Marketers are always looking to be inspired by the most innovative and creative campaigns. Even if we work in “boring industries” or without big budgets…
There’s something inspiring about seeing others in our profession pull out the big guns and launch a brilliant marketing campaign like no one’s ever seen before.
You can’t help but wonder what your creativity could unleash if you weren’t bound to typical marketing constraints like lack of budget, broken collaboration, managerial apprehension, and general project management hurdles that come along with planning campaigns with a lot of moving pieces.
Go ahead, let your imagination fly. These real-life examples of the best marketing campaigns are bound to get your creative juices flowing.
But first, download this marketing campaign planning bundle to help you overcome some of the marketing constraints listed above. These templates *might* not be able to magically unlock some pot of cash to increase your marketing budget or instantly solve all your communication problems, but they’ll certainly help you plan your next marketing campaign more efficiently.
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Table of Contents
- The Best Interactive Marketing Campaigns
- The Best Experiential Marketing Campaign
- The Best Viral Marketing Campaigns
- The Best Video Marketing Campaigns
- The Best Integrated Marketing Campaigns
- The Best Social Media Marketing Campaigns
The Most Creative Interactive Marketing Campaigns
Data, technology, and new platforms have given marketers the ability to adjust and respond to customer actions in real-time. These marketing activities often fall into the category of “interactive marketing” and give individuals a unique, one-on-one exchange with a brand that wouldn’t otherwise be possible.
Examples of interactive marketing campaigns include:
- Contests
- Quizzes, polls, and surveys
- Events and experiences
- And more…
SNCF: Europe, It's Next Door
https://www.youtube.com/watch?v=GGW6Rm437tE This interactive marketing campaign from France’s national railway system encouraged Inter-European travel by giving individuals a sneak peek at what was happening around other cities in real-time. The company set up a series of doors which opened to two-way video screens. Individuals on the other side were located in a city across Europe. The video allowed individuals to interact with each other in a unique and engaging way. The campaign drew people into the idea of traveling to a new city and raised awareness that SNCF could make that trip a reality.
Key Takeaways for Marketers:
- Go beyond video by exploring two-way video communication.
- Record the experience so it can be used for additional marketing opportunities.
- Make sure your marketing campaigns also achieve organization goals.
Heineken: Go Places
https://www.youtube.com/watch?v=0QoGzV72wR8& Heineken launched the first “Go Places” campaign in 2016 with the aim of highlighting the company’s unique personality and company culture to prospective employees. The first campaign allowed individuals to partake in an interactive interview… a sort of “choose your own adventure” combined with a strengths finder outcome. Following the interactive questionnaire, individuals are given their results and encouraged to apply for a position with their LinkedIn profile.
Key Takeaways for Marketers:
- Marketing campaigns can sell the company, too. Not just the product.
- People love personalized results.
- Showcase real employees when possible.
Expedia: Explore Great Britain
https://www.youtube.com/watch?v=IUoy7X4TjH4 The Expedia microsite is an interactive video that allows watchers to toggle between British cities as five different hosts give tours of their cities. Upon completing the video, Expedia gives a custom itinerary based on how much time you watched each location’s video. The custom itinerary provides lodging recommendations and what to see and do in each city. The video jumps from location to location seamlessly and offers viewers a customizable experience that makes you want to watch several times so you don’t miss anything.
Key Takeaways for Marketers:
- Provide a unique offer at the end to encourage people to complete the video.
- Tie in real business results to show to campaign’s worth.
- Utilize a microsite to ensure a great user experience.
Waze: On the Road
Waze took all of their data and leveraged it into an item of sponsored content with the New York Times.
The data presented interesting trends in how we drive, when, and to what locations. What makes this content interactive is the company added quiz functionality to test the reader’s smarts about trends in driving.
Key Takeaways for Marketers:
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- Interactive marketing doesn’t have to be overly complicated.
- Data can be used to create interactive marketing tools/quizzes for marketing purposes.
- Partner with another company to increase reach.
Awesome Experiential Marketing Campaign Examples
Experiential marketing focuses on creating experiences between brands and consumers. Experiential marketing usually differs from interactive marketing in that experiential usually takes form in real-life, not through a video or other digital interaction.
