The right marketing stunt can catapult your business khổng lồ viral success, but it’s always going to be risky. Follow the lead of brands who have pulled off big sale stunts successfully.
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A big sale stunt has the potential lớn either make or break your business.
While a misstep could wreông xã your brand’s reputation, a success could catapult your business into lớn viral success. From br& awareness to driving sales, the right sale stunt can help businesses of all sizes reach their goals.
Continue reading to lớn discover:How top brands have pulled off successful sale stuntsWhy being disruptive can be a good thing when it comes lớn your brandTips on embracing the bizarre in your campaigns
Bonus: Read the step-by-step social truyền thông media strategy guide with pro tips on how to grow your social truyền thông presence.
With one of the most talked about marketing stunts of 2018, IHOP showed they were more than just a pancake palace.
It all started on June 4th, 2018, when IHOP. tweeted that they’d be flipping the ‘P’ around and changing their name to IHOb. They announced that everyone would have to lớn wait to find out what the ‘b’ stood for—something that immediately got everyone guessing.
For 60 pancakin’ years, we’ve sầu been IHOPhường. Now, we’re flippin’ our name to IHOb. Find out what it could b on 6.11.18. #IHOb pic.twitter.com/evSxKV3QmT
— IHOP (
IHOP) June 4, 2018
After days of speculation, IHOP(b?) announced that the ‘b’ stood for burgers. Thanks to lớn this campaign, IHOP not only got people associating burgers with their name—seeing word of mouth rise from 19 to 30 percent—but saw their social truyền thông media popularity skyrocket.
How can your brvà follow IHOP’s path to lớn success?Do your research. You can’t just launch a potentially risky campaign out of nowhere. Before making their Twitter announcement, IHOP. discovered that social truyền thông conversations about pancakes had declined, while the popularity of burgers was steadily increasing. Find out what your customers are talking about online & highlight ways your business can fulfill their needs.Build suspense. IHOP’s first Twitter announcement asked their audience to lớn stay tuned to find out what the mysterious ‘b’ stood for. This lent an air of speculation to the campaign & it became an engaging guessing game for the audience. Your br& can easily vày this with a kinh doanh chiến dịch.
SodaStream’s CEO Daniel Birnbaum says “the company is always looking for disruptive sầu ways lớn create moments of joy.” They definitely succeeded with their 2018 April Fool’s Day campaign.
This sale stunt had trò chơi of Thrones star Thor “The Mountain” Bjornsson & Shahs of Sunmix star Reza Farahan introduce SodaStream’s (fake) new sản phẩm, the SodaSoak—a sparkling water maker for the bathtub.
“The thing about SodaStream’s campaigns is that they address important themes in a lighthearted & funny way that keeps a finger on the pulse of pop culture,” Bjornsson explains. The approach paid off, with AdWeek reporting “this video reached many top April Fool’s lists and gained br& exposure worth many millions.”
What can your brvà vì to get on SodaStream’s level?Delight and surprise your audience. By making their commercial in classic infomercial style, there might have been a moment where SodaStream’s audience questioned whether what they were seeing was real. It’s always fun to give your audience something they’re not expecting, so take any opportunity khổng lồ surprise them with strategic whimsy.
If any brand can prove that weird works, it’s KFC. Their kinh doanh stunts have sầu been wonderfully outlandish over the last few years, và it’s a formula that works for the brvà.
One of their more out-there campaigns featured a four-hour Facebook Live sầu stream of adoptable kittens climbing on a “fabric husk of a towering model of the brand’s mascot và founder Colonel Sanders.”
While you might have sầu scoffed if an employee pitched an idea like this in a meeting, more than one-million viewers tuned in to lớn KFC’s kitties.
How can you create a goldmine campaign lượt thích KFC?Embrace the weird. While actually running a bizarre chiến dịch like KFC’s might not be possible for all brands, every business can embrace a quirkier approach to lớn campaigns. Add a dash of whimsy to lớn your campaigns where relevant.If you can’t chia sẻ silly content (say you’re a political organization or serious government branch), you can have sầu fun in your brainstorms, strategy sessions, or at other states of campaign development. For example, ask everyone in your brainstorm lớn come up with the weirdest, most outlandish idea they can—there are no bad ideas. Sometimes the best “real” ideas can come out of a free-for-all. And the worst case scenario is that your team has a laugh.
While brands are usually advised to avoid politics, the response to lớn Patagonia’s politically-inspired sale stunt was so positive it crashed their site.
After the President of the United States signed two proclamations to greatly reduce protected land in the Bears Ears and Grand Staircase-Escalante National Monuments in Utah, Patagonia responded with images and messages reading ‘The President Stole Your Land’ on their trang web and social feed.
This is the largest elimination of protected lvà in American history.Take Action: https://t.co/biZPxo7PHh#BearsEars pic.twitter.com/OqW9FHPk3Q
— Patagonia (
patagonia) December 4, 2017
What can your brvà vì chưng to lớn reach Patagonia’s cấp độ of success?
When it comes to brands tackling important issues, Burger King might not be the first company you think of. However, the fast-food restaurant proved they’re more than capable of getting people’s attention with their Whopper Neutrality stunt.
The chiến dịch had customers ordering Whopper burgers, but receiving them at different times based on how much they were willing to pay. As AdWeek explains, this “was a scathing parallel for how the kết thúc of net neutrality could create fast & slow lanes for internet access.” It became their most shared ad of all time with more than 4.5 million Youtube views alone.
What lessons from Burger King’s campaign can your brand put into lớn action?Combine education and humor. Net neutrality is a complicated issue, but Burger King was able lớn explain the effects in terms anyone can understand. By making the message accessible khổng lồ all—as well as humorous—they are providing crucial education for their audience. Consider how your brand can educate your target customers in a relevant way, và centre a chiến dịch around these lessons.
Any kinh doanh stunt has the power khổng lồ strengthen—or sink—your brand. As long as you follow the lead of the successful brands above sầu và know what you’re doing, your risk can definitely pay off.
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