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WHY SKY DIVE Jump without parachute was a KRAFT and Mondelez failure

WHY KRAFT AND MONDELEZ FAILED 


Ok you seen the story you've heard about Luke Akin right ?

Luke jumped out of a plane at 25 000 ft without a chute and landed on a net, safely back on earth ok. 

Great , now here's the thing how many of you will remember, in the future what brand it was for or the brand strident gum ? probably a fraction of you .

That's my point , chewing gum is predominantly bought by a younger demographic audience who do spend a lot more time online rather that watching TV , or newspapers .


My point the stunt by mondelez was about engaging brand profile of their confectionary in this case the gum . You tube is now the second largest search engine in the world. 



Frequented, though not entirely but a large proportion of younger demographics , like myself many a youtuber upload and re share uploaded content on youtube for their own website blog etc 

So I was surprised by Mondelez owned by even larger food giant Kraft, who own the video rights to the chute stunt, blocked my video. Though all news agencies were allowed to redistribute the video.

Yess.. thousands of dollars via syndication , but customer engagement ,retention and brand loyalty, is what money, can never buy. 



And that's my point to engage the audience with the product - younger generation on youtube to build an affinity.

Tell me how many middle aged news agency owners engage directly with buying gum ? get my drift ...

don't get me started on creme eggs or quality street wrappers ..... 

This is a digital trend that will continue so rather than brands agencies fighting for sole ownership , not only do you alienate the audience you're trying to attract, but you also prevent what you exactly intended maximum media exposure to your target audience...

The missed opportunity by Kraft and Mondelez continues to be repeated by many a company .

You'll find the Clinton campaign, has allowed me, as have many others, to upload their videos and redistribute, something a lot of you may all want to take note of, seeing the opportunity and allowing the engagement of the actual consumer. 




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