Early Examples of Successful Engagement Marketing Campaigns
PROMO magazine has credited Gary M. Reynolds, founder of GMR Marketing of New Berlin, Wisconsin, with being the pioneer in the practice of engagement marketing. It has cited Reynolds' formation of the Miller Band Network in 1979 as the seminal engagement marketing moment. In Japan, Tohato launched two new snacks brands, "Tyrant Habanero Burning Hell Hot" and "Satan Jorquia Bazooka Deadly Hot" in 2007 in an award-winning campaign which broke new ground in engagement marketing by combining multiplayer online gaming with advertising, on a mobile phone. Customers were encouraged to join nightly battles in a virtual game, on behalf of either snack brand, to determine the winner of the "World's Worst War". The games ran at 4 AM. The campaign was designed by Japanese ad agency Hakuhodo and won the Yellow Pencil award at the annual D&AD advertising awards ceremony where mobile ads were recognized for the first time in May 2008.
Another good example of engagement marketing is seen in the unique marketing strategy of Jones Soda. At the company website, regular customers are allowed to send in photos that will then be printed on bottles of the soda. These photos can be put on a small order of custom-made soda, or, if the photos are interesting enough, they can be put into production and used as labels for a whole production run. This strategy is effective at getting customers to co-create the product, and engaging customers with the brand.
Read more about this topic: Engagement Marketing
Famous quotes containing the words early, examples, successful, engagement and/or campaigns:
“For the writer, there is nothing quite like having someone say that he or she understands, that you have reached them and affected them with what you have written. It is the feeling early humans must have experienced when the firelight first overcame the darkness of the cave. It is the communal cooking pot, the Street, all over again. It is our need to know we are not alone.”
—Virginia Hamilton (b. 1936)
“In the examples that I here bring in of what I have [read], heard, done or said, I have refrained from daring to alter even the smallest and most indifferent circumstances. My conscience falsifies not an iota; for my knowledge I cannot answer.”
—Michel de Montaigne (1533–1592)
“What the vast majority of American children needs is to stop being pampered, stop being indulged, stop being chauffeured, stop being catered to. In the final analysis it is not what you do for your children but what you have taught them to do for themselves that will make them successful human beings.”
—Ann Landers (b. 1918)
“We must continually remind students in the classroom that expression of different opinions and dissenting ideas affirms the intellectual process. We should forcefully explain that our role is not to teach them to think as we do but rather to teach them, by example, the importance of taking a stance that is rooted in rigorous engagement with the full range of ideas about a topic.”
—bell hooks (b. 1955)
“That food has always been, and will continue to be, the basis for one of our greater snobbisms does not explain the fact that the attitude toward the food choice of others is becoming more and more heatedly exclusive until it may well turn into one of those forms of bigotry against which gallant little committees are constantly planning campaigns in the cause of justice and decency.”
—Cornelia Otis Skinner (1901–1979)