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“Les cahiers européens de l’imaginaire”, CNRS, special edition, Mars 2016


Marcel Saucet
“Street marketing et application” with B. Cova, Les cahiers européens de l’imaginaire, CNRS, édition spéciale sur la rue, (Mars 2016).

Marcel Saucet wrote a scientific paper with Bernard Cova in this review CNRS directed by Mafesolli. la rue est ce qui fonde, anime et abrite l’être-ensemble contemporain. In the wake of brands such as the Mini, Coca-Cola, Red Bull or Ben and Jerry’s, many companies now grasp the usefulness of these campaigns, incorporating into their budgets a number of development cost items that are specific to the new communications techniques. A prime example is an impactful interactive digital campaign waged by Tipp-Ex[1], an operation that generated more than 20 million hits on YouTube in a little less than two years. But more than an trend, the use of unconventional marketing which starts in the street before being digital has become a necessity for brands.

[1] http://youtu.be/4ba1BqJ4S2M5 Jay Conrad Levinson, Guerilla Marketing, Secrets for Making Big Profits from your Small Business, New York, Houghton Muffin, 1984.

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