Amazon is no stranger to a good stunt.
Remember
the
drones? Not one to rest on its laurels, Amazon dropped a huge orange locker
in front of San Francisco’s iconic Ferry Building earlier this month. Initially
unmarked aside from an Amazon logo, the locker remained a mystery for a few
days while the online retailer stayed mum on its contents. Eventually, the
hashtag #giantlocker and a Nissan logo were added to the side of the container,
stoking social media conversation.
Ultimately, the stunt was part of a partnership to promote the new Nissan
Rogue. Those using the hashtag on social media would be entered to receive
codes corresponding to different prize-filled compartments on the locker, with
the ultimate prize being a Nissan Rogue.
Nothing creates viral
gold
like a
mystery. And prizes.
For two weeks this year, travelers using Terminal 5 in London’s Heathrow
Airport, were greeted with a Samsung overload. The Korean electronics company
had rebranded the area “Terminal Samsung Galaxy 5.”
The new name was meant to promote the new Galaxy 5 smartphone in what is the
busiest terminal in one of the world’s busiest airports. Needless to say, a
whole lot of eyes saw Samsung’s signage. The brand also had reps set up in the
terminal to demo the device.
The deal was the first of its kind – no other brand has ever temporarily
renamed an airport terminal or taken over all signage in one wing.
A 30-second Super Bowl commercial this year ran about $4 million dollars.
Looking to sidestep that hefty price tag,
Doritos
crafted a stunt that helped it cash in on the hype while saving millions.
The brand enlisted 30 people in one section of the crowd to wear orange,
planning it so they were arranged in the shape of a Dorito. From afar, that
section did bear resemblance to one of the popular nacho cheese chips.
The stunt garnered Doritos thousands of retweets and favorites on Twitter.
In addition to its social media success, the stunt resulted in record from
RecordSetter.com for the World’s Largest
Human Dorito.
5. DHL
gets rivals to deliver marketing messages
DHL pulled off a rather ruthless
stunt a few months ago when it turned rival delivery drivers into its own
walking advertisements.
The company had large boxes wrapped with thermo-active foil that, when
chilled below a certain temperature, turns black. When delivery drivers from
UPS and TNT picked up the packages, they couldn’t see the messaging on the
chilled boxes. As the boxes warmed up, they displayed the message “DHL is
faster.” In order to give the foil time to warm up, the addresses for delivery
were intentionally difficult to find and maneuver a huge box to.
In a
statement
to the Consumerist, DHL denied having direct involvement with the prank,
which it said was part of an internal competition by an external agency. DHL
says it knew about the stunt, but didn’t know the video would be made public.
Despite the questionable authenticity, it’s undeniable that the video’s quick
ascent to viral status scored plenty of attention for DHL.
In an effort to find more ways for singles to meet in real life, Match.com
launched a series of social events to bring people with similar interests
together. The first of those events was aimed at dog-owning singles.
In order to promote the “Bark in the Park” event, Match.com created a bunch
flyers and put them around London’s Battersea Park. On its face, that doesn’t
seem like a clever marketing stunt, but it’s the composition of the posters
that makes this promotion unique – they were all scented like dog food in order
to draw in walkers’ dogs and make it impossible to avoid seeing the event’s details.
By essentially marketing to dogs, Match indirectly reached their owners in
its bid to attract more singles to its match-making service.
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