{"id":747,"date":"2012-10-19T02:37:07","date_gmt":"2012-10-18T19:37:07","guid":{"rendered":"http:\/\/fortuneindo.asikwap.com\/?p=747"},"modified":"2012-10-19T02:37:07","modified_gmt":"2012-10-18T19:37:07","slug":"the-art-of-getting-attention-crazy-marketing-ideas-that-worked","status":"publish","type":"post","link":"https:\/\/foru.co.id\/id\/blog\/2012\/10\/19\/the-art-of-getting-attention-crazy-marketing-ideas-that-worked\/","title":{"rendered":"The Art of Getting Attention – Crazy Marketing Ideas that Worked"},"content":{"rendered":"

\"target\"<\/a>TARGET LIGHTSHOW<\/span><\/b><\/p>\n

Objective:\u00a0Promote the 2010 fall and holiday season apparel lines and gain attention from the fashion set during New York’s Fashion Week.
\nPayoff:\u00a03,000 people on street level; 12.6 million Google hits from the event.<\/span>
\nSeeking to turn heads at New York’s fall Fashion Week, Target rented street-facing rooms in Manhattan’s\u00a0Standard Hotel\u00a0in the fashionable Meatpacking District. At sundown, the lights went up. Throwing open the rooms’ white curtains, 66 dancers dressed in day-glo suits wriggled and writhed to a score by DJ Sam Spiegel while the a light show cycled through a spectrum of color combos — a\u00a0Close Encounters-like light show reinterpreted for Gen-Y.<\/span>
\nTarget installed bleachers on Little West 12th Street to provide seating for some of the 3,000 to 5,000 onlookers, invited celebrities to jazz things up, and Web-casted,\u00a0video-recorded, and photographed the event for maximum media and social media exposure.<\/span><\/p>\n

\"germanwings\"<\/a>GERMANWINGS “PLANEMOB”<\/strong><\/span><\/p>\n

Objective:\u00a0Generate awareness of Germanwings’ cheap airfares via viral content.
\nPayoff:\u00a0Almost 400,000 YouTube views.<\/span>
\nDiscount European air carrier Germanwings demonstrated how a few people with Flip cameras can produce a\u00a0viral online video ad\u00a0to great effect.<\/span>
\nPassengers, planted by Germanwings, crammed into coach seats on discount competitor Ryanair’s flight in April 2010. Ryanair, while known for its cheap flights within Europe, is also notorious for charging passengers to use the rest room. As passengers settled into their Ryanair flight, cardboard signs started popping up. “I hate this ‘choose your seat’ thing!” reads one loosely translated sign. “Look\u00a0out the window; at least that’s free!” reads another. Germanwings’ passengers recorded the goings on as the last sign flashed, “Next time, let’s just fly Germanwings.”<\/span>
\nA quick, inexpensive advertisement, all for the cost of a few (cheap) Ryannair plane tickets and a Flip camera.<\/span>
\n <\/p>\n

“MONTH AT THE MUSEUM” CONTEST<\/span><\/strong><\/p>\n

Objective:<\/span><\/b>Attract young, Web-savvy fans to the Museum of Science and Industry, Chicago.
\n<\/span>Payoff:<\/span><\/b>Local and national media exposure; record traffic to the museum’s website.<\/span><\/p>\n

In July 2010, Chicago’s\u00a0Museum of Science and Industry, seeking to pep up its image and drive patronage, promised one person the chance to spend a “Month at the Museum” — as in, actually live there in a hotel-style room. The winner of the contest would then become a social media machine, Twittering, Facebooking, YouTubing and Flickering about the experience, earning $10,000 for the effort.<\/span>
\nThe museum expected a few hundred entries, which included essays and videos. It received more than 1,500 from all over the world. The process of\u00a0selecting the winner\u00a0engaged more than 400 blogs, almost doubled the museum’s\u00a0Facebook\u00a0fan base, and drew in local TV and radio, along with ABC’s “Good Morning America” and other national news and entertainment shows. The contest was so successful,\u00a0a\u00a0second one<\/a> is underway.<\/span>
\n <\/p>\n

MINI’S CHALLENGE TO PORSCHE<\/span><\/strong><\/p>\n

Objective:<\/span><\/b>Generate customer engagement.
\n<\/span>Payoff:<\/span><\/b>YouTube views in the six figures; MINI talked about in the same breath as Porsche.<\/span>
\n<\/span>Unforeseen payoff for a competitor:<\/span><\/b>Carmaker Hyundai jumped in on the game.<\/span><\/p>\n

