Read about those 4 companies marketing campaigns. Their audience, targets and achievement which lead to success in business.
Marketing on the web have become more and more common as people begin to spend more time on the web surfing, chatting or just keeping in touch with friends and family. This activities is a very effective marketing technique. Additionally, viral marketing became the Internet catchphrase of the year. Viral marketing is a marketing technique that focuses on customers and users spreading information about a product or brand.
Understanding viral marketing and its mechanisms when designing campaigns that strive for viral spread makes it important to further understand credibility of sources on the Internet. The credibility of a company is in many cases not as high to customer as for example the credibility of a friend. By understanding viral marketing mechanisms and techniques will help in open new doors within marketing which in turn can lead to immersive events in a campaign and to keep the audience focused on the product for a longer period of time.
The Following are examples of 4 marketing campaigns:
1- Old Spice
During Super Bowl in 2010, Old Spice broadcasted a commercial film where actor and former NFL wide receiver Isaiah Mustafa starring as “The Old Spice Guy” encouraged men to start using Old Spice body wash to smell like a man. The campaign became a decent success.
13th July Old Spice started making response videos on YouTube starring the same actor Mustafa replying on 186 online comments and questions by users of different communities such as Twitter, Facebook, Reddit5 and YouTube. This time the campaign made a huge success and the number of views exploded and further increased the sales of Old Spice body wash products by 107 % by the end of that month.
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The video campaign is one of the fastest growing viral video ever. According to Wieden + Kennedy more people watched the videos in the first 24 hours than those who watched Obama’s presidential victory speech. The Old Spice channel on YouTube has a total of over 200 million views from all their videos.
2- My Starbucks Idea
In 2008 the coffee shop brand Starbucks started a community called My Starbucks Idea where costumers could make ideas to improve the Starbucks experience. Everything from new coffee drinks to affiliate programs for frequent customers and interior decoration. Other customers can vote on ideas and discuss them and then Starbucks can see which ideas become the most popular and review them. Around 100 000 ideas have been posted since the start. Starbucks also does daily surveys on the site, named ‘question of the day’ asking the users everything from what to name a coffee recipe to what Frappuccino’s are their favourites. Economically speaking, Starbucks is saving lots of dollars by not doing expensive marketing research and instead letting the audience make their voices heard for free.
3-Year Zero
In 2007 Trent Reznor, the mastermind behind the rock act Nine Inch Nails, promoted his upcoming album Year Zero trough an immersive campaign with the help of promotion agency 42 Entertainment by making an ARG with the same name. The game focused on a dark future laid to waste from holy wars and environmental collapse. The game also consisted of various webpages, telephone numbers, e-mail addresses, video links, mp3-files etc. which all where pieces of a puzzle. 42-entertainment uses a technique which they like to call “hiding in plain sight”, where the information is often presented to the users but out of context. Users discussed the ARG on forums and communities and together came up with solutions to progress further on in the game, leading them to a resistance group which recruited the fans to fight the dark future of Year Zero. The game took place in not only the virtual world but also in the real world where, for example a secret performance act by Nine Inch Nails took place for the enthusiastic and especially devoted fans. Over 3.5 million people took part in the campaign and Los Angeles time’s states that the Year Zero campaign is more than marketing, it is pioneering art.
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4- BMW Films
BMW films The Hire was a series of short films divided into two seasons where the actor Clive Owen played the lead role as a hired transporter, getting paid to chauffeur various people in different BMW’s. Every episode in the series is released periodically and directed by different directors. The series was released in 2001 with the aim to produce a non-traditional marketing campaign purely for the sake of branding.
The Internet was the perfect place for such a campaign to take place knowing that roughly 85% of their customers researched the brand and the cars on the Internet beforehand. BMW set up a website which the audience registered on in order to download or stream the short films as well as customize a dream car from BMW. Over 10 million views counted and nearly 2 million people registered to the site with an astonishing 94% of the users recommended the video clips to others.
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