Getting it right

Event Based Marketing involves sustained engagement and a great degree of planning, conceptualising and implementation of the concepts that are drawn up. Here are four brilliant examples of Event Based Marketing successes.

Event based marketing hinges heavily on customer preferences and changes in customer proclivities when it comes to choices. These preferences are as dynamic as they can get, in that there is a continued perception of internal and external triggers at the consumers’ end that makes them change their choices every now and then.

Relying on major real time changes, these marketing programs have a lot of nuanced demands to make of the marketing organisation. Here are four fantastic campaigns that nailed it:

Pepsi during Fashion Week in 2011: Models and the need to stay slim – need I say more? When the 2011 Fashion Week unfurled, Pepsi hired a journalist and had them accredited with relevant credentials to cover the event. Instead of advertising their product, they just got the journalist to write content, and then amplified it on social channels by relying on social networking, while happily sailing on the “skinny” look campaign that was trending in the world of fashion.

Pizza Hut during Super Bowl: Teaming up with Foursquare during the Super Bowl, the Pizza Giant decided that their users would unlock a badge that would give them an offer, every time they checked into Foursquare with the Super Bowl mentioned, where they’d spend $10 at Pizza hut, to get a discount of $5 at any outlet, when paying with an American Express card. As the day progressed, with the Super Bowl unfurling, the revenue Pizza Hut made was tremendous.

Walgreens’ SoLoMo Foursquare Program: Calling it the Social Local Mobile program with Foursquare, Walgreens got to reach out to their in-store shoppers. Those that checked into a Walgreens location on Foursquare were given a coupon for a special offer – one that could be used instantly by scanning it directly onto the phone.

Pretzel Crisps’ “Social Sampling” Program: The entire process involved building up on Twitter and conversations on twitter to tail customers who were “in need of a snack.” Using that plug, @PretzelCrisps offered to deliver a free product sample, often with a follow-up that encouraged the recipients to share feedback and start conversations about the brand. In the process, Pretzel Crisps garnered over 4.2 million earned media impressions since the launch of the program in July 2010, has gone so far as to deliver over 3,600 free samples to consumers, and the company has seen sales increase up to 87 percent over the previous year.

References

http://blog.hubspot.com/blog/tabid/6307/bid/33696/7-Inspiring-Examples-of-Real-Time-Marketing-in-Action.aspx