In 2018 it’s safe to say that American culture more than ever, accepts the behavior, imagery and language that was once considered taboo in the past. Brand marketing strategies are following suit with increasingly provocative brand content and marketing campaigns. Shock and Awe Stunts and Marketing Campaigns can be an awesome way to convey a brand message in a way that generates more earned impressions. Here are 5 things to consider when it comes to creating shock and awe stunts and marketing campaigns.
1.) Can your existing brand advocates and customers handle the campaign?
Make sure you’re not being destructive on your journey to gaining new customers. The last thing you want to do is lose supporters for your brand because you offended them. Make sure to take a good, honest look at your customers and try to better understand how they’d react to what you’re doing.
2.) Make sure the campaign fits your brand message
Make sure the campaign fits your brand message and never underestimate the intelligence of your customers, when companies create controversy, it can wear thing with people who see this as out of character for your brand. In today’s marketing landscape the last thing you want to be known for is lacking authenticity.
3.) Does it add value to a larger discussion or is it for the sake of attention?
Does your campaign add value to the larger discussion in the community or are you simply doing this for the sake of attention? It’s important not to come off inauthentic and to add value to consumers. Check out this fully decked out school bus XBox sent to pick up attendees at e3 with a life-sized smashed mutant that took over the bus’s grill. The interior was equipped with over the top Sunset Overdrive character hosts and OverCharge Delirium energy drinks, straight from the Sunset Overdrive game.
4.) Does it inspire your customers to act? How?
How does your shock and awe marketing stunt inspire consumers to act? Make sure you’ve integrated some form of urgency into your campaign for maximum effectiveness. Check out this giant skate barge Nike SB created for Go Skate Day.
5.) Does it invoke desire to share with others?
Check out this giant breakfast party that Nutella hosted on the Santa Monica Pier. Just imagine going out for a stroll and coming across this. You’d be in for one heck of a sharable moment.
If your brand favors content with a edge and you’ve got a plan that aligns with your core message, this type of shock and awe marketing campaign may just work for you. If you’ve got questions about shock and awe campaigns, engagement marketing or experiential marketing campaigns, contact us today!