Remember the days before digital? The trusty old-school collateral that did the job for generations. Then digital marketing reared its head and billboards turned into Facebook, Yellow Pages upgraded to the digital giant, Google, and YouTube is the cooler older brother of television. These developments have made cutting through the noise increasingly more difficult. For brands equipped enough to react in rare moments of silence, there are generally huge pay-offs. The confectionery brand, Oreo, amongst others, has managed to turn down the volume and curate innovative and memorable campaigns that are now imprinted in marketing history.
Do you still “dunk in the dark”?
When the lights went out at the Super Bowl in 2013, phones lit up! Oreo took centre stage and scored the ultimate touchdown. With a game plan for nearly any ball thrown at them during the Bowl and the ability of quick reflexes, Oreo was ready for anything and could excite people by responding in real-time.
How did they win the game? With a genuine social media strategy. No other campaign could’ve been more relatable in that moment of darkness than scrolling through Twitter and being told by Oreo that, “You can still dunk in the dark”. Well, what else are you going to do in a blackout? Honestly, people loved dunking in the dark! If you didn’t know what an Oreo was before, you did now. The results shined bright as Oreo’s Instagram followers increased by 34,000, Twitter by 8,000 followers, and over 16,000 users posting their own “Dunk in the Dark” related photos.
It doesn’t matter which teams played in the Super Bowl that day, Oreo won!
Were you called out for ASL research?
Open the floodgates because The ASL association made their mark in the digital arena. Their simple and effective call-to-action had funding for ASL research flooding in with the help of millions of waterlogged people. As if we could ever forget this viral challenge that soaked our social media. Did you get nominated for a drenching as part of the ASL ice bucket challenge?
Everyone wanted to jump in on this social cause, even without a nomination. This powerful and catchy digital campaign amplified the awareness and support by tapping into people’s egos and, of course, FOMO. But, you know what, the fad was all for a good cause. The ASL association were swimming in donations of up to $31.5 million, compared to $1.9 million for the same time period the year before!
What do you need to take away from this? It’s time to ensure you have a thought-out digital marketing strategy to make your brand known. Be clear, creative, and catchy! Don’t forget, you’re talking to people, after all.
If you have ideas that you want to turn into results, come and chat with us to discuss what you’re wanting to achieve. At Chilli, we enjoy becoming an extension of our client’s teams, and it all starts with a coffee! Book your discovery session today.
