SOCIAL MEDIA MINI CASE: in the Summer of 2013, Kraft

question 87

Multiple Choice

SOCIAL MEDIA MINI CASE: In the summer of 2013, Kraft Foods' annual tour of the Oscar Mayer Wienermobiles became a cross-country road rally called the Wienermobile Run. Consumers were encouraged to follow the promotion on social media like Facebook, Instagram, and Twitter, and share messages about the Wienermobile Run with their friends. The men and women who drove the six Wienermobiles, also known as Hotdoggers, were divided into teams. Each team's vehicle had its own name. Teams raced around the country to accumulate points. Drivers performed tasks or challenges submitted by the public on a website, wienermobilerun.com. The goal was to get consumers to engage on a deeper level with the Wienermobiles by introducing games in order to take advantage of a trend toward gamification. They also allowed consumers to use social media to request the Wienermobiles show up at their events to give consumers a more visceral experience with the vehicles.
-In the SOCIAL MEDIA MINI CASE, if the marketers from Kraft Foods wanted to determine which team had the most loyal, long-term followers during the summer-long road rally, they would track ________ to the team pages on the website.

• A) unique visitors
• B) cost per unique visitor
• C) return visits
• D) time spent
• E) page views

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Definitions:

Inflexible Production Technology

Manufacturing systems or technologies that cannot easily adapt to changes in product design, volume, or production process.

Product Requirements

Specifications or criteria that must be met for products to satisfy customer needs or regulatory standards.

Local Facilities

Physical locations or buildings situated within a specific area or community, serving as operational centers for businesses, services, or public use.

Compete on Price

A strategy where businesses attract customers and gain market share by offering lower prices than their competitors.