DOCSLIB.ORG

Hijacking Unveiled Guerrilla Marketing Hacks

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Hijacking Unveiled Guerrilla Marketing Hacks Guerrilla Hacks hijacking unveiled Guerrilla Marketing Hacks 6 different types of trend hijacking explained Every few years (5, to be precise), something massive happens in the cricket world - the ICC Cricket World Cup. Big budgets, crazy marketing campaigns, and a healthy dash of glamour make it something of a global spectacle. It’s cricket’s big moment. But, what’s in it for marketers? What can you do to leverage the World Cup for your own brand - even if it has no connection to sport? Or if you don’t have deep pockets. Jumping on a trend is one of the most effective forms of marketing. It’s also often hit or miss, so it’s important to do everything you can to make it work. Luckily for you, we did some digging and found the 6 main types of trend hijacking that you can apply to your own marketing campaigns and use to hop aboard the #CWC19 bandwagon. 2 #1 The Bouncer Viral marketing Just like a bouncer, viral marketing can have a massive impact. Simply put, this marketing approach relies on an audience to spread the word. As a result, the key principle is to create a relatable and shareable message - be it textual, image-based or video. Humor, innovation and emotionally driven campaigns tend to deliver the goods. Who Hit a 6? IKEA, with this campaign, conceptualized by Publicis Spain, where they recreated famous living rooms from The Simpsons, Friends and Stranger Things. 3 What did they use for it? You guessed it - IKEA furnishings. This campaign was originally created for IKEA in the UAE, but became so viral that it spread all over social media and became a global phenomenon. Here’s a look at the viral tweet and how quickly it spread across the globe. IKEA played a strong game here - mostly because the campaign leveraged old time classics - nostalgia is a powerful motivation factor and IKEA leveraged it well. Since the launch of the campaign (May 28), overall engagement has increased by 10% compared to the previous period and mentions have increased by 11.6%. So, anytime you want to go viral, appeal to people’s sense of nostalgia - looks like it works very well! And for more tips, we always have Matthew. 4 #2 The Googly Ambush marketing Like the name suggests, ambush marketing literally means an ambush or attack. Most marketing campaigns of this type capitalize on a big event, creating campaigns around it in a bid to be seen as a partner of the event - even if they are not official sponsors. It’s a clever tactic, but marketers must be careful to not get into trouble while using the official event logo or any of the material available to sponsors. If done correctly, it can bring in large scale awareness, business and even exposure to new audiences. If not, at least you tried! Who Hit a 6? Swiggy managed to cleverly ride the IPL wave in both 2018 and 2019 with their “What a delivery” campaign. 5 The theme was centered around the fact that Swiggy can take care of your food cravings while you watch your favorite teams battle it out on TV. Apart from their hugely creative TVCs, Swiggy came up with Swiggy Sixes - users could get 60% off every order placed on Swiggy within 6 minutes of a six being scored in the IPL. You’re probably wondering why Swiggy decided to invest so much in the IPL this year. Mostly because they had a successful innings in 2018. The brand saw their orders go up by 25% during the IPL season last year. Additionally, there was a 10x increase in searches for Gulab Jamun on Swiggy’s platform last year - following their ad about Gulab Jamun. Not bad for a brand that didn’t shell out the big bucks for sponsoring. Mentions about Swiggy this year peaked during the IPL and stayed consistently high till the end of May as per the screenshot. It’s no coincidence that Swiggy also chose to launch 3 TVCs and their Swiggy Six offers at the same time. 6 #3 The Yorker Grassroots marketing Grassroots marketing is very much based on relationships with the community. It’s an approach based on connections, relationships and your rapport with your target audience. Activities that take place both online and offline are a part of this initiative - for instance local fairs and sporting events. Who Hit a 6? Lush, the UK-based cosmetics company, announced in April this year that they were “tired of fighting algorithms” and would shut down all of their social media accounts. 7 They even indicated that they were not keen on paying to reach their target audience’s news feed. The funny part is, their mentions seem to be soaring just after they closed down their social media accounts (early April). And this is the real genius behind the campaign. Lush went off social media, and the deep connection they have with their audience ensured that they were spoken about anyway. Take a look on the right. Lush North America though has not followed the same approach and still has active social media accounts. Sentiment for Lush Cosmetics in the month of April was 30% positive and 15% negative’ this rose to 55% positive in May and only 5% negative! They definitely know a thing or two about grassroots marketing. If you want to try something similar, you probably don’t have to go as far as disappearing from social media, but the key is to develop and nurture a strong connection with your community and thereafter you can experiment with different tactics on how to capitalize on this connection. 