Dear Oliver, Stop it. Sincerely- The whole damn GTA
So when HP launched their successful campaign "#BendTheRules in 2014, the world waited to see what they would do next. The campaign wanted to appeal to the younger demographic, and posted multiple videos to show how they were "bending the rules" much like their new laptop, whose keyboard can be fully rotated and detached. They built upon this by reaching out to appreciators of their brand, asking them to reinterpret what bending the rules meant. They utilized a social media platform that was user friendly, was perfect for short and amusing stunts and is extremely appealing to the younger demographic: Vine. To promote it they called on well known Vine stars such as Rob Ayala, using the new phrase "Going Epic".[embed]https://www.youtube.com/watch?v=wv-BdZEPC_A[/embed]
Why is this genius? By having their favourite Vine stars demonstrate how they can contribute, you can then rely on the influencers to determine content with a decided theme, while using an application that is most heavily used by your desired demographic. Also, new users are drawn in, hoping their contribution will launch them into a similar fame.
The LEGO Movie was the screaming success of the year 2014. A concept that could have been solely directed towards children audiences resonated with many more due to relevant adult themes (monotonous and repetitive schedules, anyone?) and relevant adult stars.[caption id="attachment_499" align="aligncenter" width="396"] I wonder if he used this costume in studio to get into character...[/caption]
It captivated audiences attention with its absolutely astounding visuals and stole their hearts with an adorable message, which became central to their Social Media Marketing. They've encouraged all of their fans to get creative with their LEGO, and not be restricted by the packaging, like Will Ferrell's character once was. On their main site "fans are encouraged to post what they’ve made with the bricks and like what their fellow Lego builders have uploaded on the site. The videos show customers what kind of creations they can put together with their own products at home, "(Kylie Jane Wakefield, NewsCred Blog).[embed]https://twitter.com/LEGOIdeas/status/639977770316136450[/embed]
As well, they've posted contest entries on all their social media platforms, in addition to collaborating with other successful franchises such as Marvel, Lord of the Rings and newly Star Wars. They continue to use their trending hashtags keeping themselves relevant through the other brands marketing.
Why is this genius? Rather than looking as though they are trying to reach into every market possible, they've created a sense of community and encouraged creativity surrounding the product. LEGO is yours to decide how to enjoy, and it's up to you to decide how much of it you need.
SpotifyWe've all been there before, you're sitting with your unbearably trendy friend, at an unbearably trendy bar, when an unbearably trendy song comes on. They disclose to you not only their supreme knowledge of all this band's materials, but how they were the first to get into their sound. Better yet, they were the first to hear random noises put together with rhythmic qualities, something they later decided to call "Music". Spotify is aware of your friend, and can now can prove if they're bluffing or not. [caption id="" align="aligncenter" width="500"] This gif represents how you feel right now, and your friend's love of 30 Rock waaaaay before it was popular[/caption] Their online tool surveys its users' music histories and lets them know if they were early listeners of artists who later became mainstream. "The company took to Instagram to promote the new tool, using the hashtag #foundthemfirst,"(The Verge, 2015). [caption id="" align="aligncenter" width="552"] Image by gadgets.ndtv.com[/caption] Why is this genius? They tapped into the Instagram market, where multiple bands post images from their lives for their dedicated fan (the main reason why I have an unsuccessful Instagram account). This "hipster" stereotype is kind of tired but Spotify decided to not only play into it, but be the essential tool to everyone who fits it. Not genius enough for you? Take note of the title my friends, there are more to come...