(M1) Evaluate different cross media advertising campaigns for consistency of message

The big mac campaign has a consistent message going across all platforms.  Demonstrating that the "Big grand mac" and the "Mac jr." is still the same product just different sizes.  Firstly this billboard:

 

The phrase "One Big Mac, Two new sizes" is showing the consistentcy of the message.  "One Big Mac" suggests that they want everyone to know that the product is the same, with the same sauces and ingredients it is just different sizes.  The way they deliver the message is very similar aswell.  They have 3 burgers that are the same design with visibly showing the same ingredients, while labelling the different products.  The text in the top right then shows to the public that they are celebrating 50 years of the Big Mac.

This image also shows the celebration of 50 years hence all the confetti and the massive 50 year celebration gold text in the middle of the screen.  This shows consistency throughout the campaign in all the advertisements.  Moreover, although it may not state the phrase like on the billboard "One Big Mac, Two new sizes" it still shows the three different size big macs, with all the ingredients and sauces being presented in all three of the burger pictures.  Furthermore, the name of the products all have the word "Mac" in it.  This conveys to the customer that it is a Big Mac swell.

The advert above has a consistent message across the video, showing that everyone loves the Big Mac and the video is all about the Big Mac.  The narrator over the video says, "celebrating 50 years of the Big Mac" and at the end of the video shows the 50 year celebration text.  Once again this states the 50 year celebration which has been a consistent message through out the campaign.  Secondly, in the end scene with the "father" and "son" eating a Big Mac together, the father asks what he is eating, and it turns out to be a Grand Big Mac.  Following this he then goes on to say "Still Good."  mentioning that the Big Mac hasn't changed since it came out.

Nike: "LNDNR"

With the nike "Nothing beats a Londoner" campaign.  Nike has a consistent message through out their campaign.  They have done this to ensure that they influence as many people as possible to start exercising and becoming athletes.  Their message isn't a set phrase, rather just a "who can do it better".  The one consistent thing that they use is that everyone in the campaign is a Londoner.  The fact that everyone is a Londoner will help many people to connect to the campaign on a personal level, making it more effective.

In this advertisement on Snapchat, they are conveying the same message of an athlete determined to achieve and lift up the weight.  The background of this video has council flats, which suggests it is in an area of poverty.  This is partly the target audience that Nike is focusing the campaign on.  This is known because they talk about Peckham in the video.  Peckham is known for housing the majority of the working class.

This type of advertising is seen as merchandising.  Merchandising is essentially being paid for other people to promote the campaign as they are purchasing t-shirts from you.  Due to the design of the campaign logo being in trend, it has allowed for Nike to sell the t-shirts, meaning people will be wearing the t-shirts, this is essentially free advertisment.  They aren't sending any message with this type of advertising, it is just to raise brand awareness.