From creating ROI-driven strategies and driving business-wide innovation to keep organisations ahead in an ever-changing market to driving sales - today, the role of marketers has changed. The role is now deeply entrenched in the business as it touches all important aspects. Though, the role of marketers has changed. But has the mindset changed? Seth Godin nailed it when he said
Marketing has changed, but our understanding of what we’re supposed to do next hasn’t kept up. When in doubt, we selfishly shout. When in a corner, we play small ball, stealing from our competition instead of broadening the market. When pressed, we assume that everyone is just like us, but uninformed. Mostly, we remember growing up in a mass market world, where TV and the Top 40 hits defined us. As marketers, we seek to repeat the old-fashioned tricks that don’t work anymore.
Marketers using old marketing tactics ( without giving a thought to the changing business landscape) to create new brand experiences, aren't playing a clear-sighted marketing game. Rather it's a blind one.
Digital Marketing Training For Corporate
If you are a marketer and are looking for digital marketing training that will help you create a holistic brand experience in today's market, then check the corporate course at DMU . It will help you gain useful insights on creating a brand experience that delivers ROI. The corporate course also has an exclusive module on inspiring marketing campaigns. Over here we have shared 10 such inspiring campaigns - from using location data and social media in a unique way to creating purpose-driven marketing campaigns - this list will help you understand how powerful marketing campaigns create a significant impact.
1) Burger King - Whopper Detour
Burger King's geo-mobile campaign, “Whopper Detour” which trolled its rival McDonald's set a perfect example of how to use data and analytics to create brand connectivity outside of traditional transactional environment. Burger King offered its iconic sandwich, Whopper, to its customers just for 1 cent, the only catch was that only smartphone users who downloaded the upgraded Burger King app and were near rival McDonald's locations could redeem the offer. The campaign led to 1.5 million app downloads in 9 days.
2) Domino’s - Paving For Pizza
Let's see how Domino's used different channels in an integrated manner for the campaign. It created a micro-site, www.pavingforpizza.com, so people could nominate potholes in their town that need repair. If Domino’s selects the town, then the user will be informed and the government will receive funds to help repair roads. Also, a press release was issued announcing the campaign and providing a link to the micro-site where users could go and nominate.
“Have you ever hit a pothole and instantly cringed?” Russell Weiner, president of Domino’s USA explains, stated in a press release. “We know that feeling is heightened when you’re bringing home a carryout order from your local Domino’s store. We don’t want to lose any great-tasting pizza to a pothole, ruining a wonderful meal.”
For amplification, the brand began posting engaging content across social platforms. In the first week of its launch, the campaign garnered 35,000 organic mentions on social media. The campaign received more than 137,000 nominations from 15,275 zip codes in all 50 states. The first phase of the campaign saw over 20 cities receiving grants to execute paving projects.
3) Carrefour - Black Supermarket
French supermarket Carrefour in this campaign took aim at the Europe’s Official Catalogue of Authorized Species, which “dictates which seeds are eligible for sale and cultivation. The campaign was activated across 40 stores in the Paris and Brittany areas which sold a range of “forbidden” fruits & veggies in a “black market” context. The campaign forced the European Parliament to ratify a new organic agriculture regulation.
4) Ikea - ThisAbles
It’s a suite of product adaptors that make the company’s furniture accessible for people with disabilities. Ikea’s ThisAbles include free add-ons, such as extended couch legs, an oversized switch - all of them are created using a 3D printer in Ikea stores. However, these add-ons can also be printed by anyone, anywhere online.
5) Google - Creatability
Google’s “Creatability,” an initiative to make creativity tools accessible for those with disabilities earned the Design Grand Prix at the Cannes Lions Festival of Creativity. Using machine learning algorithms and open-source software, they developed a way for users who can’t see to draw, composers who can’t hear to see music, and physically disabled musicians to play instruments.
6) Skittles Commercial - The Broadway Musical
Instead of spending $5.2 million for 30 seconds for a Super Bowl ad, Skittles launched a 30-minute Broadway musical on the day of the Super Bowl called “Skittles Commercial: The Broadway Musical.” It was the first-ever commercial performed as a live Broadway musical in front of 1,500 people. The $200 tickets sold out in 72 hours. It fetched 2.5 billion impressions for the brand (25x that of the Super Bowl) and a 6% increase in consumption.
7) New York Public Library (NYPL) - Insta Novels
NYPL delivered entire novels—such as Kafka’s “The Metamorphosis,” Charles Dickens’ “A Christmas Carol” and Lewis Carroll’s “Alice’s Adventures in Wonderland” to Instagram users. They turned these novels into brightly illustrated Instagram stories. The novels are also saved as highlights on the NYPL feed, to help Instagram users access them at any time. The Insta novels brought in 140,000 new
Followers to the @NYPL account, with the “Insta Novels” read 300,000 times in just a few months.
8) Visible - 404 Store Not Found
Visible, a Verizon-backed all-digital mobile phone service, created a unique out-of-home (OOH) consumer awareness campaign where they wrapped empty storefronts in 13 markets across the US with the brand’s bold blue and a ‘404 Store Not Found’ message. The campaign was aimed at 18-34 year olds who prefer app-based solutions. It generated more than 2000% lift in brand mentions and 8x increase in website traffic and earned media.
404 ERROR: Sorry, the phone store full of lines, misleading sales reps, and other store-induced headaches can no longer be found. In fact, you’ll never find a Visible store, but keep your eyes peeled for a bright blue #404store near you. pic.twitter.com/pwZI0gZOk9
— Visible (@Visible) October 8, 2018
9) Mini USA - #MINIonDemand
"MINI Tweet to Test Drive"is a unique social media campaign which encouraged the car shoppers in San Francisco and Los Angeles to request a test drive of Mini Countryman or its plug-in hybrid version with a simple Tweet with the hashtag #MINIonDemand plus a red car emoji. Those who tweeted were sent a link to schedule the personal test drive. After sharing their information such as their preferred pick up destination, preferred vehicle, and date and time that suited them, the users were picked up by a trained driver and could drive around in the MINI for 30 mins. MINI then followed up with a Thank You discount code. The campaign helped MINI schedule 80 test drives. It generated 4.9M Impressions across LA and San Francisco, 13K Engagements, and 1.5K Brand Mentions across Twitter.
— Edie Pilar M (@Edie_Pilar_M) October 30, 2018
10) Wendy's - Keeping Fortnite Fresh
When Fortnite, the biggest online game in the world, installed a new expansion called Food Fight, pitting Team Burger against Team Pizza, Wendy's found an opportunity to reach the community of gamers with a message - the evils of frozen beef + Wendy’s never uses frozen beef. They created a digital avatar with red hair and pigtails with a single mission (which happens to look a lot like their logo) - to destroy the freezers storing beef. Her shenanigans were streamed on Twitch where millions watched her destroying the freezers. Users watched more than 1.1 million minutes of the freezer rampage. This was social gaming taken to the next level.
Learn More About DMU's Structured Digital Marketing Training For Corporates
From selecting the right mix of digital channels with the help of frameworks and choosing compelling CTAs for every TG-Channel set to learning the 1:4:12 rule of budgeting + more - the digital marketing training course for corporates helps your team set the right goals and chart the path to meet the goals.