Weekly Round-Up #4 (& Weakest Campaign)

This week I was actually impressed with all three brands. To start, the Voice tweeted a picture of Usher with his hands in the air, captioned "In 4 days, 4 coaches return to 4 chairs...4 you? Yes, for you! #VoicePremiere." This type of branding is really effective because of the play on words, and and the playful tone and language employed. The show demonstrates logos by simply informing its audience that the premiere is quickly approaching. However, the clever caption and emphasis on the number 4 definitely catches the readers' attention and adds some personality to what could have otherwise been a mundane post.

The Voice has consistently done a great job at getting its fans excited for the upcoming season. The show constantly tweets reminding its fans of the air date, and asking what they're most excited for. The show effectively engages with its audience, exemplifying a pathetic appeal by giving the fans something to look forward to. This particular tweet also features a picture of Usher, the new judge on the upcoming season. By displaying him with his hands up in the air, The Voice is evoking a sense of pride and accomplishment. This is evidently the type of description that the show wants its fans to associate with The Voice and the judges.

Although The Voice effectively accomplished its goal through its clever tweet, I have to give it to Starbucks for the most creative post of the week. The company tweeted, "Latte + caramel syrup + toffee but syrup + cinnamon dolce syrup = #FitForAGriffyndor." The tweet also featured a picture of a Starbucks cup, with "The Boy Who Lived" written where the name of the customer usually goes. In case you didn't know, the company is making Harry Potter references, and is employing all three rhetorical appeals as a result. 

Firstly, the company demonstrates logos by relaying information to its customers about new syrup flavors in a simple and easily understandable way. But perhaps more interestingly, the company establishes ethos by associating itself with the extremely popular Harry Potter phenomenon. By insinuating that a Starbucks drink is good enough for "a Griffyndor" (aka Harry Potter), the company expands its credibility. Additionally, by aligning itself with the Harry Potter saga, Starbucks opens itself up to a much larger audience of die hard fans, which is an extremely effective marketing strategy. 

Although Maroon 5 was still the weakest of the week, the band's post this time was more engaging than previous tweets. The band tweeted: "#TBT to the set of the #OneMoreNight video!"The tweet was accompanied by a picture of lead singer, Adam Levine, in a boxing ring with no shirt on. This was clearly an effective pathetic appeal because Adam Levine has a huge fan base of young women. By showing him without a shirt on, Maroon 5 is attracting attention to the band. Additionally, by hashtagging #TBT, the band also expands its audience because anyone who searches that hashtash (which will probably be a lot of people since today is named "Throwback Thursday" by Instagram) will be directed to this post.

Weakest Campaign:

After several weeks of following each brand's social media accounts, I have decided that Maroon 5 has the weakest campaign. While both Starbucks and The Voice have utilized all of the different rhetorical appeals at one point or another in their posts, Maroon 5 usually just employs logos. While this is effective in relaying informative or giving their audience details about an event, it's not the most engaging approach. I am most impressed by tweets that are clever and creative, and Maroon 5 seems to be too matter-of-fact. Although I think the band's brand is harder to market than a TV show or a coffee company, I do think there are more effective ways to engage an audience, and captivate fans' attention.