[ad_1]
Representative image Did you know that a relatively new marketing tactic is all the rage these days? Let’s call it “prank marketing.” It’s been getting a lot of attention lately, but responsible marketers should approach it with caution.
First, what is prank marketing?
I like to define hoax marketing as a marketing strategy based on (usually) surprising events to play pranks on consumers and create buzz.
Prank marketing isn’t all that new. Until recently, brands mostly played practical jokes on consumers on April Fool’s Day. Most consumers then found it to be a prank. New is for use after April 1st. For example, when making an announcement at the end of the year.
Some call it “gimmick or tactic” rather than strategy. But according to me, a strategy is a plan to get from point A to point B in the shortest time and cost.
So prank marketing can be called a strategy.
Like other buzz marketing tactics (guerrilla marketing, ambush marketing, teaser campaigns, publicity stunts, etc.), prank marketing increases brand awareness, engages brands in conversations, and, when done properly, can be memorable. Become.
However, unlike other buzz marketing tactics, prank marketing is more likely to backfire on consumers if not done properly.
When mischievous marketing can backfire
Anushka Sharma and Puma recently pranked consumers to announce the onboarding of Anushka as a new brand ambassador. Mischief saw them engage in social media battles. Of course, we mocked one.
This didn’t work for everyone. Brand partnerships are expected to be called out and labeled on every social channel.
When a favorite celebrity like Anoushka Sharma publicly voices her anger at brands on her social media channels without mentioning paid partnerships, many assume it’s real (especially with brands). (because the unauthorized use of celebrity photos is unfortunately common).
It felt dishonest and inauthentic for many, both on the celebrity and brand side, to learn later that it was a publicity stunt to create rumors.
If you don’t think about it carefully, you may temporarily have a sense of distrust and a negative image of the brand.
Best example? An April Fool’s Day video from pioneering plant-based meat brand THIS reveals secret footage featuring lab-raised chicken. It was so believable that it raised big questions about its core values ​​and product.
How is Prank Marketing different from other buzz-generating strategies?
credibility: Prank marketing works where it’s mostly believed. Teasers, guerrillas, and ambush marketing don’t require people to believe their claims. They simply need people to be curious.
trigger: Prank marketing includes events (real or fake) or experiences. Remember the 1996 “Taco Bell Buys the Liberty Bell” prank (a symbol of American independence)?
Guerrilla marketing, ambush marketing is usually based on a more physical location (remember those Wall Street bulls wearing GoldToe briefs?)
Mystery Tool: Both use mystery as their main attraction tool, but the mystery in the teaser campaign stems from giving half the information. Prank marketing campaigns stir up mystery through misinformation or disinformation.
For example, in 2019, Alexa launched Audible for Fish, a 3-second audiobook for fish, claiming that research shows that marine life is stimulated by short bursts of sound.
Mystery period: The brand name has always been known since the beginning of the prank. Prank marketing also confesses the truth within hours, or at most days.
Teaser campaigns can run for weeks, with or without a brand name. Adele ran a teaser campaign for her final album 30. Well-known buildings and structures only displayed the number 30 and no other brands or information.
Publicity stunts, on the other hand, can remain shrouded in mystery forever (for example, if a movie is advertised by spreading rumors that the starring pair are dating in real life, then for years afterward, it’s not the same). was true or not, no one knew.
Desired response:
Guerrilla and Ambushes Marketing Campaigns: I Didn’t Know This Brand Was Here”
Teaser marketing campaign: “Just in case, finish the story or tell me the answer”
Prank Campaign: “Is this real? Could this be real?”
Emotions evoked: If your pranks are friendly, fun and warm, they can evoke positive emotions towards your brand. I love WestJet pranks, and every passenger on the airline received a gift they had on their wishlist before boarding.
Another example of a lighthearted prank was Honda’s 2019 Polite horn prank. Apparently, all new models were equipped with “polite horns” rather than the typical jarring ones.
Media used: Pranks Marketing and publicity stunts often use legitimate publications to spread fake news along with social media. Guerrilla, ambushes, and teaser campaigns primarily use social media to spread the word.
Now you know all about hoax marketing and its power to create or destroy your brand image. As a responsible marketer, it’s up to you to use it wisely. Spider-Man said, “With great power comes great responsibility.”
It’s perfectly fine to define brand traits as key campaign objectives. Ultimately, it is possible to communicate your brand’s benefits through other means and use advertising to achieve your brand’s distinctive goals. A good example is probably the Rahul Dravid Cred ad. The company bet on the fact that if the ad piqued enough curiosity in the intended audience, they would search for the product online.
Brand Visage is responsible for the strategic planning, planning and execution of Baidyanath Ayurved’s digital strategy and campaigns, SEO and digital media strategy.
[ad_2]
Source link
