Even his name sounds intriguing. You were made to feel that you were doing your patriotic duty by spreading the latest updates about his campaign. When you typed commands into the website, a person dressed in a chicken suit would follow those commands. However, the over 35+ crowd still thinks of Old Spice as the nasty stuff their grandfather wore. It was a different kind of stunt. This 4:44 video case study shows the results of the Old Spice campaign. It was a badge of honor.
Southwest offered cut-rate airline tickets on their website. But when we dissect its marketing principles and practices, it becomes not only entirely applicable to the small business owner, but an essential and low-cost opportunity as well. Let's look at a few hypothetical examples. As with anything in business, provide more of what people want and less of what they don't. But to use these special hotspots, you had to select the Scrabble network, create your best word, and earn free wifi minutes based on your score.
Be Everywhere Marketing on as many appropriate multi-channel and multi-media marketing channels using social media ensures that broadest possible distribution is achieved by tapping into viewers media and platform preferences. The video received more than and within 12 days of its release. He came across as wildly aggressive, on the go, in the know, always working for you, with a personality as driven as Gary Vaynerchuk. Though the website for the Subservient Chicken was targeted toward young men, people of all ages and genders visited it. When Obama won, he implicitly shared the credit with everyone who had even a minimal awareness of his online presence. Tap into large networks by giving them the attention they want and crave and they will spread it for free to their distribution networks whether that be Facebook, television or Twitter. A Few Reasons Old Spice Videos Work Old Spice is extremely smart and targeted with their videos.
Don't let the setting or the production distract you from putting across the persona. Unlike businesses, a band can either fade away or move on to other promotional tactics after having a viral hit. However, that isn't to say companies shouldn't try. Thus, the concept of a brand message swiftly became a brand conversation, back and forth, across platforms and mediums, which helped it scoop six Blades Awards for creative and digital advertising. By giving your consent below, you are agreeing to the use of that data.
You are trying to have others do the heavy lifting of spreading the word and gaining more people to participate. It is also the Marketing Week Engage Awards digital campaign of the year. When it comes to advertising, Old Spice seems to have done everything right when they brought in the ad agency Wieden+Kennedy. You're going to need to entice people to join in before you can let them see your act. Its early promotion was fairly similar to that of The Blair Witch Project, at least conceptually. Here's the accompanying video response. Pizza Express overhauled its brand identity this month, as part of the biggest brand refresh in its 48-year history.
Make your character strong, appealing and consistent. It took the team 84 takes over 4 days in order to get that perfect single uninterrupted shot. An interesting observation was uncovered in the process of market research — women were responsible for 50% of body wash purchase. Most importantly, all of it was incredibly fun to watch. People will think it's you, only funnier.
How Mailbox Made People Wait … and Want their Email App In 2013, a new email app for the iPhone built buzz for its software by making people wait in line… virtually. The footage of the babies was no more relevant to Evian than it would have been to any brand. Plenty of companies have tried to create viral campaigns before, but this one will probably end up in the textbooks. These appeals being humor and sex. You will also be able to measure which subjects and types of responses get the best results.
The babies perform their routine after a title card indicates that drinking Evian water would make you feel as young and energetic as those babies. People became wrapped up in the mystique surrounding the film and felt like they needed to see it to find out the truth. It certainly can be you, but you'll want to consider carefully. The whole commercial was filmed in a single shot, in which Mustafa transitioned from a bathroom setting to a sailboat and finally to a beach, where he rode on a white horse holding Old Spice product. There is no market research that would be able to dictate exactly what people want to see in a video. There was always something new to do or to expect. Base your marketing campaign on a simple idea.