On the morning of 201210 June 14, felix baumgartner, a famous Austrian extreme athlete, took a helium balloon and rose to an altitude of 38,600 meters above Roswell, New Mexico, close to the edge of space. Then, baumgart only relied on a suit and a parachute to jump from a height close to the stratosphere. The whole jump took nine minutes, but the most exciting thing is that the maximum speed of this jump has exceeded the speed of sound. Baumgartner has also become the first person in history to break through the speed of sound without relying on mechanical external force, with a top speed of 1.34 million meters, which is 24 times that of the speed of sound.
However, this feat of challenging human limits was not sponsored by NASA and Space Exploration Technology, but by energy drink giant Red Bull. In fact, Red Bull's Stratos took seven years for this extreme jump. So, what did Red Bull gain? The answer is that more than 8 million people watched the live broadcast of the sponsorship event on YouTube, and more than 50 countries reported the jump that shocked the world. Not only that, the National Geographic Channel and the British BBC jointly produced a special documentary for it.
? But in fact, there is no need to make any big moves to change history in order to achieve a sensational effect in marketing. The most innovative advertisements can not only attract audiences, consumers, media and even competitors in a simple and intelligent way, but also change the public's impression of a brand. Based on this concept, Entrepreneur magazine searched for some of the most talented marketing strategies from startups, large enterprises and charities, and also consulted some insiders to explore the reasons for the success of these advertisements.
1. Band-aid: scan the band-aid.
Johnson & Johnson hired JWT, a well-known advertising company in new york, to develop a magic band-aid App for band-aid by using augmented reality technology. When children scan the band-aid, they can get in close contact with Kermit, a famous animated doll, and other doll partners. JWT said that they hope that people who use the band-aid can "feel happy, not just the pain caused by stumbling". In addition, they also hope to separate the band-aid from the impression of "scar" and attract the attention of children and young mothers through a brand-new product image. Through the development of this mobile App, Johnson & Johnson further enhanced the brand's exposure-media reports exceeded150,000 times, and the rating of this app on iTunes was 4.5/5 stars.
Michael Milligan, chief creative officer of JWalk Company in new york, said: "There will be great potential to extend the usability of products to the technology of interactive devices." JWalk is a marketing organization, and its clients include Lacoste and Equinox, a famous fitness club. Milligan also said: "This application not only establishes a new connection between Band-Aid Band-Aid and users, but also has great reference value for the whole rehabilitation field."
Experience: Integrating advanced technology into marketing will make enterprise products stand out in the market and attract a group of consumers who are keen on technology.
2. Help remedy: pharmacies are also very fashionable.
Help Remedies is a famous manufacturer of emergency medicine in new york. In today's boring medical market, they found another way and launched the interactive website whatswrongus.com. On the colorful website pages, according to the weekly retail data of Help Remedies, they will track herpes, stuffy nose, insomnia and other diseases all over the United States. In addition, during the American election in October, 20 12 165438 10, Help Remedies entered the retail store and opened the first fashion and creative drugstore in Washington, D.C. ... Physical pharmacies provide services to relieve all kinds of pains, not only selling painkillers, but also helping folk remedies and even a "love clinic" to guide lovelorn people. The big screen in the store scrolls to show several major causes of herpes and how to deal with staged vomiting. These means attracted people to stop and watch. What is even more surprising is that this retail pharmacy also provides cocktail bar service at night, which also attracts many customers. Milligan of J Walk said, "This is a very, very good idea. I am also keen on repackaging, using design and communication technology to express things in a more attractive way. "
Experience: If an enterprise brings substantial value to customers' health in an interesting and really helpful service way, it will definitely leave a deep impression on customers.
