Most often of not, it is not easy to have the immediate amount of engagement or the mechanism to trigger your consumer for an action. But, there are a lot of ways we can achieve so depending on the kind of promotion or the product that we are selling. In this case, music being an integral part of our lives is a good boost to trigger music fans for an action. Billboard Magazine wants to reward real music fans. They created a magazine dispenser machine that would instantly reward you with a free magazine. All you need to do is to prove that you are a fan of the artist on the cover of the magazine. How do you prove your devotion then? All you really need to do is to plug your phone to the machine. You don’t even need an app. The machine scans your library and almost instantly decides if you have at least 20 tracks of the artist on your phone. Then you either walk away with a free magazine or empty handed.
Let me guess. Is this one of those provocative ads for your local bush trimming salons or some overrated condom ad? Apparently not. Julyna (Canadian Cancer Society) had created this rather loud campaign to garner public awareness about cervical cancer. Together with Cossette, Toronto, they came up with these ads encouraging women to take on a different style to their pubic hairstyle in an effort to raise money for cervical cancer and HPV research. The accompanying message: “What’s your style? Show your support and join the fight against cervical cancer'”. While I must agree that controversial messaging sparks debate, it is vital not to overdo it. This in my opinion, appears to be “too forceful”. What do you think?
There has been quite a bit of hype on the royal baby of Prince William and Duchess Kate Middleton. Paddy Power, an online gambling company, took this opportunity to create a guerilla activation effort to boost their brand awareness as well as encouraging people to bet on the hair color of the royal baby. A rather amusing way of gambling yet very provocative. I am quite sure this is bound to spark controversy and fuel conversations. Very bold and daring approach to create the media tension. Now, imagine this, they had four grown men all decked to look like ugly-looking babies and having them parade all around town! They appeared in the London Tube as well as make appearances in the public. Not forgetting Buckingham Palace of course. If your idea has the potential to garner media attention, then it has definitely spread it’s worth your audiences as well.
A truly brilliant idea by Nike to have soccer fields marked by laser beams and projecting it onto the streets of Spain. I particularly love how Nike is taking the game to the streets. It creates a stronger brand presence. Nike had a specially designed van and crane which would help to project the laser soccer court. And the best thing is, you can send your request for their projection through the use of your smartphones. This is definitely an amazing idea as it not only combines the love of the sport with Nike branding, it is also keeps people entertained.
Are you proud of being a Canadian? Well, you should be! After seeing this interesting work by advertising agency, Rethink, Canada, it sure does feel good to be a Canadian! What they did was to build a beer fridge filled with Molson Canadian and have it move across Europe. It garner a lot of attention from passer bys and many seek ways to open this fridge. It stood still and tight. Your only key to release your treasure is none other than a Canadian passport. It is not frequent that an opportunity like this come by where you are handed a really interesting product to be marketed using such guerilla tactics. However, whenever possible, as creatives we should aim to always add that surprise element into the work we produce. Guerilla advertising is a really good way to create hype, engagement and social attention with limited marketing budgets. Well, everyone had fun isn’t it?