Thursday, May 12, 2011

Guerrilla-style campaigns - Inspiration #1


Let me inspire you!

There are so many great examples of how brand managers around the world are experimenting with different media and venues to build brand awareness, drive revenue and traffic. Many of these campaigns use social media, making it interactive with users who then take the idea viral by involving friends on social networks.

I'll post the top ten campaigns that I've found. Some of these require big budgets, but others are very guerrilla and are more an investment of time and creativity.

For many of you who stay up to date on the latest in digital marketing some of these campaigns will likely be familiar. For others, I'm hoping this will be a discovery.
And please, feel free to add your comments or share your favourite campaigns so I can feature them!

Enjoy!


Volkswagen - The Fun Theory, Stockholm Sweden

The Objective:
  • Get more people to drive environmentally friendly cars by making it fun
  • Establish Volkswagon as an environmentally responsible leader in car manufacturing
  • Create awareness and interest in Volkswagen's "BlueAction Technology" which reduces environmental impact without compromising the car's performance.
The Insight:
  • It's easier to change behavior if you make it fun
The Idea:
  • The idea was to "test" the Fun Theory - that you could change human behavior by making things fun, by creating three experiments, “The Piano Stairs,” “World’s Deepest Bin,” and “The Bottle Bank Arcade.” All three experiments were filmed and released on YouTube; you could also go to funtheory.com to learn more about BlueMotion Technologies.
  • Volkswagen also launched The Fun Theory Award, which allowed people to compete with their own ideas. Submissions were judged on how the idea could in a fun way change people's behavior and make a positive impact.
The Results:

  • “The Fun Theory” became a global topic, with articles appearing in all the major Swedish newspapers and other major media outlets throughout the world. It became the most viral campaign in the world with over 20 million views on YouTube, 115,000 sharings on Facebook, over 20,000 Tweets, and 33,000 blogs have written about it worldwide. The Fun Theory website received over 1.7 million visitors, 10,000 fans on Facebook, and 10,000 subscribers on YouTube. The Fun Theory contest received 700 user-generated initiatives from 35 different countries.
  • As a result, Volkswagen has become the most popular eco car in Sweden, selling 4% more green cars than they sold the year before, and exceeded their sales target by 50%.
The Work:



Bottle Bank Arcade



Piano Stairs


The World's Deepest Bin


The Fun Theory Award Winner - The Speed Camera Lottery

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