Please Answer Discussion Questions 1-4

bertracks when sharing! Converse Music, n.d.). These cial media content (but examples suggest the ways brands can truly integrate with the passion fans feel for music and provide something meaningful. To our knowledge, no brand has fully adopted social music to the extent of developing branded music. But this area is new and developing .. We'll see! CASE STUDY 221BC'S SOCIAL ENTERTAINMENT OPPORTUNITIES When it comes to social entertainment, 221BC believes this zone of social media marketing isn't a good fit for 221BC. Why? Aneta's says the brand stands behind something very (Continued) serious-health and wellness-and, consequently, the tone of social entertainment doesn't fit with the brand's core message. Do you agree? GT's Living Foods has ventured into the zone of social entertainment. For example, for its summer flavor called Unity, GT's featured a unique Spotify code on its packaging. With a simple scan using the camera in the Spotify app search bar, users can access GT'S "Unity" playlist on Spotify. The playlist has more than 30 tracks and is the perfect way to hear fun summer jams, including artist ChrisLee's debut single, "Make a Move," music that is also featured in the Unity launch video. GT Dave said, "This interactive touch point strengthens our message of Unity because music is such a powerful force that brings people together, from all walks of life, all around the world" (Business Insider, 2018). GT's is also incentivizing user-generated content as part of the social music campaign. Those who post a photo with a GT's kombucha bottle on social media with the hashtag #GTsUnity will have a chance to win a VIP music festival experience. The campaign leverages social music while also generating UGC to further amplify the message. Fuze Tea is another competitor that has successfully used social entertainment. The brand is among the most viewed beverage brands across social media sites. Its branded videos have a global target and are available in multiple languages. Following the theme of "a minute of calm" and incorporating ASMR (autonomous sensory meridian response) cues, the videos have garnered millions of Facebook views and thousands of engagements. ASMR is a longstanding phenomenon on social video, where creators play gentle sounds that provoke tingling and calming feelings in their viewers (Freund, 2019). The brand collaborated with the influencer, Emma Smith, to sponsor a video in which she unboxes Fuze Tea. The brand also created a museum-like experience (.e., social art) where people could collectively ASMR-out to Emma's videos. No competitor has tried social gaming, but there is a social game called The Kombucha Game that could serve as a great context for a brand product placement or even to rebrand the game as an advergame! Based on these competitors, is there value for 221BC to consider social entertainment? DISCUSSION QUESTIONS Should 221BC consider the zone of social entertainment as a social media strategy? Why or why not? 2 How could 221BC leverage social games to promote its brand? 3 When would ODV make sense as a promotional tool for 221BC? What tie-ins t existing video and influencers would align with the brand? A Is GT's and Fuze Tea's use of social entertainment effective? Why or why not? bertracks when sharing! Converse Music, n.d.). These cial media content (but examples suggest the ways brands can truly integrate with the passion fans feel for music and provide something meaningful. To our knowledge, no brand has fully adopted social music to the extent of developing branded music. But this area is new and developing .. We'll see! CASE STUDY 221BC'S SOCIAL ENTERTAINMENT OPPORTUNITIES When it comes to social entertainment, 221BC believes this zone of social media marketing isn't a good fit for 221BC. Why? Aneta's says the brand stands behind something very (Continued) serious-health and wellness-and, consequently, the tone of social entertainment doesn't fit with the brand's core message. Do you agree? GT's Living Foods has ventured into the zone of social entertainment. For example, for its summer flavor called Unity, GT's featured a unique Spotify code on its packaging. With a simple scan using the camera in the Spotify app search bar, users can access GT'S "Unity" playlist on Spotify. The playlist has more than 30 tracks and is the perfect way to hear fun summer jams, including artist ChrisLee's debut single, "Make a Move," music that is also featured in the Unity launch video. GT Dave said, "This interactive touch point strengthens our message of Unity because music is such a powerful force that brings people together, from all walks of life, all around the world" (Business Insider, 2018). GT's is also incentivizing user-generated content as part of the social music campaign. Those who post a photo with a GT's kombucha bottle on social media with the hashtag #GTsUnity will have a chance to win a VIP music festival experience. The campaign leverages social music while also generating UGC to further amplify the message. Fuze Tea is another competitor that has successfully used social entertainment. The brand is among the most viewed beverage brands across social media sites. Its branded videos have a global target and are available in multiple languages. Following the theme of "a minute of calm" and incorporating ASMR (autonomous sensory meridian response) cues, the videos have garnered millions of Facebook views and thousands of engagements. ASMR is a longstanding phenomenon on social video, where creators play gentle sounds that provoke tingling and calming feelings in their viewers (Freund, 2019). The brand collaborated with the influencer, Emma Smith, to sponsor a video in which she unboxes Fuze Tea. The brand also created a museum-like experience (.e., social art) where people could collectively ASMR-out to Emma's videos. No competitor has tried social gaming, but there is a social game called The Kombucha Game that could serve as a great context for a brand product placement or even to rebrand the game as an advergame! Based on these competitors, is there value for 221BC to consider social entertainment? DISCUSSION QUESTIONS Should 221BC consider the zone of social entertainment as a social media strategy? Why or why not? 2 How could 221BC leverage social games to promote its brand? 3 When would ODV make sense as a promotional tool for 221BC? What tie-ins t existing video and influencers would align with the brand? A Is GT's and Fuze Tea's use of social entertainment effective? Why or why not