Here at Movéo, we’re inspired by B2B brands that are willing to try something new and think outside the box to win customers. From businesses displaying their products in unusual and compelling ways to those developing a new content niche in which to build their thought leadership, we love to hear those stories and help create them ourselves.
Today, we’ve gathered three examples of B2B companies creating innovative content:
“The future of the data center is in your hands,” promises the landing page for Juniper Security Networks’ advertising game Deception Force. The game’s computer-animated trailer features a young IT employee battling monsters in a data center, the background echoing a city skyline in a superhero movie.
Juniper Security Networks, which sells data center technology, used this game to touch on a real pain point for prospects—the threat of hackers and security breaches—and dramatize it in a visceral, compelling manner. Marketers talk plenty about gamified content, but what about an actual game? “Deception Force” looks as slick as other games people pay to play, comes complete with five levels of gameplay, and can be downloaded as an app for iOS or Android. And after battling these virtual monsters, we feel certain that IT buyers will have data security on their minds.
Caterpillar may trace its roots back to 1886, but their marketing is anything but old-fashioned. Recently, the company combined two hot new technologies, drones and the livestreaming service Periscope, to showcase equipment demonstrations, facility tours and more as they happened. The company is considering more uses for the technology in the future, including to livestream trade shows and other events. As for the drones? Along with the obvious cool factor, camera-equipped drones allow the company to showcase their products and services from (literally) a different angle and provide compelling, interesting visuals.
Caterpillar was drawn to Periscope’s technology due to the audience engagement options it offers, including in-app chatting. What use could your organization make of live streaming video? A key takeaway from Caterpillar’s work in this space: highlight something notable. For a live streaming video, even one filmed by a drone, to make an impact, it needs to offer value to your audience.
This campaign took place in 2013, but it still stands out as an innovative example of a B2B brand reaching its audience with innovative content. The UK’s Royal Mail has a business service, MarketReach. When they wanted to remind their audience of the power of physical direct mail as a part of a marketing campaign, they decided to create a “real social network” and invite members of their audience to participate.
In the project, individuals, many of them marketers, were invited to contribute objects to a display in Central London, along with the reasons these objects held value to them. The gallery was open to the public, and included an area where anyone could add to the displays. Then, Royal Mail used the power of “virtual social media” to share the story of their “physical social network,” reaching over three million people online, with 45% of those engaged in the conversation from the marketing and communications industry, MarketReach’s audience.
Like Caterpillar, Royal Mail found a way to connect their digital and in-person audiences in an exciting, on-message manner. How could your brand do the same?
To see some examples of the impact Movéo’s content is making, check out our case studies.
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