How can we help?
Here at IF creative we don’t believe in one off projects and a farewell handshake, we believe in creating long lasting relationships with all of our clients to ensure the project thrives from the very beginning.
Unlike proactive marketing, where I would spend great deal of time researching and tailoring a bespoke and targeted campaign; reactive or agile marketing focuses on getting involved in a current issue or event. This can be in the form of a full campaign or a single tweet.
A great example of this is the recently launched Pokémon Go app. My two boys are huge fans and, I have to admit, so am I. This is a mobile app that sends players out to search in the real world to catch Pokémon via augmented reality and has gained more than 100 million global users in six days. The last app that was this popular was Candy Crush, which took one year and three months to reach the same level. The hype that is currently surrounding the game has gone beyond a trending topic; it’s opened up a whole new marketing channel.
Such an event is truly worthy of reactive marketing activities and many businesses are capitalising on the craze to promote themselves. Some businesses have registered to be Pokéstops to attract players, while others have purchased ‘lures’ to encourage customers to visit their establishment and catch Pokémon. If a business wanted to attract consumers to an event, they could now utilise the draw of catching Pokémon or in-game items. Companies could offer discounts to members of a particular Pokémon team or, if they’re lucky enough, promote their close proximity to a local Pokéstop.
Other great examples of this type of content marketing include an advert by Specsavers when the wrong Korean flag was mistakenly displayed during the Olympics and Snickers delivering a box of their chocolate bars to Jeremy Clarkson promoting their strapline, ‘you’re not you when you’re hungry.’
With the current popularity of the app, my advice is to join in and have fun with it. It’s a great way for your brand to stay current and enter in a two-way communication directly with your audience.
Points to remember for a successful campaign:
Marketing opportunities; gotta catch ‘em all!