In the beginning there was advertising. And after a few hundred years along came the ad ‘revolution’ in the 1960’s – where ads from leading brands went from boring to inspiring. No longer was it enough to hype your product’s unique selling proposition. Now you had to be clever and entertaining as well. (For a quick history lesson, just Google ‘Volkswagen lemon’.)
Things happen much more quickly today. Social media arrived on the scene around 2004. And now just eight years later innovative brands are raising marketing stakes there dramatically. Take the new integrated campaign from JetBlue as one exceptional example.
It’s a game show. It’s online. It’s live. It’s promoted with print, online, and outdoor ads. It’s seen during inflight videos, and in JetBlue airport terminals. And it’s not just on Facebook and Twitter, but also AdoTube, Appssavvy, Buzzfeed, SocialVibe, Viggle and YouTube. Whew!
‘Get Away With It’ is a reprise of the vintage game show format (complete with an over-the-top parody of a host) where people compete to win vacation trips to the ‘hottest destinations’. So while lots of brands have contests and sweepstakes with a great vacation as the prize, JetBlue has taken it a giant step further. They’ve turned the contest itself into entertainment that can be promoted across both social and traditional media. And they’ve turned it into A GAME – which people also love. Gamification of your marketing, anyone?
From now on, standard practices for social marketing aren’t going to generate the kind of results CMOs want to see for the investment they’ve made. It’s going to take big ideas integrated into a broad spectrum of traditional and social platforms. Just like ‘Get Away With It’ was for JetBlue. To achieve this will take planning, teamwork across marketing channels, a touch of brilliance and some creative risk-taking as well.
And that’s just how it should be.