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Published byNoah Johns Modified over 9 years ago
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By Megan Schultz and Connor Morrison
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Began as a website known as “The Point” in November 2007 Later became “Groupon” in 2008 as a way to help consumers find entertainment in large metropolitan cities They are now in more than 300 markets and 35 countries, with 1000 employees at their Chicago headquarters
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Select a large city near you Search their current featured deals for that area Buy the deal that you are interested in Once the designated amount of people have also purchased it (tipped), you get the deal otherwise you get your money back After the groupon has been “tipped” you can print it off and enjoy!
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Called “Save the Money” spoofing celebrities who jump on causes for their public image Originally intended to help raise money for specific causes while promoting their money saving deals on Groupon.com Use of celebrity endorsers (Timothy Hutton, Cuba Gooding Jr. and Elizabeth Hurley) discussing deforestation, whaling, and Tibetan refugees Ad campaign prepared by Crispin Porter & Bogusky who is known for taking risks
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The “Save the money-Tibet” ad that aired during the Super Bowl caused controversy due to the lack of sensitivity on this serious issue Many feel that the commercials are mocking the causes that they are discussing The commercials were intended to raise awareness of theses philanthropic causes but were not perceived this way by audiences. The backlash has been so strong that the company is considering pulling the campaign entirely
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New ad campaign Using emotional appeals Partnering with charitable organizations Humor Rational appeals Saving money with Groupon Celebrity endorsers Choosing to use new media sources In the past they relied mostly on word of mouth and social networking sites They are now using more forms of media to promote their growing business such as: Broadcast television, social media sites, print media features, and internet advertising
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http://news.yahoo.com/s/ac/20110208/us_ac /7810006_groupons_controversial_super_bowl _commercials_incite_riot http://news.yahoo.com/s/ac/20110208/us_ac /7810006_groupons_controversial_super_bowl _commercials_incite_riot http://www.youtube.com/watch?v=fboyGZm _IdM&NR=1 http://www.youtube.com/watch?v=fboyGZm _IdM&NR=1 http://www.groupon.com/salem-or/ http://www.groupon.com/salem-or/
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