Question 1. Should Brisk be advertised on Primetime TV or with Viral ads in the months after Superbowl? Why ? What are the benefits and costs of each media?
Answer:
Viral ads
Benefits:
It could reach a larger and more targeted audience;
It could save money for costing little more than the cost of production;
It could offer the potential for higher levels of consumer engagement with the brand, for the viral ads' interactivity and source from acquaintances.
Costs:
The viral success was the exception;
It was difficult to predict which video would be widely viewed and shared.
TV:
Benefits:
1. As the major mass media, TV could deliver a larger number of ad impressions and its economics was well-understood.
2. The major source of the millennial was still television.
Costs:
1. The quality of TV’s impression cannot be guaranteed because viewers often consumed the ads passively or avoided most of them.
2. TV ads are much more expensive;
I think Brisk should choose the viral ads following the Super Bowl ad.
1. One of Brisk Campaign’s goals is to increase its fan base on sites like Facebook and Youtube, building an online presence to rival those of its competitors.
2. Viral ads are cheaper, and the budget is limited.
3. The Super Bowl ad could help Brisk rebuild brand awareness, and it is viral ads to help increase brand interaction and preference with consumers.
4. Young people more responded to something with the feature of interactivity.
Question 2. How each medium is consumed by the target consumers? How consumers' behavior can be taken into account to compare benefits of the each medium?
Answer:
Average time spent by consumer is almost same for both TV (31%) and Internet (28%)
The following are consumer characteristics which can be used to evaluate and compare the benefits of different medium
• The TG is young males – The media chosen must be frequently accessed by them
• The aim is to build a fan base – The media chosen must provide for fast penetration
• Brisk needs to create a buzz
• Focus is on developing ‘edgy 'and ‘cool 'perception
Question 3. Which of the 4 ads Mary and Tamaro choose? How would you evaluate? Which elements matter?
Answer:
• Target Group – Millennials males, who use social media very frequently
• Rivals (Arizona) are already present on social media- online ads were more effective (Page 6 last para of case)
• WOM can be a powerful approach to drive brand response
• People remembered the Claymation campaign – new campaign should build on that
• The target group liked entertainment (animations), humour and interactivity on social media
• What Brisk needs to communicate is a brand of ‘attitude’ for young males and authenticity

Ad #2 (The Brisk Brothers) will be the best fit to our mind because of the following reasons:
• Six Claymation characters - each representing one flavor for Brisk (Product portfolio coverage)
• Each brother would have unique personality - covering most possible personalities of TG which they can relate to which is not possible if the ad entails only one super-hero or single movie character
• Interactive element on social and online forums, thus engaging the millennials

Question 4. What does Mekanism mean by engagement? How do they think they can increase engagement with the brand using viral ads?
Answer:
Mekanism by engagement means opportunities to increase interaction with the target audience as it has more chances that consumer would watch and form favorable opinion of brand that would come from friends in their social circle and acquaintances. They plan to increase the engagement through following means and strategies
1. By Content creating (Story Telling) right story for its target segment through various networking channels like Facebook, blogs etc., they intend to connect with consumer which would lead to positive emotional association with the brand and desire to share the stories. This would allow people something to talk within their social circles.

2. Through Content Syndication, i.e. seeding a campaign in different and varied blogs and sites which would post it for their visitor. They would identify the though leaders or influencers and engage with them. Thereafter after a value exchange would be formalized and thus their message would be distributed by these influencers. These influencers alone were responsible for around 58% of the views of a viral Ad.

3. Researching Millennials, Conduction a focus group to identify what millennials valued and how they perceived the brand. They developed insight into their need of having an outlet of creative expression , thus creating a targeted content for them and providing opportunity for the same.

The trends show that by end of 2010 , that 50% of viewers skipped most of the ads on TV when compared to 29% when watching online video ads. Finding and sharing funny videos , music and other forms of entertaining content online was becoming important online activity thus supporting the Mekanism proposition of Viral Ads.