I’m not afraid to admit it: I have a folder on Instagram where all of my favorite ads, marketing campaigns, and PR-related posts are saved. As I’ve come across them on my feed, I often ask myself: “why did this catch my eye? What’s effective about it?” These are good questions to ask when working in the advertising and PR world.
Although I’m sure this list will change as new campaigns develop over the next few months, here are four marketing/PR campaigns that have definitely caught my eye!
As a part of Amazon’s Emmy campaign for its hit show, “The Marvelous Mrs. Maisel,” (set in the 1950s) 30 businesses in L.A. traveled back in time. Salons, restaurants, candy stores, movie theaters, and, you guessed it…GAS STATIONS sold their products at ’50s prices for an entire day on August 15th, 2019.
“In honor of the show’s 1959 setting, Cafe ’50s is doubling down on its bygone ambience — and doubling its staff — in order to serve authentic 30-cent malts (usually around $6) to Maisel Day customers. The retro diner on Santa Monica Boulevard already features era-defining decor, including a working payphone, a 1957 jukebox and a 1959 Chevy Bel Air.” -L.A. Times
The participating businesses dressed the part, too. 1950s dresses, vintage waiter outfits, plus retro music playing in most stores added to the 50s vibe. Although the campaign was largely successful in promoting the show and its Emmy nomination, the biggest setback was when L.A. police were forced to shut down the Maisel gas promo (gas for 30 cents a gallon, up to 20 gallons) when it led to an overload of traffic.
Eggo’s Partnership with Stranger Things
If you’ve seen Stranger Things, you know that the beloved character Eleven has a thing for Eggos. After the first season of ST premiered on Netflix, fans began associating Eggos with the show, even buying their own Eggo waffles for costumes or Stranger Things-themed parties.
As the release of season 2 approached in October 2017, Eggo launched a series of experimental marketing campaigns across social media. According to A.List, “One such campaign is a menu of Eggo waffle recipes to pair with each episode of Season Two. An Eggo food truck arrived at the Season Two premiere in LA, where attendees and fans could sample the promoted recipes.”
Eggo didn’t stop there. With the release of the much-anticipated season three of Stranger Things this July, they rolled out ’80s-style ads. Back in June, Eggo’s social media channels overflowed with mysterious Eggo billboard ads, “which appear to be straight out of the 1980s, making strange appearances in towns named Hawkins across Arkansas, Arizona, Idaho, Maine, Michigan, Texas, Wisconsin and more,” said The Drum. In addition, Eggo’s Instagram led users on a wild “Easter Eggo Hunt,” navigating them through a variety of Stranger Things-themed clues.
Every 27 years, the evil clown known as IT awakens. 2017 marked 27 years since the release of the first IT movie in 1990. The 2017 remake, starring Bill Skarsgård as Pennywise the clown, was marketed in an incredibly creepy, genius way. The guerrilla marketing campaign* was the appearance of mysterious red balloons tied to sewer grates in the streets of Sydney, Australia. Below each balloon in eerie white chalk are the words: “It is closer than you think. #ITMovie in cinemas September 7.”
Guerilla marketing: “innovative, unconventional, and low-cost marketing techniques aimed at obtaining maximum exposure for a product.”
Sparkloft Media, a social media/advertising agency in Portland, produced one of my absolute favorite campaigns last year. Blossom Brothers, an artisan wine spritzers company, partnered with Sparkloft to promote and celebrate their packaging relaunch. Through a series of product photos, each stylized pic tells a unique story.
“Pairing a life-size can with miniature props gives viewers context into when and where they should crack open a can of Blossom Brothers. We paired each flavor of wine spritzer with a mini usage occasion to tell a narrative of when you might enjoy each flavor. A tiny backyard barbecue, mini camping trip, or pocket-sized pool party are all perfect places for this summer sipper. This creative was produced as a direct social translation of the point of sale campaign to celebrate the grab-ability of the can, and the moments where the excitement begins.” –Sparkloft
Not only are the photos visually appealing, but the message behind each photo is clever while speaking to the brand and its niche.
Stay tuned for more of the AM:PM PR Team’s ad/marketing campaign picks.
What are some of your favorite advertising and marketing campaigns? Tweet me!