Instead of giving discounts away, an idea can also help to communicate the brand’s benefits. Like this promotion for air conditioners that calculated every home’s exposure to the summer sun and offered a discount accordingly with the pressing need of cooling.
How to sell more pet food? Get more people to own cats. Shame they didn’t use the idea for some sort of adoption drive as well, and not just selling the brand.
In 2012, the brand wanted to demonstrate the resistance of their water-proof shoes by sending a crew to Cherrapunjee, the rainiest place on Earth. This time around they brought the rain with them and made a cloud follow a test subject for 7 consecutive days.
Again, the point was to create entertaining content to drive people to the Geox site and engage them with more info about their products and a direct link to their online store.
All the changes on the new Polo were noticeable from the inside, hence a test drive was a must. To make it exciting and irresistible, VW created a game of social tag where the person who test drove the car for the longest time got to keep it. Similar in nature to the classic MINI Getaway but with a hard working test drive component.
Little Black Book is an online publication/platform that ‘celebrates creativity and the people behind it’. They’ve recently published ‘5 minutes with... Daniel Comar’, an interview done at Spikes. Though the title is misleading (the conversation lasted much longer than five minutes), it covers quite thoroughly my views on creativity in activation. I get asked about it a lot, so I thought of reproducing it here with the full permission of LBB. Thanks, Laura Swinton.
Last year, the Passport Beer Fridge rewarded passersby with free beer if a Canadian could open the vending machine with his or her passport.
Now, back in their home country, the fridge was re-launched with a twist. To celebrate Canada’s National Day, people had to sing the national anthem to unlock the door.
Check the making of below, if you’re interested in the technology behind.
Interesting shopper marketing case at its core. To generate more sales Campbell’s needed people to consume what they had in stock first. A change of label fully integrated in their communications did the trick.
Clever digital adaptation of a fun idea to help people connect while having a meal together rather than staring at their phones.
Forget product innovation, think experience innovation.