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The best one I have seen is indisputably Red Bull's Stratos campaign. (http://www.redbullstratos.com/)
The beauty of this even was they picked up something that went with their brand - adventure, thriller and energy. And it was sufficiently "remarkable" that it was picked by every media channel - TV, papers, whatever.
It was excellent pick for the company and the audience, and very well executed. I could write a whole blog post on this one!
For the first time this summer, Coca Cola is replacing its brand name on Coke bottles with famous names in Britain including ‘Dan’ and ‘Laura’. The bottles have been distributed nationwide on shelves, in vending machines and stores. There are also bottles with labels such as ‘Friends’ and ‘Family’.
Using3D printing technology, some Coke kiosks also allow consumers to print other names on the bottles. Coke is encouraging users to share their photos with the personalised bottles on @CokeZone with #shareacoke.
From a social perspective, Coca-Cola has seen its Facebook community grow by3.5% and globally by6.8%. The hashtag #shareacoke has also been used29,000 times on Twitter. The campaign is still in its early stages so we don’t yet have statistics of how this has affected sales but when a similar campaign was launched in Australia in2011, young adult consumption increased by7% in the country.
I think most of the recent media tools are usefull (if we use it in a proper and planned way) such as Youtube, e-advertising, Twitter, instagram and Facebook ... etc. (It is about how to use it).
And what make them special that:1- Easy to use2- Fast-Spreading3- Reaching a wide segment of people at different locations, ages and educational level4- Time saving 5- Sometimes cost saving6- Can be delivered into a several understandable ways (in writing, verbal or visual) and many other features).
These things are functioning like a real-concrete-market
Best Regards,
There are many impressive marketing campaigns out there, especially in our decade, however I would like to mention the following:
1. FISTA (NGO): I am choosing this because of its NO-COST marketing campaign.
https://www.facebook.com/pages/First-Step-Together-Association-FISTA/?ref=br_tf The NGO was able to create an amazing number of followers with absolutely not cost and next month they are creating a Guinness World Record to add to their success.
2. Melbourne Metro: https://www.facebook.com/pages/First-Step-Together-Association-FISTA/?ref=br_tf (Very entertaining check it out - After the campaign they were able to make extra income out of YouTube and smart phone apps.
3. Popeye the Sailor Man: The show was created as a marketing campaign for a canned spinach company, in which the company eventually shut down, but the show made a lot of revenue. This cartoon today is a classic and was a successful method to encourage children to eat spinach. Come on, let’s be honest, you used to eat spinach to be like Popeye, right?!
Nokia and their social media campaign for Lumia in recency have been an eye-opener. The most important thing to note before talking about the campaign is that Nokia had been dying off and needed to come back strong if it had any chance of regaining some market capitalisation. A market leader delivering a solid campaign is one thing, but a near-death brand establishing itself again as a prominent player if not amongst the best ones, is a story in itself. Nokia decided to break the clutter first with its unique color schemes for the Lumia phones and the campaign pages. The images were bright, caught the eye and attracted people more so. It was like a breath of fresh air in an industry that was all black, white and grey. The second, and perhaps, most important step was to shift the brand image from a sophisticated and simple 'purpose-fulfilling' device to a quirky, out of the box contraption. Taking allowable and fun potshots at others, harping on the age-old indestructibility of Nokia phones and being a fun tool to capture life around you - the communication strategy worked for Lumia. They encourage fans to share this quirkiness and publish it across social media through imagery, and this just helps them connect with the audience better.Microsoft's involvement and back-end support have enabled the creation of better devices, and they sufficiently discuss the pros and highlights of the Windows ecosystem to provide value-addition to discussions. The release of flagship products like920,925,1020 and in recent weeks, and the hype and methodology has been pretty crisp and attractive. Nokia integrates campaigns across all media channels and link the same up with social media. It is not using social media to merely support its marketing, but as a frontrunner and equal-weightage partner in promoting the product.
