Marketing can play this way: 10 big marketing cases that shocked America

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The most sensational marketing is not necessarily the most money-burning, but there must be one of the smartest ideas.

Article | Jennifer Wang

Early on the morning of October 14, 2012, Filix Baum Gartner, a famous Austrian athlete, climbed a helium balloon up to a height of 38600 metres above the edge of the space in Roswell, New Mexico, United States. Then, Baumgart, with a space suit and a parachute, jumped from the altitude near the stratosphere, and the jump took nine minutes, but the most exciting was that the jump was at its highest speed beyond sonic. And Baum Gartner has become the first person to have a history of not relying on mechanical forces to break through the sound of sound through free fall, at a maximum speed of 1.34 million meters per hour, 1.24 times times that of Sonic.

Yet the feat of challenging human limits is not sponsored by NASA and the American Space Exploration Technology Corporation (SpaceX), which is sponsored by Red Bull, an energy drink giant. In fact, the Red Bull's "stratospheric plan" for this extreme jump has taken seven years to Stratos. So what did Red Bull get? The answer is that more than 8 million people have watched the sponsorship live on YouTube, and more than 50 countries have broadcast coverage of the shock of the world, not only that, National Geographic Channel (geographic Channel) and the BBC also made a special joint documentary.

? But in fact, marketing to achieve sensational results do not need to make any changes in the history of the big, most innovative advertising not only in a simple and smart way to attract viewers, consumers, media, and even competitors, but also to change the public impression of a brand. Based on this idea, "entrepreneur" magazine from the start-up companies, large enterprises, and charities to search for some of the most talented marketing strategy, but also consulted some of the industry to explore the reasons for the success of these ads.

1. Bundy: Scanning Band-Aid

Johnson hired New York's renowned JWT advertising company to use augmented reality technology to develop a magic Vision app for Bundy-Band-Aid. By scanning the Band-Aid, the children are able to get intimate contact with the famous animated doll Frog Komi (Kermit) and other doll partners. JWT says people who want to use Bundy can "feel happy, and not just the pain of a bruised scar", they also want to detach the Band-Aid from the impression of "scars" and attract the attention of children and young mothers through a new product image. The company has further upgraded its exposure to the brand through the mobile app application--more than 15 million media reports, with the app rated 4.5/5 on itunes.

Michael Milligan, chief creative officer at New York's Jwalk company, said: "The technology that extends the availability of products to interoperable devices will have great potential." "Jwalk is a marketing agency whose clients include Lacoste and the famous fitness club Equinox. "The app has not only created a new link between the band-aid and the users, but it's also a valuable reference for the entire rehabilitation sector," Milligan said. ”

Experience: the integration of advanced technology into the marketing, will make enterprise products in the market highlight the personality, more attractive to a group of enthusiasts of technology consumers. #p # subtitle #e#

2.Help Remedies: Pharmacy is also fashionable

Help remedies is a well-known first-aid drug manufacturer located in New York, and in today's boring pharmaceutical market, they have launched an interactive web site whatswrongus.com, a colorful Web page, based on Help Remedies's own weekly retail data tracks herpes, nasal congestion, insomnia and other illnesses throughout the United States. In addition, during the November 2012 U.S. election, help remedies into retail entity stores and opened the first fashion-creative pharmacy in Washington, D.C. The entity pharmacies offer services to ease the pain, not just selling painkillers, help remedies and even "love clinics" that guide lovelorn people out of their misery. In the shop, large-screen scrolling shows the causes of herpes, and how to deal with the stages of vomiting, these methods have attracted people stop to watch. More surprisingly, the retail drug store also offers nightly cocktail bar services, which also attracts many customers. "It's a very, very good idea, and I'm personally interested in repackaging and using design and communication techniques to express things in a more compelling way," says Milligan of J walk. ”

Experience: If the enterprise in an interesting and truly helpful service, for the health of customers to bring substantial value, it will certainly impress the customer. #p # subtitle #e#

3.Mellow mushroom: Please let me follow you

Chain restaurant Mellow Mushroom and Atlanta advertising company Fitzgerald + Co developed a series of interesting and exciting video activities-"You follow me, I also follow you." The footage, with a bit of scary background music, shows the real-life scene of the person being photographed, and the video leads to mellow mushroom fans on Twitter. A mascot dressed in mushrooms will sneak up on mellow Mushroom's fans and go around the farmers ' market and the library. The videos have been "praised" by Facebook, and the New York Times has made a lot of headlines.

