Showing posts with label Experiential. Show all posts
Showing posts with label Experiential. Show all posts

Sunday, July 25, 2010

Can't Buy a Kia Soul? At Least Get a T-Shirt

So you love the cute hamster ads Kia has been rolling out for the Kia Soul campaign, but you don't have $15,000 to buy a car to show that love. Well, Kia now has a solution - Hamstar! Hamstar is the campaign interpreted into cotton t-shirts with a hip outline of a hamster head.

I really love how Kia has owned this campaign by demonstrating several ways to engage with their younger fans. Whether it was the tour promotion, Facebook game, or the Moochie YouTube video series, Kia has kept their presence high as it targets the youth market.

Now if only someone can tell me why Hamstar needs a Twitter feed? @HamstarClothing is up and well doing nothing since a few promotional tweets and announcing to all 24 followers that the store is live; it's last tweet on July 21st. Oh well, I guess this helped check the "social" box on the marketing campaign project list.

Still, I really like the idea of adding a line of clothing to help further the campaign; though, one wonders if too much will make Kia "the hamster car maker"?


Monday, January 18, 2010

MINI's Eloquent Trash

There’s a behind the scenes article in MarketingProfs today about the MINI Cooper cardboard box idea that was done in Amsterdam last December. It provides some insight around what the creative team went through, how much the effort cost (under 5,000 Euros), and how the team responded to a similar idea done a few weeks before by Heineken. You should read the article. It is definitely an unique look behind the scenes, one we rarely get in this industry.

So how was the idea? Was it really “cleaver”? At first, I was a bit – so what? Who really cares about empty cardboard boxes on a few street corners around Amsterdam? Sure it’s cutesy. Yes it is typical MINI brand whimsy, but does it really do anything for the client's business?

Spending under 5,000 Euros was money well spent. The idea was covered across the blogsphere and MarketingProfs had their initial MINI cardboard box article retweeted across Twitter. People really liked the concept. Sure most of those retweeting the article were probably ad industry people, but the idea also received a decent amount of attention – for a very low cost – on several automotive sites.

The ad also communicated a clear, concise message. An empty box after Christmas shows everyone what you got for Christmas and a car stands out. Plus it creates desire in a fun, unique way. There’s a spark of jealousy that someone received a new MINI Cooper when all the passerby may have received were some socks and fruitcake.

What’s interesting to ad people is how a simple idea like this can generate so much viral attention, especially when most viral ideas involve hundreds of thousands of dollars for some Facebook application or video web series. So, it’s refreshing to see a simple idea generate interest at such scale.

The only thing I wonder is could another automaker have done this with a similar response? Yes, but few could. Maybe BMW or even Lexus as a play on their big red bow advertising. Unfortunately, I doubt a Chrysler or GM could have pulled it off. Mainly because they would’ve received backlash for not recycling or comments asking who would want a Sebring? Or can I return this Aveo before 31 days?

The thing is this probably works best for MINI because their brand has a whimsy and cool image. The brand helps the idea immensely. Even so, there is a lesson here. A simple message really can breakthrough and what’s great is that the message isn’t about some complicated new technology or performance benefit. No, in this case, it’s just the simple message of desire wrapped up in a cultural behavior; everyone can see what a person receives for Christmas just by checking out the next day’s trash.

Tuesday, April 7, 2009

Try It, You'll Like It (Test Drive Marketing)

Everyone wants me to test drive their car. Maybe it has something to do with a new study showing that consumers are more willing to pay more for products they touch? Or maybe someone has been watching too much Yo Gabba Gabba: Try It, You'll Like It?

Several brands are trying to get consumers to their dealerships to simply test drive a car with all kinds of enticements.

For example, BMW Canada will let you test drive eight cars – 5 BMW 3-series variations and 3 direct competitors. Drivers will be given two hours to drive the eight cars in “six real-world scenarios.” There will be full slalom, braking, and acceleration tests participants will experience with professional drivers. The event must be getting some traction as the Vancouver, British Columbia event is already full, leaving space only in Montreal and Toronto. So hurry up if you want to quickly tryout some BMWs, a Mercedes C-Class, Audi A4, and Lexus IS. I wonder what car will be most impressive? Hmmmm….

Meanwhile, Porsche has been promoting their test drive campaign, First Mile, on Yahoo! The First Mile hopes that one mile in a Porsche will convince people that it’s time to buy a Porsche. Whose horrible idea was this? One mile in a Porsche is like having foreplay with Heidi Klum going nowhere. Sure it would be fun and exhilarating but also a major let down.

The Volvo XC60 team is running around the country getting people to see the Volvo in person. You can even checkout their Flickr photo stream. You can test drive it in a parking lot, and you can touch it with a bunch of marketing and dealership employees helping you understand the product’s benefits. Want to know when Volvo is coming to your town? Follow them on Twitter, of course.

So get out and touch a car. Maybe you’ll want it more or you’ll pay more if you actually open a door, sit down and wrap your hands around a supple leather steering wheel. Just remember to be careful, because if you a break it you bought it.

Monday, September 22, 2008

More Annoying than Speed Bumps

Experiential campaigns usually involve a product spokesperson at some wine and cheese event, but Honda decided to skip the spokesmodel and instead dig grooves into highway asphalt. The groves in the payment play the William Tell Overture when motorists drive over the stretch of highway, which is what you expect for a Honda Civic campaign or so someone at Honda thought who conceived this breakthrough idea.

Well the Lancaster, CA residents didn't find the idea very compelling as they convinced the county to pave over the stretch. "One says the road music sounds like a high-pitched drone. Another says it keeps him and his wife up at night." Personally, I can't find these so called 'neighbors' when viewing the video and knowing what I know of Lancaster, CA. It's a desert with not a house in sight in the video. Must be quite an echo out there in the vast wasteland of sand and well more sand. more.