Cooking up a clever, original marketing campaign isn’t easy. There’s been many marketing fails over the years from sexist ads to catastrophic slip-ups like Heinz hilariously directing viewers to a porn site last year.
In spite of this, we’re focusing on the positive. We’ve rounded up five genius marketing campaigns of 2016 that impressed the world.
Zoosk’s April Fool’s Burrit-OH dating app
Dating app Zoosk launched a newsletter on April Fool’s day, advertising a brand-new project ‘Burrito-OH’, dedicated to matching burrito lovers with their toppings soulmate.
“Today’s daters are more sophisticated than their predecessors,” explained Roger Flanagan, Zoosk software engineer.
“They’re tired of matching on trivial things and are looking for a more meaningful way to connect. We’ve found that way, and that way is burritos.”
The marketing scheme was so successful that due to consumer demand the company kept the app running.
Tasty food videos by Andrew Gauthier
BuzzFeed has amassed more than 62 million Facebook users, colonising our Facebook feeds with its ‘Tasty’ food videos, led by Andrew Gautheir.
The videos are genius in their simplicity, sharing easy-to-make recipes, shot from above that run for 30 seconds to a minute max. The result? Tasty’s five Facebook pages have attracted more than 100 million likes combined. Impressively, the year-old pilot’s net-worth measures up to $10.3 billion, growing to an estimated $12.5 billion in 2017.
Another Round’s genius ad strategy
Another Round describe themselves as “boozy podcast that covers everything from race and gender to squirrels and mangoes.”
The masterminds behind the podcast, Heben Nigatu and Tracy Clayton, found a loop-hole for the current advertisement conundrum where ads help generate profit but often lose the interest of listeners.
Their solution to override dull, boring ads was to add colour, transforming them into hilarious drinking games and pop quizzes. That way pleasing advertisers and their consumer two-fold.
Benefit Cosmetics’ interactive Facebook live videos
Benefit Cosmetics harnessed Facebook’s live feature to broadcast their series of ‘Tipsy Tricks’ every Thursday.
Using this tool the company interacted with viewers, who had the opportunity to ask questions, make requests and take control of the video in live-time. Catering to their audience, the FB page has collected more than five million likes, proving clever strategy delivers seismic results.
‘Big Stig’ returns in Top Gear stunt outside BBC
This marketing campaign sure was ‘Big’. In order to promote Top Gear’s latest series that launched in May, the BBC uncovered a monstrous, 30ft Stig statue outside Broadcasting House.
The BBC then released a video of the Big Stig touring Europe on the backside of a truck – viewers simply couldn’t miss the announcement.
The year still isn’t over and maybe there’s more to come as marketing professionals dig deep for inventive, attention-grabbing campaigns.
Marketers are constantly heightening the stakes as customers become increasingly out of reach in this competitive capitalist climate. Much to our entertainment, this bustling market has resulted in a flux of creativity and innovation that small Aussie businesses should be encouraged to mirror.
Eden Gillespie is a Sydney-based freelancer who writes about politics, travel, media and marketing.
Twitter: @edengillespie | Facebook.com/edengillespiejournalist | Website: medium.com/@edengillespie
Image: BBC Top Gear Facebook page