Stay away from 'Competition Fun'
Posted: Sat Jan 18, 2025 5:47 am
Brand as 'trojan horse'
Call it an entertaining and funny video in which the brand plays a major role as a kind of Trojan horse. And that works, as Blendtec proved with their successful series of ' Will it blend? ' videos, in which owner Tom Dixon throws all sorts of things in his blender to illustrate the pulverproofness. The product as the super hero, with the product logo proudly displayed in the background. 186 videos later in 2009, the counter is at a 700 percent increase in sales. Apart from the enormous media attention that the brand has received.
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Overwater running shoe
Another sales hit was the viral from sports shoe brand Hi-Tec in azerbaijan mobile phone number list which three sports enthusiasts practice a new sport: liquid mountaineering , or running on water. Possibly because of the new shoe from Hi-Tec that was so water-repellent that you could run on water in it. Here too, the shoe plays the leading role. Both virals meet Akpinar's hit formula, or ' soft sell ads in which the product is integral to the plot '.
They combine the best of both worlds: 'they improve ad-related outcomes (ie, the share rate), the willingness to share and ad evaluation, while also facilitating favorable outcomes for the brand (ie, brand evaluation, brand recall and purchase likelihood) ', she writes in her dissertation. 'Soft sell integral appeals increase brand knowledge and reduce negative inferences concerning persuasion attempts, which jointly improve favorable brand-related outcomes. And that soft sell integral appeals increase sharing while also providing downstream benefits to the brand.' High time for a bilateral between agencies and brands. With Akpinar's research on the table.
I strongly believe in brand activation and guerrilla marketing . Provided that they come from the DNA of the brand, and have value for the target group. Many actions and films (of those actions) have no relation to the brand. The only value they have, is that they often want to be fun, remarkable or funny. And in the 'Competition Fun' many brands mainly shoot next to and over the goal. Apart from the time and struggle to even get on the field and in scoring position.
That is also why it might be better to leave the 'Competition Nice' and focus on 'Useful'. Put yourself in the mind of your customer. What problems can you solve for him? How can you make his everyday life more pleasant or enrich it? Help, inform, inspire, service. That increases your chance that people will remember your brand or take it to their hearts forever. You don't need a viral for that. Photo intro courtesy of Fotolia.
Call it an entertaining and funny video in which the brand plays a major role as a kind of Trojan horse. And that works, as Blendtec proved with their successful series of ' Will it blend? ' videos, in which owner Tom Dixon throws all sorts of things in his blender to illustrate the pulverproofness. The product as the super hero, with the product logo proudly displayed in the background. 186 videos later in 2009, the counter is at a 700 percent increase in sales. Apart from the enormous media attention that the brand has received.
Accept cookies
Overwater running shoe
Another sales hit was the viral from sports shoe brand Hi-Tec in azerbaijan mobile phone number list which three sports enthusiasts practice a new sport: liquid mountaineering , or running on water. Possibly because of the new shoe from Hi-Tec that was so water-repellent that you could run on water in it. Here too, the shoe plays the leading role. Both virals meet Akpinar's hit formula, or ' soft sell ads in which the product is integral to the plot '.
They combine the best of both worlds: 'they improve ad-related outcomes (ie, the share rate), the willingness to share and ad evaluation, while also facilitating favorable outcomes for the brand (ie, brand evaluation, brand recall and purchase likelihood) ', she writes in her dissertation. 'Soft sell integral appeals increase brand knowledge and reduce negative inferences concerning persuasion attempts, which jointly improve favorable brand-related outcomes. And that soft sell integral appeals increase sharing while also providing downstream benefits to the brand.' High time for a bilateral between agencies and brands. With Akpinar's research on the table.
I strongly believe in brand activation and guerrilla marketing . Provided that they come from the DNA of the brand, and have value for the target group. Many actions and films (of those actions) have no relation to the brand. The only value they have, is that they often want to be fun, remarkable or funny. And in the 'Competition Fun' many brands mainly shoot next to and over the goal. Apart from the time and struggle to even get on the field and in scoring position.
That is also why it might be better to leave the 'Competition Nice' and focus on 'Useful'. Put yourself in the mind of your customer. What problems can you solve for him? How can you make his everyday life more pleasant or enrich it? Help, inform, inspire, service. That increases your chance that people will remember your brand or take it to their hearts forever. You don't need a viral for that. Photo intro courtesy of Fotolia.