Marketing Currents - Business and Marketing Current Events

Boss embraces large-scale holograms for new campaign featuring Gisele Bündchen


After its tech-filled runway show dubbed “Techtopia” in September, Boss is bringing technology to its marketing once again. 

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Discussion Questions:

  1. What is advertising?
  2. Why do brands like Boss advertise?
  3. Why do you think the brand chose to feature Gisele in its new campaign?
  4. According to this news story, what is the brand promoting as part of this campaign?
  5. What are the different advertising channels?
  6. What is “OOH” advertising?
  7. How might a huge Gisele hologram represent an example of OOH advertising?
  8. Where is the hologram being projected?
  9. Why do you think the company chose that location for the hologram?
  10. What is social media marketing?
  11. Based on information from this story, describe how Boss will be using social media as part of this marketing campaign.
  12. Why do you think social media is important to this campaign?
  13. What is UGC?
  14. How might the holograms help to inspire UGC?
  15. How will the brand benefit from UGC? Be prepared to discuss your answers in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.