3. “Eat With Your Eyes”
Eye8There signifies the following:
- “Eye” rather than "I"
- “8” resembles "ate"
- “There” conveys locations
4.
5. Campaign Name
Restaurant Name Menu Name
Hashtag
Accurate
and realistic
picture
A tweet for
the
Eye8There
campaign
includes all of
the
information
shown here in
an actual
tweet.
6. Target Market
� #Eye8There targets people
who want realistic and up-to-
date pictures of menu items
� People who frequently go out
to eat or order food
� Heavy social media users
7. External Influences
�Culture
Different Food Preferences
�Demographics
Different areas=Exposed to different foods
�Media Usage
High Activity=High Exposure
�Social Status
Higher income=More likely to eat out
11. Theories
�Advertising Effectiveness Theory
Depending on the quality of the picture will depend
whether or not consumers purchase the food
�Elaboration Likelihood Model
Seeing pictures of the food can affect people’s attitudes
towards various restaurants
Images can persuade the consumer to want certain
foods
13. Reflection
�Eye8There was a successful campaign
�Best risk - following a lot of Twitter users
�Worst risk - pitching to students in the
Mountain lair
�We would like more people to become involved
in our Twitter campaign
14. Eases and simplifies consumer’s decision
process, making ordering interactive, appealing
and stress free.
- Choosing “Eye” rather than "I" because we believe it is our eyes that eat before our mouths.
- “8” is meant to resemble "ate" but we chose to put the number to signify an infinitive database of restaurants with their meals and pictures.
- “There” conveys that specific restaurant which people have helped us put onto our database via the campaign.
Culture is the first external factor that we expect to have an affect on consumer behavior. People of different cultures eat different foods and have differing tastes. Our campaign, by showing appetizing pictures, potentially could make users more open to trying new things. Demographics also have an affect on consumer behavior, as people in different areas are exposed to different foods and restaurant types; tweets using our hashtag will satisfy people looking for something new via a visual representation of food items they have never seen before. Also, seeing these representations will encourage people to try new things, if they see something that looks good, that is. By seeing these images, appetites are somewhat enhanced, and a rare form of indirect advertising occurs. Reference groups represent the main influence our twitter campaign uses by serving as one large reference group for everyone to share their dining experiences
Gen Y
Targeted towards a younger generation who focuses more on social media
Perception - Our campaign allows consumers to view pictures of the food before they buy it. People prefer visuals of what they are buying before they make a decision.
Memory - Our hashtag will help people remember how dishes actually look in different restaurants at different locations.
Motivation - When consumers see pictures of food tweeted, this can enhance their appetite which motivates them to go to these restaurants and order the food they have observed.
The LivingSocial "Dining Out" survey of consumer behavior, conducted last month :
among 4,000 online Americans by Mandala Research, found the most popular restaurant meal is lunch, with 2.6 meals eaten on average each week -- both carryout and dining -- followed by 1.4 sit-down dinners per week and .8 brunch or breakfast meals per week.
Nominal vs. Extended -- nominal if you see the tweet on your timeline, limited if you see the food in the tweet and go order it (catch your eye), extended if you are participating and viewing (uploading pics, viewing, and ordering food based on the observed tweets)
people decide whether or not they want to take part in the campaign or not. They could decide whether to either just view, participate and not engage
people either just saw the tweet and kept it in their memory for future reference or chose to involve themselves by ordering food they saw on the twitter
Advertising Effectiveness Theory
Description: We all understand advertising. But how often does it persuade a consumer to buy that product or service? How effective is advertising in the first place? Is it a waste of time, or does create substantial growth in sales velocity. These are questions that are trying to be answered day in and day out of the advertising/marketing industry. Companies want to make sure they aren’t throwing away thousands of dollars on something that wouldn’t even budge the consumer in their direction.
Elaboration Likelihood Model
Description: This theory studies how attitudes are formed and changed. The major premises lie in two primary forms of information processing: (1) central and (2) peripheral. To have central processing, a person’s level of involvement must be high. Persuasion will occur if the argument strength is high. Peripheral processing takes place when a person’s level of involvement is low. Persuasion will occur when the message source is strong (despite a strong argument). Another description is as follows: Elaboration likelihood refers to the probability that a person will carefully analyze and attempt to comprehend the information contained in a persuasive message. According to Elaboration Likelihood Model there are two routes through which persuasive messages are processed. 1) Central route: Persuasion that occurs when people carefully think about a communication (complete and straightforward information) 2) The peripheral rout: Persuasion that occurs when people do not think carefully about message content and more influenced by factors surrounding the communication such as catchy tunes, colors, and celebrity endorsements.
Success: Found a problem (unrealistic displays of food), Offered a solution (Eye8There), and got users involved (followers & uploads)
