A great campaign entices people with creativity, quality content, and the chance to take part. Get inspired with these three top-notch examples:
In 2013, IBM made a splash with its “Smarter Cities” campaign. By turning benches, ramps and rain shelters into ads, IBM got people talking – and interacting with the ads. While online viewers far from London and Paris, where the billboards were installed, couldn’t sit on the benches, the campaigns videos showing these live interactions still had quite an impact online internationally.
Why did it work? The project was creative, making the ads that are so ubiquitous in cities across the world into fun parts of daily life. It was memorable, because people had a direct experience with the billboards. And the campaign had great content – a push for smarter cities where the imagery depicted in the ads would become a reality.
Central Desktop’s pop art-inspired campaign took potential clients through the story of a cartoon couple, John and Jane. Influencers received personalized microsite links and follow-up direct mail and email pieces, all keeping with the John and Jane storyline. With an almost 30% increase in leads, the campaign was a success and John and Jane will be returning in future Central Desktop efforts.
Why did it work? The humorous and unusual structure of the campaign stood out and caught people’s interest. Beginning with the initial video, there were opportunities for the viewer to interact with the ad, in this case checking off the qualities they want in a partner.
“The Best Job in the World” campaign happened several years ago, but its levels of online and offline influence still impress. Advertising a “caretaker” position for Hamilton Island in Queensland, Australia, the campaign generated over 34,000 video applications and hundreds of thousands of votes from site visitors. The winner got to tour Queensland for six months, creating social accounts to share his adventures. Demand to visit the Hamilton Island soared.
Why did it work? This campaign relied on interactive content, soliciting user videos and votes. It got them by the thousands because it gave people a chance to win something they really wanted. The campaign caught attention because of its unusual approach to generating tourism and its competitive aspect. It kept attention through compelling, user-generated content.
The best B2C and B2B campaigns must be memorable, combining top content, creativity and an interactive draw. How does your organization give people something to talk about?
Photo Credit: Timothy Krause via Flickr Creative Commons
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