Essentials of Marketing YouTube Links
One of the features in the Essentials of Marketing Instructor’s Manual is our YouTube Video Links. These were previously called YouTube PowerPoints because each link was embedded on an individual PowerPoint slide with the notes section providing ideas about how to use the video in your class lectures. The most recent edition, being finalized this month, is a set of 131 PowerPoint links. The Instructor’s Manual includes a table with each of these and a section that includes descriptions (see below). Over the next few weeks, I will share some of these with readers of Teach the 4 Ps.
Note that these are examples of short case studies, perfect for embedding in lectures or into online classes. Easy to add discussion questions.
20. Mercado Libre – Handshake Hunt (case study)
- URL: https://www.youtube.com/watch?v=HE7dWzEGEp8
- Time: 2:00
- Category: Case study, earned media, owned media
- Summary: Mercado Libre, Latin America’s e-commerce leader, transformed traditional TV advertising by turning every handshake seen on the Globo network into a QR code for a “Black Friday” deal. By mapping scripts in advance, they delivered contextually relevant vouchers (e.g., a handshake in a music show led to a discount on instruments). This innovative “hunt” turned passive TV viewing into an interactive sales driver, resulting in their best Black Friday in history.
- Teaching Notes: This video demonstrates how a brand can generate earned media and viral engagement through owned media (their logo/app). It is a perfect example of the AIDA model (Chapter 13), capturing Attention via the handshake and driving immediate Action through the QR code and sales promotion with coupons (Chapter 15). It also shows a retailer can leverage traditional media to boost omnichannel success (Chapter 12).
28. Indian Railways – Lucky Yatra (case study)
- URL: https://www.youtube.com/watch?v=19fzAvuFq0I
- Category: Case study
- Summary: This case study details a campaign by Indian Railways to encourage passengers to buy tickets rather than ride for free. “Lucky Yatra” (Lucky Journey) turned the train ticket into a lottery ticket, giving passengers a chance to win cash prizes if they purchased a valid ticket. This gamification strategy significantly increased ticket revenue by changing consumer behavior through incentives.
- Teaching Notes: This illustrates sales promotion (Chapter 15) used to influence behavior. It addresses consumer ethics and compliance in the service sector. Instructors can use it to discuss economic needs and behavioral economics (Chapter 5)—consumers responding to the monetary incentive of a lottery—and how Nonprofit or government organizations use marketing techniques (Chapter 1).