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Looking back at the last year, the upheavals and downturns, the most effective marketers will always be those who learn from the experiences of the past. On that note, we’ll point out two of COSTA IMC’s favorite marketing campaigns of 2008, and why we were so impressed! Check them out...
1. Barak Obama’s Fund-Raising Campaign
Who?
Barak Obama’s Campaign Committee
What?
Obama’s viral fund-raising campaign was a phenomenal and historical success. It raised a total of $650 million. By spreading the word throughout online communities such as MySpace and Facebook, Obama’s team managed to engage a younger demographic and amass smaller donations from those who only had $20 to spare. Due to this viral effect, the campaign reached an incredible amount of people at a minimal cost, translating the power of numbers into victory.
Why?
This was the first political campaign that maximized the potential of the online space. His team understood the dynamics of online WOM and executed the campaign with perfect timing. It’s no wonder they broke the record.
2. Dunkin’ Donuts vs. Starbucks Campaign
Who?
Hill Holiday
What?
Dunkin’ Donuts launched a challenge for Starbucks. A third party, A&G Research, conducted a taste contest between Dunkin’ Donuts coffee and Starbucks coffee in ten different cities. The results: more people prefer Dunkin’ Donuts coffee to Starbucks’. They launched a TV ad depicting the taste contest and a micro site (www.dunkinbeatstarbucks.com) where you can send an e-card to your Starbucks addicted friends about the news.
Why?
This campaign launched at an ideal time. Given the country’s economic outlook and the daily expenses weighing on price-conscious consumers, a four-dollar cup of coffee is definitely an item they’d reconsider. Dunkin’ Donuts is more economical than Starbucks, and this push could motivate Starbucks java junkies to try out the Dunkin’ Donuts brand, and maybe even make the switch. We’re still waiting on the outcome, but we like their approach to the coffee wars.
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