I was desperately searching for a good example of IMC, and then this commercial appeared! IMC is the integration of media communications. Here its the process of combining a television commercial which is attempting to pull in MMA fans, to have them download the Bellator app, only offered through Apples app store. The app itself as shown on the commercial, allows MMA fans to vote live durning fights and have their voices heard to become the fourth and final judge. Never before to my knowledge has anyone ever integrated fans in a live sporting event to be the judge!
Also you'll detect a hint of synergy here as well. Bellator the MMA tournament paired with Spike TV, two huge names for the MMA fan target audience. Lets not forget the app is only offered through Apple's app store which will add to the synergy effect to create a even more unique emotion for the consumer which allows them to feel "special" because they are the only ones allowed to download the app.
Bellator MMA App " 4th Judge" Commercial
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