The Intelligence Group's trend analyst highlights four campaigns and companies that are pushing the envelope of promotional strategy by going with the flow of recent online trends.
Today, we're going to look at some innovative campaigns that have evolved out of, what I like to call "Marketing 2.0." First of all, you should know that finding words to collectively describe the scope of today's ever-changing marketplace was a daunting task. Trust me; I was stringing words together -- from a new vocabulary of "market speak" -- all weekend, attempting to formulate a cohesive (and snappy) title for my commentary on the subject. As words like co-creation, consumer-producer, neo-networking, viral behavior, mainstream green and code cracking -- all phrases and trends in the contemporary marketing and branding world -- came to mind, I racked my brain for the perfect name. In the end, I settled on "Marketing 2.0" (I know it's a knock-off but I challenge you to propose something better) because the biggest common denominator amongst all of these trends is just how uncommon they are.
That said, Here are some examples of campaigns and companies who are doing it right (at least for now) in this 2.0 world:
Jay-Z and Coca-Cola go viral: After years of cracking down on illegal music-sharing sites, forward-thinking music marketers are realizing that piracy can potentially help them. Coca-Cola Co. and Jay-Z recently gave fans license to share by "leaking" a video from the hip-hop mogul's summer concert tour onto premiere music-sharing websites. The eight-minute clip (which was imbedded with Coke promotional material) became the catalyst for what in theory, would be a peer-to-peer user's worst nightmare: a clever, albeit corporate, marketing campaign. Tactics like this can work well for companies who recognize that, while piracy is illegal, it's an activity often practiced by influencers and music fans that, quite honestly, will eventually get a hold of the files anyway. Making files that can potentially drive marketing efforts available for users and fans to "play" and pass (and turning downloaders into allies, not enemies) may just prove to be a better use of time and resources for all involved.
"Cathy's Book" by P&G: In an interesting twist of good old fashioned entertainment and innovative marketing tactics, the recent release of this product-embedded teen-themed novel has redefined the term branded literature. The journal-style book -- which follows a teen girl as she attempts to solve the mystery behind her ex-boyfriend's disappearance -- is at the forefront of the emerging, interactive, multi-sensory marketing trend, as its pages are peppered with "story-related" Proctor & Gamble product references and samples. What sets this apart from being "just another marketing ploy" is that the story, penned by authors Sean Stewart and Jordan Weissman (who co-directed the award winning ARG "I Love Bees") is a genuinely compelling mystery that contains functioning websites and phone numbers to keep readers feeling engaged, not exploited.
Saturn goes green: Always a sucker for social activism, I must commend Saturn's interactive, edutainment-infused marketing campaign for its forthcoming "Vue Green Line," hybrid SUV. After erecting several Saturn-branded "greenhouses" in the Washington DC area, the automaker hosted sustainability-themed events. During the three-day event, visitors participated in eco-themed activities, learned about sustainable practices and enjoyed entertainment provided by local artists. By providing consumers with viable tips on to how they can make the world a better place (and a bit of fun), while showcasing their new hybrid ride, Saturn has scored points as a company that genuinely cares about its customers… and the world they live in.
MINI Cooper's secret decoder: BMW appealed to each and every one of its loyal legion of MINI Cooper owners by mailing them cryptic-looking black books, each with a secret compartment containing a variety of gadgets, meant to be used to decipher a forthcoming ad campaign. Using tools like the "Magic Window Decryptor," users were able to find hidden messages (invisible to un-MINI-owners-eyes), crack codes and discover classified websites. This is a great example of how a brand can gain consumer loyalty (and cool cred) by rewarding and engaging its core consumer.
Rebecca Mc Quigg is a trends and lifestyle executive at The Intelligence Group, a trend forecasting, market research and consulting firm under the Creative Artists Agency umbrella. Read full bio.