Experiential marketing can encompass things like:
- Live experiences
- Roadshows
- Concerts and festivals
- Events
Swedish Lottery: Bucket list
https://www.youtube.com/watch?v=9jxpwx1GM_U&feature=youtu.be Most people will not win the lottery. Having said that, we all love to imagine what we would do with our lottery winnings if we were to strike it rich. The Swedish lottery asked several individuals what experience they would do if they won the lottery. Answers ranged from parachute jumping; traveling to a deserted island; heli-skiing; and taking a safari. With the power of VR and 5D technology, the organization gave individuals a sensory experience that rivaled the real thing. The campaign got people talking about what they would do if they won the lotto, which, in turn, raises participation in the lottery.
Key Takeaways for Marketers:
- Use new technology to the fullest.
- Genuine reactions always add comical value.
- Use subtitles to increase the reach of your ad.
Nike: House of Innovation Beacon
https://www.youtube.com/watch?v=xunActrZWDY Nike created a mixed media sculpture which was suspended in the middle of their NYC flagship store. The installation plays iconic sporting moments in Nike’s history. It bridges the gap between branding, marketing, art, and technology. What’s more, the entire flagship store offers a truly innovative experience for shoppers. There’s an area for individuals to customize their own sneakers; a floor dedicated to customizable apparel, where shoppers can change colors, logos, and even swap out materials and combine two different pieces of clothing for a fully bespoke item.
Key Takeaways for Marketers:
- Shopping in and of itself can be experiential marketing.
- Take your brand messaging into all areas of your product offering.
National Geographic: Astronaut Reality
https://www.youtube.com/watch?v=3pt_5jPuUsU Nothing gives people an existential crisis quite like space exploration. It makes us feel so small, yet so full of wonder and curiosity. To promote its series, “One Strange Rock”, National Geographic created a first-hand experience of space, without leaving Earth. With custom VR astronaut helmets, individuals get to experience space like an astronaut does (almost).
Key Takeaways for Marketers:
- Create a destination for your experience by partnering with museums, etc.
- Test it out your tech with the pros to make sure the experience is life-like.
The Most Interesting Viral Marketing Campaigns
Everyone hopes their marketing campaign will “go viral”. Some even set out with that as their goal. Going viral shouldn’t be the goal your marketing sets out to achieve, it’s more like the mythical pot of gold at the end of a rainbow.
There are a few things that most viral marketing campaigns have in common. They usually leverage technology in a way that hasn’t been done before and includes some sort of social sharing feature that increases the campaign’s reach.
Here are a few interesting examples of marketing campaigns gone viral.
Burger King: Google Home of the Whopper
https://www.youtube.com/watch?v=OUj8SUoJ-ZM This campaign from Burger is so genius and so simple you’ll say, “why didn’t I think of that?” The fast food company found a way to circumvent the time limitations of TV commercial spots by hacking people’s smart speakers. The gentleman in the commercial says “OK Google, Tell me about the Whopper.” Which allows the company to jump it’s brand off the screen and into another device in your home. There was a little pushback and trolling that ensued, but overall, the campaign was massively successful.
Key Takeaways for Marketers:
- Even if there’s a possibility for trolling, do it anyway.
- Think outside of the box.
- New technologies can be paired together for amazing marketing campaigns.
MONA: The Eye
https://www.youtube.com/watch?v=1x8hy00zN6w This one is a little unsettling, but that’s what they were going for. The Museum of Old and New Art, a.k.a. MONA, wanted to produce an ad that purposely turned some people off. The museum is known to be controversial, confronting, and uncomfortable. It pushes the boundaries of modern and contemporary art, so why wouldn’t they want to do the same with their marketing campaign? The video launched as a pre-roll ad and got viewers hooked. The results were an unbelievable watch time… even though the video was a full 2-minutes long. In a time where marketers can barely get 3 seconds of a viewer’s attention, 2-minutes is an eternity.
Key Takeaways for Marketers:
- Leverage curiosity – it’s a powerful thing.
- Stay true to your brand, even if it might turn some people off.
PG Tips: Morning Moods
https://www.youtube.com/watch?v=1pL2K91tWn4 The PG tips marketing campaign took a cold hard look at how we interact with digital content. We, as consumers of digital media, rarely click on ads in our social feeds. We share our moods via GIFs on social media. That said, the company took their mascot, created a load of cheeky GIFs that perfectly express a variety of moods, and shared them organically in comments with individuals.
