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

question 52

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 Kraft Foods pays Facebook when a Facebook user clicks on the Wienermobile Run ad, Kraft Foods is utilizing ________.

• A) paid social media
• B) owned social media
• C) earned social media
• D) covert social media
• E) exclusive social media

---

Definitions:

Rowdy

Behaving in a noisy, disorderly, and often disruptive manner, typically as a part of a group or gathering.

Reinforcement

In psychology, a process by which the likelihood of a behavior is increased through the administration of positive stimuli (rewards) or the removal of negative stimuli.

Intensity of the Punishment

Intensity of the Punishment refers to the severity or harshness of a penalty intended to modify behavior through aversive stimuli or consequences.

Response

A reaction to a specific stimulus or situation, which can be psychological, physiological, or behavioral.