BLOG POST
FOR THE BLOG POST PIECE OF MY PORTFOLIO, I CREATED A BLOG FOR THE RED BULL BRAND DIGITAL CAMPAIGN. THIS BLOG INCLUDES COCKTAIL RECIPES THE AUDIENCE CAN MAKE FOR THEIR NEW YEAR’S PARTIES, THAT ARE SURE TO PLEASE EVERYONE. THE BLOG IS INFORMATIONAL, CREATIVE, AND PROVIDES A CALL-TO-ACTION FOR THE AUDIENCE TO GO OUT AND BUY THE NEW SUBCATEGORY TO CREATE THE DELICIOUS COCKTAIL RECIPES. SINCE THE RED BULL DRAGONS BLOOD TARGET AUDIENCE IS HIGH ENERGY, EXTREME SPORTS FANS, I WANTED TO DESIGN A BLOG POST THAT WOULD CAPTURE THIS AUDIENCE. THE RHETORICAL CONTEXT OF THE BLOG POST IS THAT IT BROUGHT THE NEW SUBCATEGORY TO THE LIMELIGHT AND INCREASED PUBLIC AWARENESS PROVIDED THE AUDIENCE A CREATIVE WAY TO USE THE NEW DRAGONS BLOOD VODKA DRINK. BY PROVIDING RECIPES TO INCLUDE THE RED BULL DRAGONS BLOOD, THE AUDIENCE IS PROVOKED TO ACT AND MAKE A PURCHASE. THE END GOAL OF THE BLOG POST MARKETING PIECE IS TO GROW THE BRAND PRESENCE AND ADD VALUE PROPOSITION. THROUGH ETHNOGRAPHIC RESEARCH, BY STUDYING THE DIFFERENT COMMUNITIES’ BEHAVIORS AND UNDERSTANDING THE WANTS AND NEEDS OF MY TARGET AUDIENCE I WAS ABLE TO PROVIDE THE AUDIENCE THE “GOODS” THE PRODUCT OFFERS THROUGH PERSUASIVE COMMUNICATION.
COMMUNICATION & ORGANIZATION CULTURE THEORY IS APPLIED TO INTRODUCE THE NEW SUBCATEGORY TO THE MARKETPLACE. THIS THEORY IS A COMMUNICATION-BASED APPROACH THAT TAKES A CULTURAL PERSPECTIVE OF SHARED VALUES AND EXPERIENCES. COMMUNICATION & ORGANIZATION CULTURE THEORY IS USED TO UNDERSTAND ORGANIZATIONAL LIFE AND HOW COMMUNITIES ARE ESTABLISHED AS OTHER ACTIVITIES AND INTERACTIONS HAPPEN BESIDES JUST COMPLETING YOUR WORK GOALS. BY VIEWING ORGANIZATIONS AS CULTURES, WE CAN LEARN MORE ABOUT SOCIALIZATION AND IDENTIFICATION WITHIN THESE ORGANIZATIONS. THE BLOG POST EXEMPLIFIES THIS THEORY IN PRACTICE BY PROVIDING THE AUDIENCE MORE INSIGHT ABOUT THE RED BULL BRAND AND THE VALUES AND CULTURE BEHIND IT. I CHOSE TO INCORPORATE DRAGON THEMED COCKTAILS, INNOVATIVE RECIPES, AND A CREATIVE LAYOUT TO KEEP THE DIGITAL CAMPAIGN PIECE COHESIVE AND CONSISTENT WITH THE OTHER MESSAGING IN THE CAMPAIGN. BY INCLUDING DRINK NAMES BASED ON OTHER CULTURAL IDENTITIES THE BLOG POST DISPLAYS ETHICAL COMMUNICATION PRACTICES THAT ARE INCLUSIVE AND SHOW MY ABILITY TO COMMUNICATE CROSS-CULTURALLY.
