Let’s face it, we live in a world where marketers flash messages at us and try to sell us products at every chance they get. Sometimes we take the bait and other times we just aren’t interested.
Because our reality consists of so many activities, platforms, and people, it’s important for brands to understand just how to communicate with followers in a way that will catch their attention and keep them engaged.
Give the people something to talk about
In an average day most of us will watch TV, listen to the radio, see billboards, go onto our computers or phones or at the very least, see something totally random and think ‘what on earth was that all about…?!’ Call me a naysayer, but so many of us marketers forget this very important fact when we create and dream up big campaign ideas (I am a culprit of this at times). We dream of a super user who is wholly engaged in multiple activities and soaking all the information they see, when in fact we should be feeding into a user’s everyday life and giving them more ‘what on earth was that all about?!’ moments – moments they actually remember and talk about.
Some ‘what on earth was that all about?!’ moments in marketing
I’ve compiled a summary of campaigns and initiatives that consider what the average person’s day is and deliver them a ‘what on earth was that all about?!’ experience with a brand. Some of these might be familiar, but these are campaigns that won’t soon be forgotten.
1. Domino’s Pizza – Fan appreciation – Holdout campaign
We are all familiar with give-aways on Social Media. We reward our fans and followers for being loyal and engaging with us. Dominos took this idea and turned it on its head to reward fans and followers who weren’t so loyal and were ‘holding out’.
The video definitely delivers a ‘what on earth was that all about?!’ moment
2. Tic Tac – Live flash mob stunt
Although flash mobs had become a thing of the past, tic tac took flash mobs to another level and really delivered a ‘what on earth was that all about?!’ moment. The brand organised a massive flash mob that took over an entire block in the city centre and left the unknowing people with an experience not only they could talk about, but one that we’d also enjoy watching.
3. Mini Cooper – Not Normal – Saluting Billboards
When a brand takes time to know who you are and follow you around, it can either be stalkerish or really cool. With Mini, fans were given the chance to retrieve giveaways just because they chose not to be normal by driving a Mini Cooper. The personalised campaign would have definitely had me saying ‘what on earth was that all about?!’
So if there is anything you take out from this article, it should be ‘what on earth was that all about?!’ and how do I get started with doing that for my followers and fans.