Ryan Berman San Diego I.d.e.a, the founder and chief creative officer of the company, clients include the Pepsi (Subway), the United Nations Children's Fund (UNICEF) and so on. Berman has a deep understanding of the nature of social media and captures the psychological characteristics of the people involved in social networking-self-concern. Berman said: "Twitter, Facebook, and Instagram, the social media users, subconsciously think of themselves as the star of SNS stage." This type of person may also like to be a giant mushroom dive. ”

Experience: The most effective SNS viral marketing, online and offline can attract people's attention-and let them become active stars. #p # subtitle #e#

4. IKEA: The model room in the subway

Ikea has to prove to consumers that even in the smallest space, its products can decorate the indoor environment exceptionally perfect, in order to attract consumers attention. They moved the model room to a crowded subway platform, a narrow alley, or even an outdoor staircase in Tokyo. One of the most famous is the Paris Metro station a 50 square meters of hardcover apartments, and let 5 volunteers live there for 6 days.

"Like a painting that contains a lot of content, Ikea shows how to use space effectively in today's high-density crowd life," he said. Said Matt Murphy, CEO of Fusion92 company. Fusion92 's partners include Disney and Sony. "Nothing is more attractive to consumers than walking into a real family environment, and Ikea's products give customers the most authentic experience," he said. ”

Experience: The most effective way to prove the value of a company's products is to place it directly where the customer needs it most. It is also the easiest place for businesses to complete deals. #p # subtitle #e#

5.Uber: Experience is kingly

For the past three years, the San Francisco automotive services company Uber has expanded rapidly to 20 cities across the United States. The company deployed a marketing strategy where "customers need where we are, where we appear". In the 2012, Uber launched a number of unusual marketing activities, such as a very personalized ice-cream car, on the U.S. President's Day also launched the Uber Fleet service, users will be the same as the real diplomatic etiquette service experience, such as team meet, VIP security accompanying.

Ryan Graves, vice president of Uber operations, said every marketing campaign wanted to incorporate brand personality into the driving experience. "We want people to talk about driving stories as long as they can mention Uber," he said. We also believe that every interaction between Uber and drivers is an opportunity to transform ordinary users into brand communicators. ”

Experience: give users a product that can boast in a friend.

6. Puma: A "Blood fight" contest

Puma designed an in-store marketing campaign to boost sales of Olympic champion Bolt's shoe-signing shoes. If the customer wants to buy the "fastest sprint training shoe in the world", need to quickly get into the store after a marked time of the shopping ticket, and then go home at the fastest speed and register the purchase online, the faster the customer can enjoy the discount will be greater.

The case is commendable in that Puma has established an effective link between product, celebrity and customer. "Most companies are not successful in acting as sponsors," said Jason Abelkop, head of marketing at buffets, a famous U.S. restaurant chain. They will spend a lot of money on celebrities, but few can help companies get promoted. ”

Rule of thumb: Product sales are set to rise, both to make customers interested in the product and to control the situation. #p # subtitle #e#

7. Indiana Popcorn: An eye-grabbing new invention

The Indiana Popcorn Company sells whole-grain gluten-free popcorn and potato chips. The company and the New York viral marketing agency, Thinkmodo, designed and developed a popcorn "catapult"--popinator. A video detailing how the puffed corn grains were accurately ejected into the mouth of a snack, which was broadcast by the national news Network, received more than 20 million media exposures, which increased the company's website traffic by 2,800% in a week.

