ArticleMcDonalds introduced a Player Escort Program in which the players come out holding hands with little kids, not more than 7 years old.
It's a cute scene and lets kids see themselves where the players are. It can inspire dreams and show a sense of dedication to the sport from people of all ages!
...but, that's just marketing BS in the omniscient attempt to create a win, win situation.
A child, the ones McDonalds are targetting in this case, will see kids, kids their age, standing next to the players...
They like soccer a little at that age but have more of a fascination in how the sport holds their parents respect with such zeal. They watch with full interest to see how the game works that everyone loves so much.The parents will not have a clearly defined response. They can speculate something positive but explaining it to the youth speculative circular logic, with repetition of McDonalds.
The kids on TV look at the camera in their red-yellow McDonalds Jersey, very happy to be there. Even though the adult moves on thinking that was a cute tribute, the child continues in fascinationa and curiosity about how McDonalds put those kids there. Maybe McDonalds can put them there? Unanswered questions as to a clear definition of why, drive kids crazy with curiousity and having the kids come out every single game is better than any single commercial.
Watch this experience marketing video to see how people advertise to young adults. The same applies for children, but their logic is more easily penetrated by creating events that form curiosity. Basically companies want to establish a brand loyalty in kids through associative to events, emotions, and first-times in the developing brain.
Teens and adults are more likely to create a logic to ease their curiosity about why there's a ceremony in the beginning. They're also more likely to see it as shameless advertising and ignore it. Teens seeing teens by the players would make teens complain. "They didnt earn it so it's stupid, who cares." Kids won't quickly come to a conclusion and continue wondering until they get an answer. Only the "genius and gifted" retain this ability. Others are shutup by their parents in annoyance at all the quesitons. "Just watch the game it's not important."
The effect is not an instantaneous urge to buy the product, but simply to notice it much more when seeing a sign by the road. Ad efficiency greatly increases when the product has multiple associations.
People are much more likely to remember ads they're interested in or associate something else with. All other ads are ignored as "noise" and not well registered into memory.
I recently took a phone survey on sports, shamefully submitting to the outsourced automated phone call in curiosity about what advertisers wanted to know. They asked me if I remembered an advertisers commercial in the world cup. Sure enough it correlated with the above principle. I didn't remember anything I didnt care for or had no association too. I remember mcdonalds, coca cola, gilette (my razor), and yahoo (my stock/email) easily, while philips, fujilm and toshiba I didnt remember at all, though looking back, I did in fact see their commercials.
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