Video Marketing Case-Study
| July 12th, 2008 admin Posted in Social Media Strategies | |
Since we’ve been discussing the importance of using videos as an integral part of your marketing strategies, I thought I’d share a case-study with you. A number of companies have been engaging audiences in activity based marketing to build viral campaigns. We all saw the red Gmail envelope exchange hands all across the globe, didn’t we?
The Heinz ketchup campaign specifically stands out. Here is a summary of what they did:
- They first checked to see where there market was. Youtube had a significant presence of their demographics, so they built a competition for Youtube users.
- They designed the competition perfectly: there was an incentive for the winner ($57,000 cash prize). The competition was to design an ad campaign for Heinz. A win-win for all.
- They got popular bloggers to spread the word.
- They played with the right mental triggers and feelings: association, loyalty, fun, good moments.
- They got smashing responses in thousands of participations. Anticipation and hype kept growing until they finalized the winner (has a link to the winning video as well).
- They finished off with great Ads and an incredible amount of media attention and hype.
- They let those feelings of association translate into brand attributes that those participants feel about Heinz. They got themselves a horde lifetime customers!
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