"We don't have a lot of marketing budgets, but we're still looking for ways to expand our brand name and to prove the company's creativity by developing physical devices," said Jeff Dworzanski, the company's marketing director. Popinator shows a different way to the snack industry. ”

Experience: Let the public talk about your products, and constantly explore product ideas, will bring additional potential revenue stream to the enterprise. #p # subtitle #e#

8. Uniqlo: Hit the United States

While Uniqlo, a trendy clothing retailer in Japan, is well known in most countries, 2 in the United States, the brand is not known to most people. Since last year, Uniqlo has started expanding its marketing in the United States, opening new stores in San Francisco and NJ and opening 3 stores in the busiest Manhattan. San Francisco's flagship store was also set up to support a blitz advertising campaign, including a soft spaceship with Uniqlo logos, and a popular web-Maru cat, which has watched YouTube for nearly 160 million times.

Uniqlo is also constantly nurturing local shopping interests, in the 2012 brand exhibition launched an online marketing campaign, the United States every city of the local celebrity portrait printed on clothing, such as rugby 49 legendary four Montana Joe, entrepreneurial celebrity Brit Morin, Ballet chief dancer Benjamin Millepied and popular fashion blogger Leandra Medine more. Jean Shein, head of marketing at Uniqlo, said: "This kind of marketing campaign will achieve two effects." On the one hand, to increase sales of specific goods, on the other hand, fashion capital New York to recognize the brand. ”

Experience: Make the product personalized, and for the specific market to develop exclusive marketing strategy; the worst strategy is "mindless shooting" marketing to the mass market. #p # subtitle #e#

9. Samsung: Front PK Apple

Last summer, Samsung unveiled its latest Galaxy S III smartphone, which it faced head-on with its biggest rival, Apple. Samsung's response to Apple's iphone 5 is smart, with Samsung handsets advertised on television, outdoors, the Internet and print. In addition, Samsung is mocking Apple's lack of access to people queuing up in front of a retail store (a customer lining up to buy an iphone 5 said: "What I'm saying is that Apple should give priority to Apple fans who have ranked five times." Samsung also points out that Apple is overreacting to the so-called "new" features of the iphone (some users complain that "the iphone's headphone sockets should be designed at the bottom of the phone").

Samsung has also hinted that Apple may be too big to make creative advertising, but at the same time Samsung has vividly reflected the powerful features of its latest Galaxy S III phone.

John Ellett is co-founder and CEO of Texas Austin's digital marketing agency NFusion Group, and a promoter of the Corporate Marketing Officer manifesto (The CMO Manifesto). Ellett said the Samsung series of marketing methods was impressive because they dared to challenge a popular brand, and Samsung did succeed. Now, many of Apple's die-hard fans may pause to consider Samsung's smartphone. Ellett said: "Samsung uses a lot of marketing techniques, including humorous expressions, and storytelling methods, which effectively emphasize the difference between Samsung smartphones and make consumers feel ' maybe Samsung is also a good choice '." In fact, in the three quarter of 2012, Galaxy S III was the world's best-selling smartphone.

Experience: Don't be afraid to face competition-even if your opponents are industry giants. #p # subtitle #e#

10.Oroverde: Let "tree" go to the street to collect money

Oroverde is a German Rainforest conservation Foundation, and the famous Austrian-American advertising Frankfurt Branch established the "Tree Donation Formation" project. The project planted a row of small trees numbered in the crowded streets of the city, the trees were then disguised as homeless beggars, the trees hung with begging money cans, and fingers made of twigs grabbed a piece of cardboard that said, "Please donate for my family in the rainforest."

This low cost public welfare project solves two common problems in charitable fundraising: one is that the project does not need to recruit volunteers, and the other is to solicit donations from passers-by in a clever and enjoyable way.

NFusion's CEO, Ellett, said the project's "extremely simple idea" had attracted many pedestrians to stop because of the contrast between the tree donation formations and the urban environment. "It is because of this huge contrast that people are interested in it and are willing to open 0 wallets for them," Ellett said. ”

Experience: The development of a fascinating image of the marketing campaign will attract public attention, the marketing effect has been successful half. Translation | Kai Shan