So, it seems this whole Internet fad is here to stay. And, as a result, digital advertising has exploded in the past decade. Between social media, content marketing, mobile advertising, and everything in between, the digital advertising landscape has dramatically changed. But with this influx of new marketing campaigns delivered online, it’s becoming more difficult to stand out. So how is it done? Let’s step into the Lab and dissect a couple of successfully unique ad campaigns that recently caught my eye.
Jameson on Facebook & Instagram
This past St. Patrick’s Day, Jameson took Facebook and Instagram video advertising to a new level. Jameson’s agency, 360i, collaborated with Facebook’s ad team to launch a three-dimensional sponsored video. What can we learn from this innovative advertisement? Find out with me as I dissect their technique.
With the first incision, it’s clear that one of the biggest success factors of this campaign is its use of a new kind of visual. They created the first 3-D video on Facebook, bringing a wow factor. People are easily intrigued by something they have never seen before. We become curious about how it works, thus having the desire to look at it for a longer period of time.
As we pull back more layers of our specimen, we see that the video also offers perceived interactivity. Although a viewer cannot actually grab the shot glass being slid in their direction, the 3-D affect makes it feel that way. The more an audience is able to interact with an advertisement or product, the more memorable it becomes.
Jameson has also launched the first hyper-targeted Facebook campaign. In an effort to reach a relevant audience, Jameson can send notifications to consumers based on their proximity to a specific bar. This technology is intriguing enough, but Jameson is using it in an ingenious way. When the campaign targets someone, it sends them a picture of Jameson placed in a recognizable location in their town or city. By doing this, the company is taking advantage of consumers’ love of visuals and creating content that is personally relevant.
3M and Banner Ads
With the bombardment of ads that we face every day, you may be thinking, how can a banner ad be anything but an annoyance. Well, 3M worked with Proximity Russia to create an interactive banner ad for Post-it Notes. They call it “The Banner That Makes You Like Banners.” Let’s begin our next dissection to find out why.
Using retargeting technology, 3M created a banner that allows users to write notes to themselves on a Post-it. This campaign does not just promote perceived interactivity; it allows consumers to utilize the banner to store personal notes and messages. Again, the more a consumer interacts with a product, the more memorable it becomes. As we cut a little deeper, we see that the company is creating a solution for consumers rather than pushing a sale. The more consumers use this tool, the more Post-it will become a relevant product.
These two campaigns are great examples of innovation in the field of digital marketing. They both make use of intriguing visuals and incorporate vital marketing components to attract today’s consumer. Jameson’s use of specifically targeted content relevant to the consumer enables their audience to have a more personal connection with their product. 3M used their campaign to repurpose a pre-existing advertising technology as a useful tool. The interactivity of the tool allows users to create a customized product experience. Learn more about these campaigns by following the source links below.
Thank you for joining me in the Lab! I would love to hear about digital marketing campaigns that have inspired you. Share your marketing experience in the comments below.
