It's simple enough. You've changed your company name, rebranded yourself, and now want to get the word out. You want to get people's attention, get them talking among themselves about your company. What do you do?
If you're Grasshopper, a company that provides toll-free telephone numbers for small businesses, you spend two months compiling a list of 5,000 luminaries that included celebrities, TV anchors, bloggers, journalists, and CEOs. Then, you FedEx them all a package of chocolate-covered grasshoppers, with a promotional message and a link to a YouTube.
Bioterrorism? Hardly ... but definitely of form of viral marketing. The innovative campaign that blended traditional advertising with social media managed to generate news, videos, blogs, photos, and tweets. A quick look at the numbers:
Oh, and did I mention some of the people who received the suggestive snacks videoed themselves eating the chocolate-covered grasshoppers and uploaded them to YouTube? User-generated content at its best. Read more...
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