8 #4 Slow Ball Stealth marketing There’s nothing sneaky about stealth marketing, in case you’re wondering. Mostly, it’s about conveying a message in your marketing campaigns that is not about pitching your product. People don’t like aggressive marketing and the stealth approach provides a softer touch - a message without a pushy agenda which helps keep people happy. It’s more about appealing to the subconscious part of their mind. It’s a bit tricky, but again, if done correctly, it can boost your marketing efforts considerably. Who Hit a 6? Carlsberg. Last month, Carlsberg beer - whose motto has historically been “probably the best beer in the world” - abandoned their classic slogan to “probably NOT the best beer in the world”. 9 In a bold move, they used this to promote the recipe for the launch of their new beer in the UK, since the brand had been underperforming in the market. They sponsored lots of negative posts about Carlsberg, including “Carlsberg tastes like stale breadsticks” and “my pint of Carlsberg tastes like naan bread”. And then, quite brilliantly, released a video where staff members read out the mean Tweets in satirical fashion. Don’t know about the new recipe, but sentiment has been consistently positive about the brand since the launch of this new campaign in the first week of April. Mentions for Carlsberg have increased by 26% in the last 3 months compared to the previous 3 months. So, the campaign definitely managed to create a positive buzz. This one is for the risk-taking marketers out there, a campaign like this one can be a hit or a miss - so, it’s probably better to proceed with caution. 10 #5 Medium Pace Ambient marketing Ambient marketing is about being present in as many places as possible. You want to be everywhere that your consumers are and grab their attention. For instance, influencer marketing is an example of an ambient marketing tactic - if your audience follows certain influencer personas then the best way to tap into the audience is having those influencers post something about you. The slightly more “vintage” version of this is the billboard - a classic tactic used as far back as the 18th century. Who Hit a 6? Coca-Cola has mastered the art of using both these mediums. But their recent campaign with billboards in Europe has been especially impressive. 11 Publicis Italy helped Coca-Cola design billboards pointing to the nearest recycling bin. Coca-Cola’s campaign was genius, but they also made sure to place their billboards in locations where pre- existing or new bins would attract the most attention. The campaign has had impressive results so far - 85% of the cans that have been used for Coke have been collected for recycling - which is awesome! 12 #6 The No Ball Astroturf marketing (it’s not cricket) While guerrilla marketing can be massively successful, some methods risk controversy - Astroturf marketing is one such example. Astroturf marketing simply means “faking it”. So, fake reviews, fake endorsements and fake buzz are what astroturfing is all about. There is always a thin line between influencer marketing and astroturfing - but if one is careful, it’s easy to balance. Who was out for a duck? Want a helping hand? What you shouldn’t do is something akin to The North Face’s recent campaign. 13 They replaced a lot of Wikipedia photos to include pictures featuring their products, managing to get their brand in front of millions of people. The North Face picked topics relevant to their brand - such as trekking, hiking and other outdoor activities. This was done on the sly, until Wikipedia’s moderators were able to trace these changes. Before these changes were brought to light, The North Face had unabashedly boasted about their project. More recently, however, the company apologized and declared that it had terminated the project.
Load more

Recommended publications
  • Regulating “Fake News” and Other Online Advertising
    FOOL ME ONCE: REGULATING “FAKE NEWS” AND OTHER ONLINE ADVERTISING ABBY K. WOOD* AND ANN M. RAVEL† A lack of transparency for online political advertising has long been a problem in American political campaigns. Disinformation attacks that American voters have experienced since the 2016 campaign have made the need for regulatory action more pressing. Internet platforms prefer self-regulation and have only recently come around to supporting proposed transparency legislation. While government must not regulate the content of political speech, it can, and should, force transparency into the process. We propose several interventions aimed at transparency. First, and most importantly, campaign finance regulators should require platforms to store and make available (1) ads run on their platforms, and (2) the audience at whom the ad was targeted. Audience availability can be structured to avoid privacy concerns, and it meets an important speech value in the “marketplace of ideas” theory of the First Amendment—that of enabling counter speech. Our proposed regulations would capture any political advertising, including disinformation, that is promoted via paid distribution on social media, as well as all other online political advertising. Second, existing loopholes in transparency regulations *. Associate Professor of Law, Political Science, and Public Policy at University of Southern California ([email protected]). †. Senior Fellow, Maplight Digital Deception Project and former Chair of the Federal Election Commission and California Fair Political Practices Commission. This article has benefited from insights from Rebecca Brown, Chris Elmendorf, and Rick Hasen. Daniel Brovman, Samantha Hay, Justin Mello, Brandon Thompson, and Caroline Yoon provided fantastic research assistance. Teresa Delgado and Alex Manzanares joyfully created the time and space required to focus on the project.