3. Sweet mushroom: Please let me follow you.
The chain restaurant Mellow Mushroom and Atlanta advertising company Fitzgerald+CO jointly developed a series of interesting and exciting video activities-"You follow me, I will follow you". These secretly followed shots, accompanied by a little scary background music, show the real life scenes of the subjects, and the video protagonist follows the fans of Mellow Mushroom on Twitter. A mascot wearing a mushroom costume will secretly follow the ripe mushroom fans to visit farmers' markets, libraries and other places. These videos got a lot of "likes" on Facebook, and The New York Times also reported a lot about them.
Ryan Berman is the founder and chief creative officer of an i.d.e.a company in San Diego. His clients include Subway and UNICEF. Berman has a deep understanding of the nature of social media and grasps the psychological characteristics of people who participate in social networks-self-concern. Berman said: "Users on social media such as Twitter, Facebook and Instagram subconsciously think they are the stars on the SNS stage. Such people may also like to be followed by an oversized mushroom. "
Experience: The most effective SNS viral marketing is to attract people's attention online and offline-to make them the stars in the activities.
4. IKEA: a model room in the subway
Ikea wants to prove to consumers that its products can perfectly decorate the indoor environment even in the smallest space, thus attracting consumers' attention. So they moved the model room to crowded subway platforms, narrow hutongs and even under the outdoor stairs in Tokyo. One of the most famous is a 50-square-meter hardcover apartment in Paris subway station, where five volunteers lived for six days.
"Like a painting with rich connotations, in today's high-density crowd life circle, IKEA shows how to make effective use of space." Matt Murphy, CEO of Fusion92, said. Partners of Fusion92 include Disney and Sony. "Nothing attracts consumers more than walking into a real family environment. IKEA products bring customers the most authentic experience. "
Experience: The most effective way to prove the value of a company's products is to put the products directly where customers need them most. Similarly, for merchants, this is also the easiest place to complete the transaction.
5. Uber: Experience is king.
In the past three years, Uber, a car service company in San Francisco, has rapidly expanded to 20 cities in the United States. The company has deployed the marketing strategy of "where customers need it, we will be there". In 20 12, Uber launched many unusual marketing activities, such as a very personalized ice cream truck; Uber motorcade service is also launched on President's Day, and users will get exactly the same service experience as real diplomatic etiquette, such as motorcade greeting and VIP security escort.
Ryan Graves, vice president of Uber operations, said that every marketing campaign wants to integrate brand personality into the driving experience. He said: "We want people to talk about stories about driving, as long as Uber can be mentioned by the way. We also believe that every interaction between Uber and drivers is an opportunity to turn ordinary users into brand communicators. "
Experience: Give users a product experience that can be boasted among friends.
6. Puma: Have a "shopping" contest.
Puma designed an in-store marketing campaign to increase the sales of Olympic champion Bolt's signature running shoes. If customers want to buy this pair of "the fastest sprint training shoes in the world", they need to grab a shopping receipt marked with time quickly after entering the store, then go home as soon as possible and register this purchase online; The faster the speed, the greater the discount customers can enjoy.
What is commendable in this case is that Puma has established an effective relationship among products, celebrity effects and customers. Jason Abelkop, head of the marketing department of Buffets, a famous American restaurant chain, said: "Usually, most companies are not successful in playing the role of sponsors. They spend a lot of money on celebrities, but rarely help the company get promoted. "
Experience: If we can make customers interested in products and control the situation, the sales of products will definitely increase.
7. Indiana popcorn: an eye-catching new invention
Indiana Popcorn Company sells whole wheat gluten-free popcorn and potato chips. The company cooperated with Thinkmodo, a virus marketing organization in new york, to design and develop a popcorn "ejector"-Popinator. A video describes in detail how it accurately sprays puffed corn kernels into the mouths of people who eat snacks. After the video was broadcast on the US National News Network, it received more than 20 million media exposures, which made the company's website visits increase by 2,800% in one week.
Jeff Dworzanski, head of the company's marketing department, said: "We don't have much marketing budget, but we are still looking for ways to expand brand awareness and prove the company's creativity by developing physical equipment. Popinator shows a different path for the snack industry. "
Experience: Let the public talk about your products and constantly explore product ideas, which will bring additional potential revenue streams to enterprises.
