EM360 Digital Blog

27 Jun 2016
marketing campaigns

Unusual Marketing Campaigns That Really Can Work

What are the best ways to grab an audience’s atten­tion? The Inter­net! The inter­net! Yes, we know. But how do we end up on the Inter­net? What’s the con­cept that we film or gift as a cam­paign incen­tive that goes viral and reach­es mil­lions?

There are so many tricks of the mar­ket­ing trade, it can be dif­fi­cult to keep them straight. But in this indus­try, we’re all pro­fes­sion­als, and we’re all com­pet­i­tive. So we learn the tricks. We prac­tice them. We don’t let a cam­paign fly with­out their inclu­sions.

In 2016, it’s safe to say we’re all prac­tic­ing and uti­liz­ing SEO mar­ket­ing ser­vices. But when we’ve checked the box­es and we’ve mas­tered the edu­ca­tion of Google Ana­lyt­ics, what’s next? How do we take our brand to the next lev­el? We get funky. In a marketer’s soft­er term, we get cre­ative.

Let’s back up a minute because is get­ting funky real­ly a show-stop­ping tac­tic? Always. Take your­self back to a night- any night- you’ve spent at a dance floor, whether con­struct­ed beneath sky­lights or popped up impromp­tu in your best friend’s kitchen. If you’re like most peo­ple, the fear of being the dancer thrown into the circle’s spot­light is absolute­ly ter­ri­fy­ing. What move would you do? The sprin­kler? The robot? Are there any options that aren’t absolute­ly mor­ti­fy­ing?

Now flash to the per­son who does choose those cringe-wor­thy moves. What’s the crowd’s reac­tion? Boo­ing and hat­ing? Nev­er! It’s heads tilt­ed back and laugh­ter spew­ing toward the sky. It’s total recog­ni­tion of brav­ery and clue­less­ness and before you know, every­one is bust­ing out these ridicu­lous moves.

Brands are all com­pet­ing on the same stage, and if we want the spot­light, we’ve got to take humor­ous risks. Let’s look at some cam­paigns that mas­tered this con­cept:

  • Hakuho­do Ket­tle Tokyo “shell we move?” cam­paign that fea­tured spe­cial­ly designed homes for real, live her­mit crabs. The stunt went viral! The float­ing Suumo, a home match­ing ser­vice, rose to the top of the indus­try.
  • Groupon’s Andrew Mason looked to win the favor of May­or Bloomberg by gift­ing him a pony, a gim­mick that would undoubt­ed­ly find its way across the world in no time. Although the stunt was ill-researched and thus with­out desired result, that’s the kind of cre­ativ­i­ty that the mar­ket­ing indus­try must aim to find.
  • Half.com is an oth­er­wise ordi­nary endeav­or, a text­book rental com­pa­ny. This com­pa­ny won Ebay’s atten­tion and finan­cial back­ing when it con­vinced Halfway, Ore­gon to rename itself to Half.com.

There are count­less more cam­paigns like these and lim­it­less more to be imag­ined. If you need help brain­storm­ing new and audi­ence-cap­tur­ing mar­ket­ing strate­gies from a dig­i­tal mar­ket­ing agency, reach out to EM360 Dig­i­tal! We’ll have you laugh­ing – and lead­ing- in no time.


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