This article is written by Rachel Sprung, HubSpot's Brand & Buzz Coordinator. HubSpot is an all-in-one marketing software which helps businesses attract prospects and convert them into leads and customers.
Have you heard the rumors? In case you haven't, let's get you up to speed. The world will end December 21. At least that's the rumor. So what are you going to do? Buy canned food at the store? Board up your house? Prepare for an invasion of zombies?
No one really knows what to do to prepare for an apocalypse. But there are many companies who are using this legend to their advantage and creating creative marketing campaigns in preparation for the end of the world.
Here's what a few brands are doing.
In celebration of the apparent increase in average height of women in Vietnam, Australian coffee brand Gloria Jean launched a promotion offering free coffee to women in the country 1.65 meters (about 5'6") or taller.
Predictably, the campaign, which followed a Vietnamese government campaign advocating official recognition of the increase in average national height, backfired following complaints the effort was offensive. The company has since cancelled the promotion
This guest post is written by Allan Johnson, Content Strategist at Sharethrough, a native video advertising company. Prior to Allan's time at Sharethrough, he was Director of Custom Content at Universal McCann.
Brand video content is no longer the playground for innovators and early adopters. Brands like GoPro have been built from scratch on video content, while others like Hot Wheels have been revitalized. A President, who made liberal use of video content, has been re-elected, and charities the world over have used poignant videos to activate volunteerism and increase contributions for causes ranging from clean water to marriage equality. As more successes pile up, more brands will produce video content to achieve their marketing goals.
Here's a bit of hilarity to brighten your day. Well, that is if you work in an ad agency. Sorry, clients, this time the joke is on you. But give it time. No doubt there is plenty to say about those agency primadonnas.
Central Desktop has put together an infographic highlighting the eight types of agency clients. From The Intruder to The Arsonist to The Ghost to The Henchman, all the stereotypes are covered.
Click here to see the infographic.
Almost ten years ago, Beyonce first appeared it what was, by far, one of the hottest Pepsi commercials ever to air. OK, that may be a bit of an over exaggeration but not to the gas station attendant whose jaw dropped when he watched Beyonce in all her bootyliciousness walk from her car to a Pepsi machine as Crazy in Love played.
Now, ten years later, Pepsi is, again, working with the star in a $50 million deal that will include a new "Live for Now" commercial as well as promotional appearances, her likeness on limited edition cans and a Creative Development Fund that will support Beyonce's various creative endeavors.
A couple weeks ago , I was briefed on a new company called OneSpot. Headed by venture capitalist and former head of interactive at the Houston Chronicle, Matt Cohen, the new company transforms existing content into ads that look more like content than ads.
After the briefing, I said the offering was "the perfect marriage of content marketing with the power and infrastructure of advertising." Yes, I really said that and yes, that quote is front and center on the OneSpot website which launches today.
Recently, so much has been written about content marketing which, as part of inbound marketing, is all about making sure the right information is in the right place when people come looking for it. But, people don't always know what to look for and they don't always know which available products and services could benefit them. Hence, the need for outbound marketing.
Some people love to cuddle. Others, not so much. Axe, the brand that's all about how its super smelly nature is irresistible to women, has come up with a solution for the problem it has created.
With help from DDB Latina Puerto Rico, Axe is introducing the Morning After Pillow, a device that will allow men to slip out of bed while their woman still gets to cuddle.
Axe. Always looking out for guy's needs.
With a campaign that touches upon the various forms of love and diverse family life, Gap is out with work that features Michael J, Fox and Tracy Pollan, musician Rufus Wainright and artist Jorn Weisbrodt, rapper Nas and his dad, the Atomics, Gia Coppola and Nathalie Love and others.
Created by Minneapolis-based Peterson Mills Hooks, the work aims to tout the brand's "love comes in every shade" campaign. The colorful and upbeat delivery is decidedly more low key and less in your face than, perhaps, Bennetton might approach the topic but that's Gap; non-controversial clothing for everyone.
Back in September we shared a story about health provider Health Net which used fake tweets to promote its services. We called the work "a juvenile marketing move and yet another example of testimonials gone wrong."
Now, the brand is doing a bit of back peddling presenting us with what they claim to be the real people behind the Twitter accounts they used in the campaign. The move is laughable as the accounts - NonStopMom2, HealthNut_2 and Biz_Guy1 - have just one or two tweets, all of which read "Thank you for your interest, learn more here" with a link that points to three "testimonials" from the "owners" of these Twitter accounts.
In Japan, Honda is marketing a pink Fit called Honda Fit She's (apostrophe is a heart) that promises to prevent wrinkles with its "plasmacluster" AC system. Of course, this gender specific stuff still works great in Japan where, apparently, they aren't so hung up on the fact that men are men and women are women.
Going for "adult cute," it would seem Honda might want to team with Bic and co-marketing their Bic For Her pen along with the car.