Big names, branded merchandise, action figures and A-listers spread across TV, print, and perhaps even the drive-through window at a local fast food restaurant.
But what about online? Below are two brands that implemented targeted and integrated digital strategies, using social media, mobile advertising, search engine marketing and online video.
TOY STORY 3 Promotion. To launch the third installment of their successful Toy Story franchise, Pixar used a combination of online channels to encourage viral sharing and ultimately produce big numbers at the box office. They utilized promoted trending topics on Twitter.com/Disney Pixar and Google video ads featuring the movie trailer which linked to the movie’s facebook page. Customers were also invited to purchase tickets directly through custom applications on mobile and social media platforms.
OLD SPICE Commercial. A non-traditional summer blockbuster has been the re-emergence of Old Spice and the “Old Spice Guy”, Isaiah Mustafa. This campaign illustrates the perfect mix of humor and seasonal messaging in a targeted online video experiment, resulting in tremendous viral awareness. Old Spice capitalized on the campaign’s popularity by filming real time video responses to questions and comments posted on facebook, YouTube and Twitter.
Blockbuster Marketing Lessons You Can Apply Today:
1. Make it easy to view and share your content online.Pixar’s multichannel approach placed movie trailers within search ads on Google, promoted tweets, and facebook creating a large footprint reaching their target audience in relevant places online. Old Spice utilized YouTube as their video platform to leverage the many sharing options and widespread familiarity of the site to make it easy for viewers to share each video.
2. Have a call-to-action. Pixar’s ticketing facebook application was the perfect opportunity to test whether facebook users would engage in purchase behavior when prompted and presented with a unique and well-executed call-to-action. Old Spice’s call-to-action invited consumers to submit questions to the “Old Spice Guy” via twitter resulting in recorded responses being published via YouTube, fueling further sharing and brand engagement.
3. Match your message to the online medium. Old Spice considered the benefits that social networking provided and capitalized on them to engage customers and create brand loyalty in a whole new way. Their online content, messaging, and calls-to-action were unique and effective; while avoiding the common mistake of simply re-purposing tradtionial creative.
But what about online? Below are two brands that implemented targeted and integrated digital strategies, using social media, mobile advertising, search engine marketing and online video.
TOY STORY 3 Promotion. To launch the third installment of their successful Toy Story franchise, Pixar used a combination of online channels to encourage viral sharing and ultimately produce big numbers at the box office. They utilized promoted trending topics on Twitter.com/Disney Pixar and Google video ads featuring the movie trailer which linked to the movie’s facebook page. Customers were also invited to purchase tickets directly through custom applications on mobile and social media platforms.
OLD SPICE Commercial. A non-traditional summer blockbuster has been the re-emergence of Old Spice and the “Old Spice Guy”, Isaiah Mustafa. This campaign illustrates the perfect mix of humor and seasonal messaging in a targeted online video experiment, resulting in tremendous viral awareness. Old Spice capitalized on the campaign’s popularity by filming real time video responses to questions and comments posted on facebook, YouTube and Twitter.
Blockbuster Marketing Lessons You Can Apply Today:
1. Make it easy to view and share your content online.Pixar’s multichannel approach placed movie trailers within search ads on Google, promoted tweets, and facebook creating a large footprint reaching their target audience in relevant places online. Old Spice utilized YouTube as their video platform to leverage the many sharing options and widespread familiarity of the site to make it easy for viewers to share each video.
2. Have a call-to-action. Pixar’s ticketing facebook application was the perfect opportunity to test whether facebook users would engage in purchase behavior when prompted and presented with a unique and well-executed call-to-action. Old Spice’s call-to-action invited consumers to submit questions to the “Old Spice Guy” via twitter resulting in recorded responses being published via YouTube, fueling further sharing and brand engagement.
3. Match your message to the online medium. Old Spice considered the benefits that social networking provided and capitalized on them to engage customers and create brand loyalty in a whole new way. Their online content, messaging, and calls-to-action were unique and effective; while avoiding the common mistake of simply re-purposing tradtionial creative.
0 comments:
Post a Comment