For marketers, creating a campaign can sometimes feel like searching for a needle in a haystack. How do you stand out when a single individual sees up to 5,000 ads a day?
Across the world, this concern has led to some innovative and creative marketing strategy examples.
Feeling lost? A bit underwhelmed about your campaign? Take a look at these eight creative marketing strategies for inspiration.
Creative Marketing Strategy Examples
Whether it’s in Canada or across the pond, marketing agencies have created some unusual and unique ideas to gain attention.
1. Google’s Pop-Up Donut Shops
Last year across the US, citizens began noticing some strange shops popping up in their cities.
With the creation of the Google Home Mini, a smart speaker about the size of a donut, Google created donut shops around the US. Visitors entered, rang a bell, asked the Google Home Mini a question, and received a box from a conveyor belt.
Inside the box, they would be given either a free donut or a Google Home Mini. The action caught worldwide attention and was splashed across the international news.
2. Anthon Berg’s Generous Store
In a similar manner, another pop-up store gained national attention back in 2012. In Copenhagen, Anthon Berg’s Generous Store opened for a single day. During that day, customers could purchase chocolate for good deeds.
Users would select a good deed for their chocolate, then post the deed on social media as “payment” at a later date.
The campaign reiterated core company values and reconnected their brand with the idea of generosity.
3. Verizon’s Augmented Reality Treasure Hunt
Who doesn’t love a treasure hunt?
Although technology has been used many times in the past to bolster a campaign, Verizon took marketing a step further with this promotion.
Utilizing the same method that made Pokemon Go so popular, Verizon reached out to thousands of customers through cells. Customers in participating cities in America could scan a code that would provide a series of clues. The clues would lead to the ultimate “treasure”: an iPhone 8.
Or at least the sweepstakes for one…
4. Coca-Cola’s Small World Machines
Across the globe, Coca-Cola impressed us again with its marketing prowess, this time in a new use of vending machines.
Relations between India and Pakistan have never been overly positive, but in keeping with one of its core messages, Coca-Cola managed to bring citizens from these two nations together to share in small bits of happiness. Vending machines equipped with state of the art webcams were integrated into malls in each nation.
In order to get a free drink, users had to connect with participants from the other country. A Pakistani citizen would approach the machine and see whoever was on the “other side” in India. The machine would ask them to join hands, trace together or complete other tasks.
The reward was a fresh drink.
For years, Coca-Cola has been famous for its efforts at joining communities, which sometimes resulted in campaigns that reached across nations and ethnicities. In holding true to that company value — and their brand of happiness — they continue to gain attention through their marketing endeavours.
5. Game of Thrones’ Dragon Shadow
Consistency is the key to successful branding and marketing. It fosters brand recognition and illustrates stability, a promise that the company is maintaining its efforts on what it has demonstrated before. Humans learn to associate images with specific emotions, and you want yours to be positive.
Utilizing this idea to their advantage, the marketing specialists for Game of Thrones decided to spread their image in a place where many would see it: The New York Times newspaper. When readers opened up their typical morning paper in February of 2013, they were met with a sprawling dragon shadow that tinted parts of their articles a light grey.
A few days later, the silhouette appeared again, this time on the side of a building. Within days, you could find images of the silhouette all across the internet.
Not only did the marketing team maintain a consistent image throughout this campaign, but they also utilized integrated marketing communications to its fullest extent, reaching large audiences across different channels and letting them spread the word further.
6. Octopus Creative Inc.’s Co-Op
How do you persuade owners in two Co-ops to vote for an amalgamation with the other? By creating a slamming slogan that’s simple, effective and–as the folks at Octopus Creative put it–sexy. The campaign slogan was dubbed “Better Together.”
Using simplicity and positive connotations, the slogan was effective. And with interactive advertising that reached a trading area of more than 280 kilometres, it was ultimately successful. Both Co-ops had over 90% of voting owners agreeing to the amalgamation.
Talk about success!
7. Poo Pourri
It’s exactly what it sounds like, and the Poo Pourri marketing campaign is an excellent example of video and humour used correctly. Without the restrictions of television-based advertising, this marketing campaign was free to run wild on YouTube and social media, and the crass, all-too-true humour it utilized about feces and its associated smell went viral.
This promotion also had a specific target audience (young women who “don’t poop”), but it appealed to a cultural norm known throughout the world. Further, it offered a solution for an issue everyone experiences. As a result, people were all too happy to share the videos and product with others.
Talk about bringing something refreshingly new to the table – or, perhaps, the toilet.
8. Half.com, Oregon
One of the most unique twists on marketing we’ve ever seen comes from Half.com. Half.com put itself on the map – literally. In 1999, Halfway, Oregon announced it would be changing its town name to Half.com, Oregon.
With an effort to make itself heard, the startup company offered a package deal to the town to foster its economy. In return, Half.com became the first ever dot.com city in US history.
Bringing Creativity to the Forefront
From viral videos about poop to pop-up stores everywhere, creative marketing strategy examples that work aren’t difficult to find.
Are you inspired yet? You should be. After all, each one of these campaigns began with someone who was ready to be bold and innovative, someone just like you.
If you’re ready to take a dip into otherworldy marketing, read our article about interactive content. You’ve gotten the inspiration; now, it’s time to spark your ambition to create a marketing campaign the world will never forget.