In the world of marketing, sometimes it pays to be a little... unconventional. Let's take a quick journey into the land of quirky, shareable marketing strategies that can work wonders for your brand.
Meet the Mascots
In marketing, being unconventional doesn’t mean being unprofessional. It’s about standing out, taking risks, and creating something that clicks with your audience. So, if you’re ready to make some marketing magic, let’s step out of the ordinary and dive into the exciting world of the unexpected.
M&M's Characters: The colorful M&M's characters, each with their unique personalities, have been a staple of the brand's advertising for years. These characters have become easily recognizable and contribute to the brand's fun and playful image.
- Geico's Gecko: Geico's talking gecko has become an iconic figure in advertising. Despite being an unconventional choice for an insurance company, the gecko's charming personality and witty banter have made it a beloved mascot.
- KFC's Colonel Sanders: Colonel Sanders, the founder of KFC, has been resurrected as a comical and endearing character in their marketing campaigns. This unconventional approach adds a quirky touch to the brand.
- Dos Equis' "The Most Interesting Man in the World": This character, known for his adventurous lifestyle and witty one-liners, became a cultural phenomenon. It's an example of how a memorable character can elevate a brand's image.
- Jack in the Box's Jack: Jack, the mascot of this fast-food chain, is a human-sized, round-headed figure with a quirky sense of humor. He adds a distinct and memorable element to Jack in the Box's marketing.
Sneak up with Guerrilla Marketing
Beyond run-of-the-mill advertisements lies the realm of guerrilla marketing – a realm of delightful surprises. This approach involves thinking outside the box and using unconventional tactics to create a buzz. Picture flash mobs, captivating street art, or audacious PR stunts. Recall the ‘meteorite’ crash? That was guerrilla marketing at its finest – unexpected, audacious, and eminently shareable. These campaigns often go viral, creating a level of engagement that traditional advertising struggles to achieve
Red Bull's Stratos Space Jump:
Red Bull's sponsorship of Felix Baumgartner's record-breaking space jump captured global attention. This audacious stunt not only showcased extreme sports but also solidified Red Bull's image as a brand associated with daring feats.
IKEA's "Everyday Fabulous" Bus Stop: IKEA transformed a bus stop in London into a luxurious living room, surprising and delighting commuters. This guerrilla marketing tactic showcased IKEA's products in an unexpected setting.
The Dark Knight's "Why So Serious?" Campaign: The marketing campaign for the movie "The Dark Knight" involved sending out Joker playing cards to various media outlets, creating intrigue and buzz around the film.
T-Mobile's Royal Wedding: T-Mobile created a flash mob dance at the Royal Wedding in 2011, turning a formal event into a fun and memorable spectacle. This guerrilla marketing stunt garnered widespread attention.
Google's "Parisian Love" Super Bowl Ad: This ad, which showcased a love story through Google searches, was a subtle yet powerful example of guerrilla marketing. It resonated with viewers by highlighting the emotional impact of their product.
Complaints? Turn Them Around!
Complaints can rapidly gain momentum online, but savvy brands possess a secret weapon. Have you ever witnessed Wendy’s razor-sharp Twitter comebacks? They transformed complaints into monumental victories. By addressing complaints with humor and authenticity, Wendy’s not only diffused potentially negative situations but also garnered a loyal fan base who admired the brand’s wit and responsiveness.
Oreo's Super Bowl Blackout Tweet:
During a power outage at the Super Bowl, Oreo quickly tweeted a clever ad with the caption "You can still dunk in the dark." This timely response to an unexpected event garnered widespread praise and attention.
JetBlue's "Retweet Challenge": JetBlue turned negative tweets about flight delays into a social media challenge. They promised to reduce the fares if the tweet received a certain number of retweets. This not only diffused complaints but also turned them into a positive engagement opportunity.
Netflix's "Sorry for the Inconvenience" Letter: After a temporary service outage, Netflix sent a humorous apology letter to its subscribers, acknowledging the inconvenience and providing a lighthearted explanation. This gesture was well-received and demonstrated their commitment to customer satisfaction.
Delta Airlines' "Hug a Pilot" Video: Delta responded to a complaint from a young boy who wanted to meet a pilot by creating a heartwarming video where pilots invited the boy to meet them. This turned a potential negative experience into a memorable and touching moment.
Tesco's Response to a Child's Letter: When a young girl wrote to Tesco asking why "Action Man" wasn't featured in their toy catalog, Tesco responded with a personalized letter, explaining the toy's absence in a playful and engaging manner. This turned a potential disappointment into a positive interaction.
Let Fans Lead the Way
Envision your customers taking the spotlight. Campaigns like Coca-Cola’s “Share a Coke” or Apple’s “Shot on iPhone” put the power in the hands of fans. “Share a Coke” personalized the soda cans with popular names, creating a sense of ownership and personal connection. This not only encouraged consumers to share their experiences but also generated user-generated content, turning customers into brand advocates. It’s akin to word-of-mouth on overdrive.
LEGO Ideas Platform: LEGO allows fans to submit their own designs for potential LEGO sets. If a design receives enough support, it may be turned into an official LEGO set, giving fans a direct hand in shaping the product line.
Lay's "Do Us a Flavor" Campaign: Lay's invited consumers to create and submit their own unique potato chip flavors. The winning flavors were then produced and sold, creating a sense of ownership and engagement among customers.
