With the continuing popularity of social media and networking sites, it is becoming easier for businesses to reach their target market through selective advertising. However it can be difficult for businesses to create an effective multi-platform campaign that is consistent across all platforms but can also be altered to fit in with the differences in each site e.g. Twitter and Facebook.
We have seen several examples of multi-platform marketing campaigns recently that have been completely unique to the company’s brand. We’ve picked out our top 3 examples:
Three Stop Holiday Spam
Jumping onto the intense selfie bandwagon, Three has innovatively designed a leaflet that informs you about a “disorder” called TSD or Travel Selfie Disorder. Upon first glance it appears to be an average health leaflet, but on further inspection it states humorous symptoms and treatments, such as “Chronic Duck Face (CDF)” and “stiff-arm”. It all started out with a seemingly genuine apology advert, where they take a completely different turn and mention things like “the urge to take holiday snaps” and “hashtag no filters”. However, they have taken it one step further by creating a separate website titled the “Holiday Spam Crisis Centre”, which on the outside appears to be a normal news site, where they update their news feed regularly with “real” stats concerning holiday spams among other unique topics. These campaigns follow the popular trends carried out by teens, whilst also intriguing them to use their service.
Compare the Meerkat
No one would have thought that an animated meerkat slurring “Simples”, with a peculiar Russian accent, would grace the presence of our TV screens at any given moment. Alexendr Orlov is now the “face” of popular price comparison site Compare the Market and has now captured the heart of millions. They have gone the extra mile and have created a completely separate website, where you can actually compare meerkats in a game titled “Compareamabob”. This is a cleverly designed gimmick that regularly interacts with its audience, through Orlov’s Facebook and Twitter accounts - thus now boosting their previously low teen demographic. For every purchase of insurance a customer makes through their website, they will receive their own furry friend. This ad has increased sales dramatically and Compare the Market now sits comfortably as the fourth most popular UK price comparison site.
Lynx has launched their £9m “Make love not war” campaign in January 2014; to not only raise awareness for their “Peace One Day” project, but to also cunningly promote their new deodorant named Lynx Peace. Peace signs were witnessed up and down the country, on platforms like Twitter, using their hashtag #LynxPeace for a contest where the people behind the top 8 snaps were graciously rewarded with an iPhone 5S. This campaign entices viewers to get involved, and encourages them to look up the Peace One Day project - which intends to inspire others to “focus their passions into something positive”. This peace invasion even saw the iconic London Tower Bridge light up with a giant peace sign.
These companies have all gone that one step further to create a memorable campaign that cleverly works on multiple platforms, such as: the television, on the radio and on the internet including on social media sites like Facebook and Twitter. Each company has continued to add to their campaign and we’re looking forward to seeing where they take them next.