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Trend: Action Advertising
Written By Josefine Koehn on Thursday, March 15, 2007 at 2:43 AM | In Marketing, USA
To put their advertisements into action, companies use unusual and crazy methods to deliver their marketing message.
Trend Description:
For Action Advertising, the journey is the reward, meaning that the delivery of the marketing message is equally if not more important than the message itself. If people remember how they got the message, they probably will not forget the message itself. Companies are coming up with all kinds of new, crazy ideas to deliver the promotion of new products, services and ideas.
Cases
Microsoft Aerial Software Drop
To promote its new software Quickbooks, Microsoft dropped little parachute packages, including a CD with the software, over the town of Willow Springs, Illinois. The “software from the sky†generated quite some coverage on YouTube. Although some YouTube users thought the whole thing was fake, the campaign was pretty successful. Along with the aerial package, the new accounting software was also promoted by the competition “Idea winsâ€. On IDEAWINS.com Microsoft invites people to download Office Accounting Express 2007 for free and to enter a great business idea. The best idea will win free retail space in NYC and $100,000 to get started. Of course, the parachutes also directed their finders to the website IDEAWINS.Evergreen Guerilla Gardening
Evergreen is a non-profit environmental campaign. To promote its message “Imagine your city with nature†they came up with some inspirational ideas. Adrants featured some magazine advertisements, which let readers decorate suburbs and city streets with nature stickers. In another campaign evergreen let oxygen masks “grow†from trees. Their website also features further ideas, like guerilla gardening, encouraging ordinary citizens to pick up a shovel in order to reclaim public space for mother nature, and “sowing seeds of revolutionâ€.
Trend Impact:
There is print, TV, radio and the Internet, in short: there is a limit on how to present the promotion of a product. But still advertisers are coming up with new ideas to generate buzz. The best thing about getting some action into the delivery of your marketing message is: the better the action the better the buzz and the message will spread virally…
YouTube: Microsoft parachutes rain over my town
YouTube: Willow Springs Press Footage
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