaii Giveaway Contest. To enter, people are invited to post a picture of themselves doing something that they do to promote healthy beaches. It could be participating in a beach clean up or other organized event, picking up trash on their own, organizing their own event, collecting donations, recycling or whatever other activity they do. The idea is to create a community of people who care about preserving our beaches and oceans.

In my research I came across an event created by TOMS Shoes. For every pair of TOMS sold, the organization donates a pair of shoes to a child. An example of a multimedia campaign that utilizes a media mix similar to my proposal is the One Day Without Shoes campaign by TOMS Shoes. “Getting involved is super simple: on Tuesday, April 29, just take off your shoes! When people ask why you’re barefoot, tell them about One Day Without Shoes. Another way to help is by participating in the Barefoot Challenge; this is a program in which any group of ten or more people walk barefoot in their community and collect pledges for their walk. Supporters can go towww.toms.com/OneDayWithoutShoes to get all of the latest updates, create and join events in their area, download an event tool kit, and upload photos. Anyone can join the online conversation by using the #withoutshoes hashtag to see how others around the world are getting involved” (PR Newswire).

“Another TOMS business strategy (that has become an outright advantage): Let your product give consumers a story to tell. Hey, cool shoes. Thanks. They’re TOMS Shoes. They give away a pair to kids for every one they sell…. Buyers feel so good about their purchase they want to tell others about it. Very few businesses inspire that kind of word-of-mouth, how-cool-is-this buzz” Zimmerman (2013).

I want people to feel good about their association with MNii, to take advantage of an opportunity to help make the world a better place, and have a story to tell. Hey cool shirt. Thanks. It’s MNii. They help keep the beaches clean…

 “It’s not a problem. It’s an opportunity”(Saffer 2010)… I just really like that quote.

References:

PR Newswire. (April 25, 2014) justWink App Helps TOMS Change the Road Ahead in One Day Without Shoes Campaign. Reuters. Retrieved June 18, 2014 fromhttp://www.reuters.com/article/2014/04/25/oh-amgreetings-toms-idUSnPnbGp61w+90+PRN20140425

Saffer, Dan. (2010). Designing for Interaction: Creating Innovative Applications and Devices, 2/e Vitalsource eBook for Full Sail University. Pearson Learning Solutions. VitalBook file.

Zimmerman, M. (2013) Blake Mycoskie believes ‘philanthropic capitalism’ may be the best business model of all. Success Magazine. Retrieved June 18, 2014 from http://www.success.com/article/the-business-of-giving-toms-shoes#sthash.YMZ9iekk.dpuf