Marketing is a tricky business. It takes experience, good information, a good amount of common sense, and, in some cases, a dash of luck, in order to make marketing magic. At the end of the day, the trick is to make your campaign stand out in an endless ocean of similarity. There are a few ways to do that, such as making an emotional connection with your target audience, or simply creating a smooth display that proves that your product or service is valuable to the general population.
While both of those examples are perfectly well and good in marketing, there is another way to go about making your marketing campaign memorable and effective. The option in question is to just make the campaign bold. Whether it be because of humor, innovation, or brazen cleverness, a campaign can always be outlandish due to fearlessness.
Let’s take a look at seven best marketing campaigns that went viral in popularity:
1. The Jeff Goldblum Statue Campaign
Despite this being one of the best marketing campaigns in terms of publicity, NowTV was not the best example of responsibility when they unveiled this statue depicting a specific scene from the film classic Jurassic Park.
The statue in question depicts none other than movie star Jeff Goldblum in a relaxed position with an open shirt, as seen in Jurassic Park. Mr. Goldblum, naturally, has become something of a pop culture king in recent years due to many factors surrounding him.
As such, this odd PR move by NowTV was successful, and it certainly did create quite a bit of humourous interest and conversation. This campaign was so successful because nostalgia is a powerful marketing tool that can be wielded responsibly for great results.
2. #IceBucketChallenge Campaign
For those not in the know, this famous marketing campaign blew up quickly and took the internet by storm. At the time, it was a pretty unique way to raise awareness, but the effectiveness speaks for itself.
In 2017, the ALS association raised well over $100 million due to the Ice Bucket Challenge. Not only did it bring in staggering amounts of funding, but it also spread awareness for a disease that wasn’t very well known at the time.
This PR campaign method has been copied quite a bit since then for various reasons, but few have come close to the internet phenomenon that was the ALS Ice Bucket Challenge. It was definitely one of the best marketing campaigns in terms of awareness.
3. Lawyer.com & Lindsay Lohan Campaign
Connecting your PR campaign to a controversial individual is overall a pretty risky move, but Lawyer.com managed to pull it off well. It’s no secret that former child start Lindsay Lohan has had a reasonable amount of experience with the realm of lawyers and courtrooms, and that was why she was the perfect face for a lawyer-oriented company.
By using Ms. Lohan in the campaign, they essentially took the stance that mistakes are made, sometimes repeatedly, but those mistakes can be fixed with the right resources. It was a bold move, but it did end up paying off for the company and resulted in one of the best marketing campaigns in recent memory.
4. Carlsberg & the Best Poster in the World Campaign
The best marketing campaigns are also rather witty. Clever marketing campaigns are nothing new for Carlsberg, and they probably couldn’t have found a better niche from a PR perspective. However, one of their campaign stunts was just too interesting not to create a few waves, and create waves it did.
The “Best Poster in the World” was unveiled in 2015, and was met with great interest and amusement. The poster itself was simple, as it was merely white words against a lovely green backdrop sporting the line, “Probably the best poster in the world.”
Of course, the real star of the poster was the tap below the words that dispensed free beer. The poster generated the hashtag of #probablythebest, and earned 3 million impressions across Twitter in a single day.
5. Pepsi & the Monster Mirror Campaign
Innovation can give a marketing campaign a serious boost in awareness, and it’s difficult to find a medium more innovative than technology. Pepsi used innovative technology to both startle and entertain potential customers when they placed augmented reality mirrors in the bathroom of an unsuspecting cinema.
While looking into the mirror, theatergoers were greeted by the sight of their faces morphing into various monsters in real time. The reactions of said startle victims were recorded and uploaded to the internet for good-natured laughs and conversation.
As you can imagine, the internet loved the video and watched it over 2 million times, at least. This is one of the best marketing campaigns that Pepsi ever did.
6. Old Spice & the Paper Blazer Campaign
It is a common practice for a magazine to have fragrance ads packed away within them, typically with a sample scent for the reader to enjoy. Not everyone enjoys being subjected to the smelly aromas, however, and Old Spice knew this well.
Therefore, the logical thing to do would be to simply not put their fragrances in magazines, of course. Well, Old Spice wasn’t feeling very logical that day, so they created the “Paper Blazer.”
The paper blazer was an actual full-sized blazer made of paper. As you can probably imagine, the blazer was absolutely drenched in the scent of a new Old Spice fragrance, allowing for readers to look and smell stylish for free. It was certainly a fun and humourous way to spread the news of their new scent, and they probably gathered a few new fans from the stunt, as well.
7. Domino’s, Emojis, and Twitter Campaign
Whatever your pizza place preference may be, you have to admire Domino’s for trying new and interesting things with their marketing and PR campaigns. A great example of this is the “Tweet for Pizza” campaign that drew a healthy amount of buzz from social media.
The idea was that the standard Twitter user could simply tweet a pizza emoji at the Domino’s Pizza twitter account in the hopes of making the ordering of a pizza as simple as sending a tweet. Naturally, it was nowhere near as simple as that, as there were quite a few hoops to jump through just to set the “Tweet for Pizza” process up, but it did draw attention to the pizza chain for an acceptable amount of time.