After reading the attached case: SNAP Inc.: Pushing the limits of social media communities and advertising through innovation Audi Super Bowl Campaign by Samir Sarofim and reading/watching the additional background materials on the Diffusion of Innovation Theory, summarize the case and answer the questions below, using the required format.

After reading the attached case: SNAP Inc.: Pushing the limits of social media communities and advertising through innovation Audi Super Bowl Campaign by Samir Sarofim and reading/watching the additional background materials on the Diffusion of Innovation Theory, summarize the case and answer the questions below, using the required format.

Background Materials:

Diffusion of Innovation: How Adoption of New Tech Spreads

FRIDAY, AUGUST 21, 2020

CHRISTOPHER SIRK

https://crm.org/articles/diffusion-of-innovations

Your Product’s Success Depends on Understanding the Diffusion of Innovation Theory

Swetha Amaresan

Updated: June 24, 2022

Published: July 22, 2019

https://blog.hubspot.com/service/diffusion-innovation

Length: Three full pages. Points will be deducted for anything less than three full pages.

Format: Use a MS Word document, Times New Roman point 12 font, single-spacing, 0/6 point spacing (see the paragraph line spacing tool at the top of your MS Word document. This is shown in the Course Resources folder); insert a single blank space between paragraphs; use one-inch margins, and block style (do not indent paragraphs). Incorporate appropriate headings to organize the information in the DISCUSSION section. Use upper case for main headings and title case for subheadings. Place your name, MKT 441, and Case #1: Snap, Inc. in the upper left-hand corner. Do not insert a title. Do not insert a space between the main headings and the text. Do not increase the size of headings or use bold headings to distinguish them. Text should flow continuously. Do not insert page breaks. Points will be deducted for incorrect format. All references must be cited in APA style. Quotes should be minimal. Use your own words.

Heading

Name

MKT 441

Case #1 Snap, Inc.

(Insert two single spaces between the heading and the body of the report the word SUMMARY.)

INTRODUCTION

Summarize the case. (Begin with a summary of the case that discusses the issue. This should include: Who was involved? What happened? Where? When? Why? and How?)

DISCUSSION

(Use headings to distinguish the content outlined in the questions.) For example, you might use Analysis of the Diffusion of Innovations Theory to distinguish the information requested in Question 1 and cover the material in questions 2-4 under one heading; your analysis of 5, 6, and 7 under one heading and your answer to question 8 and 9 each under a separate heading.

CONCLUSION & RECOMMENDATIONS

Summarize your findings (Conclusion) and discuss any recommendations you would make to improve their use of social media (Recommendations). You may place these under separate headings if you prefer.

Content/Questions:

Summarize Audis Snapchat campaign then answer the following questions.
Does Snap Inc. represent a successful example for diffusion of innovation in social media? Explain your answer. For example, evaluate Snapchat in the light of the four criteria of Rogers Diffusion of Innovations Theory.
How could brands use Snapchat to increase brand-consumer engagement? How could marketers utilize the short-lived nature of Snapchats content (posts, pictures, messages) to create a long-lived brand engagement?
Discuss the sustainability of brand communities developed via Snapchat. Are there possible ways to create social brand communities on Snapchat?
Do brand followers on Snapchat possess the characteristic of brand fans?
Would you expect the 2014 Audi Snapchat campaign to affect Audis brand community on other social media platforms? Why or why not? How could Audi create a synergetic rather than a segregated social media strategy?
How did Audi implement real-time marketing (RTM)? And what are the effects on the brand community and brand fans after the RTM Snapchat campaign?
How did Audis Snapchat campaign affect earned media? What are the downstream consequences on Audis Brand Community?
Compare this campaign to one of Audis more recent Super Bowl campaigns (2022 and or 2023 Super Bowl campaigns). Do you think these were more successful? Why or why not?

Submission: You will have two attempts to submit this assignment, which will go through Safe Assign, so you can check your work. Please cite all sources in APA style.

Grading: Grading will be based on content, analysis, format, and clarity. Use good grammar and syntax. I strongly encourage you to use the Review tools that are available in MS Word and to use the instructions as a checklist to be sure you have included the required content and followed the format instructions.

Please note: The attached case and materials are copyrighted and are for student study purposes only. They cannot be scanned, copied, or duplicated, or posted to a publicly accessible website, in whole or in part in any form.

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