We have seen some highly imaginative marketing campaigns over the years, especially since the boom of the internet at the turn of the new Millennium.
Sometimes a brand needs a slightly outrageous marketing campaign to get noticed and even differentiate themselves from their competition.
Thanks to quick and ingenious thinking, a number of companies have made a name thanks to quirky marketing campaigns, some of which have even been well timed publicity stunts. Let’s take a look at five of the most innovative over the years!
Aviation Gin/Ryan Reynolds Email Auto Responder
To give their gin brand a boost, company Aviation Gin cleverly signed popular actor Ryan Reynolds as an ambassador. The line behind it was that Reynolds had expressed interest in purchasing an ownership interest after tasting it and a press release was circulated.
At the bottom of the article was Reynolds’ company email address and if anyone sent an email, they would get an automated response ‘from Reynolds’ which read:
“Thank you for your email and interest in Aviation American Gin! I’m away from my desk at the moment but will respond the moment they give me a desk. About a year ago, I tried Aviation for the first time. Since that day, I’ve spent my time finding some way to infiltrate the company. I did this for one simple reason: It’s the best damn gin on the planet. Period. My responsibilities here at the company are vast. I’ll spend my days being photographed intermittently clinching my jaw muscles while pointing at things and nodding. I’ll drink Aviation Gin. I’ll sit in board meetings, imagining my very own Red Wedding. I don’t know whose idea it was to allow me into the gin business, but I can assure you, there are smarter, more reasonable people in charge. Thank you again for your email… If the matter is urgent, please contact my secretary, Bruce, who’ll respond the moment I get a secretary named, Bruce.”
Aviation Gin subsequently boosted their customer database considerably off the back of this one campaign and launched the brand into the stratosphere.
Richard Branson takes a swipe at British Airways
Arguably one of the best marketing stunts ever, British Airways had sponsored the London Eye, though were experiencing problems erecting the giant structure.
Branson got wind of this and soon had a Virgin-branded airship flying over London, emblazoned with the message “BA can’t get it up!”. This went viral on social media and got Virgin considerably more followers.
Red Bull & GoPro Event sponsorship marketing
In one of the best partnership marketing campaigns of the last decade, two successful companies in their own industries teamed up to bring a live space jump to a global audience by Felix Baumgartner.
Receiving mass media attention, it also made for the perfect combination, the premise being that the stunt matched the Red Bull slogan ‘Red Bull gives you wings’ and in as dramatic an advertising fashion as you can imagine, meanwhile, what better way to film it than on a GoPro? Safe to say, sales for both companies increased dramatically.
Poundland Valentine’s Day Engagement Rings
Designed to be emergency placeholders, retailer Poundland brought out an engagement ring for, you guessed it, £1 for guys looking to get down on one knee on Valentine’s Day. This clever marketing campaign received particular attention on social media and helped to further raise the company’s profile among bargain retail chains.
IKEA takes the proactive route in Paris
In a bid to win over the people of Paris, flat pack furniture retailer, IKEA refurbished four of the city’s Metro stations in 2010 to help spread awareness and inform people about its products. Each station was fully decked out in smart IKEA furniture and fittings for the public to enjoy.
Looking to give your business that next ingenious boost?
These ideas may have got the cogs whirring about what you might be able to do give your company a bit of a push. And, while these campaigns may have been expensive, though nonetheless effective, you can still achieve a considerable result for much, much less.
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