Beyond Advertising

Chapter 5New Guidelines for Desired Content: R.A.V.E.S.

“I want advertising to be useful to people. I want it to be something we want in our lives when we need it. I want it to contribute to how we live and understand our culture and society. Is this a marketing utopia that will never happen? There are a few signs to the contrary.”

— Calle Sjoenell, CEO, Lowe Brindfors (2012)

On May 12, 2015, Business Insider published a story titled “Soon you can order a pizza by tweeting the pizza emoji at Domino's.” It read:

Domino's is introducing a “tweet to order” system that will allow customers to place direct orders for pizza via Twitter.

Frequent customers will barely have to type; just tweet a pizza emoji at the brand and a hot, fresh pie will be on its way …

“Domino's has become something closer to a tech company that sells pizza,” Doyle says.

The pizza company is not the first to experiment with Twitter as an ordering platform. Both Starbucks and the Miami Dolphins have tested similar promotions. Starbucks offered consumers the chance to “tweet to send a coffee to a friend” and the Miami Dolphins allowed fans to tweet for a beer to be delivered to their seat. (Lorenz 2015)

Commonly held notions of how advertising is defined and why advertising works have been challenged and upended by rigorous analyses of studies conducted across multiple channels; now we know more than ever about what reaches people and motivates them to act. Cleverly adapting to these results is clearly a mark ...