When was the last time you saw a brilliant marketing campaign? How about a not-so-brilliant one? I’ve seen a few around Seattle that fit each category.
First Aid Shot Therapy
No one likes a migraine, or even a hangover. First Aid Shot Therapy have a new treatment and a very innovative way to get the word out – while concurrently creating brand evangelists. If you live in Seattle or Boston and tweet about your migraine, hangover or just a headache you’re likely to get a response offering a sample pack of their new medication delivered to you, that day, for free.
The package is rather impressive too. It has samples of their headache remedy, and their stomach relief treatment. You can see the gorgeous box, filled with the medical background on their new treatments. Apologies for the missing one. I had a migraine.
I love their use of real-time marketing and it’s really not that hard to do. Many social media management platforms allow you to set up keyword searches within a specific geographic area. That’ll pull in your data set, then you have their profiles (and maybe Klout score) to qualify who should be approached. First Aid Shot Therapy asked for addresses via direct message, offering privacy but also increasing follower counts. Both parties need to be following each other to direct message on Twitter. The end result was influencers saying this new product is great. Much more valuable than a newspaper ad.
Seattle has always been a little different for marketing campaigns. I don’t think I’ve ever seen agencies advertising jobs on billboards or buses in any other city. Therefore ReadyPulse’s low cost and low-key outdoor marketing campaign shouldn’t have been a surprise. ReadyPulse has a marketing suite (their jargon) that helps you recruit and manage ambassadors and sponsored athletes online. A valuable and important tool, that’s not being offered by many.
I’m assuming it’s part of the Silicon Valley company’s push into Seattle (my jargon), and very creative. They’re taped flyers to power poles in downtown Seattle streets. I’m not sure how far they’ve spread, but I’ve mainly seen them between a major transit spot and South Lake Union, i.e. Amazon and a sea of start-ups. The flyers are too swish to be mistaken for the usual house to rent ads.
Here’s my not-so-brilliant marketing campaign. Apologies for the not-so-brilliant photo. The window was clean and iPhones have great cameras. In hindsight, I’m not sure if this is a bad campaign or just a representation of current society. And not in a positive way. Forever 21, the teen to young adult clothing company has a new Barbie range. My first disgust was that they chose to have a Barbie range when Barbies are being ridiculed as poor role models for young girls. Then I thought of some young 20-something women I know. There is a trend of regressing back to childhood, so maybe this was a genius move and I’m just too old.
What brag-worthy campaigns have you seen recently? Please share in the comments.