Tag: buzz marketing
How can trade associations, societies and NGOs leverage on Public Relations (PR) to get the word out there? What strategies can they apply to “build buzz”?
As Vice Chairman of the Association of Singapore Attractions (ASA), one of my jobs is to increase the visibility of the association and establish it as an industry leader. Thanks to an invitation from MCI Singapore, I learned a few new tricks relevant to my association while refreshing my knowledge of the discipline.
Thanks to June, Tiffany and Laura of the Coca-Cola Singapore team, I was invited to the cosy 126th birthday party for Coca-Cola held at the Dallas Restaurant and Bar at Boat Quay. As a marketer and a publicist, I’ve always admired how the world’s largest beverage company continually reinvented its flagship Coca-Cola brand despite having such a long heritage. It was fascinating to see how the brand associates itself with values such as fun, happiness and enjoyment through activities that resonate with its customers.
At the thematic party adorned with Coca-Cola’s unmistakeable reds and whites, I learned how the company continually innovated its marketing and PR efforts. Other than traditional advertising on mainstream channels, Coke experimented successfully with guerrilla marketing, emotional marketing, buzz and viral marketing, co-branding, sponsorship (Coke has sponsored the Olympics movement for 84 years in total!) as well as immersive experience rich events and showcases (such as the party itself). The company further embraced its role as a corporate citizen by sponsoring and encouraging sustainable and civic-minded practices such as recycling and caring for the less fortunate.
Everybody talked about the shirtless Abercrombie & Fitch greeters in 2011 (Courtesy of A&F)
Let’s talk about sex in advertising – one of the longest running meme in the history of ads.
Time and time again, the topic has ignited heated discussion amongst marketers, manufacturers and moralists alike.
Does sex sell? Would a sexy ad have a better chance of grabbing the attention of one’s target audience? Or will it just be too “been there, done that” to have any effect?
Every once in a while, you come across a marketing idea so radical that you simply have to talk about it. That honour today belongs to airline company KLM and its effort in creating the highest party in the world where a DJ gets to spin music 35,000 feet in the air.
What’s cool about this effort is that it came about from a bet between KLM and two DJs/creative producers – Sied van Riel and Wilco Jung – to organise a party on board a plane for the very first time. I like how it weaves in online channels (like a blog, website, and online radio station) with a grand idea of a party for those who have the time, money and energy.