We would like to expand on the idea of marketing as a form of storytelling. We introduced this idea on Tuesday by showing how two giant brands have cooperated to create one of our favourite’s April Fools Prank of 2014.
We were delighted to see the launch of Google’s new contest ad, which was released on March 31st via their Youtube channel:
In brief, Google promised the position of Pokemon master within their organization, to the winner of the contest who would have to capture all 150 Pokemon by traveling the world.
Combining their Google Maps platform and augmented reality in a sleek video, Google tapped right into their Millennials target market with the hope of attracting individuals to their career page. Even though Google is likely not in need of new applicants, the video has the advantage of showing us their products (phones, google maps, etc.) in a creative and engaging way, and has people spending time using the application, to find each monster dispersed across the globe.
The 14 million + views in 10 days is a quick indicator of the video’s virality.
Any Pokemon passionate would be thrilled by such a promotional message (the nostalgia factor kicks in for any 20 yrs old who grew up with the dream of catching them all), but the quality of the video also makes it a must-see for non-aficionados…
Marketers are always pushing the limits in term of media and creativity, and here is a brilliant example of a company using owned medias (youtube + google maps) to diffuse its own content. With the expansion of digital marketing, advertisers are trying to find new ways to leverage the infinite promotional opportunities available. A great way to do this is by using personally managed platforms (owned media) at no external cost, to create shareable content that could have a snowball effect and end up reaching an audience size that can’t be bought (user spread = earned media). Earned media representations the future of marketing, but it requires creativity and out-of-the-box ideas to stimulate demanding customers, who are constantly bombarded by thousands of promotional message
What do you think of the contest? What is the future of paid media? Let us know your thoughts on this cool promotion!
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