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

question 42

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, when consumers shared the messages about the Wienermobile Run with their friends, it was an example of ________.

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

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Definitions:

Goodwill

A non-physical asset created when acquiring a business at a cost higher than the fair value of its identifiable net assets.

Equity Method

An accounting technique used by companies to assess earnings generated by their investments in other companies, incorporating these earnings as part of their income.

Common Stock

Equity ownership in a corporation, providing voting rights and a share in the company's profits through dividends.