Electronics-focused e-retailer Newegg and its agency, goodness Mfg., are taking an unconventional approach to back-to-school shopping with their Parent Persuasion Program. Unconventional in the sense that typically hidden tactics used by marketers are being openly handed over to students to use on their parents. Newegg’s Parent Persuasion Program gives students the chance to psychographically profile their parents, then serve up banner ads that track them across the Internet. Parents are introduced into the scheme through funny web films that use “authority figures” to persuade them to buy the latest tech products for school.
One such film is Parent Persuasion Professor in which a young man masquerades in the title role of the slightly zany, white-haired Ludwig who articulates a strong case for buying an ultrabook computer, citing its various advantages in offbeat fashion. For example, he shows a lightweight ultrabook weighing but 2.9 pounds. A student comes to the front of the class and takes off his wig, which is a comparable 2.9 pounds of hair. While the hair won’t help a student excel, the lightweight computer will. Ludwig positions ultrabooks as a savvy back-to-school investment, certainly much better than 2.9 pounds of hair.
Bo Mirosseni of Partizan directed the web films, including Parent Persuasion Professor. The other films also feature quirky characters–including a philosophy teacher and a gym coach–who consider themselves authorities in certain areas that convince parents to make the right purchases for their kids on Newegg.com.
“We wanted a wide range of characters without any being your stereotypical ‘computer expert’,” said Carl Corbitt, creative director, goodness Mfg.. “These films and the other Parent Persuasion Program tools use subterfuge to create the DIY feel that is at the core of Newegg.”
The back-to-school campaign is in keeping with the thinking Newegg is known for–such as offering expert consumer reviews written by loyal “geek” users (there are 19 million of them). The Parent Persuasion Program lets tech-savvy kids use advanced techniques to make sure their parents see their back-to-school wish lists and steers them to a secret section of the Newegg.com web site designed just for students.
“We wanted to go beyond traditional back-to-school advertising and ideas that have been rehashed over and over again,” explained Corbitt. “For the first time with this campaign, students are basically hacking the way their parents are being marketed to. Let’s be honest, kids and brands both use manipulative tactics to get parents to buy stuff. This time we’re handing over the secret tricks of the trade to students so they can get the tech products they need for school.”
Apple and Google Face UK Investigation Into Mobile Browser Dominance
Apple and Google aren't giving consumers a genuine choice of mobile web browsers, a British watchdog said Friday in a report that recommends they face an investigation under new U.K. digital rules taking effect next year.
The Competition and Markets Authority took aim at Apple, saying the iPhone maker's tactics hold back innovation by stopping rivals from giving users new features like faster webpage loading. Apple does this by restricting progressive web apps, which don't need to be downloaded from an app store and aren't subject to app store commissions, the report said.
"This technology is not able to fully take off on iOS devices," the watchdog said in a provisional report on its investigation into mobile browsers that it opened after an initial study concluded that Apple and Google effectively have a chokehold on "mobile ecosystems."
The CMA's report also found that Apple and Google manipulate the choices given to mobile phone users to make their own browsers "the clearest or easiest option."
And it said that the a revenue-sharing deal between the two U.S. Big Tech companies "significantly reduces their financial incentives" to compete in mobile browsers on Apple's iOS operating system for iPhones.
Both companies said they will "engage constructively" with the CMA.
Apple said it disagreed with the findings and said it was concerned that the recommendations would undermine user privacy and security.
Google said the openness of its Android mobile operating system "has helped to expand choice, reduce prices and democratize access to smartphones and apps" and that it's "committed to open platforms that empower consumers."
It's the latest move by regulators on both sides of the Atlantic to crack down on the... Read More