    [Show full text]
  • FAKE NEWS!”: President Trump’S Campaign Against the Media on @Realdonaldtrump and Reactions to It on Twitter
    “FAKE NEWS!”: President Trump’s Campaign Against the Media on @realdonaldtrump and Reactions To It on Twitter A PEORIA Project White Paper Michael Cornfield GWU Graduate School of Political Management [email protected] April 10, 2019 This report was made possible by a generous grant from William Madway. SUMMARY: This white paper examines President Trump’s campaign to fan distrust of the news media (Fox News excepted) through his tweeting of the phrase “Fake News (Media).” The report identifies and illustrates eight delegitimation techniques found in the twenty-five most retweeted Trump tweets containing that phrase between January 1, 2017 and August 31, 2018. The report also looks at direct responses and public reactions to those tweets, as found respectively on the comment thread at @realdonaldtrump and in random samples (N = 2500) of US computer-based tweets containing the term on the days in that time period of his most retweeted “Fake News” tweets. Along with the high percentage of retweets built into this search, the sample exhibits techniques and patterns of response which are identified and illustrated. The main findings: ● The term “fake news” emerged in public usage in October 2016 to describe hoaxes, rumors, and false alarms, primarily in connection with the Trump-Clinton presidential contest and its electoral result. ● President-elect Trump adopted the term, intensified it into “Fake News,” and directed it at “Fake News Media” starting in December 2016-January 2017. 1 ● Subsequently, the term has been used on Twitter largely in relation to Trump tweets that deploy it. In other words, “Fake News” rarely appears on Twitter referring to something other than what Trump is tweeting about.
    [Show full text]
  • Country Update INSIDE
    Country Update BILLBOARD.COM/NEWSLETTERS JUNE 15, 2020 | PAGE 1 OF 19 INSIDE BILLBOARD COUNTRY UPDATE [email protected] Pearce, Brice: Gabby Barrett’s Goldmine Represents ‘Happy Now’ >page 4 A Deep Well Of Rich Artistic Possibilities Dokke To Nine songs into Gabby Barrett’s debut album, Goldmine, the chart dated April 25, making her only the third solo female Play It Again end of the chorus in “Hall of Fame” reveals an unexpected to accomplish that feat with their first country-marketed >page 10 nugget: a high-pitched trill-like vocal sound that has all the single since Carrie Underwood did it with “Jesus, Take the other-worldly qualities of Mariah Carey’s “Emotions.” Wheel” in 2006. The RIAA has certified the song platinum, That moment, and the fact that Barrett and it includes a dark instrumental texture let 25 minutes pass before employing it in that’s purposely mimicked in her follow-up Americanas Cite the album, says several things about her: single, “The Good Ones.” Tucker, Carlile • She brings a phenomenal range to Barrett, as those Carey-like tones sug- >page 11 her craft. gest, has the talent for her new job, but she • She has listened to some of pop music’s also has the determination to stand out at classic singers. a business level from the pack. She already • She’s mature enough — and confident had spent six years performing live in and ABC’s No-Fest enough — to employ that part of her skill around her native Pittsburgh before she was CMA Fest Special set judiciously, rather than turning it into introduced nationally in the 2018 season >page 11 a gimmick.
