Marketing is an ever-changing field, with new strategies and tactics emerging all the time, particularly in the lightspeed years following the pandemic. In today's highly competitive business landscape, traditional marketing techniques are no longer enough to capture the attention of consumers. Brands and agencies are turning to unconventional marketing campaigns to stand out from the crowd and create a lasting impression on their target audience.
From viral social media campaigns to interactive experiential events, unconventional marketing is becoming increasingly popular with those looking to make a splash without spending much money. So, let’s explore some of the most innovative and successful campaigns of recent years and discuss why they were so effective in capturing the attention of consumers.
The IKEA Sleepover
In 2019, IKEA Australia launched an innovative marketing campaign that invited customers to spend the night in one of their stores. The "IKEA Sleepover" allowed participants to enjoy a sleepover in a furnished bedroom, complete with a comfortable bed, pillows, and linens. The event was marketed primarily through social media, with interested parties encouraged to apply by sharing a photo or video of themselves explaining why they deserved to spend the night in an IKEA store.
The campaign was a huge success, generating a significant amount of media coverage and social media buzz. It also provided IKEA with an opportunity to showcase their products and services in a unique and engaging way, while also strengthening their relationship with customers.
KFC's "FCK" Ad
In 2018, KFC found itself in a bit of hot water when it experienced a chicken shortage that forced the closure of many of its UK locations. Rather than issuing a typical corporate apology, KFC instead released a full-page ad in several newspapers with the headline "FCK."
The ad featured an image of a KFC bucket with the letters rearranged to spell out the profanity, along with a message that apologized for the inconvenience and promised to "get back to delivering our chicken as soon as we can." The unconventional approach to crisis management was widely praised for its honesty and humour, and helped to mitigate some of the negative publicity that KFC had been receiving at the time.
The ALS Ice Bucket Challenge
In 2014, the ALS Association launched the Ice Bucket Challenge, a viral marketing campaign that raised over $115 million for ALS research. The challenge involved people dumping buckets of ice water over their heads and challenging others to do the same, while also making a donation to the ALS Association.
The campaign quickly went viral, with celebrities and public figures taking part and sharing their experiences on social media. The challenge helped to raise awareness for ALS, a disease that had previously received relatively little attention, while also showcasing the power of social media to drive fundraising efforts.
The Whopper Detour
In 2018, Burger King launched the Whopper Detour, a mobile app that offered customers a one-cent Whopper if they ordered it while they were within 600 feet of a McDonald's restaurant. The campaign was designed to drive traffic to Burger King locations and encourage customers to try their signature burger.
The Whopper Detour was a huge success, with the app reaching the top of the app store rankings and generating a significant amount of buzz on social media. It also helped to position Burger King as a brand that was willing to take risks and experiment with unconventional marketing strategies.
Netflix's After Life Benches Campaign
In 2019, Netflix launched a unique marketing campaign to promote its new series, "After Life," starring Ricky Gervais. The campaign involved placing several benches in public areas around the US and the UK that featured quotes from the show's main character, Tony, about his struggles with grief and depression. The benches were designed to look weathered and worn, with the show's title and Netflix logo etched into the wood.
The After Life Benches Campaign was a clever and subtle way for Netflix to promote the show's themes and generate buzz without resorting to traditional advertising methods. It also provided a unique and memorable experience for those who encountered the benches in public and helped to create a strong emotional connection between viewers and the show.
The Pizza Pizza Dip Roller
In 2020, Pizza Pizza, a Canadian pizza chain, launched a new product called the Dip Roller - pizza dough rolled up with cheese and dip inside. To promote the new item, Pizza Pizza created a social media campaign that involved influencers posting videos of themselves trying the Dip Roller for the first time. However, the catch was that the Dip Roller was delivered to the influencers in a mysterious black box that they had to unlock with a special code the influencers had to solve via a series of puzzles and clues.
The Dip Roller campaign is a great example of how brands can use social media and gamification to engage with their audience in a unique and memorable way. By creating a sense of mystery and challenge, Pizza Pizza was able to create excitement around their new product and encourage people to participate in the campaign.
Have I managed to miss any uniquely unconventional campaigns? Feel free to mention them in the comments below. The more the merrier!
