Every digital marketing campaign must be creative and thought-provoking. I consider this to be a general rule for success no matter their strategic marketing. A key component for achieving a particular goal such as traffic building, conversion & engagement, third party site reach or multichannel marketing is that the marketing campaign has a special characteristic that differentiates it from all others digital marketing campaigns. In one word the campaign is creative.
The best way to understand the key components for a creative digital campaign is to watch one. The following video is one of the most creative campaigns I ever saw and I considered it to be a perfect example to explain this (sometimes) tricky concept.
That video that you saw on YouTube is about a correction fluid called Tipp-ex. Their objective for this advertisement was to increase their traffic building goals, such us increasing website’s traffic and possibly increase sales, and brand recognition. The methods Tipp-ex guys’ used for covering those goals were through viral marketing.
Every viral marketing campaign must be creative in order to become viral. And as you just have seen Tippex advert has the following characteristics:
Interactive: First the viewer has the choice to shoot the bear or not. Then after making the choice, the viewer is commanded to type (almost) anything they want so that the bear and the hunter will comply.
Customizable: This advert is highly customizable since every viewer will chose different options and hence the experience with the video will be different.
Entertaining: Definitely is entertaining to see a hunter and a bear complying with your orders. Plus they do it in a funny way. If you are not convinced, did you realize how much time you spend watching this video?
Contextual: The bottom line is that the video is selling a correction fluid. Tipp-ex demonstrated their value proposition by erasing the word “shoots” thus giving the possibility to the viewer to rewrite the story.
A creative digital campaign must have these kinds of characteristics, especially if its purpose is to become a viral video. If you have not realized yet Tippex used the same from the Burger King's Subservient Chicken were you control what the chicken does.
I leave you guys with a question: What was the funniest action word for the bear and the hunter? My choice is the break dance-hands down!
Chaffret, Dave. Internet Marketing Strategy, Implementation and Practice. Pg. 461
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