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By Megan Schultz and Connor Morrison

By Megan Schultz and Connor Morrison. Company History. 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

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By Megan Schultz and Connor Morrison

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  1. By Megan Schultz and Connor Morrison

  2. Company History • 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

  3. How It Works • 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!

  4. New Ad Campaign • 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

  5. Super Bowl Ad Banned • 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

  6. Relation to Class • 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

  7. Citations • 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.groupon.com/salem-or/

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