[VIDEO] Volvo Ballerina Viral Video Stunt

[VIDEO] Volvo Ballerina Viral Video Stunt

Marketing

[VIDEO] Volvo Ballerina Viral Video Stunt Guerrilla Marketing

It’s hard to argue with success.

And when you rack up more than 5 million views on YouTube in less than one month for a video that cost less than 1 percent of your TV Commercial budget, no one can argue you are a success.

Volvo recently joined the ever growing list of YouTube video believers when it created a video to demonstrate the precision and control of its new FH series.

What They Did

Volvo asked Faith Dickey, a world class rope walker, to go from one moving Volvo FH to another by crossing a rope tied between two Volvo. Of course there is a time bomb element. Otherwise, it won’t be exciting. The two Volvo FH trucks were driving towards two side-by-side tunnels with beams in the middle. Each truck is to go through one tunnel. If she doesn’t make it on time, she would hit the beams and she will most likely die.

The Result

There was no chance in hell Volvo was ever going to risk her life. She was on to the other truck kilometres before the Volvo FH ever came close to the two tunnels. However, the editing was brilliant. It sure looked like she was made only in the nick of time. It was Hollywood drama at its finest.

But there were able to accomplish two important things. First, they were able to demonstrate what they meant when they said “precision” and “control” in a way that only a true truck driver can understand without alienating the non-truck drivers.

More importantly, they got almost 6 million people to watch them boast about their product.

The Lesson

Not that Volvo is the first to have done it but they are successful in reiterating that you don’t have to trick people in thinking that your video is non-branded when you want to launch a product. You just have to make sure that your video is exciting enough to be watched shared.

[VIDEO] Volvo Ballerina Viral Video Stunt Guerrilla Marketing

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The Passage Helps The Homeless via Guerrilla Marketing

Marketing

The Passage Helps The Homeless via Guerrilla Marketing Guerrilla Marketing

Sometimes all it takes is a simple message and the right execution. The Passage is an organisation in London, UK with the mission to help the homeless. In order to get the word out about their organisation and encourage donations, they had volunteers stand in Victoria station with several clever cardboard signs.

The agency chose to use cardboard signs as it is often associated with homelessness and often catches the eye.

The campaign was quite successful as it engaged people walking by and during the three hours the campaign was run, donations increased by over 25%! The campaign also reached over 650,000 people on Twitter.

The cost? A volunteer’s time, recycled cardboard and a couple marker pens. I’d say that is some great guerrilla marketing!

Sometimes it’s just as simple as the right execution and clever copy!

Find out more about the mission by visiting The Passage’s website.

The Passage Helps The Homeless via Guerrilla Marketing Guerrilla Marketing

The Passage Helps The Homeless via Guerrilla Marketing Guerrilla Marketing

The Passage Helps The Homeless via Guerrilla Marketing Guerrilla Marketing

The Passage Helps The Homeless via Guerrilla Marketing Guerrilla Marketing

The Passage Helps The Homeless via Guerrilla Marketing Guerrilla Marketing

Advertising Agency: Publicis Life Brands Resolute, London, UK
Creative Director: Shaheed Peera
Art Directors: Nick Robinson, Shaheed Peera
Illustrator: Nick Robinson
Photographer: Nick Robinson
Published: August 2012

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Red Bull’s Human-Powered Freerunning Machine

Marketing

Red Bull seems to be a top contender in the viral marketing area with the Red Bull Stratos jump. A couple weeks prior to the jump, they also published an amazing viral video with over 5.5 million views on YouTube. It’s called the ‘Human-Powered Freerunning Machine – with Jason Paul.”

The video features parkour athlete, Jason Paul, running through an elaborately engineered machine that is set up like a pair of dominos waiting to fall. When it comes to marketing, Red Bull definitely captures the extreme factor along with camera company, GoPro.

Their video has mixed reactions; however, overall consensus is that it was a success. What do you think?

If you’re curious how they set up this machine, feel free to watch their making of video on YouTube.

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Coca-Cola: The Dancing Vending Machine

Marketing

Coca Cola: The Dancing Vending Machine Guerrilla Marketing

Coca-Cola company has done it again. We’ve all seen the famous ‘Happiness Vending Machine‘ where students were awarded free Coke with an added twist. This unique vending machine not only dispensed Coke, but also random gifts such as pizza and games!

Their new vending machine in South Korea has people dancing for a chance to win a free coke. The machine is powered by Xbox Kinect and encourages people to impersonate and dace with Korean boy band, 2PM. The better the person dances, the more bottles of Coke they are rewarded with.

So why does Coke’s marketing work?

With the viral success of the happiness machine, they’ve appeared to have found a unique way to reach potential new customers yet they tweak the formula each time to keep it interesting. Sure they could’ve implemented the happiness machine in different locations, but instead they’ve taken this same idea and changed it up to keep us on our toes. It’s always fresh!

In this particular example, Coke got people to interact with their brand in a fun and engaging way. Of course social media has played a huge role in spreading awareness of this campaign as it is shared on social media sites such as Facebook, Twitter and YouTube.

The Lesson

Everyone loves free product giveaways, but be sure to make them work for it in a fun and engaging way. Then share it with the world!

Need more inspiration? Check out some of Coca-Cola’s other great viral campaigns

 

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