MINI has never been big on TV advertising. The British automaker, owned by BMW, broke into the U.S. market a decade ago entirely via guerilla marketing. In Spring 2010, MINI chief James McDowell appeared in a\u00a0YouTube video\u00a0challenging Porsche North America to a race (Porsche turned MINI down).<\/span>
\nThe video, which appeared on YouTube as well as Mini’s website, was shot with Flip cameras, then circulated to leading auto industry bloggers, who wrote about the stunt.<\/span>
\nAnd, in the wide-open world of guerrilla marketing, a third auto company, Hyundai, decided to join in the good-natured one-upmanship, creating its own\u00a0video\u00a0challenging MINI to a race. Hyundai’s ballsy effort earned more than 50,000 views and engaged the attention of the auto industry media, some of whom saw Hyundai as the cleverest marketer of the three.<\/span>
\n <\/p>\n

\"globalwarming\"<\/a>GLOBAL WARMING AWARENESS CAMPAIGN<\/strong><\/span><\/p>\n

Objective:<\/span><\/b>Bring attention to the issue of global warming.<\/span>
\n<\/span>Payoff:<\/span><\/b>Coverage in hundreds of blogs and news media outlets.<\/span><\/p>\n

Small businesses can take a lesson from nonprofits and advocacy groups, which often make up for small marketing budgets by creating offbeat campaigns.<\/span>
\nThe city of Vancouver got a dose of global warming reality when\u00a0Offsetters, a Canadian organization that advises companies and individuals on how to\u00a0offset\u00a0carbon emissions, hung life rafts off the sides of buildings, set up manned lifeguard stands in city parks with “Lifeguard On Duty” signs, and strapped life jackets under park benches with advisory signs for passersby.<\/span>
\nThe point: That global warming, unchecked, will flood coastal cities. The execution didn’t cost much, but created high shock value that got the attention of local and national media. And the idea was completely tied into the mission of the organization.<\/span>
\n <\/p>\n

\"zoo\"<\/a>COPENHAGEN ZOO BUS ADS<\/strong><\/span><\/p>\n

Objective:\u00a0Drive patronage to the zoo for a special exhibit without relying too heavily on expensive TV, radio, and outdoor advertising.
\nPayoff:\u00a0Attendance surpassed projections by 30 percent.<\/span>
\nThe\u00a0Copenhagen Zoo\u00a0wanted to promote its new reptile exhibit and drive ticket sales. Take out some ads, right? Or, the zoo’s marketing office could employ the creative capability of graphic printers by using giant wraps. Shrink-wrapped city buses in Copenhagen gave the impression that they were being squeezed by a giant boa constrictor.<\/span>
\nWorking with city transit authorities on clever schemes like this to turn buses and subway\u00a0cars<\/a> into rolling message boards is easily done these days, especially as many cities are looking for new sources of revenue. And an ad that moves around the city all day will be seen by everyone in town.<\/span>
\n <\/p>\n

\"airguitar\"<\/a>FREE AIR GUITAR GIVEAWAY<\/strong><\/span><\/p>\n

Objective:\u00a0Launch a new local radio station with a low-cost campaign to engage young social media users.
\nPayoff:\u00a0Wide distribution of photos on social media sites and mention on local blogs.<\/span>
\nRadio stations have long been known for doing live, on-location shows at beaches, shopping malls, and car shows as a way to be more visible. But when launching a new station,\u00a0FM 96.3\u00a0in Glasgow, Scotland, showed how far a few dollars and a creative idea can go to help gain attention.<\/span>
\nThe station set up empty guitar racks around the city with a sign reading: “Free Air Guitar. Take One.” It was clever enough to get noticed. It was also an idea that was very much in keeping with the spirit of a rock station and its listeners who might be given over to air-guitar solos in the privacy of their own bedrooms.<\/span>
\nPhotos of the racks popped up in the local newspaper, on blogs, and social media pages, along with numerous comments mentioning how they would have to check out the new station.<\/span>
\n <\/p>\n

Source: \u00a0allbusiness.com<\/p>\n

\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

TARGET LIGHTSHOW Objective:\u00a0Promote the 2010 fall and holiday season apparel lines and gain attention from the fashion set during New York’s Fashion Week. Payoff:\u00a03,000 people on street level; 12.6 million Google hits from the event. Seeking to turn heads at New York’s fall Fashion Week, Target rented street-facing rooms in Manhattan’s\u00a0Standard Hotel\u00a0in the fashionable Meatpacking […]<\/p>\n","protected":false},"author":6,"featured_media":3743,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[92],"tags":[595,596,597,598,599,600,601,602,603,604],"class_list":["post-747","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-apparel-lines","tag-cheap-airfares","tag-coach-seats","tag-day-glo","tag-fall-fashion","tag-fashion-week","tag-flights-within-europe","tag-ryanair-flight","tag-sam-spiegel","tag-youtube"],"acf":[],"_links":{"self":[{"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/posts\/747"}],"collection":[{"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/comments?post=747"}],"version-history":[{"count":0,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/posts\/747\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/media\/3743"}],"wp:attachment":[{"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/media?parent=747"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/categories?post=747"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/foru.co.id\/id\/wp-json\/wp\/v2\/tags?post=747"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}