Key Takeaways for Marketers:
- Natural communication builds connections with consumers.
- Think about your own media consumption when creating marketing campaigns.
The Best Video Marketing Campaigns
#DidYouKnow that more video content is uploaded every 30 days than all the major U.S. television networks have created over the last 30 years. Video is the preferred way for many marketers to deliver their messages. It’s not new, per se, but there are still some brilliant video marketing campaigns worth checking out.
Here are some examples to show that video content hasn't gone stale.
Method: Fight Dirty
https://www.youtube.com/watch?v=jU-4zep1OKQ Method brand of soaps and cleaning products wanted to test out how many people *actually* wash their hands after using the restroom. SO the set up a hidden camera to call out people who didn’t. *Cringe* Seriously… wash your hands, folks.
Key Takeaways for Marketers:
- If the budget allows, bring in some star power to deliver the message.
- Framing things as a PSA is a fun way to get your message across.
Organic Valley: The Food Company Crazy Enough to Change Everything
https://www.youtube.com/watch?v=uotsOH_NCxg&t=28s Organic Valley proves that your video marketing doesn’t have to use some crazy expensive new technology to be groundbreaking. Simply sharing your unique story with the world can build meaningful connections with consumers. The company showcases its founding members and how they are still living and operating the business according to its founding principles.
Key Takeaways for Marketers:
- Show your story in an authentic way to connect with viewers.
- Your company values can set you apart from your competition.
Intel: Powering Creativity
https://www.youtube.com/watch?v=DRNkLBMw3A8 This video from Intel highlights how musician, Metro Boomin, mixes the sounds of Serena Williams to create a custom warm-up song. The video doesn’t overly expose Intel’s brand imagery, it’s a subtle placement that could almost be missed if not for the logo at the end of the video. It also helps move the Intel brand forward through strategically partnering with two influencers known for both power and creativity.
Key Takeaways for Marketers:
- Don’t be “in your face” with product placements.
- Be strategic with your use of influencers.
Michaels: Make Off Series
https://www.youtube.com/watch?v=NtdxWrTcw4s&list=PLWbSyrkEcwv5KsQRKiM-bOYqhXv0As5Kc&index=2 Michaels started an amazing new digital series entitled “The Make Off”. Host Busy Phillips brings other celebrities on to go head-to-head in a craft off. From slime making to pumpkin carving, this video series is both entertaining, while also giving parents great non-tech activities to do with their kids.
Key Takeaways for Marketers:
- Don’t be “in your face” with product placements.
- Be strategic with your use of influencers.
Innovative Integrated Marketing Campaigns Examples
Integrated marketing communications, often shortened to just IMC, is a marketing approach that involves creating a unified and seamless brand message. It aims to fuse all aspects of marketing such as advertising, PR, social media, and traditional channels so that all work together to present a unified messaging experience.
Integrated Marketing Campaigns: A marketing approach that involves creating a unified and seamless brand message. It aims to fuse all aspects of marketing such as advertising, PR, social media, and traditional channels so that all work together to present a unified messaging experience.
What makes for a great integrated marketing campaign? Here are some awesome examples.
Super 8: The Human Hug
https://www.youtube.com/watch?v=GQixBqTTUMo Super 8 partnered with the Human Hug Project – a project created by two war veterans aiming to bring awareness to Post Traumatic Stress Disorder (PTSD). Super 8 created an authentic campaign that told a compelling storyline across multiple channels including paid, owned, and earned marketing channels around Veterans Day. The company aimed to raise awareness for the brand’s military support and created an emotional connection for the Super 8 brand.
Key Takeaways for Marketers:
- Find a cause that matters to your organization.
- Break up your larger campaign assets into micro-content.
MailChimp: Did You Mean
MailChimp went outside the box on this one… way outside the box. The company created a series of videos and microsites that all played off misspellings of the company’s name. And it all started when a hit podcast, serial, mispronunced “MailChimp” in its credits.
The campaign included a microsite called “NailChamp”, devoted to choosing the best manicure; a video called “MailShrimp” featuring a singing shrimp sandwich; and FailChips, a fictional potato chip company that only has shards of chips in the bag.