Doritos' "Crash the Super Bowl" Contest: Doritos encouraged fans to create their own Super Bowl commercials for a chance to have it aired during the game. This not only engaged the brand's fanbase but also generated a buzz around the contest.
Starbucks' White Cup Contest: Starbucks invited customers to decorate their white cups and submit photos of their designs. The winning designs were then turned into limited-edition reusable cups, showcasing customer creativity.
LEGO's "Rebuild the World" Campaign: LEGO encouraged children to build imaginative creations and share them on social media with the hashtag #RebuildTheWorld. This campaign celebrated creativity and showcased the endless possibilities of LEGO bricks.
Get Interactive!
Imagine an Instagram story where you dictate the narrative. Or a virtual treasure hunt culminating in a product launch. Interactive marketing isn’t merely enjoyable – it’s extraordinarily shareable and immersive. Brands like Nike have embraced interactive experiences with their AR-enabled app that allows customers to try on shoes virtually. Such initiatives not only engage customers but also provide a memorable and shareable experience that enhances brand loyalty.
IKEA's "Place" App: IKEA's augmented reality app allows customers to virtually place furniture in their own homes before making a purchase. This interactive experience enhances the shopping process and provides a practical benefit to customers.
Burger King's "Whopper Sacrifice" Facebook App: Burger King's app encouraged users to unfriend 10 people on Facebook in exchange for a free Whopper. This interactive campaign garnered attention and sparked discussions about social media connections.
Heineken's "Departure Roulette": Heineken set up an interactive billboard at JFK Airport, offering travelers a chance to change their destination on a whim. This unexpected and interactive experience created a buzz and showcased Heineken's adventurous spirit.
McDonald's Happy Goggles: McDonald's in Sweden turned Happy Meal boxes into virtual reality headsets, allowing customers to have an interactive VR experience. This innovative approach combined fast food with cutting-edge technology.
Bud Light's "Up for Whatever" Campaign: Bud Light created unexpected experiences for customers, such as transforming a town into a giant Pac-Man game. These interactive events encouraged social sharing and generated excitement around the brand.
Be Real, Be You
Authenticity is the ultimate power move. Brands like Ben & Jerry’s and Patagonia unapologetically showcase their values. Ben & Jerry’s commitment to social and environmental causes isn’t just a marketing ploy – it’s a fundamental part of their identity. It’s a daring move, but in a world yearning for genuineness, it’s a triumphant one. Consumers appreciate brands that stand for something beyond profits, and this authenticity fosters trust and loyalty.
Chobani's "How Matters" Campaign: Chobani focused on the quality and integrity of their ingredients, emphasizing that "how" they make their products matters. This commitment to transparency and authenticity set them apart in the competitive yogurt market.
Dove's "Real Beauty" Campaign: Dove's campaign challenged conventional beauty standards by featuring real women of various shapes, sizes, and backgrounds in their advertisements. This authentic approach resonated with consumers and sparked important conversations about body positivity.
Airbnb's "We Accept" Super Bowl Ad: Airbnb's Super Bowl ad emphasized their commitment to inclusivity and acceptance. By showcasing a diverse array of faces, Airbnb conveyed a powerful message of openness and authenticity.
Warby Parker's "Buy a Pair, Give a Pair" Initiative: Warby Parker's mission to provide affordable eyewear to those in need is a core part of their brand identity. This authentic commitment to social responsibility resonates with consumers who value ethical business practices.
TOMS' "One for One" Model: TOMS' promise to donate a pair of shoes for every pair purchased has been a defining feature of their brand. This commitment to giving back authentically aligns with their mission and has garnered a strong following of socially-conscious consumers.
Ride the Meme Wave
Remember the Ice Bucket Challenge? Or the “Distracted Boyfriend” meme? Harnessing the force of internet humor and trends can thrust your brand into the limelight. This requires a keen understanding of pop culture and an ability to seamlessly integrate your brand into the conversation. When done right, meme marketing can lead to viral success and immense brand exposure.
Old Spice's "The Man Your Man Could Smell Like": Old Spice's humorous and surreal ad campaign featuring the "Old Spice Guy" became a meme sensation. The absurdity of the commercials and memorable catchphrases made them widely shared and parodied.
Denny's Tumblr Presence: Denny's Tumblr account gained popularity for its quirky and surreal posts, often filled with internet humor and memes. This unexpected approach to social media engagement helped Denny's connect with a younger, online-savvy audience.
Arby's "We Have The Meats" and Niche Culture References: Arby's Twitter account gained attention for its clever and often geeky references to video games, movies, and pop culture. This unexpected approach allowed Arby's to connect with a diverse range of audiences.
Wendy's Twitter Roasts: Wendy's gained a reputation for its sassy and witty responses on Twitter, often engaging in friendly banter and humorous roasts with followers and competitors. This approach set Wendy's apart in the fast-food social media landscape.
BarkBox's "This is Fine" Meme Advertisement: BarkBox created an ad parodying the popular "This is Fine" meme, featuring a dog in a room engulfed in flames. The humorous take on a well-known meme resonated with dog owners and garnered attention for the brand.
Conclusion
In marketing, being unconventional doesn’t mean being unprofessional. It’s about standing out, taking risks, and creating something that clicks with your audience. So, if you’re ready to make some marketing magic, let’s step out of the ordinary and dive into the exciting world of the unexpected.
