1. Case study: Alcohol education gets flirty
http://www.cohnwolfe.com/en/case-studies/alcohol-education-gets-flirtatious
Enterprise and Prevention an association of over 20 alcohol companies and Cohn
and Wolf has designed a new way to teach young people about safe drinking.
Rather than go into classrooms they designed a new online game. 93% of people
that played it said they would recommend it to their friends and it won a SABRE
award.
This is an example of market analysis as the companies obviously know that the
target audience (18-24 year olds) is more likely to play video games and go
online for social networking- where you can find the game.
There is also an example of marketing strategy in this case study. The audience
are learning but they want to learn because they are having fun while playing the
game. While they are playing the game it may think about their own drinking
habbits and how they act/behave when they have been drinking. It is informing
the audience about being safe but they will continue to learn as it is not being
lectured into them.
You can also find a lot of managing the message in this case study. The game is
telling it’s audience that is better to be safe when drinking. The game will teach
the young people to be safe, how to be safe and what will happen if they
are/aren’t safe while drinking.
There is also some positive publicity in the game. As the game is fun and not a
lecture it makes the audience want to play and tell their friends to join in. As the
audience is often using social networking sites like Facebook and Twitter they
can share and tell hundreds of friends online.