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Este relatório é baseado no estágio efetuado na agência de publicidade Ogilvy & Mather e é dedicado à temática do Buzz Marketing. De modo a poder explorar a fundo as dinâmicas deste tema foi feita uma análise à estratégia de marketing da marca Red Bull, considerada como um dos principais estudos de caso no âmbito do Buzz Marketing. Este tema pode ser definido como uma estratégia de marketing inovadora cujo objetivo principal é a criação de conversas entre os consumidores, colocando-os a falar sobre uma marca, produto ou serviço, para que a mensagem se dissemine entre si. Recentemente o Buzz Marketing tem vindo a tornar-se num dos tópicos mais discutidos no marketing moderno, em parte devido à relevância que a comunicação interpessoal digital tem atualmente e às mudanças ao nível social e económico que abalaram o mundo do marketing, tornando o Buzz Marketing num dos temas mais pertinentes a estudar atualmente.
This report is based on the internship done at the advertising agency Ogilvy & Mather and it’s about the subject of Buzz Marketing. To further explore this issue and its dynamics, this report contains an analysis of Red Bull’s marketing strategy, widely considered to be one of the leading case studies on the subject of Buzz Marketing. This topic can be defined as an innovative marketing strategy with the main goal of creating conversations between consumers about a brand, its products or services, so the message can spread among them. Recently Buzz Marketing has become one of the most talked about subjects in modern marketing, mostly due to today’s relevance of interpersonal digital communication and social and economical changes that shook the marketing world, thus making Buzz Marketing a pertinent topic to study.
This report is based on the internship done at the advertising agency Ogilvy & Mather and it’s about the subject of Buzz Marketing. To further explore this issue and its dynamics, this report contains an analysis of Red Bull’s marketing strategy, widely considered to be one of the leading case studies on the subject of Buzz Marketing. This topic can be defined as an innovative marketing strategy with the main goal of creating conversations between consumers about a brand, its products or services, so the message can spread among them. Recently Buzz Marketing has become one of the most talked about subjects in modern marketing, mostly due to today’s relevance of interpersonal digital communication and social and economical changes that shook the marketing world, thus making Buzz Marketing a pertinent topic to study.
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Buzz Viral Passa-palavra Redes sociais Líderes de opinião Eventos Interação Word-of-mouth Social media Opinion leaders Events Interaction