Key Takeaways for Marketers:
- It’s ok to make fun of yourself.
- Turn a mistake into marketing gold when possible.
Spotify: Cosmic Playlists
57% of younger millennials believe astrology to be scientifically accurate.
First of all… whoa.
Second, Spotify leveraged this fact in 2019 when it launched its cosmic playlists. The company brought on a resident astrologer to curate songs based on the star sign of the listener. The music is meant to mirror what is “written in the stars” and help the listener actualize their horoscope.
I think I hear a collective eye roll from everyone over the age of 35…
Don’t be so quick to judge, though. The project was pretty genius in its marketing. Spotify used live events, merchandise, posters, projections, and social ads into horoscopes and achieved over 20 million streams to its new series of playlists.
Key Takeaways for Marketers:
- Understand the beliefs of your target audience when launching your marketing campaign.
- Billboards and mass media aren’t dead if used strategically.
Hawaii Visitors & Convention Bureau: Work From Hawaii
[video width="960" height="540" mp4="https://media.coschedule.com/uploads/Work-from-Hawaii-Case-Study-Video.mp4"][/video] People in America live to work and this was hurting Hawaii’s economics. When less than 50% of people use up their vacation time, an island that depends on tourism gets hit the hardest. Enter the “Work from Hawaii” marketing campaign. This unique travel campaign worked toward repositioning the islands as a remote working destination. People didn’t have to completely vacate their lives to reap the benefits of travel and relaxation. The campaign created six bespoke residencies tailored to the needs of several different professionals. They then encouraged people from New York City to apply to visit. Residents were selected and shared their experiences via Instagram ads targeted to peers in their field.
Key Takeaways for Marketers:
- Marketing can solve big problems when done creatively.
- Encourage user-generated content.
The Most Ingenious Social Media Marketing Campaigns
A lot of marketers are feeling disgruntled with social media marketing. Returns are lackluster and it’s starting to feel contrived. There are, however, still some pretty great opportunities to leverage the medium. It’s just getting harder and harder to find those creative sweet spots.
Here are a few companies that have found creative success with their social media marketing campaigns.
Burger King: Spicy Nuggets
https://www.youtube.com/watch?v=iX76QNYzczY This is the second time Burger King has made this list for most creative marketing campaigns. The company is crushing their marketing… and this campaign is pretty savage. When rival burger company, Wendy’s, announced that they were discontinuing their spicy chicken nuggets, Burger King swooped in for the kill. The company turned angry tweets from Wendy’s spicy nugget fans into sponsored tweets promoting their own newly launched spicy nuggets. Shots fired.
Key Takeaways for Marketers:
- Savage marketing, though petty, wins a lot of fans.
- You can use fan tweets as advertising.
Ikea: The Human Catalog
https://www.youtube.com/watch?v=2UIaqfz222g Ikea managed to find their own personal catalog savant. This campaign is a little difficult to explain, but here goes.. A young woman named Yanjaa, has literally memorized every page of the Ikea catalog. Ikea took this and turned it into a genius marketing campaign. The company launched a Facebook Live event where watchers could test her smarts. With some strategic social media, the world got re-introduced to the Ikea catalog.
Key Takeaways for Marketers:
- Use superfans in your marketing campaigns.
- When applicable, live streaming on social media can be a huge benefit.
Samsung: Make My Idea Work
https://www.youtube.com/watch?v=14kcZ7nFThI The future revolves around STEM careers and to get kids interested, Samsung launched a marketing campaign called “Make My Idea Work”. The company asked kids to submit their new product ideas. The winning ideas would be turned into prototypes. The winners included a sleeping bag that uses your body heat to charge your mobile phone; a bike helmet that notifies first responders on impact; and a backpack with an electromagnetic lock to prevent theft.
Key Takeaways for Marketers:
- Ask for ideas from your audience.
- Use the creativity of others to form your campaign.
Go Forth and Campaign, Marketers
That concludes the list of the most creative and innovative digital marketing campaigns. It’s pretty amazing what some companies are coming up with. Hopefully seeing these examples got your creative wheels turning for your next amazing marketing campaign. Now go forth and tackle your own marketing challenges with a killer campaign.
The post 19 Examples of the Best Marketing Campaigns on the Internet appeared first on CoSchedule Blog.