Co-Branding, Viral Marketing and Brand Associations
Swashbuckling, living life on the edge, drunk, adventurous, lawless renegade – Given this choices would anybody guess I am talking about the Disney or even Volvo for that matter. First thing that comes to my mind would be when I think Volvo has to be ‘Safety’. Volvo has spent years and years to build the philosophy of Safety. No brand of car has been able to dislodge ‘safety’ from consumer’s mindshare. Same is the case with Disney – it’s about fun, family and whole hearted entertainment.
Now past summer Disney and Volvo have done the unpredictable by creating this viral marketing campaign. Volvo has created a treasure hunt where an SUV was buried and a treasure map published to pull out the hidden treasure (an SUV). Disney has similarly created a theme ride based on Pirates of Carribean. Both of the campaigns have been hugely successful, considering they actually contradict what the brand stands for. I guess the only explanation I can think of is ‘FAD’. Pepsi has launched a new site bluebillion.com with an idea to unite the fans across world and ride on similar fad.
Movies have always been preferred avenues to advertise products, be part of fad especially if it’s an expected block buster. Recently World Space used this medium to good affect by being part of the movie Lage Raho Munnabhai. World Space must have hit the jackpot in reaching its target audience*. A limited dosage or sublimal messages can do wonders to brands when advertised within movies.
Although the cues seem to be quite contrasting from the core values of the brand. It does turn out to be a good campaign for the product (read increased sales). Associations like this just remain intact during the phase of the fad and whither down as time goes. If the brand does well and pushes the sales during this phase why not ride the wave?
*A small glitch however was that most of the target audience in Lage Raho including Munnabhai are hooked to a Radio Transceiver whose receiver might very well miss out the waves bouncing off the satellites.
Now past summer Disney and Volvo have done the unpredictable by creating this viral marketing campaign. Volvo has created a treasure hunt where an SUV was buried and a treasure map published to pull out the hidden treasure (an SUV). Disney has similarly created a theme ride based on Pirates of Carribean. Both of the campaigns have been hugely successful, considering they actually contradict what the brand stands for. I guess the only explanation I can think of is ‘FAD’. Pepsi has launched a new site bluebillion.com with an idea to unite the fans across world and ride on similar fad.
Movies have always been preferred avenues to advertise products, be part of fad especially if it’s an expected block buster. Recently World Space used this medium to good affect by being part of the movie Lage Raho Munnabhai. World Space must have hit the jackpot in reaching its target audience*. A limited dosage or sublimal messages can do wonders to brands when advertised within movies.
Although the cues seem to be quite contrasting from the core values of the brand. It does turn out to be a good campaign for the product (read increased sales). Associations like this just remain intact during the phase of the fad and whither down as time goes. If the brand does well and pushes the sales during this phase why not ride the wave?
*A small glitch however was that most of the target audience in Lage Raho including Munnabhai are hooked to a Radio Transceiver whose receiver might very well miss out the waves bouncing off the satellites.
posted by Sunil B at 4:58 PM
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