DUVEL GREEN: IT'S YOURS TO FIND!
GoMobile & Real Branding Forgo Traditional Marketing For an All-Guerrilla Campaign
We really let the guerrilla out of its cage for the launch of Duvel
Green, a unique ale released by Belgian brewing company Duvel. We were
asked by San Francisco's Real Branding to mutually create and execute a
complete guerrilla marketing campaign that took to the streets in New
York City, Chicago & San Francisco during the month of December. We
used a derivative of Geocaching, an outdoor activity that uses
geographical points (usually latitude & longitude) creating a
treasure hunt for participants, to dictate the vision for the entire
The goal was to create ground-level buzz for Duvel Green through
multiple mediums to ignite conversation with the ultimate reward of
tasting the golden ale for themselves. To do this, we installed over 2,000 posters in the 3 cities, infiltrated metropolitan cores with over 180 brand ambassadors distributing 25,000 coasters which doubled as VIP passes to exclusive Duvel parties, and lit up the cities with building illuminations at night,
all connected by identical brand messages. The result was a coherent
campaign that filled up bars serving Duvel Green in each market - some
even to the point of tapping out, with standing room only! We also gave away over 1,000 of Duvel Green's signature glass
over the 3-week campaign to those who tried the beer themselves.
BOOKRENTER.COM: STOP OVERPRICED TEXTBOOKS!
The average college student spends nearly $1000 on textbooks each year - a number that is rarely questioned, since most students believe buying from their campus bookstore is their only option. BookRenter.com contacted us to develop a ground-level guerrilla marketing campaign that doubled as a wake-up call for college students about the high cost of textbooks while engaging them in real, one-on-one conversations about alternatives.
After meeting with the BookRenter.com team and gathering a feel for their brand and their goals, we developed a campaign that played off the familiar visual of a campus protest. We then handled all aspects of the campaign from design to implementation. We designed and printed giant protest signs and used college-aged brand ambassadors trained on BookRenter.com and all its advantages to guerrilla target University of South Florida in Tampa, University of Texas in Austin and San Diego State University. This month-long campaign targeted students as they started a new quarter which required new textbooks. To sweeten the deal, we offered $5.00 off coupons for each school with a special tracking code that allowed BookRenter.com to see the jump in sales from the campaign, individual to each school.
"Typical college protests usually focus on a polarizing topic that can pin students against each other, but the issue of overpriced books is one that resonates with ALL students and unites them, and it was a topic that once brought up, got a lot of strong reactions from frustrated students," said Jamie Hall, Marketing Associate at GoMobile. "As a recent graduate, I was angry that a service like this didn't exist for me!" In just one week at each school, over 23,000 coupons were distributed with a substantial jump in BookRenter.com online orders. Visit BookRenter.com to learn more about saving money by renting your textbooks.
The New Deal is a special offer distributed through e-mail only each month (or so) that presents GoMobile services at an extremely discounted rate. They are offers you can take advantage of NOW, and because they are specially priced to sell, are available only for a limited time. For more about The New Deal, GoMobile employees explain it in their own words:
"Advertisers are looking for more strategic, creative and targeted ways to reach consumers than ever. We've started The New Deal to give brands, agencies and businesses targeted packages at a discounted rate to save time and money through a creative method that gets results."
Samuel Bolland, Account Executive
"We know that sometimes, brands and agencies are pressed for time when developing full fledged campaigns. The specially targeted GoMobile packages allow brands to see exactly where our vehicle is traveling, with statistics on demographics so that they know who their brand and message is hitting. This allows for more measurement, more specific targeting and more results."
Ryan Moss, Marketing Director
CLICK HERE TO VIEW GOMOBILE'S CURRENT NEW DEAL, targeted to hit Northwest Techies, and keep on the lookout for The New Deal from GoMobile.
WORK WE LOVE
COCA-COLA HAPPINESS MACHINE St. John's University in Queens, NY gets unexpected treats when a Coca-Cola vending machine is transformed into a happiness machine delivering "doses" of happiness. Click the image to view the viral video. KIA'S FIRST SUPERBOWL AD
Kia featured popular childrens' characters acting pretty adult-like in their first ever Superbowl commercial. The spot is advertising KIa's 2011 Sorento. Click the image to view the commercial!
CLICKING WITH A BROKEN HEARTThere are two ways to deal with a broken heart: rebound dating and
chocolate. So when Israeli food giant Tnuva was launching a new
chocolate dessert on a tiny budget, it decided to target only the
recently single. How? It signed a deal with a popular dating site and
only showed ads to those returning to their accounts after an absence
of several days. The premise was that people who logged into their
profiles after some time away had presumably been dating, but the
relationship had subsequently ended.
The rebound daters received a personalized message inviting them to seek solace in a free sample of Tnuva's chocolate dessert.
Photo & Article Credit: AdAge
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