From the category archives:
What has really changed? It’s a profound question that should be asked when looking at all the new products, trends, ideas and things that are happening in the world of marketing, social media, and the web in general. One can pause and look at it, and say it’s all different. Yet in some fundamental way, [...]
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Just when we thought we had exhausted our creativity with YouTube, up comes this small brand with a truly and literally “out of the box” idea. Bringing to mind those old “Choose-Your-Own-Adventure” books that became a fad among young readers in the 90′s, this recent promotional spot from Tipp-Ex lets viewers interact with the video to change its outcome.
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When selecting a spokesperson to promote a new model of car, rodents of unusual size would not be my first thought. However, the “hip-hop hamsters” present the Kia Soul as not just another means of transportation, but as a bold new alternative, taking an “economy” car and turning it into something hip, desirable and smart.
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The “shock and awe” approach has been used many times in previous ad campaigns. It is effective because it easily catches our attention, and our brains are hard-wired to remember things that are out of the ordinary.
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When Old Spice and its advertising agency, Wieden + Kennedy, saw its latest campaign was becoming a viral success, they immediately capitalized on it. Now, not only has the Old Spice Guy, perpetually wrapped in a bath towel and flashing a debonair smile, become a household name; product sales are growing and the company is enjoying a breath of new life in its industry.
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Jose Palomino is President of Value Prop Interactive and author of the book, Value Prop. Jose combines tactical creativity, strategic orientation, marketing savvy, and technical acumen to deliver insights, leadership, and results.
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