    [Show full text]
  • Country Update
    Country Update BILLBOARD.COM/NEWSLETTERS APRIL 12, 2021 | PAGE 1 OF 20 BILLBOARD COUNTRY UPDATE [email protected] INSIDE Tenille Arts Overcomes Multiple Challenges En Route To An Unlikely First Top 10 Stapleton, Tenille Arts won’t be taking home any trophies from the 2019, it entered the chart dated Feb. 15, 2020, at No. 59, just Barrett 56th annual Academy of Country Music (ACM) Awards on weeks before COVID-19 threw businesses around the world Rule Charts April 18 — competitor Gabby Barrett received the new female into chaos. Shortly afterward, Reviver was out of the picture. >page 4 artist honor in advance — but Arts has already won big by Effective with the chart dated May 2, 19th & Grand — headed overcoming an extraordinary hurdle to claim a precedent- by CEO Hal Oven — was officially listed as the lone associated setting top 10 single with her first bona label. Reviver executive vp/GM Gator Mi- fide hit. chaels left to form a consultancy in April Clint Black Arts, who was named a finalist for new 2020 and tagged Arts and 19th & Grand ‘Circles’ TV female when nominations were unveiled as his initial clients. Former Reviver vp Feb. 26, moves to No. 9 on the Country Air- promotion Jim Malito likewise shifted to >page 11 play chart dated April 17 in her 61st week 19th & Grand, using the same title. Four on the list. Co-written with producer Alex of the five current 19th & Grand regionals Kline (Terri Clark, Erin Enderlin) and Alli- are also working the same territory they son Veltz Cruz (“Prayed for You”), “Some- worked at Reviver.
    [Show full text]
  • Billboard Industry Myths & the Facts They Distort
    Billboard Industry Myths & the Facts they Distort www.scenic.org A community’s natural beauty and unique character often are the core of civic pride. More and more however, our communities look the same, and billboards are a major culprit. Billboards blot out scenic vistas and distinctive architecture. Communities should highlight these assets, not hide them behind ugly billboards. Billboards are often the leading edge of suburban sprawl development. As once rural areas open to new development, advertisers move in to target new audiences with billboard advertising. In many states, otherwise untouched scenic areas are marred by thousands of billboards. You’ve probably heard many outrageous claims by the billboard industry, but here are some of the industry’s favorite myths: Myth: Billboards provide essential information for millions of travelers. Fact: Only a small percentage of billboards provide useful traveler information. What’s more, a variety of alternatives, including logo signs, tourist-oriented directional signs (TODS), guidebooks, and new technologies like on-board navigation systems, provide the necessary information in a less intrusive manner. Indeed, tourism spending in Vermont rose 50% in the two years after the state removed its last billboard. In addition, some of the top vacation spots in the U. S. are billboard free including Alaska, Hawaii, Maine, and Vermont. (Source: “Vermont Travel Estimates Out-of-State Visitors.” 1982. Vermont Division of Research and Statistics.) Myth: The Constitution protects the rights of property owners to put up whatever they want on their properties. Fact: The Supreme Court has ruled that cities may regulate and even prohibit billboards altogether (Metromedia, Inc.
    [Show full text]
  • Mobile Billboards…
    Table of contents • Welcome…............................…............................…............................…........ Page 3" " • Mobile Billboards…............................…..............................................…........ Page 5" • Static Mobile Billboard " • Digital Mobile Billboard " " • Custom Iconic Mobile Billboards…............................…............................…... Page 15" " • Experiential Marketing…............................…............................…............…... Page 21" • Brand Ambassadors" • Promo Models" • Street Teams" • Walking Billboards" • iPad Mini Advertising" " • Large Format – L.E.D. & STATIC…............................…............................…... Page 25" • Wall Coverage Billboard" • Digital Billboard" " • Creative Design Services…......................................…............................…... Page 31" " Welcome to Kre8 Media Outdoor Advertising Why Out-of-Home? Kre8 Media’s out-of-home advertising assets break through clutter in the Las Vegas resort corridor to deliver brand and product awareness with reach and frequency within a short period of time." • An Analysis of Mobile Billboards and long period of media placement done by Applied Analysis on Reach and Recall, 77% of Las Vegas visitors indicate they have seen mobile billboard – more than any other form of media. 53% can remember specific advertising featured on mobile billboards." • Out-of-home media, including mobile billboards, deliver more online activity per ad dollar spent compared to television, radio
    [Show full text]
  • The Theory and Practice of Sign and Billboard Regulation
    Property in the Horizon: The Theory and Practice of Sign and Billboard Regulation Jacob Loshin* This article is the first modern attempt to address the land use issues associatedwith signs and billboardsin a comprehensive and systematic manner. Although other scholars have addressedsigns and billboards as a category of First Amendment law, the land use side of the sign issue has been neglected. Signs and billboards are a pervasive form of land use, and they pose distinctive practicaland theoreticalproblems for land use law and policy. Yet, the land use literaturehas rarely treatedsigns as such. This article seeks to fill the void The article has three principal aims. First, it provides a comprehensive history of sign and billboard disputes, using one city's century-long experience as a case study. The article relies on original researchfrom primary sources to explain how and why patterns of sign land use and sign regulation have evolved over time. It pays special attention to the economics of signs and the public choice aspects of sign regulation. Secondly, the article uses lessons gleaned from this history to construct aframeworkfor thinking about sign regulation. It examines how signs relate to concerns about nuisance, aesthetics, information, and expression. It also corrects certain conceptual mistakes made by judges and policymakers. Finally, the article evaluates the regulatory tools available for controlling sign land use. It critiques some common approaches to regulating signs, and it argues that sign regulation should embrace alternative regulatory tools, such as nuisance law and taxation, which have so far been underutilized and underappreciated Yale Law School, J.D., expected 2007.
