Buzz Marketing |
 Word of Mouth marketing or Buzz Marketing aims to get people talking about your product through their peers, trendsetters or various technology mediums.
Buzz can be created by injecting positive “buzz” into conversations directly and by creating clever and sometimes witty campaigns that get the attention of early adopters who spread the message on your behalf. Facebook.com, myspace.com and youtube.com have all used buzz marketing by merging it with social networking to create mass appeal. Create a whopping high profile interactive that slapping your audience right between the eyes and gets them excited and GETS THEM TALKING, texting and blogging about you and the fantastic thing you've just done, sweeping them up in the hype and making your brand part of there personal conversations. People will perk up and listen, because a friend told a friend! Your brand and the words 'amazing', 'wow', and 'out of this world' are now being used in the same sentence. You officially rock! We create carefully considered buzz marketing campaigns and use various research methods to ensure a successful campaign. BRILLIANT EXAMPLE NO1 Half.com convinced a town called Halfway in Oregon to rename itself half.com - creating the first dot.com city in America. Time magazine dubbed the event "the greatest publicity stunt in history". Results? Within days the website generated 40 million hits and then they sold it. For how much? A mere $300 million. BRILLIANT EXAMPLE NO2 Nike created a city wide buzz in Pittsburgh by positioning itself at the heat of baseball culture just in time for a big team arriving in town. They warned residents of high velocity long balls flying across the town on radio, bus stops ads, street teams and via a raving town lunatic. Nike's activity became the talk of the town. Results? Why the entire line of Nike baseball clothing sold out citywide, of course! BRILLIANT EXAMPLE NO3 Polariod (Influencer Campaign) chuffed as they were with the news Outkast had released a new song with the lyrics "Shake it like a Polariod Picture", gave the band a bunch of cameras to use at the Grammy Award ceremony. The band used the cameras on stage and handed the pictures around a whoooole heap of celebrities at the after show party. The Polariod experience was all over the tabloids the next day. Result? Brand awareness surged by 58% and sales increased by 90%. BRILLIANT EXAMPLE NO4 Dove did it! Dove held talks at various existing social groups about their latest Summer Glow tanning moisturiser product inviting interaction and sampling. Key Dove lovers were identified as they were often conversation starters (known as connectors) and openly enthusiastic about the brand. These key participants became the customer evangelists who were given goody bags to share with friends and family to promote the product. The Result? Additional coverage at home as the connectors spoke to family and friends in their own home environment making a positive impact on sales after the activity. |
Work in the Field
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Example Activity: Chewits |
The news that one of the more famous names in the sweetie market – Chewits – is set to expand its range with the introduction of three new variants was met with some interest here at Hotcow. As you by now know, we like to play around with concepts and hypothetical proposals – it tends to keep the mind fresh - and this broadening of Chewits’ market has had us thinking through an idea for a campaign. |
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Exhibitions |
| Stand out from the crowd, do something a little different to make a big impact. |
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