8. Uniqlo: Entering the United States
Uniqlo, a Japanese fashion clothing retail store, is well-known in most countries, but it is not known to most people in the United States. Since last year, Uniqlo began to expand its marketing in the United States, not only opening new stores in San Francisco and New Jersey, but also opening three stores in the most prosperous Manhattan. When the flagship store in San Francisco opened, it was also equipped with lightning advertising activities, including a soft spaceship with the logo of Uniqlo, and a cute cat Maru (watched by YouTube for nearly 65.438+0.6 billion times) who came to the store to help out.
Uniqlo has also continuously cultivated local shopping interests, and launched online marketing activities at the 20 12 brand exhibition, printing the heads of local celebrities in cities all over the United States, such as golden joe, legendary quarterback of the 49ers, Britt Moran, an entrepreneur celebrity, Benjamin Millepied, the chief dancer of the ballet company, and Leandra Maidin, a fashion blogger. Jean Shein, head of marketing department of Uniqlo, said: "This marketing activity will achieve two effects. On the one hand, increase the sales of specific commodities; On the other hand, new york, the capital of fashion, has re-recognized this brand. "
Experience: make products full of personality and formulate exclusive marketing strategies for specific markets; The worst strategy is to "shoot blindly" the mass market.
9. Samsung: Positive PK Apple
Last summer, Samsung launched the latest Galaxy S III smartphone and used it against its biggest competitor, Apple. For Apple's iPhone 5, Samsung's counterattack is very smart. Advertisements for Samsung mobile phones are everywhere on TV, outdoors, on the Internet and in printed matter. In addition, Samsung also satirized Apple's inaction for people who lined up in front of retail stores (a customer who queued to buy iPhone 5 said: "What I want to say is that Apple should give priority to Apple fans who queued for five times." ); Secondly, Samsung also pointed out that Apple was suspected of over-promoting the so-called "new" features of the iPhone (some users complained that "the headphone jack of the iPhone should be designed at the bottom of the phone").
Samsung also hinted that Apple may be too big to make creative advertisements; But at the same time, Samsung also fully demonstrated the powerful functions of its latest Galaxy S III mobile phone.
John Ellett is the co-founder and CEO of nFusion Group, a digital marketing agency in Austin, Texas, and the initiator of the CMO Declaration. Ellett said that Samsung's marketing methods are really impressive, because they dare to challenge a brand that is loved by the public, and Samsung has indeed succeeded. Now, many die-hard Apple fans may also stop thinking about Samsung-branded smartphones. Ellett said: "Samsung used many marketing techniques, including humorous expressions and storytelling methods, which effectively emphasized the uniqueness of Samsung smartphones and made consumers feel that' maybe Samsung is also a good choice'." In fact, in the third quarter of 20 12, Galaxy S III was the best-selling smartphone in the world.
Rule of thumb: don't be afraid to face competition-even if the opponent is an industry giant.
10.Oroverde: Let the "tree" take to the streets to raise money.
The German Tropical Rainforest Protection Foundation Oroverde cooperated with the famous Ogilvy Advertising Frankfurt Branch to establish the "Tree Donation Formation" project. The project planted a row of small trees in the crowded streets of the city according to their numbers, then dressed them as homeless beggars with money pots hanging on them, and grabbed a cardboard with fingers made of twigs, which read "Please donate money for my family in the rainforest".
This low-cost public welfare project solves two major problems of charitable fundraising: First, the project does not need to recruit volunteers; The second is to rely on passers-by to raise donations in a clever and pleasant way.
Ellett, CEO of nFusion, said that the "extremely simple creativity" of the project attracted many pedestrians to stop because these tree donation formations formed a huge contrast with the urban environment. Ellet said: "It is because of this huge contrast that people are interested in it and are willing to open their wallets."
Experience: Making an attractive marketing campaign will attract public attention, and the marketing effect will be more than half successful.