    [Show full text]
  • Primer Glosario De Comunicación Estratégica En Español
    PRIMER GLOSARIO DE COMUNICACIÓN ESTRATÉGICA EN ESPAÑOL Reconocimiento-NoComercial-CompartirIgual CC BY-NC-SA Esta licencia permite a otros entremezclar, ajustar y construir a partir de la obra con fines no comerciales, siempre y cuando reconozcan la autoría y las futuras creaciones estén bajo una licencia con los mismos términos. Barcelona, 2018. 4 ESTANISLAO ECHAZÚ / RAMIRO RODRÍGUEZ Prólogo La especialización y el perfeccionamiento generan que los profesionales utilicen ciertos tecnicismos, lo que muchas veces conlleva a reproducir términos en otra lengua. El campo de la comunicación organizacional, la publicidad y la mercadotecnia se encuentra plagado de extranjerismos que son adoptados y utilizados de manera natural en la labor cotidiana de los medios de comunicación y la prensa especializada. Conscientes de esto, el Primer glosario de comunicación estratégica en español se presenta con alternativas a todos aquellos términos en inglés, al mismo tiempo que define de manera concisa cada uno de los conceptos y propone una red de palabras vinculantes que buscan ampliar la visión referencial de su lector. Si bien existen términos equivalentes para los extranjerismos que son propios de la comunicación estratégica, muchos de estos aún resultan poco familiares o completamente desconocidos. En función de esta realidad es que se apela al rol educador que tiene la prensa sobre la sociedad en lo que refiere a la promoción y preservación de la lengua española. Son los trabajadores de la prensa quienes asumen diariamente el compromiso y la responsabilidad de informar a sus públicos, evitando el uso innecesario de anglicismos y utilizando siempre las alternativas en español que propone este glosario.
    [Show full text]
  • Advertising Tips
    What is considered an advertisement?: MAP Ad Rule • Covers a “commercial communication,” which is “any written or oral statement, illustration, or depiction . that is designed to effect a sale or create interest in purchasing goods or services, whether it appears on or in [various media, including:]” - Newspapers, magazines, brochures, leaflets, or pamphlets - Radio, television, or cable television - Internet or cellular network - Letter or insert - Poster, billboard, or public transit card - Audio program transmitted over a telephone system, telemarketing script, or on-hold script 1 What is considered an advertisement?: State Law • State definitions of advertisement vary - Reg. Z definition - MAP Rule definition - SAFE Act • Example – “material used or intended to be used to induce the public to apply for a mortgage loan and includes any printed or published materials, audio or visual material, website, or descriptive literature concerning a mortgage loan whether disseminated by direct mail, newspaper, magazine, radio or television broadcast, electronic, billboard or similar display.” • What about promotional items? 2 Sources of mortgage loan advertisement requirements • TILA Regulation Z (12 CFR Part 1026) - HELOC, 1024.16. General open-end plus specific HELOC requirements. • Trigger terms requiring additional disclosures • Variable rate disclosures • Initial discounted or premium rate disclosures • Detailed promotional rate and payment disclosures • Balloon payment disclosures • Tax implications disclosures • Prohibition on use of term
    [Show full text]
  • Selling the Digital Outdoor Medium WHITE PAPER
    WHITE PAPER Selling the Digital Outdoor Medium Key points for taking advantage of the advanced technology Overview Digital outdoor advertising is arguably the newest, most exciting advertising medium to come of age in the last fifty years. It is an amalgamation of the staid, old traditional billboard with the power of today’s broadcast media. It incorporates the versatility of the Internet and can provide a synergistic link with a Web site. In short, it is the medium for today’s world. Selling digital outdoor advertising is exciting. The medium itself is a frequent topic of conversation in agencies, ad placement firms, and marketing groups all over the world. The oldest medium has been thrust into the limelight in an exciting new form, as static faces have transformed into multi-image information resources for the passing public. Selling this new medium places you in a position to offer the latest in advertising concepts in the location- specific format which has been the mainstay of out-of-home media. This white paper is written as a guide for those who sell the medium. It explains some key points about the versatility of the technology, offers some strategies for the placement of the ads, provides some suggestions for advertisers, and offers some market segments where digital outdoor advertising has been successfully deployed. History Electronic display systems have been used for decades as attraction-generating embellishments on the face of billboards. These changing elements, such as gas-pricing-changers, room-rate displays, interest-rate displays, and other variations on this theme offered a changing element to the traditional billboard.
    [Show full text]
  • From Listening to Lyrics to Buying Brands: the Effectiveness of Lyrical Product Placement
    From Listening to Lyrics to Buying Brands: The Effectiveness of Lyrical Product Placement BY BRIDGET GOMES ADVISOR • Dr. Sharmin Attaran EDITORIAL REVIEWER • Dr. Leila Zbib _________________________________________________________________________________________ Submitted in partial fulfillment of the requirements for graduation with honors in the Bryant University Honors Program MAY 2020 From Listening to Lyrics to Buying Brands: The Effectiveness of Lyrical Product Placement Bryant University Honors Program Honors Thesis Student’s Name: Bridget Gomes Faculty Advisor: Sharmin Attaran Editorial Reviewer: Leila Zbib May 2020 From Listening to Lyrics to Buying Brands: The Effectiveness of Lyrical Product Placement Honors Thesis for Bridget Gomes Contents Abstract ...................................................................................................................................3 Introduction ............................................................................................................................4 Literature Review ...................................................................................................................7 Product Placement ................................................................................................................7 Perceptual Process ................................................................................................................9 Exposure ............................................................................................................................9
    [Show full text]
  • CREATING EFFECTIVE out of HOME ADVERTISING There Are a Few Basic Guidelines to Consider When Designing for the out of Home Medium, but They Are Not Rules
    CREATING EFFECTIVE OUT OF HOME ADVERTISING There are a few basic guidelines to consider when designing for the out of home medium, but they are not rules. There are always exceptions. However, adapting the guidelines does require an appreciation for the rudimentary principles of good out of home design. The out of home medium presents CREATING EFFECTIVE OUT OF HOME ADVERTISING CREATING limitless options and approaches for General Motors | Chevrolet Volt creative design. There are dozens of sizes and shapes, seemingly endless locations and stunning technologies offering boundless opportunities for designing effective advertising. Out of Home Media 2 OUTDOOR ADVERTISING ASSOCIATION OF AMERICA The Creative Challenge Designing out of home advertising is visual storytelling. The expression of an idea can surprise viewers with words or excite them with pictures. Through the use of “You know you’ve achieved humor or drama, out of home designs perfection in design, not when can influence consumer decisions and you have nothing more to add, sell products. but when you have nothing more to take away.” According to noted media researcher, Erwin Ephron, “The ad on an out of home Antoine de Saint-Exupéry, Artist unit is the face of the medium. Creative becomes an active media variable. Not in terms of attention paid, or engagement with, but by the message itself attracting eyes to the medium by being noticeable.” However, creating for the out of home CREATING EFFECTIVE OUT OF HOME ADVERTISING CREATING medium is a challenging communication task that requires the expression of a concept with clarity and austere focus. When out of home advertising is well designed, it will entertain and intrigue consumers with arresting influence.
    [Show full text]